christopher egerton-thomas

CHAPTER 1: HOW IT ALL BEGAN.
A BRIEF HISTORY OF THE RESTAURANT INDUSTRY.
THE MODERN INDUSTRY.
EDUCATION.
COOKING SCHOOLS.
THE RISKS.
REASONS FOR FAILURE.
THE THEATER OF RESTAURANTS.
WHO OPENS RESTAURANTS, AND WHY.
SACRED MONSTERS.
THE MASOCHISM FACTOR.
THINKING POSITIVE—THE FUN SIDE.
THE CASABLANCA FACTOR.

CHAPTER 2: LOCATION.
THE IMPORTANCE OF LOCATION.
Mystical Factors.
Country and Suburban Locations.
Rent.
HOW TO FIND PREMISES.
The Neighborhood.
Converting Premises.

CHAPTER 3: WHAT KIND OF RESTAURANT?
WHAT IS THE TARGET MARKET?
Opening Hours.
Which End of the Market?
THEME RESTAURANTS.
ENTERTAINMENT.
Appealing to Different Age Groups.
Mixed Business.
ALCOHOL AND LICENSING.
INSURANCE.
TAXES.
PRICING.
WHO ARE THE CUSTOMERS?
WHAT DO CUSTOMERS WANT?

CHAPTER 4: RAISING THE MONEY.
START-UP MONEY: HOW TO GET IT.
Inheritance.
Savings.
Bank Loans.
Small Business Administration.
Loan Sharks.
BUSINESS PLAN.
THE PROS AND CONS OF PARTNERSHIPS.
Multi-Partner Restaurants.
Partnership Disasters.
Con Artists.
Working and “Sleeping” Partners.
Friendships.
Partnership Successes.
An Ideal Marriage?
FINANCIAL PLANNING.
Bills.
The Go Position.
Foreclosure.
BUYING A FRANCHISE.

CHAPTER 5: EQUIPMENT AND D?COR.
EQUIPMENT—OLD OR INHERITED.
EQUIPMENT—NEW.
THE WONDERFUL WORLD OF LAUNDRY.
The Art of a Well-Set Table.
Laundry Alternatives.
D?COR.
DESIGN.

CHAPTER 6: THE BAR.
PROS AND CONS.
FOOD AT THE BAR.
THE SERVICE BAR.
STOCKING THE BAR.
Bar Inventory.
Cocktails.
RESTRICTING INVENTORY.
Beer on Tap.
Sodas and Mixers.
LIQUOR CONTROL.
Types of Liquors.
Wine.
THE EFFECTS OF ALCOHOL.
HELPFUL HINTS FOR BARTENDERS.
Handling Drunks.
Turning Away Unwanted Guests.
Organizing the Bar.
Dealing with Personal Issues.
Protecting Against Dangers—of All Sorts.
Serving the Drinks.

CHAPTER 7: THE KITCHEN.
PROFIT MARGINS.
CHEF POWER.
KITCHEN STAFF.
DECIDING ON THE MENU.
Menu Changes.
Food Quality.
Food Sources.
Phoney Foods.
FOOD AND TASTE.
DANGERS.
COMPUTERS.
GROCERY LIST.

CHAPTER 8: THE DINING ROOM.
SEATING POSITIONS.
MUSIC.
VENTILATION AND HEATING.
RESTROOMS.
CLEANLINESS.
MENUS.
VERBAL MENUS.
DUTIES OF SERVERS.
SYSTEMS FOR SERVERS.
HELPFUL HINTS FOR WAITERS.
KEEPING DINERS HAPPY.
PAYMENT.
CREDIT CARDS.
PERSONAL HOUSE ACCOUNTS.
TIPPING.
To Pool or Not to Pool.
Tipping Other than the Wait Staff.
Pros and Cons of Tipping.
STEALING.

CHAPTER 9: HYGIENE, HEALTH, AND SAFETY.
HYGIENE ISSUES.
Food Contaminants.
Cleanliness.
Vermin and Exterminators.
Health Inspections.
Garbage and Sanitation.
Typical Violations.
Personal Hygiene.
HEALTH OF RESTAURANT PERSONNEL.
Alcohol Abuse.
Overwork.
Health Hazards.
SAFETY.

CHAPTER 10: PUBLIC RELATIONS.
EXAGGERATED CLAIMS.
THE NEED TO ADVERTISE.
Placing an Ad.
Using a Public Relations Firm.
Celebrity Power.
Special Deals.
THE FOOD CRITICS.
Reviews and Their Consequences.
Bribes.
DEALING WITH THE PUBLIC.
MANAGEMENT QUALITIES.
EMPLOYEE QUALITIES.
PEOPLE STRESS (OR COMBAT FATIGUE).
GREETING.
RESERVATIONS.
DRESS CODES.
DRESSING THE ROOM.
AVOIDING NASTY SITUATIONS.
ROBBERY.
SECURITY.

CHAPTER 11: EMPLOYEES.
FINDING HELP.
THE EMPLOYEES’ POINT OF VIEW.
DRUGS.
MANAGERS.

CHAPTER 12: MAKING YOUR DECISION.
THE “UP” SIDE.
THE “DOWN” SIDE.
QUESTIONS BEFORE DECIDING TO GO INTO BUSINESS.
UP AND RUNNING.

APPENDIX I: EATING OUT FOR RESTAURATEURS.
APPENDIX II: GLOSSARY.
WINE TERMS.
MENU VOCABULARY.
INDEX.