- •Unit 1
- •1. Read and translate the following international words:
- •2. Read and translate the following groups of words derived from a common root:
- •3. Read the text and translate it. While reading the text try and find
- •Restaurants - role in society and market
- •Mission, goals, and objectives
- •Mission Statement of Red Lobster Restaurants
- •Restaurant Market
- •Vocabulary focus
- •4. Match the words and phrases on the left with the correct equivalents on the right:
- •5. Match the synonyms:
- •6. Match the antonyms:
- •7. Match the words on the left with the correct definitions on the right:
- •8. Answer the questions on the text:
- •9. Complete the sentences using proper words and phrases in the box.
- •11. Try to evaluate the financial position of a restaurant on the basis of the following information about it. These words and phrases will come in handy:
- •12. Work in pairs:
- •Case Study corporate profile: red lobster (part 1)
- •1. Read the supporting article and provide detailed answers to the case questions below.
- •2. Identify key points in the text and extract information from it to pass on to your partner.
- •3. Let your partner see whether key points identified by you are the same as those covered in the text. Let him agree or disagree with you.
Mission Statement of Red Lobster Restaurants
• Red Lobster's mission is to provide every guest with a dining experience that exceeds expectations and ensures their return.
• We serve a variety of attractive, excellent tasting food in a comfortable, inviting atmosphere.
• We offer a wide range of competitive prices that provide exceptional value.
• Our service is professional, knowledgeable, and friendly.
• We are committed to the success of the individual, their quality of life, and to providing opportunities for recognition and professional growth and development.
• We are an industry leader in providing growth and returns to our shareholders.
• We are America's favorite seafood restaurant and a top choice for full-service dining.
Restaurant Market
The market is composed of those guests who will patronize the restaurant. A prospective restaurant owner will analyze the market to determine whether sufficient demand exists in a particular market niche, such as Italian or Southern cuisines. A niche is a marketing term used to describe a specific share or slot of a certain market. A good indication of the size of the market can be ascertained by taking a radius of from one to five miles around the restaurant. The distance will vary according to the type and location of the restaurant. In Manhattan, is may only be a few blocks, whereas in rural West Virginia it may be a few miles The area that falls within the radius is called the catchment area. The demographics of the population within the catchment area is analyzed to reveal age, number of people in various age brackets, sex, ethnicity, religion, income levels, and so on. This information is usually available from the chamber of commerce or data at the local library or real estate offices.
One yardstick used to determine the potential viability of a restaurant is to divide the number of restaurants in the catchment area by the total population. The average number of people per restaurant in the United States is about 500.
Perhaps this kind of saturation is one of the reasons for the high failure rate of restaurants. Obviously, each area is different; one location may have several Italian restaurants but no Southern restaurant. Therefore, a Southern restaurant would be unique in the market and, if properly positioned, may have a competitive advantage. If someone in the catchment area wanted to eat Italian food, he or she would have to choose among the various Italian restaurants. In marketing terms, the number of potential guests for the Italian restaurants would be divided by the number of Italian restaurants to determine fair market share (the average number of guests that would, if all other things were equal, eat at any one of the Italian restaurants).
Let's take 1,000 potential guests as an example. If they all decided to eat Italian in the fair market share scenario, each restaurant would reave one hundred guests. In reality, we know this does not happen — for various reasons, one restaurant becomes more popular. The number of guests that this and the other restaurants receive then is called the actual market share [1, 196-197].
Vocabulary notes
need зд. потребность
nourishment питание
smell зд. обоняние
hearing зд. слух
touch зд. осязание
to employ зд. использоваться
to savor наслаждаться, смаковать
to be dependent (on smth.) зависеть (от чего-либо)
to succeed добиваться успеха, преуспевать
mission statement зд. Кратко сформулированное официальное изложение целей, задач и принципов работы данной организации
to ascertain зд. устанавливать
Manhattan Манхэттен центральный район Нью-Йорка, расположенный на одноименном острове
West Virginia Западная Вирджиния — штат США
rural сельский, деревенский
block 3d квартал, небольшая улица, улочка
catchment area зона охвата; зона обслуживания
ethnicity национальность, этническая принадлежность
age bracket возрастной интервал
sex зд. пол (женский или мужской)
chamber of commerce торговая палата
real estate office агентство по продаже недвижимости
yardstick зд. перен. критерий, мерка, мерило
viability зд. способность выстоять в условиях конкуренции; жизнеспособность
saturation зд. насыщенность
failure зд. неудачное ведение бизнеса, завершающееся его крахом
competitive advantage конкурентное преимущество
returns денежные поступления; доходы
shareholder держатель акций
14
seafood морепродукты
to patronize зд. часто посещать; быть постоянным посетителем
market share доля на рынке