Wake up Doubletree Breakfast
Competitive Analysis
Wake up Doubletree Breakfast
PURPOSE:
To determine the best price index for breakfast that
analyzes the competitive set, to determine price
points that will lead to increased capture rates and
guest satisfaction while determining the optimum
balance of revenue generation and profit margin.
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OVERVIEW
STEP ONE: COMPETETIVE SET COMP ANALYSIS:
Refer to the instruction sheet for the COMP SET. The COMP SET will illustrate the position of your
property's pricing vs. all probable options. The review can be done in terms of:
all options
or it may be refined to a choice of one of two categories:
comp set hotels
full service restaurants
Your property's pricing is benchmarked to medians, averages and percentage higher or lower in relation
to the average.
Use the COMP SET analysis to consider what price the buffet, a la carte and side items may be set at to
increase capture rates.
Often the a la carte full breakfast (eggs/breakfast meat/toast/potato) serves as a good benchmark
for pricing. Also, a guest will “trade up” from a full breakfast to a buffet option if there is perceived
value on the additional expense. Therefore the buffet option should provide a tempting alternative
based on the perception of enhanced selection for a nominal price difference.
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COMP SET
1) Begin by entering items that are sold for breakfast. Put the buffet first, followed by other breakfast
entrée items in the entrée section.
2) Enter sides and beverages in the section below the entrees section.
3) Put your property or restaurant name in the box under “YOUR PROPERTY”
4) Enter the names of all of your probable competitors in the boxes to the right of where you entered the
name of your restaurant. There are twenty entry spots although you will probably not use that many.
5) Above the name of each competitor is a pull down box. Choose the appropriate category from either
COMP SET HOTEL, FULL SERVICE REST., QUICK SERVICE REST.
6) Enter the prices of each item that is appropriate for each competitor.
7) Use the pull down box under ‘ENTER TYPE OF COMPETITION METRIC” to choose from either ALL,
COMP SET HOTEL, FULL SERVICE REST., QUICK SERVICE REST.
8) The MEDIAN, AVERAGE, VARIANCE FROM AVERAGE, and % (in relation to average) are
displayed for the competitive set.
9) This information is critical in understanding market competitiveness and possible price points.
© 2010 Hilton Worldwide Confidential & Proprietary
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COMP SET
© 2010 Hilton Worldwide Confidential & Proprietary
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