Article: Houston Chronicle Marketing Column.(Knight Ridder/Tribune Business News)

Jan. 5--TIGER GIVES RIDE TO ANTONE'S DELI: Like any self-respecting chain of fast-food restaurants, Antone's Famous Po'boys & Deli wants to expand in a big way.

The Houston company wants to break beyond the boundaries of Houston and Texas. Antone's would like to make a fortune without risking the fortune it's already harvested here in the Lone Star State.

"Usually your choices include opening one location in a new market, and you get lost because you can't justify a citywide advertising campaign for just one store," said Antone's Chairman Niel Morgan. "Your other choice is to open 10 to 15 stores all at once, but that raises the stakes substantially."

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