When the Customer Is in the Neighborhood

Restaurant promotion is going high-tech.

Franchise restaurants have long tried to drum up business on the local level with newspaper ads and with mass mailings of coupons and other promotional offers.

But now franchisers have a host of new ways to drive business to individual stores, thanks largely to the explosion in recent years of technologies that recognize a user’s location.

Among others: Burger King Holdings Inc. (BKC) is test-marketing an iPhone application that helps users find its restaurants and view local deals, and Quizno’s Corp. and Applebee’s International Inc. are readying similar apps.

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