1. Chapter 3
The Restaurant

2. Scope and Sequence:
 Definition of restaurant
 History of restaurant
 The Restaurant Business
- Market
- Location
- Menu Planning
- Menu Engineering
- Menu Design and Layout
 Chain and Independent Restaurant
 Classification of Restaurant

3. A restaurant is an establishment which prepares and serves food
and drink to customers in return for money, either paid before the
meal, after the meal, or with a running tab. Meals are generally
served and eaten on premises, but many restaurants also offer take-
out and food delivery services
3

4. Histor y
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5. The First Restaurant
 The public dining room that
came ultimately to be known
as the restaurant originated in
France, and the French have
continued to make major
contributions to the
restaurant's development.
The first restaurant
proprietor is believed to have
been one A. Boulanger, a
soup vendor, who opened his
business in Paris in 1765
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6. French Cuisine and Its Foundation
The French are credited with culinary art,
largely due to two main events:
French Revolution
Thomas Jefferson

7. French Revolution
 In Paris restaurants did not
become an important part
of the gastronomic scene
until after the Revolution.
In the early to mid-18th
centure only taverns and
inns served food and drink,
but even in these
establishments there were
no menus and no intricate
dishes. Meals usually
consisted of boiled or
roasted meat, served
without sauce, and a
seasonal vegetable.
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8. Thomas Jefferson
Despite his service as
legislator, the governor of
Virginia, minister to
France, secretary of state,
and president of the United
States, Jefferson likely
believed in the intelligence
towards fine food and
health
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9. Culinary Great
Auguste Escoffier
Patron Saint of Cooking. was a
French
chef, restaurateur and
culinary writer who
popularized and updated
traditional French cooking
methods. He is a
legendary figure among
chefs and gourmands,
and was one of the most
important leaders in the
development of
modern French cuisine

10. The Restaurant Business
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11. The Restaurant Market
The restaurant market will determine who will patronize
your restaurant. A respective feasibility study will determine
whether a sufficient demand exists in a particular market
niche
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12. Factors Needed in Operating A successful
Restaurant
Mission
Goals & Objectives
Market
Concept
Location
Menu Planning
Ambiance
Lease
Other occupational costs
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13. Restaurant Location
Key location criteria :
 Demographics
 Average Income
 Growth and decline of the area
 Zoning, drainage, sewage, and utilities
 Visibility
 Accessibility
 Parking
 Curb side appeal
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14. Menu Planning
6 Main Types of Menu:
1.A la Carte menu – Items are individually priced
2.Table d’ hote menu – Offer a selection or more items
for each course at a fixed price.
3. Du jour menu – List the items “of the day”
4. Tourist menu – used to attract tourists
5. California Menu – guest may order any item on the
menu at any time of the day.
6. Cyclical menu –repeat themselves over a period of time
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15. Menu Analysis
 Menu analysis can be defined as a range of techniques and
procedures that enable more effective decision making both
with respect to marketing and operating the menu.
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16. 2 Methods of Menu Analysis:
1. Quantitative Method - main method to assess the menu mix
sales volume popularity) and gross profit profitability/
contribution margin).
- The findings imply that once the new menu is launched in the
market, the first criterion used to review the menu
effectiveness is the menu sales mix reports.
2. Qualitative Method - research projects are carried out to analyse
customer trends in food preferences and acceptances.
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17. Menu Design and Layout
 It is the only piece of printed advertising that you are virtually
100 percent sure will be read
A well-designed menu can educate and entertain the customer as
well as be a communication, cost control, and marketing tool for
your restaurant.
 The menu is designed to help the guest decide what to order.
When you strategically place menu items on the menu, you will
sell more of them than if you placed them randomly.
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18. Basic Menu Design and Layout:
Casual menu sometimes written on chalk board.
Quick service menu are often illuminated above the order
counter.
More formal menu are generally single page or folded.
Other have separate wine list
Some have pictures with enticing description of the items
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19. Menu Engineering
displays a list of product offerings for consumer choice
Typically the goal with menu engineering is to maximize a
firm's profitability by subconsciously encouraging customers to
buy what you want them to buy, and discouraging purchase of
items you don't want them to buy.
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20. CHAIN & INDEPENDENT RESTAURANT
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21. Chain Restaurants –
 Any restaurant with more than ten units.
Any restaurant with Corporate Regulatory Structures.
 Any restaurant on the stock market.
Chains are popular for a reason. They are consistent. They have
long hours and good branding that is easily recognized.
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22. LIST OF SOME CHAIN RESTAURANTS
in the PHILIPPINES
1. McDonalds 10. Shakey’s
2. Burger King 11. Popeye’s
3. Jollibee 12. TGI Fridays
4. Chowking 13. Wendy’s
5. Kenny Rogers 14. Max Restaurant
6. Domino’s 15. Cabalen Restaurant
7. Gloria Jean’s 16. Mang Inasal
8. KFC 17. Greenwich
9. Pizza Hut
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23. Independent Restaurant
is one that is not part of a National Chain. They are almost always
stand alone properties with the owner working daily IN THE
PROPERTY.
Can there be more than one? YES. If the owner and/or founder
is involved day to day and the scope is LOCAL in nature. An
Independent Restaurant should have a CHEF, but may not if it is
something like a burger joint or barbecue shack.
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24. Top Independent Restaurants
US
PHILIPPINES
1. Tao Las Vegas Restaurant & Nightclub - 1. KUBLI SPRINGS @ KINABUHAYAN
Las Vegas CAFé, DOLORES, QUEZON
2. Tavern on the Green – NYC 2. ANTONIO'S, TAGAYTAY
3. 3. Joe's Stone Crab - Miami Beach 3. UGU BIGYAN, TIAONG, QUEZON
4. Smith & Wollensky - NYC 4. ISLA NABUROT, GUIMARAS
5. Tao Asian Bistro - NYC 5. LA COCINA de TITA MONING’S,
6. Old Ebbitt Grill - Washington DC MANILA
7. Buddakan - NYC 6. KUSINA SALUD, SAN PABLO,
LAGUNA
8. Gibsons Bar Steak House - Chicago
7. VIEUX CHALET, ANTIPOLO
9. Joe's Seafood Prime Steak &Stone Crab
- Chicago 8. CLAUDE TAYAG’s BALE DUTUNG,
PAMPANGA
10. Joe's Seafood Prime Steak & Stone
Crab - Las Vegas 9. CHARLEY'S at LIPA CITY,
BATANGAS
10. ENTALULA ISLAND, EL NIDO,
PALAWAN
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25. CLASSIFICATIONS OF RESTAURANTS
DINING WELL
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26. 1. Full-Service Luxury Restaurants
Fine Dining Restaurant – is one where a good selection of menu items
is offered. Generally at least 15 or more3 different entrees.
 Many of these restaurants serve “haute cuisine”.
 . Elaborate or skillfully prepared food
 The wait staff is usually highly trained and often wears more formal attire
 .Food portions are smaller but more visually appealing
 Fine dining restaurants have certain rules of dining which must be followed
by visitors

27. Haute cuisine - . Elaborate or skillfully prepared
food, especially that of France. High-class
cooking

28. Reasons for the Small Number of
Luxury Restaurants
Labor intensive and require a higher level of skilled labor
Small percentage can afford high prices
Overhead costs may not be reasonable
Economies of scale are not as easily reaped
Consistency and quality are not easy to maintain
Limited market appeal

29. 2. Casual Upscale Dining
“Casual Fine Dining”. The food has become much more sophisticated
in presentation and seasoning, but it is still approachable. The
menus are familiar, often a blend of cuisines. The service is very
friendly and down-to-earth -- it is identical to what you would
encounter in anything from a Hard Rock Cafe to a Kelsey's
Roadhouse.
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30. Other Restaurant Classifications
Casual Dining is a restaurant that serves moderately-priced
food in a casual atmosphere.
Theme restaurants -
Celebrity-owned
Owned by celebrities such as Michael Jordan, Dan Marino, Steven
Segal, Gloria Estefan, Junior Seau, Denzel Washington
Seau’s San Diego
All Star Café
House of Blues

31. Classifications of Restaurants
The Eating Market
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32. 1. Take Out - Establishments that sell take-out exclusively without
providing table service are called take-out restaurants or take-aways.
2. Drive Through - is a type of service provided by a business that
allows customers to purchase products without leaving their cars.
3. Delivery – The order is placed in the telephone, then the food is
being delivered to a desired place. Many delivery chains use a single
telephone number (central station), then placed the order to the
nearest unit for dispatch.
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33. Contemporary Popular Priced
Restaurants
1. Quick Service “Fast food” emphasize speed of service. Operations
range from small-scale street vendors with carts to franchised mega-
corporations like McDonalds.
2. Mid Scale Restaurant - Midscale restaurants appeal to
businesspersons, couples, singles, and families who desire a dining
experience with value-priced food, good service, cleanliness, and
atmosphere which, in total, represent the dining experience.
a. Family Restaurant
b. Commercial Cafeterias and Buffet
c. Pizza Restaurant
d. Home meal replacement
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34. 1. Casual Restaurant - serves moderately-priced food in a casual
atmosphere. Casual dining restaurants typically provide table
service.
a. Specialty Restaurant - Specialty Restaurant feature specific
kind of food (seafood, steak, pasta
b. Ethnic Restaurant - restaurant featuring a particular cuisine
such as Chinese, Mexican, or Italian. With matching ambiance play a
larger role.
c. Entertainment Restaurant – Diner’s experience is centered in
the entertainment provided by the restaurant stage-set like decor.
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35. Other Types of Restaurants
Steakhouses
New growth area
Outback Steakhouse
Seafood restaurants
Pancake restaurants
Sandwich restaurants
Family restaurants

36. Trends
Demographics
Branding
Alternative outlets
Globalization
Continued diversification
More twin and multiple locations
More points of service
More hyper-theme restaurants
Chains vs. Independents

37. SUMMARY
Food service is an integral and vital part of life. Food service can be divided
into Dining Market and Eating market. Fine dining restaurants have been
falling since in the later 1980’s . Casual upscale restaurants on the other hand
has become very popular. The most dynamic part of the Eating Market is the
off premise segment made up of take-out, drive in and delivery. Other
contemporary popular priced restaurant are quick service and mid scale such
as family restaurants, cafeterias and buffet.
Fine dining restaurant has redefined itself to fit contemporary customers
takes a variety of forms. “Entertainment” , which combines food with various
kinds of entertainment is new.
Some restaurants as a part of a larger enterprise, such department store or mall.
Their success depends on the success of the larger unit.
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38. Review Questions:
1. How do dining market and the eating market differ?
2. What are the restaurants included in the dining market
and the eating market?
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39. Activity:
1. Form a group, choose among the following restaurants you will visit:
a. Theme restaurant
b. Celebrity restaurant
c. Ethnic restaurant
2. Make an observation on the following:
a. Ambiance e. Menu Design & Layout
b. Lay out design f. Menu Pricing
c. No. of staff g. Food portion
d. Uniform of staff
3. Document your visit with photos and observation on a short bond paper
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