Wishing to do more than surmise about why sales or guest frequency may be rising or falling, restaurant chains such as family feeder IHOP are embracing customer relationship management, or CRM, technologies or services to gain better insights into such developments and cement bonds with their clientele. "We may think things are going well because sales are up," says Patrick Piccininno, Glendale, Calif.-based IHOP's vice president of information technology, or IT. "But instead of ...

Register to view this article

It’s free but we need to know a little about you to continually improve our content.

Why Register?

Registering allows you to unlock a portion of our premium online content. You can access more in-depth stories and analysis, as well as news not found on any other website or any other media outlet. You also get free eNewsletters, blogs, real-time polls, archives and more.

Attention Print Subscribers: While you have already been granted free access to NRN we ask that you register now.We promise it will only take a few minutes!

Questions about your account or how to access content?

Contact:Desiree TorresDesiree.Torres@penton.com

Already registered? here.