Social and Behavioral Sciences Commons^™

Demand Uncertainty And Investment In The Restaurant Industry, Jayoung Sohn

Open Access Dissertations

Since the collapse of the housing market, the prolonged economic uncertainty lingering in the U.S. economy has dampened restaurant performance. Economic uncertainty affects consumer sentiment and spending, turning into demand uncertainty. Nevertheless, the highly competitive nature of the restaurant industry does not allow much room for restaurants to actively control prices, leaving most food service firms exposed to demand uncertainty. To investigate the impact of demand uncertainty in the restaurant industry, this study focused on the implications of demand uncertainty for investment.

The first essay in chapter 3 examined the impact of demand uncertainty on investment and how the impact …