When immigrant Nathan Handwerker, an employee at the very successful Coney Island fast food eatery Feltman's, went out on his own and opened a competitor, he had problems. First, he tried to undercut his old boss on price, but only succeeded in making customers skeptical of the quality. Next, he either had bums dress as doctors, or offered free food to doctors and nurses in uniform. Either way, the public came to identify Nathan's Famous with medical professionals.
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