Restaurant Management Customers, Operations, and Employees

by Mill, Robert Christie

• ISBN13: 9780131136908
• ISBN10: 0131136909
• Edition: 3rd
• Format: Paperback
• Copyright: 2020-01-23
• Publisher: Pearson

Summary

Identifies the crucial elements involved in the operation of a restaurant, and their interrelationships that are necessary to achieve success. Structured around the three parts of the meal experience-the customers, the operation (consisting of food, beverage and the physical facility) and the employees-the book examines how to effectively manage an existing restaurant operation. This edition continues its strong coverage of marketing, promotions, and employment issues, and captures the essential elements needed to produce satisfied customers and a profitable restaurant operation.Offers fully updated material including: Updated figures and numbers, Longitudinal analysis of recent trends, The latest demographic projections and the implications for managers, Added section on ergonomics and its impact on layout and design and New material on energy conservation and cost savings. Strategies for using the Internet as a promotional tool shows readers how to use technology to run and increase their business. A focus on profitability addresses common reasons restaurants fail. Examines factors to success, such as concept, creativity, menu, pricing, productivity, cost control etc.Restaurant managers. For anyone interested in "the meal experience," or thinking about becoming a restaurant entrepreneur.

Table of Contents

Preface	xi
From Concept to Completion: The Shaping of a Restaurant	xiv
Chapter 1 Introduction	1	(28)
Learning Objectives	1	(1)
The Foodservice Industry	2	(2)
Industry Trends	4	(3)
Sources of Information,	5	(2)
Common Denominators	7	(5)
Utility versus Pleasure,	7	(1)
Service and Menu Price,	8	(1)
Food Preparation Method,	9	(1)
Menu Development,	10	(2)
Overview of Restaurant Chains	12	(7)
Sandwich Chains,	13	(1)
Dinnerhouses,	13	(2)
Major Contractors,	15	(1)
Pizza Chains,	16	(1)
Family Chains,	16	(1)
Chicken Chains,	17	(1)
Hotels,	17	(1)
Grill-Buffet Chains,	17	(2)
Why Restaurants Fail	19	(5)
The Restaurant Industry Dollar,	20	(1)
Failure to Increase Sales,	21	(1)
Failure to Control Costs,	22	(2)
Success Factors	24	(3)
Right Concept,	24	(1)
Careful Expansion,	24	(1)
Skillful Execution,	24	(1)
Service,	24	(3)
Endnotes	27	(1)
Internet Resources	28	(1)
Quick Quiz Answer Key	28	(1)
Chapter 2 Understanding the Customer	29	(23)
Learning Objectives	29	(2)
Introduction	31	(1)
Market Categories	31	(2)
Captive Market,	31	(1)
Mass Market,	32	(1)
Status Market,	32	(1)
Trend Analysis	33	(9)
Trend Spotters,	33	(2)
Trends: Early Adopters,	35	(1)
Trends: Traditional Research,	35	(7)
Meal Occasion	42	(3)
Breakfast,	42	(1)
Lunch,	43	(2)
Dinner,	45	(5)
Endnotes	50	(1)
Internet Resources	51	(1)
Quick Quiz Answer Key	51	(1)
Chapter 3 Developing a Marketing Plan	52	(27)
Learning Objectives	52	(1)
Marketing Defined	53	(2)
Developing a Marketing Plan	55	(22)
Conduct a Marketing Audit,	55	(5)
Select Target Markets,	60	(4)
Position the Property,	64	(5)
Determine Marketing Objectives,	69	(1)
Develop and Implement Action Plans,	70	(5)
Monitor and Evaluate the Marketing Plan,	75	(2)
Endnotes	77	(1)
Internet Resources	78	(1)
Quick Quiz Answer Key	78	(1)
Chapter 4 Promoting the Operation	79	(31)
Learning Objectives	79	(1)
The Promotional Process	80	(6)
Objectives of Promotion,	80	(1)
Steps in the Process,	81	(5)
Customer Use of Information,	86	(1)
Advertising Agencies	86	(2)
When to Use an Agency,	86	(1)
How to Select an Agency,	87	(1)
Advertising	88	(8)
Functions of Advertising,	88	(1)
Types of Campaigns,	88	(1)
Media Selection Criteria,	89	(1)
Newspapers,	90	(1)
Radio,	91	(1)
Television,	92	(1)
Magazines,	92	(1)
Yellow Pages,	93	(1)
Signs and Billboards,	94	(1)
Direct Mail,	94	(2)
Internet	96	(1)
Personal Selling	97	(1)
Sales Promotion	97	(6)
Incentives,	97	(3)
Key Steps,	100	(3)
Merchandising	103	(1)
Purpose,	103	(1)
Effectiveness,	103	(1)
Merchandising of Beverages,	104	(1)
Public Relations and Publicity	104	(4)
Word of Mouth,	105	(1)
Implementation,	106	(2)
Endnotes	108	(1)
Internet Resources	109	(1)
Quick Quiz Answer Key	109	(1)
Chapter 5 Pricing and Designing the Menu	110	(35)
Learning Objectives	110	(2)
Importance of the Menu	112	(1)
Menu Content	112	(2)
Menu Pricing	114	(3)
Pricing Philosophies,	114	(3)
Pricing Methods	117	(9)
Factor, Cost-Multiplier, or Mark-Up System,	117	(1)
Prime Cost,	118	(2)
Actual Pricing or All Costs Plus Profit,	120	(1)
Gross Mark-up or Gross Profit,	120	(1)
Base Price,	121	(1)
Texas Restaurant Association,	121	(1)
Marginal Pricing,	122	(1)
Daily Pricing,	122	(1)
Handling Price Increases,	122	(1)
Listing Prices,	123	(3)
Measuring Menu Strength	126	(4)
Average Check,	126	(1)
Range,	126	(1)
Menu Scoring,	127	(1)
Menu Engineering,	128	(2)
Menu Design	130	(13)
Cover,	131	(1)
Size,	132	(1)
Materials,	132	(1)
Placement,	132	(3)
Specials,	135	(1)
Menu Descriptions,	135	(2)
Typeface,	137	(1)
Verbal Pictures,	137	(1)
Menu Pricing,	138	(2)
Packaging,	140	(1)
Wine Menus,	140	(1)
Menu Alternatives,	141	(2)
Endnotes	143	(1)
Internet Resources	144	(1)
Quick Quiz Answer Key	144	(1)
Chapter 6 Delivering High-Quality Service	145	(30)
Learning Objectives	145	(1)
The Service Encounter	146	(4)
Enduring Insights,	147	(1)
Service Problems,	148	(1)
Assessing Customer Satisfaction,	149	(1)
Service Gaps	150	(24)
Lack of knowledge,	152	(1)
Lack of Standards,	153	(2)
Setting Service Standards,	155	(10)
Lack of Performance,	165	(7)
Promising Too Much,	172	(1)
Planned Attack,	173	(1)
Endnotes	174	(1)
Internet Resources	174	(1)
Chapter 7 The Physical Facility	175	(37)
Learning Objectives	175	(1)
Front of the House: Layout	176	(2)
Front of the House: Atmosphere	178	(14)
Table Arrangements,	178	(4)
Furniture,	182	(1)
Surface Materials,	183	(1)
Entertainment,	184	(2)
Space,	186	(1)
Lighting,	187	(2)
Color,	189	(3)
Accessibility,	192	(1)
Back of the House: Space Requirements	192	(1)
Back of the House: Workplace Design	193	(10)
Systematic Approach,	194	(3)
Layout of Functional Areas,	197	(4)
Arranging Functional Areas,	201	(1)
Comparing Systems,	201	(1)
Ergonomics,	202	(1)
Improving Existing Layouts	203	(3)
Individual Movements,	204	(2)
Product Flow,	206	(1)
Task Planning	206	(5)
Endnotes	211	(1)
Internet Resources	211	(1)
Chapter 8 Food and Beverage: From Supplier to Customer	212	(26)
Learning Objectives	212	(1)
Steps in the Process	213	(1)
Purchasing	213	(6)
Importance,	213	(1)
Process,	213	(1)
Buying Methods,	214	(2)
Standards,	216	(2)
Control,	218	(1)
Receiving	219	(2)
Methods,	219	(2)
Space Requirements,	221
Practices,	220	(1)
Storage	221	(2)
Space Requirements,	221	(2)
Issuing	223	(1)
Control,	224	(1)
Preparation	224	(2)
Function,	224	(1)
Space Requirements,	224	(2)
Cooking	226	(5)
Service Systems,	226	(1)
Space Requirements,	227	(1)
Principles of Cooking,	228	(3)
Control,	231	(1)
Service	231	(3)
Service Styles,	231	(1)
Space Requirements,	232	(2)
Portion Control,	234	(1)
Dishwashing	234	(2)
Pot and Pan Washing,	236	(1)
Waste Disposal	236	(1)
Endnotes	236	(1)
Internet Resources	237	(1)
Chapter 9 Kitchen Equipment and Interiors: Selection, Maintenance, and Energy Management	238	(29)
Learning Objectives	238	(1)
Equipment Selection	239	(5)
Basic Considerations,	239	(3)
Materials Used,	242	(1)
Energy Sources,	243	(1)
Specifications,	244	(1)
Equipment Types	244	(6)
Dry-Heat Cooking Equipment,	244	(3)
Steam Equipment,	247	(1)
Fryers,	248	(1)
Small Equipment,	248	(1)
Dishwashers,	249	(1)
Refrigeration Equipment,	249	(1)
Interior Surfaces	250	(3)
Materials,	250	(3)
Equipment Maintenance	253	(6)
Stainless Steel Surfaces,	253	(1)
Equipment,	253	(6)
Energy Management	259	(6)
Comprehensive Program,	259	(3)
Lighting,	262	(1)
Water,	263	(1)
Heating, Ventilation, and Air Conditioning (HVAC) System,	264	(1)
Endnotes	265	(1)
Internet Resources	266	(1)
Chapter 10 Sanitation and Food Safety	267	(25)
Learning Objectives	267	(1)
Role of the Manager	268	(3)
Allergies,	269	(2)
Major Sanitation Problems	271	(4)
Foodborne Illnesses,	271	(3)
Biological Sources,	274	(1)
Chemical Contamination,	275	(1)
Physical Contamination,	275	(1)
Taking a Proactive Stance: HACCP	275	(2)
Preventive Procedures	277	(9)
Purchasing,	277	(1)
Receiving,	277	(2)
Storage,	279	(1)
Preparation and Serving,	280	(1)
Reheating,	281	(2)
Bars,	283	(1)
Equipment,	283	(1)
Rodent and Insect Control,	284	(1)
Crisis Management,	285	(1)
Employee Habits	286	(5)
Employee Health,	286	(2)
Safety and Accident Prevention,	288	(3)
Endnotes	291	(1)
Internet Resources	291	(1)
Quick Quiz Answer Key	291	(1)
Chapter 11 Controlling Costs	292	(29)
Learning Objectives	292	(1)
Financial Statements	293	(5)
Statement of Income,	294	(3)
Balance Sheet,	297	(1)
Analyzing Financial Statements: Statement of Income	298	(8)
Systematic Approach,	298	(2)
The Three-Part Method,	300	(6)
Analyzing Financial Statements: Balance Sheet	306	(4)
Current Assets,	306	(3)
Fixed Assets,	309	(1)
Liabilities,	309	(61)
Solvency Ratios,	370
Cost–Volume–Profit Analysis	310	(6)
Break-Even Chart,	370
Capital Budgeting	316	(4)
Determining Priorities,	316	(4)
Endnotes	320	(1)
Internet Resources	320	(1)
Chapter 12 Employee Selection	321	(37)
Learning Objectives	321	(1)
Supply of Labor: The Changing Picture	322	(8)
Women,	324	(1)
Minorities,	325	(1)
Immigrants,	326	(1)
Older Employees,	326	(1)
Part-Time Employees,	327	(1)
Employees with Disabilities,	328	(2)
The Regulatory Environment: Equal Employment Opportunity	330	(6)
Federal Laws,	330	(3)
Bona Fide Occupational Qualification (BFOQ),	333	(1)
Sexual Harassment,	333	(1)
Affirmative Action,	334	(2)
Recruiting Employees	336	(3)
Job Analysis,	336	(1)
Analysis Process,	336	(3)
The Hiring Process	339	(16)
Preliminary Interview,	340	(1)
Completing the Application Form,	341	(1)
Employment Tests,	341	(5)
Interview in the Human Resources Department,	346	(4)
Background Investigation,	350	(3)
Medical Examination,	353	(1)
Preliminary Selection in the Human Resources Department,	353	(1)
Supervisory Interview,	353	(1)
Realistic Job Preview,	353	(2)
Hiring Decision,	355	(1)
Endnotes	355	(2)
Internet Resources	357	(1)
Chapter 13 Training and Development	358	(27)
Learning Objectives	358	(2)
Employee Orientation	360	(3)
Employee Training and Development	363	(3)
Importance of Training,	363	(1)
Responsibility for Training,	364	(2)
Training Process	366	(5)
Needs Assessment,	366	(2)
Learning Objectives,	368	(1)
Training Program,	368	(2)
Training Lessons,	370	(1)
Conducting the Training,	370	(1)
Evaluation,	370	(1)
Follow-Up,	371	(1)
Principles of Learning	371	(3)
Intention to Learn,	371	(1)
Whole Learning,	372	(1)
Reinforcement,	372	(1)
Practice,	372	(1)
Spaced versus Massed Practice,	372	(1)
Learning Curve,	372	(2)
Behavior Modeling,	374	(1)
Training Methods	374	(5)
Learner-Controlled Instruction,	374	(3)
Individual Training,	377	(1)
Group Training,	378	(1)
Career Development	379	(1)
Employee Development,	379	(4)
Management Development,	380	(3)
Endnotes	383	(1)
Internet Resources	384	(1)
Chapter 14 Motivating the Employee	385	(37)
Learning Objectives	385	(1)
Employee Motivation	386	(8)
The Role of Managers,	386	(2)
Theories of Motivation,	388	(6)
Organizational Climate	394	(3)
Dimensions of Climate,	395	(2)
Developing a Productive Organizational Climate	397	(18)
Management by Objectives,	400	(1)
Implementing the Concept,	401	(4)
Job Redesign,	405	(5)
Punishment,	410	(1)
Positive Reinforcement,	410	(3)
Development of Trust,	413	(2)
Leaders and Managers	415	(5)
Leadership Theories,	415	(5)
Endnotes	420	(1)
Internet Resources	421	(1)
Chapter 15 Restaurant Manager 2010	422	(16)
Learning Objectives	422	(1)
Industry Challenges	423	(5)
Nutrition/Obesity,	423	(1)
Smoking Prohibition,	424	(2)
Animal Rights,	426	(1)
Human Resources,	426	(1)
Food Safety,	426	(2)
Food Technology,	428	(1)
Serving Alcohol,	428	(1)
Food Sustainability,	428	(1)
Industry Solutions	428	(8)
The Manager's Job,	428	(7)
The Bottom Line,	435	(1)
Endnotes	436	(1)
Internet Resources	437	(1)
Photo Credits	438	(1)
Index	439