Missed Opportunities

Last night as my wife and and kids went to dinner at a local franchise restaurant we were given a coloring page to keep our oldest boy occupied while we were waiting for dinner.
I have seen a hundred of these and even contests where the winner of an age group would win something.
My boy loves it as his "art" (I wouldn't all it that) is hanging on the wall of the restaurant.
There are spaces on the the bottom for only his name and age.

Why could they or you not come up with a program that captures either physical or email addys for future marketing efforts.

The possibilities are endless as to what could be done with this, but why is such an obvious list building opp missed over and over again.
This particular "potential" list is of huge value to the restaurant as it identifies that they have at least 1 child and could gather such info as physical and/or email addy and the kids B-day.

How many restaurants do you know that that host b-day parties for children?
I would bet the ther estaurant that took advantage of this list building opp would host the most b-day parties/events!
Just food for thought.
Jason