Well written. in some research I did for Guinness many years ago we discovered what factors influenced customers to order Guiness when they entered the pub. These factors were, in order of importance: 1) If the barman gave them a prompt like "it's a good day for a Guinness"; 2) If they saw lots of other customers drinking Guinness (indicating the pub has a good reputation for Guinness and a good beer flow through its lines and you weren't going to get a stale pint that had been in the line overnight) and 3) If the pub had a traditional rather than a modern Irish pub decor and atmosphere. It was this research which led to the "Irish Pub" decor concept being invented and eventually going global. In beer terms, a travesty, I know, but in marketing terms, one of the most successful marketing campaigns ever.

Index of Frank's Diaries