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Marketing Stunts

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phaal-man-vs-food-150.jpgA New York Indian restaurant has seen an uptick in business after it was featured on Man vs. Food for its phaal, a curry dish so hot the cooks have to wear gas masks when preparing it. "They keep on airing it again and again, which helps," said one of owners. The American dream: come up with a gimmick, get on TV, watch the money roll in. [WSJ, EMD]