9780471356066

The Restaurant: From Concept to Operation, 3rd Edition

by ;
  • ISBN13:

    9780471356066

  • ISBN10:

    0471356069

  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 2001-01-01
  • Publisher: Wiley

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Supplemental Materials

What is included with this book?

Summary

Recently, there has been an explosion of restaurant openings. The National Restaurant Association predicts that this will continue into this century. Information on starting and operating a restaurant will be of great use to career changers and chefs not formally educated in restaurant management.

Table of Contents

Preface xvii
Acknowledgments xix
Introduction
2(18)
Liabilities of Restaurant Operation
6(1)
French Culinary History
7(1)
The Birth of Restaurants in America
7(1)
The Restaurant Failure Rate
8(1)
Buy, Build, Franchise, or Manage?
9(6)
Franchise, Anybody?
13(2)
Starting from Scratch
15(1)
Restaurants as Roads to Riches
16(1)
Summary
16(1)
Key Terms and Concepts
17(1)
Review Questions
17(1)
Endnotes
18(2)
Kinds and Characteristics of Restaurant and Their Owners
20(34)
Kinds and Characteristics of Restaurants
22(1)
The Big Boys Compared with Independent Operators
23(1)
Quick-Service Restaurants
24(8)
Colonel Sanders
25(1)
Wendy's International Restaurants
26(1)
Carl Karcher
26(1)
Cleo R. Ludwing, Founder of L-K Restaurants
27(2)
Regional Burger Chains
29(1)
The Subway Story
29(3)
The Mexican Restaurant
32(1)
Steakhouses
33(3)
The Lore of Steak
34(2)
Fine-Dining Restaurants
36(2)
Seafood Restaurants
38(1)
Italian Restaurants
39(2)
Chinese Restaurants
41(1)
Theme Restaurants
42(2)
The Chef-Owner Restaurant
44(2)
Women Chefs as Restaurant Partners
46(2)
Notable Female Restauranteurs
48(1)
The Bakery-Cafe
49(1)
Centralized Home Delivery Restaurants
50(1)
Truck Stops and Travel Centers
51(1)
Summary
52(1)
Key Terms and Concepts
52(1)
Review Questions
52(1)
Endnotes
52(2)
Concept, Location, and Design
54(46)
Restaurant Concepts
56(2)
Concept: Clear-Cut, or Ambiguous?
57(1)
Protecting the Restaurant's Name
58(2)
The McDonald's Concept and Image
59(1)
Defining the Concept and Market
60(2)
The Fine Line Between Junk and Funk
62(1)
Successful Restaurant Concepts
63(4)
Concept Adaptation
67(1)
Changing or Modifying a Concept
67(1)
Copy and Improve
68(1)
Restaurant Symbology
69(1)
When a Concept Fails
70(1)
The Multiple-Concept Chain
70(2)
Sequence of Restaurant Development: From Concept to Opening
72(1)
Planning Services
73(1)
Common Denominators of Restaurants
73(1)
Utility versus Pleasure
73(1)
Degree of Service Offered
74(1)
Time of Eating and Seat Turnover
75(1)
Customer Space
75(2)
Menu Price and Cost per Seat
76(1)
Advertising and Promoting Expenditures
77(1)
Labor Costs as a Percentage of Sales
77(1)
Planning Decisions That Relate to Concept Development
78(1)
Profitability
79(1)
The Mission Statement
79(1)
Concept and Location
80(1)
High-Growth Areas For Locating a Restaurant
81(6)
Location Criteria
82(1)
Some Restaurants Create Their Own Location
82(1)
Sources of Location Information
83(1)
Traffic Generators
84(1)
Knockout Criteria
85(1)
Other Location Criteria
85(1)
Suburban, Nook-and-Cranny, and Shopping Mall Locations
86(1)
Minimum Population Needed to Support a Concept
87(1)
Downtown versus Suburban
87(1)
Average Travel Time to Reach Restaurants
88(1)
Is the Location Right for the Concept?
88(1)
The Correct Number of Seats
88(1)
Restaurant Chain Location Specifications
89(2)
Location Information Checklist
91(1)
The Takeover Location
92(1)
Restaurant Topographical Surveys
93(1)
Is the Location Too Costly?
94(1)
Visibility and Accessibility
94(1)
Design Criteria
94(3)
Summary
97(1)
Key Terms and Concepts
97(1)
Review Questions
97(1)
Endnotes
98(2)
Restaurant Marketing and Business Plans
100(28)
The Marketing Plan
102(4)
The Difference Between Marketing and Sales
106(1)
Solving Customer Problems
107(1)
Marketing Planning
107(1)
Marketing Strategy
107(1)
Market Assessment
108(1)
Market Demand
109(2)
Market Potential
110(1)
Market Segmentation, Target Market, and Positioning
110(1)
Marketing Mix---The Four Ps
111(13)
Place
111(1)
Product
112(4)
Price
116(2)
Promotion
118(6)
Olive Garden Marketing
124(1)
Summary
125(1)
Key Terms and Concept
125(1)
Review Questions
126(1)
Endnotes
126(2)
Financing and Leasing
128(22)
Sufficient Capital
130(1)
Compare Interest Rates
131(1)
Real Interest Rates
131(1)
Loan Sources
132(1)
The Small Business Administration
133(4)
SBICs
135(1)
Soliciting an SBA Loan
135(1)
Sequence for Securing an SBA Loan
136(1)
Stockpiling Credit
137(1)
Selling the Proposal
137(2)
Other Sources of Money
139(1)
Collateral
140(1)
Keeping the Loan Lines Open
141(1)
Avoiding Personal Liability
141(1)
Leasing
141(6)
Lease Costs
142(1)
Drawing Up a Lease
142(2)
Lease Terminology
144(1)
Length of Lease
144(1)
Specifics of Most Restaurant Leases
145(1)
Fire Insurance
146(1)
What Is a Restaurant Worth?
147(1)
Summary
147(1)
Key Terms and Concepts
148(1)
Review Questions
148(1)
Endnotes
148(2)
Legal and Tax Matters
150(28)
What Business Entity Is Best?
152(6)
The Sole Proprietorship
152(2)
The Partnership
154(2)
The Restaurant as a Corporation
156(2)
Buy-Sell Agreement with Partners
158(1)
Two Corporations Recommended
159(1)
Business and Life Insurance
160(1)
Business Search Expense
160(1)
Legal Aspects of Doing Business
160(3)
Depreciation and Cash Flow
163(1)
Accelerated or Straight-Line Depreciation
163(1)
Buying a Loser
164(1)
Two Choices of Accounting Methods
164(1)
A Tax Avoidance Plan
164(1)
Retirement Tax Shelters
164(1)
Tax-Free Compounding
165(1)
A Reasonable Return on Investment
165(1)
Business Expenses and Taxes
165(2)
Tax Credit for Van or Bus
166(1)
Tax Breaks for Children in Family Restaurants
166(1)
Reminders
167(1)
Local, State, and Federal Taxes
168(1)
Federal Laws Governing Employment
169(4)
The Federal Wage and Hour Law (The Fair Labor Standard Act)
169(1)
Employee Information
170(1)
The Federal Equal Pay Act of 1963 and Federal Child Labor Laws
171(1)
Wage Garnishment Act
171(1)
The Age Discrimination in Employment Act
171(1)
The Employment Retirement Income Security Act
172(1)
Civil Rights Act of 1964
172(1)
Legal Aspects of Contract Services
173(1)
Complications in Discharging Employees
173(1)
Reporting Tips to the Internal Revenue Service
173(1)
Selling Liquor to Minors
174(1)
Time Off to Vote
174(1)
In Case of Wage and Hour Audit
174(1)
Interpretation and Clarification of Government Regulations
174(1)
Slip and Fall
175(1)
Summary
175(1)
Key Terms and Concepts
176(1)
Review Questions
176(1)
Endnotes
177(1)
The Menu
178(32)
Capability/Consistency
181(1)
Equipment
181(5)
Availability
186(1)
Price
186(2)
Menu Pricing Strategies
187(1)
Nutritional Value
188(4)
Contribution Margin
192(1)
Flavor
192(1)
Accuracy in Menu
193(1)
Kids' Menus
193(1)
Menu Items
194(2)
Appetizers and Soups
196(1)
Lunch and Dinner Menus
196(1)
Degustation Menus
197(1)
Menu Types
197(3)
Salads
200(1)
Entrees
200(1)
Desserts
200(1)
Matching/Pairing
200(1)
Restaurants in Las Vegas Represent the Best Countrywide
201(1)
Menu Analysis
202(1)
Menu Design and Layout
203(1)
What Kind of Paper?
204(1)
Standardized Recipes
204(1)
Food-Cost Percentage
204(3)
Summary
207(1)
Key Terms and Concepts
207(1)
Review Questions
208(1)
Endnotes
208(2)
Bar and Beverages
210(22)
Alcoholic Beverage Licenses
213(1)
How to Apply for a License
213(1)
Bar Layout and Design
214(2)
Placement of a Bar Within a Restaurant
216(1)
The Speed Gun
217(1)
Glass Washing
218(1)
Bartenders
218(1)
A Basic Bar Inventory
218(1)
A Wine List
219(3)
Wines with Food
222(1)
Responsible Alcoholic Beverage Service
223(1)
Third-Party Liability
224(1)
Controls
224(7)
Controlling Losses
225(1)
99 Ways to Steal in a Restaurant or Bar
225(6)
Summary
231(1)
Key Terms and Concepts
231(1)
Review Questions
231(1)
Endnotes
231(1)
Food Purchasing
232(18)
A Food Purchasing System
234(8)
The Purchasing Cycle
237(1)
Who Sets Up the System? Who Operates It?
237(1)
Food Quality Standards
238(1)
Buying by Specification
238(1)
How Much Inventory?
239(1)
The Mechanics of Ordering
240(1)
Storage
241(1)
Types of Purchasing
242(1)
Buying from Full-Line Purveyors
242(1)
Co-op Buying
242(1)
Beware
242(1)
Buying Meat
243(1)
The Chicken versus Turkey Choice
243(1)
Purchasing Eggs
244(1)
Buying Fresh Fruits and Vegetables
244(3)
USDA Wholesale Produce Grades
245(2)
Canned Fruits and Vegetables
247(1)
Selecting the Right Coffee
247(1)
Coffee Brewing Machines
247(1)
Summary
248(1)
Key Terms and Concepts
248(1)
Review Questions
249(1)
Endnotes
249(1)
Planning and Equipping the Kitchen
250(28)
The Open Kitchen
256(2)
Kitchen Floor Coverings
258(1)
Kitchen Equipment
258(4)
Categories of Kitchen Equipment
259(1)
Select the Right Equipment
259(1)
Match Equipment with Menu and Production Schedule
260(1)
Total Cost versus Original Cost
261(1)
Select the Most Efficient Equipment for the People and Skills Available
261(1)
De-skilling the job with Equipment
261(1)
Equipment Stars
262(12)
The Stove/Oven
262(2)
Deep-Frying Equipment
264(1)
Tilting Skillets
265(1)
Low-Temperature Ovens
266(1)
Forced-Air Convection Ovens
266(1)
Microwave Ovens
266(3)
Infrared Cooking Equipment
269(1)
Steam Cooking Equipment
269(1)
Hot-Food Holding Tables
270(1)
Refrigerators and Freezers
271(1)
Ice Machines
271(1)
Pasta-Making Machines
272(1)
Other Specialty Cooking Equipment
272(1)
Other Equipment
273(1)
Maintaining Kitchen Equipment
274(1)
Dishwashing Equipment
274(1)
Meeting with the Health Inspector
275(1)
Summary
276(1)
Key Terms and Concepts
276(1)
Review Questions
276(1)
Endnotes
277(1)
Budgeting and Controlling Costs
278(26)
Budgeting
280(1)
Forecasting Sales
280(2)
A Method for Forecasting Sales
280(2)
Income Statement
282(1)
Budgeting Costs
283(1)
Gross Profit
283(1)
Controllable Expenses
283(1)
Labor Costs
284(3)
Rent
287(1)
Uniform System of Accounts for Restaurants
287(1)
Pre-Opening Expenses
287(1)
Cash Flow Budgeting
288(1)
Productivity Analysis and Cost Control
288(2)
Seat Turnover
290(1)
Controlling Theft and Accidental Loss
291(2)
Guest Check Control
293(1)
Computer Systems
294(6)
How Much Computer Assistance?
295(3)
POS Systems
298(2)
Financial Management
300(2)
Ratio Analysis
301(1)
Summary
302(1)
Key Terms and Concepts
302(1)
Review Questions
302(1)
Endnotes
303(1)
Organization, Recruiting, and Staffing
304(32)
Task and Job Analysis
306(2)
Technical Tasks Vary with the Establishment
307(1)
Job Descriptions
308(4)
The Job Specification
311(1)
The Job Instruction Sheet
311(1)
Organizing People and Jobs
312(2)
Staffing the Restaurant
314(1)
Civil Rights Laws
314(5)
Equal Employment Opportunity
315(1)
The Americans with Disabilities Act
316(1)
Hiring People Who Are Physically or Mentally Challenged
317(1)
AIDS
318(1)
Recruitment
319(1)
Selection
319(1)
Interviewing
320(2)
Ideal Employee Profiles
322(1)
Employment of Minors
322(4)
Restrictions on Employing Minors
325(1)
Employment of Undocumented Aliens
326(1)
Employee Sources
326(1)
Questions to Avoid on the Application Form and During the Interview
327(3)
Questions You Can Ask
328(2)
The Multiple Interview Approach
330(1)
Telephone References
330(1)
Careful Selection of Personnel
330(2)
Employment Testing
332(1)
Screening Out the Substance Abuser
332(1)
Pre-Employment Physical and Drug Examinations
333(1)
Summary
333(1)
Key Terms and Concepts
333(1)
Review Questions
333(1)
Endnotes
334(2)
Employee Training and Development
336(22)
Orientation
338(1)
Training
339(2)
Part-Time Employees Increase the Need for Training
341(1)
Training and Development
341(6)
Combine Training with Development
343(1)
Slogans Help
343(1)
Step-by-Step Training
344(1)
Training Theory
345(2)
Behavior Modeling
347(1)
Learner-Controlled Instruction
348(1)
Responsible Alcohol Beverage Service
349(1)
A Professional Training and Development Program
350(1)
The Manager As Coach
350(2)
Leadership
352(3)
Better Management Behavior
352(1)
Characteristics of Effective Managers
352(1)
Subtleties of Supervision
353(2)
Motivation Through Part Ownership
355(1)
A Tipping Policy
355(1)
Summary
356(1)
Key Terms and Concepts
356(1)
Review Questions
356(1)
Endnotes
357(1)
Service and Customer Relations
358(18)
The Service Encounter
361(1)
Gamesmanship
362(1)
Greeters
362(1)
The Server as an Independent Businessperson
363(1)
Foodservice Teams
363(2)
Hard Sell versus Soft Sell
365(1)
Formality or Informality
366(1)
Setting the Table
367(1)
Taking the Order
367(1)
Magic Phrases
368(1)
The Servers' Viewpoint
369(1)
The Difficult Customer
370(3)
Teen Confrontations
373(1)
Service Personnel as a Family
373(1)
Greeter or Traffic Cop
373(1)
Tact: Always
374(1)
Summary
374(1)
Key Terms and Concepts
374(1)
Review Questions
374(1)
Endnotes
375(1)
Food Protection and Sanitation
376(25)
Food-Borne Illness
378(1)
Biological Hazards---Bacteria
378(1)
Causes of Food-Borne Illness
379(3)
Controlling or Destroying Bacteria
382(1)
Acidity and Bacterial Growth
382(1)
Bacteria and Temperature
383(1)
Every Staff Member a Sanitarian
384(1)
Viruses
384(1)
Chemical Contaminants
384(2)
Personal Safety
386(1)
Hazard Analysis of Critical Control Points
386(2)
Common Food Safety Mistakes
388(2)
Time/Temperature
388(1)
Cross-Contamination
389(1)
Poor Personal Hygiene
390(1)
Approaches to Food Safety
390(1)
Food Protection as a System
391(4)
Contract Sanitation Service
395(1)
Warewashing and Food Protection
395(1)
Pest Control
396(1)
Summary
397(1)
Key Terms and Concepts
398(1)
Review Questions
398(1)
Endnotes
398(3)
Glossary 401(8)
Index 409

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