LORELAI: Wow, busy today. Has Luke been advertising or something?
RORY: He gets good word-of-mouth.
LORELAI: Well, we have to start spreading bad word-of-mouth so we can always have a table.
RORY: Well, that would be wrong, but sure.
The show opens with Lorelai and Rory having a weekend breakfast at Luke’s and finding it disturbingly busier than they anticipated. (It actually doesn’t look busier than any other time they’ve shown Luke’s diner on a weekend at breakfast time).
Even though there’s a free table right inside the door, they still joke about ruining Luke’s business to make sure they never, never, ever, run the risk of missing out on a table. Then they end up ordering coffee and muffins, which they … didn’t really need a table for, anyway? They could have taken those to go. But from the goofy way Lorelai gazes at Luke, it seems she’s here for more than food …
Lorelai is surprised to see Luke being polite and friendly to a customer, saying he’s usually so gruff. Luke is chatting to a middle-aged woman sitting alone – probably trying to make her feel welcome, as single, older women quite often get short shrift in cafes and restaurants. It’s not only a kind gesture, but good business sense (and quite believable behaviour for someone who lost their mother young and was brought up with traditional values). No wonder he gets good word-of-mouth!