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Course Description

The restaurant industry is a complex and constantly evolving field that requires a knowledge of current trends, consumer behavior, and industry players. With the reliance on digital technology and consumer demand for convenience, adding a distribution channel to meet changing customer expectations has become a critical concern for many restaurant operators.

Distribution channels broadly describe how a product gets from the operation or producer to the consumer. The most common distribution formats for restaurants have traditionally been takeout, delivery, and catering, but the rise of digital technologies have expanded these models and even added others, like ghost and virtual kitchens. Faced with this kind of variety, operators need to critically consider whether or not to adopt a given distribution channel into their business strategy and understand how that format will impact its operational and strategic goals.

In this course, you will explore the strategic considerations an operator needs to be aware of before adopting a new distribution strategy, including how that format fits into the existing brand and its long-term goals. You will outline the target customer base for an operation and consider how trends impact customer engagement. You will then consider and discuss how a shift in distribution strategy impacted the brand value, perception, and customer satisfaction of a particular operation. Finally, you will analyze a distribution channel and its business fit for a specific operation. By the end of the course, you will have experience evaluating a distribution strategy’s fit for both the operation and the overall brand.

You are required to have completed the following course or have equivalent experience before taking this course:

  • Assessing Restaurant Distribution in the Digital World

Faculty Author

Lilly Jan

Benefits to the Learner

  • Evaluate a customer base and recognize the motivations and trends behind changing customer expectations and engagement
  • Assess different distribution formats and their business fit for a particular operation

Target Audience

  • Restaurant operators and managers
  • Restaurant and hotel franchisees and franchisors
  • Managers of hotels with full-service restaurants or grab-and-go offerings
  • Analysts at large foodservice chain organizations
  • Grocery store and CPG managers

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
2 week
Dates
Aug 07, 2024 to Aug 20, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to Symposium! These events feature live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Oct 30, 2024 to Nov 12, 2024
Total Number of Hours
10.0
Course Fee(s)
Contract Fee $100.00
Section Notes

IMPORTANT COURSE INFORMATION

  • This course includes a year of free access to Symposium! These events feature live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing hospitality topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
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