How to Open and Run a Successful Restaurant

by Egerton-Thomas, Christopher

• ISBN13: 9780471698746
• ISBN10: 0471698741
• Edition: 3rd
• Format: Paperback
• Copyright: 2005-10-10
• Publisher: Wiley

Summary

If you're thinking of opening a restaurant, you have a lot on your plate! Dig into this comprehensive guide from successful restaurateur and author Christopher Egerton-Thomas, who dishes out good advice on everything from coming up with a winning concept, choosing a location, and equipping a kitchen to designing the menu, decorating the dining room, and managing a staff. Whether you want to open an upscale restaurant or a diner, a bistro or a burger joint, specialize in ethnic cuisine or go with an established franchise, How to Open and Run a Successful Restaurant, Third Edition gives you the essential information to do it right.The Third Edition of the celebrated soup-to-nuts classic is updated for today's competitive marketplace and features an expanded examination of the franchise system, in-depth discussions on customer relations, and a wealth of information on staff training-one of the most important ingredients for success. It covers: Guidance on financing, taxes, insurance, health and safety, legal issues, and more Marketing research, including evaluating local competition to refine your concept Evaluating franchise opportunities-the pros and cons of going with an established concept Effective staff training-both initial and ongoing The "feel-good factor"-that intangible quality that keeps customers coming back for more All this proven, practical guidance is served up in Christopher Egerton-Thomas's flavorful style and seasoned generously with real-life anecdotes and restaurant lore from around the world that are instructive and entertaining. This is a must-read for those considering the restaurant business and a ready reference for restaurateurs who want to improve their operations.

Author Biography

CHRISTOPHER EGERTON-THOMAS is a restaurateur, caterer, and writer. He has appeared on numerous television programs and has authored four previous books with Wiley, including the Second Edition of this book and How to Manage a Successful Bar, as well as articles that have appeared in Vanity Fair and the New York Times.

Table of Contents

Introduction	xi
How It All Began	1	(24)
A Brief History of the Restaurant Industry	2	(4)
The Modern Industry	6	(1)
Education	6	(1)
Cooking Schools	7	(2)
The Risks	9	(1)
Reasons for Failure	10	(3)
The Theater of Restaurants	13	(5)
Who Opens Restaurants, and Why	18	(1)
Sacred Monsters	19	(3)
The Masochism Factor	22	(1)
Thinking Positive--The Fun Side	23	(1)
The Casablanca Factor	24	(1)
Location	25	(8)
The Importance of Location	26	(4)
Mystical Factors	27	(2)
Country and Suburban Locations	29	(1)
Rent	30	(1)
How To Find Premises	30	(3)
The Neighborhood	31	(1)
Converting Premises	31	(2)
What Kind of Restaurant?	33	(18)
What Is the Target Market?	34	(5)
Opening Hours	36	(1)
Which End of the Market?	36	(3)
Theme Restaurants	39	(1)
Entertainment	39	(2)
Appealing to Different Age Groups	40	(1)
Mixed Business	41	(1)
Alcohol and Licensing	41	(2)
Insurance	43	(1)
Taxes	44	(1)
Pricing	44	(2)
Who Are The Customers?	46	(1)
What Do Customers Want?	47	(4)
Raising the Money	51	(16)
Start-Up Money: How To Get It	52	(2)
Inheritance	52	(1)
Savings	53	(1)
Bank Loans	53	(1)
Small Business Administration	54	(1)
Loan Sharks	54	(1)
Business Plan	54	(1)
The Pros and Cons of Partnerships	55	(5)
Multi-Partner Restaurants	56	(1)
Partnership Disasters	57	(1)
Con Artists	57	(1)
Working and ``Sleeping'' Partners	58	(1)
Friendships	58	(1)
Partnership Successes	59	(1)
An Ideal Marriage?	60	(1)
Financial Planning	60	(4)
Bills	61	(1)
The Go Position	62	(1)
Foreclosure	62	(2)
Buying a Franchise	64	(3)
Equipment and Decor	67	(10)
Equipment---Old Or Inherited	68	(1)
Equipment---New	69	(1)
The Wonderful World of Laundry	70	(2)
The Art of a Well-Set Table	71	(1)
Laundry Alternatives	71	(1)
Decor	72	(1)
Design	73	(4)
The Bar	77	(30)
Pros and Cons	78	(1)
Food At The Bar	79	(1)
The Service Bar	80	(2)
Stocking the Bar	82	(5)
Bar Inventory	83	(2)
Cocktails	85	(2)
Restricting Inventory	87	(2)
Beer on Tap	88	(1)
Sodas and Mixers	88	(1)
Liquor Control	89	(8)
Types of Liquors	90	(2)
Wine	92	(5)
The Effects of Alcohol	97	(4)
Helpful Hints for Bartenders	101	(6)
Handling Drunks	101	(1)
Turning Away Unwanted Guests	102	(1)
Organizing the Bar	103	(1)
Dealing with Personal Issues	103	(1)
Protecting Against Dangers---of All Sorts	104	(1)
Serving the Drinks	105	(2)
The Kitchen	107	(20)
Profit Margins	108	(1)
Chef Power	109	(6)
Kitchen Staff	115	(1)
Deciding on the Menu	116	(6)
Menu Changes	117	(1)
Food Quality	117	(2)
Food Sources	119	(1)
Phoney Foods	120	(2)
Food and Taste	122	(3)
Dangers	125	(1)
Computers	125	(1)
Grocery List	126	(1)
The Dining Room	127	(18)
Seating Positions	128	(1)
Music	128	(1)
Ventilation and Heating	129	(1)
Restrooms	130	(1)
Cleanliness	131	(1)
Menus	131	(1)
Verbal Menus	132	(1)
Duties of Servers	133	(1)
Systems for Servers	133	(2)
Helpful Hints for Waiters	135	(1)
Keeping Diners Happy	136	(1)
Payment	137	(1)
Credit Cards	137	(1)
Personal House Accounts	138	(1)
Tipping	139	(2)
To Pool or Not to Pool	139	(1)
Tipping Other than the Wait Staff	140	(1)
Pros and Cons of Tipping	140	(1)
Stealing	141	(4)
Hygiene, Health, and Safety	145	(12)
Hygiene Issues	146	(7)
Food Contaminants	146	(2)
Cleanliness	148	(1)
Vermin and Exterminators	149	(1)
Health Inspections	149	(1)
Garbage and Sanitation	150	(1)
Typical Violations	151	(1)
Personal Hygiene	152	(1)
Health of Restaurant Personnel	153	(2)
Alcohol Abuse	153	(1)
Overwork	154	(1)
Health Hazards	155	(1)
Safety	155	(2)
Public Relations	157	(18)
Exaggerated Claims	158	(1)
The Need to Advertise	159	(3)
Placing an Ad	159	(1)
Using a Public Relations Firm	160	(1)
Celebrity Power	160	(1)
Special Deals	161	(1)
The Food Critics	162	(2)
Reviews and Their Consequences	162	(2)
Bribes	164	(1)
Dealing with the Public	164	(1)
Management Qualities	165	(1)
Employee Qualities	166	(1)
People Stress (Or Combat Fatigue)	166	(1)
Greeting	167	(1)
Reservations	168	(1)
Dress Codes	169	(1)
Dressing the Room	170	(1)
Avoiding Nasty Situations	171	(1)
Robbery	172	(1)
Security	173	(2)
Employees	175	(8)
Finding Help	176	(2)
The Employees' Point of View	178	(3)
Drugs	181	(1)
Managers	181	(2)
Making Your Decision	183	(6)
The ``Up'' Side	184	(1)
The ``Down'' Side	185	(2)
Questions Before Deciding to Go Into Business	187	(1)
Up and Running	188	(1)
APPENDIX I EATING OUT FOR RESTAURATEURS	189	(4)
APPENDIX II GLOSSARY	193	(26)
Wine Terms	193	(5)
Menu Vocabulary	198	(21)
Index	219