Ninety percent of all restaurants fail, and those that succeed happened upon that mysterious X factor, right? Wrong! A man of many hats: money-guy, restaurant owner, and restaurant consultant-Roger Fields shows how a restaurant can survive its first year, based on far more than luck, and keep diners coming back for many years to come. Featuring real-life restaurant start-up stories (including some of the author's own), this comprehensive how-to walks readers through the logistics of opening a restaurant: creating the concept, choosing a location, designing the menu, establishing ambiance, hiring staff, and, most important, turning a profit. Opening a restaurant isn't easy, but this realistic dreamer's guide helps set the table for lasting success.
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* A one-stop guide to opening a restaurant from a successful accountant-turned-restaurateur.
* Includes real-life stories from the author's experiences opening four different restaurants, as well as from thriving restaurateurs around the country.
* Walks readers through all logistics of opening a restaurant: creating a concept, choosing a location, designing a menu, establishing an ambiance, staffing, and turning a profit.
After ten years as a certified public accountant, Roger Fields stopped counting beans and started cooking them. He owned two successful restaurants in New York City before moving to the San Francisco Bay Area. Also a restaurant consultant, Roger is in the process of opening his third restaurant.
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