HTM 2030 Lecture Notes - Lecture 12: Serving Size, Happy Hour

• School: University of Guelph
• Department: Hospitality and Tourism Management
• Course: HTM 2030
• Professor: William Murray

Document Summary

Legislation regarding liability when serving alcohol: e. g. All things equal, customers will chose the most convenient restaurant. The farther away from a population, the fewer customers a restaurant can. Downtown restaurants for lunch; suburb restaurants for dinner. So similar to others that customers do not develop a preference. Sufficiently different from others s that customers may develop a preference. Perceived uniqueness can be either real or imagined. Highly unique items based on a chef or location are called signature items. A core factor in customer selection is their interpretation of the relationship between price and value. Menu items tend to be price sensitive or elastic". The more homogeneous the item, the great its elasticity. The services cape of an establishment can influence sales. The quantity of food presented must be appropriate to the target audience. Larger servings do not necessarily result in more customers. Portion size is just one factor when customers determine value.