Book : Restaurant Success By The Numbers, Second Edition A..

-Titulo Original : Restaurant Success By The Numbers, Second Edition A Money-guys Guide To Opening The Next New Hot Spot

-Fabricante :

Ten Speed Press

-Descripcion Original:

This one-stop guide to opening a restaurant from an accountant-turned-restaurateur shows aspiring proprietors how to succeed in the crucial first year and beyond.Ninety percent of all restaurants fail, and those that succeed happened upon that mysterious X factor, right? Wrong! A man of many hats-money-guy, restaurant owner, and restaurant consultant-Roger Fields shows how a restaurant can survive its first year and keep diners coming back for years. Featuring real-life start-up stories (including many of the author’s own), this comprehensive how-to walks readers through the logistics of opening a restaurant: concept, location, menu, ambiance, staff, and, most important, profit. Updated to address current trends such as food trucks and to tackle online opportunities (and pitfalls!) including Groupon, Yelp, and Twitter, Restaurant Success by the Numbers remains a critical resource for navigating the food industry. Opening a restaurant isn’t easy, but this realistic dreamer’s guide helps set the table for lasting success. Review “After being in the business for many years, I thought I knew everything, but working with Roger showed me how much more there is to know. Restaurant Success by the Numbers contains the know-how you’ll need to open and run a thriving restaurant. If you want to succeed in the restaurant business, read it!” -Gregoire Jacquet, chef/owner, Gregoire restaurant About the Author After ten years as a CPA, ROGER FIELDS stopped counting beans and started cooking them. He owned two successful restaurants in New York City before moving to the San Francisco Bay Area. He is a partner at Merchants Accounting Services, which has been providing financial services to restaurants, bars, and nightclubs for almost two decades. Excerpt. © Reprinted by permission. All rights reserved. How to Use This Book This book is not only instructional and informative, it’s also entertaining. It’s not just for people who have dreams of owning their own restaurant; it’s also for people who simply want the inside scoop on what it really takes to plan, design, staff, open, and run a successful restaurant. Throughout this book, in addition to practical advice, there are anecdotes of mistakes made and problems encountered, and how they were resolved. I have also included contributed essays from owners, chefs, and other experts from various types of restaurant operations, from hole-in-the-wall to well-known large upscale operators. Their thoughts about their operations and the business in general will provide valuable insight into what it takes to run a successful restaurant. Because opening and running your own restaurant will require not only a lot of time, dedication, passion, and hard work, but in all likelihood a substantial capital investment, you will need to be as certain as you possibly can that your restaurant idea will have a good probability of success at a specific site in your market area. A good way to test your idea is to conduct a market feasibility study. In addition to evaluating a site location, this will involve gathering and analyzing information about the demographics, psychographics, and competitive environment in your market. If you do not yet have a specific concept in mind, this research will help you identify the types of restaurants that are most likely to succeed in your area. The early chapters in this book describe how to collect and analyze market data in order to make decisions about a potential concept, and how to quantify that data to decide whether it will make financial sense. Before getting into the meat of concept selection and market analysis, chapter 1 will help to set the table for your future success. For those of you who are interested in the “feel good” or romantic aspects of the business, it will suggest ways to realize them without taking on the responsibilities of ownership. It will also give some of the principal reasons for restaurant fai