Comprehensive course analysis
Who should attend
- Restaurant owners, managers, and operators
- Foodservice professionals responsible for their organization's financial performance
- Hospitality professionals
- Executive chefs
About the course
Strategic restaurant revenue management is a critical ingredient in your recipe for profitability. But using a proven system to manage key dining variables has impacts beyond revenue—it has a ripple effect on customer service. Creating optimal dining flows, table mixes, and pricing helps you meet customer needs better than ever before.
This certificate program consists of five two-week courses that cover the fundamentals of successful revenue management, providing practical guidance for implementing a restaurant revenue management strategy. Learn to optimize occupancy, table mix, meal duration, and pricing. Then, bring it together with a proven process for implementing a revenue management strategy that boosts profits. Finally, learn additional tools for diagnosing and resolving operational problems and for improving the customer service experience.
Introduction to Restaurant Revenue Management
Owning or managing a restaurant is a challenging prospect in today's competitive food service environment. To increase your chances of success, you need a proven system of data-driven tools focused on profits, not just costs.
In this course Professor Kimes will guide you through the restaurant revenue management process, providing real-world examples, strategies, and techniques that will help you apply these tools to your own restaurant. You will explore the key inputs of space, time, and price to determine how you make appropriate trade-offs to maximize restaurant revenue. Using spreadsheet tools, you will calculate critical metrics and establish baseline performance levels. Based on these levels, you will identify the most significant challenges and determine which strategies will be most effective in overcoming these issues and optimizing your restaurant's revenue and overall performance.
Menu Design and Engineering
According to recent research, customers spend only one or two minutes reviewing a restaurant's menu. This provides you with just a small window of opportunity to capture your customers' attention and help them find just what they are looking for. In this course, Professor Sheryl Kimes will present you with proven strategies and techniques that can help you optimize your menu and increase the revenue it generates for your restaurant.
Through the process of menu engineering, you will explore a unique approach to categorizing menu items based on profitability and sales volume. Using this categorization, you can implement a variety of strategies to increase the overall profitability of your menu. You will also explore several effective menu design techniques that will help you improve how you name and describe menu items and organize and highlight them to showcase your most profitable, best-selling dishes. Critical to your restaurant revenue management program is your approach to pricing, and you will determine the strategies that make the most sense for your restaurant. You will walk away from this course with a set of practical tools you can use right now to maximize your revenue, whether your restaurant is slow, busy, or somewhere in-between.
Optimizing Restaurant Space and Pricing
When your restaurant is busy, you might think that you can't possibly generate any additional revenue. However, in this course Professor Sheryl Kimes will provide you will a set of tools you can use to optimize your table mix so it better reflects the mix of parties you have coming in through the door. You will also learn how to select and place tables, assign guests to tables, and set the ambiance of your restaurant to grow your revenue. Finally, you will devise pricing strategies that are most effective when your restaurant is busy.
Managing Meal Duration and Reservations
When your restaurant is busy, every minute can count towards increasing your revenue. Professor Kimes explores how reducing meal duration, even by a single minute, can increase revenue potential. You need to consider the style of your restaurant and your customers when thinking about what an appropriate meal duration is. Then you can analyze the six stages of meal duration to determine where you can reduce time while maintaining a pleasant dining experience for your customers.
Additionally, the way you manage reservations is crucial, especially during busy periods. There are several things you need to decide when it comes to how you are going to take reservations in your restaurant. You will examine the different approaches to taking and managing reservations, whether by phone, online, or mobile. You can use a dedicated website for the restaurant, a third party website, or a third party app.
Professor Kimes will give you practical strategies to determine how you can improve your meal duration and your reservation systems, which are critically important to increasing revenue when your restaurant is at capacity.
Building Demand During Slow Periods
How can you increase your revenue when your restaurant is slow and not performing to capacity? In this course, Professor Kimes will discuss several revenue management tools and techniques you can use to improve your restaurant's performance when it is slow.
First you will consider how to maximize your distribution channels and consider the costs of online reservations and ordering systems and how to balance the costs with the benefits. How can you make it easy for customers to come to your restaurant? Another important tool you can use is promotions. You will explore different strategies such as happy hours, special events, and other options that can entice customers to come to your restaurant. Finally, you will consider pricing and determine what approaches are most effective when your restaurant is slow.
Key course takeaways
- Create an income statement that records the information that is critical to your specific type of restaurant
- Interpret your data, identify trends, and catch issues that can have a positive or negative impact on your operation
- Analyze your financial and performance information to identify, implement, and evaluate improvement solutions
- React to the advantages and disadvantages of a restaurant reservation system
- Analyze and identify the factors that will help you improve occupancy rates and control meal duration
- Develop the skills you’ll need to determine each stage of the customer’s dining experience
- Apply strategies to accommodate arrival patterns and manage occupancy and meal duration
- Provide guidance on how to implement strategies that will be most profitable
- Use variable-pricing approaches to develop recommendations for improving revenue
What you'll earn
- Restaurant Revenue Management Certificate from Cornell Hotel School
- 40 Professional Development Hours (PDHs)
Education Qualifications PhD, Operations Management, University of Texas at Austin, 1987 MBA, New Mexico State University, 1983 MA, Public Administration, University of Virginia, 1977 AB, Political Science and Mathematics, University of Missouri, 1975 Academic Experience Visiting Professor, Na...
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