REVIEW

OF
LITERATURE
(FEASIBILITY OF CRICKET THEME RESTAURANT IN MUMBAI)
Shubam kumar
Shikhar bishnoi
Vipin Kumar
Suman
Restaurant is a business which prepares and serves food and drinks to
customers in exchange for money, either paid before the meal, after the
meal, or with an open account. Meals are generally served and eaten on the
premises, but many restaurants also offer take-out and food delivery
services, and some only offer take-out and delivery. Restaurants vary
greatly in appearance and offerings, including a wide variety of cuisines
and service models ranging from inexpensive fast food restaurants and
cafeterias to mid- priced family restaurants, to high-priced luxury
establishments. In Western countries, most mid- to high-range restaurants
serve alcoholic beverages such as beer and wine. Some restaurants serve
all the major meals, such as breakfast, lunch and dinner (e.g., major fast
food chains, diners, hotel restaurants, and airport restaurants). Other
restaurants may only serve a single meal (e.g., a pancake house may only
serve breakfast) or they may serve two meals (e.g., lunch and dinner).

TYPES OF RESTAURANTS

Various types of restaurant fall into several industry classifications based

upon menu style, preparation methods and pricing. The way the food is
served to the customer helps to determine the classification.
Historically, restaurant referred only to places that provided tables where
one sat down to eat the meal, typically served by a waiter but following the
rise of fast food and take- out restaurants, a heteronym for the older
"standard" restaurant was created, sit-down restaurant.
Most commonly, "sit-down restaurant" refers to a casual dining restaurant
with table service, rather than a fast food restaurant or a diner, where one
orders food at a counter. Sit-down restaurants are often further
categorized, in North America, as "family-style" or "formal".
In British English, the term restaurant almost always means an eating
establishment with table service, so the "sit-down" qualification is not
usually necessary. Fast food and takeaway (take-out) outlets with counter
service are not normally referred to as restaurants. Outside of North-
America, the terms fast casual dining restaurants, family style, and casual
dining are not used and distinctions among different kinds of restaurants is
often not the same. In France, for example, some restaurants are called
"bistros" to indicate a level of casualness or trendiness, though some
"bistros" are quite formal in the kind of food they serve and clientele they
attract. Others are called "brasseries", a term which indicates hours of
service. "Brasseries" may serve food round the clock, whereas
"restaurants" usually only serve at set intervals during the day. In Sweden,
restaurants of many kinds are called "restauranger", but restaurants
attached to bars or cafes are sometimes called "kk", literally "kitchens",
and sometimes a bar-restaurant combination is called a "krog", in English
a "tavern".

Ethnic
Ethnic restaurants specialize in ethnic or national cuisines. For
example, Greek restaurants specialize in Greek cuisine.

Fast food
Fast food restaurants emphasize speed of service. Operations range from
small-scale street vendors with food carts to multi-billion dollar
corporations like McDonald's and Burger King. Food is ordered not from
the table, but from a front counter (or in some cases, using an electronic
terminal). Diners typically then carry their own food from the counter to a
table of their choosing, and afterward dispose of any waste from their
trays. Drive-through and take-out service may also be available. Fast food
restaurants are known in the restaurant industry as QSRs or quick-service
restaurants

Fast casual
Fast casual restaurants are primarily chain restaurants, such as Chipotle
Mexican Grill and Panera Bread. More of the food is prepared at the
restaurant than is the case at fast food chains. Fast casual restaurants
usually do not offer full table service, but may offer non-disposable plates
and cutlery. The quality of food and prices tend to be higher than those of
a conventional fast food restaurant but may be lower than casual dining.

Casual dining
A casual dining restaurant is a restaurant that serves moderately-priced
food in a casual atmosphere. Except for buffet-style restaurants, casual
dining restaurants typically provide table service. Chain examples include
TGI Friday's and Applebee's in the U.S. and Harvester in the U.K. Casual
dining comprises a market segment between fast food establishments and
fine dining restaurants. Casual dining restaurants often have a full bar with
separate bar staff, a larger beer menu and a limited wine menu. They are
frequently, but not necessarily, part of a wider chain, particularly in the
United States. In Italy, such casual restaurants are often called "trattoria",
and are usually independently owned and operated.

Family style
Family style restaurants are a type of casual dining restaurants where food
is often served on piatters and the diners serve themselves. In some
regions, alcoholic beverages are not sold at family-style casual dining
restaurants.

Fine dining
The Fat Duck, a fine dining restaurant in Bray, UK.
Fine dining restaurants are full service restaurants with specific dedicated
meal courses. Decor of such restaurants features higher-quality materials,
with an eye towards the atmosphere" desired by the restaurateur. The wait
staff is usually highly trained and often wears more formal attire. Fine
dining restaurants are almost always small businesses and are generally
either single-location operations or have just a few locations. Food
portions are visually appealing. Fine dining restaurants have certain rules
of dining which visitors are generally expected to follow, often including a
dress code.

VARIATIONS
Most of these establishments can be considered subtypes of fast casual
drinking restaurants or casual dining restaurants.

Barbecue
A barbecue restaurant is a restaurant that specializes in barbecue-style
cuisine and dishes.

Brasserie and bistro

A brasserie in the US has evolved from the original French idea of a type
of restaurant serving moderately priced hearty mealsFrench-inspired
"comfort foods"in an unpretentious setting. Bistros in the US usually
have more refined decor, fewer tables, finer foods and higher prices. When
used in English, the term bistro usually indicates a continental menu.

Buffet and smorgasbord

Buffets and smorgasbord offer patrons a selection of food at a fixed price.
Food is served on trays around bars, from which customers with plates
serve themselves. The selection can be modest or very extensive, with the
more elaborate menus divided into categories such as salad, soup,
appetizers, hot entries, cold entries, and dessert and fruit. Often the range
of cuisine can be eclectic, while other restaurants focus on a specific type,
such as home-cooking, Chinese, Indian, or Swedish. The role of the waiter
or waitress in this case is relegated to removal of finished plates, and
sometimes the ordering and refill of drinks. In Italy, a kind of semi-buffet
is featured in either a tavolacalda, serving hot foods, and a tavolafredda,
which serves cold food. Either can be found in bars and cafes at meal
times or in dedicated sites, sometimes with seating and service at a
counter.
In the United States, Buffets, Inc. (now known as Ovation Brands), is a
large buffet chain corporation which owns Old Country Buffet, Country
Buffet, and Hometown Buffet. Hometown Buffet popularized the "scatter
buffet", which refers to the layout of separate food pavilions. Other
American restaurant chains well known for their buffets include Golden
Corral, which features food products presented in pans, Soup
plantation/Sweet Tomatoes (known in particular for its soups and salads),
Gatti's Pizza, CiCi's Pizza, Fresh Choice (a smaller competitor of Soup
plantation), Pancho's Mexican Buffet, Ryan s and Poiitleiosn Steakhouse.
Sizzler is another prominent restaurant offering a buffet.

Cafe
Cafes are informal restaurants offering a range of hot meals and made-to-
order sandwiches. Coffee shops, while similar to cafes, are not restaurants
due to the fact that they primarily serve and derive the majority of their
revenue from hot drinks. Many cafes are open for breakfast and serve lull
hot breakfasts, in some areas, cafes offer outdoor seating.

Cafeteria
A cafeteria is a restaurant serving ready-cooked food arranged behind a
food-serving counter. There is little or no table service. Typically, a patron
takes a tray and pushes it along a track in front of the counter. Depending
on the establishment, servings may be ordered from attendants, selected as
ready-made portions already on plates, or self-serve their own portions.
Cafeterias are common in hospitals, corporations and educational
institutions. In Italy it's very common and known as "mensaaziendale".
In the UK. a cafeteria may also offer a large selection of hot food similar
to the American fast casual restaurant, and the use of the term cafeteria is
deprecated in favor of self-service restaurant. Cafeteria have a wider
variety of prepared foods. For example, it may have a variety of roasts
(beef ham turkey) ready for carving by a server, as well as other cooked
entree rather than simple an offering of hamburgers or fried chicken.

Coffeehouse
Coffeehouses are casual restaurants without table service that emphasize
coffee and other beverages; typically a limited selection of cold foods such
as pastries and perhaps sandwiches are offered as well. Their
distinguishing feature is that they allow patrons to relax and socialize on
their premises for long periods of time without pressure to leave promptly
after eating, and are thus frequently chosen as sites for meetings.

Destination restaurant
A destination restaurant is one that has a strong enough appeal to draw
customers from beyond its community. The idea of a destination restaurant
originated in France with the Michelin Guide, which rated restaurants as to
whether they were worth a special trip or a detour while one travelled by
car in France.

Table-top cooking
Customers are seated as in a casual dining setting. Food items are prepared
by the establishments for cooking on embedded gas stoves, induction
cookers, or charcoal grills; the customer has control over the heating
power of the appliance.

Mongolian barbecue
Despite the name, the Mongolian barbecue form of restaurant is not
Mongolian, actually derived from Taiwan and inspired by Japanese
teppanyaki. Customers create a bowl from an assortment of ingredients
displayed in a buffet fashion. The bowl is then handed to the cook, who
stir-fries the food on a large griddle and returns it on a plate or in a bowl to
the consumer.

Pub
Mainly in the UK and other countries influenced by British culture, a pub
(short for public house) is a bar that sometimes serves simple food fare.
Traditionally, pubs were

Primarily drinking establishments with food in a secondary position,

whereas many modern pubs rely on food as well, to the point where
gastro-pubs are often essentially line-dining establishments, known for
their high-quality pub food and concomitantly high prices. A typical pub
has a large selection of beers and ales on tap.\

Teppanyaki-style
Many restaurants specializing in Japanese cuisine offer the teppanyaki
grill, which is more accurately based on a type of charcoal stove that is
called shichirin in Japan. Diners, often in multiple, unrelated parties, sit
around the grill while a chef prepares their food orders in front of them.
Often the chef is trained in entertaining the guests with special techniques,
including cracking a spinning egg in the air, forming a volcano out of
differently-sized onion slices, and flipping grilled shrimp pieces into
patrons mouths, in addition to various props. Also referred to as hibachi.

THE START UP OF A RESTAURANT BUSINESS

Selling prepared food to the public for a profit is an occupation almost as

old as civilization, an occupation chosen by millions of people throughout
the centuries.
Until the 18lh century there were no separate establishments serving
prepared food. The inns and taverns had the tables of the host or table
dhote where everyone sat down to eat whatever was placed on the table.
Meals were usually a part of the room and board, the board being a
board on trestles serving as a table.
HOW TO OPEN A NEW RESTAURANT

Decide on a Restaurant Concept

The first step in opening a new restaurant is deciding what type of

restaurant it is going to be. Whether it is a casual dinner or a high-end fine
dining restaurant. Perhaps you want to specialize in one area, like a
microbrewery and pub. Before you move onto step two you first need to
define what kind of restaurant you want to open.

Select a Restaurant Location

Location. It can make or break a restaurant. Before you run and sign the
lease for your restaurant location, do your homework. Is the restaurant
location in a busy area, there is a plenty of foot traffic and enough parking
and whether there are ten other restaurants in the same vicinity, survived
or dead. (Warning bells should be loud and clear, if that is the case.)

Choose a Restaurant Name

Select a name that means something. It can be a reflection of your theme

or location. The name should be catchy and easy to remember. E.g.
Junoon, Homechef.

Write a Restaurant Business Plan

Developing a restaurant business plan is important as -

It helps in finding problems in the restaurant plan, like not a big
enough population base or a bad location etc.
It is also necessary for receiving finance from a bank.

Find Financing
This is the step that stops most people from actually opening their own
restaurant. Although it is increasingly harder to get financing for a
restaurant, it is not impossible. Between banks, small business agencies
and private investors, financing is possible. But you need to show up to
your interview prepared and professional, showing potential investors that
you know what you are doing.

Apply for Licenses and Permits

Many licenses and permits take several weeks, even months to be

approved. So as soon as you know you are good to go with your financing,
you should start filling the paperwork. Common licenses and permits for
restaurants, regardless of state include liquor licenses, sign permits and
workers compensation.

Licenses/Certificate to be obtained by Restaurants, Mumbai

(Maharashtra)

To open a Restaurant in Mumbai one need to take as many as forty four

Licenses/ Certificate from various government authorities, for a permit
room another nine licenses are required. We have listed below, various
Licenses required to open and operate a restaurant and /or permit room in
Mumbai.

Sr No Department License/NOC
1 BMC Shop & Establishment Certificate
2 BMC Health Licence(to serve food)
3 BMC Madira License(to serve Liquor)
4 BMC Grading Certificate Namely-I,II,III
5 BMC Weather Frame / Chapra / Sign
Board License under License Dept.
6 BMC Medical/Health Certificate of the
Kitchen Staff on yearly
basis(especially of Food Handlers)
7 BMC Grinding stone or Heavy Machine
operating permission from BMC
8 BMC Water Connection Certificate as per
 Grade.
9 BMC Drainage inspection Certificate once in
two year
10 BMC Neon Sign or Glow Sign Board
License.
11 BMC Pollution Clearance
Certificate-from
Environment Dept.
12 BMC Maharashtra State Weight &
Measurement Dept. Certificate and its
approval every Year as per the M.W.&
M Act1987 and MRP
13 BMC Rationing permission to obtain food
grains like Rava, Maida. Atta, Rice,
Sugar Etc.
14 BMC ESIC Certificate for the Shop
employing more than ten staff under
Govt of India ESIC Rule
50.51 and 1952
15 BMC Maintenance of Register of working
staff on daily basis and temporary
basis for the inspection
16 BMC Permission to operate more than two
cylinder of Gas at a time from
BMC,Health Dept.
17 BMC Permission from Electric supply
Companies to operate heavy machine
like Air Condition, Cooling
Plant,Grinder,etc (Dept. PWD)
18 BMC Permission & Certificate from
CFO fire department to operate
more than two gas cylinders in
hotel premises.
19 BMC Insurance of entire shop(hotel)
against natural
calamities,fire,theft,robbery or any
other damages(not mandatory but
advisable to do)
20 BMC Maintenance of Payment Register as
per Bonus Act a & B 1965(Annual
Returns in Form-D)
21 Employee Provident Provident Fund Registration if
Fund, Central Govt. number of employees is more
than twenty.

22 State Govt Professional Tax Certificate of

Employees.
23 State Govt Professional Tax Certificate for
Employer. Certificate for
Registration under Sub Sec.1 of Sec
5 MAH/L Tax on profession, Trade
and Employment Act, 1975.
24 Police Police Registration Certificate
25 Police License to keep place of Public
Entertainment by Bombay Police Act
26 Police Nokarnama
27 Sales Tax Sales Tax Registration Certificate
under Bombay Sales Tax under
Sec.22/22A-1059
28 Sales Tax Sales Tax Registration Certificate for
Permit Room on Monthly Return
basis Bombay Sales Tax Act98
29 Income Tax PAN for the said Hotel or Restaurant
Business from Income Tax Dept.
30 Central Govt The Indian Performing Right Society
Ltd. Govt of India. Copy Right Office
Dept. of Education form II D
31 Central Govt PPL (Phonographic Performance
License) for sound recorded music,
Royalty to the singer etc, u/s.33 (B)
of CRA 1957.
32 Central Govt FSSAI Licence issued by FDA
33 Excise Bank Guarantee Certificate for
opening new Permit Room in said
Hotel, equivalent to the existing
license fee on the date of issue.
34 Excise Nokarnama of each Employees
Certificate with Photograph. Form
F.L.XIV Rule 22(2) 49 40(2)
35 Excise Entertainment Tax Certificate and
approval from Collectors Dept,
Mumbai on Dance/Permit Room
conducting Dance.
36 Excise State Excise and Prohibition License
for Permit Room Renewal every year.
37 Excise Excise Account Register Brand wise
FLR 1/A
38 Excise Register Book FLR 3/A
39 Excise Excise Register: FLR6-Rule 15(b)
40 Excise Excise total Account Register on
FLR-3
41 Excise Excise Beer Register-Form Beer-A
42 Excise Monthly Statement of Excise Long
Book-Form FLR-4
43 Excise Excise officers Visit Book to be
endorsed on monthly basis.
 44 Excise Customers Drinking Permit- As per
Rule(FLR-
c) Rule 70-D.

Design the Restaurant

A large empty space quickly fills up when you start adding commercial
kitchens, walk-in refrigerators, a bar, rest rooms and waiting area. The
design of a restaurant should be a balance between aesthetics and seating
capacity, always keeping practicality in mind.

Plan a Restaurant Menu

A well-written restaurant menu should be both descriptive easy to read and

have a clear, uncluttered layout. A few things to avoid on a restaurant
menu include clip art and too many disclaimers.

POINTS CONSIDERED WHILE PLANNING THE MENU

Competition
Policy of the establishment
Customer
Operational aspect
Gastronomic standpoint
Nutritional aspects
Government regulation

COMPETITION
The team should be aware of the restaurants that equal its standard of
service in the area where it proposes to commerce business or is already
operating. It should make an effort to find out the following from its
(potential) competitors:
Hours of operation
Cuisine offered
 Menu choice available
Types of customer
Menu p[ricing
Portion size of the dish
Consumers opinion on the menu of the competitors
Time taken for service

POLICY OF THE ESTABLISHMENT

Return on investment
Operation hour
Types of operation
What to serve
Production process
Use of convenience products
Style of service
Types of menu

CUSTOMER
Eating habits
The amount they can spend on meals
Time available for eating
Age group

OPERATIONAL ASPECTS
Area available
Place of consumption
Skill level of staff
Equipment available
Ingredients available
Number of covers
Ease of maintaining consistency

GASTRONOMIC STANDPOINT
Colour
Texture
 Flavor and aroma
Sauces
Garnish
Foundation ingredient
Method of cooking

NUTRITIONAL ASPECTS
GOVERMENTAL REGULATIONS

Purchasing for Restaurant

Once you have your restaurant design down, you can start purchasing
commercial kitchen equipment and furniture for your dining room and
other areas in the front of the house. To save money, consider buying used
equipment, as well as leasing certain items. Commercial equipment with
the Energy Star logo can cost more at first, but usually pay for themselves
in as little as one year.

Hire Restaurant Staff

As you get closer to opening day you need to begin hiring for both
the kitchen and floor. Kitchen staff, wait staff and bartenders are all
integral parts of any restaurant, and you want to hire the perfect
person for each position.
Employee Training and Development
With the hiring process gets over, the new employee are now on the
payroll of the establishment. The newcomers needs to be introduced
to the people and be familiarized with the environment in which
they have to work. This is done through orientation or induction
program. Orientation is the guided adjustment of a new employee to
the organization, his or her work environment, job.
The orientation may take place through formal methods- using films
slide, demonstration and lecturers or informal methods.
 The following should be covered in an orientation:
A overview of:
Introduction to hospitality
1. Concept of restaurant business
2. Restaurant code of conducts
3. Restaurant policy, mission, goals and objectives
4. Terminology in restaurant

Basic requirement
1. Personal hygiene
2. Personal appearance
3. Basic hygiene
4. Behaviour and attitude
5. Etiquette and mannerism

Basic skills
1. Planning skill
2. Human related skill
3. Technical skill

Food and beverage service manual

1. Setting for service
2. Table setting
3. Place setting

Marketing of the Restaurant

Advertising is a must for most new restaurants. Supplement traditional

advertising, such as newspapers and radio ads, with new media. Dont
overlook the power of a good website for your restaurant. Use social
media sites, like Twitter, Myspace and Facebook, to spread the word about
your new place.
The purpose of business is to create and maintain satisfied profitable
customers. Customers are attracted and retain when their needs are met.
Not only do they return to the same hotel and restaurant but they also talk
favorably to the others about their satisfaction.
Some restaurant managers act as if todays profits are primary and
customer satisfaction is secondary. This attitude eventually sinks a firm as
it finds a fewer repeat customer and faces increasingly negative word of
mouth. Successful managers understand that the profits are the best seen as
the result of running a business well rather than its sole purpose. When a
business satisfies its customers the customer will pay a fair price for the
product. A fair price includes a profit for the firm. Manager who forever
try to maximize short run profits are the short selling, both the customer
and the company. Marketing is the art and science of finding, retaining and
growing profitable customers.
Model of marketing process

understand the marketplace and

customer needs and wants.

design a customer driven marketing

strategy

construct an integrated marketing

programme that delivers superior
value

build profitable business and create

a customer deligh

capture value from customers to

create cutomer, profit and equity
FIVE KEY PRINCIPLES OF RESTAURANT MARKETING

The key marketing principles that restaurant companies or owners must

employ to be successful hold true for fast food, casual dining or any other
type of restaurant. One must use these various marketing tactics
continuously to be successful. It is also imperative that one must maintain
a high degree of consistency in his/her offerings, which prevents him/her
from alienating his/her customers.

Target Audience
A target audience is the demographic group that a restaurant targets. Two
of the more important demographics for restaurants are age and income.
Determine the age or income group that finds your food, amenities and
ambience appealing. The best way to develop your customer profile is to
conduct surveys in your restaurant. Ask questions that measure your
customers satisfaction levels with various aspects of your business,
including food taste and value. Include a few questions at the end of the
survey that identify their age and income ranges. Your most satisfied
customers are likely to fall within the age and income groups of your
typical customer profile.

Branding
Quantified Marketing Group defines branding as "closing the gap between
what you promise and deliver." Branding pertains to your total offering,
including menu items, prices, atmosphere, decor and anything that sets you
apart from your competitors. It is this uniqueness that helps you acquire and
maintain loyal customers. Your branding must remain consistent, or you
risk alienating your core customer base. Establish your branding before
you open your restaurant.

Operations
Your restaurant branding and marketing can fail miserably if your
operations are lacking. Operations include elements such as food quality,
service, hospitality and cleanliness. Customers expect their food to be
served at the proper temperature, and they want to eat in a clean
environment. The best way to ensure superior operations is by properly
training your employees. Managers must ensure that employees know the
proper amount of ingredients to place in menu items. You also must have
enough staff members available to properly serve your customers.
 Promotions
Promotions include advertising and in-store marketing. Determine which
media sources are most likely to bring in new customers. Consider
advertising in coupon magazines, or distribute fliers in your area. In-store
marketing includes banners, posters, point-of-sale materials near the
register and costumes. Create a party atmosphere with streamers, confetti
and balloons if this is the ambience you want to project. Many restaurants
also have special events they promote every month or two; these may
include specials on meals or a movie ticket deal. Study the promotions
your competitors are running, and try to outdo them.

Retention
You gain additional restaurant sales either through repeat business or by
acquiring new customers. It costs seven to 10 times more to acquire
customers than retain them. Quantified Marketing Group reports, so you
must have a retention marketing plan in place. Focus your marketing
efforts on your best customers or the ones who visit your restaurant more
frequently. They are the ones driving your business success, so reward
them with coupons and special deals each month.
Environmental influences on restaurant

Macro-environment

Political
regulatory Environmental

Competitors
Micro-environment
Competitors
Intermediaries Employees

Hospitality
organization

Publics Suppliers
Customers

Consumers
Economic

Socio-cultural
Different Types Of Food and Beverage Service Styles in a
Restaurant

Food service defines those businesses, institutions, and companies

responsible for any meal prepared outside the home. This industry includes
restaurants, school and hospital cafeterias, catering operations, and many
other formats.
The companies that supply foodservice operators are called foodservice
distributors. Foodservice distributors sell goods like small wares (kitchen
utensils) and foods. Some companies manufacture products in both
consumer and foodservice versions. The consumer version usually comes
in individual-sized packages with elaborate label design for retail sale. The
foodservice version is packaged m a much larger industrial size and often
lacks the colorful label designs of the consumer version.

Table Service
Table service is food service served to the customer's table by waiters and
waitresses, also known as "servers". Table service is common in most
restaurants, while for some fast food restaurants counter service is the
common form. For pubs and bars, counter service is the norm in the
United Kingdom. With table service, the customer generally pays at the
end of meal. Various methods of table service can be provided. See, for
instance, silver service.
 Gueridon Service
Gueridon service is a form of food service provided by restaurants to their
customers. This type of service encompasses preparing food (primarily
salads, main dishes such as beef stroganoff, or desserts) in direct view of
the guests, using a "gueridon". A gueridon typically consists of a trolley
that is equipped to prepare, cook and serve food. There is a gas hob,
chopping board, cutlery drawer, cold store (depending on the trolley type)
and general working area.

How to Price the Restaurant Menu

Writing the menu is the fun part of opening a new restaurant. You can play
around with terms and pair different foods together to see what looks good
together. However a designing a restaurant menu can be rather
complicated and hard to understand at times. For example, how do you
know what to charge in order to make a profit? Food cost and portion
control are two ways to help price your menu correctly, but be careful not
to price yourself out the local menu. Another way to ensure a profit is to
create a balance of expensive and inexpensive items.
RESTAURANT MANAGEMENT

Restaurant management is the profession of managing a restaurant.

Associate, bachelor, and graduate degree programs are offered in
restaurant management by community colleges, junior colleges, and some
universities in the India.
RESPONSIBILITY

Administration

The Owner (or proprietor) is the person responsible for the business in
general.
The General Manager or Operations Manager (may also be called the
Managing Partner if he owns a stake in the business) is the person who
operates the restaurant for the owner.
The Assistant Manager or Administrative Assistant (if there) manages the
office and business aspect of the restaurant, is responsible for Human
Resources (including payroll), financial and taxation documentation, and
all record management.
The Host (or greeter) also awaits in the front.

Front-of-the-House management

The Maitre d'hotel (or Manager) is entirely responsible for all front-of-the-
house operations, manages staff who give services to customers and
allocate the duties of ^opening and closing the restaurant. He or she is
responsible for making sure his or her staff is following the service
standards and health and safety regulations. He or she is the most
important person in the front-of-the-house environment, since it is up to
him or her to motivate the staff and give them job satisfaction. He or she
looks after and guides the personal well-being of the staff, since it makes
the work force stronger and more profitable, and works with other
executive management officers such as the Executive Chef and the Owner.
The Beverage manager or the bar manager or the bartender is responsible
for all the beverage, beverage service and bar operations of a restaurant.
 Back-of-the house management

The chef de cuisine usually manages the kitchen staff working in the
kitchen.
The kitchen is often referred to as the heart of the restaurant. They create
menu and specials as well as order the products needed for the menu
recipes. Managing the kitchen staff helps to control foot timing, quality
and cost. Kitchen management involves most importantly cost control and
budgeting.

THEME RESTAURANTS

Theme restaurants are restaurants in which the concept of the restaurant

takes priority over everything else, influencing the architecture, food,
music, and overall 'feel' of the restaurant. The food usually takes a
backseat to the presentation of the theme, and these restaurants attract
customers solely on the premise of the theme itself.

Creative as well culinary expertise is needed for successful functioning of

such an establishment. Establishments like these are usually located at
tourist hotspots. These type of restaurants require a lot of investment and a
lot of costs are also involved to maintain such establishments.
Theme restaurants have an instantly recognizable, easily articulable
concept that can be summed up in a few words at most with an almost
cartoonish exaggeration of an idea.

The popular Rainforest Cafe restaurants have the obvious theme of a

"Tropical Rainforest". Medieval Times has its theme of "Medieval
Europe". The Jekyll & Hyde Club evokes an atmosphere of Jack the
Ripper and Victorian horror novels. Some theme restaurants use
controversial images, contexts, or ideas. The most notorious of them was
Hitler's Cross, in Mumbai, India which was renamed to Cross Cafe in
August 2006.
BIRTH OF THEME RESTAURANTS

Credit for the development of the first theme restaurants goes to Paris
cafes and cabarets which opened in Montmartre in the later nineteenth
century. They were primarily drinking spots rather than full-scale
restaurants but they served food also. Like American theme restaurants
today they were built around a concept and created an environment which
appeared to be something other than a mere eating and drinking place.
In their early years these artistic cafes had a counter-cultural impetus that
in some cases celebrated the revolutionary Paris Commune of 1871 which
had been rooted in Montmartre.
That was particularly true of the Cafe du Bagne (Cafe of the Penitentiary)
established in 1885 by Maxime Lisboruie (shown with waiters), a member
of the Commune long exiled in a South Pacific penal colony. Posters on
the wall of his cafe, which replicated a prison eating hall, hailed Commune
heroes. Waiters were dressed as real convicts but with fake balls and
chains. The place caused an instant sensation when it opened, with patrons
lining up outside to get in. Possessed of a socialistic mission, Lisbonne
posted a sign in announcing a free breakfast for the poor residents of
Montmartre: Come, and eat your fill, your appetite sharpened by the
knowledge that it was from their [the capitalists] coffers the money was
extracted.'
The Chateau dlf of the 1880s, possibly an imitator of the Cafe du Bagne,
was designed to resemble the prison by the same name in Dumass The
Count of Monte Cristo. Outside it had an imitation drawbridge which
stretched from the street to a large oak door, while inside were cells and
dungeons. The LAbbaye de Theleme, with a medieval theme, dressed its
servers as monks and nuns.
LIST OF FAMOUS THEMED RESTAURANTS IN WORLD

Ice Restaurant, UAE

Devil Island Prison Restaurant, China

A380 In-Flight Kitchen, Taiwan

Underwater Restaurant, Maldives

Ninja New York, United States

Five crowns-English Tudor Corona del mar, CA.

Atmosphere, UAE

Jonny Rockets 1950s dinner

Hard Rock Caf Rock Music

Apple Farm inn- Mill House, San Louis Obispo

SOME THEMED RESTAURANTS IN INDIA

Hijackk Cafe, Ahmedabad

Taste of Darkness, Hyderabad

Tihar food court, Delhi

New lucky Restaurant, Ahmedabad

Veli Lake Floating Restaurant, Trivandrum

The Bar Stock Exchange, Mumbai

Social Offline, Delhi

Firangi Dhaba, Mumbai

Nature Toilet Cafe, Ahmedabad

Gufha, Bengaluru

Chor Bizarre, Delhi

Silver Metro, Bengaluru

The Black Pearl, Bengaluru

FACTORS AFFECTING SUCCESS OF A THEMED
RESTAURANTS

A theme is just a business concept until it has a quality menu and tightly
run operations to go with it. A unique theme may attract a few tourists if it
gamers enough press, but for most restaurants, a theme alone will never
attract loyal customers unless the food and service are up to par. Sure, if
you have enough money to build an amazing design and offer flashy
entertainment, you can serve bad food and still be successful. But you
should not try to open a theme restaurant without first developing a tasty
menu and carefully planning every aspect of your operation. Because of
the element of entertainment you are offering, you can price the food
higher. But if the food is inedible and the service is mediocre, it will
completely undermine your flashy facade:
Case in point, The Fashion Cafe. This fashion-themed restaurant seemed
to have everything going for it: supermodel spokeswomen like Naomi
Campbell and Elle McPherson, a lavish decor including a full runway, and
a ton of press to bolster its opening. However, the owners failed to plan the
most essential aspects: the day-to-day operations and the quality of the
food. After news of the poor service and food spread, several of the
restaurants locations were closed, and within a year of opening, the
restaurants London outlet was already considering filing for bankruptcy.

FACTORS TO BE CONSIDERED WHILE SELECTING A THEME

AND LOCATION FOR THE RESTAURANT

When choosing your theme and the location for your restaurant, you
should keep in mind the following:

Carefully consider the location. Make sure that there is a market that will
be receptive to your concept. For example, a cowboy-themed restaurant
might flop in Boston, but flourish in Dallas, where tourists expect it.
However, marketability is not always as obvious as it seems. A poker-
themed restaurant might do just as well in the Midwest as it would in Las
Vegas, because the Midwest locals would consider it a novelty. In general,
the best location will offer an ideal market for attracting both tourists and
locals, so be sure to analyze both local tastes and behaviors as well as
tourist trends in any given area.
 Make it unique. A one-of-a-kind theme will bring tourists to your
restaurant. Planet Hollywood and Hard Rock Cafe, two well-known
theme restaurant chains, are slowly waning in popularity, partly because
their themes are no longer unique enough to attract business. Consider
creating a theme that is sure to attract a cult following. For example, a
Star Trek themed restaurant in Las Vegas and a haunted Jekyll and Hyde
themed restaurant and bar in New York City have both done very well at
attracting their respective target markets.

Try to get press. In order for tourists to learn about your theme
restaurant, you will need to get some press. The best way to do this is to
create a controversial theme that goes against the grain. For example, a
great quantity of press has gone into covering Marlon, a toilet-themed
restaurant in Taipei, where customers sit on toilet seats and all food is
served in dishes meant to resemble mini toilet bowls and urinals. As
another example, the Heart Attack Grill in Tempe, Arizona, offers
fattening, heart-unhealthy food served by naughty ' nurses. The theme
outraged local health workers, but the press created by the controversy
actually attracted more business.
Once you know what your theme is and what city you will operate in, you
should plan to put your theme restaurant in a high-traffic area. Chances
are, your rare concept will attract tourists as well as locals. Make sure you
put it in a tourist hub to capitalize on that segment of the market.

ELEMENTS INTO WHICH THE THEME MUST BE

INCORPORATED

Menu Items While many successful theme restaurants offer standard

cuisine, if you can, choose menu hems that reflect your theme
instead. For example, the Heart Attack Grill serves food that could
cause a heart attack. The most popular dish at Marton, the toilet-
themed restaurant in Taiwan, is the chocolate ice cream served in
their toilet-shaped dishes. While the obvious resemblance may seem
unappetizing, the ice cream is not, and it has gained a loyal
following from the locals and created a buzz that has inched interest
from tourists from around the world.

Restaurant design. Make sure your interior and exterior restaurant

design - including colors, graphics, decorations and architecture -
matches your overall theme. For example, tiki bars, some of the
 most popular theme restaurants to spread across the world, are
generally decorated with palm trees, painted masks and grass skirts.
Medieval Times, a middle-ages-themed restaurant in North America,
designs its restaurants to resemble 11th Century Spanish castles.

Music and sounds. Chances are, you can incorporate music and
sound into your theme. Rainforest Cafe soothes its diners with a
constant background of rainforest sounds, such as raindrops falling
and chirping birds. A horror-themed cafe could play spooky
Theremin music with screams and groans for sound effects. A
futuristic-themed restaurant could play sci fi and electronica music
for a full futuristic effect.
Lighting. Tying in your lighting with your theme will create a mood
to improve the overall thematic consistency of your restaurant. For
example, if you run a vampire-themed restaurant, you could use low,
red lighting to create a vampiric atmosphere. Some restaurants, such
as the Whale inside Dark Restaurant in Beijing, offer pitch black
lighting as their central theme. Servers are either blind and capable
of moving in the dark, or they wear night-vision goggles. The lack of
visual sensation is supposed to strengthen and alter the diners'
perception of taste.

Restaurant staff. Make sure your employees' uniforms and demeanor

reflect your theme, too. For example. Ninja New York, a Japanese
theme restaurant, dresses its servers in black and trains them to move
like ninjas. If you run a cowboy themed restaurant, you could train
your servers to square dance and talk in a southern accent. Whatever
theme you have, your wait staff should be one of the main sources of
entertainment for your guests, so be sure to hire servers who are also
good performers. You can even write a script for them.

Culinary style. While they are not a necessity, themed culinary

techniques can improve the consistency of your theme restaurant's
concept. For example, if you run a pill green-themed restaurant near
Plymouth Rock, you could chum your own butter and use a mortar
and pestle to prep your food instead of a food processor. Or If you
run a pyrotechnics-themed restaurant, use as much flame as possible
in your cooking, and design an exhibition kitchen.
REFERENCES

Menu Pricing and Strategy by Van Nostrand Rein Hold.

International Journal of Hospitality Tourism and Administration
by David L.
Food and Beverage Service by R. Singaravelavan
The Restaurant From concept to Operation- by Donald E.
Lundberg and Walker.
Marketing for Hospitality and tourism Industry by Philip Kotler.