chapter 3: the restaurant business
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CHAPTER 3: THE
RESTAURANT BUSINESS
Mr. Lamberti
I. INTRODUCTION TO FOOD SERVICE
FOOD SERVICE PROVIDES BASIC NEED AND FOOD SERVICE PROVIDES BASIC NEED AND SOCIAL ATMOSPHERESOCIAL ATMOSPHERE
SALES GENERATED FROM FOOD SERVICE WAS SALES GENERATED FROM FOOD SERVICE WAS AROUND $440 AROUND $440 BILLION $$$$BILLION $$$$
TO BE SUCCESSFUL ALL FOOD SERVICE MUST TO BE SUCCESSFUL ALL FOOD SERVICE MUST CONSIDER: MARKET, LOCATION, ATMOSPHERE, CONSIDER: MARKET, LOCATION, ATMOSPHERE, CONCEPT AND MENUCONCEPT AND MENU
TWO GENERAL CATEGORIES OF FOOD AND TWO GENERAL CATEGORIES OF FOOD AND BEVERAGE OPERATIONS:BEVERAGE OPERATIONS:
COMMERCIAL SITECOMMERCIAL SITE
ON-SITE FACILITYON-SITE FACILITY
II. COMMERCIAL SITES
FIRST TYPE OF FOOD SERVICEFIRST TYPE OF FOOD SERVICE
THESE FOOD SERVICE INDUSTRIES ARE FOR THESE FOOD SERVICE INDUSTRIES ARE FOR PROFIT. PROFIT.
ONLY MARKETPLACE NEEDS AND CONSUMER ONLY MARKETPLACE NEEDS AND CONSUMER PREFERENCES LIMIT THE VARIETYPREFERENCES LIMIT THE VARIETY
FULL-SERVICE RESTAURANT
A. FULL-SERVICE RESTAURANTA. FULL-SERVICE RESTAURANT
THESE ARE DESTINATIONS WHERE THESE ARE DESTINATIONS WHERE
• CUSTOMER SITS CUSTOMER SITS
• GIVES ORDER GIVES ORDER / SERVED FOOD / SERVED FOOD
• ITEMS ARE COOKED TO ORDER- 3 TYPESITEMS ARE COOKED TO ORDER- 3 TYPES
FINE DINING
DISTINGUISHED BY DISTINGUISHED BY
• PRICE PRICE
• SERVICE SERVICE
• AMBIANCE AMBIANCE
• LOCATIONLOCATION
• MENU OPTIONS (FINE WINES)MENU OPTIONS (FINE WINES)
CASUAL DINING
FASTEST GROWING - CATERS TO FASTEST GROWING - CATERS TO
• FAMILIES FAMILIES
• BABY BOOMERSBABY BOOMERS
• MIDDLE CLASS MIDDLE CLASS
RELAXED AND REASONABLE PRICINGRELAXED AND REASONABLE PRICING
B. LIMITED SERVICE FACILITYB. LIMITED SERVICE FACILITY
MOST PROFITABLE CATEGORY (QSR)MOST PROFITABLE CATEGORY (QSR)
SPEEDY SERVICE AND LOW PRICE SOME SPEEDY SERVICE AND LOW PRICE SOME QUESTION LATELY ON HEALTHQUESTION LATELY ON HEALTH
Quick Serve Restaurants
McDonaldsMcDonalds
SubwaySubway
StarbucksStarbucks
Burger KingBurger King
WendysWendys
KFCKFC
Taco BellTaco Bell
ChipolteChipolte
Pizza HutPizza Hut
Little Caesar’sLittle Caesar’s
Jet’s PizzaJet’s Pizza
Hungry HowiesHungry Howies
Domino’sDomino’s
SonicSonic
Dunkin DonutsDunkin Donuts
Tim HortonsTim Hortons
Carls JrCarls Jr
Arby’sArby’s
Dairy QueenDairy Queen
Papa John’sPapa John’s
Popeye’sPopeye’s
Jimmy John’sJimmy John’s
Quizno’sQuizno’s
Culver’sCulver’s
Del TacoDel Taco
Big Apple BagelBig Apple Bagel
Einstein’s BagelsEinstein’s Bagels
White CastleWhite Castle
5 Guys5 Guys
QdobaQdoba
Boston MarketBoston Market
Baskin RobbinsBaskin Robbins
SPECIALITY RESTAURANTS
OFFER SOMETHING FOR EVERY OFFER SOMETHING FOR EVERY TASTE. TASTE. SOME OF THE SPECIALITY SOME OF THE SPECIALITY RESTAURANTS RESTAURANTS MAY INCLUDE:MAY INCLUDE:
Segments of Food
PIZZA/PASTAPIZZA/PASTA SNACKSNACK
CHICKENCHICKEN ASIANASIAN
STEAKSTEAK MEXICANMEXICAN
SEAFOODSEAFOOD
BURGERSBURGERS
SANDWICHSANDWICH
III. TYPES OF RESTAURANT BUSINESSES
MANY STRATEGISTS BELIEVE THAT AN MANY STRATEGISTS BELIEVE THAT AN INDEPENDENT BUSINESS IS NOT ABLE TO INDEPENDENT BUSINESS IS NOT ABLE TO COMPETE WITH A CORPORATE CHAIN OR A COMPETE WITH A CORPORATE CHAIN OR A FRANCHISE, HOWEVER EACH TYPE OF HAS FRANCHISE, HOWEVER EACH TYPE OF HAS STRENGTHS THAT ARE DIFFICULT TO STRENGTHS THAT ARE DIFFICULT TO DUPLICATEDUPLICATE
CHAINSPROMISE CUSTOMERS CONSISTENCY OF PROMISE CUSTOMERS CONSISTENCY OF PRODUCT AND PRODUCT AND EXPERIENCE. (OUTBACK, EXPERIENCE. (OUTBACK, OLIVE GARDEN) RELY ON STRENGTH OF OLIVE GARDEN) RELY ON STRENGTH OF BRAND AND ARE LESS RISKY.BRAND AND ARE LESS RISKY.
FRANCHISESFRANCHISING IS THE SYSTEM OF EXPANDING FRANCHISING IS THE SYSTEM OF EXPANDING OR OPERATING A BUSINESS UNDER A OR OPERATING A BUSINESS UNDER A RECOGNIZED BRAND. RECOGNIZED BRAND. FRANCHISEES FRANCHISEES CONSIDER THEMSELVES INDEPENDENT CONSIDER THEMSELVES INDEPENDENT BUSINESS PERSONS WHO REPORT TO BUSINESS PERSONS WHO REPORT TO FRANCHISORFRANCHISOR. (MCDONALDS). (MCDONALDS)
INDEPENDENTSMOST SUCCESSFUL INDIES HAVE WELL MOST SUCCESSFUL INDIES HAVE WELL KNOWN COMMUNITY KNOWN COMMUNITY MEMBERS RUNNING MEMBERS RUNNING THEM. THE PERSONAL SERVICE IS DIFFICULT THEM. THE PERSONAL SERVICE IS DIFFICULT TO MATCH.TO MATCH.
IV. RESTAURANTS WITHIN OTHER PROPERTIES
FREE STANDING FACILITIES AS WELL AS FREE STANDING FACILITIES AS WELL AS OTHER TYPES OF PROPERTIES HOUSE OTHER TYPES OF PROPERTIES HOUSE COMMERCIAL REST.COMMERCIAL REST.
EXAMPLES
PRIVATE CLUBS-GOLF OR TENNIS RESORTPRIVATE CLUBS-GOLF OR TENNIS RESORT
SPORTS OR THEME PARKSSPORTS OR THEME PARKS
RETAIL ESTABLISHMENTS- MALLRETAIL ESTABLISHMENTS- MALL
LODGING- GREAT WOLF LODGELODGING- GREAT WOLF LODGE
V. ON-SITE FACILITIES
22NDND TYPE OF FOOD SERVICE CATEGORY TYPE OF FOOD SERVICE CATEGORY
PROVIDE MEAL OPTIONS FOR CUSTOMERS PROVIDE MEAL OPTIONS FOR CUSTOMERS DIRECTLY INVOLVED W/ PROPERTYDIRECTLY INVOLVED W/ PROPERTY
FOOD IS NOT PRIMARY SERVICEFOOD IS NOT PRIMARY SERVICE
EXAMPLES:EXAMPLES:
ON-SITE FOOD SERVICE
PRIMARY/SECONDARY SCHOOLSPRIMARY/SECONDARY SCHOOLS
• COLLEGES AND UNIVERSITIESCOLLEGES AND UNIVERSITIES
• HEALTH CARE FACILITIESHEALTH CARE FACILITIES
• BUSINESS AND INDUSTRYBUSINESS AND INDUSTRY
• MILITARYMILITARY
• CORRECTIONAL FACILITIESCORRECTIONAL FACILITIES
• AIRLINES/AIRPORTSAIRLINES/AIRPORTS
VI. RESAURANTOPERATIONS
• THE SUCCESS OF A RESTAURANT IS THE SUCCESS OF A RESTAURANT IS DEPENDENT ON THE QUALITY OF ITS DEPENDENT ON THE QUALITY OF ITS OPERATIONS. OPERATIONS.
• A REST. IS DIVIDED INTO TWO AREAS: FRONT A REST. IS DIVIDED INTO TWO AREAS: FRONT OF HOUSE AND BACK OF HOUSEOF HOUSE AND BACK OF HOUSE
• THE GENERAL MANAGER IS RESP. FOR BOTH THE GENERAL MANAGER IS RESP. FOR BOTH OPERATIONS (SEE 3.2 PG. 60)OPERATIONS (SEE 3.2 PG. 60)
VII. FRONT OF HOUSE
• INCLUDES THE FOLLOWING FUNCTIONS:INCLUDES THE FOLLOWING FUNCTIONS:
INTIAL IMPRESSIONINTIAL IMPRESSION
GREETINGGREETING
TAKING AND TRANSMITTING ORDERSTAKING AND TRANSMITTING ORDERS
SERVING FOODSERVING FOOD
PRESENTING BILLPRESENTING BILL
POSITIONS
ASSISTANT MANAGERASSISTANT MANAGER
OPENING MANAGEROPENING MANAGER
CLOSING MANAGERCLOSING MANAGER
CASHIERCASHIER
HOST/HOSTESSHOST/HOSTESS
SERVER/BARTENDERSERVER/BARTENDER
BUSSERBUSSER
VIII. BACK OF HOUSE
• FUNCTIONS INCLUDE:FUNCTIONS INCLUDE:
PLAN MENUPLAN MENU
PREPARE FOODPREPARE FOOD
DETERMINE PRODUCT SPECSDETERMINE PRODUCT SPECS
OBTAIN BIDS/QUOTESOBTAIN BIDS/QUOTES
SELECT AND CONTACT VENDORSSELECT AND CONTACT VENDORS
PLACE ORDERS/CONTRACTSPLACE ORDERS/CONTRACTS
POSITIONS
EXECUTIVE CHEFEXECUTIVE CHEF- - REPORTS TO GMREPORTS TO GM
SOUS CHEFSOUS CHEF-- PREPARES SAUCESPREPARES SAUCES
PREP COOKPREP COOK-- PREPARING WORK AREAPREPARING WORK AREA
GARDE MANAGERGARDE MANAGER-- MAKES GARNISHESMAKES GARNISHES
PASTRY CHEFPASTRY CHEF-- ESSERTSESSERTS
BAKER-BAKER- BREAD, CAKE, PIEBREAD, CAKE, PIE
STEWARDSTEWARD-- PLACE SETTINGSPLACE SETTINGS
EXPEDITEREXPEDITER-- LINK FROM FRONT TO BACKLINK FROM FRONT TO BACK
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