Restaurant Management Customers, Operations, and Employees,9780131136908

Restaurant Management Customers, Operations, and Employees

by
Edition: 3rd
ISBN13: 9780131136908
ISBN10: 0131136909
Format: Paperback
Pub. Date: 2020-01-23
Publisher(s): Pearson
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Summary

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.

Table of Contents

Preface xi
From Concept to Completion: The Shaping of a Restaurant xiv
Chapter 1 Introduction 1(28)
Learning Objectives
1(1)
The Foodservice Industry
2(2)
Industry Trends
4(3)
Sources of Information,
5(2)
Common Denominators
7(5)
Utility versus Pleasure,
7(1)
Service and Menu Price,
8(1)
Food Preparation Method,
9(1)
Menu Development,
10(2)
Overview of Restaurant Chains
12(7)
Sandwich Chains,
13(1)
Dinnerhouses,
13(2)
Major Contractors,
15(1)
Pizza Chains,
16(1)
Family Chains,
16(1)
Chicken Chains,
17(1)
Hotels,
17(1)
Grill-Buffet Chains,
17(2)
Why Restaurants Fail
19(5)
The Restaurant Industry Dollar,
20(1)
Failure to Increase Sales,
21(1)
Failure to Control Costs,
22(2)
Success Factors
24(3)
Right Concept,
24(1)
Careful Expansion,
24(1)
Skillful Execution,
24(1)
Service,
24(3)
Endnotes
27(1)
Internet Resources
28(1)
Quick Quiz Answer Key
28(1)
Chapter 2 Understanding the Customer 29(23)
Learning Objectives
29(2)
Introduction
31(1)
Market Categories
31(2)
Captive Market,
31(1)
Mass Market,
32(1)
Status Market,
32(1)
Trend Analysis
33(9)
Trend Spotters,
33(2)
Trends: Early Adopters,
35(1)
Trends: Traditional Research,
35(7)
Meal Occasion
42(3)
Breakfast,
42(1)
Lunch,
43(2)
Dinner,
45(5)
Endnotes
50(1)
Internet Resources
51(1)
Quick Quiz Answer Key
51(1)
Chapter 3 Developing a Marketing Plan 52(27)
Learning Objectives
52(1)
Marketing Defined
53(2)
Developing a Marketing Plan
55(22)
Conduct a Marketing Audit,
55(5)
Select Target Markets,
60(4)
Position the Property,
64(5)
Determine Marketing Objectives,
69(1)
Develop and Implement Action Plans,
70(5)
Monitor and Evaluate the Marketing Plan,
75(2)
Endnotes
77(1)
Internet Resources
78(1)
Quick Quiz Answer Key
78(1)
Chapter 4 Promoting the Operation 79(31)
Learning Objectives
79(1)
The Promotional Process
80(6)
Objectives of Promotion,
80(1)
Steps in the Process,
81(5)
Customer Use of Information,
86(1)
Advertising Agencies
86(2)
When to Use an Agency,
86(1)
How to Select an Agency,
87(1)
Advertising
88(8)
Functions of Advertising,
88(1)
Types of Campaigns,
88(1)
Media Selection Criteria,
89(1)
Newspapers,
90(1)
Radio,
91(1)
Television,
92(1)
Magazines,
92(1)
Yellow Pages,
93(1)
Signs and Billboards,
94(1)
Direct Mail,
94(2)
Internet
96(1)
Personal Selling
97(1)
Sales Promotion
97(6)
Incentives,
97(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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