How Next Restaurant uses Facebook to separate fans from fanatics: Unlike virtually every other restaurant in the world, Next Restaurant doesn’t take walk-ins or accept reservations by phone. Instead, it sells the bulk of its seats all at once through its website. But as any loyal follower will tell you, it takes work to be in the position to buy a ticket — lots of it.
Photo: David Beran, left, and Grant Achatz in the kitchen of Next, which has 30,000 Facebook fans who call themselves “Next Stalkers.” Credit: Erik Unger
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