Contents
Preface xiii
Acknowledgments xvii
Part One Restaurants, Owners, Locations, and Concepts 1
Chapter 1 Introduction 3
Early History of Eating Out 6
French Culinary History 7
Birth of Restaurants in America 7
Challenges of Restaurant Operation 13
Buy, Build, Franchise, or Manage? 15
Starting from Scratch 19
Restaurants as Roads to Riches 20
Summary 21
Chapter 2 Kinds and Characteristics of Restaurants and Their Owners 24
Kinds and Characteristics of Restaurants 25
Sandwich Shops 30
Quick-Service Restaurants 34
Quick Casual Restaurants 35
Family Restaurants 37
Casual Restaurants 37
Fine-Dining Restaurants 39
Steakhouses 40
Seafood Restaurants 42
Ethnic Restaurants 43
Theme Restaurants 47
Coffee Shops 50
Chef-Owned Restaurants 51
Celebrity Chefs 55
Centralized Home Delivery Restaurants 58
Summary 59
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Chapter 3 Concept, Location, and Design 62
Restaurant Concepts 63
Defining the Concept and Market 68
Successful Restaurant Concepts 70
Concept Adaptation 77
Changing or Modifying a Concept 77
Copy and Improve 78
Restaurant Symbology 79
When a Concept Fails 79
Multiple-Concept Chains 80
Sequence of Restaurant Development: From Concept to Opening 80
Utility versus Pleasure 84
Degree of Service Offered 84
Time of Eating and Seat Turnover 85
Advertising and Promotion Expenditures 88
Labor Costs as a Percentage of Sales 89
Planning Decisions That Relate to Concept Development 89
Profitability 91
Mission Statement 91
Concept and Location 92
Criteria for Locating a Restaurant 93
Location Information Checklist 107
Summary 108
Part Two Menus, Kitchens, and Purchasing 111
Chapter 4 The Menu 113
Capability/Consistency 116
Equipment 116
Availability 116
Price 117
Nutritional Value 120
Contribution Margin 122
Flavor 122
Accuracy in Menu 123
Sustainable Menus 128
Kids’ Menus 128
Menu Items 129
Contents ■ vii
Menu Types 132
Restaurants in Las Vegas Represent the Best Countrywide 136
Menu Engineering 136
Menu Design and Layout 138
Standardized Recipes 142
Menu Trends 142
Summary 143
Chapter 5 Planning and Equipping the Kitchen 146
Back of the House Green 150
Open Kitchen 151
Kitchen Floor Coverings 154
Kitchen Equipment 154
Equipment Stars 159
Maintaining Kitchen Equipment 169
Meeting with the Health Inspector 170
Summary 171
Chapter 6 Food Purchasing 174
Sustainable Purchasing 175
Food-Purchasing System 178
Types of Purchasing 183
Buying Meat 185
Buying Fresh Fruits and Vegetables 188
Selecting the Right Coffee 192
Summary 192
Part Three Restaurant Operations 197
Chapter 7 Bar and Beverages 199
Alcoholic Beverage Licenses 200
How to Apply for a License 201
Bar Layout and Design 202
Placement of a Bar within a Restaurant 204
Beverages 206
Bartenders 209
Basic Bar Inventory 210
Wines 212
Responsible Alcoholic Beverage Service 219
viii ■ Contents
Third-Party Liability 220
Controls 221
Summary 226
Chapter 8 Operations, Budgeting, and Control 228
Restaurant Operations 229
Front of the House 229
Back of the House 233
Control 238
Liquor Control 239
Controllable Expenses 243
Labor Costs 244
Guest Check Control 250
Productivity Analysis and Cost Control 251
Summary 252
Chapter 9 Food Production and Sanitation 254
Our Culinary Heritage 255
Native American Influence 256
African American Influence 256
Italian Influence 256
French Influence 257
Receiving 262
Storage 263
Food Production 264
Production Procedures 266
Staffing and Scheduling 268
Food-Borne Illness 268
Hazard Analysis of Critical Control Points 275
Common Food Safety Mistakes 278
Approaches to Food Safety 279
Food Protection as a System 280
Summary 282
Part Four Restaurant Management 285
Chapter 10 Restaurant Leadership and Management 289
Leading Employees 290
The Nature of Leadership 293
Contents ■ ix
Employee Input and What’s in It for Me? 295
Management Topics 296
Communicating 299
Motivating 300
Performance Management 301
Restaurant Management Issues 302
Summary 310
Chapter 11 Organization, Recruiting, and Staffing 314
Task and Job Analysis 315
Job Descriptions 319
Organizing People and Jobs 323
Staffing the Restaurant 325
Civil Rights Laws 333
Questions to Avoid on the Application Form and during the Interview 338
Careful Selection of Personnel 343
Summary 345
Chapter 12 Employee Training and Development 348
Orientation 349
Training 350
Part-Time Employees 352
Training and Development 352
Methods for Training Employees 360
Leadership 363
Summary 369
Chapter 13 Service and Guest Relations 371
Service Encounter 373
Gamesmanship 374
Greeters 375
Server as Independent Businessperson 376
Foodservice Teams 376
Hard Sell versus Soft Sell 378
Formality or Informality 379
Setting the Table 380
Taking the Order 380
Magic Phrases 382
Servers’ Viewpoint 383
Difficult Guests 384
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Service Personnel as a Family 387
Greeter or Traffic Cop 387
Tact: Always 388
Summary 388
Chapter 14 Technology in the Restaurant Industry 391
Technology in the Restaurant Industry 392
Table Management 404
POS Systems 408
Web-Based Enterprise Portals 410
Gift Card and Loyalty Programs 411
Guest Services and Web Sites 412
Restaurant Management Alert Systems 412
Summary 413
Part Five Business Plans, Financing, and Legal and Tax
Matters 415
Chapter 15 Restaurant Business and Marketing Plans 417
Business Plan 418
The Difference between Marketing and Sales 422
Marketing Planning and Strategy 423
Market Assessment, Demand, Potential, and Competition Analysis 425
Marketing Mix—The Four Ps 429
Summary 445
Chapter 16 Financing and Leasing 448
Sufficient Capital 449
Preparing for the Loan Application 450
Uniform System of Accounts for Restaurants 457
Securing a Loan 463
Leasing 476
What Is a Restaurant Worth? 483
Summary 485
Chapter 17 Legal and Tax Matters 487
What Business Entity Is Best? 488
Buy–Sell Agreement with Partners 495
Contents ■ xi
Legal Aspects of Doing Business 495
Depreciation and Cash Flow 499
Retirement Tax Shelters 501
Business Expenses and Taxes 502
Reminders 503
Local, State, and Federal Taxes 504
Federal Laws Governing Employment 505
Legal Aspects of Contract Services 510
Complications in Discharging Employees 510
Reporting Tips to the Internal Revenue Service 510
Selling Liquor to Minors 511
Time Off to Vote 511
Wage and Hour Audits 511
Interpretation and Clarification of Government Regulations 512
Falls 512
Summary 513
Glossary 515
Index 529
