Wait lines may boost perceived popularity of restaurant brands

Editors’ notes

Dining establishments can take advantage of keeping their clients waiting, according to a brand-new research study from scientists in the Penn State School of Hospitality Management.

The research study, led by Associate Professor of Hospitality Management Breffni Noone and released in the International Journal of Hospitality Management, discovered that the existence of a pre-process wait line, such as waiting to be seated at a dining establishment, can increase viewed brand name appeal of business amongst novice consumers. The work is released in the International Journal of Hospitality Management

This result is increased when coupled with a brand name appeal declaration from a company that is independent of the dining establishment. Brand name appeal declarations communicate extensive usage of the brand name, such as an evaluation identifying business “most popular” within a provided area, showed on signs by the dining establishment.

“You do not constantly need to attempt to remove pre-process wait lines,” Noone stated. “In reality, it may benefit operators to have a noticeable wait line. The concept is that novice customers will see the line and believe the dining establishment is a popular area. In turn, it will have a favorable result on the anticipation of the experience they are going to have.”

The scientists performed 2 research studies to take a look at how wait times impact organizations. The very first research study surveyed 156 individuals in the United States through Prolific, a platform utilized in hospitality customer research study. Individuals were revealed images of a fictitious casual dining establishment that either had or did not have a wait line or brand name appeal declaration.

“Restaurants, retail companiesclub, bars and amusement park can utilize these findings to assist increase their viewed brand name appeal while likewise removing unneeded expenses that might be focused around lessening wait times,” Noone stated. “It can be excellent to have a wait line if you have a great deal of newbie consumers who utilize your center.”

A wait line is a signal of appeal and can be a motorist of the viewed quality of the experience, however it can end up being troublesome when clients wait so long that it ends up being annoying, according to Noone.

To check out how the length of wait time might impact the understanding of consumers, the scientists carried out a 2nd research study that surveyed 269 individuals in the United States through Prolific. Like the very first research study, individuals were revealed photos of a fictitious casual dining establishment that either had or did not have a wait line or brand name appeal declaration. This time, nevertheless, individuals were arbitrarily designated to lines with 0-, 15-, 30- or 45-minute wait times

Noone stated the findings revealed that consumers wanted to wait 15 minutes for service before the favorable impacts of viewed brand name appeal started to reduce due to waiting. The existence of a brand name appeal declaration softened this result.

“It can boil down to whether the client is time or rate delicate,” Noone stated. “Time-sensitive individuals might be drawn in to the appeal of the line however do not wish to wait in it. They desire the benefit of going previously in the line and therefore purchase products– like a quick pass at an amusement park– to leap ahead. Price-sensitive individuals will select to wait in the lines for a longer quantity of time.”

If clients end up being disappointed after a long haul time, services would require to recuperate the consumers’ trust throughout the time of service, such as offering excellent service after a client is seated at a dining establishment, according to Noone.

“When organizations deal with a big newbie consumer base, having a noticeable wait line can be a favorable thing,” Noone stated. “Businesses must not discard resources attempting to get rid of wait lines. The problem comes when individuals wait enough time that it ends up being hazardous for business.”

Michael S. Lin of the Hong Kong Polytechnic University teamed up on this task.

More info:
Breffni M. Noone et al, Exploring the benefit of waiting: The favorable impacts of waiting as a hint to brand name appeal, International Journal of Hospitality Management (2024 ). DOI: 10.1016/ j.ijhm.2024.103691