©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