Exploring group-buying platforms for restaurant revenue management |
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| Institution: | 1. University of Surrey, School of Hospitality and Tourism Management, Stag Hill, Guildford GU2 7XH, Surrey, United Kingdom;2. Bournemouth University, Faculty of Management, Fern Barrow, Bournemouth BH12 5BB, United Kingdom;3. Institute of Tourism, University of Applied Sciences Western Switzerland, TechnoPôle 3, 3960 Sierre, Switzerland;1. Florida State University, Dedman School of Hospitality, B4113 University Center, 288 Champions Way, Tallahassee, FL 32306, United States;2. Florida State University, Dedman School of Hospitality, B4114 University Center, 288 Champions Way, Tallahassee, FL 32306, United States;3. Florida State University, International Center for Hospitality Research & Development, Dedman School of Hospitality, B4116 University Center, 288 Champions Way, Tallahassee, FL 32306, United States |
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| Abstract: | Capacity utilization is a major concern for restaurants as they seek to maximize revenues, because unoccupied restaurant tables, which essentially represent lost revenue, cannot be stored for use on other days. A new type of social commerce, namely group-buying platforms has achieved great success in attracting new consumers and increasing store traffic. This study attempts to discuss how restaurants can utilize group-buying platforms as a revenue management tool and to identify the key features of restaurant deals which can help generate sales and revenues on these platforms. |
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| Keywords: | Group buying Social commerce Restaurant revenue management Distribution channel |
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