Professional Documents
Culture Documents
Essential Guide To Running A Restaurant
Essential Guide To Running A Restaurant
Essential Guide To Running A Restaurant
ESSENTIAL
GUIDE
TO RUNNING
A RESTAURANT
Brought to you by
Foreword
Ray Carlin
Vice president, strategy
and solutions management,
Oracle Hospitality
Even something like menu design; creating the right menu requires a
talented chef that can marry up the right flavours and dishes with the overall
restaurant concept. But achieving consistency of that menu, day in and day
out without fail, relies on having the right inventory controls and kitchen
systems in place. Once again, technology can be your best friend.
Ultimately, any restaurateur has to have a passion for food, wine, people,
and service if they are to succeed. Oracle Hospitality can work with you and
provide the passion for technology to help make your business a success.
We hope you find this eBook useful. Please get in touch if you would like to
know more – OracleHosp_ww@oracle.com
Oracle Hospitality would like to sincerely thank everyone that contributed to this book: Kelly Atkin,
Tim Brown, Chris Carr, Stefan Chomka, Julien Cohen, Jeremy Courmadias, Travis Croxton, Morgan
Davies, Louise Duseigneur, Claus Fribo, Harlan Goldstein, Rob Hennebry, Mike Isabella, Andreas
Karlsson, Joe Lutrario, Joonas Mäkilä, Claude Mariaux, Catherine McErlane, Carlos Mier y Teran,
Giacomo Moncalvo, Luke Mould, Alison O’Donnell, Caterina Reed, and Bryan Voltaggio.
2 www.oracle.com/hospitality
Contents
Property
p2 Foreword Reservations
p4 Property
Tummies Restaurant and Rob Hennebry, manager,
Bar, Cippenham, UK Ponti’s Italian Kitchen,
London, UK
Image: Sufi70/iStock/www.thinkstockphotos.co.uk
4 www.oracle.com/hospitality
Design Marketing
p16 Recruitment
We operate around a content out there. You
sense of place. When need something that
a guest sits in the people will recognise
restaurant it has to make immediately
sense to them
Claus Fribo, director, Brdr. Joonas Mäkilä, head of
Price, Copenhagen, Denmark marketing strategy and
communications, Royal
Ravintolat, Finland
p22 Technology
Image: Fuse/www.thinkstockphotos.co.uk
image: Lucky_Guy/thinkstock.co.uk
10 www.oracle.com/hospitality 40 www.oracle.com/hospitality
Recruitment
p28 Kitchen Kit Service
p34 Reservations
manager, Rockpool, Australia
Image: Burke/Triolo Productions/www.thinkstock.co.uk
Image: wx-bradwang/www.thinkstockphotos.co.uk
16 www.oracle.com/hospitality
22 www.oracle.com/hospitality 52 www.oracle.com/hospitality
Kitchen kit
p58 Finance Finance
28 www.oracle.com/hospitality
oraclehosp_ww@oracle.com 3
When I look back, I’d
have never been able to
afford what I have now
if I’d opened in a more
popular location
4 www.oracle.com/hospitality
Property
Pitch perfect: location
should be a major factor
Image: apeyron/iStock/www.thinkstockphotos.co.uk
As competition for
good space intensifies,
restaurateurs are having to
become increasingly bricks
and mortar-savvy. Have you
got what it takes to bag the
perfect site?
There’s a lot more to acquiring a new the lease, looking at the people that walk
restaurant than simply waiting for another past during key trading times and asking
to close. While this remains a workable themselves how likely each one is to visit
approach in some parts of the world, both the restaurant. Understanding nearby
first time restaurateurs and expanding businesses and their workers’ eating
groups that want to set up shop in prime patterns is equally useful, as is knowing
areas need to be considerably more what the competition is like. If an area is
proactive these days. In general, there are empty on a mid-week lunchtime, alarm bells
two main things to consider when looking should be ringing.
for property; whether its style and size is
suitable and whether the location is right. Footfall isn’t everything
Yet not every restaurant needs footfall.
Location is key Generally speaking, the more special
Choosing the right location is probably the occasion driven a restaurant is the less it
most difficult decision you will have to make will rely on a steady stream of potential
as a restaurateur. Its location will not only customers because the majority of its tables
dictate the cost but also have a potentially will be pre-booked. For some ambitious
huge impact on whether it is a success, restaurants a remote location makes sense
so getting it right is essential. To ensure as space is comparatively cheap and the
you pick the right location it is vital to first pilgrimage to the restaurant becomes part of
understand what it is your restaurant needs. the dining experience. The winding journey
A large brasserie will require siting in a high to famed Spanish restaurant El Bulli has
footfall area while a more modest project always been part of its charm, for example.
can be located in a quieter – and cheaper –
location. A high-end venture might not need In northern Sweden, Fäviken lays claim to
to rely on passing trade but its postcode being among the most isolated restaurants
and clientele will be important. Thus, there on the planet (it has the same latitude as
is no such thing as the perfect location, just Iceland) but still manages to fill its tables
the perfect location for a specific business. due to its gastronomic status – it is a regular
on The World’s 50 Best Restaurants list.
Know your area
Knowing where to open a restaurant The ‘off pitch’ approach
requires more than rudimentary knowledge In the face of unaffordable premiums, high
of a particular area. Some operators will rents and poor availability, some operators
stand outside a site before signing on with suitable concepts are going ‘off-pitch’,
6 www.oracle.com/hospitality
Tummies in Cippenham, Berkshire, Case Study
UK, used the off-pitch location to its
advantage when it launched. Twenty
Image: apeyron/iStock/www.thinkstockphotos.co.uk
oraclehosp_ww@oracle.com 7
Some restaurants have almost single-handedly turned
around an area off the back of an off-pitch location
Image: apeyron/iStock/www.thinkstockphotos.co.uk
essentially taking sites in low-footfall, non-
obvious locations. Some restaurateurs have
almost single-handedly turned around an
area off the back of an off-pitch location. In
1999 New York restaurateur Keith McNally
opened French/US bistro Pastis in the city’s
then decidedly unglamorous Meatpacking
District. Today, Meatpacking is one of
Manhattan’s hottest restaurant locations.
8 www.oracle.com/hospitality
Intellectual property: Dos & Don’ts
a guide to site selection
Do... Don’t...
Check planning regs Go it alone
There are horror stories of newcomers buying It’s worth paying for expert advice from
sites with no hope of planning permission for someone that knows the property game. A small
necessities, effectively rendering the space misunderstanding of the terms of a deal can
useless. Speak to planners prior to signing a lease mean the difference between profit and loss
oraclehosp_ww@oracle.com 9
We operate around a
sense of place. When
a guest sits in the
restaurant it has to make
sense to them
Claus Fribo, director, Brdr.
Price, Copenhagen, Denmark
Image: Fuse/www.thinkstockphotos.co.uk
10 www.oracle.com/hospitality
Design
Turning the tables: a well
planned dining room can
increase customer numbers
Image: suksao999/iStock/www.thinkstockphotos.co.uk
The way your restaurant
looks speaks volumes
about what customers can
expect, but don’t sacrifice
functionality for style
12 www.oracle.com/hospitality
Both Brdr. Price restaurants in Case Study
Copenhagen, Denmark, have been
designed with integrity and a sense
Image: suksao999/iStock/www.thinkstockphotos.co.uk
oraclehosp_ww@oracle.com 13
Merely stripping the walls back to bare bricks because
everyone else is doing it isn’t reason enough to do so
IPGGutenbergUKLtd/iStock/www.thinkstockphotos.co.uk
You should also have a contingency plan
in place for over spend, with around 15%
on construction costs and 15% on overall
project costs. And keep these costs to
yourself, otherwise your builder and
designer are likely to factor those into the
overall equation as well.
Having integrity
Designers talk a lot about achieving ‘truth’
in a design, which comes in many forms.
Whether it’s the nostalgic style used across
the Fu group of restaurants in Shanghai,
which are located in historical buildings;
the turn of the century, European feel tables could be moved together. Sound advice:
flooring and
of Corbin and King’s stunning London walls impact
restaurants; or the rough ‘n’ ready look Furniture also influences the speed of on acoustics
of Brooklyn establishments, a good customer turnover. Very comfortable
design has to be believable and not just seating should only be used when a
a facsimile of what is already out there. restaurant wants to encourage customers
Merely stripping the walls back to bare to linger or to draw them away from
bricks just because everyone else is doing another area in order to free up space.
it isn’t reason enough to do so – any such
approach should tally with the overall feel And don’t forget acoustics. While the current
of a restaurant. Whatever the spend, and fashion for bare walls, wooden flooring and
whatever style, customers are now more marble work all help create that sought-after
concerned with integrity than how much brasserie buzz, they can add to interior noise
something might have cost. pollution and are not always conducive to a
relaxed conversation. The Oxford Hearing
Working with a building’s architecture and Centre, which offers independent advice on
surroundings can help with this integrity. all aspects of hearing, suggests the use of
From cornicing and Victorian fireplaces to tablecloths and soft furnishings and wall art
poured concrete and exposed ducting, a to absorb excessive noise.
building’s integral features, and what you do
with them, can vary widely, so it’s important Back of house vs front of house
to know what you want to achieve. A cool While the overall feel of the dining room is
reconciliation of period features and modern likely to be the key focus for a restaurateur,
trends is, say designers, the Holy Grail. they neglect back of house areas at their
peril. With staffing shortages an issue on
Choose fittings carefully a global scale, and with the nature of the
Furniture choice is also important. A badly job meaning that staff regularly move
planned restaurant with 100 seats could around the sector, being able to hold onto
possibly only serve 80 guests if the table your workforce is becoming increasingly
sizes aren’t matched to the average party challenging. Many companies look to wages
size, ie only seat six or eight and can’t be and additional benefits as ways of retaining
moved apart. A well planned restaurant, staff, but the design of the restaurant can
with 80 seats could serve 150 guests if also play a part.
14 www.oracle.com/hospitality
Better by design: the Dos & Don’ts
key to a killer concept
Do... Don’t...
Take inspiration Neglect comfort
Successful designers are magpies, taking ideas Hard or stylish surfaces or furnishing should
from other areas – restaurants or otherwise – not be used at the expense of comfort – unless
and repurposing them for their own use you want a very quick table turn
oraclehosp_ww@oracle.com 15
It starts with building
the right culture.
You have to create
a desirable working
environment
16 www.oracle.com/hospitality
Recruitment
Smiles better: happy staff
are less likely to leave you
18 www.oracle.com/hospitality
Jeremy Courmadias, general Case Study
manager at Rockpool in Australia,
believes a strong culture is the key to
Top Photo Corporation/thinkstockphotos.co.uk
“It starts with building the right culture,” he its rigorous training programme. This
says. “You have to create a desirable working includes a five-day induction for waiters,
environment, where people feel they’ll be with a one-on-one session with a trainer on
valued and have the opportunity to develop. aspects such as the menu and wine list as
It’s harder now than five years ago, because well as how to run a section.
the restaurant industry is exploding. And the
good staff stay in good places. It’s a matter of Following this, there are weekly sessions
trying to keep them with a good culture.” for front of house staff in a program which,
over a year, covers a whole series of points
Rockpool doesn’t necessarily look for on wine, food and service. This training also
experience in new recruits. Instead, applicants involves more specific teachings, such as
first and foremost need to have a passion for how to turn tables quickly without making
hospitality and show dedication to the role. diners feel rushed during busy periods like
“There’s no point investing in someone that Christmas. “We’re really focused on ongoing
sees this as a second job or a job on the way training,” says Courmadias.
to another one. You have to have that focus
to begin with,” says Courmadias. “You can be For back of house staff, while the recruitment
raw as raw can be, but if food and wine and of chefs has got easier thanks to the success
particularly service are your passion, then of programmes such as MasterChef, which
we can make you good. Then it’s a matter of have encouraged youngsters to enter the
being a people person. You need a certain kitchen, some newcomers expect instant
level of discipline and a good work ethic. At recognition, says Courmadias. “They want to
the end of the day, you have to like people.” be a celebrity chef in five minutes – they don’t
quite realise the hard yards they need to go
Once the right candidates have been found, through. But, if you can get through that, you
Rockpool works hard to keep them through can find some amazing and talented chefs.”
oraclehosp_ww@oracle.com 19
A lot of how we recruit staff is based on attitude. Some
of our best team members had no industry experience
20 www.oracle.com/hospitality
Just the job: how to Dos & Don’ts
tackle recruitment
Do... Don’t...
oraclehosp_ww@oracle.com 21
An integral part of your
business plan needs to
be your digital strategy.
If it’s not, you risk
getting left behind
22 www.oracle.com/hospitality
Technology
Hands on: restaurants are
embracing the mobile age
Image: Dangubic/www.thinkstockphotos.co.uk
Technology such as an
effective EPoS system
is critical to the smooth
running of a restaurant, but
it pays to understand exactly
what you need... and what
you don’t
Anyone looking to open a restaurant these “This is happening in restaurants too. Most
days almost needs to be as technologically won’t save on labour but technology can help
savvy as they are operationally, such is the redefine their service style.”
glut of digital innovation that has hit the
hospitality market in recent years. From pay Knowing your business
at table apps to tablet ordering and queuing Before buying any technology, the first thing
systems, there’s a gizmo for practically every you must consider is how your customers
part of a restaurant’s operation these days. will interact with your restaurant. While in
the past this may have been a secondary
Knowing which technology to choose, consideration, it should now form an
therefore, and identifying that which can essential part of the decision making
bring tangible benefits to your business process, says Brown. And, the jumping off
rather than just looking cool can be rather point should be an EPoS system.
tricky. While the allure to be seen as an
early adopter might be strong, the purchase “If I was opening a restaurant today I would
of systems that don’t deliver what they ask ‘what am I trying to achieve for my
promise can prove very costly. customer?’ and look at how to reach out
to them,” says Brown. “You need to start
The growing role of technology with how the customer will behave in your
One obstacle that some restaurateurs business. If you’re offering table service,
still need to overcome when considering do you want them to pay at the end of the
technology is the belief that it has no place in meal with a PDQ machine or with a mobile
the hospitality industry. “There’s always been phone? If you’re a quick service restaurant,
a debate in the industry that technology do you need kiosks or mobile devices to
is not important, because restaurants are keep queues moving? Maybe digital menu
about people,” says Tim Brown, senior boards so that a customer can work out
director, food and beverage sales consulting what they want at different times of day? It’s
at Oracle Hospitality. “But technology all about what works for your business.”
allows people to do their jobs to the highest
possible standard, and to do it consistently.” If you’re opening a fast casual restaurant you
might want people to order at the counter
Brown points to the airline industry and how but also have staff go round tables with a
people can check in online rather than going handheld system to take additional drink or
to a counter. Airlines haven’t reduced their dessert orders. A fine dining venue might
staff as a result, he says, but instead use staff want to use tablets for wine lists while a
to help guide people through the process. coffee shop might opt for a system whereby
24 www.oracle.com/hospitality
Rappahannock River Oysters, Case Study
which has restaurants in Virginia
and Washington, DC in the US, uses
Image: Dangubic/www.thinkstockphotos.co.uk
One of the key things that Croxton uses In addition to this, Croxton uses technology
technology for is data capture, with his POS to capture customer data and says that
system enabling him to catch and review he checks the reservation system on a
real-time data on how each individual daily basis to see if any regulars need
restaurant or oyster bar is performing. acknowledging. Managers are also required
The ability to check this data using mobile to send nightly reports providing information
technology means that he has access to this such as how many locals were in, whether
data at any given time. “My wife hates it when there were any activities in the area that
we go out to eat because I’m always on my might impact on sales and what the weather
phone checking my locations,” he jokes. was like, to be able to produce an accurate
picture of the trading environment each day.
This technology might not be good for
Croxton’s marriage, but for his business it is Ultimately, such restaurant technology
incredibly useful. Having access to real-time has changed the way Rappahannock River
data means that Croxton can dig into the Oysters works, he says. “Instead of having
data, such as how many discounts are being to rely on month-end meetings to discuss
offered, and alert managers to any concerns financials we can look at real-time data,
he has. “If I’m not in the restaurant during ask real-time questions and make real-time
service I can take a step back and look at any actionable decisions during the month. This
anomalies when they present themselves is a very useful tool to have.”
oraclehosp_ww@oracle.com 25
A sensible purchase is one that looks to the future,such
as how it can be replicated in future venues
customers can order a second cup of coffee don’t include it in their initial quote and then
using their phone so as not to lose their seat. charge a lot for it. It’s essential that you factor
it in – if nobody in your business understands
Deciding what you need the system, then your support calls escalate
Knowing which kit you need is only half the and service starts to suffer. Work out a
battle – you’ll still need to decide on other training plan – does the system have training
aspects such as after sales care. Restaurant modes that staff can practice on?”
technology can be broken down into a
number of pillars, including hardware, Technology always moves forward
software and support. When choosing A sensible purchase is one that takes into
hardware only buy what you need, advises account future trends and how quickly
Brown. Most restaurants require the basics, systems can be replicated in new venues.
an EPoS machine with a cash drawer, With growing demand for takeaway or
credit card machine and receipt printer delivery options, for example, and the shift
and maybe a kitchen display system to away from chip and pin payment to mobile
help chefs with orders. After that, consider devices, restaurants should be adopting
carefully what else you’ll require. “Don’t technology that will work with future
buy too much kit. You can always add but innovation rather than be superseded by it.
it’s more difficult to return something you “An integral part of your business plan needs
don’t use,” Brown adds. “I go into many to be your digital strategy,” says Brown. “If it’s
restaurants and see a till that’s redundant.” not, you risk getting left behind.”
Another thing restaurateurs should avoid is Brown concludes: “The most important thing
getting technology to do everything from with your EPoS is to not limit yourself. When
the get-go. You might want your EPoS for opening one site, a mobile reporting app
loyalty programmes, stock control and to might not seem that important because you
have a labour function, but having it do it all can see what people are ordering. As soon as
these from day one often isn’t helpful. “These you open a second site, you’re not there half
components can really help your business the time and you’ll really value that app. The
over the long-term, but when you’re opening same with delivery and takeaway – what are Key moves:
a restaurant, you’ve got a lot to worry about. you going to do next year and can it be done online
Be prepared to expand your system as you without replacing your system? That’s what ordering is
growing
grow – don’t expect to do it all at once.” you need to think about.”
26 www.oracle.com/hospitality
Tech this out: kitting out Dos & Don’ts
your restaurant
Do... Don’t...
Consider your restaurant’s needs Over buy
before buying It is easy to add more equipment when
Understanding your customer’s behaviour is necessary, but harder to take it away
essential when deciding what technology you
need, and what you don’t Try and meet all your requirements
at once
Think about ongoing support A new POS system doesn’t have to manage
Having a system in place for when things go stock, loyalty, labour and everything else from
wrong is important, but avoid forking out for day one
levels of support you won’t need
Think that technology isn’t for the
Train staff properly hospitality sector
You can have all the bells and whistles you want, Technology might never replace human
but if staff can’t use your sparkling new piece of interaction, but it often enhances it
kit then it’s effectively redundant
Buy technology for technology’s
Keep an eye on future trends sake
Will your tech be compatible with future If it doesn’t add value to the business or
innovation? Will it work with systems that allow the customer experience then don’t buy it –
delivery or mobile payments? If not, then it however cool it looks
could be costly a few years down the line
Get sucked into unnecessary
Take into account restaurant layout extended warranties
Different floors and areas might mean you need Most technology is built to last these days,
more than one EPoS terminal, but don’t invest in so don’t fork out for extra cover unless it’s
numerous terminals just for the sake of it absolutely critical
oraclehosp_ww@oracle.com 27
You need to invest in
good quality kit. It gives
you piece of mind
28 www.oracle.com/hospitality
Kitchen kit
Kitchen confidence: a well
designed cooking area
will reap rewards
Image: idealistock/thinkstock.co.uk
correctly
30 www.oracle.com/hospitality
Planning and equipping a new Case Study
kitchen takes patience and careful
consideration, as UK-based Zaks, in
Norwich, knows only too well
Image: idealistock/thinkstock.co.uk
oraclehosp_ww@oracle.com 31
The last thing you need when your combi-oven breaks
down is to be put through to a call centre
efficient equipment it can. Being green that top-mounted fridges are better suited
isn’t high on most chefs’ list of priorities, for dry store areas while bottom-mounted
however, but saving money should be – models suit hotter areas of the kitchen.
choosing energy efficient equipment means
you can help save the environment as well Also, there’s little point having an all-singing,
as help your bank balance. all-dancing piece of kit that works fine until
your head chef goes on holiday and the rest
By opting for induction over gas cookers of the brigade haven’t a clue how to use
significant savings can be made as induction it. New kit must be suitable for everyone
hobs are typically 90% efficient compared to use easily and properly, so look for the
with hot plates (55%) and gas hobs (50%). latest systems with simple push-button
This is because while gas cooking heats up technology, as well as those that have easy-
the pan and its surrounding area, induction to-use touch-screens and tutorials. With the
generates heat in the pan itself rather than kitchen increasingly becoming a multi-
the cooking area. national hub, training material should come
in a number of languages.
This has other benefits too. By only heating
up the pan, induction makes for a cooler And don’t underestimate the value of
and more pleasant kitchen which, as well as good aftercare and servicing. Heavy duty
creating a nice place to work, also saves on equipment such as ovens and dishwashers
the cost of air conditioning or ventilation. are put through their paces on an hourly
basis and are inevitably going to break
Energy efficient kit may involve a bigger down at some point – usually when you
initial outlay – low water pass-through need them the most. You should be safe
dishwashers and greener refrigerators often in the knowledge that the brand you’ve
cost more than their less efficient cousins bought has comprehensive after-sales
– but shelling out less at the start could be support, including holding a good stock
a false economy. Kit such as warewashers of spare parts and consumables (such as
should last at least 10 years so the lower water filters) and can arrange ‘preventative
running costs of a more efficient piece of planned maintenance’ service contracts on
kit, including less detergent, water and equipment. The last thing you need when
electricity use, will pay in the long-term. your combi-oven explodes mid-service is to
be put through to a call centre.
Form and function
Image: jevtic/thinkstock.co.uk
32 www.oracle.com/hospitality
Kit parade: choosing the Dos & Don’ts
best equipment
Do... Don’t...
Ask, do I really need it? Be afraid to ask about the kit
Kitchens across the world are littered with Good manufacturers will be able to provide
equipment that seemed like a good idea at the reliable output figures and running costs for
time, but now sits unused and unloved their equipment
oraclehosp_ww@oracle.com 33
We can’t complain
about the number of
reservation sources out
there, but they need to
be linked back to our
own digital diary
34 www.oracle.com/hospitality
Reservations
Counter intuitive: a bar area
can accommodate
walk-in diners
36 www.oracle.com/hospitality
Ensuring its various reservations Case Study
sources are all consolidated has
helped Ponti’s Italian Kitchen
Image: Andrea Chu/iStock/thinkstockphotos.co.uk
oraclehosp_ww@oracle.com 37
Kitchens that cook fresh food will collapse if the whole
dining room is allowed to order at the same time
because it’s more labour intensive. In fact no-shows in the early hours to ask if they’re
many now only take bookings online. planning on putting in an appearance.
Reducing no-shows
No-shows can be as high as 20% in some
restaurants, and many believe that the
move to online bookings is to blame.
Some of the worst offenders book multiple
restaurant tables in advance then decide
what they’re in the mood for that evening.
It’s a source of considerable frustration for
restaurateurs. Some chefs delight in ringing
38 www.oracle.com/hospitality
No reservations: Dos & Don’ts
fuss-free ways to run
your dining room
Do... Don’t...
Collect customer data Always say yes
Many restaurants still don’t know who their Sad though it is, sometimes you won’t be able to
customers are. Take down email addresses and take a group of guests. It’s better to say no than to
phone numbers and keep the information safe provide poor service because you’re too busy
oraclehosp_ww@oracle.com 39
There is a lot of generic
content out there. You
need something that
people will recognise
immediately
40 www.oracle.com/hospitality
Marketing
Shout about it: spreading
the word about your
restaurant can be effective
image: idealistock/thinkstock.co.uk
custom can be a risky tactic
42 www.oracle.com/hospitality
Don’t worry about your marketing Case Study
channel, worry about your message
– so says Joonas Mäkilä, from
Finland-based restaurant group
Royal Ravintolat
image: idealistock/thinkstock.co.uk
oraclehosp_ww@oracle.com 43
Ultimately, the test of effective PR is whether your
restaurant is booked out
44 www.oracle.com/hospitality
Read all about it: Dos & Don’ts
marketing your
restaurant
Do... Don’t...
Ask friends and peers for PR Rely on social media to get the word
recommendations out
A PR company’s website might be all singing While it may feel like the whole world’s on
and dancing, but nothing tells the full story like Twitter and Facebook, many of your potential
someone you trust customers – especially the ones with the
deepest pockets – probably don’t use either
Reach out to local businesses and
residents Do it yourself unless you have the
Once the hype has died down and the ‘food time
tourists’ have moved on, these are the people Marketing is more labour-intensive than you
who will be your restaurant’s bread and butter might think. Not doing it at all is better than
doing a half job of it
Tell existing customers you’re
opening a new place Just self promote on social media
Don’t overlook your established clientele when While it’s important to keep your followers
opening another site, as they are already a updated with what you’re up to, if it’s a constant
captive audience stream of marketing then people will soon
switch off
Make use of tools such as Twitter and
Instagram Spend on marketing at the expense of
They are free, easy to use and can be very food quality, staff training etc
effective if used correctly There’s no point encouraging people to come to
your restaurant if they will be disappointed once
Consider both online and offline they get there
marketing
Everyone might talk about digital these days, Overlook review sites
but good old fashioned marketing should still be Love them or loathe them, such sites can
part of your strategy be crucial to your business. Ensuring your
company details are correct on each site is
Ensure food shots are good important
Brilliant food shots speak volumes about a place
– unfortunately so do bad ones Forget the biggest marketing boost
of all
Update your website The dining and customer experience that you
It’s often the first point of call for potential offer is the most effective way of spreading
customers and therefore a key marketing tool positivity about your restaurant
oraclehosp_ww@oracle.com 45
Every restaurant we
run has to have the
same genuine sense of
hospitality
US restaurateur, Bryan
Voltaggio
Image: Burke/Triolo Productions/www.thinkstock.co.uk
46 www.oracle.com/hospitality
Service
Glass act: service is as
important as food
Image: Jupiterimages/www.thinkstock.co.uk
part of any restaurant –
despite what any chef will
say – so it’s essential to get it
spot on
48 www.oracle.com/hospitality
Restaurateur Bryan Voltaggio’s Case Study
varied portfolio means he takes the
same approach to service, whether
it be in his fine dining, family-friendly
Image: Jupiterimages/www.thinkstock.co.uk
In order to achieve this the restaurant In order to do this, senior staff are
group has a number of core values that indoctrinated in the Volt approach to
are standard, such as the manner in which service. “When I bring on new management
staff are required to answer the telephones they spend time at Volt no matter which
and present themselves. There is also a restaurant they will go to,” says Voltaggio.
company-wide standard for maintaining “Even if they will never work there they will
a clean and organised kitchen. Beyond come for a week or two and see how things
that, each individual restaurant brand has are done and the levels of service we expect
specific training tailored to it so, for example, across the group. Everything we do is born
Voltaggio’s Family Meal brand of US-style at Volt; that’s where our core values come
diners has a staff manual that focuses more from and then branch out into our other
on the family oriented side of hospitality. restaurants.”
oraclehosp_ww@oracle.com 49
In London people will wait 20-25 for a main, in New
York it’s only 15 minutes. You need to know your market
50 www.oracle.com/hospitality
How to serve an ace: Dos & Don’ts
Do... Don’t...
Remember, service starts from the Underestimate the importance of
initial contact service
Interaction with a customer starts at the initial This is the hospitality sector, after all. People
phone call, website view or the greeting at the might return to a restaurant if the food is only
reception desk. First impressions count OK, but poor service will put them off for life
oraclehosp_ww@oracle.com 51
We hand out menus for
guests to take home.
Because they are glossy
they tend not to be put
in the bin, which is good
marketing
52 www.oracle.com/hospitality
Menu writing
Board games: keep writing
legible for menus
54 www.oracle.com/hospitality
Denmark and UK based chain Case Study
Sticks ’n’ Sushi has taken an
unconventional approach to menu
design that has paid dividends
oraclehosp_ww@oracle.com 55
Simply adding tempting descriptions to dishes can
increase sales by up to 27%
In the US, restaurant groups of over 20 sites the group instead uses high quality food Close call:
your menu
by law have to put calorie counts on menus photography on its menus to make its should be
by 1 December, making it a good time to take potentially unfamiliar Japanese offering easy to read
a look at menu descriptions and design. easier for people to understand.
The menu at international restaurant chain While this approach won’t work for all – and
Jamie’s Italian is a masterclass in carte then only for those whose menu doesn’t
design. Some higher margin dishes are change much in order to avoid reprints – it
highlighted in a blue picture frame while shows there is space for creativity on a
other profitable dishes, such as pasta and menu, providing it isn’t done at the expense
risotto, are placed on the top right. It also of function. At Sticks ’n’ Sushi the diner
features menu supplements – truffle butter, understands what they are getting and how
for example – to drive up spend. it should look, which puts them at ease.
56 www.oracle.com/hospitality
The write stuff: menu Dos & Don’ts
design at a glance
Do... Don’t...
Keep the layout simple Be overenthusiastic with your
It shouldn’t be a struggle for your customers to language
navigate a menu. It should feature clean lines, It’s a menu not a novel. Adjectives such a
good spacing and a sensible colour palette ‘sumptuous’ and ‘moist’ should be avoided at
all costs
Consider eye movement to decide
where to place key dishes Have grammar/spelling mistakes
The top right hand corner is your friend so place Nothing looks more amateurish than offering
high margin dishes there ptarmigan cheese or having a desert section.
The spell check is your friend
Ensure it reflects the restaurant’s
identity Make it too cluttered
If you’re a fun, lively place then don’t make the A good menu needs to breathe so give the
menu feel stuffy dishes the space they deserve
Consider carefully the font you use Underestimate how important menu
Your menu should be easy to read. Comic Sans design is for your business
is a no-no It’s a window into your restaurant’s soul, after all,
so don’t make it an afterthought
Make it online friendly
Can it be read easily online? If not then you Make the print too small
should change it Remember, everybody has to be able to read
your menu, from people with 20:20 vision to
Work on food descriptions spectacle wearers. A magnifying glass should
The best way to increase sales of dishes is to not be needed
make them sound irresistible
Give supplier chapter and verse
Provide ingredient information Customers might want to know where you
where suitable source your meat from, but they don’t need to
If you use top quality ingredients, don’t be afraid know the name, exact location of the farmer and
to shout about them on your menu his shoe size
oraclehosp_ww@oracle.com 57
There are lots of private
equity companies we
could have worked with,
but you’ve got to find
people who you get
along with
58 www.oracle.com/hospitality
Finance
Money in the bank: finding
finance can be tough
Image: Umkehrer/www.thinkstock.co.uk
hands on it
60 www.oracle.com/hospitality
UK-based burrito chain Barburrito Case Study
has enjoyed steady growth over the
past decade thanks to it being able
to secure funding when it needs it
Image: Umkehrer/www.thinkstock.co.uk
oraclehosp_ww@oracle.com 61
The nature of the restaurant industry has made it well
suited to crowdfunding
One of the main considerations you will Johnny Smith and chef Isaac McHale raised Money talks:
know your
have to make if taking the private equity £250,000 in six weeks using online platform projected
route is what share of your company you Crowdcube. The trio attracted 50 investors turnover
are prepared to give up and how this might who contributed between £1,000 and
impact on your business. Even investors £50,000 each and who now own 25% of
with a minority stake can wield a lot of their company St Vibes. Rewards included
power so you will need to enter any deal free tables during the launch period.
with your eyes wide open.
In the US, Kickstarter remains the go-to
Crowdfunding site for restaurant funding campaigns.
Another source of funds growing in In October 2013 chef Mike Brown raised
popularity is that of crowdfunding, $255,669 towards a new restaurant in
particularly among first-time restaurateurs. Minnesota from a bid that had initially
There are numerous sites that offer such sought just $75,000 of funding. Pittsburgh
a service, including Crowdcube and chef Kevin Sousa, meanwhile, is set to open
Seedrs, which enable people to publish a his new restaurant Superior Motors after
business plan, legal documents and video raising more than $300,000 on Kickstarter.
presentations to attract investors. Some
sites, such as Kickstarter, meanwhile, offer What’s right for you
rewards in exchange for funds. Whichever funding route you choose it
should be right for you. Banks remain the
The nature of the restaurant industry most straightforward way of getting finance
has made it well suited to crowdfunding, and should be the first port of call for most
with restaurants able to offer meals and businesses. And, while crowdfunding has an
hospitality in exchange for funds. Chester- obvious appeal for start ups, it shouldn’t be
based restaurant Sticky Walnut, for regarded as easy money. Having to honour
example, recently raised £100,000 to fund meals offered as part of a funding package
a second site with investors being enticed can be a headache and will impact on a
with meals once the new restaurant is open. restaurant’s cashflow and bottom line in the
early days, so this needs to be taken into
The Clove Club, a restaurant based in consideration. And remember: be realistic
Shoreditch, east London, also successfully and don’t be greedy. Or else you might pay
used crowdfunding. Founders Daniel Willis, as well as your investor.
62 www.oracle.com/hospitality
Show me the money: Dos & Don’ts
how to raise finance
Do... Don’t...
Have someone in the business who Believe investors give funds just to
understands money talk help you
The covenants that banks now impose (agreed There is a business reason behind every
ratios of, say, capital expenditure-to-loan or transaction, so ensure you understand what’s
profitability-to-loan that a business must at stake
maintain) are increasingly complex. Having
someone in the business who understands that Be greedy
language can really help Having enough extra funds for a rainy day is
one thing, but needlessly paying interest on
Approach a bank armed with all the borrowed money that you don’t need is quite
facts about your business another thing
Banks want to see realistic turnover predictions
and how your business will generate bottom- Seek private equity money lightly
line cash You’ll need to be prepared to give up part of
your business and maybe even the power to
Research specialist lending schemes steer its future course as a result of any PE
Different countries offer different schemes money you take
aimed at small businesses, so check with the
relevant government department to see if Seek investment from someone you
there’s one suitable for you don’t like
Any personality clashes could have serious
Look beyond traditional lending repercussions later on in the deal. You should be
Crowdfunding can be a hugely successful way on friendly terms with your investor
of raising funds without being saddled with
huge debt Give up
With so many different avenues now available,
Shout about your people if you’re turned down by one potential lender
Investors support people as well as a concept, there are often plenty more prospects out there
so demonstrating you have a strong team can
be very effective Promise investors too much
Be realistic about what you think you can
Consider what security you have to achieve with the funds. There is always a danger
offer of over selling your business in order to gain
If not a property, think about what other assets investment, or with promising early rewards to
– kitchen equipment, wine cellar – that you could crowdfunding investors, and this can come back
put up as security against a loan to haunt you
oraclehosp_ww@oracle.com 63
The Oracle Hospitality Hall of Fame
8 restaurateurs share their experiences
and inspiration
I wanted to create an
environment where
friends and family could
have a great time. Being
part of that experience
is the reason I get up in
the morning.
Bryan Voltaggio, US
restaurateur
64 www.oracle.com/hospitality
HALL OF FAME
How did you get into the Describe your restaurant group people did it 30 years ago when
restaurant industry? We have five brands in total and they had multiple brands across
I started at 14 years old when I creating offshoots to reach more the country. Technology now
worked in a hotel in my home people has always been part of allows us to stay connected
town as a bus person. I then went our mission. After Volt I opened to the restaurants. Now I can
to culinary school and after that Range, which has 270 seats and FaceTime and see how service
I worked for chef Charlie Palmer, is similar to a steakhouse. I then is getting on and how dishes are
who has around 13 restaurants opened Aggio, which serves being executed. The only thing I
on the east and west coast of classic Italian dishes but using can’t do is taste a dish remotely
America. I’m passionate about ingredients from the local region. – but I swear at some point I’m
food and it was a big part of my Family Meal, meanwhile, is the going to make that happen!
life when I was growing up. My classic US diner reinvented. We
brother is also a chef. also have a sandwich concept How have you managed
called Lunch Box. I’ve opened growth?
How did you decide on the style three restaurants in the past 120 My furthest restaurant is two
of your first restaurant? days – it’s been a busy year so far! hours away but for the most part
I opened Volt, my first restaurant, all are in the area where I reside. I
in 2008. It serves fine dining What is the biggest challenge can be in every restaurant in one
American fare and touches upon with running a restaurant? day if I needed to. As we grow we
all the key points that everyone The hardest thing is that I want will have to take on sites that are
else does these days – farm to to be there for every service. We further away though.
table, local, organic ingredients have been growing for seven
– to create a regional dining years and I have some very What is the biggest challenge
experience. It’s not quite avant- trustworthy people who work you face?
garde but it’s in the present as for me and who have helped me In the Washington, DC and
far as current trends in American make the transition from chef to Virginia area the growth in
cuisine go. restaurateur. restaurants is pretty extravagant,
which means it is becoming very
Was there always a plan to open Was that transition hard? competitive for staff. We can still
more than one restaurant? At the start, yes. Chefs are control get good people but the pool is
Volt is special and there will freaks but I can’t cook in nine getting smaller.
always only be one of them, but restaurants. However, when I go
as someone in hospitality I want into a restaurant I make people What do you most enjoy about
to reach out to as many people understand I’m not just a talking the industry?
as I can with my food. Volt is a head. I try and stay connected to I wanted to create an
celebratory restaurant, it’s not the stove as much as I can. environment where people could
the place to take little kids (unless gather around with friends and
you’re very patient!) but I have a Is it getting harder to run a family and celebrate or have a
young family so the Family Meal restaurant group these days? great time. Being part of that
restaurant concept came as a In terms of communication it is experience is the reason I get up
result of that. much easier. I don’t know how in the morning.
oraclehosp_ww@oracle.com 65
HALL OF FAME
Why did you decide to open a infrastructure and back up Is it getting easier or harder to
restaurant? team, but when you’re running work in and run a restaurant
I figured that at the age of 42 your own restaurant you don’t these days?
if I didn’t do it now I’d never have the luxury of a big group It’s getting extremely difficult,
do it. It’s every chef’s dream to behind you. You have to set up especially in Hong Kong.
open up their own place. People your operation so that it runs The market is saturated with
sometimes want job security efficiently and you have to be restaurants and competition is
and sometimes they are willing cost effective with everything fierce. With new places opening
to take a risk, and I was willing to you do. every week it’s hard to recruit
take that risk. people. In the old days that
What has been the biggest wasn’t a problem – now it’s very
How did you decide on its style shock with operating your own different.
and approach? restaurant?
My first restaurant was called It takes a huge amount of effort. What is the most enjoyable
Harlan’s and it opened in 2004. You’ve got to put a lot of time, thing about running a
It was boom time in Hong Kong passion and detail into running restaurant?
and people had huge expense a successful restaurant. Over The passion. You’ve got to really
accounts. But I didn’t want to expansion can also kill you, so love what you do. When I see the
do fine dining, I wanted to keep you’ve got to be very careful with customer leave with a smile on
things real and serve tasty food how you expand and make sure their face I know we’ve been a
in a comfortable atmosphere. I you do things step by step. I’ve success.
didn’t want to do anything that seen a lot of people open things
was stuffy. very quickly and that can have a What drives you mad about the
tornado effect. Growth has got to restaurant industry
What has been your biggest be planned carefully. There are a lot of gimmicky
achievement? places that people open and it
I don’t really rate Michelin stars What would you do differently doesn’t make sense – like dining
or other accolades. What I rate next time? in the dark. They are serving
is that I’ve trained a really good You constantly learn, every trendy food but they can’t keep
team of locals, many of whom day. If you don’t learn by your the audience coming back. I
have risen up the ranks. I’m very mistakes then you’re not a very observe and learn from them.
proud of that. Also, I’ve made a good entrepreneur. I always want Those concepts don’t really work.
huge reputation for myself in feedback from my customers but
Hong Kong and different parts of not necessarily about the good What are your pet hates?
Asia, which is important to me. stuff. I want the feedback where As a consumer, if I go out to a
maybe something has gone restaurant I want to be served
What are the biggest wrong. If everybody blows smoke real food that is substantial, tasty
challenges of running your up you and boosts your ego, it’s and value for money. I hate it
own restaurant? all great, but I love negatives as when I don’t get that. That’s what
When you work for a big I can always try to correct them. I offer so I expect that when I eat
group you have a massive That’s my philosophy. out too.
66 www.oracle.com/hospitality
Claude Mariaux, chef-
patron at Tummies
Restaurant, Cafe and Bar in
Cippenham, Berkshire, UK
Why did you decide to open a outside of your control affect How has the business changed
restaurant? you. Competition from large over the years?
When I left school at 16 I decided companies is also a problem. We have grown a lot over the
that I wanted to be a chef as They can afford to give discounts years and have expanded into
cooking was something I loved without compromising their the neighbouring buildings.
to do, so I did a catering course margins, which is something that At the start we seated only
in Switzerland. I then went to we can’t do. 25 people but now we can
a hotel school there and did accommodate in excess of
another course for two and a half What has been your biggest 100. It’s not just the size of the
years. My first job was in a Hyatt achievement? restaurant that has changed but
hotel in America but I decided I don’t stop to think about it. But also the frequency of service. We
to move to London in 1987 with I have a lot of personal pride started serving 30 meals a day
plans to open a small wine bar. In and satisfaction in having built a but now we do more than 2,000
1998 I opened Tummies with my business from nothing. We didn’t a week in the restaurant and at
now ex wife. take on an existing restaurant the outside events we run.
so there was no client base,
How did you decide on its style meaning that we had to create a What advice would you give a
and approach? demand for our food and develop budding restaurateur?
When we opened Tummies we the business from scratch. My Customers are very fickle. They
didn’t know whether it should ability to continue to grow and can be coming for 20 years and
be drinks led or food led so we evolve the business for such a be very loyal to you, but if they
kept our options open. We very long period of time is another have a bad meal and then maybe
quickly found out that there was big achievement. I am very another poor experience they
a demand for food so we tailored proud of that because it takes will write you off. Consistency is
Tummies to that. a lot of energy to keep going in the key to any good restaurant.
this industry. Once people have The fact that we have been
What are the biggest a taste of what it’s like to run a consistent at Tummies is because
challenges of running a restaurant most lose interest. I I have been a constant in the
restaurant? have managed to keep myself business all these years. I’ve
One of the hardest things about motivated and determined. worked hard to ensure standards
being a restaurateur is that the have remained high.
world around you changes a What has been the biggest
lot. People’s drinking and eating shock of running a restaurant? What would you do differently
habits change, their knowledge Hand on heart, it has totally next time?
of food increases and they dominated my life. It’s not a I always wonder what would
become more demanding of business where you can rest have happened if we had opened
a restaurant. We have been on your laurels and this was a in a wealthier location. I’d also
through three recessions in the really big shock for me. You soon have liked to see whether we
UK and the last one was the realise that you are only as good could have had more than one
longest. It is very difficult to as the last meal you serve, which site and expanded further, but I’m
keep things going while factors puts the pressure on. not unhappy with what I’ve got.
oraclehosp_ww@oracle.com 67
HALL OF FAME
How old were you when you Moshi Moshi, which is a conveyor up the brand. There is no strong
opened your first restaurant? belt sushi concept. We currently brand without a strong culture.
I started the first restaurant operate 16 of these restaurants To do this you need to be good at
concept when I was in school and are growing at a pace of four selecting the correct talent and
studying engineering. I saw the per year – we aim to reach 24 by motivating and training people
opportunity to introduce into the end of 2016. We also have a so that they are happy and can
Mexico the crepes-to-go concept brand called La Imperial, which translate what they feel about the
from the streets of Paris and is based on the restaurants of brand to the customers.
launched the La Crêpe Parisienne the 1900s in Mexico City. It is a
brand. This was in 1996 and I was revival of the upscale cantina, What is the least enjoyable
22 years old. which we have taken into the thing about running a
corporate areas of the city. But restaurant?
Why did you decide to open a it’s not a high-end concept, it’s Having to deal with all the
restaurant? casual dining. We have two so far different authorities that are
At the time nobody in Mexico and are about to open a third and constantly inspecting the
was doing crepes. I started with a fourth. The crepe business is restaurants in Mexico and
an opening in a shopping mall also doing really well – we have 15 distracting you from what you
and from there I kept growing. in Mexico and seven in New York. should be doing. But it’s part of
the job. We have such a growing
What inspired you to become a How would you describe the hospitality industry in Mexico
restaurateur? current restaurant scene? that it’s important it is kept in line.
I was an industrial engineer and It is an accelerating industry
a businessman and I wanted to where you can never stop What are your future plans?
extend this further so I started to innovating. There is always space In Mexico, fast food courts are no
apply for business schools. I was for a different creative approach longer offering a fun and healthy
accepted at Harvard Business to something that has already experience. We believe there’s
School and did an MBA from been done. a great opportunity to create a
2001-2003. During this time market where you bring together
my youngest brother managed What is the most enjoyable Mexican chefs and brands to
the crepe business and my thing about running a offer a multi-concept space
middle brother was working in restaurant? where people can choose from
interior architecture for Philippe The ability to create a smile on different restaurants and enjoy
Starck. We are a tight family so the face of an employee who being somewhere that unites
we always wanted to develop a loves what they are doing and to great fast cuisine and design.
company where we could use help them develop professionally We have plans for three of
our different talents, which is why to reach their potential. these spaces with around eight
we founded Grupo MYT. different concepts in each.
What are the biggest
How has the company grown? challenges of running your Describe your approach to the
We have two brands in New York own restaurants? industry
and three in Mexico. One is called Developing a culture that backs I’m always having fun.
68 www.oracle.com/hospitality
Giacomo Moncalvo,
founder of Italian cafe
group Ca’puccino, which
has sites across Italy and
the UK
Why did you decide to open a authentic Italian food. Being able revenue we would take, but to
restaurant? to do that has been my biggest move faster these days you need
My family ran a supermarket achievement – authenticity is more finance in place.
chain in Italy and the way behind everything we do.
they operated it with people, Is it getting easier or harder to
products and logistics as its What are the biggest work in and run a restaurant
core are the three elements that challenges of running your these days?
are also part of the restaurant own restaurants? It is getting harder. The market is
business. I am also really I opened my first site in the UK very competitive and mature in
passionate about food. in Harrods department store the UK and every day somebody
An opportunity came up where in 2008 and focused on it else opens up a restaurant and
a big shopping mall was being having a really authentic Italian becomes a competitor.
built near me and I decided to menu. However, I was having
open a restaurant there. The to train staff of many different What is the most enjoyable
restaurant market in Italy is still nationalities to explain the food thing about running a
growing a lot. and style to our customers and restaurant?
that was fun but tough. London is That every day you are directly in
How did you decide on its style a very difficult market. touch with your customers. I like
and approach? to spend time with my customers
The first restaurant was What has been the biggest and learn from them.
unbranded but we quickly surprise about operating your
decided to concentrate on the own restaurant? What drives you mad about
coffee market, so when we After 10 years I am still learning the restaurant industry
started to properly brand it as new lessons, it’s incredible. The Being directly in touch with
Ca’puccino the first item we UK market is completely different my customers! When they
considered was coffee. At that to the Italian one. Every day I complain they can be very
point the quality of coffee in learn about human resources rude, particularly in the UK. The
cafes across the world was going and how the real estate works in restaurant market can be very
down so we wanted to create a London. You’ve got to work so aggressive.
new chain that was positioned hard to get the right location in
higher in the market in terms of the UK. Describe your approach to
selling better quality coffee as restaurants
well as food. What would you do differently Ca’puccino has a double
next time? meaning. In Italian, ‘ca’ refers
What has been your biggest If I was to go into a new market, to the home, so the name
achievement? such as Germany, I’d ensure I had translates as the home of coffee
In the UK, Italian food represents more finance in place so that I as well as being named after
a big portion of the market but could grow at a faster rate. My the drink. Coffee has been a
it has little authenticity. I wanted plan was to create a chain and I big business driver. We believe
to create an Italian chain run knew how much finance I needed in authenticity, simplicity and
by Italian people and serving based on a certain amount of passion.
oraclehosp_ww@oracle.com 69
HALL OF FAME
Why did you decide to open a and the service and the training. strong team but I’m not at every
restaurant? I write my menus, train my staff, restaurant every single day,
I’ve been cooking meatballs cook with my chefs – that’s part because I can’t be. So I’ve had to
and pasta with my family since of being a restaurateur. learn to give a bit.
I was six years old and then
professionally I started in my What has been the biggest What is the most enjoyable
early twenties. For me it’s bigger shock with operating your own thing about running a
than just cooking – it’s about restaurant? restaurant?
creating concepts, experiences, I was surprised at how busy it It’s more about creating the
designs, food and locations. was. It started off busy and it whole experience of it. Finding
never stopped – it was one of the the location, the concept that
How did you decide on its style most crazy experiences of my fits the area, designing a kitchen
and approach? life. You just have to work harder, and menu and working on
My first restaurant was called and longer! the cocktails, the wine list, the
Graffiato. I grew up in New Jersey uniforms. Sometimes you’re
so I wanted to do food with which What would you do differently? opening a concept that has never
I was familiar – pizzas, pastas and Graffiato has had great reviews been done before, like Kapnos.
Italian flavours – but keep it fun. for four years and has kept that That’s what I really enjoy doing.
consistency. I couldn’t ask for
What are the biggest anything more. As I grow I like What is the least enjoyable
challenges of running your to create different concepts. thing about running a
own restaurant? We’re opening up a cantina and restaurant?
Being a chef, I’m always in the a ramen noodle bar and we’re I enjoy every part of the business.
kitchen and that’s where you’re doing fast casual and sandwich I’ve been very lucky in my career
safest. But when you open up shops. For me, it’s about keeping – our reviews have been great,
your first restaurant, the most it creative and being inspired. our business has been great, our
stressful part is knowing what’s team is great. The only thing you
going on at the front of the Where do you get your worry about is making sure you
house. I spent a lot more time inspiration? do the business, and we’ve been
training and working with the I travel and dine all over the doing the business.
front of house staff, to ensure I place, inside the country and
knew that they understood all outside. I also read a lot. What drives you mad about the
the food and steps of service, restaurant industry?
than I did for back of house. Is it getting easier or harder to No matter how many restaurants
work in and run a restaurant you have and how big your
Does the training work? Are these days? team is, you have to watch
you now able to focus more on If I had one restaurant, I’d know everything that’s going on. From
the kitchen? exactly what was going on there the dishwashers to management,
To this day, every restaurant I all day, every day. I have five you have to keep your eyes on
open I’m involved in everything. restaurants, with a couple more what’s happening, and that’s the
That includes the bar program about to open. I have a very hardest part.
70 www.oracle.com/hospitality
Julien Cohen, founder of
SLJ Cohen, which operates
six restaurants in France
Why did you decide to open a be a place loved by people has Is it getting easier or harder to
restaurant? been the biggest challenge over work in and run a restaurant
At the beginning of my the past 15 years. these days ?
professional life I didn’t know It is getting easier for me
what to do. After a while I What would you do differently because I have a fantastic
decided that the food business next time? organisation and people working
was right for me, because I was I’ve closed two restaurants that with me. But to run restaurants
so passionate about food and were not very successful. One today is harder. My principal
wine, so I was lucky my uncle was in a neighbourhood that problem is employees. It is
had a restaurant in New York. I was not very nice or interesting. really hard to find people who
went there for nine months and The other was a big place, a are passionate and professional
loved it. I came back to France beautiful restaurant close to and it’s getting harder every
and spent a month in Lyon at Les Invalides, but it was just a day. There are lots of fantastic
a restaurant before returning little bit early for me. I jumped guys and girls working in the
to Paris to work for an Italian into an area of business that restaurant business but the
restaurant. While I was there the I wasn’t managing as well – it elite want to go into the best
owner proposed that I became was my first gastronomic Italian places, and when you are not
his partner and so we stayed restaurant. It had 100 seats and gastronomic it is harder.
together for six years. Then I it was too big for the kind of
decided to do my own restaurant. food I do, so I had to close it. You What is the most enjoyable
have to think ‘why did I fail?’. It thing about running a
How did you decide on its style takes you forward. restaurant?
and approach? Having my own place. Being in
The restaurant where I was What has been the biggest your own restaurant and doing
a partner was in Paris’ 6th surprise with operating your it alone and taking the risk is
arrondissement and I wanted own restaurants? amazing. It is the most fantastic
something more simple and The success. When you open thing when customers are happy
accessible. I chose a different your first restaurant you don’t and will come back.
neighbourhood near the Place know what to expect, but very
d’Italie. At the time Italian quickly it was successful. The What is the least enjoyable
restaurants had been brought to first year we were named the thing about running a
France with the French touch, but Best New Bistro and it was a big restaurant?
I wanted to do it in the Italian way shock, but in a positive way. A Employees again. When you
– sometimes the simplest things shock in a negative way would be put everything you have into
are the hardest to achieve. the pressure to stay on top every your business, and you try to
day. When I was a partner it was be a nice boss, sometimes it
What are the biggest different – when you are on your is very hard to have the right
challenges of running your own you don’t have someone to relationship with some people
own restaurant? speak to or to go to for advice. who don’t understand your
To build a place around my ideas Fifteen years on and I still feel direction and what you want
and make sure that it’s going to that pressure. to do.
oraclehosp_ww@oracle.com 71
HALL OF FAME
What inspired you to become a beyond having more than five What is the least enjoyable
restaurateur? restaurants at the start. I never thing about running a
I was travelling the world as a imagined becoming a national restaurant?
management consultant and operator, it just unfolded I used to say it was the
realised that I wanted to do that way. I enjoyed the first operational nightmares that
something customer facing. I restaurant being a 20 minute happened on a daily basis. It’s
spent a lot of time looking at drive from my house to be a relentless challenge running
restaurant concepts and decided honest! a restaurant but I’ve grown to
that I wanted to do something enjoy the game. It’s like that
different. The first place I opened What has been the biggest fairground game ‘bash the mole’
was called Globe and was a surprise with operating your where when you hit one on the
super-trendy high-end takeaway own restaurants? head another one pops up. You
and delivery restaurant. I ran it One of the key challenges, have to be good at the game and
for three years before opening particularly for us, is trying to also enjoy it.
Barburrito in 2005. keep the business fresh. People
said we had started the great Is it getting easier or harder to
How did you decide on its style burrito race and the challenge work in and run a restaurant
and approach? has been to keep things these days?
We were already doing burritos at interesting. We have had three There are a couple of things
Globe and we decided to create a rebrands over the years and this making it harder at the moment,
more simple offer with Barburrito. year we are launching a new such as food inflation and labour
It was a very different brand back take on Barburrito, which opens costs. We are under pressure
then, the menu was different to in Cardiff, Wales, in the summer. with food costs and the challenge
what it is now – it has evolved a lot It’s a fresh design and it’s an is to keep prices down without
over the past 10 years. evolution of what we’ve done compromising on quality. It is
so far. easy to remodel a menu or cut
What are the biggest labour but it shouldn’t be done
challenges of running your What is the most enjoyable if it affects quality. The other
own restaurants? thing about running a challenge is property. The market
When we launched we were restaurant? in the UK is overheated and
one of the first people to do a The thing I didn’t expect but landlords are taking advantage
burrito bar in the UK. Back in realised very early on in the of people overpaying on certain
2005 nobody really knew what a journey is that the restaurant sites. When we take on a lease it’s
burrito was and that was an initial business is all about people. for life – a lot of people just buy
hurdle that we had to overcome. I was really surprised at how up sites to fill in spreadsheets.
quickly people got to the point
Did you always want to open a where they loved the brand. What are your plans for the
group of restaurants? Seeing staff join the company future?
The idea was always to create as crew members and develop We have 11 sites now and we are
a brand that we could roll out into store managers is also very looking to double in size within
but I didn’t have aspirations special. the next 18-24 months.
72 www.oracle.com/hospitality
GLOSSARY
OF TERMS
Don’t know your shoulder periods
from your split sittings? Then let
our A-Z of restaurant terms over
the page guide you...
GLOSSARY OF TERMS
A staff checking back to see if the customer is Executive chef A chef in charge of an
happy with their meal. A common procedure entire kitchen operation. They often
Agency staff Staff that aren’t directly in most casual restaurants oversee the menus across a number of
employed by a business and which are Chef de cuisine A person in charge of all venues
usually brought in to cover very busy activities related to the kitchen Expeditor Someone who communicates
periods or staff absences Chef de partie Someone in charge of a orders and information between the front
Anchor An expensive item placed on a particular area of production. Also known as of house and back of house, making sure
menu to make the rest of the dishes appear a station chef or line cook that food is cooked in the right order and
better value Chip and pin A form of card payment that goes out correctly
Angel investor An investor that uses its own doesn’t require a customer signature
money to help a small business and – usually Commis chef A chef in a kitchen team who F
– provides professional guidance works under a chef de partie
Comp An item or meal given away for free Fast casual Restaurants that can serve large
B Concierge A person that secures restaurant volumes of customers quickly
bookings for hotel guests Fit-out costs The cost of a restaurant’s
Back of house A restaurant’s kitchens, stock Covers The number of seats within a dining room and back of house areas,
rooms and other ancillary areas restaurant. Can also be used to express the including building work and equipment
Bookings platform A third-party company/ number of people a restaurant has served in Footfall The number of people that walk
website that takes bookings on behalf of a a given period past a restaurant
restaurant, usually for a fee Crowdfunding A method of raising capital Footprint The amount of floor space a piece
Breakage The inevitable waste that comes from a large number of people, typically of equipment takes up
with running a business, including loss of using the internet Freehold A property owned outright by a
stock to mistakes and theft restaurateur
Breakeven When expenses equals income D Front of house A restaurant’s dining room
Brigade The collective term for a and bar area
restaurant’s kitchen staff Drag rights A right that enables a majority
Bump bar A rugged unit that kitchen and shareholder or investor to force a minority G
bar staff use to manipulate the information shareholder to join in the sale of a company
on a Kitchen Display Unit GP (Gross Profit) The profit restaurants
Busboy (bus person)A US term for a E expect to make off a particularly menu item.
member of staff who clears tables, takes Most restaurants aim for a GP of 60% to 70%
dirty dishes to the dishwasher and assists Early evening menu A menu served before Grey pound Older diners, typically aged 60
the waiting staff (see Plongeur) the main dinner rush that’s usually cheaper years and over
and designed to be finished in a short time
C to free up the dining room H
EBITDA (Earnings Before Interest, Taxes,
Campers Customers that out stay their Depreciation and Amortization) Net Holding time The time a restaurant holds
welcome when front of house staff are income that can be used to analyse and a booked table for a late guest before
trying to clean up compare profitability between companies the reservation needs to be released to
Casual dining A rapidly growing style of EPoS (also POS) The till system that front of someone else
restaurant in most areas of the world that house staff use to process orders and bills. HVAC The collective term for heating,
offers relatively quick service and good Likely to integrate or communicate with ventilation and air condition systems.
value prices other restaurant IT systems including dining Also referred to as M&E (mechanical and
Check back A member of front of house room management software electrical systems)
74 www.oracle.com/hospitality
K how front of house staff should interact with Shoulder periods Quieter periods within
customers which a restaurant is open. Typically during
KDS (Kitchen Display Unit) A screen that Output The volume a piece of equipment is late morning and mid afternoon
displays what orders a kitchen section capable of, for example the number of pizzas Signature dish A dish for which a restaurant
currently has on an oven can cook in an hour is famous for or specialises in
Sommelier A trained wine waiter who
L P specialises in sourcing and serving wine
Soft launch A trading period shortly after
Lead time The time between an order being PDQ machine A fixed or handheld device opening where food is offered at a discount
placed and food being served used to process card transactions Sous-chef A senior chef who is often
Leasehold Property rented from a landlord Plongeur A European term for a dishwasher second-in-command
Lifetime cost The cost of a piece of or someone who performs menial restaurant Split-sitting The practice of splitting an
equipment over its lifespan, including work (see Busboy) evening service into two or more sittings
energy costs based on average usage Premium The cost of acquiring a lease. Staff turnover The proportion of employees
Does not include rent who leave a business over a set period
M Prix fixeA set menu with a very limited
number of choices available for a fixed price T
Maître d’ The head waiter of a restaurant,
responsible for ensuring the connection Q Table turn The practice of using a table
between kitchen and dining room runs again within a service
smoothly QSR (Quick Serve Restaurant) A fast food Target delivery time The window within
Menu engineering The practice of adjusting establishment which a dish should be served to a customer
the gross margin attached to individual Queue management systems Tools that Tasting menu A usually ambitious and
dishes to create a balanced menu alert customers via a handheld device or by largely fixed menu designed to showcase
Mise en place Carefully placed prepared text message when their table is ready the talents of the chef
ingredients or equipment necessary for Ticketing The process of selling advanced
service. The term can be used both front and R ‘tickets’ for food
back of house Ticket printer A device that prints out order
Multi-functional equipment A piece Retainer A fee paid to a public relations or tickets for kitchen and bar staff.
of kitchen kit that can perform multiple marketing agency to keep their services
tasks – such a frying and baking. Can be Review platforms Sites such as TripAdvisor, U
extremely useful in kitchens where space is where consumers can rate and review their
at a premium restaurant experiences Upsell The selling of a more expensive or
ROI (Return on Investment) A measure of a extra item to boost overall spend per head
N particular investment’s efficiency
V
No-show A customer that hasn’t shown up S
for their reservation Venture capital Finance provided to high-
Service The period a restaurant serves its potential, startup companies
O customers
Service charge An additional percentage W
Off-pitch A restaurant in a central but added to the total bill, often in lieu of tipping.
unusual location The typical percentage differs from country Walk-ins Customers that turn up at a
Order of service A document that sets out to country restaurant without booking
oraclehosp_ww@oracle.com 75
Contact us:
www.oracle.com/hospitality
OracleHosp_ww@oracle.com