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Delectables (name changed for confidentiality purposes), a casual full-service restaurant chain, had 42 locations across the country—with plans to keep growing.

Known for their attentive staff, lively ambience, high-quality menu items and innovative fusion specials, the chain recently found themselves at an important decision-making point in the evolution of the business.

While Delectables was doing quite well, management had—up until then—been making guesses about which menu items their customers might enjoy. While that amount of guessing had been mostly successful to date, the restaurant realized it was time to up their game—and to begin really listening to their patrons about what they wanted.