Food & Beverage

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Food Cost CASE STUDY

The hotel restaurant in a city property is in the process of developing
new menus. The chef is excellent at creating exciting culinary options.
However, the pricing of the menu items needs to be analyzed. The property
owner will not allow a food cost in excess of 25%. Determine the minimum
menu price for each item.
Cost of
Menu Item Ingredients Minimum Menu Price
Stuffed Quail Eggs $5.13
Tomato Balsamic Salad $1.02
Pecan Crusted Trout $6.78
Vegetable Medley $ .83
Individual Sourdough Baguette $ .98
Chocolate Torte $2.21

Marketing: Keep It In The Neighborhood

Imagine a circle around your restaurant with a
radius of three miles. Now, imagine that everyone
outside that ring disappears. You would hardly
notice the effect on your business!
Our research shows that nearly 80% of restaurant
sales – whether a one-store independent or a
member of a major chain – come from within the
three-mile radius that represents your
neighborhood. Are you directing 80% of your
marketing efforts toward that critical area? Or
even 50%?
The mass marketing myth that the more people
you reach, the more business you will attract just

Get Flexible,Get Cozy,Get Wealthy!

Get Flexible,Get Cozy,Get Wealthy!

Guests are no longer willing to sit in dining rooms
that are less than half full and too deadly quiet.
(Ever notice how everyone ends up in the kitchen
at parties?) Please your guests with guaranteed
cozy dining and your sales will grow as a result.
Take charge
You cannot control the number of guests who
arrive but you can control how full the room looks
and how cozy the guests feel. It takes the
willingness to re-organize your seating, the
wisdom to change service policies and the ability

Pre-shift Sales Briefing

In most, if not all full service operations, one area
of opportunity to build volume lies in increasing
sales through improved selling skills at the table.
There are virtually hundreds of tactical ideas to
assist the waiter or waitress in selling more. But to
really make a difference, today's operator must
focus on selling strategies that unfold within the
restaurant's four walls, from the time that a guest
crosses the threshold until leaving the building.
A realistic goal is to improve communication

Build Sales Through Environmental Enhancement

Build Sales Through Environmental Enhancement

Did you ever think that the position of your
entrance, cash register or range could impact on
your sales? Surprising as it may sound, the layout
of your operation may position you for profound
success or endless struggle.
How does it work?
What we call environmental enhancement derives
from the ancient Chinese art of object placement.
Over 3000 years ago, the Chinese discovered
how your working environment acts as a mirror of
yourself and your life’s circumstances.

Food and Beverage Director

The food and beverage director is responsible for the efficient operation of the kitchen,
dining rooms, banquet service, room service, and lounge. This includes managing a mul-
titude of details with the supervisors of these outlets. Such details include food quality,
sanitation, inventory, cost control, training, room setup, cash control, and guest service,
to name a few. The food and beverage director keeps a keen eye on new trends in food
and beverage merchandising, cost-control factors in food and beverage preparation, and

Start A Late Night Menu

What kind of business are you doing late in the
evening? If you are like most operators, the
answer is probably, “Not much.” How about
developing a late night meal segment to turn
those wasted hours into increased volume?
A successful example of developing the late night
trade comes from my current-favorite-restauranton-
the-planet, Sunset Grill in Nashville,
Tennessee. The owner, Randy Rayburn, has
implemented a late night menu that has come to
exceed lunch as a source of revenue. Best of all,
he has accomplished this without expending a

Back-of-the-house in restaurants

‘Back-of-house’ or ‘back-of-the-house’ is a rather
archaic term, having survived over the centuries.
It was first used in the Middle Ages in England to
describe the area of an inn where food was
prepared, which was normally located outside
and to the rear, and therefore was called the back
of house area. Its modern interpretation is similar,
as it is commonly used to describe the areas of a
restaurant, which are normally off-limits to the
guests, e.g. the kitchen. The term also applies to
hotels where the areas include the laundry and

CHANGE YOUR MENU TO SPARK CUSTOMER TRAFFIC

New menu products offer the greatest potential for
restaurant traffic increases. But changing the
menu must be handled properly if operators are to
realize that full potential for expanding sales and
profit.
For example, the dining public in Florida is older,
better-educated, more nutrition-conscious and
more drawn to convenience than in the past.
These shifts create promising areas for light or
nutritious foods, regional taste experiences, foods
not easily prepared at home and take-out/
delivered foods. Each can offer an advantage to

"WOW" YOUR SALES: THE ZORK INTERVIEW

Have you ever heard of a ZORK? Probably not. A
ZORK costs $250,000 and looks a lot like a
ball-point pen. It is your job to sell it to a group of
executives from the largest companies in the
world.
Does that sound like a tough sell? Perhaps, but if
you apply for a job on the service staff at Old San
Francisco, be prepared to convince my managers
that the ZORK is an invaluable asset, worth every
penny.
The reason? If you can generate enough
enthusiasm to sell a ZORK for $250,000, we are
confident you will easily make the sale on a $20