The Restaurant: From Concept to Operation, Ninth Edition

AN AUTHORITATIVE, UP-TO-DATE, AND ONE-STOP GUIDE TO THE RESTAURANT BUSINESS

In the newly revised The Restaurant: From Concept to Operation, Ninth Edition, accomplished hospitality and restaurant professional John R. Walker delivers a comprehensive exploration of opening a restaurant, from the initial idea to the grand opening. The book offers readers robust, applications-based coverage of all aspects of developing, opening, and running a restaurant.

Readers will discover up-to-date material on staffing, legal and regulatory issues, cost control, financing, marketing and promotion, equipment and design, menus, sanitation, and concepts. Every chapter has been revised, updated and enhanced with several industry examples, sidebars, charts, tables, photos, and menus.

The ninth edition of The Restaurant: From Concept to Operation provides readers with all the information they need to make sound decisions that will allow for the building of a thriving restaurant business. The book also offers:

• A thorough introduction to the restaurant business, from the history of eating out to the modern challenges of restaurant operation
• A comprehensive exploration of restaurants and their owners, including quick-casual, sandwich, family, fine-dining, and other establishments
• Practical discussions of menus, kitchens, and purchasing, including prices and pricing strategies, menu accuracy, health inspections, and food purchasing systems
• In-depth examinations of restaurant operations, including bar and beverage service, budgeting and control, and food production and sanitation

An indispensable resource for undergraduate and graduate restaurant and food management services and business administration students, The Restaurant: From Concept to Operation, Ninth Edition is also perfect for aspiring and practicing restaurant owners and restaurant investors seeking a one-stop guide to the restaurant business.

JOHN R. WALKER, DBA, United States International University, CHA, FMP, is currently McKibbon Professor of Hotel and Restaurant Management and Fulbright Senior Specialist, University of South Florida. He has written a number of successful texts including Wiley’s Supervision in the Hospitality Industry, Ninth Edition as well as numerous journal articles. John currently teaches undergraduate and graduate courses in Hospitality and Restaurant Management.

Preface vii

Acknowledgments xi

Part One

Restaurants, Owners, Locations,

and Concepts 1

Chapter 1

Introduction 3

Early History of Eating Out 5

French Culinary History 6

Birth of Restaurants in America 7

Challenges of Restaurant Operation 14

Buy, Build, Franchise, or Manage? 16

Starting from Scratch 19

Restaurants as Roads to Riches 20

The Panera and Chipotle Effect 20

Restaurant Organization 21

Reasons Why People Go into the Restaurant Business 21

Chapter 2

Restaurants and Their Owners 26

Kinds and Characteristics of Restaurants 27

Sandwich Shops 30

Quick-Service

Restaurants 31

Fast-Casual

Restaurants 33

Family Restaurants 34

Casual Restaurants 34

Fine-Dining

Restaurants 36

Hotel Restaurants 36

Steakhouses 37

Seafood Restaurants 40

Ethnic Restaurants 41

Theme Restaurants 43

Coffee Shops 45

Post-COVID-

19

Ownership 46

Chef-Owned

Restaurants 46

Celebrity Chefs 49

Centralized Home Delivery Restaurants 52

Chapter 3

Concept, Location, and Design 57

Restaurant Concepts 58

Defining the Concept and Market 63

Successful Restaurant Concepts 64

Restaurant Life Cycles 68

Concept Adaptation 69

Restaurant Symbology 71

Multiple-Concept

Chains 72

Sequence of Restaurant Development: From Concept to

Opening 72

Planning Services 73

Common Denominators of Restaurants 74

Mission Statement 81

Concept and Location 82

Criteria for Locating a Restaurant 82

Location Information Checklist 93

Part Two

Restaurant Management 97

Chapter 4

The Menu 99

Considerations in Planning a Menu 100

Capability/Consistency 102

Equipment Capacity and Layout 102

Availability of Ingredients 102

Price and Pricing Strategy 103

Nutritional Value 106

Flavor 111

Accuracy in Menus 111

Menu Items 113

Menu Types 116

Menu Engineering 119

Menu Design and Layout 120

Standardized Recipes 122

Menu Trends 124

Chapter 5

Restaurant Business and Marketing Plans 128

What Business Entity Is Best? 129

Buy–Sell Agreement with Partners 134

Legal Aspects of Doing Business 134

Business Plan 138

The Difference between Marketing and Sales 141

Marketing Planning and Strategy 141

Market Assessment, Demand, Potential, and Competition

Analysis 145

Marketing Mix—The

Four Ps 147

Chapter 6

Restaurant Leadership and

Management 161

Leading Employees 162

The Nature of Leadership 164

Employee Input, and What’s in It for Me? 165

Policies and Procedures 166

Contents

Walker9e762140_ftoc.indd 5 21-07-2021 15:20:27

vi Contents

Management Topics 166

Restaurant Management Issues 171

Chapter 7

Planning and Equipping the Kitchen 185

Back-of-

the-

House

Green 188

Open Kitchen 189

Kitchen Floor Coverings 192

Kitchen Equipment 192

Equipment Stars 196

Maintaining Kitchen Equipment 204

Meeting with the Health Inspector 206

Chapter 8

Food Purchasing 209

Sustainable Purchasing 210

Food-Purchasing

System 214

Types of Purchasing 217

Buying Meat 218

Buying Fresh Fruits and Vegetables 220

Chapter 9

Financing and Leasing 227

Financing 228

Sufficient Capital 228

Preparing for the Loan Application 229

Uniform System of Accounts for Restaurants 236

Securing a Loan 241

Leasing 250

What Is a Restaurant Worth? 256

Part Three

Restaurant Operations 261

Chapter 10

Bar and Beverages 263

Alcoholic Beverage Licenses 264

Bar Layout and Design 266

Beverages 267

Bartenders 272

Basic Bar Inventory 272

Wines 274

Responsible Alcoholic Beverage Service 283

Third-Party

Liability 284

Controls 284

Coffee and Tea 285

Chapter 11

Budgeting and Control 290

Restaurant Operations 291

Front of the House 291

Back of the House 296

Control 298

Inventory Control 299

Food Costing 300

Liquor Control 301

Controllable Expenses 304

Labor Costs 305

Labor Management 310

New Overtime Rule 310

Financial Reporting 311

E-learning

311

Guest Check Control 311

Productivity Analysis and Cost Control 312

Chapter 12

Food Production and Sanitation 317

Our Culinary Heritage 318

Native American Influence 318

African-American

Influence 319

Italian Influence 319

French Influence 319

Receiving 323

Storage 324

Food Production 325

Production Procedures 328

Staffing and Scheduling 329

Foodborne Illness 329

Hazard Analysis of Critical Control Points 336

Common Food Safety Mistakes 338

Approaches to Food Safety 339

Food Protection as a System 340

Chapter 13

Organization, Recruiting, and Staffing 345

Job Descriptions 346

Organizing People and Jobs 349

Staffing the Restaurant 349

Civil Rights Laws 359

Questions to Avoid on the Application Form and During the

Interview 361

Careful Selection of Staff 365

Chapter 14

Training and Service 371

Orientation 372

Part-Time

Employees 373

Training and Development 373

Methods for Training Employees 381

Service 384

Tact: Always 395

Glossary G-1

Index I-1

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