Restaurant Management Customers, Operations, and Employees

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ISBN: 9780131136908 | 0131136909
Cover: Paperback
Copyright: 1/23/2020

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Identifies the crucial elements involved in the operation of a restaurant, and their interrelationships that are necessary to achieve success. Structured around the three parts of the meal experience-the customers, the operation (consisting of food, beverage and the physical facility) and the employees-the book examines how to effectively manage an existing restaurant operation. This edition continues its strong coverage of marketing, promotions, and employment issues, and captures the essential elements needed to produce satisfied customers and a profitable restaurant operation.Offers fully updated material including: Updated figures and numbers, Longitudinal analysis of recent trends, The latest demographic projections and the implications for managers, Added section on ergonomics and its impact on layout and design and New material on energy conservation and cost savings. Strategies for using the Internet as a promotional tool shows readers how to use technology to run and increase their business. A focus on profitability addresses common reasons restaurants fail. Examines factors to success, such as concept, creativity, menu, pricing, productivity, cost control etc.Restaurant managers. For anyone interested in "the meal experience," or thinking about becoming a restaurant entrepreneur.

Preface

From Concept to Completion: The Shaping of a Restaurant

xiv

Chapter 1 Introduction

(28)

Learning Objectives

(1)

The Foodservice Industry

(2)

Industry Trends

(3)

Sources of Information,

(2)

Common Denominators

(5)

Utility versus Pleasure,

(1)

Service and Menu Price,

(1)

Food Preparation Method,

(1)

Menu Development,

(2)

Overview of Restaurant Chains

(7)

Sandwich Chains,

(1)

Dinnerhouses,

(2)

Major Contractors,

(1)

Pizza Chains,

(1)

Family Chains,

(1)

Chicken Chains,

(1)

Hotels,

(1)

Grill-Buffet Chains,

(2)

Why Restaurants Fail

(5)

The Restaurant Industry Dollar,

(1)

Failure to Increase Sales,

(1)

Failure to Control Costs,

(2)

Success Factors

(3)

Right Concept,

(1)

Careful Expansion,

(1)

Skillful Execution,

(1)

Service,

(3)

Endnotes

(1)

Internet Resources

(1)

Quick Quiz Answer Key

(1)

Chapter 2 Understanding the Customer

(23)

Learning Objectives

(2)

Introduction

(1)

Market Categories

(2)

Captive Market,

(1)

Mass Market,

(1)

Status Market,

(1)

Trend Analysis

(9)

Trend Spotters,

(2)

Trends: Early Adopters,

(1)

Trends: Traditional Research,

(7)

Meal Occasion

(3)

Breakfast,

(1)

Lunch,

(2)

Dinner,

(5)

Endnotes

(1)

Internet Resources

(1)

Quick Quiz Answer Key

(1)

Chapter 3 Developing a Marketing Plan

(27)

Learning Objectives

(1)

Marketing Defined

(2)

Developing a Marketing Plan

(22)

Conduct a Marketing Audit,

(5)

Select Target Markets,

(4)

Position the Property,

(5)

Determine Marketing Objectives,

(1)

Develop and Implement Action Plans,

(5)

Monitor and Evaluate the Marketing Plan,

(2)

Endnotes

(1)

Internet Resources

(1)

Quick Quiz Answer Key

(1)

Chapter 4 Promoting the Operation

(31)

Learning Objectives

(1)

The Promotional Process

(6)

Objectives of Promotion,

(1)

Steps in the Process,

(5)

Customer Use of Information,

(1)

Advertising Agencies

(2)

When to Use an Agency,

(1)

How to Select an Agency,

(1)

Advertising

(8)

Functions of Advertising,

(1)

Types of Campaigns,

(1)

Media Selection Criteria,

(1)

Newspapers,

(1)

Radio,

(1)

Television,

(1)

Magazines,

(1)

Yellow Pages,

(1)

Signs and Billboards,

(1)

Direct Mail,

(2)

Internet

(1)

Personal Selling

(1)

Sales Promotion

(6)

Incentives,

(3)

Key Steps,

100

(3)

Merchandising

103

(1)

Purpose,

103

(1)

Effectiveness,

103

(1)

Merchandising of Beverages,

104

(1)

Public Relations and Publicity

104

(4)

Word of Mouth,

105

(1)

Implementation,

106

(2)

Endnotes

108

(1)

Internet Resources

109

(1)

Quick Quiz Answer Key

109

(1)

Chapter 5 Pricing and Designing the Menu

110

(35)

Learning Objectives

110

(2)

Importance of the Menu

112

(1)

Menu Content

112

(2)

Menu Pricing

114

(3)

Pricing Philosophies,

114

(3)

Pricing Methods

117

(9)

Factor, Cost-Multiplier, or Mark-Up System,

117

(1)

Prime Cost,

118

(2)

Actual Pricing or All Costs Plus Profit,

120

(1)

Gross Mark-up or Gross Profit,

120

(1)

Base Price,

121

(1)

Texas Restaurant Association,

121

(1)

Marginal Pricing,

122

(1)

Daily Pricing,

122

(1)

Handling Price Increases,

122

(1)

Listing Prices,

123

(3)

Measuring Menu Strength

126

(4)

Average Check,

126

(1)

Range,

126

(1)

Menu Scoring,

127

(1)

Menu Engineering,

128

(2)

Menu Design

130

(13)

Cover,

131

(1)

Size,

132

(1)

Materials,

132

(1)

Placement,

132

(3)

Specials,

135

(1)

Menu Descriptions,

135

(2)

Typeface,

137

(1)

Verbal Pictures,

137

(1)

Menu Pricing,

138

(2)

Packaging,

140

(1)

Wine Menus,

140

(1)

Menu Alternatives,

141

(2)

Endnotes

143

(1)

Internet Resources

144

(1)

Quick Quiz Answer Key

144

(1)

Chapter 6 Delivering High-Quality Service

145

(30)

Learning Objectives

145

(1)

The Service Encounter

146

(4)

Enduring Insights,

147

(1)

Service Problems,

148

(1)

Assessing Customer Satisfaction,

149

(1)

Service Gaps

150

(24)

Lack of knowledge,

152

(1)

Lack of Standards,

153

(2)

Setting Service Standards,

155

(10)

Lack of Performance,

165

(7)

Promising Too Much,

172

(1)

Planned Attack,

173

(1)

Endnotes

174

(1)

Internet Resources

174

(1)

Chapter 7 The Physical Facility

175

(37)

Learning Objectives

175

(1)

Front of the House: Layout

176

(2)

Front of the House: Atmosphere

178

(14)

Table Arrangements,

178

(4)

Furniture,

182

(1)

Surface Materials,

183

(1)

Entertainment,

184

(2)

Space,

186

(1)

Lighting,

187

(2)

Color,

189

(3)

Accessibility,

192

(1)

Back of the House: Space Requirements

192

(1)

Back of the House: Workplace Design

193

(10)

Systematic Approach,

194

(3)

Layout of Functional Areas,

197

(4)

Arranging Functional Areas,

201

(1)

Comparing Systems,

201

(1)

Ergonomics,

202

(1)

Improving Existing Layouts

203

(3)

Individual Movements,

204

(2)

Product Flow,

206

(1)

Task Planning

206

(5)

Endnotes

211

(1)

Internet Resources

211

(1)

Chapter 8 Food and Beverage: From Supplier to Customer

212

(26)

Learning Objectives

212

(1)

Steps in the Process

213

(1)

Purchasing

213

(6)

Importance,

213

(1)

Process,

213

(1)

Buying Methods,

214

(2)

Standards,

216

(2)

Control,

218

(1)

Receiving

219

(2)

Methods,

219

(2)

Space Requirements,

221

Practices,

220

(1)

Storage

221

(2)

Space Requirements,

221

(2)

Issuing

223

(1)

Control,

224

(1)

Preparation

224

(2)

Function,

224

(1)

Space Requirements,

224

(2)

Cooking

226

(5)

Service Systems,

226

(1)

Space Requirements,

227

(1)

Principles of Cooking,

228

(3)

Control,

231

(1)

Service

231

(3)

Service Styles,

231

(1)

Space Requirements,

232

(2)

Portion Control,

234

(1)

Dishwashing

234

(2)

Pot and Pan Washing,

236

(1)

Waste Disposal

236

(1)

Endnotes

236

(1)

Internet Resources

237

(1)

Chapter 9 Kitchen Equipment and Interiors: Selection, Maintenance, and Energy Management

238

(29)

Learning Objectives

238

(1)

Equipment Selection

239

(5)

Basic Considerations,

239

(3)

Materials Used,

242

(1)

Energy Sources,

243

(1)

Specifications,

244

(1)

Equipment Types

244

(6)

Dry-Heat Cooking Equipment,

244

(3)

Steam Equipment,

247

(1)

Fryers,

248

(1)

Small Equipment,

248

(1)

Dishwashers,

249

(1)

Refrigeration Equipment,

249

(1)

Interior Surfaces

250

(3)

Materials,

250

(3)

Equipment Maintenance

253

(6)

Stainless Steel Surfaces,

253

(1)

Equipment,

253

(6)

Energy Management

259

(6)

Comprehensive Program,

259

(3)

Lighting,

262

(1)

Water,

263

(1)

Heating, Ventilation, and Air Conditioning (HVAC) System,

264

(1)

Endnotes

265

(1)

Internet Resources

266

(1)

Chapter 10 Sanitation and Food Safety

267

(25)

Learning Objectives

267

(1)

Role of the Manager

268

(3)

Allergies,

269

(2)

Major Sanitation Problems

271

(4)

Foodborne Illnesses,

271

(3)

Biological Sources,

274

(1)

Chemical Contamination,

275

(1)

Physical Contamination,

275

(1)

Taking a Proactive Stance: HACCP

275

(2)

Preventive Procedures

277

(9)

Purchasing,

277

(1)

Receiving,

277

(2)

Storage,

279

(1)

Preparation and Serving,

280

(1)

Reheating,

281

(2)

Bars,

283

(1)

Equipment,

283

(1)

Rodent and Insect Control,

284

(1)

Crisis Management,

285

(1)

Employee Habits

286

(5)

Employee Health,

286

(2)

Safety and Accident Prevention,

288

(3)

Endnotes

291

(1)

Internet Resources

291

(1)

Quick Quiz Answer Key

291

(1)

Chapter 11 Controlling Costs

292

(29)

Learning Objectives

292

(1)

Financial Statements

293

(5)

Statement of Income,

294

(3)

Balance Sheet,

297

(1)

Analyzing Financial Statements: Statement of Income

298

(8)

Systematic Approach,

298

(2)

The Three-Part Method,

300

(6)

Analyzing Financial Statements: Balance Sheet

306

(4)

Current Assets,

306

(3)

Fixed Assets,

309

(1)

Liabilities,

309

(61)

Solvency Ratios,

370

Cost–Volume–Profit Analysis

310

(6)

Break-Even Chart,

370

Capital Budgeting

316

(4)

Determining Priorities,

316

(4)

Endnotes

320

(1)

Internet Resources

320

(1)

Chapter 12 Employee Selection

321

(37)

Learning Objectives

321

(1)

Supply of Labor: The Changing Picture

322

(8)

Women,

324

(1)

Minorities,

325

(1)

Immigrants,

326

(1)

Older Employees,

326

(1)

Part-Time Employees,

327

(1)

Employees with Disabilities,

328

(2)

The Regulatory Environment: Equal Employment Opportunity

330

(6)

Federal Laws,

330

(3)

Bona Fide Occupational Qualification (BFOQ),

333

(1)

Sexual Harassment,

333

(1)

Affirmative Action,

334

(2)

Recruiting Employees

336

(3)

Job Analysis,

336

(1)

Analysis Process,

336

(3)

The Hiring Process

339

(16)

Preliminary Interview,

340

(1)

Completing the Application Form,

341

(1)

Employment Tests,

341

(5)

Interview in the Human Resources Department,

346

(4)

Background Investigation,

350

(3)

Medical Examination,

353

(1)

Preliminary Selection in the Human Resources Department,

353

(1)

Supervisory Interview,

353

(1)

Realistic Job Preview,

353

(2)

Hiring Decision,

355

(1)

Endnotes

355

(2)

Internet Resources

357

(1)

Chapter 13 Training and Development

358

(27)

Learning Objectives

358

(2)

Employee Orientation

360

(3)

Employee Training and Development

363

(3)

Importance of Training,

363

(1)

Responsibility for Training,

364

(2)

Training Process

366

(5)

Needs Assessment,

366

(2)

Learning Objectives,

368

(1)

Training Program,

368

(2)

Training Lessons,

370

(1)

Conducting the Training,

370

(1)

Evaluation,

370

(1)

Follow-Up,

371

(1)

Principles of Learning

371

(3)

Intention to Learn,

371

(1)

Whole Learning,

372

(1)

Reinforcement,

372

(1)

Practice,

372

(1)

Spaced versus Massed Practice,

372

(1)

Learning Curve,

372

(2)

Behavior Modeling,

374

(1)

Training Methods

374

(5)

Learner-Controlled Instruction,

374

(3)

Individual Training,

377

(1)

Group Training,

378

(1)

Career Development

379

(1)

Employee Development,

379

(4)

Management Development,

380

(3)

Endnotes

383

(1)

Internet Resources

384

(1)

Chapter 14 Motivating the Employee

385

(37)

Learning Objectives

385

(1)

Employee Motivation

386

(8)

The Role of Managers,

386

(2)

Theories of Motivation,

388

(6)

Organizational Climate

394

(3)

Dimensions of Climate,

395

(2)

Developing a Productive Organizational Climate

397

(18)

Management by Objectives,

400

(1)

Implementing the Concept,

401

(4)

Job Redesign,

405

(5)

Punishment,

410

(1)

Positive Reinforcement,

410

(3)

Development of Trust,

413

(2)

Leaders and Managers

415

(5)

Leadership Theories,

415

(5)

Endnotes

420

(1)

Internet Resources

421

(1)

Chapter 15 Restaurant Manager 2010

422

(16)

Learning Objectives

422

(1)

Industry Challenges

423

(5)

Nutrition/Obesity,

423

(1)

Smoking Prohibition,

424

(2)

Animal Rights,

426

(1)

Human Resources,

426

(1)

Food Safety,

426

(2)

Food Technology,

428

(1)

Serving Alcohol,

428

(1)

Food Sustainability,

428

(1)

Industry Solutions

428

(8)

The Manager's Job,

428

(7)

The Bottom Line,

435

(1)

Endnotes

436

(1)

Internet Resources

437

(1)

Photo Credits

438

(1)

Index

439

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Restaurant Management Customers, Operations, and Employees

Summary

Table of Contents

Supplemental Materials