Checking my mail one day, I received an oversized postcard from a restaurant called Lena’s Italian Kitchen, offering 20% off my first order. As a New York City resident, I can say that this was the first (and only) solo Direct Mail piece I ever received from a restaurant. As a direct marketer, I applauded their strategy… what a great way to stand out in a very crowded landscape. Just how crowded? According to a recent report from Crain’s New York, crowded to the tune of over 26,000 restaurants across the five boroughs!