Developing rrm kimes.

Cornell Hotel and Restaurant Administration Quarterly
http://cqx.sagepub.com Developing a Restaurant Revenue-management Strategy
Sheryl E. Kimes, Deborah I. Barrash and John E. Alexander CornellHotel and Restaurant Administration Quarterly 1999; 40; 18 DOI: 10.1177/001088049904000505 The online version of this article can be found at: http://cqx.sagepub.com/cgi/content/abstract/40/5/18Published by:
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On behalf of:
The Center for Hospitality Research of Cornell University

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Developing a Restaurant Revenue-management Strategy
time
with
or

Propoundingtheories is one thing, but too often the intended beneficiary hasn’t the
tools to check their usefulness. Here’s
a case

where researchers worked

a

local restaurant to test their ideas, makerecommendations for

improvement,

by Sheryl E. Kimes,
Deborah I. Barrash, and John E. Alexander

and track the results.

s
~

explained in a paper pub-

lished last year in this ournal,the goal of restaurant revenue management (RRM) is to maximize revenue per available seat hour

(RevPASH) by manipulating price
and meal duration.’ In the first paper of the
current

seriesdiscussing

the steps of RRM,2 co-author Kimes discussed how RevPASH can be measured and used to evaluate restaurant performance, and she presented a five-step approach for implementing RRM. In thispaper we explain how we developed a revenue-management strategy for a 100-seat casual restaurant in Ithaca, New York. 1 E. Kimes, Richard B. Chase, Sunmee Sheryl Choi, Philip Y. Lee, and Elizabeth N....