Sales forecast models $($especially for restaurants$)$ often use night$-$time part sales as a proxy for the actual reason for patronage, resulting in incomplete conclusions. While nighttime part behavior patterns can be very insightful, the issue is not really when they$$re coming, but why they will come to a particular location. In reality, the driver of the actual shopping occasion can vary considerably $($proximate to work, shopping, or home.$)$ Understanding why customers are shopping in a particular area is not important.

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True

False