Transcript Folie 1 - GastroProfessional

Evaluation of Table
Reservation Systems for
Restaurants
Anderegg Diego, Berger Tanja,
Malicovscaia Iana, Zhang Xi
July 4, 2014
Content
Problem Setting / Methodology
Reasons for Implementing
Aspects to Consider
Typology of Restaurants
The Systems on the Market
First round of Interviews / Criteria Catalogue
Second Round of Interviews
Matching
Conclusion and Recommendation
Limitations
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Problem Setting
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There are many ORS on
the market
Limited research about
ORS
Creation of guidelines
necessary
Identification of services
which are demanded by
restaurants
Based on Kimes, 2011, Heo,, Hu, Lee and Mattila, 2013; Gao, Hwang and Jang, 2010; Prewitt, 2005
Methodology
Literature Research / Desk Research
Reservation Systems
Criteria
Typology
Existing Systems
Interviews / Primary Research
Interviews Round I
Criteria Catalogue
Interviews Round II
Benchmarking of Systems and Needs / Conclusion /
Recommendations
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Reasons for Implementing an ORS
24 / 7 reservations
Additional services
Segmentation / statistics
Promotions
Consistent service quality
Revenue management
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Loss of personal
interaction
An unsuitable ORS can
cost time and money
Not all customers go
online
Kimes, 2009; Kimes, 2011; Beard and Kimes 2013;Prewitt, 2005
Aspects to Consider Before Implementing an
ORS
Customer preferences
 Incrementality of the business
 Additional services
 Trends (mobile, computerized
revenue management)
 Commoditization
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Miller and Washington, 2012; Kimes, 2009; Kimes, 2011
Typology of Restaurants
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Almanza, Canziani and McKeig, 2010; Demen Meier, 2005; Gastro Suisse, 2013
The Systems on the (Swiss) Market
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First round of Interviews / Criteria
Catalogue
24 criteria were found
Time on the market
Price
Independency
Panorama pictures
Booking processes
Confirmation
Additional services
High profile
Integration with the offline system
Statistics, marketing
Support
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Results I
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City fast casual
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No ORS is used
Most important factors
are the closeness to
companies
Not the target of ORS
Result II
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Country fast casual
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Participation in ORS is not
seen as essential
Systems should be easy to
handle
Used as a marketing
platform
Fees per booking
Results III
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City moderate
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Prefer fees per booking
Limited number of
bookings
Not keen on ORS
Results IV
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Country moderate
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Does not really need ORS
Visual attractiveness
Integration with the offline
systems
Announcement of
upcoming events
Marketing tool
Results V
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City upscale
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Support
Collaboration with SM
Web-based usage
Billboard effect
Offline integration
Individual upload of
information
Marketing
Result VI
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Country – upscale
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Want to change the
content on their own
Marketing effects
Importance of 360°
panorama pictures
Matching
Restaurant type
Matching systems
Systems to consider
additionally
1. City – fast casual /
business dining
Bookatable (light package),
Localina (light package),
Zagat, tourismusschweiz, Freetable
2. Country – fast
casual / business dining
Bookatable (light package),
Localina (light package),
Zagat, Freetable
3. City – moderate /
Bookable, Localina, Zagat
Freetable
Bookable, Localina, Zagat
Freetable, tourismusschweiz
5. City – upscale
Bookatable, Besttable,
Lunchgate, Localina
Freetable, iTaste,
OpenTable
6. Country – upscale
Bookatable, Besttable,
Lunchgate, Localina
Freetable, OpenTable,
iTaste,
casual
4. Country – moderate
/ casual
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Conclusion and Recommendation
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Not efficiently adopted
Most restaurants do not see
a need of adopting a system
Fees per booking are
preferred
Perceived as a marketing
tool
Upscale restaurants are keen
on the systems
Different solutions for
upscale and moderate /
casual needed
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Limitations
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Qualitative data
Questions perceived
differently
Representativeness
Bibliography I
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Almanza B., Canziani B. M., & McKeig M. J. (2010, July 30). Assessing the utility
of restaurant descriptors and typologies for advancing the body of knowledge in
restaurant management. Paper presented at the International CHRIE
Conference. Amherst: University of Massachusetts.
Beard, J. & Kimes, S. E.& (2013). The future of restaurant revenue
management. Journal of Revenue and Pricing Management, 12(5), 464–469.
Gao, L., Hwang, J. & Jang, W. (2010). Joint demand and capacity management
in a restaurant system. European Journal of Operational Research, 207, 465–
472.
Demen Meier, C. (2005). Proposition d’une typologie des entreprises de la
restauration en Europe [Proposition of restaurant business typologies in
Europe]. In Hermés & Lavoisier (Eds.), Tourisme et PME (pp. 257–283).
GastroSuisse (2013). Branchenspiegel [Industry report]. Zürich:
GastroSuisse.
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Bibliography II
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Heo, C.Y., Hu, C. ,Lee, S., Mattila, A., & (2013). Restaurant
revenue management: Do perceived capacity scarcity and price
differences matter? International Journal of Hospitality
Management, 35, 316–326
Kimes S. E. (2009). How restaurant customers view online
reservation systems. Cornell Hospitality Report, 9(5), 4–15.
Kimes, S. E. (2011). The future of distribution management in
the restaurant industry. Journal of Revenue & Pricing
Management, 10(2), 189–194.
Miller, R. K.& Washington, K. (2012). Dining & the Internet.
Restaurant, Food & Beverage Market Research Handbook, (4), 239242.
Prewitt, M. (2005). Operators see pros, cons in onlinereservations boom. Nation's Restaurant News, 39 (9), 1–6.
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Sources Pictures
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Slide 3: http://rabid--rabbit.deviantart.com/art/Confused-Mother-Hospital-Clip-ArtIllustration-435733247
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Slide 15: http://www.travelenvogue.com/specials-and-reviews/view/125/Lake-TahoeRestaurants-Waterfront-Dining
Slide 16: http://www.management-mentors.com/about/corporate-mentoringmatters-blog/bid/100723/3-Problems-and-Solutions-with-Mentoring-Matching
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