How to Open and Run a Successful Restaurant, 3rd Edition
October 2005, ©2006
CHAPTER 1: HOW IT ALL BEGAN.
A BRIEF HISTORY OF THE RESTAURANT INDUSTRY.
THE MODERN INDUSTRY.
REASONS FOR FAILURE.
THE THEATER OF RESTAURANTS.
WHO OPENS RESTAURANTS, AND WHY.
THE MASOCHISM FACTOR.
THINKING POSITIVE—THE FUN SIDE.
THE CASABLANCA FACTOR.
CHAPTER 2: LOCATION.
THE IMPORTANCE OF LOCATION.
Country and Suburban Locations.
HOW TO FIND PREMISES.
CHAPTER 3: WHAT KIND OF RESTAURANT?
WHAT IS THE TARGET MARKET?
Which End of the Market?
Appealing to Different Age Groups.
ALCOHOL AND LICENSING.
WHO ARE THE CUSTOMERS?
WHAT DO CUSTOMERS WANT?
CHAPTER 4: RAISING THE MONEY.
START-UP MONEY: HOW TO GET IT.
Small Business Administration.
THE PROS AND CONS OF PARTNERSHIPS.
Working and “Sleeping” Partners.
An Ideal Marriage?
The Go Position.
BUYING A FRANCHISE.
CHAPTER 5: EQUIPMENT AND DÉCOR.
EQUIPMENT—OLD OR INHERITED.
THE WONDERFUL WORLD OF LAUNDRY.
The Art of a Well-Set Table.
CHAPTER 6: THE BAR.
PROS AND CONS.
FOOD AT THE BAR.
THE SERVICE BAR.
STOCKING THE BAR.
Beer on Tap.
Sodas and Mixers.
Types of Liquors.
THE EFFECTS OF ALCOHOL.
HELPFUL HINTS FOR BARTENDERS.
Turning Away Unwanted Guests.
Organizing the Bar.
Dealing with Personal Issues.
Protecting Against Dangers—of All Sorts.
Serving the Drinks.
CHAPTER 7: THE KITCHEN.
DECIDING ON THE MENU.
FOOD AND TASTE.
CHAPTER 8: THE DINING ROOM.
VENTILATION AND HEATING.
DUTIES OF SERVERS.
SYSTEMS FOR SERVERS.
HELPFUL HINTS FOR WAITERS.
KEEPING DINERS HAPPY.
PERSONAL HOUSE ACCOUNTS.
To Pool or Not to Pool.
Tipping Other than the Wait Staff.
Pros and Cons of Tipping.
CHAPTER 9: HYGIENE, HEALTH, AND SAFETY.
Vermin and Exterminators.
Garbage and Sanitation.
HEALTH OF RESTAURANT PERSONNEL.
CHAPTER 10: PUBLIC RELATIONS.
THE NEED TO ADVERTISE.
Placing an Ad.
Using a Public Relations Firm.
THE FOOD CRITICS.
Reviews and Their Consequences.
DEALING WITH THE PUBLIC.
PEOPLE STRESS (OR COMBAT FATIGUE).
DRESSING THE ROOM.
AVOIDING NASTY SITUATIONS.
CHAPTER 11: EMPLOYEES.
THE EMPLOYEES’ POINT OF VIEW.
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.
- Expanded discussion of the franchise system
- More detailed discussion of customer relations
- Additional information on staff training
- 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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