Marketing

This chapter discusses several topics within the marketing discipline, from preparation and execution of a marketing plan and media plan to sales strategies for food and beverage products, services, and events. It offers the reader a broad understanding of sales and marketing in general, explains restaurant marketing's definition of the four Ps of marketing, eight Ps of restaurant marketing, emphasizes marketing strategic activities, and explains the concept of restaurant revenue management. It discusses a pricing strategy within the scope of a marketing plan development.

Perceived fairness of revenue management practices in casual and fine-dining restaurants

PurposeRestaurants typically have small profit margins and with the pressure of increasing food and labor costs, management is looking to revenue as a way to maintain and drive profits. One technique to increase revenue is through revenue management practices, but management needs to be aware of their customers’ reactions to these practices prior to implementation. The paper aims to discuss this issue.Design/methodology/approachThis study utilizes linear regression to determine the impact of select restaurant revenue management practices, customers’ familiarity with revenue management in general and in restaurants specifically, and customers’ demographics on perceived fairness of revenue management practices in casual and fine-dining restaurants.FindingsResults indicate that customers find certain restaurant revenue management practices, such as charging premium prices on certain days of the week, fair in both casual and fine-dining restaurants, while others are not in either. Non-refundable reservation fees were found to be fair for fine-dining establishments only. Increased familiarity with restaurant revenue management was associated with higher perceptions of fairness for both casual and fine dining. Age was the only demographic studied that affected perceived fairness.Originality/valueThis study is the only known study to simultaneously evaluate the impact of price and duration restaurant revenue management techniques in combination with customer demographics and revenue management familiarity on consumer perceptions of fairness.

RESTAURANT REVENUE MANAGEMENT: GESTÃO DE RECEITAS EM RESTAURANTES_ APLICAÇÃO DO MÉTODO REVENUE MANAGEMENT NO AMBIENTE DE RESTAURAÇÃO

Revenue Management (gestão de receita) é um método de gestão utilizado para analisar o comportamento dos consumidores dentro de um cenário restrito e definido. Através dos dados obtidos é possível elaborar estratégias de forma a otimizar a disponibilidade e os preços praticados, com o intuito de maximizar as receitas. A premissa do Revenue Management é vender o produto certo, ao consumidor certo, na hora certa, pelo preço certo. Assim sendo, o que o Revenue Management busca é o entendimento da percepção de valor do cliente em relação ao produto ou serviço, podendo assim equalizar os preços praticados com a disponibilidade, como forma de potencializar a geração de receita. Aplicar a análise Revenue Management significa, na prática, determinar preços de acordo com os níveis de demanda previstos de modo a oferecer um melhor preço àqueles clientes que estão dispostos a adquirir o produto ou serviço em períodos de menor demanda e adequar os preços nos períodos de maior demanda para os clientes que derem preferência a este. Este artigo tem como objetivo realizar uma revisão bibliográfica sobre o sistema de Revenue Management aplicado a ambientes de restauração efetuando assim um levantamento das premissas, peculiaridades, estratégias e ferramentas de implantação do referido sistema.