Reggie greets his regular customers by name every morning when they come in for coffee. He offers them a taste of anything special he is cooking that day. He has a database with their birthdays, and offers them free meals on their birthdays. Reggie hopes that this attention to his "regulars" will encourage them to

spread positive word of mouth

Explanation:

Based on the information provided it can be said that Reggie hopes that this attention to his "regulars" will encourage them to spread positive word of mouth. In other words he expects his regular customers will tell their acquaintances about the great experience that they are having at Reggie's store which will cause more customers to come into Reggie's store and make purchases.