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News & Events

A customer's time in line is worth more than one might expect, Professor Gad Allon finds in a study featured in the the current issue of Kellogg Insight

Podcast: How much is your customer's time worth?

If you are in the fast-food industry, a surprising amount, Professor Gad Allon finds


10/8/2012 - Customers hate waiting. Perhaps nowhere is that clearer than in fast food, an industry that has reduced waiting for a meal to mere minutes.

With expectations so high, Kellogg Professor Gad Allon and two colleagues wondered how delays in service would affect how much customers are willing to pay. Their analysis identifies the extraordinary value that fast-food customers assign to their time. Read the Kellogg Insight article or download the audio interview to find out how much each extra second of waiting time is worth.

Download Audio interview

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