I can't answer as to the use of NM; the three I did were all EMT. I like EMT. Yet, I might have some useful advice ...
I cannot stress enough the need to get SPECIFIC and detailed information as to what equipment will be used and where it will be placed. "Cut sheets" should be available from the equipment suppliers that detail how much power each appliance will need, and where it will be located.
For example ... IIRC, the last one I did needed 14 receptacles- some below the counter and one near the ceiling (for the ice maker on the soda machine)- spread over 11 circuits. That's just for the 'coffee' stuff - I'm not including the register, signs, air conditioning, lights, or anything else.
Overkill? Well, the customer had operated this sort of business before, and mine was the first one he had where he did not have 'nuisance trips' from several appliances being operated at once.
Likewise, plan for lots of ceiling-height receptacles for the supply of vendor-furnished 'bar signs.' These signs often have only 18" of cord. You'll want there to be an easy way to turn the circuit off at closing time.