[eBook Code] The Food and Beverage Magazine Guide to Restaurant Success (eBook Code, 1st)

Introduction: Why You Need This Book xi

The Most Important Thing to Remember

My Start as an Entrepreneur

Restaurateur as Entrepreneura

Reality Check for Your Dreams

1 Recipe for Success 1

Soul Searching: Is Food and Beverage Part of Your DNA?

Like an Onion: Cut Through the Layers

Facing the Critics, Doubters, and Naysayers

Only You Can Make Your Dreams Come True

Opening a Restaurant Makes Me Warm and Fuzzy

The One Ingredient to Use Sparingly—Ego

But My Mom Likes My Recipe

How Do I Become a Great Chef or Restaurateur Above the Others?

I Need a Shoulder to Cry On

Show Me the Money

Money is Great, but the Value of Other Things is Bigger and Better

Can You Change With the Times?

Are You Ready to Begin?

2 Taking Those First Steps 19

Cuisine: What Do You Want to Feed Your Customers?

What Do You Need Before Looking for the Right Location?

Just Because It is Open Doesn’t Mean Customers Will Come

Finding a Restaurant Location is Like Finding Your Home

Do Not Sign Anything Yet

Now the List is Getting Shorter

Competition—What They Are Doing Right and Wrong

That Costs Extra?

What About Investors?

What About Borrowing Money?

I Am Ready to Sign My Name ...

Final Thought

3 Red Tape 41

See Your Name . . . on Many Legal Docs

The Health Department is Your Friend

The Final Decision—Location—Is Approaching

Ready for a Drink?

Protection Equals Insurance

Music Can Add to Appetites and Legal Problems

What’s Your Sign?

Selling Merch and Offering Entertainment

This is a Special Time

4 The Dream Becomes Reality 53

Put a Signature on It

I Now Pronounce You Restaurant and Restaurateur

Pleasing to the Eye and Appetite

Beauty is in the Eye of the Beholder and License Holder

A Menu is More Than a List

Tempt the Appetite with the Menu

Dress to Tempt Those Taste Buds

How to Take an Order

Everyone Has an Opinion

Walking Through the Fire

See Your Vision

5 Your Restaurant is a Stage 73

Now Create That Vision as a Reality

The Auditions

Training Your Staff

Delete the Word “Versus”!

Why Would Anyone Want to Leave Me?

In the End

6 The Main Course 89

This is Not a Trip to the Grocery Store

Living Off the Land

A Well-Stocked Pantry

Good Flavor Can Be Worth the Extra Expense

Be Consistent with Every Dish Every Time

Never Leave Your Shelves Empty

Time to Start Rehearsing

How Much is Too Much?

Use One Meal to Market the Next Meal

Pour Me Another One

Dress Rehearsal

7 Learn From Reviews and Opinions 107

The “F” Word

Don’t Take It Personally

Make a Note of What Customers Like

Embracing 1- to 5-Star Ratings

The Power of Turning a Negative Around

There Are Times You Should Ask for Help

Only Good Things to Say

Don’t Believe the Hype

The Chef Who Set the Bar on Class

Time for You to Shine

8 Getting the Word Out that You’re Open for Business 117

The Big Reveal: Who Should You Invite to Your Restaurant?

Putting Your Restaurant’s Name Out There through Social Media and the Media

Money Can Buy You Love for Your Restaurant

Mention My Restaurant’s Name, Please

Answering the Final Question

9 So You Have $25,000 to Spend 139

The Answer is . . .

Where Should I Buy My Food?

Build It, but Will Customers Come?

Considering Other Types of Restaurants

$25,000

10 Persevering Through the Tough Times 153

Develop a Thick Skin

Are You Dreaming of Expanding?

The Space Next Door Just Opened Up

If There Are Problems, Don’t Close, Scale Down

It Really is a Roller Coaster Ride

Final Thoughts 165

Would I Like to Write a Book?

Now It is Up to You

Acknowledgments 169

About the Author 173

Index 175