ÔN tập tốt NGHIỆP GIỚI THIỆU NGHIỆP vụ NHÀ HÀNG

TRƯỜNG ĐẠI HỌC DUY TÂN CHUYÊN NGÀNH DU LỊCH ÔN TẬP TỐT NGHIỆP GIỚI THIỆU NGHIỆP VỤ NHÀ HÀNG PSU-HOS361 CHAPTER : INTRODUCTION TO RESTAURANT AND FOODSERVICE BUSINESS What is the restaurant ?  Restaurant is a commercial establishment where meals are prepared and served to customers Commercial  Chủ yếu lợi nhuận đến từ KD dịch vụ thức ăn  Traditional restaurants, hotel facilities, casinos, taverns   Eating market For the biological need The place where customers can get food & beverages for considerable price or value, not expec the excellent service Non-commercial  Lợi nhuận không từ dịch vụ thức ăn  Office buildings, healthcare facilites, school/coleges   Dining market For the social needs The place where customers can make experience, comfort & service according to their needs, expect more individual care Ancient world Greece  The wealthy  Banquets Roman empire  Triclinium  Again: meal just the starting point History        1700 B.C Taverns 512 B.C Ancient Egypt public dining place 70 A.D Herculaneum, Rome 1200 London cooking house 1550 Constantinople café 1650 Oxford cofee house “ the forerunner of restaurant” Became popular in Colonial America Middle Ages ( Thời kì Trung Cổ ) • • • • • Tables has linen ( vải lanh ) Salt had huge value TK 14 : Nhứng sách nấu ăn TK 18 : Nhà hàng “RESTORATIVES” nguồn gốc thuật ngữ “RESTAURANT” Nhà hàng mở vào năm 1765 Monsieur Boulanger ( who served sheep’sheet in white sauce ) • Ma Yu Ching’s Bucket Chicken House, since 1153 (China) -> Là nhà hàng lâu đời Châu Á • Ở Mỹ:  1848-1900 : New York City  1919: 42,600 restaurants in America  Kentucky Fried Chicken, “Colonel” Harland Sanders  Mc Donald’s, Ray Kroc  1960s-1970s  Emergence of chains • Reasons for going into the restaurant business: • • • • • • • • • Money Potential for buyout Place to socialize Changing work environment Challenge Habit Fun lifestyle Too much time on your hands Opportunity to express yourself List some challenges of restaurant operation: • • • • Restaurant operators & staff must Starting a restaurant involves high risk Results of Dr.Parsa’s study Many fail due to family problems Advantages & Disadvantages of buying, building, managing & franchising restaurants Original Investmen t Needed Experience Needed Potential Personal Stress Psychological Cost of Failure Financial Risk Potential Reward Buy Build Franchise(A) Ex: Subway Franchise(B) Ex: Applete's Manager medium high high high high high highest low to medium high high highest highest low medium medium medium high medium to high high high high high high high more medium to high medium medium none medium CHAPTER 2: KINDS AND CHARACTERISTICS OF RESTAURANTS & THEIR OWNERS Kind and characteristics of restaurants Chain or Independent and Franchised Advantages Disadvantage s Chain -Recognition in the marketplace -Greater advertising clout Sophisticated systems development -Discounted purchasing Franchised -A well established name -Financing -Training and support Independent -Easy to open -Can “do their own thing” in terms of concept development, menus, decor, and so on -Menu & it’s price control -Set up fees, Franchise Fees, Profit sharing percentage -Inventory Regulations -Getting less or no control over item recipe defined -High employee turnover rate -Price sensitive -Franchise Costs -Full responsibility -Time to Gain Business Potential Resale Difficulties Forms and levels of service +Table service A la carte Prix fire Table d’hole +Buffet- pay one price for all food you can eat +Banquet ( phục vụ tiệc ) +Cafeteria- pay individual prices for each food you choose that some choices in the line +Famiy-Style ( phục vụ đĩa thức ăn lớn (platter) ) +Room Service +Counter Service (khách ngồi phục vụ quầy ) +Quick Counter Service (khách đứng, mang thức ăn đến bàn) +Carhop/Curb Service (bữa ăn xe) +Take-out Service +Drive-through Service +Delivery Service +Teppanyaki ( nướng chỗ ) Quick service ( fast food ) : sandwich, beverage, snack, pizza, chicken, fish 1870’s: THE PLATE HOUSE (served a quick lunch in about 10’)  Sandwich shops  Simple to open and operate  Little or no cooking required  Limited kitchen equipment needed Quick Casual Restaurants Family Restaurants Casual Restaurants • Xu hướng kinh doanh:  Eatertainment  Specialty  Ethnic Fining-dining restaurants Steakhouse Seafood restaurants Ethnic restaurants 10 Theme restaurants 11 Coffee shops 12 Chef-Owned restaurants 13 Women Chefs as Restaurant Owners 14 Centralized Home Delivery Restaurants Types Characterictics Sandwich shops -Many precook or partially cook food (Nhiều thức ăn nấu sẵn nấu phần) -Goal is to serve maximum number of customers in a minimum amount of time(Mục tiêu phục vụ số lượng khách hàng tối đa khoảng thời gian tối thiểu) -Food is paid for before service(Thực phẩm toán trước phục vụ) -Limited menus(Thực đơn giới hạn) -Counter service(Dịch vụ truy cập) -Many brands, mosty franchises(Nhiều thương hiệu, nhượng quyền thương hiệu) -Delivery (Dịch vụ giao hàng) -Hourly sales reports/ daily inventory(Báo cáo doanh số hàng / hàng tồn kho hàng ngày) Quick Casual Restaurants (Nhà hàng phục vụ thức ăn nhanh bình dân) -Use of high-quality ingredients(Sử dụng nguyên liệu chất lượng cao) -Fresh made to order menu items(Tươi để đặt hàng mục menu) -Healthy options(Lựa chọn lành mạnh) -Limited or self-serving formats(Mơ hình hạn chế tự phục vụ) -Upscale décor(Trang trí cao cấp) -Carry outmeals(Mang về) -Inclusion of bakery-cafes(Bao gồm tiệm bánh-cafe) Family Restaurants -Grew out of coffee shop-style restaurant (Phát triển từ quán cà phê kiểu nhà hàng) -Frequently located within easy reach of suburbs (Thường xuyên nằm phạm vi dễ dàng vùng ngoại ô) -Informal +Simple menu +Service designed to appeal to families - Some offer wine and beer - Table service, In and Out - Simple menus, prepared to order - meals, 24 Hours - Portioning, reduced waste( Phân chia, giảm chất thải) - Menus have photos of food( menu có hình ảnh thức ăn) - Meal periods ? Check Average ? Casual Restaurants Fits societal trend of a relaxed life style Signatured food items Creative bar menus or enhance wine service Comfortable, homey décor Fine-Dining Restaurants Expensive & leisurely (Average check of $60 or more) Very low table turnover (Can be less than 100 seats) (Rent can be high) (Proprietor or partner-owner) Steakhouses Limited menu caters to a well-identified market Service rangers from walk-up to high-end High food costs (=50%) Low labor costs (=12%) Majority of customers are men Seafood Restaurants Many are independently operated Red Lobster is the largest chain (Bill Darden)(682 restaurants) Farm-bred fish Ethic Restaurants Mexican Italian Chinese -Menu is often built around tortillas, ground beef, cilantro, chilies, rice, and beans -Relatively inexpensive -Labor costs are also low -Menus, décor, and music are often colorful and exciting -Menus may include tasty seafood items and spicy sauces -Hold largest number of U.S ethnic restaurants -Offer an array of opportunities -Owe their origins largely to poor immigrants from southern Italy -Pizza is native to Naples -Many American soldiers, during World War II, learned to enjoy it -Chain operators are spreading the pasta concept (e.g., Olive Garden) -Small percentage of restaurants in America -Historically owned by hardworking, ethnically Chinese families -Cooking revolves around the wok -China is divided into culinary districts: -Szechuan, Hunan, Cantonese, and the northern style centered in Beijing Theme Restaurants -Built around emphasizing fun and fantasy -Glamorize sports, travel, or eras in time -Celebrities are central to many -Comparatively short life cycle -Do well outside major tourist attractions -Locals tire of hype when food is poor -Most profits come from merchandise -Costs are high -Capital costs and operations Coffee shops -Originally created based on Italian bars -Modified to include wider variety of beverages -Meet the tastes of consumers -Chain or independent -Requirements: Good name and location, permits, coffee and espresso machine, limited kitchen equipment, tables, chairs, and some decorations Chef-Owned Restaurants -Part of American tradition of family restaurants -Papa is the chef and mama is the hostess -Publicity is key in gaining attention -One of the best-known husband-and-wife culinary teams is Wolfgang Puck and Barbara Lazaroff -Chef-owner should have a good backup person -Share in management, food preparation, and marketing -Husband-and-wife teams are subject to divorce Women Chefs as Restaurant Owners -Characteristics: -Numerous examples -Typical restaurant manager of the future may be a woman -Those with stamina and ambition may be better suited than men with similar backgrounds -It is agreed that female restaurant owners are more concerned with details, sanitation, and appearance -Female restaurant owners are more likely to be sensitive and empathetic toward customers Centralized Home -Reduce costs of order-taking, food preparation, and accounting Delivery Restaurants -Marketing costs may not decrease -Home delivery centers verify and process credit card information -Computers used to perform accounting -Can be done at any location connected to the Internet, locally or internationally CHAPTER CONCEPT, LOCATION, AND DESIGN CONCEPT What is a concept? • The matrix of ideas that constitute what will be perceived as the restaurant’s image Requirements Should fit a definite target market Distinguishes the establishment as D&B, different & better, than the competition • May be necessary to modify as competition arises • Best concepts are offen the result of learning from mistakes • • Concepts include… Public relations Advertising Promotions Building • • • • • • Curbside appeal Décor Menu Staff Music Style of operation Concepts: Clear Cut or Ambiguous?( Rõ ràng hay mơ hồ ) Many restaurants lack clear cut concepts because  There is no integration of the atmospherics  Everything should fit together:  Signs  Uniforms  Menus  Décor • A concept is strengthened if it establishes an identity • Protecting a Restaurant’s Name Lawsuits happen! Trademark regulations protect the use of a name If another party uses your name you should take action Loss of the right to a name means changing signs, menus, promotional material, etc • It also means the loss of power that has been built into the name by the superior operator • • • • Defining the concept & market • Selecting a concept Define it precisely in the context of which markets will find it appealing  Market may constitute only a small percentage of the total population in an area • There must be a market gap or need for the idea  Concept Adaptation Most concepts that have not been tested need some adaptation to the particular market (hầu hết nội dung không thử nghiệm cần vài thích ứng với thị trường cụ thể ) • Concept development always has been important in the restaurant industry, but it is becoming more so now that dining districts are developing in almost every community • Different menus and prices attract different markets • Changing/Modifying a Concept ( Thay đổi/ Sửa đổi ) Many highly successful concepts that have worked well for years gradually turn sour (nhiều nộp dung thành công hoạt động tốt nhiều năm trở nên chua chát )  The customer base and the demographics change ( khách hàng sở nhân học thay đổi )  Morale and personal service may decline (Tinh thần dịch vụ cá nhân suy giảm) • Copy & improve  There is no such thing as a completely new restaurant concept— only modifications, changes, new combinations, changes in design, layout, menu, and service (Khơng có thứ gọi nội dung hoàn toàn mới, sửa đổi, thay đổi, kết hợp mới, thay đổi thiết kế, bố cục, menu dịch vụ.) • Restaurant Symbology ( Biểu tượng ) • Includes the logo, the line drawings, the linen napkins ( khăn ăn vải lanh ) & the service uniforms ( đồng phục dịch vụ ) This all helps to create the atmosphere When a Concept Fails ( Những thất bại ) The concept can be changed to fit the market ( Nội dung thay đổi để phù hợp với thị trường ) • Name, decor, and menu can be changed • The Multiple-Concept Chain ( Chuỗi đa nội dung ) Multiple-concept restaurant chains can have five or more restaurants in the same block, each competing with the others, each acquiring a part of the restaurant market (Chuỗi đa nội dung có nhiều nhà hàng khối, nhà hàng cạnh tranh với nhau, bên mua phần thị trường nhà hàng ) • Customers not like feeling like they are eating in the same restaurant all over the area, so the restaurants are varied somewhat and carry different names ( Khách hàng không thích cảm giác ăn nhà hàng khắp nơi, đa dạng vài thứ mang tên khác nhau) • The largest of all restaurant companies, Tricon Global Restaurants, Inc., has three concept: KFC, Taco Bell, and Pizza Hut They stand alone, twin or even triple concepts • Sequence of restaurant development ( Trình tự phát triển ) Business marketing initiated ( Sáng kiến tiếp thị kinh doanh ) Layout and equipment planned ( Kế hoạch bố trí trang thiết bị ) Menu determined ( Xác định menu ) First architectural sketches made ( Bản phác thảo kiến trúc ) Licensing and approvals sought ( Cấp phép phê duyệt ) Financing arranged ( Sắp xếp tài ) Working blueprints developed (Phát triển thiết kế công việc) Contracts for bidding (Hợp đồng đấu thầu ) Contractor selected ( Lựa chọn nhà thầu ) Construction or remodeling begun ( Bắt đầu xây dựng tu sửa ) Furnishing and equipment ordered ( Đặt hàng nội thất trang thiết bị ) Key personnel hired ( Thuê nhân viên củ chốt ) Hourly employees selected and trained (lựa chọn đào tạo nhân viên theo ) • Restaurant opened ( Khai trương ) • • • • • • • • • • • • • Planning Services • • • • • • • • Basic floor plan ( Mặt ) Equipment schedule ( Lịch trình thiết bị ) Electrical requirements ( Điện ) Plumbing requirements ( Hệ thống nước ) Equipment (Thiết bị ) Equipment elevations ( Thang máy ) Refrigeration requirements ( Điện lạnh ) Exhaust and in-take requirements ( Dẫn ) Common Denominators • Human needs met by the restaurant • • • • • • • Menu prices Degree of service offered ( Mức độ dịch vụ cung cấp ) Space provided for each customer ( Không gian cung cấp cho khách hàng ) Rate of seat turnover ( Vòng xoay chỗ ngồi ) Advertising & promotions expenditures ( CP quảng cáo khuyến ) Productivity per employee ( suất nhân viên ) Labor and food cost Location Criteria (Tiêu chí chọn địa điểm ) • • • • • • • • Demographics of the area: age, occupation(nghề nghiệp), religion, nationality, race(chủng tộc), family size, educational level, average income of individuals and families Visibility from a major highway ( Dễ nhìn thấy ) Accessibility from a major highway ( Khả tiếp cận ) Number of potential customers passing by the restaurant( Khách hàng tiềm ) Distance from the potential market (Khoảng cách từ thị trường tiềm ) Desirability of surroundings (Mong muốn môi trường xung quanh ) Some restaurants create their own location Sources of location information: chamber of commerce(sở thương mại), banks, town or city planner(qui hoạch TP), other restaurant owners, etc Some Additions to Consider • • • • • • • Minimum population needed ( Danh sách tối thiểu ) Downtown versus suburban ( Khu trung tâm so với ngoại thành ) Average Travel Time to Reach Restaurants ( Thời gian di chuyển trung bình ) Matching Location with Concept Takeover Locations ( Tiếp nhận địa điểm ) Restaurant topographical surveys ( Khảo sát dạng địa hình ) Cost of the Location CHAPTER 4: THE MENU Factors to consider when planning a menu Availability Design & layout Menu items Types of menu Accuracy Contribution margin Nutrional value Price / price strategy Capability consistency Capability/ Consistency ( Khả năng/Tính quán ) ... thương hiệu) -Delivery (Dịch vụ giao hàng) -Hourly sales reports/ daily inventory(Báo cáo doanh số hàng / hàng tồn kho hàng ngày) Quick Casual Restaurants (Nhà hàng phục vụ thức ăn nhanh bình dân)... a part of the restaurant market (Chuỗi đa nội dung có nhiều nhà hàng khối, nhà hàng cạnh tranh với nhau, bên mua phần thị trường nhà hàng ) • Customers not like feeling like they are eating in... tiêu phục vụ số lượng khách hàng tối đa khoảng thời gian tối thiểu) -Food is paid for before service(Thực phẩm toán trước phục vụ) -Limited menus(Thực đơn giới hạn) -Counter service(Dịch vụ truy