(Continued from page 1) Many operators already are finding that strategic couponing can drive traffic and increase trial without impacting margins or devaluing the brand. Lenny’s Sub Shop, a 150-unit chain based in Memphis, Tenn., has been focused on direct-mail coupons sent to local businesses for the last year. The deals range from buy-one-get-one-free subs to free chips and a drink with the purchase of a regular sub. So far the business-to-business coupons have performed ...

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