Cashier: Anything. One is our boxers and, as you can see, we `Never klose,' right on the fly.

MARC: And I plagiarized, to a certain extent, the Good Housekeeping seal of approval, made it look like the deli seal of approval. It says on there -- everything you buy from us has a little insignia on it that says it has a lifetime guarantee. And see, what that does is, it gets people talking about the place. They show their little insignia to somebody else. It gives the place customer responsibility. It seems like we're really here.

HATTIE: But it's outrageous to tell somebody their T-shirt's going to last forever.

MARC: And I can't wait till they bring--we sell the disposable cigarette lighters with a lifetime guarantee. I only want them to come back. I only want to gladly give them another one. I mean, for the price of a lighter I have somebody coming back in...

HATTIE: You buy one, you get the rest of them for your life for free.

MARC: Forever. Just bring it back out of fuel, bring back the T-shirt; you don't like the style, it faded, you washed it with your wife's pink underwear. Any reason there is, you don't like it, we're going to give you another one. Your pen runs out of ink, you break the mug you buy from me, I'm going to give you another mug.

HATTIE: All right. Now have you put the pencil to this? Is this working?

MARC: My gut tells me, and my intuition tells me, I keep what I have by giving it away. It's the only way for a signature restaurant to grow.