What's your brown paper bag?

Thanks go to Verne Harnish for this little story:

Craig Hodges, Managing Director of Australia-based King Content (http://www.kingcontent.com.au), suggested the best business question I've heard in 2010 -- "What's The Brown Paper Bag in Your Business?"

As the story goes, Craig was in NYC and managed to garner a dinner reservation at the famous Gramercy Tavern. One thing led to another and he ended up closing the place down, enjoying beers with the staff (what Aussie's do best!). As he was leaving, the staff handed him a brown paper bag and said it was a little something for breakfast the next morning. He started to look inside, but was instructed to keep it closed until the sun came up. Delight Inside -- when Hodges was ready for breakfast the next morning, he found inside the properly sealed bag a freshly baked muffin, muesli, and an orange juice -- a welcomed delight.

It was then that he wondered "what was the brown paper bag-equivalent in his business?" He wondered how his business could generate the same word-of-mouth promotion he's given Gramercy Tavern as a result of something so simple, yet memorable?
What could be your brown paper bag?