Final Capstone Presentation Christensen Ale House

THE CHRISTENSEN ALE HOUSE BUSINESS PLAN 1
The Christensen Ale House Business Plan
Tracy Zwijacz
Le Cordon Bleu
Capstone Course
LCBH299 - 5A
Joseph Kalfus
June 24, 2016

Executive Summary
The Christensen Ale House in keeping with the charm that Sturgeon Bay and Door County offer will treat our guests as they are part
of the history and making of the area. Though it will employ some newer technologies such as handheld pos devices that deliver the
orders to the kitchen at the time they are ordered along with 4 state 60 inch t.vs. in the bar and lounge area for guests to keep up with
their favorite sport. It will not take away from the nostalgia or ambience that that we offer our guests. History and natural beauty will
exude from within its walls.
“The Christensen Ale House’s goal is to offer a casual- to a fine dining experience to all its guests. We want everyone to enjoy meals
that they are familiar yet enhanced with flavors and nuances that our Grill Master Chef has created using his wood fired grills to
prepare fresh cut meats and produce that are supplied to us by Wisconsin farms that that are part of the organization “Fresh” which
have taken the pure food pledge. All of our menu item's ingredients will be as fresh and as close to GMO-free as possible for our
guests.
We feel that everyone deserves the opportunity to enjoy the elements of a fine dining but on a bit of a more casual and wallet friendly
level. The average check price per person for dinner is $ 22.00 – $ 48.00 with an average 1.5 hours, for the guests dining experience.
The average check price per person for lunch is $7.00 -$15.00 with an average of ½ hour to 1 hour for the guests dining experience.
The average check price per person for breakfast is $5.00 – $15.00 with an average ½ hour to 1 hour for the guests dining experience.

The Christensen Ale House Business Plan
The Christensen Ale House
Our mission at the Christensen Ale House is to completely delight and satisfy our guests by providing the finest tradition of
innovation and excellence to exceed the expectations of our guests and to inspire and reward our team members. We feature
recognized casual and fine dining along with superior personal and social amenities.”
Our core values
“Define our character, preserve the culture of the Christensen Ale House and direct the decisions that we make.
Integrity – We will act in the best interest of our guests, our conscience and within the law.
Respect – We will be conscious of the impact that our acts and decisions have on our employees and our guests.
Excellence – We will continuously improve upon the Christensen Ale House experience and offer the best, dining and lodging
amenities that Wisconsin has to offer.
“Stewardship – We will manage all of our resources responsibly; financial, human and natural.” (C.C. St. Albans. 2015)
Memorable - We will create an environment that promotes memorable experiences for our guests.”
Name:
The Christensen Ale House
Services:
Full service restaurant providing high quality food, excellent cocktail and wine selection at the bar and restaurant and hotel.
Location:
Downtown Sturgeon Bay at 336 Louisiana St. Sturgeon Bay, WI 54235. (Door County, Wisconsin.)

Hours of operation:
Will be three phased. 7:30 a.m.- 9 p.m. for dining Monday – Saturday. Breakfast is 7:30 a.m. – 11:00 a.m. Lunch is 11:00 a.m. – 4
p.m. Tuesday – Sunday Dinner is 4:00 – 9 p.m. Hours are subject to change for Holidays and January – March.
Seating capacity:
72. The dining area seats 58 people and there are 14 more additional seats available in the bar area.
Marketable features:
The dining area will be an eclectic blend of old and new with a north woods flair offering our guests a more formal dining experience.
The décor will offer the same alluring view of Wisconsin’s natural beauty and history that the surrounding sights have to offer. This
dining area will seat the maximum of 72 persons. This dining area, of course, will offer table side service so our guests may enjoy the
ambience that our dining room offers. Subtle lighting with a mix of nature and symphony music in the background.
What is an ale house without a bar and an assortment of Wisconsin beers? The Christensen Ale House will share its finest treasure
with its guests. The 18 foot, 19th Century antique Victorian oak back bar and an antique oak and mahogany Victorian front bar
boasting the original brass foot rail. It will be furnished with replica Victorian bar, Linon Torino Collection Craftsman Bar Stools.
Additional seating will be available at eight library tables that are strategically placed throughout the bar area. There will be table side
service available by request of the guest if they prefer a more relaxed atmosphere of dining in the bar. But there will be no dining at
the front bar. This allows for guests that are having an after dinner drink or pre- dinner cocktails to fully enjoy their cocktails or beer.
Our guests will be able to enjoy any cocktail of their liking. There will also be an excellent wine selection offering varietals from local

vineyards and also from vineyards across the United States. As mentioned earlier what is an ale house without beer? The Christensen
Ale House will have one of the largest selection of Wisconsin Brewed beers and Microbrews of any Ale House in Central Wisconsin.
The Christensen Ale house’s kitchen will boast the ultimate machine for grilling over natural wood fires. This specially designed grill
by GrillWorks provides the rustic wood-fired flavor to the all-natural, pasture raised meats from farms here in Wisconsin. These meats
will include grass fed beef, free range, antibiotic free turkey and chicken, organic pork and grass-fed lamb. Our seafood and fish will
be provided by St. Paul fish which has 20 nationwide providers receiving shipments daily and turns their inventory daily. All of our
products will be provided by a number of different Wisconsin farmers that are part of the organization “Fresh” which have taken the
pure food pledge. This pledge is similar to the USDA National Organic Program but a little more aggressive. Here at the Christensen
Ale House, all of our menu item's ingredients will be as close to GMO-free as possible. Literature will be available to our guests if
they would like to know more about the local farms in Wisconsin that are employing sustainable agriculture.
Our Menu will offer traditional wood fired grill entrees that all can enjoy such as rib eye, chicken, pork, cheeseburgers, French dip,
lamb, an assortment of seafood that will rotate regularly on the menu based on availability. There will be vegetarian options available
as well as a children’s menu. There will also be an assortment of salads available as entrees, grilled portabella sandwiches. Though the
Christensen Ale House prides itself on its wood fire grill entrees the kitchen still has all standard equipment so we are able to prepare
many different entrees. There will always be a Friday night fish fry as well as other seafood options. All meals will be served using the
American table service and be served as standard three-course meals, unless of course they are ordering one of our delicious salads.

Concept is on trend:
Of the restaurants that I have reviewed in Door County, I have not found any that compare with The Christensen Ale House’s concept.
The closest is a wood fired grill pizzeria. While many of the restaurants in the area are embarking on utilizing produce from local
farms and some livestock that are GMO-free. I have not seen this expressly advocated by any one restaurant. But as a combined trend
in the United States wood fire grills, smoking foods and GMO free have become increasingly popular. In Wisconsin, they have
become very conscious of GMO’s and as a matter of tradition grilling and smoking are one of our past times that people from all over
the United states seem to enjoy when they visit. So this location and concept appear to be prime for both residents and vacationers
alike. Grilling and GMO free or at least as close as is quite popular from coast to the great lakes. Wood-burning grills in top-flight
restaurants. You know there’s a revolution brewing when three tony new restaurants with massive wood-burning grills as their focal
point open within 8 square city blocks in your home town. That’s what’s happening on Miami Beach with the recent opening of Tom
Colicchio’s Beachcraft at the One Hotel (fired by the largest Grillworks wood-burner in the U.S.), Klima, with its charcoal-burning
combination Josper grill-oven from Spain, and the soon-to-open Los Fuegos by South American grill master Francis Mallmann.
Elsewhere in the U.S., check out Parts & Labor in Baltimore, OX in Portland, Oregon, and Aestus in Los Angeles.” (Raichlen, S.,
2016)
Ownership and structure:
The Christensen Ale House will be a partnership, LLC allows us to protect our personal assets. Tracy Zwijacz owning 40%, Joanne
Christensen owns 35% and Peggy Eckes owns 25%.

Operating Licenses:
ASCAP license or BMI (for music)
Bartenders licenses for the city of Sturgeon Bay.
Federal business license. (LLC)
Federal EIN.
NEHA or Serv Safe certifications. (For all kitchen staff, wait staff including bartenders and management are mandatory)
Sturgeon Bay Restaurant license.
Sturgeon Bay sellers permit.
Wisconsin Class B liquor license.
Wisconsin employer i.d.
Wisconsin State Restaurant permits from WDHS.
Mobile licenses and catering licenses are not applicable at this time.
Marketing strategies:
The Christiansen Ale House will utilize a combination of local media, such as: local papers, radio, visitor maps, pamphlets, local store
marketing programs, sponsorships of local sporting events and billboards off of Highway 42 and 51. Including utilizing free
advertising such as word of mouth, which would include social media such as Facebook, Twitter, Yelp, websites and various other
internet available advertising that is becoming increasingly popular. This meaning we would be sure that our food and service do stand

above the rest of our competition and that when negative comments may arise about our business we approach the topic appropriately.
We would also build our business, through the selling and giving away of supporting materials, such as merchandise, promotional
items and other marketing schemes.
Market Analysis and Target customers
The following data is provided by the United States Census Bureau population estimates for Door County, Wisconsin 2014.
“Population in 2014: 9,044 (94% urban, 6% rural). Population change since 2000: -4.2%
Males: 4,449 (49.2%)
Females: 4,595 (50.8%)
Median resident age: 44.5 years
Wisconsin median age: 39.0 years
Zip codes: 54235.
Estimated median household income in 2013: $45,731 (it was $31,935 in 2000)
Sturgeon Bay:$45,731
WI: $51,467
Estimated per capita income in 2013: $27,050 (it was $18,899 in 2000)
Sturgeon Bay city, income, earnings, and wage data
Estimated median house or condo value in 2013: $131,980 (it was $85,400 in 2000)
Sturgeon Bay:$131,980
WI: $163,000
Daytime population change due to commuting: +2,728 (+29.9%)
Workers who live and work in this city: 3,144 (66.8%)

High school or higher: 92.7%
 Bachelor's degree or higher: 23.3%
 Graduate or professional degree: 7.5%
 Unemployed: 6.5%
 Mean travel time to work (commute): 16.4 minutes
For population 15 years and over in Sturgeon Bay city:
 Never married: 26.2%
 Now married: 52.1%
 Separated: 0.6%
 Widowed: 7.1%
 Divorced: 14.1%
(City-Data, 2016)
“ECONOMY Sturgeon Bay, Wisconsin United States
Unemployment Rate 9.60% 6.30%
Recent Job Growth -0.17% 1.18%
Future Job Growth 30.10% 36.10%
Sales Taxes 5.50% 6.00%
Income Taxes 6.27% 4.72%
Income per Cap. $28,183 $28,051

Household Income $44,621 $53,046
Family Median Income $57,718 $64,585 “
(Sperling, 2016)
The previous 3 chart shows me that the median population is about 45 years old of the population in Door County is under 65
years old. Door County currently has a median income of $57,718.00 per capita income of $28,183.00 and a poverty level of 11%.
Of the residents 52% are married and 26% have never been married. 94% of the population are urban and there are 3,100 workers who
live and work in the city. There are also about 2,000 students that attend NWTC.
Target Customers:
The Christensen Ale House located in Sturgeon Bay. According to the City.com and Sperling’s Best Places to Live, the
population within a five-mile radius of this address is nearly 8,502 with 4,476 households, and over 1,492 businesses. There is a
median income of $50,000.00 plus overall for the population. (Wisconsin Tourism, 2015) Door County, which had $332.8 million in
visitor spending in 2015 which indicates to me that not only are the locals in Sturgeon Bay going to be The Christian Ale House’s
target market but also tourists who visit Door County.
Our target market will consist of 21-65 year olds when it comes to local residents, workers, businesspersons, along with
NWTC students. This will obviously vary throughout the day and week because students, workers, businesspersons may come in for
breakfast, lunch or dinner throughout the week along with the local residents. Our evenings and weekends will primarily be students
and residents. Seasonally tourists will also be one of our main sources of revenue.

SWOT Analysis and Competitive Analysis
Strengths Opportunity
1 Unique Concept – wood fire grill There is a catering opportunity
2 The use of organic, local ingredients
from Wisconsin farms Possibly opening an outdoor dining patio area.
3 Excellent location and off street
parking. Advertising and teaming up with local gun clubs and other seasonal sporting events
4 The use of antibiotic free turkey and
chicken, organic pork and grass-fed
lamb. The use of all-natural, pasture
raised meats. Right know this is an untapped market in the area
5 Exceptionally trained staff with the
assistance of Barmetrix
Weaknesses Threats
1 Initial startup of a new restaurant in a
previous restaurant location. Will
patrons like the new changes to menu
etc. Increased competition
2 Local competition New state and federal regulations.
3 Season changes and tourism is low
during winters Existing competition in the market area.
4 Financial resources

Competition Analysis
Strengths, Weaknesses, Opportunities, and Threats Analysis
Strengths My Company Wild Tomato
Wood-fired Pizza
and Grill
Carrington Pub
& Grill
Culver's
What are your
business
advantages?
Unique Wood fired grill, location and off street
parking.
Wood fired pizza
and sandwiches.
View and outdoor
seating.
Varied menu,
view withh
outdoor seating
available.
Drive thru and indoor
dining.
What are your
core
competencies?
There are no restaurants currently offering our
wood fired grilled foods except for Wild
Tomato Wood-fired Pizza and Grille which has
to locations.
One is 23.5 miles away and the other is 45 miles
away.
Located off the
river.
Harbor view and
outdoor dining.
Fast food
Where are you
making the most
money?
Food and liquor. Food and liquor Food and liquor Food
What are you
doing well?
Grilling, table side service and cocktails.
Pizza and
appetizers
Spinich artichoke
dip.
Food
Weaknesses
What areas are
you avoiding?
N/A N/A N/A N/A
Where do you
lack resources?
N/A Training N/A N/A

What are you
doing poorly?
N/A
Service, Wine
portions, food
quality
Service, food
quality
Service, food quality
Where are you
losing money?
N/A Return guests Return guests Return guests
What needs
improvement?
N/A
Training, service,
food quality
Training, service,
food quality
Training, service, food
quality
Opportunities
Any beneficial
trends?
Wood fired grill. Most of our products/produce
will be provided by a number of different
Wisconsin farmers that are part of the
organization “Fresh” which have taken the pure
food pledge. All of our menu item's ingredients
will be as close to GMO-free as possible. Meats
will include grass fed beef, free range, antibiotic
free turkey and chicken, organic pork and grass-
fed lamb. Our seafood and fish will be provided
by St. Paul fish which has 20 nationwide
providers receiving shipments daily and turns
their inventory daily. Meats will include grass
fed beef, free range, antibiotic free turkey and
chicken, organic pork and grass-fed lamb. Our
seafood and fish will be provided by St. Paul
fish which has 20 nationwide providers
receiving shipments daily and turns their
inventory daily.
N/A N/A N/A
Niches that
competitors are
missing?
Wood fired grill. Most of our products/produce
will be provided by a number of different
Wisconsin farmers that are part of the
Wood fired pizza.
Outdoor venue for
weddings.
Catering.
N/A

organization “Fresh” which have taken the pure
food pledge. All of our menu item's ingredients
will be as close to GMO-free as possible. Also
have a hotel located above restaurant.
New
technologies?
State of the art POS system, t.v.s etc. online
reservation, website.
N/A
Meeting rooms,
hotel
N/A
New needs of
customers?
Will have customer surveys available and
reward system of some sort. Also a bonus point
program for frequent diners.
N/A N/A N/A
Threats
Obstacles to
overcome?
Initial feel for the locals menu preferences,
visitors, and seasonal visitors.
30 - 45 minutes
away from
location. Not an
immediate threat.
22 minutes away
from location.
Not an
immediate threat.
Not an immediate threat.
Aggressive
competitors?
None No. No. No.
Successful
competitors?
The Draft Haus & the Corner Café. (Draft Haus
Closed)
N/A N/A N/A
Negative
economic
conditions?
Election Year N/A N/A N/A
Government
regulation?
Will be appraised of any changes. N/A N/A N/A
Changing
business
climate?
N/A N/A N/A N/A
Vulnerabilities New Businesses N/A N/A N/A

Profile
As an owner operator I bring 25 years of experience in day-to-day management activities. These include staffing, training,
inventory control, include strategic planning. Along with marketing and business development. Though I have not always managed a
restaurant I have worked in construction for much of the last 25 years, which has made me quite aware of the importance of analyzing
sales levels and profitability. I am aware of the importance of proper licensing, employee and employer communication and safety
standards.
I have worked in the restaurant industry as well as the construction industry on and off since I have been sixteen. This was due
to construction being seasonal. So during the winter and spring months I have worked every position imaginable for the last 25 years,
but do not consider myself a chef, but more of a cook.
I started out as a dishwasher and busser at White Tail Inn which was a fine dining establishment in West bend, Wisconsin at
the age of 15. I fell in love with the kitchen and my job. The knowledge and skill that the waitresses and the Chef shared with me led
me to my passion for food and the enjoyment that people experienced while dining. I soon worked my way up at to hostess and was
employed there for 4 years. I had the opportunity to see the long and hard hours that the BOH endured but their passion persevered.
The waitresses, bartenders and owners taught me the importance of hospitality and the loyalty that their guests had due to both the
hospitality, excellent service and great food.

I have now worked as a Cook, bartender, maintenance, hostess, receiving, dishwasher, busser, waitress seasonably at
Kokopellis Pub in West Allis, Wisconsin. Which is a casual dining bar restaurant for nearly 15 years. I have been Serv Safe, Certified
for 15 years and I am well aware of all sanitation and food safety standards and controls.
During the rest of the year I have sub-contracted roofing, siding, painting and finished carpentry from Williams contracting for
15 years. I have managed and trained up to 8 people on safety measures and how to properly use tools and equipment. Which included
properly setting up the planks, scaffolding and harnessing for roofing. These all are extremely dangerous jobs and training is of the
utmost importance. This has also made me quite aware of the importance of certifications, licensing, insurance and recording keeping
as in all businesses.
Though I am not a chef nor do I attend to be I have strong management skills and a passion for making people happy and one
of the best ways is through a smile and great food. I have a passion for wanting my guests to eat the freshest and healthiest produce
and meats that can be provided by a number of different Wisconsin farmers that are part of the organization “Fresh” which have taken
the pure food pledge. This has led me to become more active in as close to GMO free products as possible and my increased desire to
share this with potential customers.
I will be graduating from Le Cordon Bleu with an associate’s degree in hospitality management later this June and will be
attending UW Stouts Online Sustainability Management program for my Bachelor’s degree.

Organizational Chart
Restaurant Owner Manager
Host or Hostess
Head Server
Servers Bussers
BartenderHead Chef
Chef
Dishwasher
Receiving

Human Resources Plan
Interviewing would be done personally, by myself. I would look for education, experience, gaps in employment, but I would
definitely give people an opportunity to explain their situations before judging them. I personally believe that everyone deserves an
equal opportunity but I also need to avoid a potential disaster. I would be aware of discrimination laws and also be sure that they were
authorized to work in the United States legally. Every employee would need to be of legal age to fulfill the duties of their position.
Make potential employees aware that a full background checks through places such as Capp and other sources. Hiring our employees
will be based on honesty, qualifying attributes, personality, and personal opinion or feeling of personality. Our employees for FOH
and will be trainable or experienced servers, bartenders. Positions will be posted on LinkedIn or one of the area temporary services.
They will have to have a minimum of a high school diploma and most definitely have some computer knowledge to learn the POS
system. Our Chefs or Grill master would be recruited through LinkedIn or chefplacementservices.
Training
We will provide adequate training for new hires and ongoing training for staff is a very critical area for managers to pay
attention to. When training new hires they should understand what the restaurant’s concept such as the history, values, etc. to possibly
engage in light conversation with patrons. They will know the layout of the restaurant which leads to efficiency. They will be
knowledgeable of the menu so that they are able to answer questions from patrons regarding menu items and possible allergies.
“Proper service etiquette is paramount to a memorable dining experience. The servers must be adequately trained in exceptional
customer care before they begin working shifts. We will provide opportunities to practice proper serving techniques and etiquette by

engaging in role-modeling exercises, or by pairing more experienced workers with new ones. Emphasize the desirable traits in a
restaurant employee.” (P.M., 2015) Allowing new hires to shadow experienced employees for a couple of shifts can assist greatly with
this helping to instill the right behaviors such as proper order taking, cleaning during their shift, helping coworkers and leaving
personal problems at the door when their shift starts. Barmetrix would be my preference for assistance in training all FOH positions.
Continued training will always exist and be enforced not implemented because laws are continually changing as well as society.
Knowing that I have done my due diligence in understanding our perspective clientele during our daily hours of operation of research
done by canvassing local restaurants and the demographics of our location has given me a clearer understanding on how our
establishment’s FOH and BOH should be staffed. The positions and responsibilities will be copied and used and posted as a checklist
at stations except for shipping, receiving, they will have a checklist that is submitted every day. There will also be a copy in employee
handbooks which will have all information such as mission, expectations, sick day policies, holidays and service standards.
Disciplinary Actions
“Certain actions and behaviors detract from the guests' enjoyment or jeopardize the safety of company personnel. The
Christensen Ale House has established written guidelines to help achieve our goals and maintain a safe, orderly environment. We will
treat everyone professionally and fairly while enforcing our established guidelines at all times.
Any team member who engages in an activity detrimental to the best interests of The Christensen Ale House’s guests, visitors,
or other personnel will be appropriately disciplined. Depending on the degree or the nature of the offense, disciplinary action can

include a verbal or written notice, suspension or immediate discharge (in serious cases). Always act appropriately and follow the
below rules.
The actions below, on the part of any team member, may result in disciplinary action up to immediate termination. They
include, but are not limited to, the following:
1. Damage to company property, including your wardrobe and assigned tools and supplies
2. Allowing unauthorized people to enter the property without management approval
3. Rummaging through another team member's locker or personal property
4. Possession of, or being under the influence of, alcohol while on company premises including the parking lot
5. Possession of, or being under the influence of, an illegal drug or narcotic while on company premises including the
parking lot
6. Possession of, or being under the influence of, or using any instrument or paraphernalia related to illegal drugs,
narcotics, or alcohol, while on company premises including the parking lot
7. Possession of firearms or other weapons
8. Violence, physical assault, or threats to any team member, guest, manager, visitor, or other person
9. While gambling on company premises, including the parking lot
10. Falsifying or manipulating company documents, including, but not limited to, employment applications, payroll and
financial documents, time cards, inventory, credit card vouchers, invoices, or any other documents

11. Dishonesty
12. Insubordination or refusal to follow a manager's directive
13. Sleeping on the job
14. Theft or aiding in theft of our operation or the property of management, co-workers, guests, visitors or any other person
15. Unauthorized discussion about or disclosure of confidential information, including the individual's salary
16. Discourteous behavior
17. Harassment of any kind
18. Habitual tardiness or absenteeism without management approval
19. Inability to work in harmony and failure to cooperate with fellow personnel
20. Repeated failure to follow the required dress code
21. Using abusive or foul language
22. Confronting a guest about a gratuity
23. Conducting illegal activities such as selling alcoholic beverages to minors
24. Giving away food or beverages without authorization
25. Unauthorized consumption of food and/or beverages while on duty
26. Refusal to follow policies as defined by management

27. Any other activity, which is viewed as harmful or detrimental to the company or jeopardizes the safety of team
members, guests, managers, visitors, or any other person or may be detrimental to our company
28. Repeated calls ins
(Five-start training, 2016)
There is a three strikes and you are out on call ins or no shows for your scheduled shift and or those that you volunteer to pick
up for another employee with the approval of management. No shift swapping can or will occur without approval from management. “
1. Verbal warning
2. Written warning
3. 3-day suspension with no pay
4. You will be asked to turn in all company property and escorted from the property when you arrive for your last
paycheck.
Service standards
Our service standard goals at The Christensen Ale House are to ensure that each guest receives prompt, professional, friendly
and courteous service. To make certain that our well maintained premises are clean and comfortable for our guests and staff. To
provide at a fair price - well-prepared meals - using only quality ingredients and the stringiest of safety standards in their preparation.
We want all guests and staff to feel that they are treated with the respect and dignity they deserve. To thank each guest for the
opportunity to serve them. By maintaining these standards, we shall be assured of a fair profit that will allow us to contribute to the
community we serve.

Staffing
The Christensen Ale House hours of operation are from 7:30 a.m.– 9 p.m. and has a maximum seating capacity of 72 guests.
The existing productivity standards for the following departments at The Christensen Ale House are:
Manager: 1
Host ratio: 60 to 1 = 1 (2 depending on the shift, day, time of season)
Head Waiter: 1
Bartender’s ratio: 75 to 1 = 1 (2 depending on the shift, day, time of season)
Server’s ratio: 20 to 1 = 4 ( during breakfast and lunch hours this will be adjusted to accommodate lower ticket sales and flow. )
Busser’s ratio: 75 to 1 = 1 (2 depending on the shift, day, time of season)
Head Grill Master Chef ratio 30 to 1 = 2
Cooks ratio: 30 to 1 = 2 ( during breakfast and lunch hours this will be adjusted to accommodate lower ticket sales and flow. )
Dish washer’s ratio: 100 to 1 = 1 (2 depending on the shift, day, time of season they will also assist chefs and cooks when needed)

Service Standards FOH
Management/ Owner, operator
As an owner operator I need to be well versed in customer service and people skills. I need to be able to meet and greet
customers, organize table reservations and offer advice about menu and wine choices and respond to customer queries and complaints
with tack and sincerity. Maintain high standards of quality control, hygiene, and health and safety. It will be necessary for me to create
and execute plans for sales, profit and staff development along with setting budgets and planning and coordinating menus. I will also
be responsible for coordinating the operation of the restaurant during scheduled shifts, recruiting, training, managing and motivating
staff.
I will need to prepare reports at the end of the shift/week, including staff control, food control and sales. This will be done
partially by the SILVERWAREPOS system. Which is supported by Server and Cloud reporting making it pretty reliable even when
brick and mortar functions are experiencing difficulties. There are also Handheld POS devices with card swiping capabilities for credit
and debit cards. I preferred this brand because there are various options connecting the ordering process to the various outlets in an
establishment with SILVERWAREPOS devices and their software that are time saving and advantages to keeping my business ledger
on point. Such as:
Table Service POS, Mobile Table-Side Ordering, In-Store Guest Ordering, Online Ordering. Kitchen displays allow you to
pre-configure prep and cook times for dishes. It is integrated with SilverWare’s POS system so that items populate onto the KDS

appropriately based on orders. You are able to quickly move to the next order by easily removing the item from the screen. I will be
able to view old orders and reopen them if needed.
Host/Hostess responsibilities
 Know when private parties are scheduled, assigned server sections, and seating charts. Silverware Pos stores all this
information.
 Know menu prices and specials.
 Silverware Pos are all charged and ready for the servers.
 Guest pagers are all clean, operational and charged.
 Greet guests with a smile. Remember, you are the first and the last person our guests see at our restaurant.
 Notify head server when guests have been seated
 Monitor service and use the wait list to slow the flow of customers. Direct our guests to either dining area, or the house
bar depending on if there is a wait for the table or they are waiting for additional members of their party.
 Always be honest with guests about estimated wait times.
 Resolve guest issues promptly, and if necessary notify the manager on duty.
 Prepare the following day’s shift.
 Be sure that all private parties, server stations, and seating are prepared and entered into your Silverware POs
 Make sure that Silverware Pos and pagers are clean, in working condition and on their chargers.

Bartenders
Opening procedures
 Clock in using Silverware POS.
 Ensure all closing duties were performed and the area is ready to be open
 Complete all prep and stocking prior to opening
 Count money till
 Ensure items in coolers have been stocked and rotated as well as removing out of date items
 Check product par levels including beers, liquors and mixers
 Prepare bar tops, tables, chairs and bar stools to be used
During shift
 The bartender will of course greet the customer as if they were the guest themselves remembering the way they
appreciate be treated.
 Take customer drink order.
 Know menu prices and specials.
 Know mission statement and restaurant history for polite conversation.
 If guest would like to eat in the bar area at one of the tables, they will page a server.
Closing Procedures

 Be sure all glasses are clean and put back in place of storage
 Put away all prepped items like lemons, limes, olives etc in cooler or walk in.
 Clean all bar mats, floor mats, machines and equipment.
 Sweep floors and scrub and mop bar floors.
 Clean all tables, counter tops, chairs and bar stools.
 Wash all spouts, jiggers, shakers and automatic pourer station.
 Prepare area for open on next day.
 Clock out using Silverware POS.
Head Server’s responsibilities
 Once the Head server is aware of the guest’s arrival, they should greet them with a smile and make certain that they are
served promptly, their special requests are accommodated, and that any complaints are handled promptly and fairly.
Contact management if necessary.
 Assign servers and bus persons to their sections.
 Inspect the dining area to ensure it's clean and the tables are set properly.
 Ensure each service station has to be stocked for the meal, with well-polished glasses and silverware.

 They will have complete knowledge of the menu, and any changes, such as specials because knowing the ingredients is
important in case a guest has allergies to an ingredient.
 Make certain that guests are served promptly, their special requests are accommodated, and that any complaints are
handled promptly and fairly. Contact DRM if necessary.
 Monitor the bussers and servers to make sure they're meeting the restaurant's standards for professionalism and service.
 Step in as a server when needed.
Servers responsibilities
 The server will of course greet the customer as if they were the guest themselves remembering the way they appreciate
be treated.
 Answer questions regarding the menu.
 Offer water to the guests and take drink orders.
 They will have complete knowledge of the menu, and any changes, such as specials because knowing the ingredients is
important in case a guest has allergies to an ingredient.
 Take orders and provide impeccable guest service.
 Work closely with other wait staff and the kitchen to ensure efficiency.
 Make sure of excellent food presentation and deliver orders.

 Accommodate guest’s special requests, and that any complaints are handled promptly. Relay complaints to the head
server.
 They will wait politely while the guests finish their meals so they do not feel rushed and then process the guest’s
payment.
 Once payment is received they will bid the guest a kind farewell and hope to see them again soon.
 Remember when you are not serving a guest that you should be serving someone who is. Teamwork is necessary for a
successful and smooth running machine.
Bussers - Busserresponsibilities
 Be polite and courteous to guests and willing to answer any questions they may have about the establishment.
 Remove or add place settings and fill water glasses.
 Refill water glasses automatically throughout meal.
 Refill coffee cups if guests are drinking coffee.
 Clear and Clean Tables. Always put fresh linens on the tables.
 Be sure each place setting is complete with silverware, water glass, placemat, bread plate, and a folded napkin. Be sure
that each table is set for maximum capacity.
 Refill condiments as needed.
 Get all dirty dishes to dish station as soon as possible when clearing tables. Be sure to get dishes to the kitchen as soon
as possible.
 Remove linen bag and sort.

 Check in with the head server to see if there are any additional duties that need to be attended to.
Cooking and Production Techniques BOH
The Head Chef’s primary duty is the continued efficiency of the kitchen and production of consistent, quality of food to The
Christensen Ale House’s standards. Provides professional leadership and direction to all kitchen personnel. They are able to delegate
responsibilities to kitchen staff properly for opening and closing procedures and participate when needed. Make sure the restaurant
meets all regulations, including sanitary and safety guidelines. The head Chef will ensure that the HACCP sops food safety
management system is followed to ensure that food products are safe for consumption. There will also be HACCP temperature
placards posted throughout the kitchen next to temperature control checklists that will be used throughout all shifts. All coolers, walk-
ins and freezers will have temperatures taken at the beginning of each shift to ensure that they are operating properly at the right
temperatures. (Freezers 0° F. Coolers and walk- ins at 40° F.) FIFO will be practiced when retrieving, storing and receiving foods.
They will ensure that all proper procedures are followed in food preparation both for food safety reasons, sanitary reasons and portion
control.
Head Chef
Opening Procedure
 Clock in using Silverware POS.
 Be sure that closing was done properly.
 Be sure that everything is cleaned and sanitized.

 Food items are stored properly.
 Prepare soups, stocks etc. for menu items.
 Manage and work with chefs, to create menu items and determine food inventory needs.
 Manage and delegate responsibilities for the kitchen staff.
 Develop menu items.
 Forecast supply needs and estimate costs.
 Make sure the restaurant meets all regulations, including sanitary and safety guidelines.
 Primary duty is the continued efficiency of the kitchen and production of consistent, quality food.
 Be sure that the Silverware POS for orders is functioning properly.
 Prepare meals.
 Clean and sanitize kitchen and utensils throughout shift.
 Provides professional leadership and direction to kitchen personnel.
Closing procedures
 Be sure that food is stored properly.
 The kitchen is cleaned and sanitized.
 All cooking utensils cleaned and sanitized.

 Scheduling is done.
 Menus is planned.
 Inventory complete for next day’s ordering.
 Be sure to check to make sure that all walk-in coolers are functioning properly and at the appropriate temperature.
Chef
Opening Procedures & Daily operational procedures
 Clock in using Silverware POS
 Make sure that work stations are all clean and sanitized.
 Prepares food required for breakfast, lunch and dinner.
 Make sure that all food is cooked to the appropriate temperature. ( Internal temperature of at least (165 degrees F.)
 Make sure all cold foods are stored at the safe and proper temperature. (40 degrees F.)
 Chop vegetables, prepare meats for cooking and weigh and measure ingredients.
 Ensures all recipes, food preparations, and presentations meet our specifications and commitment to quality.

 Maintains a safe, orderly, and clean kitchen uses proper food-handling techniques.
Closing procedures
 Clean and sanitize all work stations.
 Put all food away in designated areas.
 Make sure all utensils etc. are stored properly.
“Dishwasher Opening procedure
 Assemble/disassemble dish machine
 Set up dishwashing area.
 Fill/empty soak tubs with cleaning/sanitizing solutions.
 Unroll mats.
 Sort and rinse dirty dishes, glass, tableware and other cooking utensils and place them in racks to send through dish machine.
 Sort and stack clean dishes. Carry clean dishes to cook’s line and other proper storage areas. Rewash soiled dishes before
delivering.
 Change dishwater in dish machine every hour.
 Wash pots, pans and trays by hand. Conduct general restaurant and restroom cleaning as directed.

 Wipe up any spills to ensure kitchen floors remain dry.
 Notify manager any time dish machine wash or rinse cycle falls below safety standard temperatures.
Closing procedures
 Remove trash and garbage to dumpster.
 Set up or break down dishwashing area.
 Clean and roll up mats.
 Sweep/mop floors.
 Disassemble and sanitize dish machine.
 Sweep up trash around exterior of restaurant and garbage dumpster.
 Other duties as directed.”
(SHRM,2016)
Receiving for opening, and closing
Opening procedure – throughout shift
 Clock in using the Silverware POS.
 Do a walk thru of the receiving dock, walk-in freezers and refrigerators, dry storage. Take note of anything that is out of place
or odd. (leaky bags, odd smells etc.)

 Record temperatures for the walk-in freezers and refrigerators.
 Check to be sure there are working thermometers by walk-in, along with SOP
 Sweep and mop walk-in freezers and refrigerators.
 Be sure that there are labels for the date code genie (FIFO)
Receiving a delivery
 “The delivery vehicle is clean & there are no chemicals transported with the food.
 Check the goods off the invoice and the original purchase order form to avoid accepting overstocks or substitutes.
 Frozen foods are frozen solid, and do not show evidence of thawing and refreezing. (Common signs of thawing and
refreezing are large ice crystals on the surface, and frozen juices or liquids in the package.)
 The temperature of PHF with clean calibrated thermometer. Cold foods must be less than 41 °F. Hot deliveries need to
be greater than 135 °F.
 Food does not show signs of spoilage.
 Product packaging is not damaged exposing food to contamination.
 Cans do not bulge, leak, or have creased seams.
 There are no insects, insect eggs, dirt, rodent droppings, or other contaminants.
 All products are properly labeled with the name and address of the manufacturer, and the ingredient statement.
 Reject PHF delivered at the wrong temperature.

 Reject products in damaged packaging if food is exposed to contamination, or cans that are bulging, leaking, or have a
sharp crease in a seam.
 Reject products without proper labels.
 Reject deliveries if the inside of the delivery truck is dirty or contains chemicals.
 Reject deliveries of products where use-by date has passed.
 Properly label all meats with temperature and time and date of receipt.
 Food is stored properly as soon as possible.
 Protect ready to eat foods from raw foods.
 Properly rotate and store frozen, raw foods as quickly as possible in their allocated areas. (FIFO method)
 Properly label and rotate fresh foods. (FIFO method)
 Properly label, rotate and stock dry goods in their allocated areas. (FIFO method)
 Properly label and store all chemicals, such as sanitizers, soaps, degreasers etc. in allocated areas.”. (Iowa State
University, 2016)
 Review the checklist that is in the Revel Systems iPad and be sure that you have completed all of your tasks.
There is no shift change for this position.

Personal Statement of Conclusion
The Christensen Ale House in keeping with the charm that Sturgeon Bay and Door County offer will treat our guests as they
are part of the history and making of the area. Newer technologies that may be used will not take away from the nostalgia or ambience
that that we offer our guests. The goal is to offer a casual- to a fine dining experience to all its guests. We want everyone to enjoy
meals that they are familiar yet enhanced with flavors and nuances that our Grill Master Chef has created using his wood fired grills to
prepare fresh cut meats and produce that are supplied to us by Wisconsin farms that that are part of the organization “Fresh” which
have taken the pure food pledge. All of our menu item's ingredients will be as fresh and as close to GMO-free as possible for our
guests.
The dining area, of course, will offer table side service so our guests may enjoy the ambience that our dining room offers.
Subtle lighting with a mix music in the background. The Christensen Ale House will share its finest treasure with its guests. The 18
foot, 19th Century antique Victorian oak back bar and an antique oak and mahogany Victorian front bar boasting the original brass foot
rail. The Christensen Ale House will have one of the largest selection of Wisconsin Brewed beers and Microbrews of any Ale House
in Central Wisconsin.
We feel that everyone deserves the opportunity to enjoy the elements of a fine dining but on a bit of a more casual and wallet
friendly level. We also believe that our families and communities deserve to enjoy healthier foods and by buying our products locally
from Wisconsin farms that that are part of the organization “Fresh”. We are helping our families, communities, state, Country and
world become more environmentally friendly and eating healthier products.

As as a combined trend in the United States wood fire grills, smoking foods and GMO free have become increasingly popular.
While many of the restaurants in the area are embarking on utilizing produce from local farms and some livestock that are GMO-free.
I have not seen this expressly advocated by any one restaurant. In Wisconsin they have become very conscious of GMO’s and as a
matter of tradition grilling and smoking are one of our past times that people from all over the United states seem to enjoy when they
visit. I believe that this location and concept appear to be prime for both residents and vacationers alike. Grilling and GMO free or at
least as close as it can be, is quite popular from coast to the great lakes. Wood-burning grills in top-flight restaurants cross the United
Staes. You know there’s a revolution brewing when three tony new restaurants with massive wood-burning grills as their focal point
open within 8 square city blocks in your home town. That’s what’s happening on Miami Beach with the recent opening of Tom
Colicchio’s Beachcraft at the One Hotel (fired by the largest Grillworks wood-burner in the U.S.), Klima, with its charcoal-burning
combination Josper grill-oven from Spain, and the soon-to-open Los Fuegos by South American grill master Francis Mallmann.
Elsewhere in the U.S., check out Parts & Labor in Baltimore, OX in Portland, Oregon, and Aestus in Los Angeles.” (Raichlen,
S.,2016)
I believe that you believe as I do of the importance of sustainability in these times for our farm communities and the meats and
the produce that they provide to all of us. The Door County area is a high traffic travel and vacation area that still believes in tradition,
history and preservation. This concept would fit very nicely in Sturgeon Bay and could be quite a worthy and profitable investment.
Thank you for your time and consideration.

References
Ashe-Edmunds, S. (2016) How to Write a Restaurant Proposal. Retrieved from http://smallbusiness.chron.com/write-restaurant-
proposal-57920.html
C, C. (2015). St. Albans. Retrieved from Vital Source Bookshelf
City-Data.com (2016) Sturgeon Bay, Wisconsin. 54235. Retrieved from http://www.city-data.com/city/Sturgeon-Bay-Wisconsin.html
Close DB Find Your Competitors. (2016) Carrington Pub and Grill, Culvers and Wild Tomato Wood Fired Grilled Pizza. Retrieved
from http://closedb.com/place/975038735925228/Viva-Real-Live-Food-Bar
Dahmer, R., & Kahl (2009). Before The Guests Arrive. In J. Wiley and Sons (Ed.), Restaurant Service Basics (2nd Ed.,). Retrieved
from Vital Source Library
Five-startraining (2016) Disciplinary Action. Retrieved from http://www.five-startraining.com/popups/Disciplnary_Action.htm
Good Earth Farms (2016). Pasture-Raised Meats. Retrieved from http://www.goodearthfarms.com/
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arguinzoniz-the-grilling-genius-of-spain

Luxem, C. (2015). 6 Reasons Why Restaurants Fail {And How to Prevent Each One}. Retrieved from
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NWTC (2016) Northeast Wisconsin Technical College. Retrieved from https://www.nwtc.edu/about-nwtc/places/sturgeon-bay-
campus
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Raichlen, S. (2016) Barbeque Bible Raichlen Predicts: BBQ Trends for 2016
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SHRM (2016) Restaurant dishwasher. Retrieved from
https://www.shrm.org/templatestools/samples/jobdescriptions/pages/cms_006466.aspx
Sperling’s Best Places to Live. (2016) Sturgeon Bay, Wi. 54235. Retrieved from
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St. Paul Fish Company (2016). Retail Fresh Fish Case. Retrieved from http://www.stpaulfish.com/retail-fresh-fish-case/
THE Power OF WISCONSIN TOURISM ECONOMIC IMPACT FACT SHEET Door County
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