restaurant light users consumer trends Hill Street Studios/Blend Images/Thinkstock

How restaurants can drive visits from lighter users

More than $1 billion in incremental sales can be tapped by targeting customers who visit less frequently, NPD finds

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, “Losi

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