Offering new menu items at a low price may no longer be enough to attract today’s consumers, according to a new study from market research firm The NPD Group. Instead, a menu item’s ingredients, look and description are the most relevant decision-making factors driving customer trial. NPD’s study, "Menu Item Trial: Motivating First-Time and Repeat Orders," reveals what truly inspires today’s consumers to purchase a limited-time offer — and topping ...

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