Big Chain or Not, People Love Free Wi-Fi

What puzzles me is why small business owners don’t look at this and say, “You know what? If I am going to compete with these big stores, I should set up free wifi and a nice bathroom. I should try to make my customers feel as welcome and comfortable as I can.”

Jon Wilkins, an evolutionary biologist, considers why megachains like Starbucks offer customers unlimited free Wi-Fi (after offering limited access in the past), and if it’d be smart for local, independent shops to consider offering the same amenities (yes, he says).

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