John Nastav Franchisee of Crescent City Beignets

To New Orleans natives, a beignet is more than a square fried piece of dough coated with powdered sugar-it's culture and history. So how does this Southern favorite make it in urban Chicago?

It's the challenge John Nastav was prepared to face when he bought a Crescent City Beignets franchise in the Chicago area. When Nastav, 55, opened his doors a few months ago in Lincoln Park, he figured customers would come in and say, "You're selling beig-whats?" Instead, he discovered that Chicagoans are big beignet fans. "We're shocked," he says. "The majority of people know what they are."

Though Nastav figures these instant customers have visited New Orleans, he also markets the product to reach those who aren't in the know. His direct advertising, consisting mostly of fliers and mailers, targets the local hospital, colleges and schools. Plus, he's got a publicist on the case.