An authoritative, up-to-date, and one-stop guide to the restaurant business
In the newly revised The Restaurant: From Concept to Operation, Ninth Edition, accomplished hospitality and restaurant professional John R. Walker delivers a comprehensive exploration of opening a restaurant, from the initial idea to the grand opening. The book offers readers robust, applications-based coverage of all aspects of developing, opening, and running a restaurant.
Readers will discover up-to-date material on staffing, legal and regulatory issues, cost control, financing, marketing and promotion, equipment and design, menus, sanitation, and concepts. Every chapter has been revised, updated and enhanced with several industry examples, sidebars, charts, tables, photos, and menus.
The Restaurant: From Concept to Operation, Ninth Edition provides readers with all the information they need to make sound decisions that will allow for the building of a thriving restaurant business. The book also offers:
- A thorough introduction to the restaurant business, from the history of eating out to the modern challenges of restaurant operation
- A comprehensive exploration of restaurants and their owners, including quick-casual, sandwich, family, fine-dining, and other establishments
- Practical discussions of menus, kitchens, and purchasing, including prices and pricing strategies, menu accuracy, health inspections, and food purchasing systems
- In-depth examinations of restaurant operations, including bar and beverage service, budgeting and control, and food production and sanitation
An indispensable resource for undergraduate and graduate restaurant and food management services and business administration students, The Restaurant: From Concept to Operation, Ninth Edition is also perfect for aspiring and practicing restaurant owners and restaurant investors seeking a one-stop guide to the restaurant business.
Table of Contents:
Preface vii
Acknowledgments xi
Part One
Restaurants, Owners, Locations,
and Concepts 1
Chapter 1
Introduction 3
Early History of Eating Out 5
French Culinary History 6
Birth of Restaurants in America 7
Challenges of Restaurant Operation 14
Buy, Build, Franchise, or Manage? 16
Starting from Scratch 19
Restaurants as Roads to Riches 20
The Panera and Chipotle Effect 20
Restaurant Organization 21
Reasons Why People Go into the Restaurant Business 21
Chapter 2
Restaurants and Their Owners 26
Kinds and Characteristics of Restaurants 27
Sandwich Shops 30
Quick-Service
Restaurants 31
Fast-Casual
Restaurants 33
Family Restaurants 34
Casual Restaurants 34
Fine-Dining
Restaurants 36
Hotel Restaurants 36
Steakhouses 37
Seafood Restaurants 40
Ethnic Restaurants 41
Theme Restaurants 43
Coffee Shops 45
Post-COVID-
19
Ownership 46
Chef-Owned
Restaurants 46
Celebrity Chefs 49
Centralized Home Delivery Restaurants 52
Chapter 3
Concept, Location, and Design 57
Restaurant Concepts 58
Defining the Concept and Market 63
Successful Restaurant Concepts 64
Restaurant Life Cycles 68
Concept Adaptation 69
Restaurant Symbology 71
Multiple-Concept
Chains 72
Sequence of Restaurant Development: From Concept to
Opening 72
Planning Services 73
Common Denominators of Restaurants 74
Mission Statement 81
Concept and Location 82
Criteria for Locating a Restaurant 82
Location Information Checklist 93
Part Two
Restaurant Management 97
Chapter 4
The Menu 99
Considerations in Planning a Menu 100
Capability/Consistency 102
Equipment Capacity and Layout 102
Availability of Ingredients 102
Price and Pricing Strategy 103
Nutritional Value 106
Flavor 111
Accuracy in Menus 111
Menu Items 113
Menu Types 116
Menu Engineering 119
Menu Design and Layout 120
Standardized Recipes 122
Menu Trends 124
Chapter 5
Restaurant Business and Marketing Plans 128
What Business Entity Is Best? 129
Buy–Sell Agreement with Partners 134
Legal Aspects of Doing Business 134
Business Plan 138
The Difference between Marketing and Sales 141
Marketing Planning and Strategy 141
Market Assessment, Demand, Potential, and Competition
Analysis 145
Marketing Mix—The
Four Ps 147
Chapter 6
Restaurant Leadership and
Management 161
Leading Employees 162
The Nature of Leadership 164
Employee Input, and What’s in It for Me? 165
Policies and Procedures 166
Contents
Walker9e762140_ftoc.indd 5 21-07-2021 15:20:27
vi Contents
Management Topics 166
Restaurant Management Issues 171
Chapter 7
Planning and Equipping the Kitchen 185
Back-of-
the-
House
Green 188
Open Kitchen 189
Kitchen Floor Coverings 192
Kitchen Equipment 192
Equipment Stars 196
Maintaining Kitchen Equipment 204
Meeting with the Health Inspector 206
Chapter 8
Food Purchasing 209
Sustainable Purchasing 210
Food-Purchasing
System 214
Types of Purchasing 217
Buying Meat 218
Buying Fresh Fruits and Vegetables 220
Chapter 9
Financing and Leasing 227
Financing 228
Sufficient Capital 228
Preparing for the Loan Application 229
Uniform System of Accounts for Restaurants 236
Securing a Loan 241
Leasing 250
What Is a Restaurant Worth? 256
Part Three
Restaurant Operations 261
Chapter 10
Bar and Beverages 263
Alcoholic Beverage Licenses 264
Bar Layout and Design 266
Beverages 267
Bartenders 272
Basic Bar Inventory 272
Wines 274
Responsible Alcoholic Beverage Service 283
Third-Party
Liability 284
Controls 284
Coffee and Tea 285
Chapter 11
Budgeting and Control 290
Restaurant Operations 291
Front of the House 291
Back of the House 296
Control 298
Inventory Control 299
Food Costing 300
Liquor Control 301
Controllable Expenses 304
Labor Costs 305
Labor Management 310
New Overtime Rule 310
Financial Reporting 311
E-learning
311
Guest Check Control 311
Productivity Analysis and Cost Control 312
Chapter 12
Food Production and Sanitation 317
Our Culinary Heritage 318
Native American Influence 318
African-American
Influence 319
Italian Influence 319
French Influence 319
Receiving 323
Storage 324
Food Production 325
Production Procedures 328
Staffing and Scheduling 329
Foodborne Illness 329
Hazard Analysis of Critical Control Points 336
Common Food Safety Mistakes 338
Approaches to Food Safety 339
Food Protection as a System 340
Chapter 13
Organization, Recruiting, and Staffing 345
Job Descriptions 346
Organizing People and Jobs 349
Staffing the Restaurant 349
Civil Rights Laws 359
Questions to Avoid on the Application Form and During the
Interview 361
Careful Selection of Staff 365
Chapter 14
Training and Service 371
Orientation 372
Part-Time
Employees 373
Training and Development 373
Methods for Training Employees 381
Service 384
Tact: Always 395
Glossary G-1
Index I-1
About the Author :
JOHN R. WALKER, DBA, United States International University, CHA, FMP, is currently McKibbon Professor of Hotel and Restaurant Management and Fulbright Senior Specialist, University of South Florida. He has written a number of successful texts including Wiley's Supervision in the Hospitality Industry, Ninth Edition as well as numerous journal articles. John currently teaches undergraduate and graduate courses in Hospitality and Restaurant Management.
