How restaurants can drive visits from lighter users

December 19, 2016

Restaurant industry traffic growth fell into negative territory in the third quarter, for the first time since 2010, according to new research from The NPD Group.

To grow business in this market, restaurant operators must focus on increasing frequency of visits, particularly with lighter users, NPD said.

“To see it that negative is quite a surprise,” NPD analyst Bonnie Riggs said. “It’s about visit frequency.”

A new NPD report, “Losing Our Appetites for Restaurants,” traces the slow growth to creating heavy users, or consumers who visit restaurants three or more times per week. This group reduced overall visits to restaurants