1)Definition
Restaurant in Marketing: Restaurant marketing is to increase visibility to the general public, attract new customers and boost sales revenue. It can succeed at retaining existing customers who may be more inclined to return often if they see a special deal or promotion being marketed.
Marketing plan: The written document that describes an organization’s advertising and marketing efforts for the coming year.
HACCP: HACCP is a logical, scientific approach to controlling hazards in meat production. It is a preventive system ensuring the safe production of food products
Food-borne illness: disease that is carried or transmitted to human beings by food. The majority are infectious and are caused by bacteria, viruses, and parasites.
Recruitment: The process of identifying and hiring the best qualified candidate from within or outside of an organization for a job vacancy, in a most timely and cost effective manner.
Job Specification: Lists education and technical/conceptual skills a person needs to satisfactorily perform the job.
French service: Food is brought for preparation from the kitchen by the commis in a partially or non-prepared state so the tableside preparation is to finish the food.
American service: Food is plated and garnished in the kitchen onto the dishes to be places at the guest’s table.

2)Approaches to Food Safety
Overall responsibility for foodservice has been given to the food and Drug Administration. It provides a model ordinance that is the basis for most local health ordinances
Public health license to operate a restaurant is required. For example, health officer makes an inspection.

3)Food and Wine Matching * White wine served with white meat such as turkey pork, chicken, veal, fish and seafood. * Red wine served with red meat such as beef, lamb, and duck. * Champagne can be served throughout the meal. * Port and red wine go well with cheese. * Dessert wines, best complement desserts and fresh fruits that are not highly acidic. * When a dish is cooked in wine, it is best served with wines of that variety.

4)Bar Layout * Type of restaurant * Overall design and layout of the restaurant * Intended prominence of the bar * Number of bartender required to operate the bar and beverage service * Volume of business expected * Degreed of self-sufficiency of the bar * Electric and water supply * Construction costs of providing electric and water supply * Distance to the storeroom and the dispensing system * Location of beer barrels and cooling equipment.

5)Beverage License
On-sale general: Authorize the sale of all alcoholic beverages for consumption on the premise.
On-sale beer and wine: Authorize the sale on the premises of all types of beer, wine and malt liquor.
On-sale beer: Authorize the sale on the licensed premises of beer and other malt beverages with an alcoholic content of 4% or less by weight.
Off-sale general: Authorizes the sale of all alcoholic beverages for consumption off the premises in original, sealed container.

Bar Safety
Bar: The Restaurant Owner Is the Victim * Bartender does not ring up the sale. * Give away—if no internal controls exist, the bartender might give away free drinks to friends or in anticipation of larger tips. * Undercharge for drinks in anticipation of larger tips. * Pour higher-quality liquor than ordered and mention it to the customer in anticipation of a larger tip. * Barter—bartender trades the cook free drinks for free dinners. * Provide free drinks to visiting bartenders. * Bartender steals bottles of liquor.

Several other commonsense measures can be incorporated into the control of the bar and beverage operation.
■ Limit bar access to bartenders and make them accountable for the pouring- cost results.
■ Give incentive bonuses for good results.
■ Require that drink orders be rung into the register before the drinks are made.
■ Use a remote system in which servers must ring up the order before it goes to the bartender.
■ Install a video camera and alarm on the bar door.
■ Do not allow bags to be brought into the bar and provide lockers in another area.
■ If bartenders make mistakes, have them written off and signed for by management.

Restaurant Concept
A restaurant is usually recognized for the food served there. The restaurant concept is a foundation for starting-up a business.
Theme. Choosing the restaurant theme influences its business plan and make decision based on style of cuisine such as ethnic food, fast food and other. Guests will want to know what to expect from its menu, including how your food is prepared.
Determine Target Market. The restaurant should figure out what types of customers want to target. It is important to figure out if there is a substantial market for its concept in the area, as well as to set appropriate price points on its menu items.
Decide on an operational strategy. The organizer must have an idea for the restaurant before moving forward. It include an established basic service type such as fine dining, casual dining, fast-casual and quick-service.
The atmosphere is one of the most important methods for achieving your restaurant concept. Decorative surprises are the norm. The building’s exterior should be inviting such as painted odd color and its interior should be comfortable and clean.
Restaurant Name. The name of the restaurant is part of the image. It tell the customer what to anticipate. Image presentation is consistent and easy to understand.
Location. The location is depend on the kind of restaurant it is and the clientele to which it appeals. The restaurant should be located at the location is convenient and accessible for the potential customers. For example, nearby the attraction, major highway, and distance from the potential market.
Another option for funding your start-up restaurant is receiving financing from investors. Restaurateurs often present their business plan before acquaintances within the industry and other willing parties

Planning Menu
The capability to produce the quality and quantity of food necessary is a basic consideration. Equipment must be installed in an efficient layout. Availability is a constant, reliable source of supply at a reasonable price must be established. Price is a major factor in menu selection to complement the restaurant image and must be appealing to its target market. There are two main menu pricing strategies: A comparative approach analyzes the competition’s prices and second is ratio method as price the individual menu item and multiply it by the ratio amount. In calculating food-cost percentage, food cost is reflected in pricing. The cost of food varies with sales.
Greater public awareness of healthy food and individual wellness has prompted. Operators to change some cooking methods by use broiling steaming instead of frying. This is creating a higher demand for healthier items, such as chicken and fish. The contribution margin is the difference between the sales price and the cost of the item. For example, Steak selling price is RM15, but the steak cost is only RM5 so the contribution margin is RM10. Accuracy in menu as restaurants may not misrepresent what they are selling. Restaurants must be accurate and truthful when describing dishes on the menu.
The menu items selected will depend on the type of restaurant that range of items is critical to the overall success include appetizers and soups, salads, entrée dessert and matching. The typical table-service restaurant uses three menus—for breakfast, luncheon, and supper. Separate children’s menus with smaller portions and lower prices may also be provided. ´ A la carte menus offer individually priced items.
The overall menu design should reflect the ambiance of the restaurant. The menu size may range from a single page up to several pages and be of a variety of shapes. The names of the dishes should be easy to read and understand. The menu cover is a symbol of the restaurant’s identity. The standard recipe used to maintain consistent food quality and also acts as a control device in that the same ingredients in the same amounts are used over time. In conclusion, Menu and menu planning are the most crucial elements of the restaurant. The many considerations in menu planning help us realize the scope and depth of general planning necessary for successful operation.