Something fishy in chains' thinking
According to the samplers hanging in your finer Mongolian yurts, “If the herring stings when slapped across your face, don’t suggest a flounder.” Actually, I made that up, but you can almost see the scale marks on the faces of fast-food executives these days, so there’s some license to be taken. Besides, all of them should be dispatched to Mongolia if they go ahead with what they’re considering.
Financing
Limited run, big buzz
It’s psychology so well established that we all understand it: We want what we can’t have, be it a luxury yacht, Michael Jordan-like skills or a sugary treat.
Chef and creator of the Cronut, Dominique Ansel, didn’t set out to concoct a best-seller. “There was no magic formula or marketing strategy behind this croissant-doughnut hybrid,” he writes in his book “Dominique Ansel: The Secret Recipes.” He was simply trying to make a doughnut, for which he had no recipe.