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How to Open and Run a Successful Restaurant, 3rd Edition

October 2005, ©2006
How to Open and Run a Successful Restaurant, 3rd Edition (EHEP002479) cover image
This practical guide covers every critical aspect of starting and running a successful restaurant–from coming up with a winning concept, choosing a location, and equipping a kitchen, to designing the menu, decorating the dining room, and managing a staff. This Third Edition features an expanded examination of the franchise system, in-depth discussions on customer relations, and a wealth of information on staff training. Readers will enjoy the author’s bouquet of anecdotes and restaurant lore from around the world, which is as entertaining as it is instructive.
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INTRODUCTION.

CHAPTER 1: HOW IT ALL BEGAN.

A BRIEF HISTORY OF THE RESTAURANT INDUSTRY.

THE MODERN INDUSTRY.

EDUCATION.

COOKING SCHOOLS.

THE RISKS.

REASONS FOR FAILURE.

THE THEATER OF RESTAURANTS.

WHO OPENS RESTAURANTS, AND WHY.

SACRED MONSTERS.

THE MASOCHISM FACTOR.

THINKING POSITIVE—THE FUN SIDE.

THE CASABLANCA FACTOR.

CHAPTER 2: LOCATION.

THE IMPORTANCE OF LOCATION.

Mystical Factors.

Country and Suburban Locations.

Rent.

HOW TO FIND PREMISES.

The Neighborhood.

Converting Premises.

CHAPTER 3: WHAT KIND OF RESTAURANT?

WHAT IS THE TARGET MARKET?

Opening Hours.

Which End of the Market?

THEME RESTAURANTS.

ENTERTAINMENT.

Appealing to Different Age Groups.

Mixed Business.

ALCOHOL AND LICENSING.

INSURANCE.

TAXES.

PRICING.

WHO ARE THE CUSTOMERS?

WHAT DO CUSTOMERS WANT?

CHAPTER 4: RAISING THE MONEY.

START-UP MONEY: HOW TO GET IT.

Inheritance.

Savings.

Bank Loans.

Small Business Administration.

Loan Sharks.

BUSINESS PLAN.

THE PROS AND CONS OF PARTNERSHIPS.

Multi-Partner Restaurants.

Partnership Disasters.

Con Artists.

Working and “Sleeping” Partners.

Friendships.

Partnership Successes.

An Ideal Marriage?

FINANCIAL PLANNING.

Bills.

The Go Position.

Foreclosure.

BUYING A FRANCHISE.

CHAPTER 5: EQUIPMENT AND DÉCOR.

EQUIPMENT—OLD OR INHERITED.

EQUIPMENT—NEW.

THE WONDERFUL WORLD OF LAUNDRY.

The Art of a Well-Set Table.

Laundry Alternatives.

DÉCOR.

DESIGN.

CHAPTER 6: THE BAR.

PROS AND CONS.

FOOD AT THE BAR.

THE SERVICE BAR.

STOCKING THE BAR.

Bar Inventory.

Cocktails.

RESTRICTING INVENTORY.

Beer on Tap.

Sodas and Mixers.

LIQUOR CONTROL.

Types of Liquors.

Wine.

THE EFFECTS OF ALCOHOL.

HELPFUL HINTS FOR BARTENDERS.

Handling Drunks.

Turning Away Unwanted Guests.

Organizing the Bar.

Dealing with Personal Issues.

Protecting Against Dangers—of All Sorts.

Serving the Drinks.

CHAPTER 7: THE KITCHEN.

PROFIT MARGINS.

CHEF POWER.

KITCHEN STAFF.

DECIDING ON THE MENU.

Menu Changes.

Food Quality.

Food Sources.

Phoney Foods.

FOOD AND TASTE.

DANGERS.

COMPUTERS.

GROCERY LIST.

CHAPTER 8: THE DINING ROOM.

SEATING POSITIONS.

MUSIC.

VENTILATION AND HEATING.

RESTROOMS.

CLEANLINESS.

MENUS.

VERBAL MENUS.

DUTIES OF SERVERS.

SYSTEMS FOR SERVERS.

HELPFUL HINTS FOR WAITERS.

KEEPING DINERS HAPPY.

PAYMENT.

CREDIT CARDS.

PERSONAL HOUSE ACCOUNTS.

TIPPING.

To Pool or Not to Pool.

Tipping Other than the Wait Staff.

Pros and Cons of Tipping.

STEALING.

CHAPTER 9: HYGIENE, HEALTH, AND SAFETY.

HYGIENE ISSUES.

Food Contaminants.

Cleanliness.

Vermin and Exterminators.

Health Inspections.

Garbage and Sanitation.

Typical Violations.

Personal Hygiene.

HEALTH OF RESTAURANT PERSONNEL.

Alcohol Abuse.

Overwork.

Health Hazards.

SAFETY.

CHAPTER 10: PUBLIC RELATIONS.

EXAGGERATED CLAIMS.

THE NEED TO ADVERTISE.

Placing an Ad.

Using a Public Relations Firm.

Celebrity Power.

Special Deals.

THE FOOD CRITICS.

Reviews and Their Consequences.

Bribes.

DEALING WITH THE PUBLIC.

MANAGEMENT QUALITIES.

EMPLOYEE QUALITIES.

PEOPLE STRESS (OR COMBAT FATIGUE).

GREETING.

RESERVATIONS.

DRESS CODES.

DRESSING THE ROOM.

AVOIDING NASTY SITUATIONS.

ROBBERY.

SECURITY.

CHAPTER 11: EMPLOYEES.

FINDING HELP.

THE EMPLOYEES’ POINT OF VIEW.

DRUGS.

MANAGERS.

CHAPTER 12: MAKING YOUR DECISION.

THE “UP” SIDE.

THE “DOWN” SIDE.

QUESTIONS BEFORE DECIDING TO GO INTO BUSINESS.

UP AND RUNNING.

APPENDIX I: EATING OUT FOR RESTAURATEURS.

APPENDIX II: GLOSSARY.

WINE TERMS.

MENU VOCABULARY.

INDEX.

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CHRISTOPHER EGERTON-THOMAS is a restaurateur, caterer, and writer. He has appeared on numerous television programs and has authored four previous books with Wiley, including the Second Edition of this book and How to Manage a Successful Bar, as well as articles that have appeared in Vanity Fair and the New York Times.
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  • Expanded discussion of the franchise system
  • More detailed discussion of customer relations
  • Additional information on staff training
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  • Conversational, accessible writing style from a renowned restaurateur, author, and journalist
  • Explains all there is to know about starting and running a successful restaurant - from coming up with a winning concept, choosing a location, and equipping a kitchen, to designing the menu, decorating the dining room, and managing a staff
  • Focuses on the separate areas of the restaurant business, never losing sight of the fact that all the aspects - service, location, decor, food, drinks, atmosphere, etc. - must be brought together in harmony if the restaurant is to function successfully
  • Inclusion of anecdotes and restaurant lore from around the world that are as entertaining as they are instructive
  • Provides expert guidance on financing, market research, taxes, insurance, managing a staff, health and safety, as well as legal aspects of the business, the responsibilities of serving alcohol, and managing customer expectations

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Purchase Options
Wiley E-Text   
How to Open and Run a Successful Restaurant, 3rd Edition
ISBN : 978-1-118-49770-8
July 2012, ©2012
$19.50   BUY

Paperback   
How to Open and Run a Successful Restaurant, 3rd Edition
ISBN : 978-0-471-69874-6
240 pages
October 2005, ©2006
$22.95   BUY

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