The Food Service

Industry
 FINE DINING

Jean Georges REVIEW THE WEBSITE

www.jean-georges.com/
 REVIEW THE WEBSITE
Daniels
https://www.danielboulud.com
Rang Mahal
VERANDA
CASUAL DINING
QUICK SERVICE
Food Service Origins -
Commercial
Hotel Restaurants
The Roman Catholic Church
Hospices in the Middle Ages

15th Century
Hospices de Beaune, Burgundy
English Inns
Ale Houses in the 1400s

14th Century
Tabard, Southwark, London
17th Century
The George Inn, Southwark
London
 American Inns
17th Century

18th Century
Wayside Inn, Sudbury, MA
Large Hotels – Early 1900s

19th Century
The Grand Hotel, Vienna
Oldest Hotel operated by 52
generations of the same
family for over 1300 years.
705 AD
Nishiyama Onsen Keiunkan
Hayakawa, Yamanashi Prefecture,
Japan
Freestanding Restaurants
 The Coffeehouse Concept

17th Century
Coffeehouses
 The Restaurant

17th Century
Le Procope, Paris
19th Century
Delmonico’s,
New York
The Big Chain Restaurants

20th Century
Railway Restaurants, USA
Fred Harvey
20th Century
Self Service Restaurants, USA
John R. Thompson
20th Century
Drive In Restaurants, USA
20th Century
Quick Service Franchising, USA
A & W Restaurants
Howard Johnson’s
 The Organization of
Commercial Operations

 The Independents – One or more owners who have one or more

properties with no chain relationship. “Mom & Pop Operations”

 Chain Restaurants – A multi-unit organization – often have the

same menu, purchase supplies & equipment cooperatively, &
follow operating procedures that have been standardized for
every restaurant in the chain.

 Franchises – A category of chain restaurants – the franchisee

pays fee to the franchisor in exchange for the right to use the
franchisor’s name, building design, & business methods.
Chain Restaurants
PROS CONS

 Can readily acquire cash,  Bureaucracy

credit & long term leases on
land & buildings  Slow to changes in market

 Can experiment  Slow to changes in

economic conditions
 Can afford specialists
 Loss of motivation over time
 Easy information generation in top management
 Franchises
PROS
 Start up assistance
 Training programs & material
 Country wide contribution towards
local advertising campaigns
 More revenue generation due to
extensive advertising
 Greater name recognition
 Consistency of products & services
 Lower food cost due to volume
purchasing
 Tested operating procedures
 Ease in recruitment
CONS
 Restrictive contract
 Can’t change menu, style of
operation, services offered,
methods of operation
 Set menu, décor, furnishings,
equipment
 Restrictions can cause
disagreements
 High franchise fee, royalty,
marketing expense
 WATCH

Gordon Ramsay's Top 10 Rules For Success

(@GordonRamsay)

The Founder

READ

https://www.webstaurantstore.com/article/3/independent-
ownership-franchise-pros-cons.html
https://www.webstaurantstore.com/article/73/restaurant-
franchise-advantages-and-disadvantages.html
WATCH

“Julie & Julia”

 Julia Child

`”Mastering the Art of French Cooking” “Julia Child’s Kitchen”

“The French Chef Cookbook”
PART 1
 IDENTIFY MARKET AREA
CHARACTERISTICS
• AREA’S VOLUME OF RETAIL SALES
DEMOGRAPHICS: • TYPES & NUMBER OF BUSINESSES
• AGE • TRANSPORTATION
• GENDER • IMPACT OF TOURISM
• EDUCATION LEVEL
• MARITAL STATUS
• NUMBER OF CHILDREN POSITIVE & NEGATIVE TRENDS
• FAMILY INCOME
• TYPE OF EMPLOYMENT
• LOCATION OF RESIDENCE
 EVALUATING
THE PROPOSED SITE
NO. OF PEOPLE LIVING OR WORKING IN THE VICINTY:
• SURROUNDING METROPOLITAN AREA
• WITHIN WALKING DISTANCE
• WITHIN EASY DRIVING DISTANCE

• PARKING
• TRAFFIC FLOW PATTERNS
• EXITS FROM MAIN ROADS/HIGHWAYS
• OTHER ATTRACTIONS IN THE VICINITY
• ACCESSIBILITY
• VISIBILITY
 ANALYZING THE COMPETITION
CREATE AN INVENTORY OF ALL THE COMPETING F & B FACILITIES IN THE
PROJECTS MARKET AREA AND ANALYSE THEM ON:

• LOCATION
• TYPE OF RESTAUARNT
• SOURCE & VOLUME OF BUSINESS
• DAYS & HOURS OF OPERATIONS SWOT ANALYSIS
• MENU PRICES
• GUEST CHECK AVERAGE
• TYPE OF SERVICE
• NUMBER OF SEATS
• MENU MIX
•
•
ENTERTAINMENT
PROMOTIONAL EFFORTS
USP
• CHAIN AFFILIATION
 ESTIMATING DEMAND

SURVEYS:

• PERSONAL INTERVIEWS
• DIRECT MAIL / EMAIL
• SOCIAL MEDIA QUESTIONS
• MARKETING RESEARCH COMPANIES

QUESTIONS:

• HOW OFTEN DO THEY DINE OUT?

• FOOD PREFERENCES?
• HOW FAR ARE THEY WILLING TO TRAVEL?
• HOW MUCH TIME DO THEY SPEND ON
BREAKFAST/LUNCH/DINNER?
• HOW MUCH MONEY WOULD THEY SPEND ON EACH MEAL
PERIOD?
PROJECTING OPERATING RESULTS

SEE FILES
STARBUCKS
https://www.youtube.com/watch?v=LZVCLVGymmo

MCAFE

https://www.youtube.com/watch?v=Kra1eWAiKvE

COSTA COFFEE
https://www.youtube.com/watch?v=Zsvep3Nh_uI

TIM HORTONS
https://www.youtube.com/watch?v=G5N
6uLm2oA8

Coffee Bean & Tea leaf

https://www.youtube.com/watch?v=mFw
szArlx74&frags=pl%2Cwn
 WATCH

“Common Mistakes New Restaurant Owners Make”

https://www.youtube.com/watch?v=ah12
H78xFbk
PART 2

FOOD & BEVERAGE

MARKETING
 MARKET
RESEARCH

PROPERTY COMPETITION MARKET

ANALYSIS ANALYSIS ANALYSIS
TALKING & OBSERVING
 WWW.CONCEPT971.COM
ADD INFO/PARTICIPATE IN SURVEY

SELECT TARGET MARKET
“High Tea for Ladies”
DETERMINE OBJECTIVES
“Generate Rs. 105,000/- per
week incremental revenue
by selling 10 high teas for 2 a
day for Rs. 1,500

“EVALUATE & REVISE”

▪ Assess incremental revenue
▪ Interview guests
▪ Input from employees MARKETING PLAN

CREATE ACTION PLAN

▪ Social Media Posts/Ads 3/week
▪ Magazine Ad 1/month
▪ SMS Marketing
▪ Website Banner
▪ WRITTEN
▪ Table Talkers
▪ UNDERSTANDABLE
▪ Loyalty Card
▪ REALISTIC YET CHALLENGING
▪ SPECIFIC YET MEASUREABLE
 INTERNAL SELLING
SUGGESTIVE SELLING INTERNAL MERCHANDISING

SPECIAL PROMOTIONS
 SOCIAL
SELLING

ADVERTISING
EXTERNAL
SELLING
ELECTRONIC
ADVERTISING

PR
& PUBLICITY
 TEXTS
BILLBOARDS SPONSORSHIP
BROCHURES
NEWSPAPERS
ADVERTISING
RADIO
TV
HIGH FOOTFALL
MAGAZINES EVENTS SITES

DIRECT MAIL
FLYERS Rs.
SOCIAL MEDIA
INTERNET BANNERS
PUBLICITY
WATCH (BRANDING)

https://www.youtube.com/watch?v=ans3xos8VZI
Some Instagrams to follow
beautifulcuisines

bbcfood

topcitybites

michelinguide

top_nyc_restaurants

top_london_restaurants

bonappetitmag

zagat
WATCH
Michelin Stars The Madness of Perfection

READ (BRANDING)

https://www.entrepreneur.com/article/77408
How Starbucks became a $80 B business

https://www.youtube.com/watch?v=XUBeH7VQaFY
SECRETS OF THE ROYAL KITCHEN
 To Watch

Secrets of The Royal Kitchen (Royal Family

Documentary) - Real Stories
https://www.youtube.com/wat
ch?v=did6mMxAI6U
+
Questions

◼ Why did I make you see this documentary?

◼ What did you learn from it?

◼ Whatcan we apply from this at our food &

beverage outlet?

◼ What is your favorite scene?

+

THE FUNDAMENTALS OF
MANAGEMENT
+
RESOURCES
PEOPLE MONEY
+ THE MANAGEMENT PROCESS
Information
Review Communication
Measure PLANNING Flexibility
Assess Implementation

EVALUATING ORGANIZING

How to assemble
& use limited resources
Control Systems to attain objectives ?
SOPS Empowerment

CONTROLING COORDINATING
Hiring
Supervising Screening
Scheduling Job Specifications Assigning
Disciplining Communication
Delegation
DIRECTING STAFFING Accountability
+
E-Recruitment & Selection

Catererglobal Company sites

Monster Restaurant sites

Linkedin Hotel sites

Bayt

Jobrapido

Naukri & many more

+
+ THE SEQUENCE OF PLANNING
FOR TOP LEVEL MANAGERS
+ “Your vision statement is your inspiration, the framework
for all your strategic planning. What you are doing when
creating a vision statement is articulating your dreams and
hopes for your business. It describes what you are trying
to build and serves as a touchstone for your future
actions.”

“A mission statement is a brief description of a company's

fundamental purpose. It answers the question, "Why does
our business exist?” The mission statement articulates the
company's purpose both for those in the organization and
for the public.”
+
MISSION VS. VISION STATEMENT

MISSION VISION
ANSWERS WHY? WHAT?
DEFINITION STATEMENT SNAPSHOT
LENGTH SHORT LONG
PURPOSE INFORMS INSPIRES
ACTIVITY DOING SEEING
SOURCE HEAD HEART
EFFECT CLARIFIES CHALLENGES
+

OUR MISSION
To inspire and nurture the human spirit – one person, one cup and one
neighborhood at a time.

OUR VALUES
With our partners, our coffee and our customers at our core, we live
these values:
Creating a culture of warmth and belonging, where everyone is
welcome.
Acting with courage, challenging the status quo and finding new ways to
grow our company and each other.
Being present, connecting with transparency, dignity and
respect. Delivering our very best in all we do, holding ourselves
accountable for results.
We are performance driven, through the lens of humanity.
+

"Our mission is to create an environment where

absolute guest satisfaction is our highest
priority."
+

“To provide the tools and knowledge to allow

entrepreneurs to compete successfully in the fast
food industry worldwide, by consistently offering
value to consumers through providing great tasting
food that is good for them and made the way they
want it."
+

Ensuring that better food, prepared from whole,

unprocessed ingredients is accessible to
everyone.
+

“Sell more pizza, have more fun!”

+

“Make amazing food - Offer warm welcoming

service - Give back to the neighborhood - Run an
efficient, profitable business - Make Flour a better
place for both our customers and ourselves.”
+

“At Il Fornaio, our mission is to provide our guests

with the most authentic Italian experience outside of
Italy.”
+

“To help citizens of the world live better by making

healthy food convenient & affordable.”
+
+

ARTICLE TO READ

https://www.thebalance.com/business-plans-the-
basics-of-creating-a-business-plan-1794264
 MANAGER/OWNER RESPONSIBILITIES
+ & RELATIONSHIPS

PRIMARY GROUPS
- Guests (Consumers)
- Owners (Boards of
Food Service Directors)

Manager - Area/Regional Directors

(in a multi – unit
organization)
- Other Managers
- Employees

SECONDARY GROUPS
- Suppliers
- Local Community
- Government Regulatory
Agencies
+
To watch

VIDEO = Sweetgreens

https://www.youtube.com/watch?v=o2MNNP
X_x1I#action=share

https://www.youtube.com/watch?v=2
D6CPlSCv5Y&frags=pl%2Cwn
+

ARTICLE TO READ

https://blog.hubspot.com/marketing/inspiri
ng-company-mission-statements
RESEARCH & READ

IAN SCHRAGER

ARTICLE TO READ
https://www.businessinsider.com/ian-schrager-what-is-
luxury-today-boutique-hotel-design-comfort-2019-3

ANDREE PUTMAN