Chick-fil-A did something out of the ordinary for a quickservice restaurant when it launched its new sandwich: It took reservations. The strategy offered a way for the chain to generate buzz without attracting huge crowds that might jeopardize its quality of customer service. Fans received invitations to try the new spicy chicken sandwich and could invite friends to claim one as well. Customers had to log on online and schedule a time and place to pick up their free sandwich.

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