Ever since Google has been sending these out, I have seen threads from business owners asking how they can get replacement decals. For one reason or another, these people have lost or damaged the decals, and had no way to replace them.
Cecelia said in the thread:
We're working to create a way for you to request a new Favorite Places decal if something happened to the original one. In the meantime, please hold tight and know we're working on this.
Seems like it is coming soon, probably within the Google Local Business Center. When it does go live, we will let you know.
She also answered a frequently asked question:
Can a business which didn't receive a decal request one?
No, it is not possible for a business to request becoming a Favorite Place. Businesses can sign up for Local Business Center to become eligible and if they meet our criteria, they may receive a decal in the next wave.
Forum discussion at Google Maps Help