Restaurants reap rewards of loyalty initiatives

Restaurants reap rewards of loyalty initiatives

Operators looking for evidence that customer loyalty is more important than ever need look no further than Pam Felix, co-founder of California Tortilla. When she eats somewhere other than the 39-unit fast-casual chain she started, she’s looking for rewards.

“Even I own a loyalty card to somewhere else that will remain nameless,” Felix says, “so it definitely drives my thinking and other people’s.”

At a time when recession-weary customers are eating out less frequently, many

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