Brad Laughner of Buffalo Wild Wings knew the brand had hit on something good when he recently saw a woman camped out in front of a soon-to-open store near Kansas City, Mo., in the middle of the night. She was waiting with about 100 other people to be first in line for the next morning’s grand opening, in order to win free wings for a year, while she was working remotely, watching three different laptops. She was routing commuter trains.“Those kinds of stories tell you that ...

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