NRN 50: Custom content

Operators succeed when giving consumers exactly what they want

When Bill Dover started working in the restaurant industry close to 50 years ago, Burger King’s “Have It Your Way” campaign hadn’t launched yet. And fast food wasn’t always so fast.

Back in the day, orders were handwritten. So holding pickles, lettuce and adding extra bacon was still a hassle, said Dover, a consultant and director of Toronto-based Xela Enterprises, which has 135 quick-service restaurants in North and South America.

But with new poin

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