Diners Are Dissatisfied with Close-Set Tables, Warns Cornell Restaurant Research Study

Jan 28, 2009

Contact:  Glenn Withiam, 607.255.3025, grw4@cornell.edu


Diners Are Dissatisfied with Close-Set Tables, Warns Cornell Restaurant Research Study

Customers Say, “Let's Not Rub Elbows,” According to New Restaurant Study
Ithaca, NY, January 28, 2009 – Restaurateurs should make sure that their customers have sufficient personal space, according to a newly released restaurant study conducted by two researchers at the Cornell School of Hotel Administration. In a survey of nearly 300 dinner customers at a fine-dining restaurant in New York City, senior lecturer Stephani Robson and professor Sheryl Kimes tested the effects of crowded tables on satisfaction and spending. The restaurant research report, “Don't Sit So Close to Me: Restaurant Table Characteristics and Guest Satisfaction,” is available at no charge from Cornell's Center for Hospitality Research, http://www.hotelschool.cornell.edu/research/chr/pubs/reports/2009.html.

“At least when it comes to fine dining, these restaurant customers were happiest when their tables are at least a yard apart,” said Robson. “Satisfaction dropped off noticeably when we tested tables that were as close as a half meter apart. While we did not see significant differences in spending levels, we did notice that the couples at the closely spaced tables tended to leave the restaurant much faster.”

Kimes points out that more research is needed, because this involves dinner customers at just one restaurant. “Despite the study's limitations, the indications of dissatisfaction were strong when the tables were not generously spaced. The parties at the closely spaced tables were more likely to say that they were not planning to return. Thus, we conclude that personal space is important to American restaurant customers.”

Oversize Tables Are Not Needed for Guest Satisfaction, Restaurant Research Shows

The restaurant study also examined whether parties of two would be more satisfied if they were seated at oversize tables, in this case, four-top tables. Because the restaurant offered an appropriate mix of two and four-top tables, few couples were seated at the four-tops. Those parties were not significantly more satisfied by having more space, nor did they spend more or stay longer than couples at regular two-tops. Thus, Robson and Kimes conclude that the restaurant research study supports the recommendation of seating parties at right-size tables.

“We know that managers may question the recommendation of having more two-tops, because they think that parties of two are much happier at larger tables,” Kimes said. “We found that this is not the case. Guests' discomfort increases when those tables are set too close together.”

Thanks to the support of the Center for Hospitality Research partners listed below, all publications posted on the center's website are available free of charge, at www.chr.cornell.edu.

About The Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the center's 74 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The center also publishes the award-winning hospitality journal, the Cornell Hospitality Quarterly. To learn more about the center and its projects, visit www.chr.cornell.edu.
Center partners and sponsors: AIG Global Real Estate Investment, American Airlines Admirals Club, Davis & Gilbert LLP, Deloitte & Touche USA LLP, Denihan Hospitality Group, Expedia, Inc., Four Seasons Hotels and Resorts, Fox Rothschild LLP,  FX Real Estate and Entertainment, Inc., General Growth Properties, Inc., HVS, InterContinental Hotels Group, job.travel, JohnsonDiversey, Inc., Jumeirah Group, LRP Publications, Marriott International, Inc., Marsh's Hospitality Practice, Mobil Travel Guide, Inc., PricewaterhouseCoopers, Proskauer Rose LLP, Smith Travel Research, Southern Wine and Spirits of America, Inc., SynXis (a Sabre Holdings Corporation), Taj Hotels Resorts and Palaces, Thayer Lodging Group, TIG Global, Thompson Hotels, Travelport, WATG, and WhiteSand Consulting

Center friends: 4Hoteliers.com • American Tescor, LLC • Argyle Executive Forum • Caribbean Hotel and Restaurant Buyers Guide • Cody Kramer Imports • Cruise Industry News • DK Shifflet & Associates • ehotelier.com • EyeforTravel • Fireman's Fund Insurance Company • Gerencia de Hoteles & Restaurantes • Global Hospitality Resources • Hospitality Financial and Technology Professionals (HFTP) • hospitalityInside.com • hospitalitynet.org • Hospitality Technology Magazine • Hotel Asia Pacific • Hotel China • HotelExecutive.com • Hotel Interactive • Hotel Resource • International CHRIE • International Hotel and Restaurant Association • International Hotel Conference • International Society of Hospitality Consultants (ISHC) • iPerceptions • Lodging Hospitality • Lodging Magazine • Milestone Internet Marketing • MindFolio • Parasol • PhoCusWright, Inc. • PKF Hospitality Research • The Resort Trades • RealShare Hotel Investment & Finance Summit • Resort+Recreation Magazine • RestaurantEdge.com • Shibata Publishing Co. • Synovate • The Lodging Conference • TravelCLICK • UniFocus • WageWatch, Inc. • WIWIH.COM