Running a Restaurant For Dummies

Running a Restaurant For Dummies

Running a Restaurant For Dummies

Running a Restaurant For Dummies

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Overview

The easy way to successfully run a profitable restaurant

Millions of Americans dream of owning and running their own restaurant because they want to be their own boss, because their cooking always draws raves, or just because they love food. Running a Restaurant For Dummies covers every aspect of getting started for aspiring restaurateurs. From setting up a business plan and finding financing, to designing a menu and dining room, you'll find all the advice you need to start and run a successful restaurant.

Even if you don't know anything about cooking or running a business, you might still have a great idea for a restaurant and this handy guide will show you how to make your dream a reality. If you already own a restaurant, but want to see it get more successful, Running a Restaurant For Dummies offers unbeatable tips and advice for bringing in hungry customers. From start to finish, you'll learn everything you need to know to succeed.

  • New information on designing, re-designing, and equipping a restaurant with all the essentials from the back of the house to the front of the house
  • Determining whether to rent or buy restaurant property
  • Updated information on setting up a bar and managing the wine list
  • Profitable pointers on improving the bottom line
  • The latest and greatest marketing and publicity options in a social-media world
  • Managing and retaining key staff
  • New and updated information on menu creation and the implementation of Federal labeling (when applicable), as well as infusing local, healthy, alternative cuisine to menu planning

Running a Restaurant For Dummies gives you the scoop on the latest trends that chefs and restaurant operators can implement in their new or existing restaurants.

P.S. If you think this book seems familiar, you re probably right. The Dummies team updated the cover and design to give the book a fresh feel, but the content is the same as the previous release of Running a Restaurant For Dummies (9781118027929). The book you see here shouldn t be considered a new or updated product. But if you re in the mood to learn something new, check out some of our other books. We re always writing about new topics!


Product Details

ISBN-13: 9781119605454
Publisher: Wiley
Publication date: 05/29/2019
Series: For Dummies Books
Edition description: 2nd ed.
Pages: 400
Sales rank: 176,621
Product dimensions: 7.40(w) x 9.20(h) x 0.90(d)

About the Author

Michael Garvey is the former general manager of Grand Central Oyster Bar. He is currently a restaurant specialist for Vision Wine Brands. Heather Dismore is a professional writer who has extensive experience in the restaurant business. Andrew G. Dismore is an award-winning professional chef.

Read an Excerpt

Running a Restaurant For Dummies


By Michael Garvey Heather Dismore Andrew G. Dismore

John Wiley & Sons

ISBN: 0-7645-3717-2


Chapter One

Grasping the Basics of the Restaurant Business

In This Chapter

* Understanding the basics of the business

* Deciding whether you have the necessary skills

Restaurants are fun. Whether you stop by to celebrate a special occasion, grab a quick bite for lunch, meet friends for a drink, or pick up dinner for the family on the way home from work, the experience is usually enjoyable. (At the very least, it's more enjoyable than not eating or being forced to cook!). Just about everyone associates restaurants with having a good time. If people didn't enjoy their experience, they wouldn't come back. So it's natural for people to think, "I enjoy going to restaurants, so I may as well get paid to do what I enjoy - hang out in bars and eat at great restaurants."

And you know what? Living the restaurant life is fun. We've been doing it for many a year, and we love it. But the problem comes when people see only the fun and never see the struggle. Viewed from the dining room or barstool (or from the kitchen, stockroom, or anywhere else other than the seat marked "Proprietor"), it's difficult to see the 95 percent of the picture that's pretty tough work. It's kind of like wishing every day was Christmas and actually getting your wish. In the restaurant business, you have so much fun that you can hardly stand it. You get tired of wrappingthe presents, preparing the eggnog, and checking that the elves are on time for their shifts, and if you have to look at any more roasted chestnuts, you'll die. The restaurant business quickly becomes more work than fun, so don't be fooled.

In this chapter, we take you on a quick tour of the business. We introduce you to all the upfront work that you must do on paper before you can even think about picking up a pan or laying down a place setting. We move on to the physical preparations that will consume your every waking minute on the way to opening your doors. Then we remind you that the work has only begun after you first open your doors. Finally, we help you examine your motivations and expectations for pursuing your dream to determine if both are rooted in reality.

Getting a Feel for the Restaurant World

The restaurant world is more than glitz and glamour. It's truly a business, and if you don't look at it that way, you won't succeed. Ultimately, being a restaurateur is being a manufacturer. You're producing a product (food) from raw materials (your ingredients) and selling it to a customer (your diner). You're competing with lots of other "manufacturers" for that same diner. So you better do it better than the other guy, or you'll be out of business.

Laying the foundation

Sometimes the business of the business is tough for people to relate to. It's a hard concept for many people to get because your product isn't packaged in a box that sits on a shelf. Your product is packaged in many layers - including your exterior, your lobby, your staff's attire, the music playing, the aromas emanating from the kitchen, the friendliness and knowledge of your staff, your silverware, your china, and your glassware. All these things make up your packaging, affect the costs of doing business, and affect your diner's decision to come in and, ultimately, to come back.

As with any business, the planning stage is crucial, and you have to survive it before you can enjoy any of the fun. Right off the bat, you have to create a timeline for getting your business up and running (see Chapter 2), develop your restaurant's theme and concept (see Chapter 3), research the market (see Chapter 4), develop a detailed business plan and use it to find and secure financing (see Chapters 5 and 6), and find the best location for your new restaurant and get the right licenses and permits (see Chapters 7 and 8).

Buy your products at the right price and sell them at the right price. This simple tenet can make or break your business. Check out Chapter 14 for tips on getting the best price and look to Chapter 9 for pricing your food and beverage menus right from the start.

Setting up shop (with a little help)

Depending on how new you are to the restaurant biz, you may need accountants, attorneys, contractors, and host of other characters, all at the ready and working with you at various stages of the project.

Hire an accountant early in the process of setting up your business. She can help you get your numbers together for your business plan, which is a must-do if you're trying to get financing for your venture. Chapters 5 and 6 can give you the details. After you're up and running, you'll analyze your monthly financial reports and look for ways to improve the numbers. A good accountant, preferably one with restaurant experience, can help.

When starting any new business, you'll need to review contracts, file your permits, or maybe incorporate your business. Depending on how you set up your business, you may need to draft a partnership agreement or two. Before you sign franchise agreements or vendor contracts or fire your first employee, make sure that you're working with a good attorney, who can help you with all these tasks and more. Watch for details in Chapter 8.

Most people starting a new restaurant, or taking over an existing one, change a few things (or a few hundred things) at their new location. Maybe you need to set up a new kitchen from scratch or improve the air flow of the hood over the range. Maybe you want to upgrade the plumbing or install air filtration in your bar. Contractors can save you lots of time and trouble. Don't hesitate to ask them questions and check their references.

Check out Chapters 10 through 12 for the scoop on designing your exterior, dining room, kitchen, and bar - with or without the help of contractors, designers, and architects. Interior designers and architects come in very handy around renovation and revamp time. Sometimes they can come in and give your place a face-lift for much less than you might imagine.

Welcoming the world to your restaurant

All the hard work that's required to get to the point where you can open the doors will mean absolutely nothing if no one shows up. You have to start thinking about how to draw customers way before you open your doors (and every day after that). Develop your marketing plan based on what's special, unique, or different about your restaurant. Maybe it's the food, ambience, price, or value. Study your competition, watch what they're doing well (and not so well), and understand where you have the advantage.

Different groups respond to different messages. Figure out what works for the diners you're going after. Check out Chapter 16 for details on telling the world about your place and getting them to beat a path to your door. After you get the customers in the seats, you have to keep them there. We've heard that you can't use restraining devices in most states and municipalities, so you do have to let them go and hope they come back. We want you to do more than hope. Chapter 19 gives you concrete tips for building your clientele and ensuring that most of them come back - and bring their friends.

To be successful in this or in any business, you need to take care of your business today, tomorrow, and years from now. Stay up on trends in your sector and the restaurant business as a whole. Watch for information about shifting dining preferences and behavior in trade magazines, print publications, television news (and the not-so-news magazine shows), the Internet, or anywhere else you get information. And always keep an eye on your competition. Don't copy them, but know what they're up to. See Chapter 4 for information on how to conduct a market analysis. And check out Chapter 20 for ways to maintain what you create, using feedback from financial analysis and operational reports.

Discovering Whether You Have What It Takes

Culinary prowess, a charming personality, and an ability to smile for the cameras. That's about all you need, right? Wrong. Take a step back. It takes way more to run a restaurant successfully. And that's what we all want: anyone can run a restaurant, but not everyone can run one well. (In fact, we should've titled this book, Running a Restaurant Really Well For Dummies, but the publisher wouldn't go for it.)

Monitoring your motivations

This is a tough business, and if you want to succeed, you have to have the inner motivation - the drive - to sustain you through all the downs that accompany the ups. This isn't a venture for the faint of heart. If you want to own a restaurant to have a place to hang out with your friends and get free drinks, we say take the bar bill and avoid the hassles.

The first thing you need to do, before you invest any additional time or money in this venture (besides purchasing and reading this book, of course), is to examine and understand the factors that motivate you. Be honest with yourself.

There are lots of great reasons to want to run a restaurant. Here are a few of our favorites:

  •   You love an ever-changing work environment.

  •   You love taking on a challenge.

  •   You're passionate about the business.

  •   You have a passion for food.

  •   You hate having any free time (including the holidays).

  •   You're continuing the family tradition.

    And the following list contains a few reasons that should send up a red flag in your mind:

  •   You think it will be fun.

  •   You want to be a celebrity chef.

  •   You want a place to hang out.

  •   If Emeril can do it, so can you.

  •   You're tired of having a "real" job.

  •   You've always wanted to run a restaurant after you retire.

    If one or more of these reasons sounds familiar, don't be completely discouraged. Just make sure that motivations such as these aren't your only, or even your primary, reasons for wanting to get into the business. And do some further investigation before making the financial, personal, and professional commitment to the business.

    Evaluating your expectations

    Running a restaurant, either yours or someone else's, is a huge commitment. It requires long hours, constant vigilance, and the ability to control potentially chaotic situations - on a daily basis.

    Think about Cocktail, the great (or not-so-great, depending on your point of view) '80s movie, in which a salty old bartender marries a rich lady and uses her money to open his own place. Just before he kills himself, he pours out his soul to his younger bartender friend, played by Tom Cruise, about what it's really like to own your own place. He confesses, "The only thing I know about saloons is how to pour whiskey and run my mouth off. I knew nothing about insurance, sales tax, or building code, or labor costs, or the power company, or purchasing, or linens. Everyone with a hand stuck it in my pocket."

    Running a restaurant shouldn't be a leap of faith. You need to go into this with your eyes open (not with your Eyes Wide Shut - is this too many references to Tom Cruise movies in a single chapter?). Just as we suggest that you carefully consider your motivations (see the "Monitoring your motivations" section, earlier in the chapter), you also need to make sure that your expectations are firmly planted in reality.

    Take out a pen and some paper. Divide the paper into two columns. In the first, list all of your expectations for the future business. From the profits you expect, to the lifestyle you hope those profits will support, to newspaper reviews or the customer views you hope to elicit, list it all. This is your chance to put your dreams on paper. Then, in the second column, write down what you expect out of yourself to make this thing happen - your contribution in terms of time and money, sacrifices you'll have to make, and anything else that you can think of.

    Then it's time to determine whether the expectations on your lists reflect the reality of the situation. Reading this book is a great place to start - our goal is to present a balanced look at the joys and pains of running a restaurant. (If you want an instant reality check, skip over to Chapter 21, where we confront ten common myths.) But don't stop there. As we state in Chapter 2, you have to start researching every aspect of the business on Day 1, and you don't get to stop until you close your doors for the very last time. So you may as well start now. Minimize the mystery by getting out in the restaurant world - talk to owners, managers, waiters, and suppliers about their experiences and what you can expect. (Chapter 22 provides you with additional industry resources that you can consult.)

    Tracking key traits

    Based on our experience in the restaurant business, successful restaurateurs exhibit a few common traits. We list them below. Don't worry if you possess more of some traits than others. Just being aware of them is a great step toward making them all part of your world and succeeding in the business.

    Business sense

    This is probably the single most important trait. For all that the restaurant business is, it's still basically a business, subject to the same pressures as any other. Keep that thought in mind going into your arrangement. If you don't, you'll be hard-pressed to succeed. Skills that you've learned, developed, and honed in the real world can apply in this business, like buying skillfully, managing tactfully, and negotiating shrewdly. But many different facets of this business are tough to pick up.

    Tolerance

    The ability to keep your cool under pressure, thrive in chaos, and handle multiple points of view and personalities will serve you well in the business. Whether you're dealing with customers, employees, purveyors, changing trends, or a fickle clientele, you have to develop a thick skin. The inherent stress of the restaurant makes for short fuses. Your job is to dampen those tempers, smooth the rocky waters, and calm the storm.

    Flexibility

    The environment changes from minute to minute. You have to be able to adjust and think on your feet. You have to have a good balance of process- and product-motivated people. Process-motivated people micromanage what's going on in their organization. Product-minded people focus on the end result. Sometimes you'll wear both hats.

    Creativity

    Infuse creativity into every facet of your business from how you approach your customers and your food, to how you promote your business. That creativity affects how your business performs.

    Positive energy

    Whenever you're in the restaurant, you have to be "on" - all the time. Restaurants that have a positive vibe are the ones that make it. Positive energy is the differentiating factor, as intangible as it is, between the winners and the losers in this business.

    Continues...


    Excerpted from Running a Restaurant For Dummies by Michael Garvey Heather Dismore Andrew G. Dismore Excerpted by permission.
    All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
    Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.

  • Table of Contents

    Introduction 1

    About This Book 1

    Conventions Used in This Book 2

    What You’re Not to Read 2

    Foolish Assumptions 3

    How This Book is Organized 3

    Part 1: Getting Started 3

    Part 2: Putting Your Plan in Motion 3

    Part 3: Preparing to Open the Doors 4

    Part 4: Keeping Your Restaurant Running Smoothly 4

    Part 5: The Part of Tens 4

    Icons Used in This Book 4

    Beyond the Book 5

    Where to Go from Here 5

    Part 1: Getting Started 7

    Chapter 1: Grasping the Basics of the Restaurant Business 9

    Getting a Feel for the Restaurant World 10

    Laying the foundation 10

    Setting up shop (with a little help) 11

    Welcoming the world to your restaurant 11

    Finding Out Whether You Have What it Takes 12

    Monitoring your motivations 12

    Evaluating your expectations 13

    Tracking key traits of successful restaurateurs 14

    Chapter 2: Deciding What Kind of Restaurant to Run 17

    Figuring Out Where to Start 18

    Buying into a franchise 18

    Taking over an existing restaurant 19

    Partnering up with your current employer 20

    Starting from scratch 21

    Choosing the Right Type of Restaurant 22

    Dining in style 22

    Kicking back casual 24

    Placing an order — to go! 24

    Selecting self-service or fast-food 26

    Running a bar — with or without food 27

    Providing catering and banquet services 27

    Creating Your Concept 29

    Positioning your restaurant for success 30

    Identifying the emotional connection 31

    Creating a unique selling proposition 31

    Using consumer insights to develop and test your concept 32

    Developing your positioning statement 33

    Putting it All Together 34

    Thinking about theme and concept 34

    Choosing a name 35

    Creating a logo 37

    Signing off on signage 38

    Chapter 3: Researching the Marketplace 41

    Getting Your Mind Right: Profits Matter 42

    Exploring the Consumer’s Buying Decision: The Big Why 42

    Identifying and Analyzing Potential Customers 44

    Figuring out who your customers are: Target segmentation 44

    Creating a profile of your Superfan, or brand hero 45

    Focusing your research 47

    Keeping an Eye on the Enemy 48

    Identifying your competitors 48

    Figuring out who they think their customers are 49

    Reconnaissance: Mystery shopping till you drop 50

    Developing and Implementing Your Battle Plan 52

    Doing a competitive analysis 52

    Acting on your information 54

    Adjusting to a changing battlefield 55

    Chapter 4: Writing a Business Plan 57

    Don’t Fly Blind: Understanding Why a Business Plan Matters 58

    Laying Out a Business Plan 59

    Articulating the concept and theme 61

    Creating your menu now 61

    Analyzing your market 62

    Identifying your target audience 63

    The Bottom Line: Focusing on Financials 63

    Forecasting sales 64

    Forecasting expenses 67

    Breaking even 72

    Estimating profits 73

    Projecting cash flow 74

    Creating a balance sheet 74

    Selling Your Plan: The Unwritten Part of Your Business Plan 76

    Part 2: Putting Your Plan in Motion 77

    Chapter 5: Show Me the Money! Finding Financing 79

    Knowing How Much Money You Need 79

    Calculating start-up costs 80

    Opening with operating reserve 81

    Looking at How You Can Contribute 81

    Working with Investors 83

    Looking at types of investors 83

    Compensating your investors 85

    Getting a Loan 87

    Visiting your local bank 87

    Finding government assistance 88

    Chapter 6: Choosing a Location 89

    Looking at the Local Real Estate Market 89

    Examining Location Specifics 90

    Considering access and visibility 91

    Paying attention to traffic 92

    Knowing which locations to avoid 93

    Looking at other businesses in the area 94

    Considering security 94

    Factoring In Cost Considerations 95

    Chapter 7: Paying Attention to the Legalities 97

    Identifying the Help You Need 98

    Looking at the roles to fill 98

    Setting Up Shop on Legal Grounds 99

    Going it alone: Sole proprietorships 100

    Teaming up: Partnerships 100

    Almost teaming up: Limited partnerships 100

    Playing it safe: The corporate entity 101

    Blend of three: The LLC 101

    Knowing Your Local Laws 101

    Getting Permits and Licenses 102

    Acquiring a liquor license 103

    Heeding health codes 105

    Paying attention to building codes 106

    Considering fire codes and capacity 107

    Checking out other permits 107

    Taking up trademarks 108

    Buying the Insurance You Need 109

    Part 3: Preparing to Open the Doors 111

    Chapter 8: Creating the All-Important Menu 113

    Making Some Initial Decisions 114

    Matching your menu to your concept 114

    Considering customers: Feeding the need with an insights-driven menu 115

    Matching your menu to your kitchen 116

    Cutting your chef (if you have one) in on the action 117

    Figuring Out How Much to Charge 118

    Determining your menu price points 118

    Using food cost percentage to set prices 119

    Creating dishes and recipes and then costing them 121

    Dealing with price fluctuations 122

    Mixing your menu to meet an overall percentage goal 123

    Deciding When to Change Your Menu 124

    Staying flexible when you first open 124

    Revisiting your menu later on 125

    Offering specials 126

    Highlighting new news 126

    Choosing Your Menu Format 127

    Counting your main menu options 127

    Considering additional presentations 130

    Selling the Sizzle: Setting Up a Menu with Sales in Mind 132

    Directing eyes with menu engineering 132

    Getting people salivating: Considering visual representation on the menu 133

    Money for ink: Using lingo that sells 134

    Validating Your Menu before You Go Primetime 135

    Chapter 9: Setting Up the Front of the House 137

    Digging into Design 138

    Identifying pros who can help 140

    Getting the scoop on potential pros 141

    Thinking outside the Box: The Exterior 142

    Laying Out the Interior 144

    Allowing space for the flow 145

    Building your floor plan 145

    Creating space to wait 147

    Keeping Service Support Close 148

    Wait stations 149

    Point of sale (POS) stations 150

    Tabletop settings 151

    Setting Up a Reservation System 152

    Taking traditional reservations 153

    Accepting online reservations 154

    Reviewing Restrooms 155

    Providing public facilities 155

    Earmarking areas for employees 156

    Chapter 10: Setting Up the Back of the House 157

    Planning a Kitchen with the Menu in Mind 157

    Figuring out what you need to fix the food on your menu 158

    Reviewing the basic kitchen stations 159

    Taking control of your prep 164

    Laying out your kitchen 168

    Considering Your Water Supply: Why Water Quality Matters 170

    Adapting an Existing Kitchen 171

    Acquiring Your Kitchen Equipment 172

    Deciding whether to buy or lease 173

    Moving beyond name-brand equipment 175

    Getting purchasing advice 176

    Chapter 11: Setting Up a Bar and Beverage Program 177

    Setting Up Your Bar 178

    Figuring out furniture 178

    Selecting equipment 179

    Selecting smallwares 181

    Surveying supplies 183

    Keeping Your Bar Clean 184

    Drawing Drinking Crowds 185

    Running promotions 185

    Providing entertainment 186

    Offering great bartenders 187

    Get with the (Beverage) Program: Providing Liquid Refreshment 188

    Creating your beverage program 188

    Developing a robust nonalcoholic beverage program 189

    Becoming Beer Brainy 190

    Winning with Wine 191

    Creating your list 192

    Pricing your wine 194

    Storing your wine 195

    Lapping Up Some Liquor Learning 196

    Pour size and pricing 196

    Liquor lingo: Understanding cost and quality 197

    Serving Alcohol Responsibly 198

    Chapter 12: Hiring and Training Your Staff 201

    Deciding Which Roles Need to Be Filled 201

    Managing your quest for managers 203

    Staffing the kitchen 206

    Filling the front of the house 210

    Staffing the office 213

    Finding the Right People: Placing Ads and Sifting through Résumés 215

    Interviewing the Candidates 216

    Round 1: The meet and greet 217

    Round 2: Comparison shopping 218

    Bonus rounds: The inevitable re-staffing 219

    Hiring Foreign Nationals 220

    Double-checking the documents 220

    Evaluating the E-Verify system 220

    Petitioning for an employee 221

    Training Your Staff 221

    The employee manual: Identifying your company policies 221

    Operations manuals: Understanding specific job functions 222

    Creating a training schedule 223

    Chapter 13: Purchasing and Managing Supplies 225

    Preparing to Stock the Supply Room 225

    Listing what you need 226

    Considering premade items 228

    Finding and Working with Purveyors 228

    Finding and interviewing suppliers 229

    Comparing prices, quality, and service 231

    Considering the size of suppliers 232

    Getting the right quality at the right price 232

    Getting what you ask for the way you ask for it 233

    Building an Efficient Inventory System 234

    Managing the inventory 234

    Reducing waste 237

    Eliminating spoilage 238

    Chapter 14: Running Your Office 241

    Deciding Where to Put Your Office 241

    Creating a Communications Hub 242

    Counting on your computer 242

    Picking up the phone 243

    Using e-mail and online services 243

    Tracking sales with a point-of-sale system 244

    Interfacing your different systems 246

    Hardware (the Old-Fashioned Variety) 246

    Processing Payments 247

    Credit and debit card transactions 248

    Gift cards 248

    Contactless and proximity payments 250

    Preparing for Payroll 250

    Farming it out or doing it in-house 251

    Deciding on a payroll period 252

    Choosing salaries or hourly wages 252

    Choosing a method of payment 253

    Saving, Storing, and Protecting Your Records 254

    Chapter 15: Getting the Word Out 257

    Defining Your Message 258

    Focusing on the consumer and tailoring your message 258

    Communicating your concept 259

    Keeping up with the competition 259

    Getting tactical 261

    Building Public Relations 262

    Planning for the good and the bad 262

    Your PR campaign: Going it alone 263

    Getting some help with PR 265

    Creating an Advertising Plan 266

    Creating a Compelling Restaurant Website 268

    Sounding Off on Social Media 269

    Investigating your options 270

    Responding to reviews both positive and negative 275

    Part 4: Keeping Your Restaurant Running Smoothly 277

    Chapter 16: Managing Your Employees 279

    Selling Employees on Your (or Their) Restaurant 279

    Educating your employees 280

    Motivating your staff 281

    Making Staff Schedules 283

    Adding it all up: How many workers you need 283

    Putting names to numbers 285

    Setting Up Policies to Live (or Die) By 287

    Scheduling and attendance 287

    Smoking 288

    Drinking or using illegal drugs 289

    Uniforms and grooming standards 289

    Social media policies 290

    Disciplinary measures 292

    Offering Benefits 293

    Looking at health insurance 293

    Considering other benefits 293

    Chapter 17: Running a Safe and Clean Restaurant 295

    Making Sure Your Food is Safe 295

    Blaming bacteria and viruses 296

    Battling illness: Time and temperature 297

    Preventing cross-contamination 299

    Monitoring food safety outside the kitchen 299

    Monitoring food safety outside the restaurant 300

    Critical control points: Following HACCP guidelines 301

    Staff education: Picking up food safety tools 301

    Implementing proper hand-washing procedures 302

    Keeping the Restaurant Clean 302

    Getting cleaning supplies 303

    Scheduling your cleaning 304

    Opening and closing procedures 309

    Taking Precautions to Protect Your Customers and Staff 310

    Food allergies and other dietary concerns 310

    First aid 312

    Exits: In the event of an emergency 312

    Providing a Pest-Free Place 313

    Handling the Health Inspection 314

    When the inspector arrives 315

    During the inspection 315

    Avoiding a bad inspection 316

    Chapter 18: Building a Clientele 317

    Understanding Who Your Customer is 318

    Meeting and Exceeding Expectations 319

    Turning Unsatisfied Guests into Repeat Customers 321

    Recognizing unsatisfied guests 322

    Making things right 324

    Making Social Media Work for You 325

    Chapter 19: Maintaining What You’ve Created 327

    Evaluating Financial Performance 328

    Daily business review 328

    Income statement 330

    Cash flow analysis 330

    Evaluating Operations 332

    Menu mix analysis 332

    Purchasing and inventory analysis 335

    Evaluating and Using Feedback 337

    Paying attention to customer feedback 337

    Responding to professional criticism and praise 339

    Listening to employee feedback 342

    Part 5: The Part of Tens 343

    Chapter 20: Ten Myths about Running a Restaurant 345

    Running a Restaurant is Easy 345

    I’ll Have a Place to Hang Out 346

    I Can Trust My Brother-in-Law 346

    The Neighbors Will Love Me 347

    I’ve Been to Culinary School, So I’m Ready to Run the Show 347

    I’m Going to Be a Celebrity Chef 347

    My Chili Rocks, So I Should Open a Place 348

    I Can Cut the Advertising Budget 348

    Wraps are Here to Stay 348

    I’ll Be Home for the Holidays 349

    Chapter 21: Ten True Restaurant Stories That You Just Couldn’t Make Up 351

    Déjà Vu All Over Again 351

    Priceless 352

    Free Pie Guy 352

    Rat-atouille 352

    Frosty the Newbie 353

    Drinks are on Me 353

    You Like My Tie? 353

    Chefs Behaving Badly 354

    Radio Fryer 354

    (Coat) Check, Please! 354

    Index 355

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