The Restaurant Business Culinary Arts, Restaurant Development, and Classification

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The Restaurant Business Culinary Arts,
Restaurant Development, and Classification
C H A P T E R
C H A P T E R
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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)

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Culinary Arts

• Culinary Arts (cont.)
• American Adaptation
• Infusion
• Blending of flavors and techniques of two
  cuisines

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Chefs of Today Need to Possess

• Need to Possess
• Cooking skills
• Employability traits
• People skills
• Menu development
• Nutrition

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Chefs of Today Need to Possess

• Need to Possess (cont.)
• Sanitation/Safety
• Accounting
• Computer Training

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Describing Foodservice Organizations

• Foodservice Organizations
• Operating philosophy
• Philosophy of owner/operator
• Expression of ethics, morals, and values
• Mission goals and objectives

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Who Is the Guest?

• Guest
• Target market customer
• Niche - specific share of a market
• Catchment area

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Who Is the Guest?

• Guest (cont.)
• Demographics
• Average number of people equals 500 per
  restaurant

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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

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Concept Elements

• Concept
• Created with customer in mind
• Location
• Theme and design
• Ambience

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Menu Planning

• Menu Planning
• A la carte
• Table d hote
• Du jour
• Tourist menus
• Cyclical menus

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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

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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

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Considerations for Menu Design

• Menu Design
• Needs and desires of guests
• Capabilities of cooks
• Equipment capacity and layout
• Consistency
• Pricing

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Considerations for Menu Design

• Menu Design (cont.)
• Nutritional analysis
• Accuracy in menu
• Menu analysis
• Menu design and layout

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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

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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

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Specialty Restaurants Quick Service

• Quick Service
• Theme related
• 111 billion annual sales
• Better known as fast food
• Limited menus
• Guest helps defray labor costs

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Quick ServiceHamburger

• Hamburger
• McDonalds and Ray Kroc
• Added breakfast
• Expanding overseas
• Co-develop sites with gasoline companies
• 33 billion worldwide sales
• Drive thru

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Quick Service Pizza

• Pizza
• Local and regional chains all with delivery
  service
• 20 billion market
• Four major chains
• Pizza Hut
• Dominos
• Papa Johns
• Little Caesars

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Quick Service Chicken

• Chicken
• KFC is market leader
• Home delivery
• 3 in 1 restaurants
• Other chains
• Churchs Chicken
• Popeyes

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Other Types of Restaurants

• Other Types
• Steakhouses
• New growth area
• Outback Steakhouse
• Seafood restaurants
• Pancake restaurants
• Sandwich restaurants
• Family restaurants

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Ethnic Restaurants

• Ethnic
• Independently owned and operated
• Mexican restaurants are largest growth segment
• Different types are developing
• Thai
• Indian
• Vietnamese

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Casual Dining/Dinner House

• Casual
• Relaxed atmosphere with trend towards casual
• Houstons
• Chain or independent
• Ethic and theme