Cornell study finds unexpected connection between table characteristics and restaurant spending

A study published by Cornell University found that the “best table” from a guest’s point of view may not be the best for the restaurant owner. The conclusion comes from analyzing the relationship between table location and customers’ spending habits. The study, written by Cornell Hotel School professors Sherri Kimes and Stephani K.A. Robson, was published in the November issue of the Cornell Hotel and Restaurant Administration Quarterly.

The study, conducted at a Mexican-style restaurant in suburban Phoenix, sought to determine the effects of table placement on guests' spending levels. The study compared average check and meal duration at tables with architectural anchors (notably walls) with those in exposed locations, such as in heavy traffic areas.

Testing such table types as banquettes, booths, and those next to interior windows, the study found that anchored tables showed no greater spending per minute than the average of all tables. In fact, customers lingered in banquettes, while they hurried through their meals at exposed tables. But average checks were about the same at both types of tables.

As a result, because guests took longer in banquettes, their spending per minute was lower. By the same token, since average duration was lower at exposed tables, spending per minute was higher. The seating pattern at the table (whether guests were opposite or side-by-side) had no statistical effect. Since this study covers only one restaurant, the implications are tentative, but it seems that designers might want to examine the use of banquettes and not expend exceptional effort to avoid exposed tables. "The main goal for a restaurant designer should be creating a comfortable environment for the guest, but if that can be done while also maximizing the restaurant's revenue potential, so much the better," says Robson.

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