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| Preface | |
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| From Concept to Completion: The Shaping of a Restaurant | |
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| Introduction | |
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| Learning Objectives | |
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| The Foodservice Industry | |
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| Industry Trends | |
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| Sources of Information | |
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| Common Denominators | |
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| Utility versus Pleasure | |
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| Service and Menu Price | |
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| Food Preparation Method | |
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| Menu Development | |
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| Overview of Restaurant Chains | |
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| Sandwich Chains | |
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| Dinnerhouses | |
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| Major Contractors | |
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| Pizza Chains | |
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| Family Chains | |
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| Chicken Chains | |
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| Hotels | |
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| Grill-Buffet Chains | |
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| Why Restaurants Fail | |
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| The Restaurant Industry Dollar | |
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| Failure to Increase Sales | |
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| Failure to Control Costs | |
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| Success Factors | |
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| Right Concept | |
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| Careful Expansion | |
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| Skillful Execution | |
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| Service | |
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| Endnotes | |
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| Internet Resources | |
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| Quick Quiz Answer Key | |
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| Understanding the Customer | |
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| Learning Objectives | |
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| Introduction | |
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| Market Categories | |
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| Captive Market | |
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| Mass Market | |
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| Status Market | |
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| Trend Analysis | |
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| Trend Spotters | |
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| Trends: Early Adopters | |
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| Trends: Traditional Research | |
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| Meal Occasion | |
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| Breakfast | |
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| Lunch | |
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| Dinner | |
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| Endnotes | |
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| Internet Resources | |
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| Quick Quiz Answer Key | |
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| Developing a Marketing Plan | |
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| Learning Objectives | |
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| Marketing Defined | |
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| Developing a Marketing Plan | |
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| Conduct a Marketing Audit | |
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| Select Target Markets | |
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| Position the Property | |
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| Determine Marketing Objectives | |
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| Develop and Implement Action Plans | |
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| Monitor and Evaluate the Marketing Plan | |
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| Endnotes | |
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| Internet Resources | |
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| Quick Quiz Answer Key | |
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| Promoting the Operation | |
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| Learning Objectives | |
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| The Promotional Process | |
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| Objectives of Promotion | |
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| Steps in the Process | |
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| Customer Use of Information | |
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| Advertising Agencies | |
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| When to Use an Agency | |
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| How to Select an Agency | |
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| Advertising | |
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| Functions of Advertising | |
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| Types of Campaigns | |
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| Media Selection Criteria | |
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| Newspapers | |
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| Radio | |
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| Television | |
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| Magazines | |
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| Yellow Pages | |
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| Signs and Billboards | |
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| Direct Mail | |
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| Internet | |
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| Personal Selling | |
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| Sales Promotion | |
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| Incentives | |
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| Key Steps | |
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| Merchandising | |
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| Purpose | |
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| Effectiveness | |
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| Merchandising of Beverages | |
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| Public Relations and Publicity | |
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| Word of Mouth | |
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| Implementation | |
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| Endnotes | |
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| Internet Resources | |
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| Quick Quiz Answer Key | |
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| Pricing and Designing the Menu | |
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| Learning Objectives | |
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| Importance of the Menu | |
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| Menu Content | |
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| Menu Pricing | |
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| Pricing Philosophies | |
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| Pricing Methods | |
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| Factor, Cost-Multiplier, or Mark-Up System | |
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| Prime Cost | |
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| Actual Pricing or All Costs Plus Profit | |
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| Gross Mark-up or Gross Profit | |
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| Base Price | |
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| Texas Restaurant Association | |
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| Marginal Pricing | |
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| Daily Pricing | |
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| Handling Price Increases | |
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| Listing Prices | |
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| Measuring Menu Strength | |
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| Average Check | |
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| Range | |
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| Menu Scoring | |
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| Menu Engineering | |
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| Menu Design | |
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| Cover | |
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| Size | |
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| Materials | |
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| Placement | |
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| Specials | |
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| Menu Descriptions | |
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| Typeface | |
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| Verbal Pictures | |
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| Menu Pricing | |
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| Packaging | |
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| Wine Menus | |
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| Menu Alternatives | |
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| Endnotes | |
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| Internet Resources | |
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| Quick Quiz Answer Key | |
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| Delivering High-Quality Service | |
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| Learning Objectives | |
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| The Service Encounter | |
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| Enduring Insights | |
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| Service Problems | |
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| Assessing Customer Satisfaction | |
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| Service Gaps | |
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| Lack of knowledge | |
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| Lack of Standards | |
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| Setting Service Standards | |
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| Lack of Performance | |
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| Promising Too Much | |
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| Planned Attack | |
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| Endnotes | |
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| Internet Resources | |
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| The Physical Facility | |
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| Learning Objectives | |
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| Front of the House: Layout | |
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| Front of the House: Atmosphere | |
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| Table Arrangements | |
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| Furniture | |
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| Surface Materials | |
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| Entertainment | |
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| Space | |
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| Lighting | |
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| Color | |
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| Accessibility | |
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| Back of the House: Space Requirements | |
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| Back of the House: Workplace Design | |
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| Systematic Approach | |
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| Layout of Functional Areas | |
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| Arranging Functional Areas | |
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| Comparing Systems | |
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| Ergonomics | |
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| Improving Existing Layouts | |
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| Individual Movements | |
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| Product Flow | |
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| Task Planning | |
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| Endnotes | |
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| Internet Resources | |
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| Food and Beverage: From Supplier to Customer | |
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| Learning Objectives | |
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| Steps in the Process | |
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| Purchasing | |
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| Importance | |
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| Process | |
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| Buying Methods | |
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| Standards | |
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| Control | |
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| Receiving | |
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| Methods | |
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| Space Requirements | |
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| Practices | |
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| Storage | |
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| Space Requirements | |
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| Issuing | |
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| Control | |
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| Preparation | |
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| Function | |
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| Space Requirements | |
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| Cooking | |
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| Service Systems | |
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| Space Requirements | |
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| Principles of Cooking | |
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| Control | |
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| Service | |
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| Service Styles | |
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| Space Requirements | |
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| Portion Control | |
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| Dishwashing | |
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| Pot and Pan Washing | |
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| Waste Disposal | |
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| Endnotes | |
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| Internet Resources | |
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| Kitchen Equipment and Interiors: Selection, Maintenance, and Energy Management | |
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| Learning Objectives | |
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| Equipment Selection | |
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| Basic Considerations | |
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| Materials Used | |
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| Energy Sources | |
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| Specifications | |
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| Equipment Types | |
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| Dry-Heat Cooking Equipment | |
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| Steam Equipment | |
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| Fryers | |
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| Small Equipment | |
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| Dishwashers | |
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| Refrigeration Equipment | |
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| Interior Surfaces | |
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| Materials | |
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| Equipment Maintenance | |
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| Stainless Steel Surfaces | |
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| Equipment | |
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| Energy Management | |
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| Comprehensive Program | |
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| Lighting | |
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| Water | |
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| Heating, Ventilation, and Air Conditioning (HVAC) System | |
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| Endnotes | |
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| Internet Resources | |
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| Sanitation and Food Safety | |
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| Learning Objectives | |
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| Role of the Manager | |
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| Allergies | |
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| Major Sanitation Problems | |
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| Foodborne Illnesses | |
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| Biological Sources | |
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| Chemical Contamination | |
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| Physical Contamination | |
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| Taking a Proactive Stance: HACCP | |
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| Preventive Procedures | |
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| Purchasing | |
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| Receiving | |
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| Storage | |
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| Preparation and Serving | |
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| Reheating | |
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| Bars | |
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| Equipment | |
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| Rodent and Insect Control | |
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| Crisis Management | |
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| Employee Habits | |
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| Employee Health | |
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| Safety and Accident Prevention | |
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| Endnotes | |
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| Internet Resources | |
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| Quick Quiz Answer Key | |
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| Controlling Costs | |
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| Learning Objectives | |
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| Financial Statements | |
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| Statement of Income | |
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| Balance Sheet | |
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| Analyzing Financial Statements: Statement of Income | |
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| Systematic Approach | |
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| The Three-Part Method | |
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| Analyzing Financial Statements: Balance Sheet | |
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| Current Assets | |
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| Fixed Assets | |
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| Liabilities | |
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| Solvency Ratios | |
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| Cost-Volume-Profit Analysis | |
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| Break-Even Chart | |
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| Capital Budgeting | |
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| Determining Priorities | |
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| Endnotes | |
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| Internet Resources | |
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| Employee Selection | |
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| Learning Objectives | |
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| Supply of Labor: The Changing Picture | |
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| Women | |
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| Minorities | |
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| Immigrants | |
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| Older Employees | |
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| Part-Time Employees | |
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| Employees with Disabilities | |
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| The Regulatory Environment: Equal Employment Opportunity | |
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| Federal Laws | |
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| Bona Fide Occupational Qualification (BFOQ) | |
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| Sexual Harassment | |
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| Affirmative Action | |
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| Recruiting Employees | |
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| Job Analysis | |
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| Analysis Process | |
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| The Hiring Process | |
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| Preliminary Interview | |
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| Completing the Application Form | |
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| Employment Tests | |
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| Interview in the Human Resources Department | |
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| Background Investigation | |
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| Medical Examination | |
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| Preliminary Selection in the Human Resources Department | |
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| Supervisory Interview | |
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| Realistic Job Preview | |
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| Hiring Decision | |
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| Endnotes | |
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| Internet Resources | |
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| Training and Development | |
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| Learning Objectives | |
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| Employee Orientation | |
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| Employee Training and Development | |
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| Importance of Training | |
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| Responsibility for Training | |
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| Training Process | |
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| Needs Assessment | |
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| Learning Objectives | |
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| Training Program | |
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| Training Lessons | |
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| Conducting the Training | |
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| Evaluation | |
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| Follow-Up | |
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| Principles of Learning | |
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| Intention to Learn | |
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| Whole Learning | |
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| Reinforcement | |
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| Practice | |
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| Spaced versus Massed Practice | |
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| Learning Curve | |
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| Behavior Modeling | |
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| Training Methods | |
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| Learner-Controlled Instruction | |
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| Individual Training | |
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| Group Training | |
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| Career Development | |
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| Employee Development | |
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| Management Development | |
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| Endnotes | |
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| Internet Resources | |
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| Motivating the Employee | |
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| Learning Objectives | |
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| Employee Motivation | |
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| The Role of Managers | |
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| Theories of Motivation | |
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| Organizational Climate | |
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| Dimensions of Climate | |
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| Developing a Productive Organizational Climate | |
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| Management by Objectives | |
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| Implementing the Concept | |
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| Job Redesign | |
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| Punishment | |
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| Positive Reinforcement | |
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| Development of Trust | |
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| Leaders and Managers | |
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| Leadership Theories | |
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| Endnotes | |
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| Internet Resources | |
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| Restaurant Manager 2010 | |
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| Learning Objectives | |
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| Industry Challenges | |
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| Nutrition/Obesity | |
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| Smoking Prohibition | |
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| Animal Rights | |
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| Human Resources | |
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| Food Safety | |
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| Food Technology | |
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| Serving Alcohol | |
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| Food Sustainability | |
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| Industry Solutions | |
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| The Manager's Job | |
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| The Bottom Line | |
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| Endnotes | |
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| Internet Resources | |
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| Photo Credits | |
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| Index | |