Since this word consists of a kanji with hiragana attached, you can bet that it will use the kun'yomi reading. You didn't learn that reading with this kanji, so here's a mnemonic to help you: You have to run a business. Your business is to make people eat who don't want to eat. "HEY, YOU EAT NOW!" (いとな).
My parents run a massage therapy business, so I can get 'all-you-can-take-massages' at home.