hrmps 13 - chapter 3 (restaurant)

Chapter 3Chapter 3The RestaurantThe Restaurant

Scope and Sequence: Definition of restaurant History of restaurant Culinary Greats The Restaurant Business

- Market

- Location

- Menu Planning

- Menu Engineering

- Menu Design and Layout

Chain and Independent RestaurantClassification of Restaurant

A restaurant is an establishment which prepares and serves food and drink to customers in return for money, either paid before the meal, after the meal, or with a running tab. Meals are generally served and eaten on premises, but many restaurants also offer take-outand food delivery services

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Chapter 7 - The Restaurant Business4

History

The First Restaurant


The public dining room that came ultimately to be known as the restaurant originated in France, and the French have continued to make major contributions to the restaurant's development. The first restaurant proprietor is believed to have been one A. Boulanger, a soup vendor, who opened his business in Paris in 1765

French Cuisine and Its Foundation

The French are credited with culinary art, largely due to two main events:

French RevolutionThomas Jefferson

French Revolution


In Paris restaurants did not become an important part of the gastronomic scene until after the Revolution. In the early to mid-18th centure only taverns and inns served food and drink, but even in these establishments there were no menus and no intricate dishes. Meals usually consisted of boiled or roasted meat, served without sauce, and a seasonal vegetable.

Thomas Jefferson


Despite his service as legislator, the governor of Virginia, minister to France, secretary of state, and president of the United States, Jefferson likely believed in the intelligence towards fine food and health

Culinary GreatAuguste Escoffier Patron Saint of

Cooking. was a French chef, restaurateur and culinary writer who popularized and updated traditional French cooking methods. He is a legendary figure among chefs and gourmands, and was one of the most important leaders in the development of modern French cuisine


The Restaurant Business

The Restaurant Market


The restaurant market will determine who will patronize your restaurant. A respective feasibility study will determine whether a sufficient demand exists in a particular market niche

Factors Needed in Operating A successful Restaurant


MissionGoals & ObjectivesMarketConceptLocationMenu PlanningAmbianceLeaseOther occupational costs

Restaurant Location


Key location criteria : DemographicsAverage IncomeGrowth and decline of the areaZoning, drainage, sewage, and utilitiesVisibility AccessibilityParkingCurb side appeal

Menu Planning


6 Main Types of Menu:1.A la Carte menu – Items are individually priced2.Table d’ hote menu – Offer a selection or more

items for each course at a fixed price.3. Du jour menu – List the items “of the day”4. Tourist menu – used to attract tourists5. California Menu – guest may order any item on

the menu at any time of the day.6. Cyclical menu –repeat themselves over a period

of time

Menu Analysis

Menu analysis can be defined as a range of techniques and procedures that enable more effective decision making both with respect to marketing and operating the menu.


2 Methods of Menu Analysis:

1. Quantitative Method - main method to assess the menu mix sales volume popularity) and gross profit profitability/ contribution margin).

- The findings imply that once the new menu is launched in the market, the first criterion used to review the menu effectiveness is the menu sales mix reports.

2. Qualitative Method - research projects are carried out to analyse customer trends in food preferences and acceptances.


Menu Design and Layout

It is the only piece of printed advertising that you are virtually 100 percent sure will be read

A well-designed menu can educate and entertain the customer as well as be a communication, cost control, and marketing tool for your restaurant.

The menu is designed to help the guest decide what to order. When you strategically place menu items on the menu, you will sell more of them than if you placed them randomly.


Basic Menu Design and Layout:Casual menu sometimes written on chalk

board.Quick service menu are often illuminated

above the order counter.More formal menu are generally single page or

folded.Other have separate wine listSome have pictures with enticing description

of the items


Menu Engineeringdisplays a list of product offerings for

consumer choiceTypically the goal with menu engineering is

to maximize a firm's profitability by subconsciously encouraging customers to buy what you want them to buy, and discouraging purchase of items you don't want them to buy.



CHAIN & INDEPENDENT RESTAURANT


Chain Restaurants – Any restaurant with more than ten units. Any restaurant with Corporate Regulatory

Structures. Any restaurant on the stock market. Chains are popular for a reason. They are

consistent. They have long hours and good branding that is easily recognized.

LIST OF SOME CHAIN RESTAURANTS

in the PHILIPPINES


1. McDonalds2. Burger King3. Jollibee4. Chowking5. Kenny Rogers6. Domino’s7. Gloria Jean’s8. KFC9. Pizza Hut

10. Shakey’s11. Popeye’s12. TGI Fridays13. Wendy’s14. Max Restaurant15. Cabalen

Restaurant16. Mang Inasal17. Greenwich

Independent Restaurant


is one that is not part of a National Chain. They are almost always stand alone properties with the owner working daily IN THE PROPERTY.

Can there be more than one? YES. If the owner and/or founder is involved day to day and the scope is LOCAL in nature. An Independent Restaurant should have a CHEF, but may not if it is something like a burger joint or barbecue shack.

Top Independent Restaurants US PHILIPPINES


1. Tao Las Vegas Restaurant & Nightclub - Las Vegas

2. Tavern on the Green – NYC3. 3. Joe's Stone Crab - Miami

Beach 4. Smith & Wollensky - NYC 5. Tao Asian Bistro - NYC 6. Old Ebbitt Grill - Washington

DC 7. Buddakan - NYC 8. Gibsons Bar Steak House -

Chicago 9. Joe's Seafood Prime Steak

&Stone Crab - Chicago 10. Joe's Seafood Prime Steak &

Stone Crab - Las Vegas

1. KUBLI SPRINGS @ KINABUHAYAN CAFé, DOLORES, QUEZON

2. ANTONIO'S, TAGAYTAY3. UGU BIGYAN, TIAONG,

QUEZON4. ISLA NABUROT, GUIMARAS5. LA COCINA de TITA

MONING’S, MANILA6. KUSINA SALUD, SAN PABLO,

LAGUNA7. VIEUX CHALET, ANTIPOLO8. CLAUDE TAYAG’s BALE

DUTUNG, PAMPANGA9. CHARLEY'S at LIPA CITY,

BATANGAS10. ENTALULA ISLAND, EL NIDO,

PALAWAN

DINING WELLDINING WELL


CLASSIFICATIONS OF RESTAURANTS

1. Full-Service Luxury Restaurants

Fine Dining Restaurant – is one where a good selection of menu items is offered. Generally at least 15 or more3 different entrees.

Many of these restaurants serve “haute cuisine”.. Elaborate or skillfully prepared foodThe wait staff is usually highly trained and often

wears more formal attire.Food portions are smaller but more visually

appealingFine dining restaurants have certain rules of dining

which must be followed by visitors

Haute cuisine - . Elaborate or skillfully prepared food, especially that of France. High-class cooking

Reasons for the Small Number of Luxury Restaurants

Labor intensive and require a higher level of skilled labor

Small percentage can afford high pricesOverhead costs may not be reasonableEconomies of scale are not as easily reapedConsistency and quality are not easy to

maintainLimited market appeal

2. Casual Upscale Dining


“Casual Fine Dining”. The food has become much more sophisticated in presentation and seasoning, but it is still approachable. The menus are familiar, often a blend of cuisines. The service is very friendly and down-to-earth -- it is identical to what you would encounter in anything from a Hard Rock Cafe to a Kelsey's Roadhouse.

Other Restaurant ClassificationsCasual Dining is a restaurant that serves

moderately-priced food in a casual atmosphere.

Theme restaurants - Celebrity-owned

Owned by celebrities such as Michael Jordan, Dan Marino, Steven Segal, Gloria Estefan, Junior Seau, Denzel Washington

Seau’s San DiegoAll Star CaféHouse of Blues

The Eating MarketThe Eating Market


Classifications of Restaurants


1. Take Out - Establishments that sell take-out exclusively without providing table service are called take-out restaurants or take-aways.

2. Drive Through - is a type of service provided by a business that allows customers to purchase products without leaving their cars.

3. Delivery – The order is placed in the telephone, then the food is being delivered to a desired place. Many delivery chains use a single telephone number (central station), then placed the order to the nearest unit for dispatch.

Contemporary Popular Priced Restaurants

Chapter 7 - The Restauran Business33

1. Quick Service “Fast food” emphasize speed of service. Operations range from small-scale street vendors with carts to franchised mega-corporations like McDonalds.

2. Mid Scale Restaurant - Midscale restaurants appeal to businesspersons, couples, singles, and families who desire a dining experience with value-priced food, good service, cleanliness, and atmosphere which, in total, represent the dining experience.

a. Family Restaurant b. Commercial Cafeterias and Buffet c. Pizza Restaurant d. Home meal replacement


1. Casual Restaurant - serves moderately-priced food in a casual atmosphere. Casual dining restaurants typically provide table service.

a. Specialty Restaurant - Specialty Restaurant feature specific kind of food (seafood, steak, pasta

b. Ethnic Restaurant - restaurant featuring a particular cuisine such as Chinese, Mexican, or Italian. With matching ambiance play a larger role.

c. Entertainment Restaurant – Diner’s experience is centered in the entertainment provided by the restaurant stage-set like decor.

Other Types of RestaurantsSteakhouses

New growth areaOutback Steakhouse

Seafood restaurantsPancake restaurantsSandwich restaurantsFamily restaurants

TrendsDemographicsBrandingAlternative outletsGlobalizationContinued diversificationMore twin and multiple locationsMore points of serviceMore hyper-theme restaurantsChains vs. Independents

SUMMARY


Food service is an integral and vital part of life. Food service can be divided into Dining Market and Eating market. Fine dining restaurants have been falling since in the later 1980’s . Casual upscale restaurants on the other hand has become very popular. The most dynamic part of the Eating Market is the off premise segment made up of take-out, drive in and delivery. Other contemporary popular priced restaurant are quick service and mid scale such as family restaurants, cafeterias and buffet.

Fine dining restaurant has redefined itself to fit contemporary customers takes a variety of forms. “Entertainment” , which combines food with various kinds of entertainment is new.

Some restaurants as a part of a larger enterprise, such department store or mall. Their success depends on the success of the larger unit.

Review Questions:


1. How do dining market and the eating market differ?

2. What are the restaurants included in the dining market and the eating market?

Activity:1. Form a group, choose among the following restaurants

you will visit:

a. Theme restaurant

b. Celebrity restaurant

c. Ethnic restaurant

2. Make an observation on the following:

a. Ambiance e. Menu Design & Layout

b. Lay out design f. Menu Pricing

c. No. of staff g. Food portion

d. Uniform of staff

3. Document your visit with photos and observation on a short bond paper


hrmps 13 - chapter 3 (restaurant)

Entertainment & Humor

skillfully

restaurant

fine dining

menu design

serves food

dining market

eating market

independent