FEDERAL AGENCY FOR EDUCATION

URAL STATE FOREST ENGINEERING UNIVERSITY

Department of Socio-Cultural Technologies

COURSE PROJECT

By discipline: Service activity

Topic: Organization of the restaurant business on the example of the opening of the restaurant "LeHonor"

Student: Sergeeva O.A., GF - 22

Head: Anosova T.G.

Course project admitted to defense

Head of Department

Yekaterinburg 2007

annotation

The course project on the topic “My offer in the service market: the LeHonori restaurant” consists of 23 pages, including 4 illustrations. The work is written on the basis of 4 sources.

Key words: restaurant, restaurant concept, consumer, client, service, maintenance, interior, innovation, animation, corporate identity, idea, menu.

In the course of the work, the position of the food industry, namely the restaurant, was investigated. I proposed to open a restaurant "Le Honori", which combines a truly French charm.

Introduction

1. History of the development of the service industry

1.1Ancient period

1.2 Middle Ages

1.3 18th century

1.4 XIX century

2. Restaurant "Le Honori"

2.1 Consumer analysis

2.2 Offered service in the classification of types of service

2.3 Restaurant concept

2.3.1 Choosing a location for a restaurant

2.3.2 Service technology

2.3.3 Atmosphere of the restaurant

2.3.4 Interior design

2.3.6 Animation

2.3.7 Innovation

2.4 Corporate identity

Conclusion

List of used literature

Introduction

I received an assignment from my supervisor to develop my own proposal for the service market.

In my course project, I want to consider the food industry, as I believe that today food services are very popular, important and necessary. The standard of living in the country is rising, and consequently the demands of people who are increasingly eating out are also rising. For many, now it is important not only what to use, but also the location. Therefore, my offer in the service market: a restaurant with French cuisine "Le Honori".

Restaurants play an important role in the life of human society. A visit to a restaurant performs an important social function. People need not only to saturate with food, but also to communicate with each other. Restaurants are one of the few places on earth where all of our senses work to create an overall feeling of pleasure. Taste, visual, auditory, tactile and olfactory sensations are combined to appreciate the food, service and atmosphere of the restaurant.

The restaurant business is exciting and promising: the right choice of location, cuisine, atmosphere and intelligently organized service create opportunities to attract customers and make a good profit.

The purpose of my work is to review the state of the food industry in the country today in order to offer something new, different from the rest.

My task is to show the prospects for the development of the restaurant business in the context of my offer in the service market.

1. History of the development of the service industry

1.1 Ancient period ( IV millennium BC - 476 AD)

Mentions of the first enterprises in the hospitality industry, which provided both accommodation and catering services - taverns - can be found in manuscripts that scientists attribute to the era of ancient Greece and ancient Rome.

In ancient Greece in the 1st millennium BC. taverns were an important element of the social and religious life of society. Although the taverns had accommodations for travellers, they were more for the provision of catering services. The taverns that were closer to the cities were more frequented by wealthy citizens, and therefore they were run by freedmen or retired gladiators who decided to invest their savings in the "restaurant business".

The idea for the first ever "business man's lunch" belongs to Sequius Locatus, a Roman innkeeper who, as early as 40 BC, e. made life much easier for people too busy to go home for lunch.

Roman cooks considered themselves an elite and rewarded each other with high-profile titles. In addition, chefs have established their own Academy of Culinary Arts.

After the fall of the Roman Empire, a qualitatively new era began in the development of the "eating out" industry.

1.2 Middle Ages ( V – XV centuries AD)

The pioneers in the culinary arts, the first people in Europe to enjoy delicious hearty food and drink, were the Italians, the heirs of the Romans. The early Italian bourgeoisie, engaged in trade and crafts in southern Italy, was the first to contribute to the development of European culinary art.

Around the second half of the 14th century, the center of culinary art in Europe moved from Italy to France, to Paris, to the royal kitchen. The art of cooking delicious food in France has received strong state support. In 1375, in France, the chief cook of King Charles V, Guillaume Tirel, wrote the first cookbook in a single copy.

In Italy, the first cookbook appeared almost a hundred years later, in 1470.

In 1571, the first menu was developed in France, which is a list of dishes prepared for the holiday at the court of Charles IX. Since this was an episodic phenomenon, the list did not receive the name “menu” at that time. The real and permanent menu began to be developed only a hundred years later, in the early 60s of the 17th century at the court of Louis XIV in the form of notes with dinner orders in the palace kitchen. Outwardly, they were cards on thick paper with a list of dishes served for the king in a single copy. For example, there were such menus: "menunonpourlatable" - "a small note on the preparation of dinner", served as an order for cooks; "lacartedemenuplaisir" - "list of refined pleasures", which was intended for the king before dinner.

The sanitary conditions of the kitchens were appalling: food cluttered the shelves and often fell to the floor, dogs and children played among the food lying on the floor, dozens of helpers fussed around the stove, interfering with each other.

Sometimes dozens of dishes were prepared for the meal, which were carefully served, but eaten without any ceremony.

1.3 XVIII century

The United States plays a special role in the development of hospitality enterprises. Taverns in America have always been the centers of social life, places of political gatherings.

In France, M. Boulanger, "the father of the modern restaurant", opened a tavern on Bael Street, which also worked at night. The main dish served here was soup, which Boulanger called restorantes (strengthening, regenerating), hence the name "restaurant". It went beyond just soup and hosted hundreds of hungry patrons, offering them a wide range of succulent, beautifully prepared dishes.

By 1794, when the French Revolution took place, there were already five hundred restaurants in Paris. It was thanks to the revolution that the idea of ​​a restaurant spread all over the world. Many chefs have crossed the ocean

and, once in America, they went into the restaurant business. Many countries have felt the influence of French cuisine.

1.4 XIX century

At the turn of the XVIII-XIX centuries, the organization of restaurant business in France reaches a high level. Masters of French cuisine Urban Dubois and Emile Bernard improved their activities at the royal court in Russia. It was they who introduced the technique of accelerated serving, the purpose of which was to prevent the dishes from cooling down before they were eaten, and called it "service in Russian." They also offered to abandon excessive worship of etiquette and simplify the process of serving guests.

By 1800, the British began to take over in earnest from their French neighbors their concept of a restaurant. Until then, the English restaurant had been a majestic institution - a world of refined cuisine, high decorum, exquisite service, where only the elite could afford to dine.

In London in 1898, Caesar Ritz and Auguste Escoffier created a team capable of preparing the finest European dishes, as well as providing the finest restaurant atmosphere to match those dishes.

The Ritz introduced the tradition of wearing only evening attire to the restaurant, invited the best instrumental orchestras to the restaurant, and generally spared no expense on various special effects.

Auguste Escoffier was one of the greatest culinary experts of the day. He was called the "emperor of the kitchen" and was considered a kind of saint for all professional chefs in the world.

In America, Delmonico topped the list of first-class restaurants. For a long time they remained the only expensive and quite aristocratic restaurants in the United States. It is here that a bilingual menu first appears, in which the list of dishes was not only in traditional French, but also in English.

In the second half of the 19th century, the menu began to mean lists of snacks, dishes for specific breakfasts, lunches or dinners at any food establishments. They could change every other day, week, month or year. Thus, we can assume that in the second half of the 19th century, the “alacarte” (“a la carte”) menu began to be used and customers got the right to choose any dish from the list offered to them according to their taste.

Thus, in the 19th century, the hospitality industry saw many more innovations than in its entire previous history. In the prestigious restaurants of the Western world, which used to gather exclusively male company, women began to dine too.

The less wealthy part of the population visited the grillroom (a small restaurant or a room in a restaurant where dishes of fried meat or fish were served), also a purely English invention, where one could dine in a relaxed, friendly atmosphere.

The 19th century and the beginning of the 20th century left a noticeable mark on the history of the development of the hotel business in Russia. During this period, well-known hotel enterprises were built, some of which continue to function successfully to this day. It should be noted that they mostly corresponded to the European concept in terms of both architecture and interior design, as well as the service offered.

A purely Russian type of establishments, which had no analogues abroad, were tea houses, which quickly gained popularity.

1.5 20th century

In the twentieth century, the hospitality industry reaches its dawn. USA and Europe remain leaders in this area. Significant changes are taking place in the restaurant business.

In 1921, Walter Anderson and Billy Ingram founded a chain of hamburger eateries they named WhiteCastle.

In 1927, the first roadside diner HotShoppeandrootbeer, owned by Marriott, opened. Around the same time, fast-food restaurants and establishments began to spring up across America, where passers-by were served from the comfort of their car. These establishments were called "drive - in" (drive in - drive into the yard), and motorists called this method of service "carshopping" (jumping on the bandwagon): to take an order, the waiter jumped on the bandwagon of the car. "drive-in" has become an integral part of the American way of life and one of the favorite places for communication.

Well-known restaurant chain owner Joe Baum says that people go to restaurants not only to eat, but also to chat with each other. Restaurants exist to give their patrons the pleasure of both, and the only measure of a restaurant's success is how well it satisfies that need for pleasure.

Currently, the trends in the development of the restaurant business include:

Deepening the specialization of the restaurant offer.

Formation of international restaurant chains.

Small business chain development.

Introduction to the restaurant industry of computer technology.

2. Restaurant " Le Honor and (honor)"

2.1 Consumer analysis

The restaurant market is made up of people using its service. Before opening a restaurant, you need to conduct a market analysis to find out if there will be a demand for a particular product, for example, French cuisine.

The potential consumer of the service I offer will be people of the middle and premium class, namely, the highest - the middle, the highest - the lowest, the middle - the highest, the middle - the middle. I believe that the factors that determine the consumer behavior of my client will be such as:

By type of household – young, married, no children; empty nest 1, that is, middle-aged people without children; also, I think the restaurant will be popular with young singles and middle-aged singles, as the restaurant with its charm is ideal for romantic dates.

The dominant cultural values ​​are:

¨ other-oriented values: collectivism (orientation towards the group and consistency with it), adulthood, masculism - feminism, youth;

¨ environment-oriented values: cleanliness, change, safety;

¨ self-oriented values: activity, leisure (entertainment), humor.

The dominant social indicators that determine the behavior of consumers of my service will be: income level, education level and social status.

2.2 Offered service in the classification of types of service

According to the five-digit system of classification of types of services, I can attribute my proposal to the consumer type. According to the four-digit system, in which services are divided according to the principle of materiality or non-substantiality, it refers to tangible services aimed at the human body.

2.3 Restaurant concept

We very often hear such concepts as the idea of ​​a restaurant, the concept of a restaurant, the theme of a restaurant. Very often, the concept is understood as the idea of ​​a restaurant. But from the idea to the construction of a competent concept is still far away. The concept reveals the restaurant idea, describes all the components of the restaurant's activities.

For a restaurant business concept to be successful, it must be designed with potential customers in mind. Too often the opposite happens: someone gets the idea to open a restaurant of such and such a profile, but soon it turns out that he has too few visitors, who are not enough to ensure the viability of the new establishment.

For more successful entrepreneurs, starting and working in a restaurant brings a lot of joy - lots of people, new faces, old friends... A restaurant is a place of intense social interaction that stimulates the adrenaline production of visitors, staff and management. The restaurant business is exciting and promising: the right choice of location and cuisine, the atmosphere and intelligently organized service create opportunities to attract the market and give a good return on investment.

The challenge is to select or come up with a suitable restaurant concept, a concept that suits a particular market better than the options offered by competitors. The profile of each restaurant is determined by its concept, i.e. this concept forms the basis of its image, which appeals to a specific market: everyday food, for formal events, for children, for adults only, ethnic, etc. The concept should be suitable for the chosen area and fully take into account the chosen target market. In other words, the location of the restaurant, its concept, menu and design features must be harmonious and consistent.

For the successful functioning of the restaurant management, it is necessary to pay attention to the following factors:

concept;

Location;

atmosphere;

The amount of the lease;

Other operating expenses.

2.3.1 Choosing a location for a restaurant

The concept of the restaurant should correspond to the place where it is located, and the location should correspond to its concept. The place should be liked by those who will visit it.

To open a restaurant, it is important to consider the following factors:

Demographic indicators, primarily the number of people living in the area;

The average level of income of these people;

whether the area is growing or, conversely, declining;

In what zone is the restaurant located, how are things with sewage, toilets;

Convenience: Is it difficult for people to get to the restaurant?

visibility: is it easy for passers-by to see the restaurant from the outside;

Accessibility: How accessible is the restaurant?

· Parking for cars: is it necessary to have your own parking lot, if parking is needed, how many places and how much it will cost;

Attractiveness: how hospitable the restaurant appears to passing motorists and passers-by;

· location: how pleasant the neighboring houses seem.

From the point of view of restaurateurs, the most promising places are: if the restaurant stands alone; if there is a cluster of restaurants or a restaurant row around; if there is a shopping center nearby; if it is a city center or an affluent suburban area.

The ideal location for my restaurant "Le Honori" would be the city center, as it meets all the requirements for the restaurant to be in demand.

To succeed, a restaurant must appeal to a wide range of consumers, and this can only be achieved when it is located in the right place, offers the right food, atmosphere and proper service.

2.3.2 Service technology

These days, when people order at a restaurant, what they want most is to order good service. With ever-increasing competition, bad service is a thing of the past, and now restaurants are paying more and more attention to service.

The service starts when the customer arrives and ends when he leaves the restaurant.

French restaurant service:

This type of service is common in gourmet restaurants where it emphasizes elegance and upbeat atmosphere. The food is served appetizingly laid out on a large platter and on small plates arranged on a trolley, even equipped with a gas burner to heat the food. French service is considered the most impressive and expensive type of restaurant service.

For French service, a whole team of service personnel is required, which should include:

– metro hotel-manager of the restaurant;

- senior waiter

- assistant to the head waiter;

- waiter.

When visiting LeHonori, visitors are greeted at the entrance by a friendly and polite girl (hostess). She also escorts guests to the table and "passes" them to the waiter. The waiter greets guests, brings the menu, informs about new products or changes in it. Then he leaves. The sommelier offers a wine list. The client makes an order, after a while the waiter returns and takes the order. The unobtrusive presence of the waiter, the distance must be observed when communicating with the guest. In the restaurant I propose, there will be French-style service, that is, the food is prepared and laid out on plates directly in the kitchen, the plates are delivered to the guests. This method of service reduces the waiting time for the order, guarantees the right temperature of the dishes and makes the work of the waiters as easy as possible. Our client will have the opportunity to enjoy the amazing dishes created by the hands of the recognized master and connoisseur of French cuisine Pascal Barthele. During the entire service, the waiter makes sure that the guest always has clean spoons and forks at hand, so that it does not happen that a new dish is brought and placed in front of the guest, and the fork and knife used by him when he ate the appetizer is not replaced . After the client has dined, and the waiter sees that the guest is about to leave, he brings the bill. The visitor pays, the waiter politely says goodbye.

2.3.3 Atmosphere of the restaurant

The atmosphere created by the restaurant has a strong impact on the visitor. Guests of the restaurant pay great attention to interior design, it helps to create a certain mood among visitors. Interior specialists even came up with a term for this - atmospherics. Back in the 1970s, restaurant decor was emphatically simple. Now, not a single concept can do without atmospherics. It has an immediate sensory impact on the visitor.

Perhaps most of all, this notorious atmosphere is noticeable in the interior of the so-called "thematic" restaurants. They make full use of color, sound, lighting, decorative and visual effects to evoke a special mood in the visitor.

My project is called "LeHonor" because here you can feel the spirit of romantic Paris, where many people dream to visit. Our guest will have a light, serene mood. Special interior design, French charm, high restaurant fashion, exquisite European taste and incomparable French cuisine, as well as live music (on request, our musicians can perform compositions for you by such famous people as Edith Piaf, Mireille Mathieu, Charles Aznavoir , Joe Dassin), a small wall exuding relaxing aromas, staff in a strict uniform, which makes it possible for true connoisseurs of French cuisine to discover a piece of France, regardless of the weather.

2.3.4 Interior design

The LeHonori restaurant is designed for a fairly large number of people, so there will be many tables on the first and second floors. The interior of the restaurant combines the strict and laconic style of modern Europe and the lightness and ease of the French province.

On the first floor, in the center of the hall, there is a small wall with relaxing aromas. There is a bar where the pearls of the cellar's wine collection are bottled - Chateau Margeaux, ChateauPetrus, SauternesChateaud'Yquem, you can also buy cigars of some of the best brands (Astral, Maya, Coiba, Nat Sherman and others). On the opposite side from the entrance to the hall, musicians play, there is a space nearby where those who wish can dance. The walls are made in gentle, calm shades, the floor is made of light-colored parquet with an interesting ornament. The tables are covered with a sand-colored fabric with a huge pattern, on top of it is a plain scarlet tablecloth. Soft cream-colored chairs that allow you to keep your posture straight.

At the end of the hall there is a staircase that leads up to the second floor, where there are also tables, but here the atmosphere is more intimate. Lighting is provided by candles, giving a romantic mood. There is also a bar. The sound of crackling logs is emitted in the fireplace, which makes you feel cozy, comfortable and warm. On the top floor there is a billiard room where our guests can play with pleasure. For a visual representation, an approximate photograph was taken (Appendix 1).

2.3.5 Menu

The menu is the most important ingredient for success in the restaurant business. It must be consistent with the overall concept of the restaurant, and since the concept is based on the expectations of the visitor, it is the menu that must meet these expectations or even exceed them. My restaurant "LeHonor" is based on French cuisine, which is famous for its sophistication, uniqueness, so we will prepare the corresponding dishes by the French chef Pascal Bartele. The menu of the restaurant offers a variety of appetizers: Gilardot oysters, foie gras pate, tender foie gras with summer fruits, beef fillet carpaccio, assorted aged French cheeses, PecarinoalleVinacce; salads: Nicoise with tiger prawns, Iceberg, Foie Gras, Crab; soups: Andalusian gazpacho and cucumber tartare, morel cream soup, Marseille fish soup, Bonnefemme borscht; hot dishes: “French leg of pork”, “French duck”, venison “PavedeBiche”, Risotto with green peas, squid stuffed with rice with coconut milk, lamb ribs “Boulanger”, “Pegeux”; desserts: pancakes "Suzette", dark chocolate dessert "Grand Cru" "Tatin" with apples, strawberry dessert "Shu", dessert "Raspberry tenderness". We also have a large selection of French wines and cocktails: Chateau Reynon Vieil Vigne, Chateau Jean - Fontnille Loupiac, Petit Chablis Renard, L'Heritage de Chasse Splin, Montiac de France Merlot and much more.

2.3.6 Animation

Animation is one of the important components in service activities. In the LeHonori restaurant, the animation is a small wall with relaxing aromas, located in the hall on the ground floor; musicians performing compositions by famous singers such as Edith Piaf, Mireille Mathieu, Charles Aznavoir, Joe Dassin, Patricia Kaas; there is also billiards in our restaurant - one of the most popular games in modern times.

2.3.7 Innovation

The restaurant "LeHonor" for regular customers has three Mercedes-class cars that will take you from home to the restaurant and back. We also host tastings of some of the best French wines once a month.

2.4 Corporate identity

1. Naming: "Le Honor".

When we hear “Le Honori”, we immediately understand: “I heard something in French, what does it mean?” This gives the name some kind of mystery, still unrecognized, and people love innovation. On the other hand, French means fashionable, refined, light, charm. Therefore, people who come to the restaurant will expect something unique, unusual, respected by the staff, French, with a huge range of dishes and wines.

2. Logo (Appendix 2).

The name of the restaurant is written on the logo in large letters. He's no frills.

3. Slogan: “Honor and respect. We are waiting for guests every day!

4. Business gifts: French wine tasting (Appendix 3).

5. Uniform (Appendix 4).

6. Interior (Appendix 1).

Conclusion

Having traced the stages of development of the restaurant business and assessed the catering services market, today, I came to the conclusion that there is a huge competition in this area, in which only the mind, imagination and a well-thought-out concept help to survive. The restaurant business is relatively easy to enter, but difficult to succeed. If there is a formula for success in this business, then it should sound something like this: come up with a new concept and bring it to life.

I believe that I coped with the task set before me by offering my idea to the service market.

List of used literature

1. John Walker Hospitality Management Introductory course: a textbook for university students studying in the specialty "Hotel and tourism business" (translated from English by V.N. Egorov) - M .: "UNITI-DANA", 2006.-880s.

2. Patti D. Shock, John T. Bowen, John M. Stefanelli (translated from English by S. Prokofiev) Marketing in the restaurant business. - M.: "UNITIDANA", 2005. -506S.

3. Fedotova I.Yu. Regulatory documents on the restaurant business: a guide. - S-P .: "Astrel-SPb", 2006. -277p.

4. Efimova Yu.A. Effective menu: concept and design. - M .: "Restaurant statements", 2006. -742 p.

5. Modern restaurant. - publishing house "Panorama" and NP publishing house "Enlightenment", No. 6, 2007, -80s

The high-level training program is designed for:

• those who want to open their own restaurant, cafe or any other catering establishment in the future
• aspiring restaurateurs faced with a problem in running a restaurant business
• restaurant or cafe owners seeking to improve the level of their institution
• restaurant managers who do not have an appropriate document on education
• line staff (waiters, cooks, confectioners) planning to move up the career ladder - to become a restaurant manager

The course is taught by (teachers and their lesson plans):

Mikhail Elizarov - restaurateur, anti-crisis manager, specialist in opening and developing establishments in the HoReCa segment

How to open a restaurant. step by step plan

Documentation in a restaurant. Reporting accountant-calculator

Personnel decides everything

HR document flow. The practical side of the issue. Induction before mentoring and dismissal

Pavel Dzyublo - Tsaritsyno College graduate, MKN Brand Chef

There are no trifles in the restaurant, there are a lot of doers

Routine is the worst enemy

Who is the chef in your kitchen

How to start production with minimal losses

What is automation and why is it needed

Smart investments at the beginning of the journey will help you earn money in the future

Anna Shuvalova is a graduate of the Tsaritsyno College, professional experience: the manager of the restaurant "Mandarin. Noodles and Ducks, Huanghe Restaurant, Fani Kabani Restaurant and ProMEAT

Restaurant business management

Yuriy Rozhkov - Tsaritsyno College graduate, head of staff training and development department at Foodservicecompany

Chain restaurant management

Valeria Yakovenko - Head of the Training Center LLC "Megatron", the Training Center of the Restaurant House A.K. Mu")

Recruitment

Effective communication. Conflict Guest Management

How to increase sales?

Anna Bolshakova is a business consultant in the field of marketing and development of public catering facilities. In the field of HORECA since 2010. In the portfolio - work in the network of bakeries "Nasushny Bread", the network of coffee houses Coffee and the City, corporate canteens "Mezhdu delo" at the business center of Moscow

Catering trends: popular concepts, features of each, statistics and research

Restaurant marketing: goals, objectives, metrics. Types of marketing or Marketing 360

Product (Brand identity)

Price (The concept of cost, food cost, margin. Working with the menu and pricing)

Location (Local Point of Sale Marketing)

Promotion (SMM, PR, Digital Marketing)

The restaurant business is a field of entrepreneurial activity related to the organization and management of a restaurant or other public catering enterprise, aimed at meeting the existing needs of people for tasty, varied and healthy food, as well as making a profit.

Consider the basic principles of organizing the production of a restaurant, ensuring a reduction in the cost of products, an increase in labor productivity and an increase in turnover.

"Cook less, sell more" - this principle should be the basis for the activities of catering enterprises. It can be achieved in two simple ways. Firstly, this is a limitation of the range of dishes. The value and advantages of a limited menu is that the availability of a wide selection of dishes and drinks in the assortment requires a lot of time and labor for their preparation and, therefore, is reflected in the cost of production. Since each enterprise operates on the basis of a planned and approved cost estimate, the excess of which is unacceptable, the more funds are used for production, the less is left for operations related to the release of dishes and serving visitors. A survey of numerous catering enterprises and an analysis of their activities show that only those enterprises achieve success that shift the focus from cooking to its sale and, for this purpose, limit the assortment of dishes to the names that are most popular with visitors.

The second way to implement the principle of "cook less, sell more" is through the use of processed foods, frozen foods and ready-to-eat meals. This approach is available for every catering establishment, regardless of its type, purpose, nature and location. Of course, these products should be processed according to technological rules. It is an erroneous opinion that the quality of ready-made meals when using semi-finished products, frozen foods, etc., is lower than those prepared from fresh products. However, the enterprise, having done preliminary work to familiarize itself with the range of fast food products, can choose exactly those types of it that will ensure the proper quality of ready meals. Moreover, the volume of such work is less than the labor costs that are necessary in the manufacture of dishes from raw materials. When using semi-finished products and ready-to-use products, quality control is facilitated and simplified, since the number of goods to be purchased and stored is sharply reduced, not to mention the reduction in the volume of production activities of the enterprise. Although purchase prices for fast foods are slightly higher than those for raw materials, this increase is often more than offset by reduced costs of prepared meals and the elimination of waste and waste.

It is clear that planning, organizing and implementing the production of high quality food products is not an easy task. The kitchen manager, along with the chef, are starting it, estimating the expected influx of visitors over the next few days. Records for the same period last year can give an idea not only of the total sales, but also of the breakdown by day for each dish. As already noted, ordering the right amount of products and receiving them must be carried out in advance in accordance with the production schedule.

The manager checks how the instructions of the chef responsible for the main production line are being followed to deploy the food preparation area. It should be noted that the chef is the central figure in the restaurant. It is he who makes most of the decisions regarding the production process. In addition, many restaurateurs rely on the chef in their marketing strategy so that the chef’s personality dominates everything, and people go “to a specific ace” (PR-promotion of chefs: interviews, advice, etc.).

The qualifications of the chef and his assistants must match the concept and profile of the restaurant. Two factors are central to its determination: whether they can handle the flow of orders during peak hours; whether their culinary skills meet the expectations of customers. (Recently, due to the popularity of ethnic restaurants, there is a tendency to invite a chef from abroad). In order to convey the flavor of national cuisine, you need to know this cuisine thoroughly. Therefore, the quality is improved when a Chinese chef works in a Chinese restaurant, and an Italian in an Italian restaurant. Thus, the defining indicators of qualification are: the compliance of cooks with the conditions of a particular restaurant, the existing menu with a certain number of dishes of a certain complexity and a certain number of visitors.

Also, the ability of cooks to show their skills is influenced by the available kitchen equipment. Modern high-tech equipment contributes to the improvement of the production process. The equipment is placed in the kitchen space so that it is convenient to prepare dishes provided for by the menu of the restaurant of this profile. Most full-service restaurants have similar kitchen layouts and designs: internal work areas, stationary refrigerators, freezer, dry food pantry, preparation shop, salad shop, production line, dispatcher, dessert area, serving.

The production conveyor is the main section of the kitchen. It may include the following areas: frying on an open fire, in pans, preparing sauces, salads, distribution (these are the most typical areas of the workroom sections). The dimensions of the kitchen and its equipment correspond to the forecast sales.

An important role in the layout and equipment of the kitchen is played by considerations of the priority of the dishes being prepared - what visitors prefer and order most often.

Many chefs are able to adapt to the equipment they have and prepare quite high-quality dishes on it. Some develop a detailed methodology of what and in what quantity should be prepared before starting the process of preparing different dishes. They call this technique in the French manner mise en place (mesan dance) - "everything is in its place."

An excellent example of effective menu design and the use of kitchen facilities is provided by Chinese restaurants. The basis of the menu of many of them is set meals, i.e. several dishes with a fixed price for the whole complex. The administration explains that this is convenient both for guests (from 60 to 70% of their visitors order the complex), and for chefs who can prepare complexes in advance and fulfill orders very quickly. A la carte orders wreak havoc in the restaurant, because the kitchen facilities and chefs simply cannot cope with a large number of individual orders. For such occasions, every chef has a signature dish that is always in high demand and takes the pressure off the production line.

It is worth emphasizing that investing in the restaurant business has become a fairly popular line of business in our time. This is a fairly profitable business, since even not very successful establishments of this type give approximately 20 percent of the income for each unit of money invested. The average profitability data is 25 percent, and the best restaurants have 60 percent.

The classification is given in the standards by which restaurants distinguish between first class, "luxury" and superior. Although in our time a different classification is used, which has formed in the number of people directly involved in this business:

• - elite restaurants with a famous chef, where prices are very high, but at the same time, visitors are provided with a delicious variety of dishes, an interior designed in the same style, and comfort;
• - restaurants of the “middle hand” are intended for the middle class, here the prices are lower, the design is more modest, the main plus is the dishes offered;
• - "fast food" restaurants, that is, fast foods - cheap, the same type of menu, plus self-service.

Features of starting a restaurant business are based on one of two fundamental principles:

• 1) do everything on your own, “from scratch”;
• 2) purchase of a ready-made restaurant. The main thing in such a case is the idea, premises, other resources for its implementation are sought, bought later.

When thinking about opening a restaurant, you need to remember that there are expert consultants in this field who are able to carry out an analytical study for a restaurateur, form a business plan, and give advice. These experts will analyze:

• - movement of people in a certain place, determining on this basis the composition, the well-being of future potential guests of the institution;
• - principles of work of competitors, will make up the competitive advantages of the company;
• - other objects near the future institution (sights, etc.);
• - appearance options;
• - infrastructure of the area - parking lots, roads;

The price of the study is 3-5 thousand dollars, another 500 will cost a business plan for several years in advance, which will make it possible to minimize the likelihood of errors and loss of invested money.

You can draw up a business plan yourself, but for this you need to conduct a series of research and analysis of competitors.

To successfully register a restaurant business with the tax authorities, it is necessary to have a good understanding of the difference between various forms of taxation. When opening a restaurant, of course, you will have to register a limited liability company.

Speaking about the design features of the restaurant, it is worth emphasizing that the general idea of ​​the establishment is, of course, obligatory. The competition in this area is quite strong, the new restaurant must be very different from others, otherwise the majority of potential visitors will opt for the usual restaurant. This idea may change over time, and, of course, depends on fashion. For example, not so long ago, the Japanese style was fashionable, but in Russia its popularity has practically disappeared. Nowadays, the most popular healthy, low-calorie food, vegetarianism.

But usually fashion is formed artificially. Fusion is now popular, which involves a combination of different trends and styles: classic and European in design with a slight touch of exoticism. There can be many design options.

A restaurant is a place where people come to eat. Therefore, the kitchen should be the center of attention. In the fusion style, the menu may be European, where exoticism will manifest itself in details (dishes design, names). This will make it possible to use the effect of novelty. But when choosing a cuisine, the menu should be oriented to the tastes of potential customers. It is important not to overdo it with the exotic, otherwise people will come only once.

If we talk about the features of the restaurant business payback, then it will not be superfluous to note the fact that the average income per year for a successful middle-class restaurant will reach almost 100-500 thousand dollars. With the cost of implementing the project in the amount of almost 250 thousand dollars, the restaurant will pay off in full in a couple of years, or even faster. The bar brings its owner 20-60 thousand dollars a year, and the business of opening a cafe 10-25 thousand dollars, and this is with a small initial investment.

In some establishments, the main income of waiters is tips. Others are wages. The first approach is more typical for European countries, and the majority of people give tips reluctantly, feeling dissatisfied, so it’s worth paying the work of your subordinates at their true worth so that none of the staff eventually has a desire to steal.

Domestic equipment for restaurant establishments is often the cheapest, although their quality corresponds to the cost. In our state, it is worth buying only devices in which there is simply nothing to fail - these are, for example, cutting tables. But in general - the better the equipment is in quality, the more expensive it is. The United Kingdom is in the first position here - everything here is of high quality, and therefore expensive. It is followed by the Federal Republic of Germany and Italy.

Some of the enterprises can even provide equipment completely free of charge, but only if a mandatory lease agreement is stipulated for the subsequent purchase of all relevant products (for example, beer), exclusively from this company.

In order for the restaurant to always be a success among visitors and potential customers, it is necessary to pay special attention to the trends in the development of the restaurant business and assess the development prospects of this area. It is necessary to constantly adopt positive experience from Western colleagues.

Proper management in the restaurant business plays a big role in the profitability of the restaurant business. Today, much attention is paid to him. Only a few can be engaged in strategic management, so to find a truly qualified specialist, you should pay attention to the services of a recruitment agency.

It is also worth noting the fact that there are a huge number of automated accounting systems that were developed specifically for the restaurant business. This is similar to specialized software products, as well as solutions based on "1C" and more. The cost of such systems is quite different. For example, R-Keeper in the most minimal configuration will cost about 10 thousand dollars, but a software product called "Restaurant 2000" costs an order of magnitude less.

During the renovation of the restaurant, work must be carried out in the following sequence:

• - redevelopment of premises;
• - carrying out the necessary communications;
• - final finishing;
• - design decoration.

Among other things, it is also important that in restaurants, especially inexpensive and middle class, the design of the premises is not among the determining ones. The overall style is best shown in various details and trifles, for example, branded stylish mugs, etc. Each similar item should be supplied with the logo of the new restaurant.

Nowadays it is quite easy and simple to succeed in the field of restaurant business as it is a lucrative business idea. And all because the majority of restaurant establishments - likely competitors - still practice such an approach to their customers, which is more familiar, rather, to the canteens of the Soviet Union. It is for this reason that in order to look much better against their background, the restaurateur needs to simply start his honest and painstaking work, independently select the appropriate professionals in their field (cooks, waiters, administrator), who, together with the owner, will be able to transform a new restaurant into a profitable and popular institution with a good prospect.

Many restaurateurs, when starting their own business, do not fully understand what role they will play as owners. They are convinced that the management or execution of the restaurant's production tasks is all that is needed to get a good result in business.

For example, a chef who opens a bistro, or a head waiter who managed to raise capital and created his own concept. They are confident that since they know how to run a restaurant, they know how to build a successful business. However, this is a delusion that leads to negative consequences, or at least to unprofitability.

One of the most common mistakes of a restaurant owner is a complete immersion in the process of managing his establishment and the inability to determine the strategic objectives of the business as a whole. Any restaurant depends on the owner, on the distribution of his working time. If the owner is unable to break away from the daily activities of running a restaurant, he, with rare exceptions, cannot organize the work necessary to move the business in the right direction. And besides the owner, there is no one to perform these actions.

The principle of work on the created system is suitable not only for franchises and chain restaurants. The systems approach works everywhere and a restaurateur should try to incorporate it into their restaurant management as there are so many variable details and functions that need to be done the same way every time and with every guest. Without a system, it is unrealistic for staff to perform work with guests consistently and predictably, over and over again.

With the system, the restaurant becomes valuable in itself, as it can deliver consistent results with or without the owner's involvement in the process. However, many restaurateurs never stop working for their restaurant. While preparing for the opening, they delve into everything - and this is understandable and justified. But if they remain stuck in this state for many months and even years, the business (and the owner) suffers. If the owner is fully loaded with the daily working moments of the restaurant, he ceases to be the owner, and turns into an ordinary employee.

The reason many restaurants have problems is because the owner is immersed in the daily routine and doesn't focus on the goals that need to be achieved in order to move the business forward.

Let's imagine that a restaurateur has been given a tempting offer to invest capital in the creation of a chain of restaurants similar to the one he owns. So, the restaurateur will face the prospect of opening another, for example, 50 restaurants. He will no longer be able to manage his establishment the way he did before, part of the routine work on his own restaurant will have to be shifted onto the shoulders of other employees. And his forces must be thrown into building a system capable of a constant and predictable, high-quality result, and almost always without his presence.

The more a restaurant depends on the daily presence of the owner, the higher the chances that such a restaurant will not achieve the maximum possible success. The restaurant must be able to operate without the constant involvement of the restaurateur in the management process, and only the development of a system will help him achieve this.

The development of a system or a guide to action is not a simple and quick task; it is impossible to create and maintain a successful business without it. System:

• 1. Helps to overcome the unprofitable phase immediately after the opening of the restaurant. Creating a system of checklists, various forms and other documentation greatly reduces the disorganization and chaos during the opening of a new restaurant.
• 2. Increases the chances of attracting high quality employees. Good people want to work for good companies with good internal organization and a serious approach to the work of employees. We need a systematic approach to hiring, interviewing and selecting workers and providing them with job responsibilities, training manuals, etc.
• 3. Indicates the direction of employees' activities: gives instructions for the quality performance of their functions and information about the desired results.
• 4. Promotes consistency: makes it possible for employees to repeat the same actions, which creates an impression of consistency for guests. And consistency is the key to building a good reputation for an establishment.
• 5. Gives the owner a better chance of getting capital to expand the business and encourages the opening of new outlets. Let's imagine that the owner of one restaurant decided to build another one of the same one, without having a "system". As a result, there will be troubles in a new restaurant in connection with the opening, and problems in a long-standing institution due to the lack of proper attention and management of the director.
• 6. Allows the restaurant to function without the owner's constant presence in it, allows the restaurateur to get away from the daily detailed work in the restaurant and enjoy the legitimate position of the owner.
• 7. Increases the cost of the restaurant in the event of a sale. Owner-dependent firms cost much less than firms that can function well without the involvement of the owner.

This manual is also referred to as "internal documentation". The guide should cover the following points:

• * menu and production management;
• * room management;
• * bar management;
• * administration of work of employees;
• * purchases and inventory;
• * training;
• * hygiene and sanitation;
• * safety;
• * marketing and advertising;
• * financial management;
• * equipment control;
• * control of facilities.

To achieve good results, forms, checklists, detailed instructions should be developed for each of these areas. For example, “Menu and production management” should contain instructions and documentation for the development and pricing of recipes, menu preparation, food safety, procurement, food circulation, food storage, mandatory actions when opening and closing the kitchen, daily production tasks, etc.

The thought of creating a system to document all the functions and processes of a restaurant in order to work smoothly and organized can seem scary and difficult to accomplish. Therefore, it is necessary to start by dividing the entire process of the restaurant into separate parts, creating instructions for no more than two areas at the same time.

First of all, you should pay attention to those areas that directly affect the guest experience. As mentioned earlier, one of the most important ingredients for a restaurant's success is consistency in quality. Therefore, it is necessary to start with those points that guarantee the restaurateur that his staff brings the same food at the same level of service to each visitor. If constancy is a priority and a deep conviction of the restaurateur, then the development of the system begins with the items "Menu and production management" and "Hall management".

The creation of the system should begin with informing the staff about it. Many people don't like change, and the process of systematizing the operation of a restaurant will undoubtedly lead to potential employee objections and personnel changes. The restaurateur should explain to subordinates that he is going to draw up detailed work instructions that will make work easier in the future, reduce possible errors and save time, which will help the entire restaurant to function in a more organized way. You should tell the restaurant staff that the management will be very helpful with their ideas and suggestions. It is possible to ask all employees to prepare their own job descriptions and make a list of work performed during the working day.

This will involve them in the process of creating the system. Obviously, each worker will express his thoughts in his own way, but as a result, the restaurateur will receive enough material to create full-fledged instructions, which will take into account all the main points of the workflow.

Developing a guide means gathering and integrating a lot of information. This process should be prepared and well organized, psychologically collected and concentrated. Separate folders must be purchased for each section, one for each item. Then, in each folder, place standard file folders marked with the name of the internal category within the main section. For example, the Employee Administration folder will contain the following files:

• - job descriptions;
• - statement of the employee;
• - interview;
• - selection and recruitment;
• - education;
• - timetable;
• - discipline;
• - reporting;
• - Schedule of weekends and holidays;
• - system of discounts for workers.

This information can be taken from pre-existing forms, past notes, observations, and discussions with staff, and put these records or documents into appropriate files. A restaurant owner shouldn't be doing this all on his own. It would be more expedient to entrust the collection of information to managers (in accordance with their job responsibilities).

Once enough information has been collected on each point, one should begin to evaluate what actually happens within each point and decide what will be most important for the guests of the restaurant, and whether this is contrary to the interests and concept of the restaurant itself. This process can involve not only the owner, but also the management team, and in some cases, key employees.

Once the directions, charts, and instructions have been discussed and finalized, they need to be compiled, printed, placed in separate files for each item. When each item is completed, the owner should review it, discuss it with their managers, and make any necessary changes. After that, it is necessary to compare what is prepared with what should actually be. If it is decided that the changes do not correspond to reality, changes should be made and recorded in the prepared documents. It is recommended to make changes to the manual until the owner receives acceptable results from each employee. Upon completion of this work, you must place copies of each item in a folder. This will be the beginning of successful leadership. You should continue the process until each item is completed.

Of course, it is important to note the fact that the number of restaurants in the Russian capital lags far behind their number in Paris, New York and other world centers. If in Moscow there are 3,187 people per restaurant, then in world centers this figure reaches 120-130. Thus, the relevance of opening new restaurants in Moscow and other regions of the country is still at a high level. About 250-300 restaurants are closed in Moscow every year, but if you look at other areas of activity, this indicator is at the same relative level. Despite this, new restaurateurs take the place of the old ones and successfully develop, reaching the creation of a whole chain of restaurants.

According to experienced restaurateurs, this trend of the flow of entrepreneurs into this business is due to the fact that today there is everything you need to open a restaurant, namely the market growth by 20-25% annually, the lack of restaurateurs in the capital and regions, high business profitability. In the event that the restaurant opening project turns out to be successful, then its payback occurs after 6-12 months.

Speaking about the essence of the restaurant business, it would not be superfluous to note that most of the pioneers in the restaurant business have a number of misconceptions about the business as a whole. The first mistake is the desire to do everything much better than competitors. At the same time, novice restaurateurs often forget that if a restaurant is not attractive for some customers, then for others it can be very interesting. In addition, in the restaurant business there is an adherence to fashion, style, cuisine, service, etc., which fundamentally distinguishes each individual institution.

In order not to be tormented by the question of how to open a restaurant, it is advisable to take advantage of the phased implementation of the project.

First of all, it is necessary to determine the affiliation of the restaurant, that is, to draw up a standard portrait of a future client, based on the parameters of wealth, status, hobbies, age, etc.

Further, it is important to attribute the institution to a certain price segment. For example, when creating a restaurant based on Italian cuisine, it is impossible to achieve the desired results. The restaurateur must determine the cost of the average check.

And, of course, it must be remembered that the restaurant business is not a cafe, not a pizzeria and not a canteen. The specifics of their activities are somewhat different, so the concept of the institution should be clearly defined. If you can try to introduce something original with cafes, then with restaurants this approach will be extremely inefficient. It is most advisable to follow the fashion that has developed on the market, that is, if it is popular today to eat Italian cuisine, then it is recommended to equip the restaurant with such products.

In addition, it is worth noting that competition in the restaurant business can be imposed by various methods. The most effective way is to create a quality kitchen. Here you can use the maximum of fantasy, world techniques, innovations, etc.

Searching for a restaurant space can be compared to playing poker, namely the efficiency of the player's location. This is due to the fact that for some types of restaurant, another place where other types of restaurants are successfully operating is not at all suitable. Thus, when choosing a place, it is necessary to use the concept of the future institution.

In addition to the location of the restaurant, an important point is its future area, which also depends on the conceptual features of the establishment. For example, establishments offering fast food pass through one table about 10 people a day, gastronomic restaurants - at least one landing per day. The standard area of ​​an average restaurant in Moscow is, as a rule, 350-450 square meters, and the full load of the hall with such an area is 150-250 people. Touching upon the capital prices for renting premises, we note that the annual cost of renting one square meter varies from 500 to 600 dollars per square meter.

In the event that the premises in question are completely satisfied with the restaurateur, one should not rush to draw up documents. In order to obtain maximum information about the condition of the premises, it is recommended to contact professional companies. These can be construction and consulting firms that inspect the condition of walls, roofs, assess the current state of communications, and issue a conclusion.

The main employees of the restaurant are the manager and the chef. Before recruiting a full-fledged team, it is worth taking care of them. The total number of employees depends entirely on the scale of the activity. A small restaurant can easily be managed by 15 to 25 workers, on average from 35 to 55, and in large restaurants their number reaches 100 people. They include cooks, waiters, cleaners, kitchen workers, hostesses, etc.

Anyone who wonders how to open a restaurant has the problem of finding employees, which is more related to the conditions of the capital of Russia. This is due to the fact that today a large number of such establishments are opening, and each of them needs competent specialists. When choosing a chef, you should not pay attention to age, since most virtuosos in this field are young and energetic people. Much more important than the age criteria is the experience of the candidate and his biography. Today it has become popular to invite foreigners to the restaurant business as kitchen workers. There are times when such an action is effective, but for the most part, the statistics say otherwise. Foreigners first need to adapt to Russian living conditions, use other products, other tools, etc. And this introduces certain difficulties in the process of adaptation of personnel.

Of course, no business project is immune from failure. Usually, the restaurant fully justifies itself after one year, having established all the main processes of its activities. Thus, the assessment of the effectiveness of the restaurant should be carried out only after a year. If during the first year of operation, the restaurant experiences financial difficulties, and the plans for the implementation of the project are practically not fulfilled, then there is a whole range of emergency measures to restore the business.

When recovery plans also fail, then you should seriously consider closing the restaurant business. As a rule, such a development of events for beginners is a certain signal that it is worth moving to another market.

On the one hand, it would be financially wrong to close a running business, since selling a loss-making business at cost is almost impossible. It is unlikely that there will be someone who will acquire a failed project. The most optimal solution to this problem, of course, exists, but it needs to be implemented at the very beginning, when there are still questions about how to open a restaurant.

A franchise is a safe option for starting any business. Firstly, through a franchise, it will be possible to avoid large financial losses. Secondly, working under the terms of franchising with experienced companies, you can gradually adopt the quality of the work of professionals. There is currently a large catalog of franchises ranging from popular to unknown brands. Among such a variety you can find open-air restaurants, fast food restaurants, democratic restaurants, etc. The main thing is that when choosing a franchise, preference should be given to the company that was able to prove its effectiveness in the market.

So, in order to understand how much money is needed to open a restaurant, let's consider such an aspect of the problem as the restaurant's financial plan. According to experts, investments in the restaurant business directly depend on the tasks set. The average cost of creating a restaurant in Moscow is from 4,000,000 rubles, in other regions of the Russian Federation this bar is somewhat underestimated and varies between 2-4 million rubles.

The payback period of the restaurant business occurs in the first year of activity, if this did not happen, then the novice restaurateur should seriously think about the advisability of further work. Naturally, it is possible that each restaurateur has his own development strategy, where payback can be planned even after five years. But a standard restaurant becomes unprofitable if, with the proper approach, after 1-1.5 years it does not give the proper financial result.

Send a request for training right now and get absolutely free access to the first lesson, where we will tell you about 4 secrets of a profitable restaurant and 14 ideas to attract new customers!

Where to study to be a restaurateur? How to get a highly professional education in the restaurant business? What should a restaurateur know? You will find answers to all these questions on the "Restaurateur" course at the Institute of Restaurant Business at the MBA CITY Business Academy.

Recognition, interesting work, professionalism are the key to career and personal growth, so you can be sure that after completing the courses of the Restaurant Business Institute, success will not be long in coming.

In the program of the course "Restaurateur" you will find seminars and lectures on the restaurant business, exciting tasks, compiled in the form of lessons, during which you will get acquainted with the most effective management techniques in the restaurant business. Learn how to provide impeccable service. The fact that you can increase sales by winning the love of restaurant guests. It is also important to learn how to use a well-established food supply chain, i. gain fundamental knowledge of logistics and control. You have to get acquainted with all the standards and features of power networks. Also, the best restaurateurs from all over the globe will share their professional secrets with you.

These fundamental, as well as many other disciplines and knowledge important for success, will become indispensable both for the success of your business and for improving your personal professional competence.

In order for you to be able to gain knowledge of the profession of "Restaurateur" in the most comfortable way, the Restaurant Business Institute offers you to choose a personal form of training:

● Distance learning. Choose the most modern form of knowledge acquisition! Distance learning has revolutionized the education system, making it possible to use time as efficiently as possible, quickly acquire knowledge, and combine the learning process with work and study. The most convenient form for those who want to become a successful restaurateur in the shortest possible time.

● Full-time education. Combine business with pleasure by choosing this type of learning. In an effective training program, you have to attend classes in our comfortable center. Thanks to the contribution to your education and direct experience of communication with professionals, teachers-practitioners, you will quickly and with pleasure learn the restaurant business. Classes are held in groups of up to 10 people.

● Individual/corporate. Do you value a personal touch? Especially for you, the most useful personal training program will be developed, which will include the disciplines that you need. Nothing superfluous - only useful knowledge. A personal schedule and a course drawn up on an individual request will allow you to make the most efficient use of not only time, but also save your money - study the necessary disciplines at a convenient pace and rhythm. The corporate uniform will be most useful for employees, motivating the entire team for professional and personal growth at once.

Whichever option you prefer, you can be sure that we will help you quickly and with pleasure master all the basics of the complex, nevertheless fascinating and exciting world of the restaurant business.

When compiling the course, we took into account the basics of psychology, which allowed us to present you with adapted programs that compile the best and most important disciplines for a successful restaurateur.

Imagine how exciting and interesting you can improve your professional skills. If it is important for you to improve your skills and become a pro in the most comfortable and fast way - join us now!

Hurry up to leave an application - make a contribution to your successful future and give yourself a training course "Restaurateur". Become the most sought-after specialist in the restaurant business thanks to him.

Especially pleasant for course participants will be the fact that all restaurateurs who have completed the course are issued an official document. This will be an excellent guarantee for future career growth.

Upon successful completion of disciplines, you will receive an appropriate confirmation - a state diploma with an international supplement on the completion of the professional course "Restaurateur".