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Lost opportunities in restaurant revenue management

Author

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  • Iris Vieveen

    (Hotelschool The Hague)

Abstract

Since, in other industries, revenue management has proven to result in higher productivity and profitability, it is much wanted in the restaurant industry. Therefore, the idea of this research study is to find out “How is restaurant revenue management (RRM) currently managed in full-service restaurants and what RRM developments are expected to be put into practise within the upcoming 1–3 years?”. Regarding the short-term future, no major changes are expected, only the today’s techniques might evolve. New tools and techniques will be introduced later, but depend on the direction that service will go. If RRM becomes more transactional, the restaurant industry will look more like the hotel industry, which includes a standardized service with the emphasis on tools that collect and analyse data automatically. On the contrary, if service becomes more personalized, it will be about emotional engagement, a greater emphasis on loyalty to optimize revenue.

Suggested Citation

  • Iris Vieveen, 2018. "Lost opportunities in restaurant revenue management," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(3), pages 194-199, June.
    • Handle: RePEc:pal:jorapm:v:17:y:2018:i:3:d:10.1057_s41272-017-0109-x
    DOI: 10.1057/s41272-017-0109-x
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    Cited by:

    1. Henri Kuokkanen, 2024. "Strategic levers of revenue management: a three-dimensional model to categorize industries," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 23(4), pages 369-376, August.

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