Steakhouse is looking for love in new contest

09/14/2011 | New York Times (tiered subscription model), The

Manhattan's Smith & Wollensky steakhouse will change the "Smith" to a different name each day in October, choosing the monikers from among the fans who take an online loyalty "pledge." It's the latest envelope-pushing promotion from parent Fourth Wall Restaurants, which in 2009 created an online tool that makes fake expense receipts for diners at its Maloney & Porcelli restaurant.

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