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112 pages

English

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Description

Ninety percent of all new restaurants started by new business owners failed. Vincent Gabriel, a food and management consultant shows you how a restaurant can survive its first year, based on understanding the critical factors that will make your operation a success. The topics covered are:
* Food Business Models
* Knowing Your Customer
* Franchise As A Food Business Tomorrow
* Menu Planning And Design
* Viability Of Your Outlet
* Decorating The Eatery
* Selecting And Keeping Staff For The Eatery
* Purchasing Effectively
* Stocking Correctly

Sujets

Entrepreneuriat

Business

Economics

Employabilité, métiers et formations

New Business Enterprises

Informations

Publié par	eBookIt.com
Date de parution	12 octobre 2013
Nombre de lectures	0
EAN13	9789810777517
Langue	English

Informations légales : prix de location à la page 0,0295€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

Restaurants Success
Vincent A. Gabriel
Ebook Edition Aug 2013
Published By Rank Books
ISBN 978-981-07-7751-7
Copyright 2013 Vincent Gabriel
Typeset and Cover Design: Rank Books
www.rankbooks.com
All rights reserved. No part of this publication may be reproduced or copied in any form or by any means - graphic, electronic or mechanical, including photocopying, recording, taping or information retrieval systems - without written permission of the copyright holder.
Condition of Sale
This book is sold subject to the condition that it shall not, by way of trade or otherwise, be lent, resold, hired out or otherwise circulated without the copyright holder s prior consent in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser.
Disclaimer
The author disclaim all liability and responsibility for loss caused to any person by any act or omission to act directly or indirectly as a result of material contained in this book.
Printed in Singapore
Preface
T he most important item on this Preface is to thank the thousands of people who have read this Success in the Food Business . We have gone right up to the 7th edition. Without your generous support of buying this book, sending in suggestions to update the text and calling me to listen to your food-related problems, I would not have been able to get the 8th edition done.
On your advice and that of the editors we will publish the book in the digital format. Secondly, as a result, the name is changed to Restaurants Success and spin-offs have been created. Among the spin-offs are
Asian-Food Business Success
Freshly-Brewed Coffee Success
Chill Out Wine and Beer Success
Hawkers Food Success
Once again I ask for your kind and generous support. Please continue to send in your suggestions and comments. To all Success!
About the author
V incent A. Gabriel, B. Sc (Econs.) Hons, (London) Dips. M., Cert. in Ed., is a Consultant to business-minded persons wishing to start enterprises of their own. His business experience has brought him on assignments to Kenya, the Mauritius, Sri Lanka, Burma, Thailand, the Philippines and California.
In Singapore, he is well-known for his lectures on small businesses, marketing and economics. Presently, he holds regular lectures on How to Start Your Own Business to groups of people for the National University of Singapore s Department of Extramural Studies, Mendaki and various organisations.
Vincent A. Gabriel s writings have won him four major awards: LCCI Gold Medal for World Best in English; Joint First in the Asian Productivity Organisation 25th Anniversary Essay Competition; Second in the National Essay Competition of the Institute of Banking and Finance; and Joint First for the John Simmons Lecture Essay Competition (UK). He is also the author of three management books; Management;: Management of Business; and A Guide To Management of Business which are being adopted by colleges in Singapore as standard texts.
To My Family
To My Friends
To all the people who have helped me all these years with advice and contacts so that I have been able to survive in business
To all of you this book is dedicated to you
Content
Preface
About the author
Chapter 1 More Success To More
Chapter 2 Food Business Models
Chapter 3 Knowing Your Customer
Chapter 4 Franchise As A Food Business Tomorrow
Chapter 5 Menu Planning And Design
Chapter 6 Planning To Start A Food Business
Chapter 7 Viability Of Your Outlet
Chapter 8 Formalities Of Starting
Chapter 9 Decorating The Eatery
Chapter 10 Selecting And Keeping Staff For The Eatery
Chapter 11 Purchasing Effectively
Chapter 12 Stocking Correctly
Chapter 13 Marketing The Eatery
Chapter 14 Promoting The Eatery Effectively
Chapter 15 Getting The Halal Certificate For Your Food Business
Chapter 16 Growth Models In The Halal Market
CHAPTER 1
More Success To More
Synopsis
Forces of change
- more variety, more accessible
- more are drawn into the net of food not cooked at home
- certain types of food going extinct
Implications
- more food sources
- more spending
- focus on hygiene
- LSSOM
- increased automation in the system of food production
Introduction
S ince the last edition of Success in the Food Business the environment for Success in the Food Business has changed in the following ways:
There are now more varieties of food available and that food is getting to be more accessible in terms of location and price.
More people are being drawn into the system becoming consumers of food not cooked at home.
Certain types of food are going extinct .
More variety, more accessible
These features can be attributed to the impact of immigrants and the increased number of tourists coming to Singapore.
The implications for would-be food start-ups are:
consumer tastes have gone beyond rice and noodles to include pizzas, pastas, various types of bread
a larger range of meat and vegetables has become available as suppliers look for food sources beyond the traditional. Following this trend people have acquired a taste for better quality ham, fish, wines, fruit, coffee
Consumers are prepared to spend more on quality to indulge in the items that they consider to be better. What was once gourmet items to the average consumer has moved into the area of being common .
For example, it has been found in consumer surveys that ten years ago customers went to fine dining restaurants only once a year (e.g. being invited to a wedding banquet). Today they do so at least once a month. At the other end food courts, hawker centres were visited every weekend (for family meals) and casual and quick food outlets at least once a day (at lunch or dinner).
The conclusion is that in Singapore the meal outside home is crucial to the healthy well-being of the individual and for you, the food entrepreneur the responsibility of meeting your customers needs is vital to the consumer economy.
One group of food start-ups that has been affected is those supplying halal food. Compared to ten years ago there is now a wider variety of halal food and as a result the material on these foods has been expanded to two charters to cater for the need to keep halal start-ups informed.
In earlier editions of this book, the locations for food outlets were restricted. Today more locations are available and gourmet items have moved into the neighbourhood, making good food available at the doorstep but at the same time bringing inconsiderate parking of vehicles into places not designed to take in so much vehicular traffic.
Another peculiar feature has been the relentless rise of rentals imposed by landlords on food outlets. While the food business has been a sure generator of income, the rise of rentals beyond 15% of total gross sales is indeed a severe handicap to anyone wanting to make a success in the food business.
More consumers
As more customers throng eateries, landlords and cleaning services providers have been unable to keep up with the pressure to keep floors, tables, seats and toilets clean. After having paid higher rentals than before, food sellers must be clever enough to demand that customers eat in tidy, clean and hygienic places. If customers get ill or sick, suspicion may fall on the food sold. Dirty floors, tables and toilets have the bad habit of becoming boomerangs that can hurt thriving, busy food outlets and put them on internet chat rooms.
The larger variety of consumers means that people, who used to eat food cooked by their maids, or mothers, expect an increased level of customer service. The abrupt, no nonsense way of doing business, a decade ago has to give way to a more individual customer-focused approach, that takes into account, less salt, less sugar, less oil, no MSG, (LSSOM for short) that is now the standard request of the discerning customer who has the buying power to enforce his/her LSSOM on the food seller. Customer service standards have changed. Indeed the customer is king. Success depends on catering to the needs of this customer.
Acceptance of the enjoyment of food and wine in the social field
When this book was first published, food was produced and sold by those who had to sell food to keep body and soul together.
Today many talented professionals have chosen to cook and sell food and the food business has gentrified and outstanding cooks (now called chefs) and bartenders (now called mixologists) have become celebrities. The talent infusion, while on the whole advantageous has created a gap between the traditional food sellers (who got into business for no other reason than the lack of high entry barriers) and the professionals.
The food business has also been a means of social mobility and steps are being taken by voluntary welfare organisations (VWO) to help the marginalized earn a living. The gap, mentioned above, has raised the bar and eateries run by ex-offenders, the elderly, those suffering long-term unemployment have to come up to the standards set elsewhere. The customer is going to buy because the food is delicious, the service is good, the place where the food is sold is clean and the prices charged are in line with the quality provided.
The media talk about food all the time. Food is in every one s conversation.
For those starting in the food business, the challenge is to put out a better food enjoyment experience.
Certain types of food are going extinct
When food was cooked at home, the emphasis was on the available ingredients that the home cook could depend on. With the commercial cook the emphasis is on the needs of the customer. The customer, with money, wants to be served quickly, wants food that is not too complicated so long as not to be unhealthy or difficult to digest.
The production of food has developed into a system, which in many instances can be automated, so that quality can be