target light users Making your menu more appealing to a broader customer base is vital to success. BY JOHN UNREIN Getting less-frequent customers to shop and dine more often at bakeries, cafes and restaurants may seem like an obvious strategy, in terms of boosting sluggish US foodservice traffic growth. The lingering question is how to accomplish this task. If half of all light users made one more visit per year, it would be an incremental increase in sales of $1.1 billion, according to the NPD report. The majority of consumers (75 percent) who have decreased their restaurants visits say they watch how they spend their money on most or all purchases, and a high percentage of these respondents think that restaurant prices are too high, according to the NPD report, "Losing Our Appetites for Restaurants." Top: Local branded coffee brings in more customers at Meshugga Bagels in Kansas City. Bottom: Floriole Cafe and Bakery became an instant hit in Chicago by featuring "wholesome" sweets. 28 < MAR 2017 | bakemag.comhttp://www.bakemag.com