Open AccessAn Evaluation of Guests’ Preferred Incentives to Shift Time-variable Demand in Restaurants
Author(s) -
Alex M. Susskind,
Dennis Reynolds,
Eriko Tsuchiya
Publication year - 2004
Publication title -
cornell hotel and restaurant administration quarterly
Language(s) - English
Resource type - Journals
eISSN - 1552-3853
pISSN - 0010-8804
DOI - 10.1177/0010880403260108
Subject(s) - incentive , business , advertising , revenue , marketing , variable (mathematics) , revenue management , economics , microeconomics , finance , mathematical analysis , mathematics
Asked for their reactions to specific demand-shifting tactics based on revenue management, patrons of a restaurant in Ithaca, New York, indicated that they generally would be willing to shift their dining time to off-peak hours in exchange for discounts on menu items. Better than three-quarters of the 367 respondents agreed that they would accept an incentive for dining at an off-peak time. Specific results and conclusions are detailed below.
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