Guidelines for Revenue Management in Small, Medium, and Micro Restaurant Enterprises: A Case Study Approach

Abstract

Using a case study approach, this paper is concerned with assessing the awareness and attitude of SMME restaurant businesses towards Revenue Management (RM). The main objective is to develop and share guidelines for RM in SMME restaurant businesses. Data collected from 2 semi-structured interviews representing small restaurants suggests that the application of RM practice is unknown in the sense that there is an absence of documented proof of its practice. The need for RM is warranted in the number of hotels and restaurants that are able to cope with the changing environment because Revenue Management strategies are on the increase. Since the Revenue Management approach has not been pursued vigorously as a stream of research within the South African SMME business context, this approach would provide a framework for small business researchers to initiate future research efforts, which in turn could help SMME restaurant businesses cope with Revenue Management strategies.

Key words: Case study, Revenue Management, SMME Restaurant Enterprise.