Chris Bright may not be a scientific genius, but the president of 88-unit zpizza says he smartly recognized chaos theory at work at his Newport, Calif.-based chain two years ago. Repeatedly, customers would approach the counter to place an order and the telephone would ring. The customer service representative, or CSR, who took the call made counter customers wait, and Bright could see their frustration grow. He also suspected the CSR's rush to take the phone order gave those ...

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