Overview
 256 pages Hardcover with NRAEF Workbook Sept 2004 John R. Walker, Donald E. Lundberg
The comprehensive guide to restaurant success.
It takes more than hard work and a dream to succeed in the restaurant business. The successful restaurateur must choose a suitable concept, find a market gap to fill, develop business and marketing plans, and secure financial backing. Next comes selecting the perfect location, obtaining the necessary permits, creating a menu that will tantalize the market, designing the interior, and hiring and training employees. Once the restaurant is open to the public comes the most difficult challenge of all-making sure that customers who visit once come back for more.
The Restaurant: From Concept to Operation, Fourth Edition, covers every aspect of conceiving, opening, and running all types of restaurants-from a fast-food franchise to an upscale dining room. This easy-to-read guide prepares readers to deal with a broad variety of start-up issues and puts them on the solid footing they'll need to ensure the restaurant's ongoing success. This comprehensive, hands-on primer provides:
- New coverage of quick-service, midscale, and upscale restaurants
- Coverage of restaurant service, home replacement meals, and the importance of catering and takeout
- Comparisons of chain vs. independent and franchise vs. nonfranchise restaurants
- Case studies that describe real-world problems-and real-world solutions
- Industry comments and advice sidebars
- Business and marketing plan outlines
The new fourth edition includes:
- Increased focus on the independent restaurant
- Greater emphasis on restaurant business plans, including new exercises
- Up-to-date restaurant profiles, including franchises and independents
- A new chapter on restaurant ooperations and control
- A new chapter on the latest restaurant technology
This field-proven book gives students, chefs, and entrepreneurs the comprehensive and authoritative information they need to master every challenge and succeed in this highly competitive and rewarding industry.
Contents
- Introduction
- Kinds and Characteristics of Restaurant and their Owners.
- Concept, Location, and Design.
- Restaurant Business and Marketing Plans.
- Financing and Leasing.
- Legal and Tax Matters.
- The Menu.
- Bar and Beverages.
- Food Purchasing.
- Planning and Equipping the Kitchen.
- Restaurant Operations and Costs.
- Organization, Recruiting, and Staffing.
- Employee Training and Development.
- Service and Customer Relations.
- Restaurant Technology
- Glossary.
- Index.
Authors
JOHN R. WALKER, DBA, FMP, is the Ray Marshall Professor and Director of the Hotel, Restaurant, and Tourism Management Programs at United States International University in San Diego, California.
DONALD E. LUNDBERG, PhD, is former dean of the College of Business at United States International University and Professor Emeritus at California State Polytechnic University, Pomona, California.
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