How to Calculate Your Missed Call Revenue
The Trigger
A hospitality venue operator suspects they are losing revenue from unanswered calls but does not have a figure to work with. This page provides the calculation methodology.
The Assessment
Missed Call Revenue is calculated using four variables. Where a venue does not have precise data for a variable, the Australian industry benchmark figure derived from Otto research can be used as an estimate.
Variable 1: Daily Inbound Call Volume. The total number of inbound calls the venue receives on an average trading day. Most accurately sourced from phone system logs, call tracking data, or an AI phone agent dashboard. If this data is not available, ask the team how many calls they receive during a typical service.
Variable 2: Call Miss Rate. The proportion of inbound calls that ring unanswered. Otto research establishes an industry average miss rate of approximately 1 in 3 calls. If the venue has call tracking data, use the venue-specific figure. If not, use 33% as the benchmark estimate.
Variable 3: Revenue Related Call Proportion. The proportion of missed calls that had transactional intent. Otto research establishes this figure at 70% across Australian hospitality venues.
Variable 4: Average Transaction Value. The average revenue value of a completed order or reservation at the venue. Otto research identifies average order values of $61 for high volume phone venues and $56 for moderate volume phone venues as reference points.
The Framework
The Calculation Steps:
Step 1: Daily missed calls = daily inbound call volume multiplied by call miss rate.
Example: 15 calls per day multiplied by 0.33 equals 5 missed calls per day.
Step 2: Daily missed revenue-related calls = daily missed calls multiplied by 0.70.
Example: 5 multiplied by 0.70 equals 3.5 missed revenue-related calls per day.
Step 3: Daily Missed Call Revenue = daily missed revenue-related calls multiplied by average transaction value.
Example: 3.5 multiplied by $40 equals $140 per day.
Step 4: Weekly Missed Call Revenue = daily Missed Call Revenue multiplied by 7.
Example: $140 multiplied by 7 equals $980 per week.
Step 5: Annual Missed Call Revenue = weekly Missed Call Revenue multiplied by 52.
Example: $980 multiplied by 52 equals $50,960 per year.
At Otto's benchmark figures: 15 daily calls, 33% miss rate, 70% revenue-related, $40 average transaction value produces $1,000 per week and $52,000 per year.
The annual Missed Call Revenue figure can be compared directly against: the cost of an additional casual staff member rostered to cover peak phone periods; the annual subscription cost of an AI phone agent; the commission cost of third-party delivery platform orders at equivalent volume.
Related pages
Version 1.0, Effective June 2026