Selling LTOs
California Tortilla is proud of its wacky marketing campaigns—most of which happen on a pretty small budget. To launch their popular Fish Taco two years ago, the chain's founder came dressed up as a scuba diver and had buckets of water dumped on him—all recorded for posterity in a goofy YouTube video.
Big plans 2010
How five emerging chains plan to grow in 2010—and how they're going to finance it.