Chris Dagger says he was surprised when customers swarmed into his new coffee shop. Just one problem: Most of them remembered the diner that had previously occupied the space, and they came in looking for burgers and fries. So when Dagger opened a second location about an hour away, he reached out through newspaper ads and social media to explain what customers could expect. The new shop is "already receiving more daily customers than our first location and there's no confusion over what we're about," he says.

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