Lesson 2 CMANOP
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The document discusses the different types of restaurants and their characteristics. It describes chain, independent, franchise, quick service, quick casual, family, casual dining, fine dining, steakhouse, seafood, ethnic, theme, coffeehouse, chef-owned, celebrity chef, and centralized home delivery restaurants. Each type has distinct defining traits in terms of menu, atmosphere, target customers, and business model.
Lesson 2 CMANOP
- 1. KINDS AND CHARACTERISTICS OF RESTAURANTS AND THEIR OWNERS C M A N O P F R O M : R E S T A U R A N T : F R O M C O N C E P T T O O P E R A T I O N 7 T H E D I T I O N , B Y J . W A L K E R P R E S E N T E D B Y : M E R V Y N M A I C O D . A L D A N A , F A C U L T Y S H T M
- 2. KINDS AND CHARACTERISTICS OF RESTAURANTS • Chain or independent and franchise restaurants:
- 3. KINDS AND CHARACTERISTICS OF RESTAURANTS • Chain or independent and franchise restaurants: • Chain restaurants have some advantages and some disadvantages over independent restaurants • The advantages include: ■ Recognition in the marketplace ■ Greater advertising clout ■ Sophisticated systems development ■ Discounted purchasing
- 4. KINDS AND CHARACTERISTICS OF RESTAURANTS • Independent restaurants are relatively easy to open. All you need is a few thousand dollars, a knowledge of restaurant operations, and a strong desire to succeed. The advantage for independent restaurateurs is that they can “do their own thing” in terms of concept development, menus, decor, and so on. Unless our habits and taste change drastically, there is plenty of room for independent restaurants in certain locations.
- 5. KINDS AND CHARACTERISTICS OF RESTAURANTS • Franchised Restaurants • Franchising is a possible option for those who lack extensive restaurant experience and yet want to open up a restaurant with fewer risks than starting up their own restaurant from scratch. • Franchising involves the least financial risk in that the restaurant format, including building design, menu, and marketing plans, already have been tested in the marketplace. • Franchise restaurants are less likely to go belly-up than independent restaurants. The reason is that the concept is proven and the operating procedures are established with all (or most) of the kinks worked out. Training is provided, and marketing and management support are available. The increased likelihood of success does not come cheap, however. There is a franchising fee, a royalty fee, advertising royalty, and requirements of substantial personal net worth.
- 6. KINDS AND CHARACTERISTICS OF RESTAURANTS • Quick Service Restaurants (QSR) • “Fastfood” • People in a hurry have often opted for quick-service food. The first known quick-service restaurant (QSR) dates back to the 1870s, when a New York City foodservice establishment called the Plate House served a quick lunch in about 10 minutes. Patrons then gave up their seats to those waiting. • Today, many quickservice restaurants precook or partially cook food so that it can be finished off quickly. Seconds count in quick-service establishments. The challenge for the quickservice operator is to have the staff and product ready to serve the maximum number of customers in the least amount of time.
- 7. KINDS AND CHARACTERISTICS OF RESTAURANTS • The QSR segment drives the industry and includes all restaurants where the food is paid for before service. QSRs offer limited menus featuring burgers, chicken in many forms, tacos, burritos, hot dogs, fries, gyros, teriyaki bowls, and so on. Guests order at a brightly lighted counter over which are color photographs of menu items and prices. • Guests may serve themselves drinks and seasonings from a nearby counter, then pick up their own food on trays. (In order to cut costs, some QSRs now serve the sodas and hand out a couple of ketchup packets—when requested—along with napkins for each order.) • QSRs are popular because they are conveniently located and offer good price and value.
- 8. KINDS AND CHARACTERISTICS OF RESTAURANTS • Quick Casual (Fast Casual) • Filling a niche between quick service and casual dining, the defining traits of quick casual restaurants are: the use of high-quality ingredients, fresh made-to order menu items, healthful options, limited or self-serving formats, upscale decor, and carry-out meals. Fast casual restaurants are on the increase with new concepts continuously opening up. •
- 9. KINDS AND CHARACTERISTICS OF RESTAURANTS • Family Restaurants • Family restaurants grew out of the coffee shop–style restaurant. • Often they are located in or within easy reach of the suburbs and are informal with a simple menu and service designed to appeal to families. Some offer wine and beer but most do not serve alcoholic beverages.
- 10. KINDS AND CHARACTERISTICS OF RESTAURANTS • Casual Dining • Casual dining is popular because it fits the societal trend of a more relaxed lifestyle. Defining factors include signature food items, creative bar menus or enhanced wine service, and comfortable, homey decor.
- 11. KINDS AND CHARACTERISTICS OF RESTAURANTS • Fine Dining • Fine dining refers to the cuisine and service provided in restaurants where food, drink, and service are expensive and usually leisurely. Turnover per table may be less than one an evening. Many of the customers are there for a special occasion, such as a wedding or birthday. Many customers bring business guests and write off the meal cost as a business expense.
- 12. KINDS AND CHARACTERISTICS OF RESTAURANTS • Steakhouses • Steakhouse category of restaurants is appealing to people who may wish to be part of a business that is simplified by a limited menu and that caters to a well-identified market: steak eaters. • Seafood • In Colonial America, seafood, plentiful along the East Coast, was a staple food in taverns. Oysters and other seafood were cheap and plentiful.
- 13. KINDS AND CHARACTERISTICS OF RESTAURANTS • Ethnic Restaurants • Feature a specific culture/cuisine • Theme Restaurants • Theme restaurants are built around an idea, usually emphasizing fun and fantasy, glamorizing or romanticizing an activity such as sports, travel, an era in time (the good old days), the Hollywood of yesterday—almost anything.
- 14. KINDS AND CHARACTERISTICS OF RESTAURANTS • Coffeehouses/Coffeeshops • Coffeehouses or coffee shops have long been a part of our culture and history and can be an entree into the restaurant business for those who may not want to mess with a full-service restaurant. Coffeehouses originally were created based on the model of Italian bars, which reflected the deeply rooted espresso tradition in Italy.
- 15. KINDS AND CHARACTERISTICS OF RESTAURANTS • Chef-owned Restaurants • Chefs who own restaurants have the advantage of having an experienced, highly motivated person in charge, often helped by a spouse or partner equally interested in the restaurant’s success. • Celebrity Chefs
- 16. KINDS AND CHARACTERISTICS OF RESTAURANTS • Centralized Home Delivery Restaurants