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9780130273642

Restaurant Management : Customers, Operations and Employees

by
  • ISBN13:

    9780130273642

  • ISBN10:

    0130273643

  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 2001-01-01
  • Publisher: Pearson College Div
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Summary

For undergraduate courses in Introduction to Food and Beverage Operations, Culinary Management, and Food and Beverage Management. Exceptionally comprehensive yet accessible, this text identifies the crucial elements involved in the operation of a restaurant, and their interrelationships that are necessary to achieve success. It shows, clearly and in detail, how to balance customer satisfaction and employee productivity in order to manage operations (food and beverage items and the physical facility) at a profit.

Table of Contents

Preface xi
Introduction
1(30)
Learning Objectives
1(1)
The Food Service Industry
2(1)
Industry Trends
3(5)
Tableservice Trends
4(1)
Sources of Information
5(3)
Common Denominators
8(4)
Utility versus Pleasure
8(1)
Service and Menu Price
9(1)
Food Preparation Method
10(1)
Menu Development
11(1)
Overview of Restaurant Chains
12(7)
Full-service Restaurants
12(1)
Limited-service Restaurants
12(1)
Sandwich Chains
13(1)
Contract Chains
14(1)
Dinner Houses
14(1)
Pizza Chains
15(1)
Family Chains
16(1)
Chicken Chains
16(2)
Grill Buffet Chains
18(1)
Why Restaurants Fail
19(3)
Failure to Increase Sales
20(1)
Failure to Control Costs
21(1)
Success Factors
22(3)
Right Concept
22(1)
Execution
22(2)
Service
24(1)
Meeting Customer Expectations
25(1)
Management Skills: Basic Functional Areas
25(4)
Employment/Development of Crew
28(1)
Supervision of Shift Operations
28(1)
Motivating Employee Performance
29(1)
Endnotes
29(2)
Understanding the Customer
31(18)
Learning Objectives
31(1)
Introduction
31(1)
Market Categories
32(2)
Captive Market
32(2)
Mass Market
34(1)
Status Market
34(1)
Customer Characteristics
34(7)
Repeat Customers
35(1)
Boomers
36(1)
Multicheck Households
37(1)
Families with Children
37(1)
Minorities
37(1)
Takeout and Delivery
38(1)
Seniors
39(2)
The Buying Process
41(6)
Decision Scenarios
42(1)
Customer Expectations
43(4)
Endnotes
47(2)
Developing a Marketing Plan
49(29)
Learning Objectives
49(1)
Marketing Defined
50(2)
Developing a Marketing Plan
52(24)
Conduct a Marketing Audit
52(6)
Select Target Markets
58(3)
Position the Property
61(5)
Determine Marketing Objectives
66(2)
Develop and Implement Action Plans
68(5)
Monitor and Evaluate the Marketing Plan
73(3)
Endnotes
76(2)
Promoting the Operation
78(30)
Learning Objectives
78(1)
The Promotional Process
78(9)
Objectives of Promotion
78(1)
Steps in the Process
79(7)
Customer Use of Information
86(1)
Advertising Agencies
87(1)
When to Use an Agency
87(1)
How to Select an Agency
87(1)
Advertising
88(8)
Functions of Advertising
89(1)
Types of Campaigns
89(1)
Media Selection Criteria
89(1)
Newspapers
90(1)
Radio
91(1)
Television
91(1)
Magazines
92(1)
Yellow Pages
92(1)
Sings and Billboards
93(1)
Direct Mail
93(3)
Internet
96(1)
Personal Selling
96(1)
Sales Promotion
96(5)
Incentives
96(3)
Key Steps
99(2)
Merchandising
101(2)
Purpose
101(1)
Effectiveness
101(1)
Merchandising of Beverages
102(1)
Public Relations and Publicity
103(4)
Word of Mouth
103(1)
Implementation
104(3)
Endnotes
107(1)
Pricing and Designing the Menu
108(31)
Learning Objectives
108(1)
Importance of the Menu
109(1)
Menu Content
110(4)
Appetizers
111(1)
Soups
111(1)
Entrees
111(1)
Salads
111(3)
Menu Pricing
114(2)
Pricing Philosophies
114(1)
Demand-Oriented/Perceived-Value Pricing
114(1)
Competitive Pricing
115(1)
Cost-Oriented Pricing
115(1)
Pricing Methods
116(6)
Factor, Cost-Multiplier, or Markup System
116(1)
Prime Cost
117(1)
Actual Pricing or All Costs Plus Profit
118(1)
Gross Markup or Gross Profit
119(1)
Base Price
119(1)
Texas Restaurant Association
120(1)
Marginal Pricing
120(1)
Daily Pricing
121(1)
Handling Price Increases
121(1)
Listing Prices
122(1)
Measuring Menu Strength
122(4)
Average Check
124(1)
Range
124(1)
Menu Scoring
124(1)
Menu Engineering
124(2)
Menu Design
126(12)
Cover
127(1)
Size
127(2)
Materials
129(1)
Placement
129(1)
Specials
130(1)
Menu Descriptions
130(1)
Typeface
131(1)
Verbal Pictures
131(1)
Menu Pricing
132(2)
Packaging
134(1)
Wine Menus
134(3)
Menu Alternatives
137(1)
Endnotes
138(1)
Delivering High-Quality Service
139(31)
Learning Objectives
139(1)
The Service Encounter
140(8)
Enduring Insights
140(4)
Service Problems
144(1)
Assessing Customer Satisfaction
144(4)
Service Gaps
148(21)
Lack of Knowledge
149(1)
Lack of Standards
150(1)
Setting Service Standards
151(9)
Lack of Performance
160(7)
Promising Too Much
167(1)
Planned Attack
168(1)
Endnotes
169(1)
The Physical Facility
170(38)
Learning Objectives
170(1)
Front of the House: Layout
171(2)
Front of the House: Atmosphere
173(16)
Table Arrangements
174(3)
Furniture
177(1)
Entertainment
178(4)
Space
182(1)
Lighting
183(4)
Color
187(2)
Back of the House: Space Requirements
189(2)
Back of the House: Workplace Design
191(8)
Systematic Approach
191(4)
Layout of Functional Areas
195(2)
Arranging Functional Areas
197(1)
Comparing Systems
198(1)
Improving Existing Layouts
199(2)
Individual Movements
199(2)
Product Flow
201(1)
Task Planning
201(5)
Endnotes
206(2)
Food and Beverage: From Supplier to Customer
208(29)
Learning Objectives
208(1)
Steps in the Process
209(1)
Purchasing
209(7)
Importance
209(2)
Process
211(1)
Buying Methods
211(2)
Standards
213(2)
Control
215(1)
Receiving
216(3)
Methods
216(1)
Space Requirements
217(1)
Practices
217(2)
Storage
219(2)
Space Requirements
219(2)
Issuing
221(1)
Control
221(1)
Preparation
222(2)
Function
222(1)
Space Requirements
223(1)
Cooking
224(5)
Service Systems
224(1)
Space Requirements
225(1)
Principles of Cooking
225(4)
Control
229(1)
Service
229(6)
Service Styles
229(4)
Space Requirements
233(2)
Portion Control
235(1)
Dishwashing
235(1)
Pot and Pan Washing
235(1)
Waste Disposal
235(1)
Endnotes
236(1)
Kitchen Equipment and Interiors: Selection, Maintenance, and Energy Management
237(28)
Learning Objectives
237(1)
Equipment Selection
238(7)
Basic Considerations
238(4)
Materials Used
242(2)
Energy Sources
244(1)
Specifications
245(1)
Equipment Types
245(6)
Dry-Heat Cooking Equipment
245(3)
Steam Equipment
248(1)
Fryers
249(1)
Small Equipment
249(1)
Dishwashers
250(1)
Refrigeration Equipment
250(1)
Interior Surfaces
251(2)
Materials
251(2)
Equipment Maintenance
253(5)
Stainless Steel Surfaces
253(1)
Equipment
253(5)
Energy Management
258(5)
Comprehensive Program
258(5)
Endnotes
263(2)
Sanitation and Food Safety
265(24)
Learning Objectives
265(1)
Role of the Manager
266(1)
Major Sanitation Problems
267(3)
Foodborne Illnesses
267(2)
Biological Sources
269(1)
Chemical Contamination
270(1)
Physical Contamination
270(1)
Taking a Proactive Stance: HAACP
270(1)
Preventive Procedures
271(10)
Purchasing
271(1)
Receiving
271(1)
Storage
272(1)
Preparation and Serving
273(2)
Reheating
275(1)
Bars
276(1)
Equipment
276(4)
Rodent and Insect Control
280(1)
Crisis Management
280(1)
Employee Habits
281
Employee Health
281(2)
Safety and Accident Prevention
283
Endnotes
228(61)
Controlling Costs
289(29)
Learning Objectives
289(2)
Financial Statements
291(4)
Statement of Income
291(3)
Balance Sheet
294(1)
Analyzing Financial Statements: Statement of Income
295(8)
Systematic Approach
295(1)
Three-Part Method
296(7)
Analyzing Financial Statements: Balance Sheet
303(2)
Current Assets
303(2)
Fixed Assets
305(1)
Liabilities
305(1)
Solvency Ratios
305(1)
Cost--Volume--Profit Analysis
305(8)
Break-Even Chart
305(8)
Capital Budgeting
313(4)
Determining Priorities
313(4)
Endnotes
317(1)
Employee Selection
318(36)
Learning Objectives
318(1)
Supply of Labor: The Changing Picture
318(13)
Women
321(1)
Minorities
321(4)
Immigrants
325(1)
Older Employees
326(1)
Part-Timers
326(3)
Disabled
329(2)
The Regulatory Environment: Equal Employment Opportunity
331(3)
Federal Laws
331(1)
Bona Fide Occupational Qualification
332(1)
Sexual Harassment
333(1)
Affirmative Action
333(1)
Recruiting Employees
334(3)
Job Analysis
334(1)
Analysis Process
334(3)
The Hiring Process
337(15)
Preliminary Interview
338(1)
Completing the Application Form
339(1)
Employment Tests
339(3)
Interview in Human Resources Department
342(5)
Background Investigation
347(3)
Medical Examination
350(1)
Preliminary Selection in Human Resources Department
350(1)
Supervisory Interview
350(1)
Realistic Job Preview
350(1)
Hiring Decision
351(1)
Endnotes
352(2)
Training and Development
354(24)
Learning Objectives
354(2)
Employee Orientation
356(3)
Employee Training and Development
359(2)
Importance of Training
359(1)
Responsibility for Training
360(1)
Training Process
361(5)
Needs Assessment
361(1)
Learning Objectives
362(1)
Training Program
362(2)
Training Lessons
364(1)
Conducting the Training
364(1)
Evaluation
365(1)
Follow-up
366(1)
Principles of Learning
366(2)
Intention to Learn
366(1)
Whole Learning
366(1)
Reinforcement
366(1)
Practice
367(1)
Space versus Massed Practice
367(1)
Learning Curve
367(1)
Behavior Modeling
367(1)
Training Methods
368(5)
Learner-Controlled Instruction
368(1)
Self-Direction
368(2)
Individual Training
370(1)
Group Training
371(2)
Career Development
373(4)
Employee Development
373(1)
Management Development
373(4)
Endnotes
377(1)
Motivating the Employee
378(35)
Learning Objectives
378(2)
Employee Motivation
380(6)
The Role of Managers
380(1)
Theories of Motivation
381(5)
Organizational Climate
386(2)
Dimensions of Climate
386(2)
Developing a Productive Organizational Climate
388(19)
Management by Objectives
390(1)
Implementing the Concept
390(5)
Job Redesign
395(5)
Positive Reinforcement
400(3)
Development of Trust
403(4)
Leaders and Managers
407(4)
Leadership Theories
407(4)
Endnotes
411(2)
Restaurant Manager 2000
413(16)
Learning Objective
413(1)
The Study
413(2)
The Findings
415(12)
The Manager's Job
415(2)
Administration
417(2)
Finance
419(2)
Human Resources
421(2)
Facility Management
423(1)
Sanitation and Food Safety
424(1)
Service
424(1)
Marketing
424(1)
Food and Beverage
424(1)
Working Conditions
424(1)
Background and Education
425(1)
Industry Needs
426(1)
The Bottom Line
427(1)
Endnotes
427(2)
Index 429

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Excerpts

PREFACE In writing this book I wanted to identify the crucial elements involved in the successful operation of a restaurant and show their interrelationships. In providing what John Fuller, the former head of the Scottish Hotel School, called the "meal experience," the restaurant manager brings together three elements: customers, the operation (consisting of food and beverage items as well as the physical facility), and employees. The operator's task is to manage these elements to produce satisfied customers. How to do this is the thrust of this book. In Chapter 1 we provide a financial overview of the restaurant industry while looking at the major factors affecting the growth of the business and considering the factors that make the difference between success and failure in running a restaurant. In Chapters 2 through 6 we consider the first of the three elements of the meal experience: the customer. The eating habits of the various segments of the market are described in Chapter 2 and the major trends in customer behavior that affect the business are identified. Chapter 3 goes on to show how to develop a marketing plan to attract one or more of the segments identified in Chapter 2. The importance of promotion as a marketing tool is recognized in Chapter 4 as we consider how and when to use various types of advertising to bring people in the front door. The role of the menu as a crucial part of the marketing effort is covered in Chapter 5, with sections on pricing and design to develop the strongest possible promotional vehicle. The culmination of the marketing effort to the customer is the provision of high-quality service, the topic of Chapter 6. The features that make the service encounter unique are identified and strategies developed to provide service to the customer that will result in satisfied patrons who want to return and who will tell their friends to visit. Chapters 7 through 11 deal with the physical facilities. In Chapter 7 we show how the front of the house can be designed to positively impact on the psychological needs and behavior of the customer. The effect on employee productivity of the design of the back of the house is also covered. Chapter 8 follows the flow of food and beverage items from supplier to customer through the various departments within the operation in developing procedures for effective purchasing, receiving, storing, and issuing of items used. The various production and service systems are compared within the context of developing effective cost control. Chapter 9 focuses on kitchen equipment and interiors. Guidelines are given on the proper procedures to follow in selecting, cleaning, and repairing kitchen equipment. Readers are shown how to develop a comprehensive energy management program. The importance of sanitation and food safety is stressed in Chapter 10. The major sanitation problems faced by restaurant managers are identified and procedures developed for preventing foodborne diseases. A program to build effective employee habits is presented. In the final chapter in this section, Chapter 11, we show how to analyze financial statements systematically to determine the profitability of the operation. In the third section of the book we examine the role of employees. Chapter 12 deals with employee selection, identifying the work groups that managers will turn to increasingly in the next decade. The legal environment within which managers must operate is described and the steps involved in staffing the operation are noted and guidelines given on how to improve the quality of employees selected. The design of effective orientation, training, and development programs is covered in Chapter 13, together with tips on how to develop the skills necessary to be an effective trainer. The topic of employee motivation is dealt with in Chapter 14. Suggestions are given as to why employees behave the way they do, and techniques are developed that will allo

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