1. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker CHAPTERCHAPTER CHAPTERCHAPTER 6 The Restaurant Business Culinary Arts, Restaurant Development, and Classification

2. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John 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)

3. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Culinary Arts Culinary Arts (cont.)… –American Adaptation Infusion –Blending of flavors and techniques of two cuisines

4. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Chefs of Today Need to Possess Need to Possess… –Cooking skills –Employability traits –People skills –Menu development –Nutrition

5. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Chefs of Today Need to Possess Need to Possess (cont.)… –Sanitation/Safety –Accounting –Computer Training

6. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Describing Foodservice Organizations Foodservice Organizations … –Operating philosophy Philosophy of owner/operator Expression of ethics, morals, and values –Mission goals and objectives

7. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Who Is the Guest? Guest… –Target market customer Niche - specific share of a market –Catchment area

8. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Who Is the Guest? Guest (cont.)… –Demographics Average number of people equals 500 per restaurant

9. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John 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

10. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Concept Elements Concept… –Created with customer in mind –Location –Theme and design Ambience

11. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Menu Planning Menu Planning… –A la carte –Table d’ hote –Du jour –Tourist menus –Cyclical menus

12. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John 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

13. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John 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

14. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Considerations for Menu Design Menu Design… –Needs and desires of guests –Capabilities of cooks –Equipment capacity and layout –Consistency –Pricing

15. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Considerations for Menu Design Menu Design (cont.)… –Nutritional analysis –Accuracy in menu –Menu analysis –Menu design and layout

16. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John 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

17. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Full-Service Luxury Restaurants Full-Service… –Good selection of menu items made on premises –Majority of these restaurants are chef driven –Michelin star rating system is the international standard

18. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John 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

19. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Quick Service Hamburger Hamburger… –McDonald’s and Ray Kroc Added breakfast Expanding overseas Co-develop sites with gasoline companies $33 billion worldwide sales Drive thru

20. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John 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

21. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Quick Service Chicken Chicken… –KFC is market leader Home delivery “3 in 1” restaurants –Other chains Church’s Chicken Popeye’s

22. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Other Types of Restaurants Other Types… –Steakhouses New growth area Outback Steakhouse –Seafood restaurants –Pancake restaurants –Sandwich restaurants –Family restaurants

23. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Ethnic Restaurants Ethnic… –Independently owned and operated –Mexican restaurants are largest growth segment –Different types are developing Thai Indian Vietnamese

24. ©2004 Pearson Education, Inc. Upper Saddle River, New Jersey 07458 Introduction to Hospitality Management, First Edition John Walker Casual Dining/Dinner House Casual… –Relaxed atmosphere with trend towards casual Houston’s –Chain or independent –Ethic and theme