A fast-food restaurant hired GPS Marketers to help them increase business. GPS discovered that the restaurant provided dip clips, a device that attached to a car's air vent to hold dipping sauces for chicken nuggets and fries. GPS capitalized on the innovation and developed a marketing campaign around the restaurant's efforts to make things convenient for their customers, from their pleasant service to their awesome drive-through experience to their innovative dip clips. Why is focusing on the life currency of convenience a good marketing strategy for a fast-food restaurant? Giving customers convenience means that the fastfood company doesn't have to worry about costs, so it can offer higher-quality products. If the customer experience is convenient, the company can reduce quality a little and suffer no negative impacts while saving costs. Providing customers with convenience and ease of use is an outstanding way to differentiate a business from others. Making things convenient for customers reduces the amount of work fast-food employees have to do