Cbapter 2: KInds & CbaracterIstIcs oI

Restaurants & TbeIr Owners

CbaIn or Independent
FrancbIsed
QuIck-ServIce
Fast CasuaI
FamIIy
CasuaI
FIne-DInIng
2
KInds & CbaracterIstIcs oI
Restaurants & TbeIr Owners
Steak House
SeaIood
EtbnIc
Tbeme
CbeI-Owned
Women CbeIs & Restaurant
Owners
CentraIIzed Home DeIIvery
3
CbaIn or Independent
CbaIn restaurants Iavc
somc advaniagcs & somc
disadvaniagcs ovcr
indcpcndcni rcsiauranis.
TIc advaniagcs includc.
rccogniiion in iIc
marlciplacc, grcaicr
advcriising cloui,
sopIisiicaicd sysicms
dcvclopmcni & discounicd
purcIasing.

CbaIn or Independent
Independent restaurants arc
rclaiivcly casy io opcn.
TIc advaniagc for iIc
indcpcndcni rcsiauraicur is
iIai iIcy can do iIcir own
iIing" in icrms of conccpi
dcvclopmcni, mcnus, dccor &
so on.
Somc indcpcndcni rcsiauranis
will grow inio small cIains &
largcr companics will luy iIcm
oui.

FrancbIsed Restaurants
FrancIising involvcs iIc
lcasi risl.
Fcsiaurani formai,
including luilding dcsign,
mcnu & marlciing plans,
Iavc alrcady lccn icsicd in
iIc marlciplacc.
Lcss lilcly io go lclly up"
iIan indcpcndcni
rcsiauranis.
Training is providcd.
Marlciing & managcmcni
supporis arc availallc.

FrancbIsed Restaurants
To opcn a francIisc iIcrc is a
francIising fcc, a royaliy fcc,
advcriising royaliy & rcquircmcnis
of sulsianiial pcrsonal nci woriI.
FrancIisors Iclp.
Siic sclcciion
Fcvicw of any proposcd siics
Assisi wiiI dcsign & luilding
prcparaiion
Hclp wiiI prcparaiion for opcning
Train managcrs & siaff
Plan & implcmcni prc-opcning
marlciing siraicgics
Conduci unii visiis & providc on-going
opcraiing advicc

QuIck-ServIce
TIc Plaic Housc, opcncd
in iIc 18s, was iIc 1
si
lnown quicl-scrvicc
rcsiaurani.
TIcy scrvcd a quicl luncI
in aloui 1 minuics.
Ouicl food produciion
iimc is lcy.
Many quicl-scrvicc
rcsiauranis prccool or
pariially cool food so iIai
ii can lc finisIcd off
quiclly.
8
QuIck-ServIce
TIc scgmcni includcs all
rcsiauranis wIcrc iIc food
is paid for lcforc scrvicc.
Limiicd mcnus fcaiuring
lurgcrs, cIiclcn in many
forms, iacos, lurriios, Ioi
dogs, frics, gyros, icriyali
lowcls & so on.
Coal is io scrvc maimum
numlcr of cusiomcrs in
minimum amouni of iimc.

Fast CasuaI
Dcfining iraiis arc.
TIc usc of IigI qualiiy
ingrcdicnis
FrcsI madc io ordcr mcnu
iicms
HcaliIy opiions
Limiicd or sclf-scrving formais
Upscalc dccor
Carry-oui mcals
1
akery-CaI
Mainly quicl-scrvicc
csiallisImcnis.
Diffcrcni iIan a lalcry in iIai
iIcy scrvc soups, salads &
sandwicIcs.
Many lalc off goods iIai arc
prcparcd clscwIcrc or do final
proofing aficr rccciving goods.
Many usc ccniral commissary
sysicms.
Variciy of sciiing, producis &
amliancc.
11
FamIIy
Crcw oui of coffcc sIop
siylc rcsiaurani.
Arc frcqucnily locaicd in
or wiiIin casy rcacI of
iIc sulurls.
Arc informal wiiI a
simplc mcnu & scrvicc
dcsigncd io appcal io
familics.
Somc offcr winc & lccr
lui mosi offcr no
alcoIolic lcvcragcs.
12
CasuaI
Fiis iIc socicial ircnd
of a morc rclacd
lifcsiylc.
Dcfining faciors
includc.
Signaiurc food iicms
Crcaiivc lar mcnus or
cnIanccd winc scrvicc
A comforiallc, Iomcy
dccor
13
FIne DInIng
Cuisinc & scrvicc is cpcnsivc
& lcisurcly.
Vcry low iallc iurnovcr (can lc
<1i.
Cusiomcrs dinc on spccial
occasions & lusincss
rclaiions.
Usually propricior- or parincr-
owncd.
Fcsiauranis arc small, usually
lcss iIan 1 scais.
1
EconomIcs oI FIne
DInIng
Epcnsivc, avcragc cIccl runs $ or morc
HigI rcni
Largc PF ludgcis
HigI lalor cosis duc io iIc ncccssiiy of IigIly
cpcricnccd cmployccs
MucI of iIc profiis comc from winc
Tallcs, lincn, disIcs, dccor vcry cosily
1
FIne DInIng Menus
Epcnsivc, imporicd iicms.
Foic Cras
Caviar
Trufflcs
Prcscniaiion vcry imporiani.
Focus on visual, audiiory &
psycIological cpcricncc.
Eicnsivc, cpcnsivc winc
lisi.
1
Steak Houses
Limiicd mcnu caicrs io
a wcll-idcniificd
marlci.
Scrvicc rangcs from
wall-up io IigI cnd.
HigI food cosis (as
IigI as i & low
lalor cosis (as low as
12i.
Majoriiy of cusiomcrs
arc mcn.
1
Steak Houses
HIgb-end operatIons:
May Iavc salcs of $
million or morc pcr ycar
Scrvc wcll-agcd lccf
HigI pcrccniagc of winc &
Iard liquor salcs
Low-end operatIons:
Salcs of $, or lcss
pcr ycar
Dccr & modcraicly priccd
winc
18
Types oI Steak
Sicals vary from a fcw ounccs io 2 ounccs!
Tcndcrloin is mosi icndcr & runs along lacllonc.
T-lonc is cui from iIc small cnd of loin.
PoricrIousc coniains T-lonc & piccc of icndcrloin.
Ncw Yorl Sirip is a compaci, dcnsc, lonclcss cui of mcai.
Dclmonico sical (or clul sicali is a small, oficn loncd sical,
ialcn from iIc froni scciion of iIc sIori loin.
Sirloin sicals comc from jusi in froni of iIc round, lciwccn iIc
rump & iIc sIanl.
Wci agcd. Mcai iIais wrappcd in cryovac, scalcd & rcfrigcraicd
for scvcral days.
Dry agcd. Talcs placc undcr a conirollcd icmpcraiurc,
Iumidiiy & air flow proccss iIai causcs wcigIi loss of 1 or
morc.
1
SeaIood
In Colonial Amcrica, scafood was a siaplc
food in iIc iavcrns.
Many scafood rcsiauranis arc owncd &
opcraicd ly indcpcndcni rcsiaurani owncrs.
Fcd Lolsicr, wiiI rcsiauranis, is iIc
largcsi cIain, wiiI $2. lillion in annual
salcs & avcragc salcs pcr rcsiaurani of
almosi $3 million.
Farm-lrcd fisI is cIanging iIc cosi & lind
of fisI iIai arc rcadily availallc.
FrcncI-farmcd salmon, grown in pcns,
ouinumlcr wild salmon from iIc occan ly
io 1.
Scafood priccs coniinuc io risc lui arc in
compciiiion wiiI sIrimp grown in Mcico,
India & DangladcsI.
Aquaculiurc is prcdicicd io grow & may
lring iIc pricc of scafood down dramaiically.
2
EtbnIc
Mcican.
Mcnu is oficn luili around ioriillas,
ground lccf, cilaniro, cIilcs, ricc &
lcans.
Fclaiivcly incpcnsivc lccausc of iIc
small pcrccniagc of mcai uscd,
wIicI rcsulis in a food cosi of lcss
iIan 28 of salcs.
Lalor cosis arc also low lccausc
many of iIc cmployccs arc firsi-
gcncraiion Amcricans or rcccni
immigranis willing io worl ai
minimum wagc.
Mcnus, dccor & music in Mcican
rcsiauranis arc oficn colorful &
cciiing.
21
EtbnIc
ItaIIan Restaurants
Iialian rcsiauranis, including
pizza cIains, loasi iIc largcsi
numlcr of ciInic rcsiauranis in
iIc Uniicd Siaics.
Offcr an array of opporiuniiics for
would-lc francIisccs &
cnircprcncurs.
Owc iIcir origins largcly io poor
immigranis from souiIcrn Iialy,
cnircprcncurs wIo siaricd small
groccry siorcs, lars & rcsiauranis
in Iialian ncigIlorIoods.
Pizza is naiivc io Naplcs & ii was
iIcrc iIai many Amcrican
soldicrs, during World War II,
lcarncd io cnjoy ii.
22
EtbnIc
CIincsc Fcsiauranis.
Fcprcscni a small pcrccniagc of all
rcsiauranis in Amcrica.
Hisiorically, iIcy arc owncd ly
Iardworling ciInic CIincsc familics.
TIc cooling rcvolvcs around iIc wol, a
largc mcial pan wiiI a roundcd loiiom.
CIina is dividcd inio culinary disiricis.
SzccIuan, Hunan, Canioncsc & NoriIcrn
siylc ccnicrcd in Dcijing.
Canioncsc food is lcsi lnown in iIc Uniicd
Siaics & Canada for iis dim sum (small
liicsi, sicamcd or fricd dumplings siuffcd
wiiI mcai or scafood.
SzccIuan food is disiinguisIcd ly iIc usc
of Ioi pcppcrs.
CIincsc cooling siylcs rcflcci iIc placcs in
CIina from wIicI iIc cIcfs camc.
23
Tbeme
Duili around an idca cmpIasizing
fun & faniasy.
Clamorizc sporis, iravcl, cras in
iimc.
Cclclriiics arc ccniral io many
iIcmc rcsiauranis (somc arc
owncrsi.
SIori lifc cyclc comparcd io oiIcr
iypcs of popular rcsiauranis.
Do wcll ouisidc major iourisi
aiiraciions.
Locals iirc of iIc Iypc wIcn food is
oficn poor.
Mosi of iIc profiis comc from
mcrcIandisc noi food salcs.
TIc cosi of mosi of iIc largc iIcmc
rcsiauranis is IigI, loiI in capiial
cosis & in opcraiions.
2
Tbeme CategorIes
Hollywood & iIc movics.
Sporis & sporiing cvcnis.
Timc-iIc good old days.
Travcl-irains, plancs &
sicamsIips.
Ecology & iIc world
around us.
2
Pari of Amcrican iradiiion
of family rcsiauranis.
Pulliciiy is lcy in gaining
aiicniion.
Onc of iIc lcsi-lnown
Iusland-and-wifc
culinary icam is Wolfgang
Pucl & Darlara Lazaroff.
Spago
CbeI-Owners
2
dvantages:
Having an cpcricnccd, IigIly moiivaicd pcrson in
cIargc.
Namc oficn alrcady lnown & synonymous wiiI grcai
food.
Can lc vcry profiiallc.
DIsadvantages:
CIcfs oficn lcss lnowlcdgcallc aloui iIc numlcrs".
Can oficn malc morc moncy worling as a cIcf in a
namc rcsiaurani.
Locaiion & oiIcr faciors arc jusi as imporiani for
succcss as food prcparaiion & prcscniaiion.
CbeI-Owners
2
Women CbeIs & Restaurant Owners
TIc iypical" rcsiaurani
managcr of iIc fuiurc may lc
a woman.
TIosc wiiI siamina &
amliiion may lc lciicr suiicd
for managcmcni iIan arc
mcn wiiI similar
laclgrounds.
Ii is agrccd iIai womcn arc
morc conccrncd wiiI dciails,
saniiaiion & appcarancc.
Womcn arc morc lilcly io lc
scnsiiivc & cmpaiIciic wiiI
cusiomcrs.
28
CentraIIzed Home DeIIvery
Restaurants
Ccniralizaiion rcduccs iIc cosis of ordcr
ialing, food prcparaiion, & accouniing.
Marlciing cosis may noi dccrcasc.
Homc dclivcry ccnicrs vcrify & proccss crcdii
card informaiion & usc compuicrs io pcrform
iIc accouniing.
Ordcr ialing & accouniing can lc donc ai any
locaiion connccicd io iIc Inicrnci, locally or
inicrnaiionally.
TIc sysicm docs noi cvcn rcquirc iIai
opcraiors lnow wIai iIc cusiomcr Ias
ordcrcd; iIcy simply iransmii iIc ordcr io a
dclivcry pcrson.
2
TIc End
Copyright 2008 John Wiley & 8ons. nc.