How to Open and Run a Successful Restaurant

If you′re thinking of opening a restaurant, you have a lot on yourplate!

Dig into this comprehensive guide from successful restaurateurand author Christopher Egerton–Thomas, who dishes out good adviceon everything from coming up with a winning concept, choosing alocation, and equipping a kitchen to designing the menu, decoratingthe dining room, and managing a staff. Whether you want to open anupscale restaurant or a diner, a bistro or a burger joint,specialize in ethnic cuisine or go with an established franchise,How to Open and Run a Successful Restaurant, Third Edition givesyou the essential information to do it right.

The Third Edition of the celebrated soup–to–nuts classic isupdated for today′s competitive marketplace and features anexpanded examination of the franchise system, in–depth discussionson customer relations, and a wealth of information on stafftraining one of the most important ingredients for success. Itcovers:

Guidance on financing, taxes, insurance, health and safety,legal issues, and more Marketing research, including evaluating local competition torefine your concept Evaluating franchise opportunities the pros and cons ofgoing with an established concept Effective staff training both initial and ongoing The "feel–good factor" that intangible quality that keepscustomers coming back for more

All this proven, practical guidance is served up in ChristopherEgerton–Thomas′s flavorful style and seasoned generously withreal–life anecdotes and restaurant lore from around the world thatare instructive and entertaining. This is a must–read for thoseconsidering the restaurant business and a ready reference forrestaurateurs who want to improve their operations.

INTRODUCTION.

CHAPTER 1: HOW IT ALL BEGAN.

A BRIEF HISTORY OF THE RESTAURANT INDUSTRY.

THE MODERN INDUSTRY.

EDUCATION.

COOKING SCHOOLS.

THE RISKS.

REASONS FOR FAILURE.

THE THEATER OF RESTAURANTS.

WHO OPENS RESTAURANTS, AND WHY.

SACRED MONSTERS.

THE MASOCHISM FACTOR.

THINKING POSITIVE THE FUN SIDE.

THE CASABLANCA FACTOR.

CHAPTER 2: LOCATION.

THE IMPORTANCE OF LOCATION.

Mystical Factors.

Country and Suburban Locations.

Rent.

HOW TO FIND PREMISES.

The Neighborhood.

Converting Premises.

CHAPTER 3: WHAT KIND OF RESTAURANT?

WHAT IS THE TARGET MARKET?

Opening Hours.

Which End of the Market?

THEME RESTAURANTS.

ENTERTAINMENT.

Appealing to Different Age Groups.

Mixed Business.

ALCOHOL AND LICENSING.

INSURANCE.

TAXES.

PRICING.

WHO ARE THE CUSTOMERS?

WHAT DO CUSTOMERS WANT?

CHAPTER 4: RAISING THE MONEY.

START–UP MONEY: HOW TO GET IT.

Inheritance.

Savings.

Bank Loans.

Small Business Administration.

Loan Sharks.

BUSINESS PLAN.

THE PROS AND CONS OF PARTNERSHIPS.

Multi–Partner Restaurants.

Partnership Disasters.

Con Artists.

Working and Sleeping Partners.

Friendships.

Partnership Successes.

An Ideal Marriage?

FINANCIAL PLANNING.

Bills.

The Go Position.

Foreclosure.

BUYING A FRANCHISE.

CHAPTER 5: EQUIPMENT AND DÉCOR.

EQUIPMENT OLD OR INHERITED.

EQUIPMENT NEW.

THE WONDERFUL WORLD OF LAUNDRY.

The Art of a Well–Set Table.

Laundry Alternatives.

DÉCOR.

DESIGN.

CHAPTER 6: THE BAR.

PROS AND CONS.

FOOD AT THE BAR.

THE SERVICE BAR.

STOCKING THE BAR.

Bar Inventory.

Cocktails.

RESTRICTING INVENTORY.

Beer on Tap.

Sodas and Mixers.

LIQUOR CONTROL.

Types of Liquors.

Wine.

THE EFFECTS OF ALCOHOL.

HELPFUL HINTS FOR BARTENDERS.

Handling Drunks.

Turning Away Unwanted Guests.

Organizing the Bar.

Dealing with Personal Issues.

Protecting Against Dangers of All Sorts.

Serving the Drinks.

CHAPTER 7: THE KITCHEN.

PROFIT MARGINS.

CHEF POWER.

KITCHEN STAFF.

DECIDING ON THE MENU.

Menu Changes.

Food Quality.

Food Sources.

Phoney Foods.

FOOD AND TASTE.

DANGERS.

COMPUTERS.

GROCERY LIST.

CHAPTER 8: THE DINING ROOM.

SEATING POSITIONS.

MUSIC.

VENTILATION AND HEATING.

RESTROOMS.

CLEANLINESS.

MENUS.

VERBAL MENUS.

DUTIES OF SERVERS.

SYSTEMS FOR SERVERS.

HELPFUL HINTS FOR WAITERS.

KEEPING DINERS HAPPY.

PAYMENT.

CREDIT CARDS.

PERSONAL HOUSE ACCOUNTS.

TIPPING.

To Pool or Not to Pool.

Tipping Other than the Wait Staff.

Pros and Cons of Tipping.

STEALING.

CHAPTER 9: HYGIENE, HEALTH, AND SAFETY.

HYGIENE ISSUES.

Food Contaminants.

Cleanliness.

Vermin and Exterminators.

Health Inspections.

Garbage and Sanitation.

Typical Violations.

Personal Hygiene.

HEALTH OF RESTAURANT PERSONNEL.

Alcohol Abuse.

Overwork.

Health Hazards.

SAFETY.

CHAPTER 10: PUBLIC RELATIONS.

EXAGGERATED CLAIMS.

THE NEED TO ADVERTISE.

Placing an Ad.

Using a Public Relations Firm.

Celebrity Power.

Special Deals.

THE FOOD CRITICS.

Reviews and Their Consequences.

Bribes.

DEALING WITH THE PUBLIC.

MANAGEMENT QUALITIES.

EMPLOYEE QUALITIES.

PEOPLE STRESS (OR COMBAT FATIGUE).

GREETING.

RESERVATIONS.

DRESS CODES.

DRESSING THE ROOM.

AVOIDING NASTY SITUATIONS.

ROBBERY.

SECURITY.

CHAPTER 11: EMPLOYEES.

FINDING HELP.

THE EMPLOYEES POINT OF VIEW.

DRUGS.

MANAGERS.

CHAPTER 12: MAKING YOUR DECISION.

THE UP SIDE.

THE DOWN SIDE.

QUESTIONS BEFORE DECIDING TO GO INTO BUSINESS.

UP AND RUNNING.

APPENDIX I: EATING OUT FOR RESTAURATEURS.

APPENDIX II: GLOSSARY.

WINE TERMS.

MENU VOCABULARY.

INDEX.

CHRISTOPHER EGERTON–THOMAS is a restaurateur, caterer, and writer. He has appeared on numerous television programs and has authored four previous books with Wiley, including the Second Edition of this book and How to Manage a Successful Bar, as well as articles that have appeared in Vanity Fair and the New York Times.