Introduction to management in the hospitality industry

PART ONE: PERSPECTIVES ON CAREERS IN HOSPITALITY 1

CHAPTER 1 THE HOSPITALITY INDUSTRY AND YOU 2

 

What Is Hospitality Management? 4

 

Case History 1.1: A Former Student’s Unexpected Change 5

 

The Manager’s Role in the Hospitality Industry 5

 

Why Study in a Hospitality Management Program? 7

 

Employment Opportunities

 

Planning a Career 10

 

The Meaning of Work

 

Employment as an Important Part of Your Education 12

 

Profiting from Work Experience ■ Learning Strategies for Work Experience

 

Getting a Job 16

 

Getting in the Door ■ Learning on the Job ■ Other Ways of Profiting from a Job

 

Industry Practice Note 1.1: An Employer’s View of Job Placement-Hyatt 18

 

Employment at Graduation 20

 

Global Hospitality Note 1.1: Career Opportunities Overseas 21

 

Goals and Objectives: The Strategy of Job Placement 22

 

The Outlook for Hospitality 25

 

The Effects of September 11,2001 ■ Polarization in Hospitality Service

 

Organizations ■ Accelerating Competition ■ Service Is the Difference ■ Value Consciousness ■ Technology ■ Empowerment ■ Diversity ■ Concern with Security ■ Concern with Food Safety and Sanitation ■ Sustainability

 

Industry Practice Note 1.2: Leading the Charge in Going

 

Green-Orchard Hotels 30

Summary 33

 

Key Words and Concepts 33

 

Review Questions 33

 

Internet Exercises 34

 

Notes 35

 

CHAPTER 2 FORCES AFFECTING GROWTH AND CHANGE IN

 

THE HOSPITALITY INDUSTRY 36

 

Managing Change 38

 

Demand 38

 

The Changing Age Composition of Our Population

 

Industry Practice Note 2.1: Demographics in Practice 41

 

Diversity and Cultural Change

 

Global Hospitality Note 2.1: As North America Ages, Some

 

Parts of the World Are Getting Younger 45

 

Industry Practice Note 2.2: Advocacy for the Advancement

 

of Women in Food Service 49

 

Industry Practice Note 2.3: Is the Middle Class Shrinking? 52

 

Supply 54

 

Land and Its Produce ■ Labor

 

Workforce Diversity 58

 

The Impact of Labor Scarcity 59

 

Summary 60

 

Key Words and Concepts 61

 

Review Questions 62

 

Internet Exercises 62

 

Notes 64

PART TWO: FOOD SERVICE 65

CHAPTER 3 THE RESTAURANT BUSINESS 66

 

The Varied Field of Food Service 68

 

The Outlook for Food Service

The Restaurant Business 72

 

The Dining Market and the Eating Market 73

 

Dining Well ■ The Eating Market and Its Dynamics

 

Contemporary Popular-Priced Restaurants 80

 

Quick-Service Restaurants

 

Industry Practice Note 3.1: Subway and Enterpreneurship 84

 

Fast-Casual Restaurants ■ Midscale Restaurants ■ Casual Restaurants

 

Case History 3.1: Quark’s Restaurant Serves Earthlings Too 98

 

High-Check-Average Restaurants

 

Global Hospitality Note 3.1: Culinary Preparation 100

 

Restaurants as Part of a Larger Business 100

 

Restaurants in Retail Stores ■ Restaurants in Shopping Malls

 

Summary 102

 

Key Words and Concepts 103

 

Review Questions 103

 

Internet Exercises 104

 

Notes 105

 

CHAPTER 4 RESTAURANT OPERATIONS 106

 

Restaurant Operations 108

 

The Front of the House ■ The Back of the House

 

Industry Practice Note 4.1: Research Chefs Association 116

 

The “Office” ■ General Management

 

Making a Profit in Food Service Operations 121

 

Increasing Sales ■ Reducing Costs

 

Keeping the Score in Operations: Accounting Statements and Operating Ratios 124

 

Cost of Sales ■ Controllable Expenses ■ Capital Costs

 

Life in the Restaurant Business 128

 

Salary Levels

 

Summary 129

 

Key Words and Concepts 129

 

Review Questions 130

 

Internet Exercises 130

 

Notes 131

CHAPTER 5 RESTAURANT INDUSTRY ORGANIZATION: CHAIN, INDEPENDENT,

 

OR FRANCHISE? 132

 

Chain Restaurant Systems 134

 

Marketing and Brand Recognition ■ Site Selection Expertise ■ Access to Capital ■ Purchasing Economies ■ Control and Information Systems ■ New Product Development ■ Human Resource Program Development ■ Chains' Market Share

 

Independent Restaurants 142

 

Operating Advantages ■ Marketing and Brand Recognition ■ Site Selection ■ Access to Capital

 

Industry Practice Note 5.1: Working with the SBA 145

 

Industry Practice Note 5.2: Why Go Public? 146

 

Purchasing Economies ■ Control and Information Systems ■ Human Resources ■ The Independent’s Extra: Flexibility ■ The Independent’s Imperative: Differentiation ■ Between Independent and Chain

 

Franchised Restaurants 151

 

The New Franchisee ■ Continuing Franchise Services

 

Industry Practice Note 5.3: Interested in Becoming a Franchisee? 155

 

The Franchisee’s View ■ The Franchisor’s View Industry Practice Note 5.4: Rosenberg International

 

Center of Franchising 161

 

Franchisor-Franchisee Relations ■ Franchising: A Middle Way

 

Summary 163

 

Key Words and Concepts 163

 

Review Questions 164

 

Internet Exercises 164

 

Notes 166

 

CHAPTER 6 COMPETITIVE FORCES IN FOOD SERVICE 168

 

Competitive Conditions in Food Service 169

 

The Marketing Mix 172

 

Product

 

Case History 6.1: Finding the Proper Marketing Mix-Shakey’s Pizza 173

 

Price ■ Place-and Places ■ Promotion

 

Industry Practice Note 6.1: The Wealthiest Consumers 183