Free Food -- and PR

Looks like Silver Spring, Md. is going to be the first market to have the new Chick-fil-A in-line restaurant concept with a scheduled Aug. 26 opening. And to celebrate the new location, nearly $26,000 in free food is going to be given away in 15 minutes to the first 100 adults in line. As part of the grand opening festivities, each of the first 100 adults, age 18 and older, in line by 6 a.m. on Aug. 26 will receive a one-year supply of free Chick-fil-A combo meals (52 coupons). Customers may line up 24 hours in advance at the new restaurant at 825 Ellsworth Drive. The restaurant will officially open for business at 6:30 a.m. that day. Now you might think that $26,000 worth of food is a lot, and it is, but you have to realize that not everyone is going to redeem those coupons. And I'm sure Chick-fil-A is going to get a whole lot more PR and advertising value than the food costs!