Easy pizza is one of the Easy business based yield mangement rules. Created in the 80's this american new concept is a "process of understanding, anticipating and reacting to consumer behaviour in order to maximise expected revenue and pofits" for acompany.
Primarily used by airlines companies, lodging and car rental, this concept has been spread all over the Easy group business as part of a success receipe.
As soon as this concept could be applied, Easy group tends to make money out of it successfully with Easy jet, but not so well with easyinternet cafe or Easycinema.
To be applied really successfully the yield mangement needs the following specificities :
- Advance forecast of consumption demand based on previous statistics or consumer behaviour,
-The product or service concerned needs to be perishable,
The yield mangement provides to company a flexibility of service or product tariffs which can benefit to the final customer as a reward for early booking.
It could also create a kind of discrimination amongst customers, effect which could be lowered by the supplier through a kind of education, a better promotion of the advantages for the customer to be more flexible and more responsible in his consumer behaviour.
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