| Ithaca, N.Y., April 26, 2004 � More than 75
percent of 367 patrons of a restaurant here said they would be willing
to dine during off-peak hours in exchange for discounted prices, according
to a research paper produced by Cornell Hotel School Professor Alex Susskind
and published in a recent issue of the Cornell Hotel and Restaurant Administration
Quarterly.
Two of every three respondents even said that they would be able and
willing to change their dining time to earn such an incentive.
�Study results suggest that restaurant managers who do not take reservations
may want to consider using incentives to increase business during off-peak
hours,� Susskind said. �That strategy could result in both increased
revenue and a more satisfied customer base, one that no longer must endure
long waits for a table.�
Respondents completed questionnaires while queued up for dinner at this
popular, casual-dining restaurant, which does not take reservations.
Other key findings:
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Respondents under age 30 were more likely than older respondents to accept
price-related incentives to change their dining time.
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Patrons planning to spend an above-average amount (respondents who planned
to spend over $40 per person were most interested) and those dining for
a special occasion looked favorably on special service or product offerings
as enticements to change dining times.
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Patrons not willing to wait a long time for a table showed interest in
discounted menus. Overall, respondents gave 30 minutes as the median length
of time they would be willing to wait for a table, with a mean just under
39 minutes. However, the maximum waiting time for busy periods at
this restaurant stretches to over an hour.
The Cornell HRA Quarterly is the premier journal of applied research serving
hospitality practitioners and scholars. The award-winning CQ is published
by The Center for Hospitality Research at the Cornell Hotel School.
About The Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for
Hospitality Research (CHR) sponsors groundbreaking research designed to
improve practices in the hospitality industry. Under the lead of CHR's
34 corporate supporters, experienced scholars work closely with business
executives to discover new insights into strategic, managerial and operational
issues.
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