Restaurant marketers trying to envision the next big thing in advertising may start experimenting more with augmented-reality, or AR, mobile apps. But while the technology has the ability to surprise and entertain consumers with animated scenes on their smart-phone screens, a direct correlation to sales and return on investment remains a bit abstract, some early adopters say. The Krystal Co., which operates more than 400 quick-service hamburger restaurants throughout the Southeast, has ...

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