Managing revenue 2

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MANAGING YOUR REVENUE: Module 2DURATION MANAGEMENT

INTERNATIONALCULINARY CENTERThe ChallengeManaging duration without compromising the guest experience!

INTERNATIONALCULINARY CENTERManaging Restaurant Revenue(c) Cornell University2

Basic Approaches to Managing DurationMenu design Process design Communication toolsFacility design


Using the Menu to Help Manage DurationMake it easier for the guest to orderPrint out or post specialsClearly explain menu items on the menu (freeing up the server for other tasks)Minimize decision-making through good menu design


What Not to Do!

INTERNATIONALCULINARY CENTERMinimizing Decision MakingGood

Not so goodRigatoni with traditional veal ragu Just like Nonnas!Fettuccine Duso a creamy garlic and cheese sauce with basilFarfalle Primavera Butterflies with fresh pea shoots, asparagus, morels, and herbsPick any pasta and any sauce:

PASTA CHOICESSAUCE CHOICESRigatoniTortelliniRaguArrabbiataFettuccineBucatiniDusoBurro e SalviaFarfallePiciPrimaveraVongoleLinguineRadiatoreAmatricianaPomodoro

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Make it easier to the staff to prepare the dishDegree of pre-prepEquipment throughputComplexity of preparation and/or plating

Using the Menu to Help


Process Design

Make the menu available before guest is seatedTake the food order before guest is seatedSmoothly transfer the tabDrop the check with the coffee (if appropriate!)Process check tableside (if possible)Make it easy for the host to see status of the table


An Aside: the Role of HostGreeting guestsManaging reservationsAssigning guests to tablesSeating guestsKeeping the stations balanced

The host is your primary revenue manager!


Reduce Time Between CustomersCommunications:Between server and busserBetween busser and hostService improvements:Rapid bussing and reset How complicated is the reset process? Can it be simplified by design?Table management:Letting the host know the table is freeManaging party size S. Kimes


Reduce Arrival UncertaintyForecast arrivalsHave well-documented reservation policiesHave the right mix of table sizes to match your customer party mixTake credit card depositsApply cancellation penaltiesCall and remind customers of reservations S. Kimes


Environment and DurationUsing music

Using seat placement


INTERNATIONALCULINARY CENTERGUEST GREETED BY HOSTTABLE READY?PROCEED TO BARGUEST SEATED AT TABLEDRINK ORDER TAKENDRINK ORDER DELIVERED APPETIZER DELIVEREDMEAL ORDER TAKENGUEST SEATED; DRINKS TRANFERREDAPPETIZER CLEAREDENTRE DELIVEREDENTRE CLEAREDDESSERT MENU PRESENTEDDESSERT/COFFEE ORDER TAKENCOFFEE DELIVEREDDESSERT DELIVEREDCHECK DELIVEREDPAYMENT METHOD PRESENTEDPAYMENT PROCESSEDCHANGE/RECEIPT RETURNEDGUEST DEPARTSTABLE BUSSED AND RESETNOYESPRE-PROCESSPOST-PROCESSIN-PROCESS

Managing revenue 2

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