Details

<p><b>Introduction: Why You Need This Book xi</b></p> <p>The Most Important Thing to Remember</p> <p>My Start as an Entrepreneur</p> <p>Restaurateur as Entrepreneura</p> <p>Reality Check for Your Dreams</p> <p><b>1 Recipe for Success 1</b></p> <p>Soul Searching: Is Food and Beverage Part of Your DNA?</p> <p>Like an Onion: Cut Through the Layers</p> <p>Facing the Critics, Doubters, and Naysayers</p> <p>Only You Can Make Your Dreams Come True</p> <p>Opening a Restaurant Makes Me Warm and Fuzzy</p> <p>The One Ingredient to Use Sparingly—Ego</p> <p>But My Mom Likes My Recipe</p> <p>How Do I Become a Great Chef or Restaurateur Above the Others?</p> <p>I Need a Shoulder to Cry On</p> <p>Show Me the Money</p> <p>Money is Great, but the Value of Other Things is Bigger and Better</p> <p>Can You Change With the Times?</p> <p>Are You Ready to Begin?</p> <p><b>2 Taking Those First Steps 19</b></p> <p>Cuisine: What Do You Want to Feed Your Customers?</p> <p>What Do You Need Before Looking for the Right Location?</p> <p>Just Because It is Open Doesn’t Mean Customers Will Come</p> <p>Finding a Restaurant Location is Like Finding Your Home</p> <p>Do Not Sign Anything Yet</p> <p>Now the List is Getting Shorter</p> <p>Competition—What They Are Doing Right and Wrong</p> <p>That Costs Extra?</p> <p>What About Investors?</p> <p>What About Borrowing Money?</p> <p>I Am Ready to Sign My Name ...</p> <p>Final Thought</p> <p><b>3 Red Tape 41</b></p> <p>See Your Name . . . on Many Legal Docs</p> <p>The Health Department is Your Friend</p> <p>The Final Decision—Location—Is Approaching</p> <p>Ready for a Drink?</p> <p>Protection Equals Insurance</p> <p>Music Can Add to Appetites and Legal Problems</p> <p>What’s Your Sign?</p> <p>Selling Merch and Offering Entertainment</p> <p>This is a Special Time</p> <p><b>4 The Dream Becomes Reality 53</b></p> <p>Put a Signature on It</p> <p>I Now Pronounce You Restaurant and Restaurateur</p> <p>Pleasing to the Eye and Appetite</p> <p>Beauty is in the Eye of the Beholder and License Holder</p> <p>A Menu is More Than a List</p> <p>Tempt the Appetite with the Menu</p> <p>Dress to Tempt Those Taste Buds</p> <p>How to Take an Order</p> <p>Everyone Has an Opinion</p> <p>Walking Through the Fire</p> <p>See Your Vision</p> <p><b>5 Your Restaurant is a Stage 73</b></p> <p>Now Create That Vision as a Reality</p> <p>The Auditions</p> <p>Training Your Staff</p> <p>Delete the Word “Versus”!</p> <p>Why Would Anyone Want to Leave Me?</p> <p>In the End</p> <p><b>6 The Main Course 89</b></p> <p>This is Not a Trip to the Grocery Store</p> <p>Living Off the Land</p> <p>A Well-Stocked Pantry</p> <p>Good Flavor Can Be Worth the Extra Expense</p> <p>Be Consistent with Every Dish Every Time</p> <p>Never Leave Your Shelves Empty</p> <p>Time to Start Rehearsing</p> <p>How Much is Too Much?</p> <p>Use One Meal to Market the Next Meal</p> <p>Pour Me Another One</p> <p>Dress Rehearsal</p> <p><b>7 Learn From Reviews and Opinions 107</b></p> <p>The “F” Word</p> <p>Don’t Take It Personally</p> <p>Make a Note of What Customers Like</p> <p>Embracing 1- to 5-Star Ratings</p> <p>The Power of Turning a Negative Around</p> <p>There Are Times You Should Ask for Help</p> <p>Only Good Things to Say</p> <p>Don’t Believe the Hype</p> <p>The Chef Who Set the Bar on Class</p> <p>Time for You to Shine</p> <p><b>8 Getting the Word Out that You’re Open for Business 117</b></p> <p>The Big Reveal: Who Should You Invite to Your Restaurant?</p> <p>Putting Your Restaurant’s Name Out There through Social Media and the Media</p> <p>Money Can Buy You Love for Your Restaurant</p> <p>Mention My Restaurant’s Name, Please</p> <p>Answering the Final Question</p> <p><b>9 So You Have $25,000 to Spend 139</b></p> <p>The Answer is . . .</p> <p>Where Should I Buy My Food?</p> <p>Build It, but Will Customers Come?</p> <p>Considering Other Types of Restaurants</p> <p>$25,000</p> <p><b>10 Persevering Through the Tough Times 153</b></p> <p>Develop a Thick Skin</p> <p>Are You Dreaming of Expanding?</p> <p>The Space Next Door Just Opened Up</p> <p>If There Are Problems, Don’t Close, Scale Down</p> <p>It Really is a Roller Coaster Ride</p> <p><b>Final Thoughts 165</b></p> <p>Would I Like to Write a Book?</p> <p>Now It is Up to You</p> <p>Acknowledgments 169</p> <p>About the Author 173</p> <p>Index 175</p>

<p><b>MICHAEL POLITZ</b> is the founder and publisher of <i>Food & Beverage Magazine</i>, the leading online magazine and resource in the industry. Michael has developed and branded multiple celebrity bar and nightlife concepts, and has consulted for Fortune 500 Companies such as Hallmark and Safeway Foods. Michael was recognized as one of <i>Entrepreneur Magazine's</i> Top Forty Executives Under 40.

<p><b>PRAISE FOR THE FOOD & BEVERAGE MAGAZINE GUIDE TO RESTAURANT SUCCESS</b> <p>"This book is the go-to for anyone thinking of jumping in the exciting business of restaurants. I eat out 365 days a year and I know the places to eat! If you want to become one of them, read this book!"<br> <b> —JONATHAN CHEBAN, Foodgod</b> <p>"<i>The Food & Beverage Magazine Guide to Restaurant Success</i> is an essential and invaluable resource for any food entrepreneur dreaming of opening a restaurant, food truck, or cafe. This book is a must-read for any entrepreneur with a great recipe, concept, or dream. Politz wants to see you succeed in realizing your dreams and he backs up this wish with proven, direct, expert advice, a plan, and a true guide to make your dreams come true. I wish I had this book when I started my first food business. This book will empower food business dreamers to dream even bigger, and to see the path to success."<br> <b> —JENNIFER ENGLISH, James Beard Award Winner, and Journalist</b> <p>"While Michael was selling greeting and holiday cards at 8 years old, I was a paperboy which gave me my intro to entrepreneurism. If you are willing to take each experience as an opportunity to learn with an outlook to the future and to have a fearless attitude, this book will help guide you and provide insight into what's ahead for you coming from an industry expert."<br> <b> —CHEF DAVID BURKE</b> <p>"Politz has written a must-read guide for ANYONE considering opening a restaurant. Read and learn from one of the best. All the unknown is answered right here. Success is learning from your failures and Politz is candid about his. This book tells all!"<br> <b> —JULIE ROSSLER-THOMPSON, Owner, Celebrity Delly</b> <p>"Thank you for writing this book Michael. For years I've had friends asking me about opening or investing in a restaurant. Here's an actual path to follow to help someone on that journey."<br> <b> —SHEP GORDON, Creator of the celebrity chef, which revolutionized the food industry and turned the culinary arts into the multi-billion dollar industry it is today</b>

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