One of the biggest goals of mobile payments has been connecting the consumer transaction with a store’s loyalty program to leverage data for customized offers, but many quick-service restaurants have struggled to make that happen.

Mobile marketing specialists like LevelUp and Punchh are making headway by linking purchase data from transactions with loyalty and rewards programs, but the two companies are split on how they use Near Field Communications-powered mobile payments, underscoring an ongoing dilemma.

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