On April 15, Tom Higgins opened a new restaurant at Benson University. He called it the Undergrad Grill. Tom had wanted to open a restaurant at Benson for several months but was waiting for the right location to become available. He was very pleased when he was able to rent suitable space on Restaurant Row. He figured that this would be a great location and well worth the high rent and all the renovations he needed to do on the building. Since he wanted to open the restaurant as soon as possible, he hired the first people he could find to do the renovations and painting. He ended up paying the workers more than the going rate in order to get the job done as quickly as possible. When the time came to open, he didn't have enough money to do much advertising. However, since his restaurant was surrounded by many other restaurants and since there were over 25,000 undergraduate and graduate students looking for a place to eat, Higgins was certain his restaurant would do well even without advertising. After placing several help-wanted ads in the local newspaper, Higgins hired two waitresses to work for him. He couldn't afford professional cooks, so he hired several students to do the cooking.
Unfortunately for Higgins, the competition was more intense than he had anticipated. After two months, his restaurant was not doing very well. One of his waitresses had quit and the number of customers was decreasing.
(from Blanchard & Root, 1997, p. 111)
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