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©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn Walker
CHAPTER
CHAPTER
6
The Restaurant Business Culinary Arts, Restaurant Development,
and Classification
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn 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 EditionJohn 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 EditionJohn 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 EditionJohn 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 EditionJohn Walker
Chefs of Today Need to Possess
• Need to Possess…– Cooking skills– Employability traits– People skills– Menu development– Nutrition
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn 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 EditionJohn Walker
Recipe For Safety & Sanitation
• Safety & Sanitation…– 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 EditionJohn Walker
Recipe For Safety & Sanitation
• Safety & Sanitation (cont.)…– 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 EditionJohn 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 EditionJohn 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 EditionJohn 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 EditionJohn 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 EditionJohn 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 EditionJohn 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 EditionJohn 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 EditionJohn 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 EditionJohn Walker
Considerations for Menu Design
• Menu Design…– 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 EditionJohn Walker
Considerations for Menu Design
• Menu Design (cont.)…– 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 EditionJohn 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 EditionJohn 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 EditionJohn Walker
Specialty Restaurants Quick Service
• Quick Service…– 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 EditionJohn Walker
Quick ServiceHamburger
• Hamburger…– McDonald’s and Ray Kroc
• 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 EditionJohn Walker
Quick Service Pizza
• Pizza…– Local and regional chains all with delivery
service– $20 billion market– Four major chains
• Pizza Hut • Domino’s• Papa Johns• Little Caesars
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn 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 EditionJohn Walker
Other Types of Restaurants
• Other Types…– Steakhouses
• New growth area• Outback Steakhouse
– Seafood restaurants– Pancake restaurants– Sandwich restaurants– Family restaurants
©2004 Pearson Education, Inc.Upper Saddle River, New Jersey 07458
Introduction to Hospitality Management, First EditionJohn 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 EditionJohn 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 EditionJohn 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 EditionJohn Walker
Trends in Restaurant Development
• Trends…– Demographics– Branding– Alternative outlets– Globalization– Continued diversification– More hyper-theme restaurants– Chains vs. Independents