Aesca entrepreneurship ppt

© Copyright Auguste Escoffier School of Culinary Arts

EntrepreneurshipIn The Culinary Industry

Day One – Building Blocks


Introduction to EntrepreneurshipThree Types of BusinessChoosing “Our” Model Locavore BusinessFinancing OptionsComponents of a Business PlanDemographicsSWOT AnalysisBusiness NeedsThe Entrepreneur’s Business Function/ Philosophy

Definition of Entrepreneurship


Culinary Entrepreneurship

The capacity and willingness to undertake conception, organization, and management of a productive venture;

with all attendant risks, and while seeking profitand a triple bottom line as a reward.

In the world of culinary entrepreneurship there are many different avenues to choose from. The three major categories are:

Day One

Definition of Entrepreneurship


RestaurantFull service, quick service, franchise, independent

Product

Service

Packaged items to sell wholesaleand retail

Catering, personal chef, food trucksand pop-up restaurants

Day One

The Entrepreneur’s Mantra


“I have initiative and insight and guts, but not much money.

I will succeed because my efforts and my focus defeat bigger and better funded competitors.

I am fearless and keep my focus on growing the business – not on politics, career advancement

or other wasteful distractions.”

-- Seth Godin, Bootstrapper’s Bible

Day One

The Entrepreneur’s Mantra


““Success is characterized by four features;happiness, achievement, significance and legacy.”

‑- Howard Stevenson

They are often competing characteristics, but when you think of long-term success, it requires an element of all of these things.

You might be a high achiever and make loads of money at your company, but because it’s all about you

and not about how your work is affecting others, you will not leave a legacy.

‑- USA Weekend

Day One

Basic Questions


Once the entrepreneur has the concept in mind, basic questions will need to be answered:

How will it be financed?

SBA LoanBusiness Bank LoanPrivate InvestorsSilent PartnershipsActive PartnershipsSelf Finance

Day One – Financing Options

Basic Questions


Do I have a sound business plan?The “roadmap” to a business, one can’t start without it!

One Line Description of the CompanyFinancial Projections - Income, Expense, CapitalRisk Mitigating MilestonesMarket AnalysisWhy You Are Uniquely Qualified to SucceedOrganization and ManagementMarketing and Sales PlanAppendix - Resumes, Licenses, Permits, etc.

Components of a Business Plan:

Day One – Business Plan

Basic Questions


What are the demographics?

Population of immediate surroundingsPopulation of bedroom communitiesVicinity of bedroom communitiesAverage household incomePercentage of working adults vs. retired adultsPercentage of adults to childrenPercentage of earned college degrees and beyondNumber of other like businesses in a five mile radius

Day One - Demographics

Basic Questions


What are the physical needs, capital needs?

Buy Out, Startup or LeaseBuy Real Property?FF and E (The equipment that is used to produce the

product of the business: Furniture, Fixtures, Equipment)Square Footage Needs

Day One – Physical and Capital Needs

Basic Questions


What is the SWOT of my Business?

Strengths WeaknessesOpportunitiesThreats

Day One – SWOT Analysis

Basic Questions


Will I have access to product? Food and beverage vendors,

with product that fits into my concept, who would deliver

Pool of talent within the local demographicsFitting a healthy wage scale into budgetInternet, newspaper, job fairs, open house,

word of mouth, lateral hiring

Can I obtain a good staff?

Day One

Basic Questions


What licenses and permits will I need?

Company RegistrationState Identification Filing, Fictitious Name Statement FEIN Number State and City Sellers PermitLocal Health Permit (County)Payroll Tax Number (EDD) Liquor LicenseSignage Permit (if applicable)Other Needs: workman’s compensation, liability insurance, vendor credit, IT license, etc.

Day One – Licenses and Permits

Basic Questions


What will my business entity be?

Sole ProprietorshipsA sole proprietorship is a business owned by one person for profit. The owner may operate the business alone or may employ others. The owner of the business has unlimited liability for the debts incurred by the business.

PartnershipsA partnership is a business owned by two or more people. In most forms of partnerships, each partner has unlimited liability for the debts incurred by the business. The three typical classifications of for-profit partnerships are general partnerships, limited, and limited liability partnerships.

Day One – Business Entity Options

Basic Questions


Cooperative CompanyOften referred to as a "co-op,” a cooperative is a limited liability business that can organize for-profit or not-for-profit. A cooperative differs from a for-profit corporation in that it has members, as opposed to shareholders, who share decision-making authority. Cooperatives are typically classified as either consumer cooperatives or worker cooperatives. Cooperatives are fundamental to the ideology of economic democracy.


Basic Questions


CorporationsA corporation is a limited liability business that has a separate legal personality from its members. Corporations can be either government-owned or privately owned, and corporations can organize either for-profit or not-for-profit. A privately owned, for-profit corporation is owned by shareholders who elect a board of directors to direct the corporation and hire its managerial staff. A privately owned, for-profit corporation can be either privately held or publicly held.


Basic Questions


Limited Liability Companies (LLC)A Limited Liability Company (LLC) is a business structure allowed by state statute. LLCs are popular because, similar to a corporation, owners have limited personal liability for the debts and actions of the LLC. Other features of LLCs are more like a partnership, providing management flexibility and the benefit of pass-through taxation.Owners of an LLC are called members. Since most states do not restrict ownership, members may include individuals, corporations, other LLCs and foreign entities. There is no maximum number of members. Most states also permit “single member” LLCs, those having only one owner.


Basic Questions


What function(s) will I serve for the business?

Accounting/ PayrollFloor ManagementHRBOHPurchasingReceivingDevelopmentDesignMarketing and PromotionsSpecial Event Coordinator

Day One – The Entrepreneurs Role(s)

Business Philosophy


A mission statement should guide the actions of the organization,

spell out its overall goal, provide a path,

and guide decision-making.

It provides the framework or context within which the company’s strategies

are formulated.

-- Jim Collins, Good to Great

Day One – Definition of a Mission Statement

Business Philosophy


How do you write a mission statement?

The Purpose - What are the needs that we exist to address? What is the “problem” we wish to solve?

The Business – What are we doing to address these needs? What are our unique solutions?

The Values – The principles or beliefs that guide our work.

Day One – Mission Statement

Business Philosophy


Examples of Corporate Mission Statements

McDonald’sTo provide the fast food customer food prepared in the same

high-quality manner world-wide that is tasty, reasonably-priced & delivered consistently in a low-key décor and friendly atmosphere.

Chili’sTo spice up everyday life!

Denny’sGreat food, great service, by great people, every time

Ruth’s Chris SteakhouseTo build a growing, profitable restaurant business in which the

highest standards of quality, value and hospitality are expressed.

Day One – Mission Statement Examples

Business Philosophy


Mission Statements of Chef-owned, Farm to Table Restaurants

The Kitchen, BoulderWe believe in the power of good food and good drink to

connect people as family, friends & a community, and The Kitchen remains committed to our mission of creating community through food.

John’s Restaurant, BoulderService is an effective soundtrack: unnoticeable by virtue of its flawlessness; unobtrusive in its presence. Taste and tastefulness unite without pretension.

Paley’s Place, Portland OregonA commitment to creativity and flexibility in cuisine, sophistication in service, and

intimacy in the dining experience


Business Philosophy



Mission Statements

New Belgium Brewery, Ft. Collins (worker owned cooperative)To operate a profitable company which is socially, ethically andenvironmentally responsible that produces high quality beer,

true to Belgian brewing styles.

Starbucks (international franchise)To inspire and nurture the human spirit –

one person, one cup and one neighborhood at a time.

The French Laundry, Napa (chef owned, fine dining)The mission of The French Laundry Restaurant is to represent the most definitive dining experience by means of incomparable cuisine, service, wine, ambiance and memories.

Business Philosophy


Philosophy is how the company achieves their mission statement.

Example:

The Triangle of Success

Keep it Simple ….And…

Live it, Breathe it, Teach it, Believe in it!

Day One – Integrated Principles

Success


GUESTS

INTERNALGUESTS $$$

SUCCESS


Success


Know your productGo over and beyond expectationsKnow your standards and exceed themAlways be proactive and organizedGive the guest the best experience of their lifetime

Guests (Your Customers)


Success


Be kindBe complete and thoroughBe a team playerBe reliableBe punctual and ready to workBe efficientBe supportiveBe respectful

Internal Guests (Your Restaurant Family)


Success


Provide the “ultimate experience” for repeat business and word of mouth advertising for new guests

Suggestive sell to maximize revenue and in turn provide the “ultimate experience”

$$$

Top Line Bottom Line Control costs by portion

control, waste control, labor control, and taking care

of products of service such as china, glassware, flatware, smallware, etc.


Success


GUESTS

INTERNALGUESTS

$$$

SUCCESS

Day One – Integrated Philosophy

…


Financial Projections


Sales Forecast

Seats / projected turns / meal periods / check (cover) average per meal period

Example #1:2000 sq. ft. / 100 seats / dinner only / $42.00 check avg. / open 7 days

January 1-1/2 turns (150) x 42 x 31 days

Projected sales $195,300.00

Example #2:1500 sq. ft. / 50 seats / breakfast & lunch / $8.50 ck breakfast / $11.00 ck lunch / open 7 days

January2 Turns (100) breakfast x 8.50x 31 days = $26,350

2 Turns (100) lunch x 11 x 31 days = $34,100 Projected sales $60,450

Of course you can breakout food vs. beverage, but this is a good starting point.

Sales Forecasting



Projected ExpensesFixed vs. Controllable

Fixed expenses are those that don’t change. Controllable are ones that fluctuate with business.

Example of Fixed:Rent (unless the triple net includes a % of sales)Management salary (unless elevated by bonus)

InsuranceLicenses / Fees / Permits

Waste ManagementPhone and Cable

Equipment LeasesContract Cleaning

Pest Control

You would budget controllable expenses on average to the industry, then you manage them to stay within those $$ amounts, only when revenues are below a breaking point does that become impossible.

Projected Expenses



Expense Forecasting Guidelines

The difference between a forecast (budget) and a P&L. - the first is what you would likethe numbers to be, the second is what they actually are.

Cost of goods - food (28%-33% depending on concept)Cost of goods wine (25-33% depending on concept)

Cost of goods liquor (17-20% depending on product mix)Cost of beer (11-20% depending on concept)

Total sales cog: (31% healthy)

Payroll, benefits and fees (max 36%)

Cost of goods and payroll should not go over 67% of your top line revenue

The bad news, national average return on restaurants is 7%. I say we shoot for at least 12%. That gives us 21% for the rest of our expenses.

Expense Forecasting Guidelines



Other Expenses

Office supplies Paper products (0.5%)Permits and licenses (fixed)PostagePrintingRent (fixed, most cases)Property tax (one-time expense)RepairsUtilitiesWaste management (fixed)

Advertising (2% gross sales)Credit card processing fees (2.75% gross sales)Cable phone entertainment (fixed)Contract cleaning (fixed) Pest control (fixed)Daily décorWorkman’s comp (1% of payroll)Insurance (fixed)JanitorialEquipment lease (fixed)Linen (1%)

Additional Expenses

Marketing Plan


A marketing plan is a plan which outlines a company’s overall marketing efforts.

The marketing plan can function from two points: strategy and tactics. “Strategic planning" is an annual process, typically covering just the year ahead.

To be most effective, the plan has to be formalized, usually in written form, as a formal “marketing plan.” The essence of the process is that it moves from the general to the specific, from the vision to the mission to the goals to the objectives of the business, then down to the individual action plans for each part of the marketing program.

It is also an interactive and ongoing process, so that the draft output of each stage is checked to see what impact it has on the earlier stages, and is amended.

Definitions

Marketing Plan


How long does my marketing plan need to be?How far out should I make a marketing plan (many restaurateurs are re-active, no pro-active…)How long should I take to write this plan?Who should see this plan?What is the relationship between my marketing plan and my business plan? What is a press release and how will it help?

At it’s best, a marketing plan as a tool is an authentic representation of you and your restaurant concept and how you wish to promote it; it is reflective of true strengths combined with a willingness to step out of your comfort zone.

Considerations

Marketing Plan


News Release / Press Release

Prefer news release to press release. Releases need to talk to more than just “press” (which implies print, and certainly traditional media).

A news release is a formal and factual announcement of a specific material event (new product, new service, new employee, merger,

acquisition, sale, opening, etc.) written in the form of a news story and disseminated to members of the media, opinion leaders (e.g., analysts,

bloggers) and typically available to the general public through news aggregation sites such as Google News. News releases should, in every case, contain new, previously unannounced information. If a company’s share are traded on a public exchange, security laws require the public disclosure of material events, whether they are positive or negative.

News Release Definition and Benefits

Marketing Plan


Examples of Pre-opening Marketing and Promotion

Hire a Publicist? Hire a Social Media firm?Website

Press ReleasesCommunity Liaisons

Exterior SignageNeighborhood “Coming Soon” Mailing (by zip)

Cross Marketing with Local BusinessesSpecial Offers

“Trade”Radio, Local Newspapers and Magazines

Social Media

Pre-opening Marketing and Promotion

Marketing Plan


Continuing Marketing

Press Releases, Free ListingsFund Raisings

Local Event SupportInternal Marketing of Events and Specials

Special OffersBanners

Telephone MarketingRadio

Cable / TelevisionSocial Media / Website Advertising

Check tray inserts with offers and/or events

Continuing Marketing

Operational Strategies


Hours / Days of OperationSteps of ServiceStaffing Needs, Pay Scale, SchedulingFunction of “Chiefs” and “Indians”Purchasing and DeliveriesEmployee “Rules” HandbookFloor Plan FOH / BOH / Service StationsHappy Hour?Presentation of Product Presentation of Product Options (Menu)Tender and Accounting OperationsService / Product Recovery PoliciesReservation PoliciesTo Go? Delivery? Pick Up?

Considerations

The Triple Bottom Line


The triple bottom line is where your passion for WHAT you do and HOW you do it can really make a difference…

Profit

PPP – the triple bottom line

People

Planet

PPP



Profit -- Not just profit for your company…Economic gains for humanity:

jobs created; small businesses started or expanded; environmentally responsible industries engaged; poverty reduced or alleviated.

People -- Not just your customers and staff…Social improvements for humanity:

people of color or low-wealth engaged; educational systems improved; racism dismantled; power shared.

Planet, not just your immediate area…Environmental stewardship:

land/water resources protected; working lands locally-owned; water quality improved; native plants and herbs propagated.

What Does the Triple Bottom Line Look Like?



Locavore! Sustainable sourcing practices…--Fresh food tastes better!--Fresh food is healthier!--Local food travels less distance, it consumes less resources in its journey to your plate.--Local food equals local jobs. More of your money stays with the local farmer and the shops that

support his/her work.--Local food is more seasonal food and eating local supports more diverse crops.--Local eating supports biodiversity which is more sustainable in the long term.--Local food chains support social connections with your community.

Local Sourcing Contributes to your Triple Bottom Line, and be a Risk Mitigating Milestone

…


Sell Your Own Product


Do I have a sound business plan?The “roadmap” to a business, one can’t start without it!

One Line Description of the CompanyFinancial Projections - Income, Expense, CapitalRisk Mitigating MilestonesMarket AnalysisWhy You Are Uniquely Qualified to SucceedOrganization and ManagementMarketing and Sales PlanAppendix - Resumes, Licenses, Permits, etc.

Components of a Business Plan:

Processes : Business Plan



So you want to sell your own product?Eleven steps to take

1. Place the Test--Believe in your product--Is there a demand for your product?

2. From the Kitchen to the Marketplace--Create the bottle, label design and logo--Get your nutritional analysis and UPC --www.rlfoodtestinglaboratory.com

3. Create Your Business PlanAs we did in our model restaurant, take the same steps for your product business

4. Acquire FinancingAgain, the options are that of the restaurant model business. One more option: www.kickstarter.com

Processes : Bringing a Product to Market

http://www.rlfoodtestinglaboratory.com/

http://www.kickstarter.com/



5. Check Your Licensing and Zoning LawsEach state has its own laws, you can access this information online.

6. Review the FDA’s Good Manufacturing Practices These rules and regulations determine the process that you must adhere to when preparing, packaging and distributing your goods: www.fda.gov/food

7. Find Your Kitchen Facility Your kitchen facility must be properly licensed to manufacture commercial goods.

8. Produce and Package Your ProductEstablish a good business relationship with a manufacturer who specializes in jars, bottles and boxes that you need for your company. Label it accordingly with ingredients and nutritional information.

These labeled packages will then need to be placed in boxes or coolers for shipment to their final destination:www.csrees.usda.gov/Extension

Processes : Steps in Bringing a Product to Market

http://www.fda.gov/food

http://www.csrees.usda.gov/Extension



What is a Nutritional Analysis?A nutritional analysis is a factual and objective assessment of the nutrition of your product. It is a scientific evaluation of a product’s ingredient content by serving size, and a breakdown of your product by proteins, carbohydrates, vitamins, minerals, etc.

These labeled packages will then need to be placed in boxes or coolers for shipment to their final destination:www.csrees.usda.gov/Extension

What is Co-Packaging?You can produce your completely manufactured product and send it to another facility to be packaged, packed and delivered back to you. This could save you time and money.

Processes – Steps in Bringing a Product to Market

http://www.csrees.usda.gov/Extension



9. Promote and Market Your ProductProduct promotion often means the difference between success or failure. Getting your product before the consumer and having it recognized is the first step to making a sale. The most used means of promotion are:

Processes – Steps in Bringing a Product to Market

Trade Show Exhibitions In-Store Demonstrations GiveawaysMailingsTestimonialsShow AwardsInternet

Trade Shows As promotional tools, trade shows should be a part of a fully integrated and well-managed campaign. They rate high on the list of important commercial vehicles. The benefits of food show participation include the following:

Meet CustomersLearn About the Competition Evaluate Product Packaging Test Product Pricing Rate Various Promotion TechniquesIdentify Important TrendsSolicit Customer ReactionMake Sales



10. Scale Your Business

Do you want your business to scale?

Are you in to create a job for yourself?... or build an “empire?”

Do you want to do it all yourself with help from family and friends?… or do you want to head up a team of employees, be your company’s CEO?

11. Distribute Your Product

We’ve created our Logo Bars…

We want them to be BIG!

How do we distribute them?

Processes : Steps in Bringing a Product to Market



There are options…

Processes : Distribution

Open Logo Bar outlets around the country. Sell Logo Bars through a mail order catalog. Sell through your website.Visit stores around the country and persuade them to carry your Logo Bars.Contact several key distributors and have them add Logo Bars to their line.

Distributors!! Now that’s the idea!

How do you get a distributor?



Ideas to Entice Distributors to Carry Your Product

Processes – Distributors

Offer relatively more money for the distributor than the competition. You can offer more perks for the distributor than the competition. You can “buy” your way into the distribution chain. You can fly the distributor out to your Hawaii sales conference to see what your company is about.You can tie your product in with other products that you or other manufacturers create.You can show the marketing campaign that supports your product.You can demonstrate genuinely strong consumer appeal.You can show that you’ve already secured other large retail contracts (if, of course, you have).



Forecast Basics of Logo Bars

15,000 packets of bars per month wholesaleWholesale selling price $2.50

8,000 packets per month retailRetail price $4.50

Cost to produce: 19% of retail per packetTotal labor: 33%Packaging: 10%

800 sq ft kitchen needed at $2 per sq ft

Processes – Forecasting

Product


Social Responsibility and Making a DifferenceProducers and Manufacturers of social and fair trade certified products chose to make their production fair and safe for all workers and farmers. And you make a difference by buying the certified products. Fair for Life Social & FairTrade Certification guarantees you that the products have been produced in a fair and sustainable way, for instance, social aspects may include: -- at all production stages workers enjoy their basic rights and are treated well-- no child labor, no forced labor, no discrimination-- safe working conditions without risk to health-- workers are paid decent wages, have reasonable working hours and have at least basic social security-- workers have freedom to organize themselves to negotiate better working conditions and address their concerns-- if your product has been produced by smallholder farmers, the farmers have a saying in their organization and get a reasonable price for their products

(content from fairforlife.net)

Considerations

Product


What is Fair Trade and Fair for Life?Fair Trade is a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade.

It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers. Fair Trade Organizations, backed by consumers, are engaged actively in supporting producers, awareness raising and in campaigning for changes in the rules and practice of conventional international trade.

How does a product become Fair Trade Certified? The standards are set by FLO- International (Fair-trade Labeling Organizations), and a certification body, FLO-CERT, and the system involves independent auditing of producers to ensure the agreed standards are met.

“Fair for life” is a brand-neutral third party certification program for social accountability and fair trade in agricultural, manufacturing and trading operations. The program complements existing fair trade certification systems. Social accountability and fair trade have become important indicators to select business partners in a global market place. Existing systems unfortunately exclude many agricultural, manufacturing and trading operations worldwide that practice social responsibility and fair trade from independent verification and certification of their performance.

This program offers operators of socially responsible projects a solution for objective inspection and certification by a highly qualified external verifier. It combines strict social and fair trade standards with adaptability to local conditions. The system is designed for both food and non food commodities (cosmetics, textiles etc.). The “For Life - Social Responsibility certified by IMO” seal guarantees that production complies at all stages with the social responsibility criteria of the Fair for Life Social & FairTrade Certification Programme

Considerations

…


Culinary Service Businesses


There is no solid answer to these questions in the culinary service business:

Where?When? Revenue?Costs?Staffing?Equipment needs?Business levels?

This makes a business plan a little more challenging.

Considerations



How do I market my catering business?

Design a Catering LogoBuild a Catering WebsiteCreate a Press ReleaseTell Everyone You KnowPrint Your Catering LogoPimp Your Catering RideGo MobileAdvertiseWork on Public Relations (PR)Look for Lucrative Partnerships

Catering



Sustainable (Green) CateringThe ultimate in a triple bottom line business

THE 3 R’s

Reduce. Eliminate waste

Reuse. Use catering items you can reuse

Recycle. Separate all designated recyclables

the FOUR R’s include Refuse. Refuse to use materials that cannot be recycled.

Catering



ReduceAsk clients to get RSVPs so you can buy the appropriate amount of food.Avoid offering wasteful “box lunches” that many caterers offer. Instead, offer large platters of sandwiches and salads and make sure the containers get reused

or recycled.Provide condiments in bulk instead of individually packaged.Use cloth napkins and table cloths or buy paper products made with recycled content.REFUSE “Styrofoam,” though it is less costly, it cannot be recycled. Some states, like Oregon, have made Styrofoam illegal. If you can’t use paper plates or reusable ones, use plastic plates with the recycling arrows and recycle them.Go organic! If organic is not available, the next best choice is local produce.

Not only will you be supporting local farmers, but less energy and fossil fuels will

be expended in transportation. Also, vegetarian options are more earth friendly than meat options and require less of the earth’s resources to produce.

Catering



ReuseUse your own plate ware and flatware or rent dishes and silverware instead of using disposables. If renting, dishes do not have to be returned clean, just scraped free of food.Compost as much as possible, from event and from prep kitchen. Rent or borrow infrequently used items like punchbowls or extra large platters. If you must use disposables, reuse or recycle them afterwards.If you are using sterno (green style)and go through only half, cover it and save it for the next catering. Recycle container.Dispose of Pre consumer food waste and post consumer food leftovers responsibly.

Catering



RecycleSegregate recycle bin from garbage bin at your commissary, be strict on their usageObtain all your disposable service items in compostable form (utensils, cups, etc.) to simplify the recycling processProperly label your receptacles to educate users and avoid confusionClearly announce your waste management plans so that diners will use it properly and gain awarenessConsider using “garbage monitors” initially to assist in the success of this regimen to ensure compliance and educate usersMake sure that those handling the waste after the event are aware of your regimen and accommodate it

Catering



Green Your MarketingPrint all promotional materials and menus on recycled paperAlways print two-sidedOpt for Internet promotions over print advertisingEntice your clients to use recycled paper for their invitations or to use Evite.com insteadSend out proposals via Internet rather than snail mail

Catering / Private Chef / Food Truck / Pop Up Restaurant



Green Your MenuHow do you answer these questions?

Can you offer a seasonal menu featuring locally grown ingredients? Do you have local suppliers you could source these ingredients from? Which ingredients can you procure locally, and how would you define “local?” Can you cater a meal using all or mostly certified organic ingredients? Which ingredients are or are you not able to procure organically? Do you have the means to confirm their certification?Will you prepare all of the items you serve? What will be frozen or purchased fresh?Are you able to provide dietary information on the menu you serve? Are you able to offer a healthier menu (e.g. lower in calories), either exclusively or as one option for an event?What types of vegetarian menus can you offer? Gluten free?Are you able to charge the prices for a green menu and still be profitable?Are the coffee, bananas, and/or chocolate you offer Fair Trade certified?

Catering / Private Chef / Food Truck / Pop Up Restaurant



Becoming a Private Chef

Private/Personal Chef

Choose a specialization, this can help in differentiationStart researching recipes and menus

Practice, practice, practiceJoin an online personal chefs network

Build a client baseAdvertise yourself

Keep track of referralsApproach new clients

Get testimonialsLicenses?



Food Trucks, a trend?

Food Trucks

Advantages (pros) over eat-in restaurants:

It can go to where the customers areIt has lower overhead than eat-in restaurants

It requires far less staffIt can be more focused, therefore have less menu items to deal with

It can provide a better COG, less wasteThe owner can set his/her own schedule

What are the cons?



Getting Your Food Truck Business Rolling

Food Trucks

Is a food truck legal in your neighborhood?Where can you do business?What licenses to you need?

Choose a business nameWrite a food truck menu

Write a business planFind financing

Equip your truckGet the word out

Create an emergency fundHave clear goals



Pop Up Restaurants

Pop Up Restaurants

Advantages (pros) over eat-in restaurants:

It can go to where the customers are.It can be more focused, therefore have less menu items to deal with.

You can test a restaurant concept.It can provide a better COG, less waste.

The owner can set his/her own schedule.It can be event and/or celebrity and/or benefit (fundraiser) focused.

Less start up capital than a bricks and mortar restaurant.

What are the cons?



What about a Pop Up Restaurant?

Pop Up Restaurants

“in which a small group of foodies including, but not limited to, chefs, restaurateurs, and creative types use underground culinary tactics along with extraordinary imagination, the element of surprise, and astonishing mobility to harass larger and less-mobile restaurants, thereby creating memorable culinary and social moments that exist briefly and disappear almost immediately.” --thepopuprestaurant.com

Pop up restaurants, like food trucks, can be an effective way for young professionals to gain exposure of their skills in the field of hospitality as they seek investors and attention pursuant to opening a restaurant or another culinary concept.

Menu Development


Cross Utilization

Day Five

Mixed Greens Salad Champagne Vinaigrette, Radish, Cucumber, Tomatoes

Salmon Pastrami Salad Grilled Peaches, Arugula, Hazelnut Rye Crumble, Cucumber Earl Grey Vinaigrette

Shrimp and Summer Vegetable Risotto Summer Squash, Leeks, Corn, Peas, Arugula

12 oz. New York Strip Short Rib, Truffled Mushroom Risotto, Roasted Vegetables, Gorgonzola Beurre Rouge

Roasted Halibut Tomato, Artichokes, Fava Beans, Arugula Gnocchi and Lemongrass-Dill Cream

12 oz. Stuffed Burger Bacon, Cheddar, Tomato Aioli, Arugula, Beer Onions, Poutine Fries

Calf's Liver Whipped Potato, Onions, Smoked Bacon, Asparagus

Menu Development


Balance and Variety in Main Course

Day Five

The “Meat-Eater” Options12 oz. New York Steak

12 oz. Burger

The “No-Frills” Diner Options12 oz. Burger

Roast Chicken Breast

Lighter PreparationsSummer Squash Puttanesca

Cashew Crusted Cod Roasted Halibut

Seafood Lover OptionsCashew Crusted Cod

Roasted Halibut Pan Seared Scallops

Vegetarian OptionsSummer Squash Puttanesca

Capellini Rustica

Menu Development


Day Five

PricingRange of prices

Salads, soups, appetizers $6-$12Main dishes: $15-$32

Comparative to Competition

Profitable to 30-32% (to the higher side considering product)

High perceived value vs. actual valueExample Cog: Puttanesca vs. Halibut

ProductLocal, Fresh, Organic, Frozen, Canned?

What are your sources?

SeasonalityWhen do your change your menu? Are you flexible to reprint?

Menu Development


Day Five

Commitment to the Triple Bottom Line(How does this restaurant size up?)

Financial ProfitConsidering that this particular restaurant has been in business for over 25 years –

the $$ must be in line.

PeopleThey cater to the public.

Rice pasta alternative for the gluten free clientele.They also offer an entire gluten free menu on request.

They have a commitment to healthy, organic food choices despite the higher cost.

The owner of this restaurant had been very charitable throughout his career. He worked with non profit organizations such as hope, project mercy and many more.

He unfortunately passed away recently but his restaurant and legacy lives on and has been nominated for the “real” awards.

Menu Development


Day Five

Planet(How do they support Mother Earth?)

Purchase LocallySupport the local farmers

Saves on transportation / less pollution

Buy OrganicNo pesticides or run off

Recycle All Products Possible Compost When Possible

Use Recycled Paper for Menus

International InvolvementNot just involved locally but internationally helping countries such as Ethiopia

be ecologically strong to stop hunger and improve their environment

Menu Development


Day Five

Layout and Presentation

Daily MenuMenu Board

Verbal or Written SpecialsVerbal, Written or Visual Dessert Menu

Table MenusBeverage Menus

Redundancy in MenusPhotos in Menus

Advertising in Menus

Menu Development


Day Five

What drives the specials you choose to feature?

You need to move product that is nearing the end of its shelf lifeYou need to drive down food costYou need to drive up check averageThere is a short window of seasonality for a product

Menu Development


Day Five

Let’s say you are the Food & Beverage Director of a hotel.

This week you have a group of 100 cowboys for the stock show staying at your hotel who will visit your bar every evening.

Next week you have a group of high-rolling lawyers who will also visit the bar every evening.

These cowboys drink Coors Lights at $2.00 per pintYour cost on that pint is 25 cents, $0.25 divided by $2.00 is a 12.5% COG

Each cowboy has a beer a night, 100 x 5 nights = 500 beers x $2.00Revenue = $1,000.00 and your COG is 12.5%

The lawyers drink Glen Fiddich Scotch at $8.00 per drinkYour cost is $3.50 divided by $8.00 is a 44% COG

Each lawyer has one a night, 100 x 5 nights = 500 drinks x $8.00Revenue = $4,000.00

Your budgeted beverage percentage is 25%. What do you do?

Auguste Escoffier


Day Five

How did this man make a difference

in our culinary world?

Auguste Escoffier


Day Five

ProfitRevolutionized and modernized the menu, the art of cooking and the organization of the professional kitchen. Simplified the menu as it had been, writing the dishes down in the order in which they would be servedDeveloped the first à la Carte menuWrote a number of books, many of which continue to be considered important todayPeopleSimplified the art of cooking by getting rid of ostentatious food displays and elaborate garnishes and by reducing the number of courses servedEmphasized the use of seasonal foods and lighter saucesSimplified professional kitchen

PlanetAs well as making changes in the culinary world, Escoffier undertook several philanthropic endeavors including the organization of programs to feed the hungry and programs to financially assist retired chefs

Auguste Escoffier


Day Five

Our Founder is the True Definition of “Entrepreneur”

Escoffier received several honors in his lifetime. The French government recognized him in 1920 by making him

a Chevalier of the Legion d' Honneur, and later an Officer in 1928. The honors due Escoffier can be summed up by a quote from Germany's Kaiser Wilhelm II when he told Escoffier, “I am the

Emperor of Germany, but you are the emperor of chefs.”

His legacy lives on…through you!!!

Aesca entrepreneurship ppt

Small Business & Entrepreneurship

Transcript of Aesca entrepreneurship ppt