This book will not only help you decide if you have what it takes to prosper as a restaurant owner but will also set you up to do so. Every year hundreds of thousands of restaurants open with great expectations, and every year almost as many close down. Your success in owning a restaurant will come as a direct result of solid business practices and your ability to entertain and satisfy your customers.

Brian Cooper spent his life in the hospitality business. He managed restaurants, was an executive for major hotel chains, and as Dean Emeritus of George Brown College’s Hospitality School he created the first worldwide chefs’ competition.. Brian Floody has more than 30 years’ experience as a bar and restaurant owner, operator, consultant, and educator. His consulting company has opened more than 30 restaurants and bars, including several at EXPO ’86 in Vancouver, EXPO ’88 in Brisbane, and EXPO ’92 in Seville. Gina McNeill has been a restaurant owner and chef, a culinary instructor, a casino hotel catering sales manager, and a freelance food stylist.

Introduction

xiii

Part I: Evaluating Your Dream

1

(58)

Before You Start

5

(6)

The restaurateur as entrepreneur and entertainer

5

(1)

The menu

6

(1)

Trends

7

(1)

Types of restaurants

8

(3)

The gourmet- or fine-dining room

8

(1)

The family, mid-size, casual restaurant

9

(1)

The quick-service or fast-food restaurant

10

(1)

Social and contract caterers

10

(1)

The Structure of Your Business

11

(12)

The sole proprietorship

11

(2)

Advantages

12

(1)

Disadvantages

12

(1)

The partnership

13

(2)

Advantages

13

(1)

Disadvantages

14

(1)

The corporation

15

(2)

Advantages

16

(1)

Disadvantages

16

(1)

Franchising

17

(3)

Building your team

20

(3)

The Business Plan: Feasibility Study

23

(14)

The business plan: Overview

23

(3)

The feasibility study

26

(8)

Target area analysis

28

(1)

Population profile

28

(3)

Economic profile

31

(1)

Competition analysis

31

(2)

Industry and tourism profile

33

(1)

Cultural, recreational, and sporting events

33

(1)

The real estate marketplace

34

(1)

Pre-opening marketing strategy

34

(3)

The Business Plan: The Financial Plan

37

(22)

The capital budget

38

(7)

Hard costs

38

(4)

Soft costs

42

(3)

Investment plan

45

(1)

Financial statements

46

(10)

The income statement

46

(6)

The break-even analysis

52

(2)

The balance sheet

54

(1)

The cash-flow analysis

54

(2)

Resources

56

(3)

Part II: Start-Up

59

(62)

Start-Up Practicalities

63

(6)

Naming your restaurant

63

(2)

Your own tastes

63

(1)

Marketing implications

64

(1)

Copyright

64

(1)

Registering your business

65

(1)

In the United States

65

(1)

In Canada

66

(1)

Trademarks

66

(1)

Obtaining licenses and permits

66

(1)

Insurance

67

(2)

Choosing Your Restaurant's Location

69

(8)

Finding the fit

69

(2)

Downtown versus suburban

71

(1)

Suburban

71

(1)

Downtown/city

72

(1)

Freestanding versus mall location

72

(1)

Zoning

73

(1)

Leasing versus purchasing

73

(4)

Design and Renovation

77

(8)

Building your dream

77

(1)

What designers can do for you

78

(1)

Design

78

(3)

Decor

81

(1)

Designing without a designer

81

(1)

A word about renovation

82

(3)

Equipment and Furnishings

85

(16)

Equipment

85

(5)

Sourcing equipment

86

(1)

New versus used equipment

87

(1)

Buy versus lease equipment

88

(1)

Kitchen equipment

88

(1)

Front-of-the-house equipment

89

(1)

Furnishings

90

(11)

Tables

90

(3)

Chairs

93

(1)

Other furnishings

93

(1)

Kitchen/bar small wares

93

(2)

Dinnerware (china, flatware, glassware, linen)

95

(6)

Your Employees

101

(20)

Job analysis, job description, and job specifications

102

(2)

Recruitment

104

(1)

Selection

105

(3)

Orientation and training

108

(1)

Policy and procedure manuals

109

(3)

Reward and discipline

112

(1)

Performance appraisals

113

(1)

Pay scales

114

(1)

Management communications

114

(7)

Log books and incident and accident reports

118

(1)

Managers' meetings

118

(3)

Part III: Managing Your Operation

121

(90)

Your Menu

125

(12)

Types of menus

126

(1)

Menu pricing

127

(1)

Menu design and development

128

(3)

Developing a wine list

131

(6)

Wine pricing

133

(1)

Designing your wine list

133

(3)

Resource guide

136

(1)

The Art of Service

137

(6)

Keeping customers satisfied

137

(1)

Service styles

138

(2)

Front-of-the-house considerations

140

(1)

Dealing with difficult customers

141

(2)

Marketing

143

(18)

Ongoing marketing strategies

144

(6)

Advertising

144

(3)

Sales

147

(1)

Merchandising

147

(1)

Public relations

148

(1)

Promotions

149

(1)

Professionals, and what they have to offer

150

(2)

Sourcing the pros

151

(1)

Building your marketing base

152

(3)

A loyal customer is free advertising

153

(1)

The role of service in marketing

154

(1)

Increasing sales by using the five ``Ps'' of marketing

155

(2)

Product

156

(1)

Place

156

(1)

People

157

(1)

Price

157

(1)

Promotions

157

(1)

The restaurant critic: Friend or foe?

157

(1)

Web opportunities

158

(3)

Cost Control

161

(28)

Keep control systems simple

162

(2)

Standard recipes

164

(3)

Standard purchase specifications

167

(1)

Supplier selection

167

(3)

Purchasing

170

(2)

Par stocks

172

(1)

Receiving

173

(1)

Storage

174

(1)

Perpetual inventories

175

(2)

Issuing

177

(2)

Service area control

179

(1)

Cash control

180

(5)

Cashing out

182

(1)

Daily sales reconciliation

182

(3)

Floats

185

(1)

Till procedures

185

(4)

Pulling the till

186

(1)

Spotters

186

(1)

Skims

187

(1)

Counterfeit money

187

(2)

Bars and Pubs

189

(22)

Responsible service of alcohol

190

(1)

Handling difficult situations

191

(2)

Bar service and products

193

(3)

Bar service

193

(1)

Bar products

194

(2)

Bar equipment and small wares

196

(3)

Bar equipment

196

(1)

Small wares

197

(1)

Disposable goods

198

(1)

Bar condiments and juices

199

(1)

Garnishes

199

(1)

Glassware

199

(2)

Control Systems

201

(3)

Mechanical controls

202

(2)

Entertainment

204

(1)

Advertising and Promotion

205

(6)

Advertising

205

(1)

Promotional strategies

206

(2)

Public relations

208

(3)

Conclusion

211

(2)

Bibliography

213

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Amazon no longer offers textbook rentals. We do!

Amazon no longer offers textbook rentals. We do!

We're the #1 textbook rental company. Let us show you why.

Start & Run a Restaurant Business

9781551806327

1551806320

Supplemental Materials

Summary

Author Biography

Table of Contents

Supplemental Materials

Rewards Program