Preface	p. xi
From Concept to Completion: The Shaping of a Restaurant	p. xiv
Introduction	p. 1
Learning Objectives	p. 1
The Foodservice Industry	p. 2
Industry Trends	p. 4
Sources of Information	p. 5
Common Denominators	p. 7
Utility versus Pleasure	p. 7
Service and Menu Price	p. 8
Food Preparation Method	p. 9
Menu Development	p. 10
Overview of Restaurant Chains	p. 12
Sandwich Chains	p. 13
Dinnerhouses	p. 13
Major Contractors	p. 15
Pizza Chains	p. 16
Family Chains	p. 16
Chicken Chains	p. 17
Hotels	p. 17
Grill-Buffet Chains	p. 17
Why Restaurants Fail	p. 19
The Restaurant Industry Dollar	p. 20
Failure to Increase Sales	p. 21
Failure to Control Costs	p. 22
Success Factors	p. 24
Right Concept	p. 24
Careful Expansion	p. 24
Skillful Execution	p. 24
Service	p. 24
Endnotes	p. 27
Internet Resources	p. 28
Quick Quiz Answer Key	p. 28
Understanding the Customer	p. 29
Learning Objectives	p. 29
Introduction	p. 31
Market Categories	p. 31
Captive Market	p. 31
Mass Market	p. 32
Status Market	p. 32
Trend Analysis	p. 33
Trend Spotters	p. 33
Trends: Early Adopters	p. 35
Trends: Traditional Research	p. 35
Meal Occasion	p. 42
Breakfast	p. 42
Lunch	p. 43
Dinner	p. 45
Endnotes	p. 50
Internet Resources	p. 51
Quick Quiz Answer Key	p. 51
Developing a Marketing Plan	p. 52
Learning Objectives	p. 52
Marketing Defined	p. 53
Developing a Marketing Plan	p. 55
Conduct a Marketing Audit	p. 55
Select Target Markets	p. 60
Position the Property	p. 64
Determine Marketing Objectives	p. 69
Develop and Implement Action Plans	p. 70
Monitor and Evaluate the Marketing Plan	p. 75
Endnotes	p. 77
Internet Resources	p. 78
Quick Quiz Answer Key	p. 78
Promoting the Operation	p. 79
Learning Objectives	p. 79
The Promotional Process	p. 80
Objectives of Promotion	p. 80
Steps in the Process	p. 81
Customer Use of Information	p. 86
Advertising Agencies	p. 86
When to Use an Agency	p. 86
How to Select an Agency	p. 87
Advertising	p. 88
Functions of Advertising	p. 88
Types of Campaigns	p. 88
Media Selection Criteria	p. 89
Newspapers	p. 90
Radio	p. 91
Television	p. 92
Magazines	p. 92
Yellow Pages	p. 93
Signs and Billboards	p. 94
Direct Mail	p. 94
Internet	p. 96
Personal Selling	p. 97
Sales Promotion	p. 97
Incentives	p. 97
Key Steps	p. 100
Merchandising	p. 103
Purpose	p. 103
Effectiveness	p. 103
Merchandising of Beverages	p. 104
Public Relations and Publicity	p. 104
Word of Mouth	p. 105
Implementation	p. 106
Endnotes	p. 108
Internet Resources	p. 109
Quick Quiz Answer Key	p. 109
Pricing and Designing the Menu	p. 110
Learning Objectives	p. 110
Importance of the Menu	p. 112
Menu Content	p. 112
Menu Pricing	p. 114
Pricing Philosophies	p. 114
Pricing Methods	p. 117
Factor, Cost-Multiplier, or Mark-Up System	p. 117
Prime Cost	p. 118
Actual Pricing or All Costs Plus Profit	p. 120
Gross Mark-up or Gross Profit	p. 120
Base Price	p. 121
Texas Restaurant Association	p. 121
Marginal Pricing	p. 122
Daily Pricing	p. 122
Handling Price Increases	p. 122
Listing Prices	p. 123
Measuring Menu Strength	p. 126
Average Check	p. 126
Range	p. 126
Menu Scoring	p. 127
Menu Engineering	p. 128
Menu Design	p. 130
Cover	p. 131
Size	p. 132
Materials	p. 132
Placement	p. 132
Specials	p. 135
Menu Descriptions	p. 135
Typeface	p. 137
Verbal Pictures	p. 137
Menu Pricing	p. 138
Packaging	p. 140
Wine Menus	p. 140
Menu Alternatives	p. 141
Endnotes	p. 143
Internet Resources	p. 144
Quick Quiz Answer Key	p. 144
Delivering High-Quality Service	p. 145
Learning Objectives	p. 145
The Service Encounter	p. 146
Enduring Insights	p. 147
Service Problems	p. 148
Assessing Customer Satisfaction	p. 149
Service Gaps	p. 150
Lack of knowledge	p. 152
Lack of Standards	p. 153
Setting Service Standards	p. 155
Lack of Performance	p. 165
Promising Too Much	p. 172
Planned Attack	p. 173
Endnotes	p. 174
Internet Resources	p. 174
The Physical Facility	p. 175
Learning Objectives	p. 175
Front of the House: Layout	p. 176
Front of the House: Atmosphere	p. 178
Table Arrangements	p. 178
Furniture	p. 182
Surface Materials	p. 183
Entertainment	p. 184
Space	p. 186
Lighting	p. 187
Color	p. 189
Accessibility	p. 192
Back of the House: Space Requirements	p. 192
Back of the House: Workplace Design	p. 193
Systematic Approach	p. 194
Layout of Functional Areas	p. 197
Arranging Functional Areas	p. 201
Comparing Systems	p. 201
Ergonomics	p. 202
Improving Existing Layouts	p. 203
Individual Movements	p. 204
Product Flow	p. 206
Task Planning	p. 206
Endnotes	p. 211
Internet Resources	p. 211
Food and Beverage: From Supplier to Customer	p. 212
Learning Objectives	p. 212
Steps in the Process	p. 213
Purchasing	p. 213
Importance	p. 213
Process	p. 213
Buying Methods	p. 214
Standards	p. 216
Control	p. 218
Receiving	p. 219
Methods	p. 219
Space Requirements	p. 221
Practices	p. 220
Storage	p. 221
Space Requirements	p. 221
Issuing	p. 223
Control	p. 224
Preparation	p. 224
Function	p. 224
Space Requirements	p. 224
Cooking	p. 226
Service Systems	p. 226
Space Requirements	p. 227
Principles of Cooking	p. 228
Control	p. 231
Service	p. 231
Service Styles	p. 231
Space Requirements	p. 232
Portion Control	p. 234
Dishwashing	p. 234
Pot and Pan Washing	p. 236
Waste Disposal	p. 236
Endnotes	p. 236
Internet Resources	p. 237
Kitchen Equipment and Interiors: Selection, Maintenance, and Energy Management	p. 238
Learning Objectives	p. 238
Equipment Selection	p. 239
Basic Considerations	p. 239
Materials Used	p. 242
Energy Sources	p. 243
Specifications	p. 244
Equipment Types	p. 244
Dry-Heat Cooking Equipment	p. 244
Steam Equipment	p. 247
Fryers	p. 248
Small Equipment	p. 248
Dishwashers	p. 249
Refrigeration Equipment	p. 249
Interior Surfaces	p. 250
Materials	p. 250
Equipment Maintenance	p. 253
Stainless Steel Surfaces	p. 253
Equipment	p. 253
Energy Management	p. 259
Comprehensive Program	p. 259
Lighting	p. 262
Water	p. 263
Heating, Ventilation, and Air Conditioning (HVAC) System	p. 264
Endnotes	p. 265
Internet Resources	p. 266
Sanitation and Food Safety	p. 267
Learning Objectives	p. 267
Role of the Manager	p. 268
Allergies	p. 269
Major Sanitation Problems	p. 271
Foodborne Illnesses	p. 271
Biological Sources	p. 274
Chemical Contamination	p. 275
Physical Contamination	p. 275
Taking a Proactive Stance: HACCP	p. 275
Preventive Procedures	p. 277
Purchasing	p. 277
Receiving	p. 277
Storage	p. 279
Preparation and Serving	p. 280
Reheating	p. 281
Bars	p. 283
Equipment	p. 283
Rodent and Insect Control	p. 284
Crisis Management	p. 285
Employee Habits	p. 286
Employee Health	p. 286
Safety and Accident Prevention	p. 288
Endnotes	p. 291
Internet Resources	p. 291
Quick Quiz Answer Key	p. 291
Controlling Costs	p. 292
Learning Objectives	p. 292
Financial Statements	p. 293
Statement of Income	p. 294
Balance Sheet	p. 297
Analyzing Financial Statements: Statement of Income	p. 298
Systematic Approach	p. 298
The Three-Part Method	p. 300
Analyzing Financial Statements: Balance Sheet	p. 306
Current Assets	p. 306
Fixed Assets	p. 309
Liabilities	p. 309
Solvency Ratios	p. 310
Cost-Volume-Profit Analysis	p. 310
Break-Even Chart	p. 310
Capital Budgeting	p. 316
Determining Priorities	p. 316
Endnotes	p. 320
Internet Resources	p. 320
Employee Selection	p. 321
Learning Objectives	p. 321
Supply of Labor: The Changing Picture	p. 322
Women	p. 324
Minorities	p. 325
Immigrants	p. 326
Older Employees	p. 326
Part-Time Employees	p. 327
Employees with Disabilities	p. 328
The Regulatory Environment: Equal Employment Opportunity	p. 330
Federal Laws	p. 330
Bona Fide Occupational Qualification (BFOQ)	p. 333
Sexual Harassment	p. 333
Affirmative Action	p. 334
Recruiting Employees	p. 336
Job Analysis	p. 336
Analysis Process	p. 336
The Hiring Process	p. 339
Preliminary Interview	p. 340
Completing the Application Form	p. 341
Employment Tests	p. 341
Interview in the Human Resources Department	p. 346
Background Investigation	p. 350
Medical Examination	p. 353
Preliminary Selection in the Human Resources Department	p. 353
Supervisory Interview	p. 353
Realistic Job Preview	p. 353
Hiring Decision	p. 355
Endnotes	p. 355
Internet Resources	p. 357
Training and Development	p. 358
Learning Objectives	p. 358
Employee Orientation	p. 360
Employee Training and Development	p. 363
Importance of Training	p. 363
Responsibility for Training	p. 364
Training Process	p. 366
Needs Assessment	p. 366
Learning Objectives	p. 368
Training Program	p. 368
Training Lessons	p. 370
Conducting the Training	p. 370
Evaluation	p. 370
Follow-Up	p. 371
Principles of Learning	p. 371
Intention to Learn	p. 371
Whole Learning	p. 372
Reinforcement	p. 372
Practice	p. 372
Spaced versus Massed Practice	p. 372
Learning Curve	p. 372
Behavior Modeling	p. 374
Training Methods	p. 374
Learner-Controlled Instruction	p. 374
Individual Training	p. 377
Group Training	p. 378
Career Development	p. 379
Employee Development	p. 379
Management Development	p. 380
Endnotes	p. 383
Internet Resources	p. 384
Motivating the Employee	p. 385
Learning Objectives	p. 385
Employee Motivation	p. 386
The Role of Managers	p. 386
Theories of Motivation	p. 388
Organizational Climate	p. 394
Dimensions of Climate	p. 395
Developing a Productive Organizational Climate	p. 397
Management by Objectives	p. 400
Implementing the Concept	p. 401
Job Redesign	p. 405
Punishment	p. 410
Positive Reinforcement	p. 410
Development of Trust	p. 413
Leaders and Managers	p. 415
Leadership Theories	p. 415
Endnotes	p. 420
Internet Resources	p. 421
Restaurant Manager 2010	p. 422
Learning Objectives	p. 422
Industry Challenges	p. 423
Nutrition/Obesity	p. 423
Smoking Prohibition	p. 424
Animal Rights	p. 426
Human Resources	p. 426
Food Safety	p. 426
Food Technology	p. 428
Serving Alcohol	p. 428
Food Sustainability	p. 428
Industry Solutions	p. 428
The Manager's Job	p. 428
The Bottom Line	p. 435
Endnotes	p. 436
Internet Resources	p. 437
Photo Credits	p. 438
Index	p. 439
Table of Contents provided by Ingram. All Rights Reserved.

책소개

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 ldquo;the meal experience,rdquo; or thinking about becoming a restaurant entrepreneur.

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