They've perfected the art in the fast food segment. Sign a deal for exclusive promotional rights to a studio's next big-budget kid's movie. Next, build a huge ad campaign around it, throwing in plenty of kid-friendly marketing collateral, toys and other giveaways at the unit level. Then sit back and watch sales volume climb. As long as you pick the right movie, it's as foolproof as a restaurant promotion can be. But will this approach work as well in the full-service segment? We're about ...

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