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 restaurateurs are ...

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