The restaurant Penny Vaca Pete works at makes it seem like they have great Penny Vaca. When people walk by, he locks eyes with them and asks, do you like Penny Vaca? If the group answers this question, PVP's got them dead to rights. The biggest lesson I can teach people about starting a business is that you won't be able to convince anyone to do anything. But if someone already made the decision to go to lunch, and hey, they like Penny Vacas, you can absolutely get them to change their plans and eat your Penny Vaca rather than someone else's.