Transcript The Restaurant Business Culinary Arts, Restaurant

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The Restaurant Business
Culinary Arts, Restaurant Development,
and Classification
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©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Culinary Arts
• Culinary Arts…
– The French are credited with culinary art,
largely due to two main events
• French Revolution
• Thomas Jefferson
– French cuisine and its foundations
• Mother sauces
• Nouvelle cuisine (lighter cuisine)
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Culinary Arts
• Culinary Arts (cont.)…
– American Adaptation
• Infusion
– Blending of flavors and techniques of two cuisines
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Some Culinary Greats
• Culinary Greats…
– Auguste Escoffier
• Patron Saint of Cooking
– Julia Child
– Martha Stewart
– Emeril “BAM” Lagasse
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Some Culinary Greats
• Culinary Greats (cont.)…
– Charlie Trotter
• Considered America’s finest
– Alice Waters
– Paul Prudhomme
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Chefs of Today Need to Possess
• Need to Possess…
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Cooking skills
Employability traits
People skills
Menu development
Nutrition
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Chefs of Today Need to Possess
• Need to Possess (cont.)…
– Sanitation/Safety
– Accounting
– Computer Training
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Recipe For Safety & Sanitation
• Safety & Sanitation…
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Wash Hands Often
Keep it Clean
Avoid the Danger Zone
Train and Educate
Have the Right Attitude
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Recipe For Safety & Sanitation
• Safety & Sanitation (cont.)…
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Know Your Equipment
Be HACCP Friendly
Use Your Health Department
Equip Your Staff
Stay Informed
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Describing Foodservice
Organizations
• Foodservice Organizations …
– Operating philosophy
• Philosophy of owner/operator
• Expression of ethics, morals, and values
– Mission goals and objectives
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Who Is the Guest?
• Guest…
– Target market customer
• Niche - specific share of a market
– Catchment area
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Who Is the Guest?
• Guest (cont.)…
– Demographics
• Average number of people equals 500 per
restaurant
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Market Share
• Fair Market Share…
– Number of potential guests/number of
restaurants
– 5000/25 restaurants = 200 people
• Actual Market Share…
– Actual number of guests each restaurant serves
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Concept Elements
• Concept…
– Created with customer in mind
– Location
– Theme and design
• Ambience
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Menu Planning
• Menu Planning…
– A la carte
– Table d’ hote
– Du jour
– Tourist menus
– California menus
– Cyclical menus
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Menu Design and Layout
• Design and Layout…
– The Menu is a sales tool and motivation device
• Affects what and how much is ordered
• Tools include paper, color, and artwork
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Menu Design and Layout
• Design and Layout (cont.)…
– Menu Engineering
• Approach to setting menu prices and controlling
costs
• Principle that food cost percentage is not as
important as total contribution margin
• Establishes what is to be added, dropped,
repositioned, or left alone on the menu
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Considerations for Menu Design
• Menu Design…
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Needs and desires of guests
Capabilities of cooks
Equipment capacity and layout
Consistency
Pricing
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Considerations for Menu Design
• Menu Design (cont.)…
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Nutritional analysis
Accuracy in menu
Menu analysis
Menu design and layout
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Classifications of Restaurants
• Classifications…
– Americans eat out 200 times a year
– 50% of guests visit a restaurant on their
birthday
– Most popular meal period is lunch
– National Restaurant Association
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Full-Service Luxury Restaurants
• Full-Service…
– Good selection of menu items made on premises
– Fine Dining Hall of Fame
• Le Bec Fin
• Spago
– There are few national chains
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Specialty Restaurants
Quick Service
• Quick Service…
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Theme related
$111 billion annual sales
Better known as fast food
Limited menus
Guest helps defray labor costs
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Quick Service
Hamburger
• Hamburger…
– McDonald’s and Ray Kroc
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Added breakfast
Expanding overseas
Co-develop sites with gasoline companies
$33 billion worldwide sales
Drive thru
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Quick Service
Pizza
• Pizza…
– Local and regional chains all with delivery
service
– $20 billion market
– Four major chains
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Pizza Hut
Domino’s
Papa Johns
Little Caesars
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Quick Service
Chicken
• Chicken…
– KFC is market leader
• Home delivery
• “3 in 1” restaurants
– Other chains
• Church’s Chicken
• Popeye’s
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Other Types of Restaurants
• Other Types…
– Steakhouses
• New growth area
• Outback Steakhouse
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Seafood restaurants
Pancake restaurants
Sandwich restaurants
Family restaurants
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Ethnic Restaurants
• Ethnic…
– Independently owned and operated
– Mexican restaurants are largest growth segment
– Different types are developing
• Thai
• Indian
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Casual Dining/Dinner House
• Casual…
– Relaxed atmosphere with trend towards casual
• Houston’s
– Chain or independent
– Ethic and theme
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Celebrity Restaurants
• Celebrity…
– Owned by celebrities such as Michael Jordan,
Dan Marino, Steven Segal, Gloria Estefan,
Junior Seau, Denzel Washington
– Seau’s San Diego
– All Star Café
– House of Blues
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker
Trends in Restaurant
Development
• Trends…
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Demographics
Branding
Alternative outlets
Globalization
Continued diversification
More hyper-theme restaurants
Chains vs. Independents
©2004 Pearson Education, Inc.
Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First Edition
John Walker