Strategy: Seeking to increase its business between the slow 4 to 6 p.m. time period, the restaurant chain reasoned that senior citizens, particularly those retired on fixed incomes, could be attracted by discounted menus. Using television and radio spots, the chain invited senior citizens to join its "Golden Years Club" which offered a 10 percent discount on all meals. They could do so by registering at the chain's 19 locations. The registrations were sent for fulfillmetn to the specialty advertising counselor who subsequently mailed each registrant a membership card, an imprinted deck of playing cards, and a wallet calendar card containing a map of the restaurant locations.