What Is a Casual-Service

(Midscale) Restaurant?

A sit-down restaurant offering alcoholic

beverages that markets to singles,
couples, and businesspersons with check
averaging lower than that of an upscale
restaurant and higher than that of a family-
service restaurant in its geographic area.

Discovering Hospitality and Tourism, 2nd Ed.

Ninemeier and Perdue
© 2008 Pearson Education, Inc.
Upper Saddle River, NJ 07458
O.H. 13.1
Some Responsibilities of Casual-
Service Restaurant Managers
Are Similar to Managers in Other
Segments
• Forecast future business volumes
• Assure that resources are available to
serve guests
• Utilize effective supervision practices
• Facilitate teamwork efforts

Discovering Hospitality and Tourism, 2nd Ed.

Ninemeier and Perdue
© 2008 Pearson Education, Inc.
Upper Saddle River, NJ 07458
O.H. 13.2
Some Responsibilities of Casual-
Service Restaurant Managers
That Differ from Managers in
Other Segments
• Special concerns about the service of
alcoholic beverages
• Use of a kitchen manager rather than a
chef
• Those in multi-unit chains must
incorporate menus, staffing patterns, and
procedures developed by others

Discovering Hospitality and Tourism, 2nd Ed.

Ninemeier and Perdue
© 2008 Pearson Education, Inc.
Upper Saddle River, NJ 07458
O.H. 13.3
 Possible Menu Categories in
Casual-Service Restaurants
• Appetizers • Fajitas
• Soups • Side dishes
• Salads (accompaniments)
• Lunch specials • Healthy items
• Seafood entrées • Nonalcoholic beverages
• Poultry entrées • Premium drinks (typically
• Hamburgers tied to a promotion with
liquor distributors or
distillers)
• Beer, wine, spirits

Discovering Hospitality and Tourism, 2nd Ed.

Ninemeier and Perdue
© 2008 Pearson Education, Inc.
Upper Saddle River, NJ 07458
O.H. 13.4
 Some Guests in Casual-Service
Restaurant Bars:

• Are waiting for a table in the restaurant.

• Are consuming their meal in the bar.
• Have returned to the bar after consuming
their meal in the restaurant.
• Are visiting the property only for beverage
service.

Discovering Hospitality and Tourism, 2nd Ed.

Ninemeier and Perdue
© 2008 Pearson Education, Inc.
Upper Saddle River, NJ 07458
O.H. 13.5
 Special Alcoholic Beverage
Concerns in Casual-Service
Properties
• Bars are integral to the restaurant’s
layout/design
• Many young people visit these properties
• Managers must utilize special
concerns/tactics as they monitor
alcoholic beverage service
• Proper training is critical

Discovering Hospitality and Tourism, 2nd Ed.

Ninemeier and Perdue
© 2008 Pearson Education, Inc.
Upper Saddle River, NJ 07458
O.H. 13.6
 Midscale (Casual Dining)
Restaurants: Route to the Top

Discovering Hospitality and Tourism, 2nd Ed.

Ninemeier and Perdue
© 2008 Pearson Education, Inc.
Upper Saddle River, NJ 07458
O.H. 13.7
 Challenges Confronting
Casual-Service Restaurants

• Labor resources (high turnover rates)

• Finding the correct balance between
quality and costs
• Finding ways that allow technology to
be helpful
• Increased competition

Discovering Hospitality and Tourism, 2nd Ed.

Ninemeier and Perdue
© 2008 Pearson Education, Inc.
Upper Saddle River, NJ 07458
O.H. 13.8