Restaurant Revenue Management (Studi Kasus Restoran XX Ngaliyan Semarang)

Abstract

A decrease in the number of transactions as a result of the length of time between eating and the visitors who walked-out while there are empty seats to be one of the factors restaurant revenue decreased so it needs a strategy to increase restaurant revenue. Revenue management is a method to selling the right inventory unit to the right customer at the right time for the right prices. The purpose of revenue management is to increase revenue through duration control and demand-based pricing strategies. The implementation of restaurant revenue management is performed through 5-step revenue management approach but in this study only carried out up to the third step is establishing the baseline, understanding the drivers of that performance, and developing a revenue management strategy. Based on the analysis of the cause of the problem is known that a low seat occupancy, length and variations of the meal duration is a problem experienced by restaurants xx that caused by the reservation policy, hard to find customers, inefficient composition of tables and chairs, and the delay in the service processes where recommendations duration control strategy is the determination of credit card guarantees and hold table on reservation policy, changing the composition of tables and chairs to 24 tables 2-tops, 13 tables 4-tops, 8 table 6-tops and improving service process in the pre-process stage and post- stage process. While the recommendation demand-based pricing strategy is charging a relatively high price during hot periods and a lower price during cold periods using menu engineering and rate fences: happy hour specials, early bird specials, coupons, and frequent dining programs