- •Unit 2 restaurant concept and ambiance
- •1. Read and translate the following international words:
- •2. Read and translate the following groups of words derived from a common root:
- •Reading
- •3. Read the text and translate it. While reading the text try and find answers to these questions:
- •Restaurant concept and ambiance Restaurant Concept
- •Restaurant Ambiance
- •Vocabulary focus
- •4. Match the words and phrases on the left with the correct equivalent 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.
- •10. Say whether the following statements are true or false.
- •11. On the basis of the following information about a theme restaurant try to determine whether it makes a good return on investment. The following words and phrases will come in handy:
- •12. Work in pairs:
- •Сомелье - кто это?
- •Case Study corporate profile: red lobster(part 2)
- •1. Read the supporting article and provide detailed answers to the case questions below.
- •A Commitment to Quality
- •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.
Unit 2 restaurant concept and ambiance
Pre-reading
1. Read and translate the following international words:
concept idea employ
invest decade chart
operate definite present
project total impression
image regional local
ethnic decor address
lease occupation mission
goal effect theme
sensory rating planet
2. Read and translate the following groups of words derived from a common root:
1) success — successful — successfully — unsuccessful — succeed;
2) manage — manager — manageress — managerial — management — manageable;
3) suffice — sufficient — insufficient — sufficiently;
4) frequent — frequently — frequenter — infrequent — frequency;
5) employ — employment — employee — employer — employed -unemployed;
6) market — marketing — marketplace — marketer;
7) part — party — partial — partially — partiality — partner — partnership;
8) doubt — doubtful — doubtfully — doubted — undoubted — undoubtedly;
9) conscience — consciousness — conscientious (e.g. objector) — conscientiously — subconscious — subconsciousness;
10) compete — competition — competitive — competitor — competent;
11) import — importer — imported — importation — important -importantly — importance;
12) depend - - dependence - - dependent - - independent - - independence — interdependent.
Reading
3. Read the text and translate it. While reading the text try and find answers to these questions:
1. What does creating and operating a restaurant business mean for the winners?
2. What kind of social place do restaurants provide?
3. Why should a restaurant's concept, location, menu, and decor intertwine?
Restaurant concept and ambiance Restaurant Concept
Successful restaurant concepts are created with guests in mind. All too frequently someone thinks it would be a good idea to open up a particular kind of restaurant, only to find there are insufficient guests to make it viable.
For the winners, creating and operating a restaurant business is fun — lots of people coming and going, new faces, old friends. Restaurants provide a social gathering place where employees, guests, and management can get their adrenaline flowing in positive ways. The restaurant business is exciting and challenging; with the right location, food, atmosphere, and service it is possible to attract the market and make a good return on
investment.
There are several examples of restaurant concepts that have endured over the past few decades. Applebee's, Chart House, Hard Rock Cafe, Olive Garden, Red Lobster, and TGI Friday's are some of the better-known U.S. chain restaurant concepts. Naturally, there are more regional and independent concepts.
The challenge is to create a restaurant concept and bring it into being, a concept that fits a definite market, a concept better suited to its market than that presented by competing restaurants. Every restaurant represents a concept and projects a total impression or an image. The image appeals to a certain market — casual, formal, children, adults, ethnic, and so on. The concept should fit the location and reach out to its target market. A restaurant's concept, location, menu, and decor should intertwine.
In restaurant lingo, professionals sometimes describe restaurants by the net operating percentage that the restaurant makes. TGI Friday's, for example, are usually described as 20 percent restaurants. A local restaurant may be only a 10 percent restaurant.
In order for the operation of a restaurant to be successful, the following factors need to be addressed:
1. Mission 6. Location
2. Goals 7. Menu planning
3. Objectives 8. Ambiance
4. Market 9. Lease
5. Concept 10. Other occupational costs
The odds in favor of being a big restaurant winner are not good. Approximately 540,000 commercial restaurants do business in the United States. Each year, thousands of new ones open and thousands more close, and even more change ownership for cents on the dollar. The restaurant business is relatively easy to enter, but it is deceptively difficult to succeed in it.
The restaurant concept is undoubtedly one of the major components of any successful operation. Some restaurants are looking for a concept; some concepts are searching for a restaurant [1, 197—198; 200].