Restaurants are struggling to balance the need to increase traffic with the need to protect margins in the face of challenges such as minimum wage hikes and rising costs. Traditional reward programs can drive short-term revenue, but their reliance on discounts can put pressure on the bottom line. Thanx CEO Zach Goldstein discusses how successful brands are using non-discount loyalty strategies and data-driven personalization to incentivize customers to spend more without becoming reliant on discounts.