The numbers, which were reported by the NPD Group'sSalesTrac Weekly, also indicate that chain restaurantsare stealing business from independent restaurants,says Michele Schmal, VP of the NPD Group.In fact, major chain restaurants gained an additional3% market share between 2001 and 2004.
Schmal attributes much of the growth to new products,new promotions and new advertising. In particular,chains have created new menu offerings with higherquality, more innovative foods such as salads andgourmet burgers. Moreover, better food is available ataffordable prices, she pointed out.
The strong sales growth is a marked improvement over2002 and 2003, which posted no growth. Schmal expectsthat 2005 will be another year for positive growth.
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