Branding a restaurant company’s concept—touting its food, service, ambiance and personality—is a no-brainer for operators. Observers long have said that, especially in times of declining sales, concepts with a compelling identity and a unique story will prosper over those with nothing special to offer.Increasingly, the rules that apply to a concept also apply to a concept’s stock. Given 24-7 media coverage, shorter shareholder time-frames and more aggressive investors, marketing to ...

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