Restaurant Concepts, Management and Operations

446 Pages·8·25.039 MB·English

by  John R. Walker

Eighth Edition
Restaurant Concepts,
Management, and
Operations
John R. Walker,
DBA, CHA, FMP
McKibbon Professor of Hotel and
Restaurant Management and
Fulbright Senior Specialist
University of South Florida Sarasota-Manatee
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ISBN: 978-1-119-32610-6 (PBK)
ISBN: 978-1-119-39366-5 (EVALC)
Library of Congress Cataloging in Publication Data:
Names: Walker, John R., 1944- author.
Title: Restaurant concepts, management and operations / John R. Walker, DBA,
CHA, FMP, McKibbon Professor of Hotel and Restaurant Management, and
Fulbright Senior Specialist, University of South Florida Sarasota-Manatee.
Description: Eighth Edition. | Hoboken : Wiley, [2017] | Revised edition of
the author’s The restaurant, [2014] | Includes bibliographical references
and index.
Identifiers: LCCN 2017013984 (print) | LCCN 2017023654 (ebook)
| ISBN 9781119326106 (pbk.) | ISBN 9781119393627 (epub) | ISBN 9781119393580 (pdf)
Subjects: LCSH: Restaurant management.
Classification: LCC TX911.3.M27 W352 2017 (print) | LCC TX911.3.M27 (ebook) |
DDC 647.95068—dc23
LC record available at https://lccn.loc.gov/2017013984
The inside back cover will contain printing identification and country of origin if omitted from this page. In addition, if
the ISBN on the back cover differs from the ISBN on this page, the one on the back cover is correct.
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Dedication
To Donald Lundberg, PhD,
my mentor, colleague, and friend.
Don was admired and respected
in the halls of academia
as a scholar and pioneer
of hospitality and tourism education.
And to you, the professors, students,
and future restaurant owners, wishing
you success and happiness.
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Contents
Preface vii Planning Services 71
Common Denominators of Restaurants 71
Acknowledgments xi Mission Statement 78
Concept and Location 79
Criteria for Locating a Restaurant 79
Part One
Location Information Checklist 90
Restaurants, Owners, Locations,
and Concepts 1
Part Two
Restaurant Management 95
Chapter 1
Introduction 3
Chapter 4
Early History of Eating Out 5 The Menu 97
French Culinary History 6
Considerations in Planning a Menu 98
Birth of Restaurants in America 6
Capability/Consistency 99
Challenges of Restaurant Operation 12
Equipment Capacity and Layout 100
Buy, Build, Franchise, or Manage? 13
Availability of Ingredients 100
Starting from Scratch 16
Price and Pricing Strategy 100
Restaurants as Roads to Riches 17
Nutritional Value 103
The Chipotle Effect 18
Flavor 109
Accuracy in Menus 110
Chapter 2
Menu Items 112
Restaurants and Their Owners 23
Menu Types 114
Kinds and Characteristics of Restaurants 24 Menu Engineering 117
Sandwich Shops 28 Menu Design and Layout 118
Quick-Service Restaurants 28 Standardized Recipes 122
Fast-Casual Restaurants 30 Menu Trends 122
Family Restaurants 31
Chapter 5
Casual Restaurants 32
Fine-Dining Restaurants 33 Restaurant Business
Hotel Restaurants 34 and Marketing Plans 129
Steakhouses 35
Seafood Restaurants 37 What Business Entity Is Best? 130
Ethnic Restaurants 38 Buy–Sell Agreement with Partners 135
Theme Restaurants 40 Legal Aspects of Doing Business 136
Coffee Shops 43 Business Plan 140
Chef-Owned Restaurants 43 The Difference between Marketing and Sales 143
Celebrity Chefs 46 Marketing Planning and Strategy 143
Centralized Home Delivery Restaurants 49 Market Assessment, Demand, Potential,
and Competition Analysis 147
Chapter 3 Marketing Mix—The Four Ps 149
Concept, Location, and Design 55
Chapter 6
Restaurant Concepts 56 Restaurant Leadership
Defining the Concept and Market 60 and Management 165
Successful Restaurant Concepts 62
Restaurant Life Cycles 65 Leading Employees 166
Concept Adaptation 67 The Nature of Leadership 168
Restaurant Symbology 69 Employee Input, and What’s in It for Me? 169
Multiple-Concept Chains 69 Policies and Procedures 170
Sequence of Restaurant Development: From Concept Management Topics 170
to Opening 70 Restaurant Management Issues 175
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vi Contents
Chapter 7 Control 305
Planning and Equipping the Kitchen 189 Inventory Control 306
Food Costing 307
Back-of-the-House Green 192 Liquor Control 308
Open Kitchen 193 Controllable Expenses 311
Kitchen Floor Coverings 196 Labor Costs 312
Kitchen Equipment 196 Labor Management 317
Equipment Stars 200 New Overtime Rule 317
Maintaining Kitchen Equipment 209 Financial Reporting 318
Meeting with the Health Inspector 210 E-learning 318
Guest Check Control 318
Productivity Analysis and Cost Control 319
Chapter 8
Food Purchasing 215
Chapter 12
Sustainable Purchasing 216 Food Production and Sanitation 325
Food-Purchasing System 220
Our Culinary Heritage 326
Types of Purchasing 223
Native American Influence 326
Buying Meat 224
African-American Influence 327
Buying Fresh Fruits and Vegetables 226
Italian Influence 327
French Influence 327
Chapter 9 Receiving 331
Financing and Leasing 233 Storage 332
Food Production 333
Financing 234 Production Procedures 336
Sufficient Capital 234 Staffing and Scheduling 337
Preparing for the Loan Application 235 Foodborne Illness 337
Uniform System of Accounts for Restaurants 242 Hazard Analysis of Critical Control Points 344
Securing a Loan 247 Common Food Safety Mistakes 346
Leasing 256 Approaches to Food Safety 347
What Is a Restaurant Worth? 262 Food Protection as a System 348
Chapter 13
Part Three
Organization, Recruiting, and Staffing 353
Restaurant Operations 267
Job Descriptions 354
Organizing People and Jobs 357
Chapter 10
Staffing the Restaurant 357
Bar and Beverages 269
Civil Rights Laws 367
Alcoholic Beverage Licenses 270 Questions to Avoid on the Application Form
Bar Layout and Design 272 and During the Interview 369
Beverages 274 Careful Selection of Staff 373
Bartenders 278
Basic Bar Inventory 278 Chapter 14
Wines 280 Training and Service 379
Responsible Alcoholic Beverage Service 289
Orientation 380
Third-Party Liability 290
Part-Time Employees 381
Controls 290
Training and Development 381
Coffee and Tea 291
Methods for Training Employees 389
Service 392
Chapter 11
Tact: Always 403
Budgeting and Control 297
Restaurant Operations 298 Glossary 407
Front of the House 298
Index 417
Back of the House 303
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Preface
As an author, it is very important that I listen to faculty colleagues and include their suggestions
in the text. For this new eighth edition, reviewers suggested that the order of the chapters be
slightly changed to conform to the modified title of Restaurant Concepts, Management, and
Operations. Hopefully this will better fit your teaching and student learning styles. As always, my
sincere thanks to all the professors and students who are shaping the future of this great restau-
rant industry.
I recently spoke with a former student, now the owner of a new independent restaurant
venture in a large city full of good dining spots. This restaurant, over time, had established itself
as a pillar of the community. This particular restaurateur had been in business for just over two
years; and from day 1, his seats were filled with eager and optimistic guests who had either heard
the hype or already experienced the wonder this establishment was known to offer.
I asked him how he managed to continuously garner so much business in an area known for
being a dining “mecca.” Moreover, how had he managed to maintain relevance and peak interest
in a city that both opens and closes more restaurants than anywhere else in the country? His
response was simple, but it spoke wonders about what I have been trying to accomplish as a
teacher and writer of restaurant books. He said: I went to school, I read your book, and I paid
attention to the details.
Now in its Eighth Edition, Restaurant Concepts, Management, and Operations continues
the success of previous editions, providing the skills and information needed to be more likely to
succeed in this highly competitive and rewarding industry.
The opportunity to be the leader of a highly efficient and enthusiastic team is appealing—the
responsibility for the business rests on your shoulders. With Restaurant Concepts, Management,
and Operations, Eighth Edition, you will learn how to lead and empower a well-trained team to
increase guest satisfaction, revenues, and return on investment. After all, isn’t profit the goal? In
today’s competitive market, a well-thought-out concept and location are paramount to the suc-
cess to the operation. Whether your concept is for a small town or large city, strip mall or free-
standing operation, franchise or new concept, the basic rules outlined in Restaurant Concepts,
Management, and Operations, will apply.
About This Book
FOR THE STUDENT
Opening a restaurant is a distinct challenge. It is also a thrill that gives one the opportunity for
tremendous creative expression. Developing the menu, creating a new dish, designing the décor,
attending to the level of service, and establishing an ambience—all of these factors contribute to
exceeding guest expectations.
Restaurant Concepts, Management, and Operations will help those who are interested in
learning more about the restaurant industry. It will help students gain the knowledge they need
to be successful in an easy-to-read style with several pedagogical features—such as sidebars, case
studies, and profiles of successful restaurateurs—that impart the knowledge of experts for the
benefit of students.
FOR THE INSTRUCTOR
Restaurant Concepts, Management, and Operations is a comprehensive primer for restaurant
management courses at the college and university level. It is used for a variety of restaurant
courses and covers everything from the concept; types of ownership; types of restaurants; menus,
planning, and equipping the kitchen; purchasing; bar and beverages; operations, budgeting and
control; food production and sanitation; restaurant leadership and management; organization
and staffing; training and development; service and guest relations; technology; business and
marketing plans; financing and leasing; and legal and tax matters.
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viii Preface
Restaurant Concepts, Management, and Operations assumes no specific knowledge other
than a general familiarity with restaurants. It can be used at any course level in a restaurant, hospi-
tality, or culinary arts program. It is also suitable for seminars and continuing education courses.
Helping to meet continuing restaurant challenges is the oncoming wave of students who have
studied culinary arts and restaurant management, and those who view the restaurant business as
a career of choice. A restaurant can be fun to operate, and the profit margins can be substantial. It
is interesting to learn that at least one billionaire, Tom Monaghan, made his fortune in the pizza
business, and that dozens of millionaires have acquired fortunes in restaurants. Some of their
stories are told in this book.
New To This Edition
For The Restaurant, Eighth Edition, revisions include: In response to reviewers suggestions the
order of chapters has been revised to better fit with the amended title of Restaurant Concepts,
Management, and Operations.
■ New reorganization of the chapters: This edition is condensed to 14 chapters, now better
fitting a traditional semester schedule and consolidated for a more coherent read.
■ An extended version of the case studies is available on the Wiley Book Companion web-
site (www.wiley.com/college/walker) for this new edition.
■ Information on minimum wage, food trucks, gluten-free cooking, and menu items is
now included.
■ Examples and discussions of the overtime rule, new restaurant concepts and their
founders are now included.
■ New sections on successful strategies in healthy eating, veganism, and vegetarianism,
and how they all relate to the restaurant business, are now included.
■ A new section on cocktails is now included.
■ An updated discussion on how service styles have been updated throughout this
new edition.
■ An increased focus toward the independent restaurateur has been continued for this
new edition.
■ New sections on wine have been added to Chapter 10: Bar and Beverages.
■ Additional emphasis on restaurant business plans, restaurant management, and oper-
ations is included in this new edition.
Additionally, each chapter has been revised, updated, and enhanced with numerous indus-
try examples, sidebars offering advice, charts, tables, and photographs. All these additions and
changes enhance the contents, look, and usefulness of the book.
ORGANIZATION
Restaurant Concepts, Management, and Operations, Eighth Edition is carefully structured for
teaching and learning. Now consolidated into 14 chapters, Restaurant Concepts, Management,
and Operations is organized into three parts that take the reader step-by-step through the pro-
cess of creating, opening, operating, and managing a restaurant:
Part One: Restaurants, Owners, Locations, and Concepts
Chapter 1. Introduction; Chapter 2. Restaurants and Their Owners; Chapter 3. Concept,
Location, and Design.
Part Two: Restaurant Management
Chapter 4. The Menu; Chapter 5. Restaurant Business and Marketing Plans; Chapter 6.
Restaurant Leadership and Management; Chapter 7. Planning and Equipping the Kitchen;
Chapter 8. Food Purchasing; Chapter 9. Financing and Leasing.
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