Ask people what attributes they want in a restaurant, and they'll say everything on the list. To find out which are really important, you have to create trade-offs so people separate the "this would be nice" from "if you don't have this, I'm not eating there," according to marketing consultant John Malmo. To reach Mr. Malmo, or to obtain a copy of his book of business advice, go to http://www.johnmalmo.com.
