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Case Study

Fast Lunches

“Time-pressed executives are ordering something new for lunch— fine dining at the speed of a drive-through window. In cities from New York and Chicago to Dallas and San Francisco, many white-tablecloth establishments are catering to their booked-solid clientele with a formal lunch that takes 30 minutes, from ordering through dessert. It’s not exactly fast food. But the format does bring a new level of efficiency to a business ritual that otherwise can go on for an hour or more…Chris Tamblyn, a general manager for Internet service provider Level 3 Communications, Inc. says it helps him persuade customers to commit to a lunch meeting when he tells them it’s the 30-minute lunch at Il Forrnaio, a chain of upscale Italian restaurant.”