Like hotels, restaurants have access to a wealth of data about their customers, which can be collected and put to good use. For example, data can be used to track customer preferences and buying habits for frequent diner programs and other loyalty offerings. It can also be used for effective and customized service delivery. In addition, DRM has a highly complementary value for the lodging industry, where customer behaviors and preferences are already tracked. Challenges for restaurants include how to store and use customer information on the front line.