Social media reviews and search engine rankings on sites like Yelp and Urbanspoon are more important than traditional advertising and promotions, according to a recent survey of franchise restaurant operators by GE Capital, Franchise Finance, or GEFF. In a survey conducted at the recent Restaurant Leadership Conference March 30-April 2, about 104 respondents offered insights on their views of the digital world and its influence. Fifty-six percent of respondents said they consider ...

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