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The Food and Beverage Magazine Guide to Restaurant Success
COVER
INTRODUCTION: WHY YOU NEED THIS BOOK
The Most Important Thing to Remember
My Start as an Entrepreneur
Restaurateur as Entrepreneur
Reality Check for Your Dreams
1 Recipe for Success
Soul Searching: Is Food and Beverage Part of Your DNA?
Like an Onion: Cut Through the Layers
Facing the Critics, Doubters, and Naysayers
Only You Can Make Your Dreams Come True
Opening a Restaurant Makes Me Warm and Fuzzy
The One Ingredient to Use Sparingly—Ego
But My Mom Likes My Recipe
How Do I Become a Great Chef or Restaurateur Above the Others?
I Need a Shoulder to Cry On
Show Me the Money
Money Is Great, but the Value of Other Things Is Bigger and Better
Can You Change With the Times?
Are You Ready to Begin?
2 Taking Those First Steps
Cuisine: What Do You Want to Feed Your Customers?
What Do You Need Before Looking for the Right Location?
Just Because It Is Open Doesn't Mean Customers Will Come
Finding a Restaurant Location Is Like Finding Your Home
Do Not Sign Anything Yet
Now the List Is Getting Shorter
Competition—What They Are Doing Right and Wrong
That Costs Extra?
What About Investors?
What About Borrowing Money?
I Am Ready to Sign My Name …
Final Thought
3 Red Tape
See Your Name … on Many Legal Docs
The Health Department Is Your Friend
The Final Decision—Location—Is Approaching
Ready for a Drink?
Protection Equals Insurance
Music Can Add to Appetites and Legal Problems
What's Your Sign?
Selling Merch and Offering Entertainment
This Is a Special Time
4 The Dream Becomes Reality
Put a Signature on It
I Now Pronounce You Restaurant and Restaurateur
Pleasing to the Eye and Appetite
Beauty Is in the Eye of the Beholder and License Holder
A Menu Is More Than a List
Tempt the Appetite with the Menu
Dress to Tempt Those Taste Buds
How to Take an Order
Everyone Has an Opinion
Walking Through the Fire
See Your Vision
5 Your Restaurant Is a Stage
Now Create That Vision as a Reality
The Auditions
Training Your Staff
Delete the Word “Versus”!
Why Would Anyone Want to Leave Me?
In the End
6 The Main Course
This Is Not a Trip to the Grocery Store
Living Off the Land
A Well-Stocked Pantry
Good Flavor Can Be Worth the Extra Expense
Be Consistent with Every Dish Every Time
Never Leave Your Shelves Empty
Time to Start Rehearsing
How Much Is Too Much?
Use One Meal to Market the Next Meal
Pour Me Another One
Dress Rehearsal
7 Learn From Reviews and Opinions
The “F” Word
Don't Take It Personally
Make a Note of What Customers Like
Embracing 1- to 5-Star Ratings
The Power of Turning a Negative Around
There Are Times You Should Ask for Help
Only Good Things to Say
Don't Believe the Hype
The Chef Who Set the Bar on Class
Time for You to Shine
8 Getting the Word Out that You're Open for Business
The Big Reveal: Who Should You Invite to Your Restaurant?
Putting Your Restaurant's Name Out There through Social Media and the Media
Money Can Buy You Love for Your Restaurant
Mention My Restaurant's Name, Please
Answering the Final Question
9 So You Have $25,000 to Spend
The Answer Is …
Where Should I Buy My Food?
Build It, but Will Customers Come?
Considering Other Types of Restaurants
$25,000
10 Persevering Through the Tough Times
Develop a Thick Skin
Are You Dreaming of Expanding?
The Space Next Door Just Opened Up
If There Are Problems, Don't Close, Scale Down
It Really Is a Roller Coaster Ride
FINAL THOUGHTS
Would I Like to Write a Book?
Now It is Up to You
ACKNOWLEDGMENTS
ABOUT THE AUTHOR
INDEX
END USER LICENSE AGREEMENT
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