A foodservice operator has ten precious minutes between shifts. In this fleeting “down time,” she has a big decision on her mind. Her kitchen counter space is limited and an undercounter refrigerator sounds like the perfect solution. But her expertise is in stir frying, not restaurant equipment. Where does our busy operator turn now? After all, this is the foodservice information age. Operators have more media formats than ever to guide their purchase decisions. Will she page through food industry publications, text an industry colleague for advice or turn to online user reviews? Will she contact a sales rep, or is it too soon for that? To truly understand which media formats guide the