The restaurant industry’s most effective digital and mobile campaigns in 2012 showed the power of using new media not for fan acquisition but for fan engagement. Some were high-profile giveaways like Papa John’s online-ordering promotions that featured NFL quarterback Peyton Manning and tied in with the Super Bowl. Others succeeded by being barely noticeable to guests, like Cinnabon’s and Texas Roadhouse’s behind-the-scenes work to correct and optimize all their ...

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