Social Studies

Swedish furniture giant Ikea has done just that, launching a division called the Small Biz Network to accommodate entrepreneurs starting ventures. A quarterly electronic newsletter invites small-business owners into a local Ikea store for a networking event. Brands that encourage consumers to join their retail communities are hoping for a greater degree of customer loyalty in return. For many, it's too early to predict results, but when asked if she would try out any of the other assembly-meal places opening up around town, Feldpausch replied, "I would feel disloyal if I were to go to another. It's sort of like walking out on a friend."

That's the spirit, girlfriend.