Wait Lines May Boost Perceived Popularity of Restaurant Brands

Penn State School of Hospitality Management | April 25, 2024

UNIVERSITY PARK, Pa. — Restaurants can benefit from keeping their customers waiting, according to a new study from researchers in the Penn State School of Hospitality Management. The research, led by Associate Professor of Hospitality Management Breffni Nooneand published in the International Journal of Hospitality Management, found that the presence of a pre-process wait line, such as waiting to be seated at a restaurant, can increase perceived brand popularity of the business among first-time customers. This effect is increased when paired with a brand popularity statement from an organization that is independent of the restauran...