Faculty & Research
Turning the Tables
Cornell study finds unexpected connection between table characteristics and restaurant spending
FOR IMMEDIATE RELEASE
Joe Strodel, Jr., 607-255-4646, js343@cornell.edu
ITHACA, N.Y., December 21, 2004 - A Cornell University study on restaurant operations found that the best table from a guest's point of view may not be the best for the restaurant owner. The study, written by Cornell Hotel School professors Sherri Kimes and Stephani K.A. Robson, was published in the current issue of the Cornell Hotel and Restaurant Administration Quarterly (November 2004).
Kimes and Robson conducted the study at a Mexican-style restaurant in suburban Phoenix to measure the effects of table placement on spending levels. The study compared average check and meal duration at anchored tables with those in exposed locations and high-traffic areas.
The study found that guests dining at anchored tables spent no more than guests at other tables. In fact, customers in banquettes and booths stayed longer than guests at exposed tables, meaning that spending per minute was lower in the anchored locations. The seating pattern at the table (whether guests were opposite or side-by-side) had no effect on spending patterns.
The authors suggest that designers might want to examine the use of banquettes versus exposed tables. "The main goal for a restaurant designer should be creating a comfortable environment for the guest, while also maximizing the restaurant's revenue potential," says Robson.
The article can be accessed at: http://www.hotelschool.cornell.edu/research/chr/pubs/quarterly/featured/.
Sherri Kimes, Ph.D. is a professor and also the Richard J. and Monene P. Bradley Director for Graduate Studies and Stephani K.A. Robson is a lecturer at Cornell's School of Hotel Administration.
The Cornell HRA Quarterly (CQ) 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. For more information on the CQ, see: http://www.hotelschool.cornell.edu/research/chr/pubs/quarterly.
About the Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the Center's 40 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The Center also publishes the award-winning hospitality journal, the Cornell Hotel and Restaurant Administration Quarterly. To learn more about CHR and its projects, visit http://www.thecenterforhospitalityresearch.org/.
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