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Creating consumer demand in a saturated market

Restaurant supply is outpacing demand, NPD finds, but operators offer ways to attract consumers

It’s one of the big questions industry experts have been asking for several years now: Are there just too many restaurants in the U.S.? New data from market research firm The NPD Group offers an answer.

“We still have — even though supply has declined — more supply than we do demand,” said NPD analyst Bonnie Riggs. “There are more seats than there are bodies to fill them.” 

According to NPD ReCount, a tally of U.S. commercial rest

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