If you operate one of the many restaurants that struggle to fill up their seats during January and February, check out how Cambridge, MA’s East Coast Grill and Raw Bar runs its annual Hell Night series. This concept—think of a Man v. Food hot chile challenge, recalibrated to attract average patrons as well as unrepentant chile-heads—could work in many restaurants that suffer from a post-holiday traffic drop. You wouldn’t think a restaurant like East Coast Grill would need to run any sort ...

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