The Restaurant: From Concept to Operation

505 Pages·2007·8.17 MB·English

by  John R. Walker

trheestaurant
from concept to operation fifth edition
John R. Walker,
DBA, CHA, FMP
McKibbonProfessorofHotelandRestaurantManagement
UniversityofSouthFlorida
JOHN WILEY &SONS, INC.

trheestaurant
from concept to operation fifth edition
John R. Walker,
DBA, CHA, FMP
McKibbonProfessorofHotelandRestaurantManagement
UniversityofSouthFlorida
JOHN WILEY &SONS, INC.
Thisbookisprintedonacid-freepaper.
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LibraryofCongressCataloging-in-PublicationData:
Walker,JohnR.,1944-
Therestaurant:fromconcepttooperation/JohnR.Walker.—5th
ed.
p.cm.
Includesindex.
ISBN978-0-471-74057-5(cloth)
1. Restaurantmanagement. I.Title.
TX911.3.M27W3522007
647.95068—dc22
2007001279
PrintedintheUnitedStatesofAmerica.
10987654321
To Donald Lundberg, Ph.D.,
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.

contents
Preface vii
Acknowledgments ix
part one restaurants,owners,locations,andconcepts 1
Chapter1 Introduction 3
Chapter2 KindsandCharacteristicsofRestaurantsandTheirOwners 18
Chapter3 Concept,Location,andDesign 53
part two business plans, financing, and legal and tax
matters 103
Chapter4 RestaurantBusinessandMarketingPlans 105
Chapter5 FinancingandLeasing 136
Chapter6 LegalandTaxMatters 175
part three menu, kitchens and purchasing 205
Chapter7 TheMenu 207
Chapter8 PlanningandEquippingtheKitchen 237
Chapter9 FoodPurchasing 263
part four restaurant operations and management 281
Chapter10 FoodProductionandSanitation 283
Chapter11 ServiceandGuestRelations 314
Chapter12 BarandBeverages 334
Chapter13 TechnologyintheRestaurantIndustry 360
Chapter14 RestaurantOperations,Budgeting,andControl 383
Chapter15 Organization,Recruiting,andStaffing 409
Chapter16 EmployeeTrainingandDevelopment 444
Glossary 467
Index 477

preface
Openingarestaurantisadistinctchallenge.Itisalsoathrillthatgivesonethe
opportunityfortremendouscreativeexpression.Developingthemenu,creating
anewdish,designingthedecor,attendingtoyourlevelofserviceorestablishing
anambiance—thesefactorsallcontributetoexceedingtheexpectationsofyour
guests.
However, there are numerous hurdles to overcome before opening day.
The good news is that with careful planning, including the writing of a solid
business plan, coupled with perseverance and a touch of BAM, the chances
of success are improved. The opportunity to be the boss and call the shots is
appealing. To be responsible for the buzz created and orchestrated is a rush.
Maybe the concept will have legs. If successful, a restaurant operator might
becomeasmall-town,orevenlarge-town,dignitary.
Thetwenty-firstcenturyfindstherestaurantbusinessenjoyingrecordsales
butalsorisinglaborandothercosts.Theconditionsforrestaurantsuccessmay
changequickly,leavingfinancialscarsonsomeoperators.Thereareseveralnew
stylesofrestaurants,anddeliveryoftheirproductsandserviceshaschangedas
well.Foodsformerlyconsideredexoticarenowroutinelyacceptedandexpected.
Tastetitillationcomesbyofferinginterestingfoodsandflavorcombinationsthat
challengechefsandowners.
Helpingtomeetthecontinuingrestaurantchallengesistheoncomingwave
ofstudentswhohavestudiedtheculinaryartsandrestaurantmanagementand
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
learnthatatleastonebillionaire,TomMonaghan,madehisfortuneinthepizza
business,andthatdozensofmillionaireshaveacquiredfortunesinrestaurants.
Someoftheirstoriesaretoldinthisbook.
ThechaptersofTheRestaurant,FifthEdition,areorganizedintofourparts:
Part1Restaurants,Owners,Locations,andConcepts
Part2BusinessPlans,andFinancing,Legal,andTaxMatters
Part3Menu,Kitchens,andPurchasing
Part4RestaurantOperationsandManagement
The chapters within the parts take the reader step-by-step through the
complicated process of creating and opening a restaurant. For The Restaurant,
FifthEdition, there is an increased focus toward the independent restaurateur;
greater emphasis has been placed on restaurant business plans. Each chapter
has been revised, updated, and enhanced with numerous industry examples,
sidebars offering advice, charts, tables, photographs, and menus. All improve
the contentsand look of the book. A new Chapter 10 on food production has
been added to this edition, and the important topic of sanitation has been
viii ■ preface
broughtback.Anotherfeaturenewtothiseditionistheintroductionofaprofile
ofarestaurantatthebeginningofeachpartofthetext.
AnInstructor’sManual(ISBN:978-0-470-13605-8)andsetofPowerPoint
Slides to accompany this textbook are available to qualified adopters from the
publisher,andarealsoavailablefordownloadatwww.wiley.com/college.
JohnR.Walker,DBA,CHA,FMP
McKibbonProfessorofHotelandRestaurantManagement
UniversityofSouthFlorida