Diners want nutritious options yet many are reluctant to pay more for them
Restaurant consumers may want more healthful offerings, but most are not willing to pay more for them, according to new research from The NPD Group. For the year ended in February, 9 percent of all restaurant visits were made based on consumers’ desire for healthful or light fare, down from 10 percent in 2007. The decline illustrates that consumers are not willing to pay a premium for more healthful items given the current economic climate, said Bonnie Riggs, a restaurant analyst with ...
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