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Peg Leg Pete's Case Study

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Peg Leg Pete's is a Pensacola Beach, Fla., oyster bar that might be found in any beach town on the state's panhandle. It's directly accessible via Fort Pickens Road or the adjacent Lafitte Cove Marina. Patrons who don't feel like dealing with traffic on the road — and have the necessary means — pull up in their boats and enter past a large wooden sign into the lower level of the restaurant's outdoor seating. Inside, the long L-shaped bar has a dull sheen from years-old lacquer. The wall is covered with dollar bills containing messages written in permanent black marker. At the far end of the bar, someone is ceaselessly shucking bivalves to be served raw, on the half shell, by the dozen or half-dozen. This is not the kind of place that offers
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