Cornell study: Eateries can boost sales by adjusting meal pace

CNY Business Journal (1996+), Aug 10, 2007

ITHACA - A recently published Cornell University study shows restaurateurs how to change the pace of meals to increase table turnover and resulting revenue.

According to the study conducted by researchers Breffni Noone, Sheryl Kimes, Anna S. Mattila, and Jochen Wirtz, the pace at which customers are served during their meal could either positively or negatively impact an eatery's revenue.

The first and last parts of a meal can be relatively rushed, but the actual eating of the meal should not be, according to the study, which was featured in the August 2007 issue of the Cornell Hotel and Restaurant Administration Quarterly (CQ).

"By dividing the meal into three parts, we were able to determine where a restaurant may pick up the pace and where it must not rush," said Kimes, a Cornell University School of Hotel Administration professor. "The first stage, which we call pre-process, can be relatively brisk, including greeting and ordering food. However, once the drinks are on the table and the meal is in progress, we found that diners are unhappy when they feel rushed."

By contrast, the researchers found that diners had a much greater tolerance for speed in what they called the post-process stage, which occurs with check settlement and departure after the meal is consumed. One exception to this observation occurred at fine-dining restaurants, where guests prefer not to be rushed at any point of the meal.

The survey studied 218 people who had recently dined in a table-service restaurant. A unit of the Cornell School of Hotel Administration called The Center for Hospitality Research (CHR) designed the research study. CHR devises studies to help the hospitality industry enhance its practices.

The article, "The Effect of Meal Pace on Customer Satisfaction," published in the August 2007 CQ, is available for download at no charge from the CHR at www.hotelschool.cornell.edu/publications/hraq/feature.

Noone is a Pennsylvania State University assistant professor, Mattila is a Pennsylvania State University associate professor, and Wirtz is a National University of Singapore associate professor.