the olive garden suffered from a "high water incidence rate" and "wanted their restaurant crews to emphasize the broad array of alternative beverage selections available" so as "to influence customers to abandon their default choice of tap water and experience other beverage choices to improve their dining experience." in response, the coca-cola usa-fountain offered the tap water reduction program h2no. the h2no program featured "beverage suggestive selling techniques (a technique used when a server suggests a profitable beverage in place of water to the customer during the ordering process)." alternative beverages including soft drinks, non-carbonated beverages and alcohol would be offered which would lead to higher "overall check averages" and greater profits. to further improve the effectiveness of the program, the "olive garden developed an employee incentive contest linked to h2no with ccusa-fountain called 'just say no to ho.'"