Until this, IHOP sees a much more specific finish line ahead for its Amazon NASCAR partnership.

“We are looking for a direct correlation between exposure to traffic, but more than that, we’re looking for positive sentiment and we’re looking for buzz and conversation: ‘Hey, did you catch IHOP? Hey, they were at the races,’” Yamamichi said. “We want to drive brand momentum, we want to show up for our consumers and make sure that we’re fitting with their lives, and we’re there when they need us to be.”