Faculty & Research
Hotel-Restaurant Co-Branding -- A Preliminary Study
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Vol 38 No 5
By: Juliette M. Boone
Executive Summary: The economic and operational value - and the potential drawbacks - of paring brand-name restaurants with hotels that previously operated a non-branded restaurant are examined. Findings were inconclusive regarding whether there were across-the-board qualitative or quantitative benefits created for both a hotel and restaurant when co-branding occurred. In some cases, operating a proprietary Food & Beverage outlet may be the best approach, as doing so gives the hotel operator unfettered control over the restaurant's operations. On the other hand, accommodating a leased or franchised restaurant removes many of the problems associated with hotel restaurants and takes advantage of the professional expertise and advertising clout afforded by many chain-restaurant companies.
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- Hotel-Restaurant Co-Branding -- A Preliminary Study By: Juliette M. Boone
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