PROLOGUE

When it comes to customer loyalty, there is no final destination. It is a journey. Loyalty is relational and emotional, and, like all relationships, it must be worked on to be maintained. Capturing and holding onto the heart of today’s empowered consumer is a journey requiring constant change and an intentional pursuit of relevance in the marketplace.

In many regards, this is a story of one brand’s determination to embrace the customer of the future while holding onto a rich legacy of passionate and devoted customers. Now spanning three decades, Tasti D-Lite has not only navigated two different business models within rapidly shifting competitive and economic landscapes, but it has jumped headlong into that great disruption called the ...

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