The restaurant industry is experiencing a data surge. New technologies are surfacing, business is moving quicker, and data collection resources are abundant. As a result, detailed information that identifies everything from a customer’s favorite menu selection to the exact time of day they buy lunch is flowing into most restaurant businesses like a raging river. Food service industry veterans may find this influx of information daunting, but it is a potential marketing gold mine if it can be efficiently and effectively organized, managed, and analyzed.