Asked for their reactions to specific demand-shifting tactics based on revenue management, patrons of a restaurant in Ithaca, New York, indicated that they generally would be willing to shift their dining time to off-peak hours in exchange for discounts on menu items. Better than three-quarters of the 367 respondents agreed that they would accept an incentive for dining at an off-peak time. Specific results and conclusions are detailed below.
Susskind, A. M., Reynolds, D., & Tsuchiya, E. (2004). An evaluation of guests’ preferred incentives to shift time-variable demand in restaurants [Electronic version]. Cornell Hotel and Restaurant Administration Quarterly, 45(1), 68-84. Retrieved [insert date], from Cornell University, School of Hospitality Administration site: http://scholarship.sha.cornell.edu/articles/382/