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This book is written for the Australian, American, European eatery owner who wants to cater to the 8 million Chinese who tour these countries and the 5 million Indians who travel.

I have taken the approach of modern contemporary cuisine that Chinese and Indian tourists will want to eat and towards that aim I have included:
A tutorial on spices used
A food stop on interesting food that Asians like

I have left out other cuisines of the Asian continent that are equally important and special like the cuisines of the Japanese

the Malay

the Arabic

the Thai

the Burmese

the Vietnamese

My wish is that you enjoy yourself, serving the best food to people seeking the comfort food of home.

Sujets

Food Industry

Industries

Employabilité, métiers et formations

Economics

Business

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Publié par	eBookIt.com
Date de parution	31 juillet 2015
Nombre de lectures	0
EAN13	9781456625405
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.

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SUCCESS IN THE ASIAN EATERY
Vincent A. Gabriel
EBOOK EDITION
PUBLISHED BY VINCENT GABRIEL COPYRIGHT VINCENT GABRIEL
Preface
Opening the Door to the New Universe of Food
I have written Asian Eatery: Success with the thought that NOW is the opportune time for European, American and Australian eateries to think seriously of catering to the Asian customer. I am thinking of that 8 million Chinese tourists who roam the world in search of European gems – in the form of fine clothes, great wine, beautiful jewellery and the best that Europe, America and Australia have to offer.
With them, though in smaller numbers are the Indians, Japanese, Koreans, Taiwanese and South East Asians. When put together they form another eight million.
Marco Polo, the great Italian traveller, was the first to tell the world of the wonders of the East. Unfortunately Europe, in its stubborn arrogance, could not accept an Asian civilisation, as rich as that of Europe.
Today, don’t let myopia set in again. Cater for the 16 million free-spending Asians seeking “comfort” food.
Asian food is basically healthy, nourishing and, most importantly, easy to prepare.
It is my wish to be able to tell you of this opportunity and to put my experience at your service.
About the Author
Vincent A. Gabriel has written extensively on the food business and matters related to the business of entertaining, feeding and strengthening communities and individuals through FOOD.
The Asian Eatery is unique in the sense that there is no such cuisine. Asia is a huge continent of 4 billion people with an unbelievable diversity of food. The author understands that you want to serve the Chinese and the Indian travellers who turn up at your door. Well this is the book. You have to understand the background to their needs so that you know what to give to them.
Writing Awards

2007
Raffles Hotel’s 120th Anniversary essay “What Raffles Hotel Means To You”
1999
Swatch / New paper – Sounds of the new millennium
1990
Cartier / Signature Journalism contest – Honourable mention
1989
Joint 1 st prize for essay on “1992 – The European Administrative Manager” organized by the IAM in conjunction with the John Simon Lecture (London)
1986
Joint 1 st prize in the International Essay contest and Symposium on “Productivity Through Better Labour – Management Relation” representing Singapore at the Asian Productivity Organisation 25 th Anniversary meeting at Pattaya.
1985
2 nd Prize in the Open section of the National Banking and Finance Essay Competition.
1984
Gold medal “1 st in the world in English” awarded by the London Chamber of Commerce and Industry
It is my pleasure to be able to serve you and share with you the experience gained.
About the APPROACH
This book is written for the Australian, American, European eatery owner who wants to cater to the 8 million Chinese who tour these countries and the 5 million Indians who travel.
I have taken the approach of modern contemporary cuisine that Chinese and Indian tourists will want to eat and towards that aim I have included:
A tutorial on spices used
A food stop on interesting food that Asians like
I have left out other cuisines of the Asian continent that are equally important and special like the cuisines of the Japanese
the Malay
the Arabic
the Thai
the Burmese
the Vietnamese
My wish is that you enjoy yourself, serving the best food to people seeking the comfort food of home.
Table of Content
SUCCESS IN THE ASIAN EATERY
1      What Is Asian Food
2      The Asian Eatery Business Model
3      Know What Makes The Asian Eatery Successful
4      Formalities Of Starting
5      Menu Planning And Design
6      Decorating The Eatery
7      Purchasing Effectively
8      Stocking Correctly
9      Marketing The Eatery
10      E-promotion Of The Asian Eatery
11      The One Big Mistake
12      The Future Of The Asian Eatery
UNIT 1
What is Asian Food
Synopsis
At the end of this unit, you will know what are the areas you must focus on to be successful as a provider of Asian food.
Introduction
To be able to achieve a certain level of competence, profitability and customer satisfaction it is necessary to start by identifying the areas of focus of the Asian Eatery. In this book only the cuisine of the Indian and the Chinese will be the focussed on. Why Indian? The main point is the customer. We want to meet his expectation of Indian food by being essentially Indian i.e. food adapted to the customer.
In the case of the Chinese, there is a problem as 100 million Chinese tourists are in Europe, North America and Australia and they want Chinese food with a capital “C”.
So in this book we shall have Indian food and Chinese food.
What is Chinese?
In this book Chinese refers to the mainland of China, the other parts of cultural China like Taiwan, Vietnam, the pockets of large Chinese communities in the whole of the ASEAN region, the Chinese in India and in Africa.
What is Chinese food?
Sometimes people, in search of a quick simple way of looking at Chinese food refers to “that food like noodles that is eaten with a pair of chopsticks.”
The mnemonics ‘CANT’ will help you, the reader, to get an operational idea of Chinese food.
C hopsticks are used.
A ll kinds of food, all ways of cooking and all kinds of taste.
N oodles, rice, dumplings and porridge are the kinds of starches normally consumed.
T ea is drunk in many instances.
What is India?
To answer this question, you need to know what is India and what is Indian food.
“India embodies all the pleasant and happy experiences of enjoying food related to the geographical Indian sub-continent” .
What is Indian food?
Table 1.1 : List the Indian food arranged by
Regional choices
:
•  Nepalese
•  Northern India
•  Southern India
•  Sri Lanka
Lifestyle choices
:
Vegetarian
Religious choices
:
Halal
Christian
Jain
Fusion choices
:
Chindian
Including the Indian food available outside the subcontinent
and the purpose of this book is to help you, understand the dynamics of producing and selling this indian food.

Table 1.1 List of Indian food
“You have to know how it tastes before you can cook it” quoted by
Huma Yusuf
New York Times

Copyright acknowledged
Used for educational purposes
The view is that Indian food can only be prepared by someone who is of Indian origin. This is the commonly held view for authentic regional food, using the special spices and ingredients of the area. Most of these spices are not commercially available.
An example is the preparation of a curry using the meat of a wild boar. Wild boar is not sold commercially and most governments do not allow the export of wild boar meat for mass public consumption.
Preparation of food based on “family” or “heritage” or “signature” recipes. There are groups that depend on the unique qualities of the food sold and hence are unlikely to reveal their secrets be they in:
−    Ingredients used
−    Blending techniques
−    Way of preparing the food
−    Time spent in the actual cooking process
−    Providing the dining experience to the guest
On the other side of the argument there is a view for “being practical” in commercial mass cooking:
•    Need to keep a dish at a taste level that is acceptable to the target customer. In some parts of India really hot and spicy curries are available but these are not practical to be sold to the average diner who may eat curry only once or twice a year and does not want to burn his taste buds. He might enjoy a mild, stimulating sensation of spice but nothing more.
•    Need to keep a dish at a cost level that is reflected in menu prices. Every customer has, in his mind, an idea of what price to pay. As a seller you have to recover all your costs – the indirect, the fixed and the variable, and you have to be able to turn up a profit for every dish you sell.
•    Need to maintain a certain level of consistency in food taste and in the costs of production. You may want to employ a certain team of cooks who can produce great tasting dishes for some customers. Then they leave your employ and you solve that vacancy by employing another team of cooks, who have an altogether different style of cooking. Customers get confused. Some do not like the new taste and they leave to buy their Indian food elsewhere. In the meantime the group of customers who left, when the earlier batch of cooks came in, never come back. You are faced with a situation where you have lost two batches of customers.
•    Others feel that once in Europe, the USA or Japan it is actually what the customer wants that dictates the menu.
So in Indian eateries in European cities sausages are served. In some German Indian eateries, the curry sausage is the most popular item.
In Penang (Malaysia) there is a local curry dish that uses pork as the meat and the mild curry is eaten with bread.
In London it is quite common to see on the menu “humus” and “doner kebab” both Turkish/ Middle East food being served together with the food items that the customer normally associates with indian food.
In some big cities of the USA, the following are on the menu.
STEAKS (beef, author’s word)
Served with thick potato fries and all you can eat salad
Sirloin Steak
Pepper Steak
Bonfield Steak
The Japanese serve a sweet form of gravy that they call “curry” and there is chicken or fish curry.
The menu includes the following:
FISH GRILL
•    Tuna
•    Cod fish
•    Sea bass
•    Salmon
•    King Prawn
In some Australian eateries, the indian eatery had the following:
BURGERS
¼ Pounder with Cheese
½ Pounder with Cheese
Chicken Burger
Veggie Burger
Bean Burger
Fish Burger
6 pcs of Chicken Nuggets with Chips
What exactly do you have?
In the course of running the Asian Eatery you will be approached by customers wanting particular items that they consider Asian but which you do not stock as you are a Chinese eatery, or an Ind