A good match
Jax Cafe, a Minneapolis dining institution, prints personalized matchbooks on-site for guests. Owner Bill Kozlak says it’s one of the many special touches that creates lifetime customers. “Sometimes I ask: Is it worth it to spend $50,000 to $60,000 a year on this,” Kozlak says. “And the answer is always ‘yes.’ Many guests rebook for special occasions and say the matchbooks were top of mind.”