Advances in Hospitality and Leisure by Chen Joseph S.;

Author:Chen, Joseph S.;
Language: eng
Format: epub
Publisher: Emerald Group Publishing Limited
Published: 2016-12-07T16:00:00+00:00

Restaurant paid advertising

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6

Open Table

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0

aMay select "All That Apply."

Reservations, Strength of Day, Other Restaurant Promotions

In 2013, of the Restaurant Week menu sales, it is estimated on average that 19% of the sales came from Open Table Reservations, while 22% came from restaurant reservations (non-Open Table) and 59% were walk-in guests. While 65% found that Restaurant Week guests purchased additional menu items, 35% found that the Restaurant Week guests did not purchase additional menu items.

For restaurants who participated in lunch during Restaurant Week, Friday, September 13 ranked #1 as the strongest day for Restaurant Week participation, while Thursday, September 12 ranked as the second strongest day for Restaurant Week participation. For restaurants who participated in dinner during Restaurant Week, Friday, September 13 and Saturday, September 14 ranked #1 as the strongest day for Restaurant Week participation and Thursday, September 12 ranked #3 for the second strongest day for Restaurant Week participation.

In 2013, 88% participated in other restaurant promotions throughout the year. The other promotions included (restaurants were able to check all that applied): COOLinary (47%), Reveillon dinners (60%), Dine out for Life (33%), Dine out for the Arts (13%), OctoberFest (7%), and Wine dinners (47%). Results indicated that 88.2% were satisfied to very satisfied with the menu criteria required by the LRA, while 11.8% were neutral concerning the menu criteria. Table 3 shows the types of reservations and Table 4 shows the strongest day of participation and use of other promotions for participating restaurants for 2013 and 2014.

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