소장자료

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.

Prefacep. xiFrom Concept to Completion: The Shaping of a Restaurantp. xivIntroductionp. 1Learning Objectivesp. 1The Foodservice Industryp. 2Industry Trendsp. 4Sources of Informationp. 5Common Denominatorsp. 7Utility versus Pleasurep. 7Service and Menu Pricep. 8Food Preparation Methodp. 9Menu Developmentp. 10Overview of Restaurant Chainsp. 12Sandwich Chainsp. 13Dinnerhousesp. 13Major Contractorsp. 15Pizza Chainsp. 16Family Chainsp. 16Chicken Chainsp. 17Hotelsp. 17Grill-Buffet Chainsp. 17Why Restaurants Failp. 19The Restaurant Industry Dollarp. 20Failure to Increase Salesp. 21Failure to Control Costsp. 22Success Factorsp. 24Right Conceptp. 24Careful Expansionp. 24Skillful Executionp. 24Servicep. 24Endnotesp. 27Internet Resourcesp. 28Quick Quiz Answer Keyp. 28Understanding the Customerp. 29Learning Objectivesp. 29Introductionp. 31Market Categoriesp. 31Captive Marketp. 31Mass Marketp. 32Status Marketp. 32Trend Analysisp. 33Trend Spottersp. 33Trends: Early Adoptersp. 35Trends: Traditional Researchp. 35Meal Occasionp. 42Breakfastp. 42Lunchp. 43Dinnerp. 45Endnotesp. 50Internet Resourcesp. 51Quick Quiz Answer Keyp. 51Developing a Marketing Planp. 52Learning Objectivesp. 52Marketing Definedp. 53Developing a Marketing Planp. 55Conduct a Marketing Auditp. 55Select Target Marketsp. 60Position the Propertyp. 64Determine Marketing Objectivesp. 69Develop and Implement Action Plansp. 70Monitor and Evaluate the Marketing Planp. 75Endnotesp. 77Internet Resourcesp. 78Quick Quiz Answer Keyp. 78Promoting the Operationp. 79Learning Objectivesp. 79The Promotional Processp. 80Objectives of Promotionp. 80Steps in the Processp. 81Customer Use of Informationp. 86Advertising Agenciesp. 86When to Use an Agencyp. 86How to Select an Agencyp. 87Advertisingp. 88Functions of Advertisingp. 88Types of Campaignsp. 88Media Selection Criteriap. 89Newspapersp. 90Radiop. 91Televisionp. 92Magazinesp. 92Yellow Pagesp. 93Signs and Billboardsp. 94Direct Mailp. 94Internetp. 96Personal Sellingp. 97Sales Promotionp. 97Incentivesp. 97Key Stepsp. 100Merchandisingp. 103Purposep. 103Effectivenessp. 103Merchandising of Beveragesp. 104Public Relations and Publicityp. 104Word of Mouthp. 105Implementationp. 106Endnotesp. 108Internet Resourcesp. 109Quick Quiz Answer Keyp. 109Pricing and Designing the Menup. 110Learning Objectivesp. 110Importance of the Menup. 112Menu Contentp. 112Menu Pricingp. 114Pricing Philosophiesp. 114Pricing Methodsp. 117Factor, Cost-Multiplier, or Mark-Up Systemp. 117Prime Costp. 118Actual Pricing or All Costs Plus Profitp. 120Gross Mark-up or Gross Profitp. 120Base Pricep. 121Texas Restaurant Associationp. 121Marginal Pricingp. 122Daily Pricingp. 122Handling Price Increasesp. 122Listing Pricesp. 123Measuring Menu Strengthp. 126Average Checkp. 126Rangep. 126Menu Scoringp. 127Menu Engineeringp. 128Menu Designp. 130Coverp. 131Sizep. 132Materialsp. 132Placementp. 132Specialsp. 135Menu Descriptionsp. 135Typefacep. 137Verbal Picturesp. 137Menu Pricingp. 138Packagingp. 140Wine Menusp. 140Menu Alternativesp. 141Endnotesp. 143Internet Resourcesp. 144Quick Quiz Answer Keyp. 144Delivering High-Quality Servicep. 145Learning Objectivesp. 145The Service Encounterp. 146Enduring Insightsp. 147Service Problemsp. 148Assessing Customer Satisfactionp. 149Service Gapsp. 150Lack of knowledgep. 152Lack of Standardsp. 153Setting Service Standardsp. 155Lack of Performancep. 165Promising Too Muchp. 172Planned Attackp. 173Endnotesp. 174Internet Resourcesp. 174The Physical Facilityp. 175Learning Objectivesp. 175Front of the House: Layoutp. 176Front of the House: Atmospherep. 178Table Arrangementsp. 178Furniturep. 182Surface Materialsp. 183Entertainmentp. 184Spacep. 186Lightingp. 187Colorp. 189Accessibilityp. 192Back of the House: Space Requirementsp. 192Back of the House: Workplace Designp. 193Systematic Approachp. 194Layout of Functional Areasp. 197Arranging Functional Areasp. 201Comparing Systemsp. 201Ergonomicsp. 202Improving Existing Layoutsp. 203Individual Movementsp. 204Product Flowp. 206Task Planningp. 206Endnotesp. 211Internet Resourcesp. 211Food and Beverage: From Supplier to Customerp. 212Learning Objectivesp. 212Steps in the Processp. 213Purchasingp. 213Importancep. 213Processp. 213Buying Methodsp. 214Standardsp. 216Controlp. 218Receivingp. 219Methodsp. 219Space Requirementsp. 221Practicesp. 220Storagep. 221Space Requirementsp. 221Issuingp. 223Controlp. 224Preparationp. 224Functionp. 224Space Requirementsp. 224Cookingp. 226Service Systemsp. 226Space Requirementsp. 227Principles of Cookingp. 228Controlp. 231Servicep. 231Service Stylesp. 231Space Requirementsp. 232Portion Controlp. 234Dishwashingp. 234Pot and Pan Washingp. 236Waste Disposalp. 236Endnotesp. 236Internet Resourcesp. 237Kitchen Equipment and Interiors: Selection, Maintenance, and Energy Managementp. 238Learning Objectivesp. 238Equipment Selectionp. 239Basic Considerationsp. 239Materials Usedp. 242Energy Sourcesp. 243Specificationsp. 244Equipment Typesp. 244Dry-Heat Cooking Equipmentp. 244Steam Equipmentp. 247Fryersp. 248Small Equipmentp. 248Dishwashersp. 249Refrigeration Equipmentp. 249Interior Surfacesp. 250Materialsp. 250Equipment Maintenancep. 253Stainless Steel Surfacesp. 253Equipmentp. 253Energy Managementp. 259Comprehensive Programp. 259Lightingp. 262Waterp. 263Heating, Ventilation, and Air Conditioning (HVAC) Systemp. 264Endnotesp. 265Internet Resourcesp. 266Sanitation and Food Safetyp. 267Learning Objectivesp. 267Role of the Managerp. 268Allergiesp. 269Major Sanitation Problemsp. 271Foodborne Illnessesp. 271Biological Sourcesp. 274Chemical Contaminationp. 275Physical Contaminationp. 275Taking a Proactive Stance: HACCPp. 275Preventive Proceduresp. 277Purchasingp. 277Receivingp. 277Storagep. 279Preparation and Servingp. 280Reheatingp. 281Barsp. 283Equipmentp. 283Rodent and Insect Controlp. 284Crisis Managementp. 285Employee Habitsp. 286Employee Healthp. 286Safety and Accident Preventionp. 288Endnotesp. 291Internet Resourcesp. 291Quick Quiz Answer Keyp. 291Controlling Costsp. 292Learning Objectivesp. 292Financial Statementsp. 293Statement of Incomep. 294Balance Sheetp. 297Analyzing Financial Statements: Statement of Incomep. 298Systematic Approachp. 298The Three-Part Methodp. 300Analyzing Financial Statements: Balance Sheetp. 306Current Assetsp. 306Fixed Assetsp. 309Liabilitiesp. 309Solvency Ratiosp. 310Cost-Volume-Profit Analysisp. 310Break-Even Chartp. 310Capital Budgetingp. 316Determining Prioritiesp. 316Endnotesp. 320Internet Resourcesp. 320Employee Selectionp. 321Learning Objectivesp. 321Supply of Labor: The Changing Picturep. 322Womenp. 324Minoritiesp. 325Immigrantsp. 326Older Employeesp. 326Part-Time Employeesp. 327Employees with Disabilitiesp. 328The Regulatory Environment: Equal Employment Opportunityp. 330Federal Lawsp. 330Bona Fide Occupational Qualification (BFOQ)p. 333Sexual Harassmentp. 333Affirmative Actionp. 334Recruiting Employeesp. 336Job Analysisp. 336Analysis Processp. 336The Hiring Processp. 339Preliminary Interviewp. 340Completing the Application Formp. 341Employment Testsp. 341Interview in the Human Resources Departmentp. 346Background Investigationp. 350Medical Examinationp. 353Preliminary Selection in the Human Resources Departmentp. 353Supervisory Interviewp. 353Realistic Job Previewp. 353Hiring Decisionp. 355Endnotesp. 355Internet Resourcesp. 357Training and Developmentp. 358Learning Objectivesp. 358Employee Orientationp. 360Employee Training and Developmentp. 363Importance of Trainingp. 363Responsibility for Trainingp. 364Training Processp. 366Needs Assessmentp. 366Learning Objectivesp. 368Training Programp. 368Training Lessonsp. 370Conducting the Trainingp. 370Evaluationp. 370Follow-Upp. 371Principles of Learningp. 371Intention to Learnp. 371Whole Learningp. 372Reinforcementp. 372Practicep. 372Spaced versus Massed Practicep. 372Learning Curvep. 372Behavior Modelingp. 374Training Methodsp. 374Learner-Controlled Instructionp. 374Individual Trainingp. 377Group Trainingp. 378Career Developmentp. 379Employee Developmentp. 379Management Developmentp. 380Endnotesp. 383Internet Resourcesp. 384Motivating the Employeep. 385Learning Objectivesp. 385Employee Motivationp. 386The Role of Managersp. 386Theories of Motivationp. 388Organizational Climatep. 394Dimensions of Climatep. 395Developing a Productive Organizational Climatep. 397Management by Objectivesp. 400Implementing the Conceptp. 401Job Redesignp. 405Punishmentp. 410Positive Reinforcementp. 410Development of Trustp. 413Leaders and Managersp. 415Leadership Theoriesp. 415Endnotesp. 420Internet Resourcesp. 421Restaurant Manager 2010p. 422Learning Objectivesp. 422Industry Challengesp. 423Nutrition/Obesityp. 423Smoking Prohibitionp. 424Animal Rightsp. 426Human Resourcesp. 426Food Safetyp. 426Food Technologyp. 428Serving Alcoholp. 428Food Sustainabilityp. 428Industry Solutionsp. 428The Manager's Jobp. 428The Bottom Linep. 435Endnotesp. 436Internet Resourcesp. 437Photo Creditsp. 438Indexp. 439Table of Contents provided by Ingram. All Rights Reserved.