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TitleHow to Run Your Own Resto
TagsFranchising Restaurants Menu Lease Sink
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Total Pages265
Document Text Contents
Page 2

HOW TO START AND RUN YOUR OWN

RESTAURANT

Page 132

MARKETING YOUR BUSINESS

or work. But there are good, mediocre and bad guides. I simply list the
ones that matter in the trade, the ones that restaurateurs aspire to achieve
an entry in rather than the guides in which you pay to have an entry. Your
customers are, generally speaking, a discerning lot and can sniff an adver-
tising puff when they come across it.

Les Routiers is a case in point. The famous blue and red symbol, since its
inception in 1935 in France, indicates hotels and restaurants of individual
character. They are often managed by the owner and offer 'good food,
warm hospitality and excellent value for money.'

And in the twenty-first century? These are still the guiding principles,
according to Nicholas Stanley, Managing Director. Les Routiers Limited is a
network of independent restaurants, pubs and hotels located in the UK and
Ireland but is also an 'umbrella organisation marking their shared values and
individual appeal through the Les Routiers brand.' In short, you pay for the
privilege and submit your own copy. Small restaurants are from £450, estab-
lishments with over 50 covers £600 for their marketing membership.

I wouldn't wish anyone to spend a penny in some restaurants in the guide
which I have reviewed as a restaurant critic. Not only has the food been
bad but the service and establishment too. Paradoxically it also lists some
very good restaurants, management having taken the decision to spread
their restaurant's publicity wings widely by having an entry in the guide.
The choice, of course, is theirs and yours. If you wish to find out more
about entry contact [email protected]

Top guides, as recognised by restaurateurs and customers, are without
doubt The Good Food Guide and The Michelin Guide in the UK and Ireland
Other good guides include The AA Restaurant Guide., Harden's UK
Restaurants (although not a favourite of many restaurateurs), Time Out
Eating and Drinking in Great Britain and Ireland, Time Out Eating and
Drinking In London and Georgina Campbell's Jameson Guide Ireland. Thehe
Zagat Survey can also be useful.

Do submit your restaurant to guides with details, menu, wine list, how to find you
and a covering letter in the hope that an inspector may come calling.

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Top Tip

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HOW TO START AND RUN YOUR OWN RESTAURANT

The AA Restaurant Guide
This hefty tome, nearly 700 pages in 2004, lists 675 stand-alone restaurants
and 1,200 restaurants that are part of hotels. The AA has a mere 30 inspec-
tors and awards AA rosettes. These go from one rosette for 'excellent local
restaurants serving food prepared with care, understanding and skill, using
good quality ingredients' to five rosettes, awarded to 'the finest restaurants
in the British Isles, where cooking stands comparison with the best in the
world.' Four restaurants achieved this accolade in the 2004 guide.

AA rosettes are awarded solely for the cooking and consistency, the stan-
dard to be achieved 'regardless of the chef's day off!' Ambience, style,
comfort, layout and presentation of menu, appearance, attitude and effi-
ciency of service and the quality of the wine list 'should all fit the ambition
of the cooking' too. There are other entries too for non-rosette winners.

My quibble with the guide is its layout, with very busy pages and some
inconsistencies making it a bit of a challenge to negotiate and read. All that
text, all those pictures, all those counties crashing into one another with
nary a gap. Are the inspectors discriminating enough? There are some
entries I would not have put in the guide but this is subjective. It is out of
date too, with a number of restaurants that closed way before the guide
was printed. Maps are not easy on the eye either.

There is no payment required for entry but pictures cost. The editor welcomes
restaurants to submit their details for inspection and, hopefully, inclusion.

TheAA Restaurant Guide has a competition, the AA Chefs' Chef, an annual
poll of all the chefs in the guide who vote to recognise the achievements of
one of their peers from a shortlist. Michel Roux of the Waterside Inn, Bray,
was the 2004 winner.

Website: www.theaa.com

Georgina Campbell's Jameson Guide - Ireland's best places to eat,
drink and stay
Georgina Campbell, indefatigable writer on Irish cuisine and hospitality,
conceived this guide in 1998, its main sponsor being Jameson Irish Whiskey.

116

www.theaa.com

Page 264

Index

National Association of Farmers' Markets,
195

National Insurance contributions, 146
national minimum wage, 146—147
newsletters, promotional material, 101

outside catering, 126-128

part-time workers' regulations, 147-148
pay law and hours of work, 146
PAYE helpline, 146
payroll, 51-52
personal asset risk, 55
pest control, 23
policy cover, 53
polytunnels, 194-195
press releases, 110-111
prevention of food poisoning, 64
price marking, 31
produce, checking of, 223
produce, choosing, 168-169
product liability, 53
professional waiting tip list, 159
promotional material, 100-103
property ladder, first steps, 13-14
property scrutiny before negotiation, 18
public liability, 53
publicity, 101-103
putting yourself in your customers' shoes,

231-233

Race Relations Act, 30
raising capital and business

partners/investors, 43
recipe developing, 180-184
recruitment agencies, 136
recruitment sources, 135-137
redundancy payment, 149
references, taking up staff, 143
refuse, 22
registering your business, 60
renting a property, 14
restaurant design, 70-94
restaurant interior, tables, 74-76
restaurant name, 97-98
rotas, staff, 161
Routiers guide, 115

Sale of Goods and Trades Description,
29-30

salmonella food poisoning, 62-63
seeing yourself as a restaurateur, 4
service charges, 42
service during a session, 220-222
service given by staff, 158
service, 93-94
service, preparation of, 219-220
service, the importance of, 132-133
set menus, 177
Sex Discrimination Act, 30
signage, 78, 98-99
sinks, 21
Slow Food Movement, 193
Small Business service, 57
smoking, 27
solicitors, 56
sources of recruitment, 135-137
sourcing alternatives, 191-192
sourcing produce: useful contacts, 195-197
special diets, 180-182
specials board, 178, 219
spirits, stocking the bar, 211
staff dress code, smoking, behaviour and

communication, 155-159
staff hygiene, 65-66
staff interviewing, 139-140, 142-143
staff meals, 150-151
staff motivation, 137
staff overtime, 144-145
staff references, 143
staff rotas, 161
staff, unskilled, 137
staffing, 131-161
stationery, 101
storage, 86
suitability for running a restaurant, 2-4
suppliers, choosing, 185-195
supply buying tips, 187
supply sourcing, the importance of,

189-191

table booking, how to manage, 160
table d'hote menus, 177
table sizes and types, 74
ten top tips for better restaurant cooking,

174
The Hotel Proprietor Act, 30-31
Time Out guides, 121-122
tips for attracting finance, 43
toilets, 78-79, 232

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Page 265

HOW TO START AND RUN YOUR OWN BUSINESS

top tips from established restaurateurs,
234-237

trade union membership, 150
trading projection list, 39
trading standards fines, 42
Trading Standards guideline for selling

alcohol, 211-213
trends in restaurants, 6-8,12-13
typical day at Soanes restaurant, 222-226

unfair dismissal, 150
useful contacts, 242-243

VAT, 41,49-51
VAT registering, 50
VAT tips for a small business, 51
vegan diet, 182
ventilation, 19
viewing properties, 16

wastage, 38, 171, 172, 178, 179
water supply and drainage, 20
water, drinking, 209-210
Waters, Alice, 189
weights and measures, 212

welcoming, appraising staff, 143-144
what kind of restaurant, 5-6
what to cook, why to cook it, 169,
why run your own restaurant? 1
wine and food, 204-206
wine and other drinks, 198-211
wine buying and storage, 200
wine list wording, 202-203
wine pricing, 206-207
wine serving tips, 203-204
wine vocabulary, 207-209
wine, corked and other problems, 204
wine, dessert, 205
wine, diverse list, 200-2002
wines for the restaurant, 201-202
wines: getting them right, 199-200
women chefs, 154
working in a partnership, 44-45
writing a cookbook, 129
writing a cookery column, 129

Yellow Pages, 84, 90, 108, 186

Zagat Survey, 123

248

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