Why consumers go to restaurants instead of supermarkets

Convenience, cravings, atmosphere drive diners to QSRs, study finds

Cravings and fun atmospheres drive consumers to restaurants rather than the local supermarket when time-starved families need a solution to the age-old question, “What’s for dinner?” according to a new report from The NPD Group.

The market research firm found that nearly two-thirds of prepared foods sold at retail come from traditional supermarkets, but there are advantages that restaurants can leverage to prevent further erosion in their takeout-meal market share fro

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