WiFi and warchalking as marketing

Schlotzky's, the popular deli chain with hundreds of stores across the country, has been rolling out their free WiFi offering with great success, apparently. The original plan had been to provide it only to the company-owned stores (95% of the stores are owned by franchisees), but the popularity of the WiFi offering has attracted the attention of the franchise owners, who want it for their stores as well.

Part of Schlotzky's marketing campaign has included "warchalking," which the WiFi user community has adapted from the old markings hobos used during the Depression to indicate where a good place to get food was, or places to avoid. There is a simple set of symbols that are literally drawn in chalk on the sidewalks in front of locations where there is free WiFi.