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Nothing's wrong with focusing on customer value and quality, but you also have to focus on customer acquisition. You don't have to either make a good product your customers like or do a publicity stunt to attract more customers. You can do both.

McDonald's Monopoly promotion may be a gimmick as well, but it increases same-store sales by 5.5% while it's running.

This will likely increase sales for Exec in the short term too.

Spot on