The Food and Beverage Magazine Guide to Restaurant Success: The Proven Process for Starting Any Rest

Introduction: Why You Need This Book xiThe Most Important Thing to RememberMy Start as an EntrepreneurRestaurateur as EntrepreneuraReality Check for Your Dreams1 Recipe for Success 1Soul Searching: Is Food and Beverage Part of Your DNA?Like an Onion: Cut Through the LayersFacing the Critics, Doubters, and NaysayersOnly You Can Make Your Dreams Come TrueOpening a Restaurant Makes Me Warm and FuzzyThe One Ingredient to Use Sparingly--EgoBut My Mom Likes My RecipeHow Do I Become a Great Chef or Restaurateur Above the Others?I Need a Shoulder to Cry OnShow Me the MoneyMoney is Great, but the Value of Other Things is Bigger and BetterCan You Change With the Times?Are You Ready to Begin?2 Taking Those First Steps 19Cuisine: 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 ComeFinding a Restaurant Location is Like Finding Your HomeDo Not Sign Anything YetNow the List is Getting ShorterCompetition--What They Are Doing Right and WrongThat Costs Extra?What About Investors?What About Borrowing Money?I Am Ready to Sign My Name ...Final Thought3 Red Tape 41See Your Name . . . on Many Legal DocsThe Health Department is Your FriendThe Final Decision--Location--Is ApproachingReady for a Drink?Protection Equals InsuranceMusic Can Add to Appetites and Legal ProblemsWhat's Your Sign?Selling Merch and Offering EntertainmentThis is a Special Time4 The Dream Becomes Reality 53Put a Signature on ItI Now Pronounce You Restaurant and RestaurateurPleasing to the Eye and AppetiteBeauty is in the Eye of the Beholder and License HolderA Menu is More Than a ListTempt the Appetite with the MenuDress to Tempt Those Taste BudsHow to Take an OrderEveryone Has an OpinionWalking Through the FireSee Your Vision5 Your Restaurant is a Stage 73Now Create That Vision as a RealityThe AuditionsTraining Your StaffDelete the Word "Versus"!Why Would Anyone Want to Leave Me?In the End6 The Main Course 89This is Not a Trip to the Grocery StoreLiving Off the LandA Well-Stocked PantryGood Flavor Can Be Worth the Extra ExpenseBe Consistent with Every Dish Every TimeNever Leave Your Shelves EmptyTime to Start RehearsingHow Much is Too Much?Use One Meal to Market the Next MealPour Me Another OneDress Rehearsal7 Learn From Reviews and Opinions 107The "F" WordDon't Take It PersonallyMake a Note of What Customers LikeEmbracing 1- to 5-Star RatingsThe Power of Turning a Negative AroundThere Are Times You Should Ask for HelpOnly Good Things to SayDon't Believe the HypeThe Chef Who Set the Bar on ClassTime for You to Shine8 Getting the Word Out that You're Open for Business 117The Big Reveal: Who Should You Invite to Your Restaurant?Putting Your Restaurant's Name Out There through Social Media and the MediaMoney Can Buy You Love for Your RestaurantMention My Restaurant's Name, PleaseAnswering the Final Question9 So You Have $25,000 to Spend 139The Answer is . . .Where Should I Buy My Food?Build It, but Will Customers Come?Considering Other Types of Restaurants$25,00010 Persevering Through the Tough Times 153Develop a Thick SkinAre You Dreaming of Expanding?The Space Next Door Just Opened UpIf There Are Problems, Don't Close, Scale DownIt Really is a Roller Coaster RideFinal Thoughts 165Would I Like to Write a Book?Now It is Up to YouAcknowledgments 169About the Author 173Index 175