158.Управление рестораном. 3-е изд. Учебник. Гриф УМЦ Профессиональный учебник. (Серия Зарубежный учебник) PDF

Copyright & A K-C
Copyright & A K-C
Copyright & A K-C
RESTAURANT MANAGEMENT
Customers, Operations,
and Employees
Third Edition
Robert Christie Mill

School of Hotel, Restaurant, and Tourism Management
Daniels College of Business
University of Denver
Upper Saddle River, New Jersey 07458
Copyright & A K-C

-

,
- ,
( ),
,
2012
Copyright & A K-C
[005:640.432](075.8)
65.431.14-2173-1
60
.. ,
, , ,

..
60
, .
: ,
- , ( ), , / .. ; . .
3- . .: -, 2012. 535 . (
).
ISBN 0-13-113690-9 (.)
ISBN 978-5-238-01589-7 (.)
, , .
, -. , , ; , , ;
.
;
; , , .
.

.

.
.
.
65.431.14-2173-1
ISBN 0-13-113690-9 (.)

ISBN 978-5-238-01589-7 (.)
Authorized translation from the English language edition, entitled RESTAURANT MANAGEMENT: CUSTOMERS,
OPERATIONS AND EMPLOYEES, 3rd Edition, ISBN 0131136909, by MILL, ROBERT CHRISTIE, published by
Pearson Education, Inc, publishing as Prentice Hall, Copyright 2007, 2001, 1998 by Pearson Education, Inc., Upper
Saddle River, New Jersey 07458. Pearson Prentice Hall.
All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or
mechanical, including photocopying, recording or by any information storage retrieval system, without permission from
Pearson Education, Inc. RUSSIAN language edition published by UNITY-DANA PUBLISHER, Copyright 2009.
RESTAURANT MANAGEMENT: CUSTOMERS, OPERATIONS
AND EMPLOYEES, 3- ., ISBN 0131136909 ,
Pearson Education Inc., Prentice Hall, Copyright 2007
by Pearson Education, Inc., Upper Saddle River, New Jersey, 07458. .
/ Pearson
Education Inc. -, 2009.
-, , , 2009
.
- ,
-, .
Copyright & A K-C
XV
XVII

,

-/

-

1
2
4
6
8
8
9
10
12
14
14
17
18
18
19
20
20
21
21
23
25
26
28
28
29
29
29
33
33
Copyright & A K-C
VI
2 :

-
:
:
, ,
3

-

34
34
36
36
36
38
38
39
39
41
41
49
50
51
53
60
60
61
61
63
64
64
70
74
79
81
87
90
90
91
91
92
92
93
99
99
99
Copyright & A K-C
VII

()

PR
( )
PR-
-

100
102
102
102
104
105
106
107
108
109
110
110
114
115
115
115
119
123
123
123
124
125
126
127
131
131
132
132
134
135
135
137
141
141
142
143
144
145
Copyright & A K-C
VIII

()

-

6

?
-
145
146
146
147
148
151
151
151
151
153
157
157
157
158
158
161
161
163
164
165
167
168
168
172
172
173
173
175
175
177
178
180
180
182
184
198
205
207
208
Copyright & A K-C
IX
7 :

:
:

:

:

8 :

209
209
210
212
213
217
219
220
223
224
227
230
230
231
231
237
241
241
243
244
245
247
248
253
254
254
255
255
255
255
256
258
260
262
262
262
263
264
Copyright & A K-C
9 :
,

,

264
267
267
268
268
268
270
270
272
273
276
277
277
278
280
280
282
282
283
284
284
285
285
289
290
291
292
292
296
297
297
298
299
300
300
303
303
304
310
310
Copyright & A K-C
XI
,

-
10

-
10.1
11

:

:

314
316
317
318
319
319
320
322
323
323
327
329
329
329
332
332
334
335
338
338
339
341
342
344
344
345
349
349
350
350
352
353
356
357
358
362
367
367
Copyright & A K-C
XII
()
12

: !

:

HR-

HR-

-
370
370
371
372
372
378
378
382
383
383
384
387
388
389
389
390
391
394
394
397
398
398
401
401
402
404
405
406
406
412
416
418
418
419
419
419
424
Copyright & A K-C
XIII
13

14

425
425
427
431
431
432
434
435
437
437
438
439
439
439
440
440
441
441
441
441
442
442
444
444
447
448
449
449
450
456
457
457
458
458
460
467
468
471
473
475
Copyright & A K-C
XIV

15 :

:
480
486
486
489
492
493
498
499
499
500
500
501
503
504
506
506
506
506
508
508
516
517
Copyright & A K-C
,
( ), . ,
,
(), The Meal Experience, .. , , : ,
( ,
) .
,
. , ,
.
1 , ,
.
26
, . 2, ,
, . 3 ,
, ,
. 4 , . 5
; , . ,
, , , , 6. ,
, , ,
.
711
. , 7 , , , . ,
, , . 8

Copyright & A K-C
XVI
.
, , ,
, ,
. 9 , , .
, - ,
10. , , , .
. ( 11)
, .
. , 12
, . , ,
,
. 13 , ,
. , . 14
.
,
.
( 15) ,
, , ,
.
. , , ,
, , .
, ,
,
, , . , , , , .
Copyright & A K-C
XVII
, ,
,
(the meal experience).

Prentice Hall. ,
, , Pine Tree Composition.
, , ,
, , . :
, Clemson University; .. , Pellissippi State Technical
College; . , University of North Texas; , Scottsdale
Community College.
, ,

,
,
, . ,
. , , .
, , , .

Copyright & A K-C
Copyright & A K-C
,
, .
, ,

, :
1
, -
Copyright & A K-C
1.1
: Miya
Miya - ( ), ( ), , , , ,
,
. - , . .
, , , , .
, ,
, .

. -, ,
, Miya ,
.
: Lyness, Stephanie, Dining: A Year of Standouts Worth the Trip,
New York Times, January 9, 2005.
. , ? ,
.

1.
900 . ; ,
2010 . 1 .
12,2 .,
10% . ,
, . 2010 . 13 .
.

1 .
Copyright & A K-C
4,2 ,
218 .
1955 .
25% , 2005 . 47%, 2010 .,
, 53%.
2005 .
477 .,
36%,
( ) 28%.
2.

, 2005 .
2005
(
,
.)
I

,
-
,

,

,

()
,

,

I
164,8
134,2
2,5
5,3
16,9
326,4
15,2
341,8
6,6
2,2
3,8
9,0
4,1
1,8
4,2
31,6
24,8
0,39
25,2
22
5,6
0,87
9,8
436,9
Copyright & A K-C
2005
(
,
.)
II

, -

II
I II
0,62
5,1
5,3
1,5
12,5
6,2
4,3
1,6
37,1
474
III
(
)
-
III

1,2
0,56
1,8
475,8
1.1

?

, , . , ,
. . (National Restaurant Association
NRA)
3.
NRA
4.

.
Copyright & A K-C

. 25%
, ,
20% .
,
. , 40%
,
. , ,
.
20% .
,
. 12%
. .
,
. 40% - , .
,
. 80% , ( casual dining).
60% -
, ,
.
40% ( ) , - * . 25% , ,
-.
;
, , .
, , , .
1990- , .
.

;
; ; , .
* Valet parking -
, , , . . .
Copyright & A K-C

, .. ,
? .
, , , ., , .
5:
, ;
;
;
;
;
;
, , .
,
, ,
, .

, CBS, NBC
Fox, Newsweek, Time U.S. News
& World Report, ,
Chicago Tribune, Los Angeles Times, New York Times, Wall Street Journal Washington
Post.
, . , Wall Street Journal USA Today, . ,
. Wall
Street Journal, , ,
, , , .
,
Demograpgy, Science News, Utne Reader.
1.2

. ,
.

. 2005 ., NRA, ( 900 . )
475,8 ., 5%- .
Copyright & A K-C
7
? ?
:
,
.
, , . , .
, , , ,
. , , ,
.
, .
, Nations Restaurant News:
, , !
, ; , , . , , .

?
,
, .
: Slavens, Roger, How to Reach Restaurants, BtoB, January 17, 2005,
vol. 90, no. 1, p. 18.
. , ?
Copyright & A K-C

,
6.

, .
,
. ,
,
. , , , .
75% .
25% , , .

, , .
:
() ;
( );
;
( );
Copyright & A K-C
;
(dinner houses);
.
, , . ,
,
,
, , .
/
() ;
( );
;
( );
;
(dinner house)
.
/ .

.
. , .. , , , , . ,
, .
,
,
.
,
.

. . , ,
: , .
.
.
,
.
, ,
. , , .
, ,
. , , , ,
(brunch breakfast lunch).
Copyright & A K-C
10
, ,
, . , , .
, ,
. , , , . ,
, . ,
, .
/
() ;
( );
;
( );
;
;
.
/ .
, , ,
. , , , , ,
, .
, ..
, .
,
.
,
( ). ( , )
(, .) . , , .. , . ,
(, ),
.

. ,
.
. .
Copyright & A K-C
11
1.3

. , .
, : . , : .
, (
)
, .
,
. . , ? .
70
, ,
.

. ,
,
.
, , .
1990-
. ,
.
.
, ,
, . ,

.
: Mellgren, James, Restaurant Trends a Menu for Success Gourmet
Retailer, January 2005, vol. 26, no. 1, pp. 8288.
.
?
, ,
.
,
,
. -
Copyright & A K-C
12
. ,

.
.
. , ,
,
. , .
, .
, , , . , .
, ,
, -. ,
.
, , .
,
. ,
, , .
.
, , . , , - .
, ,
. ,
, : , ,
-.
. , , ,
-
( ).
, , , . , ,
, - , , , .
Copyright & A K-C
13
: la
carte, table dhte, . la carte , , ,
. table dhte
, , ,
. , , ,
. la carte , , , ; .
table dhte , , ( )
,
( , , ). , , , , . , , , ,
, , , .
:
,
.
,
. ,
.
. ,
, , , . , .
. , , , , .
,
,
. .
,
. ,
- . - , ,
, . , . , .
,
.
Copyright & A K-C
14
1.2
?
() , 1802 .
(b) , 1765 .
(c) 1621 .
: Hickok, Allan F. and Lana E. Lazarus, Restaurant Industry Review, U.S. Bancorp Piper Jaffray Equity Research, March 2003, pp. 5455.

171,26 7. 36% , 2005 .
475 . 8:

, %
41
15
11
7
6
6
3
3
2
2
1
1
.
100.
,
40% .
, - . ,
. ,
, ,
, ,
( McDonalds). -
Copyright & A K-C
15
, : -
, , .
, ,
,
.
1997 . McDonalds,
Teeny Beanie Babies, . : ? :
, McDonalds . ,
, McDonalds .
, , , .
-
?

.
,
. , Burger King
,
. McDonalds

. , . , , , , ,
. : .
18 , ,
(TOP 100), 9:
, %
McDonalds
35
Burger King
11
Wendys
11
Subway
Taco Bell
Copyright & A K-C
16
1.4
:

, , , ,
, , .
, , ,
.
, .
1. . : , , ; ,
- , , .
2. . , .
3. .
, . .
, , , , - .
4. . ,
, .
, .
5. . , ,
.
.
, --,
.
6. .
, , . , . , .
.
7. . , .
. , .
Copyright & A K-C
17
8. .
,
, , - .
9. .
, ,
. ,
, , ,
.
10. .
, ,
.
: Murak, Gerry, Turnaround with Help from Your Staff, Restaurant
Hospitality, July 2004, vol. 88, no. 7, pp. 6871.
.
,
?

TOP100 22
9 . , 3,4
.
.
. , Benningans Irish haystack
,
. , California Kitchen,
.
, , .
.
, Applebees, , , Chevys, , .

10:
Copyright & A K-C
18
, %
Applebees Neighborhood Bar & Grill
15
Chilis Grill & Bar
11
Outback Steakhouse
10
Red Lobster
Olive Garden

14 , TOP100,
45 . . , , ,
-
.
,
. , , . , T.G.I. Fridays
Wolfgang Puck, .

. .
11:
, %
Aramark Global Food/Leisure Services
29
Canteen Services
10
Sodexho Healthcare Services
Sodexho Campus Services
Sodexho Corporate Services
TOP100 19 . ; 733 . .
,
. -
Copyright & A K-C
19
, ,
, , .
, .
,
. ,
.
, .
- , ,
-, , , - , ,
- .
12:
, %
Pizza Hut
42
Dominos Pizza
26
Papa Johns Pizza
14
Little Caesars Pizza
10
Chuck E. Cheeses

, TOP100, 7 .
, 1,6 . .

.
, .
.
13:
, %
Dennys
22
IHOP/International House of Pancakes
19
Cracker Barrel Old Country Store
16
Bob Evans Restaurants
10
Waffle House
Copyright & A K-C
20
,
10 697 , 1 . . 14:
, %
KFC
49
Chick-fil-A
17
Popeyes Chicken & Biscuits
13
Churchs Chicken
Boston Market

TOP100 , 4 .
2,9 . . , ,
: , , , , . - ,
,
. - , , - .
, .
15:
, %
Marriott Hotels, Resorts, and Suites
22
Hilton Hotels
19
Sheraton Hotels
17
Holiday Inns
12
Radisson
11
Copyright & A K-C
21
-/
TOP100 -/.
1000 , 2,2 . ,
. TOP100 -
, .
16:
, %
Golden Corral
51
Ryans Family Steak House
29
Ponderosa Steakhouse
20

,
.
, , , 17:
;
;
;
;
;
;
.
, ,
18.
= .
, ,
.
, , , .
. -
Copyright & A K-C
22
, , ,
. , .
1.5

. .
.
, . , , . -
.
2003 .
1,4 . 2000 . 4,9 3,8%, .
,
, , .
McDonalds
Corporation ,
.

. ,
McDonalds .
, 32% . 30,3% - 27,3%.
: DataMonitor, Restaurant Industry Profile: Global, May 2004, pp.
118.
. ,
? ?
Copyright & A K-C
23

2005 ., 1 :
In-n-Out Burger
Red Lobster Sweet
Tomatoes
/
Outback Steakhouse
Chipotle
Chik-fil-A
Cracker Barrel P.F. Changs China Bistro casu
al-
Jasons Deli
Starbucks /
Cold Stone Creamery Papa Murphys

Carrabbas Italian Grill .
: Cholewinski, Peter. Restaurant & Institutions. August 2005. http //
www.foodservice411.com/rimag/archives/2005/08c/chain-restaurants.asp?dt=1. 2005.

.
,
2004 . , , ,
.
,
15 . ; , 1524,99 .
; , 25 . ; D , , .
82
18
100
78
22
100
71
29
100
85
15
100
34
30
37
28
34
30
30
29
Copyright & A K-C
24

/
(
)

33
67
34
65
33
67
30
69
34
34
32
33
0,3
0,4
/()
0,2
0,2
0,4
60
60
62
60
0,3
0,3
0,3
0,6
5,5
/
*

* .
: Restaurant Industry Operations Report, 2005 (Washington, Deloitte & Touche and the National Restaurant Association, 2005), pp. 29, 57, 85, 113.
, ? , ,
. , , , .
.
, .
. ,
.
Copyright & A K-C
25
, .
. 2005 . Cereality (
), .
,
( 30) ( 40).
, .
,
, (),
, ..
, , http://www. cereality. com/
.
: http: //www. cereality. com/comp. php. (30 2005 .).

.
,
. , .
. , . : ,
. , , .
.
, .
,
, .
,
, ,
.
,
. .
,
. :
. ,
Copyright & A K-C
26

.

.
, . , , , . . ,
.

, ,
. .
;
. ,
, , , , . : ,
, ,
, ,
, .
, , .

. .
, . ,
.

.
( , .) (, .). ,
, , . NRA, . ,
, -
Copyright & A K-C
27
.
10 20% , 36% 19.
.
: Nations Restaurant News, October 9,
1995, p. 118.
, , . ,
.
,
,
. . : , .

.
, . ,
, ,
, ,
. :
, ,
. ,
. ,
, , ,
. ( , , ,
. , . . 1.1).
Copyright & A K-C
28
/, .
/, .
, . , , , . ,
,
. ,
. , , , ,
, .
()

(b)

. 1.1

, , ,
.
.

60% . , , ,
,
.
Copyright & A K-C
29

.
, ,
, . , , , , , .

,
. , , , ,
, , . .
, , . , .

.
20.

150200%, 50%.
200% , , , .
:
1990 .
11,3 ., 2010 . , , 6 . 21.

.
,
. : ,
, , , .. , .

.
Copyright & A K-C
30
1.6
,
?
. , .
, .
, 90% .
.

.
, , 5761%.
.
? , . , -
Cheesecake Factory, ,
:
, , .
, ,
, ,
.
: 65- ,
, , .. , , , , , .
, , , .
,
Adega Restaurant & Wine Bar (),
. , , , . ,
,
.
, . , .
: Sanson, Michael, The 90% Restaurant First-Year Failure Rate Is a
Myth, Restaurant Hospitality, November 2003, vol. 87, no. 11, p. 8. Walkup, Carolyn,
Newcomers Have No Reservations About Plans of Success, Nations Restaurant News,
August 12, 2002, vol. 36, no. 32, pp. 20, 103. Watson, Dave and Karousos, George,
The Failure Rate Is Bogus, Restaurant Hospitality, January 2004, vol. 88, no. 1, p. 10.
. , (-: ,
) ( , )? ?
Copyright & A K-C
31
75% - , .
, , .
1.7
:
,
. , , , .
, , ,
. . , , ,
,
; , . , ? . .
(Henry Adaniya), Trio ( ), Trio Atelier.
Trio
, -,
. , ,
, James Beard Award
, , Trio . Trio Atelier.
, .
, Trio Trio Atelier,

. .
: Editors, Trendinista, Restaurant Hospitality, September 2004, vol.
88, no. 9, p. 34. Walkup, Carolyn, Adaniya Loosens Up with Rebirth of Former
Fine-Dining Eatery, Nations Restaurant News: October 4, 2004, vol. 38, no. 40,
p. 28.
. , ,
,
?
Copyright & A K-C
32
, ,
. , , ,
, . .
, , , . , , , , . , .
. 6.
1. Allan F. Hickok and Lana E. Lazarus, Restaurant Industry Review, U.S. Bancorp Piper
Jaffray Equity Research, March 2003, p. 9.
2. National Restaurant Association, 2005 Restaurant Industry Forecast (Washington, DC:
National Restaurant Association, 2005), p. 2.
3. . NRA www.restaurant.org, .
4. National Restaurant Association, Tableservice Restaurant Trends, 2005 (Washington,
DC: national Restaurant Association, 2005), pp. 34.
5. Claire D. Schmelzer and James R. Lang, Networking and Information Sources of
Independent Restaurateurs, Hospitality Research Journal, vol. 14, no 2, 1990, pp.
327338.
6. Donald E. Lundberg, The Restaurant: From Concept to Operation (New York: John
Wiley & Sons, 1985), pp. 1822.
7. NRN Top 100, Nations Restaurant news, vol. 39, no. 26, June 27, 2005.
8. Ibid., . 152.
9. Ibid., . 98.
10. Ibid., . 106.
11. Ibid., . 114.
12. Ibid., . 118.
13. Ibid., . 132.
14. Ibid., . 140.
15. Ibid., . 150.
16. Francis A. Kwansa and H.G. Parsa, Business Failure Analysis, Hospitality Research
Journal, vol. 14, no. 2, 1990, pp. 2334.
17. Lewis J. Minor and Ronald F. Cichy, Foodservice Systems Management (Westport, CT:
AVI Publishing Company, 1984), pp. 1823.
18. Robert Christie Mill, Managing for Productivity in the Hospitality Industry (New York:
Van Nostrand Reinhold, 1898), p. 53.
Copyright & A K-C
33
19. Alan F. Hickok and Lana E. Lazarus, Restaurant Industry Review, U.S. Bancorp Piper
Jaffray Equity Research, March 2003, pp. 67.
20. Ibid., p. 22.
-
National Restaurant Association
U.S. Chamber of Commerce
Nations Restaurant News
Food Franchise
Pizza Hut
Applebees Neighborhood Grill & Bar
McDonalds
Marriott Hotels
http://www.restaurant.org/
http://www.uschamber.com/
http://www.nrn.com/
http://www.foodfranchise.com/
http://www.pizzahut.com/
http://www.applebees.com/
http://www.mcdonalds.com/
http://www.marriott.com/

1.1 Ordinaire Ordinator , (.)
, ,
.
1.2 , 1765 .
Copyright & A K-C
,
.
, - Maxwells Plum

, :
1 ,
2 , -, ,
3 ,
,

4 , , 1996, 2002 2005 .,

Copyright & A K-C
2.1
:

, , ,
. ,
,
, . :
, , .
-
. , - , , .
.
.
, . Healthcare Support
Services , ,
, .
. .
,
Aramark,
.
Healthcare Support Services
World Class Patient Service,
.
, ,
, , ,
, .
Design Solutions Culinary
Solutions Healthcare Support Services
(
), .
Aramark , ,
.
35
Copyright & A K-C
36
/ . ,
, ,
(, , .). , .
: Berta, Dina, Hospital Corner: Flavorful Food the Rx for Success in
Health are Dining. Nations Restaurants News, vol. 37, no. 33, August 18, 2003,
pp. 66, 68.
.
/ ?
, , , . , , , ,
. , ,
. ,
(. . 3).

,
.
: (.. , ), (. . 2.1).

(), , , , , . , , , .
, ,
Copyright & A K-C
37
, .
.
. 2.1
, .
. : , , . , . , - , ,
. , , . , ( ). ,
, .
. ,
. (, , ), ,
.
, , .
,
,
. , ,
,
.

McDonalds. ,
, , ,
. McDonalds
. -
Copyright & A K-C
38
, ,
. ,
, ,
. McDonalds, , .
, McDonalds
, .
2.1
restaurant?
()
(b)
(c) ( )

,
. , , ,
, ,
- , , . , ,
.

, .
, , , . , , ,
, . ,
. ,
, . , . :
.
,
.
,
Wendys,
,
.
, .. ;
; , . -
Copyright & A K-C
39
, ,
.
1
, , * . , 30. ,
.
-
1960- , , , ,
, -. .

, , (cool-hunter ) -, , ,
, 510 .
, -, , , *
(early adopters) , . . .
Copyright & A K-C
40
, - -.
- (
)
, (urban pioneers) 1830- . , . , .
2.2

. ,
.
, . . , .

/
-

: Journal of Business & Management, Summer 2003, vol. 9, issue 3, pp. 249, 22p.
. ,
, , ?
Copyright & A K-C
41
:
- . ,
. , -
Asia de Cuba (
) , , . .
,
, , , , .
(customiration), .. ,
.
, .
. , , , .
,
. , , ,
. .
:
,
2:
(1) -;
(2) ;
(3) ;
(4) 25 .
- .
,
. -,
.
,
, . , . -
Copyright & A K-C
42

, , .
3:
10 . ;
6 . 65- ;
2010 . 65- 9 . ;

50 .
50 26% 1997 .
2012 .
, 2010 .
50 96,3 ., 2020 . 115,4 4. ,
, .
, . ,
.
, .
, , ,
, 55, .

55 , 5:
, , . . , , , , . , , . 20 .;
,
. , , ,
, .
18 .;

. 18

;
, ( )
-. 7 .,
, .
55 , , : , , , .
, . ,
Copyright & A K-C
43
, .
,
.
. , ,
.
, .
, , .
,
. . ,
, ,
. , , ,
, .
NRA6,
, 81%
55 64 72% , 65 .
.
, , . 20% .
7.
.
,
.
.
, .
, ,
.
. ,
. , NRA, . , , , .
. , ( )
. , .
.
.
Copyright & A K-C
44
, ,
.
, .
. , , , , , , , .
, , .
,
.
. . ,
NRA8 , 15% 50 , 18% , 28% 35% .
2.1
,
?
() 35%
() 59%
() 66%
() 72%
: National Restaurant Association, http://restaurant.org/research/find_glance.cfm,
November 5, 2005.
1990 .
2010 . 77 72%. 2020 . ,
35% 9.
2010 . 12%.

, .
; , ,
10.
. 2.1 ,
.
Copyright & A K-C
45
2.1 ,

: Grow with America: Best Practices in Ethnic Marketing and Merchandising, from The
Coca-Cola Retailing Council, Hobart advertising supplement to Nations Restaurant News,
2003.
1990- .
, ,
,
, . 1994 . , , (),
, , ,
, (
, ), , .

,
, , .
, -
.

, 11.
, .
, . . , , . -
Copyright & A K-C
46
, , , .
,
12:
,
, ;

;
,
;
, , ;

.
13:
,
, ;
, ;

, ;
;

( ,
).
2/3 , , 14. , .
, . .
, ,
.
,
, .
, , 40%
, , . ,
, 30% .
( 25 )
, 25 , . . , , ,
. , -
Copyright & A K-C
47
, . , , , , 15. .
8 .;
. NRA, 40%
. ,
.

, ,
, ,
, . ,
, ,
, . , . ,
,
. 90% 15 . 70% 25 . .
, , - . , Bob Evans Farms . , . ,
, , .
Hyatt Regency
Scottsdale.
. -
, . , . , Coyote Special * .
, ,
, . ,
. , El Torito Express El Torito Restaurants
(, ) .
30 . . , Mia Cucina
*
. .
. .
Copyright & A K-C
48
( ) ,
.
:
- , . , , . NRA,
814,99 .
- , ,
.16
2.3
-
.
, . ,
.
, 19461964 ., , -.
, .
(Allan Hickock), U.S. Dancorp Piper Jaffray,
.
.
- Happy Meal. ,
. -
, . , ,
, .
, - .
, 77%
-.
, . .
Copyright & A K-C
49
-
,
. ,
( , ),
, , .
: Chilis Grill and Bar Outback Steakhouse , -. , , .
, - , .
: Allen, Robin Lee, Sonic Boomers: Those Babies Have a Loud Cry
That Restaurant Operators Must Heed Nations Restaurant News, vol. 37, no. 17,
p. 43.
. ,
, -?

, ,

, .

5,3 17. 1 , . 20 . , 2005 . 51% ,
, , 38% 12% 18.
, ( 4,6 3,8 ). , : 12,8% 8,5% .
,
. 2534 18 . ,
,
, 19.
Copyright & A K-C
50

33%
, , ,
.
: National Restaurant Association, http://www.restaurant.org/research/ind_glance.cfm. 5
2005 .
20

. , , , 10%
. 40% c 11 5 . 50%
5 11 ,
,
, .
21.
.
75% .
, ,
, ,
.
25% , ,
.
, , . , .
75% , , .

35 .
.
, .
, ( ).
/
, /.
:
, .
Copyright & A K-C
51
, NRA,
, , 22:
(English muffin)

(
,
)
(
, )
/

(
..)
/
; 35 ; ;

; 35 49 ;

50 ; ;

; 50 ;
;
; 35 ;
;
; 50 ;
;
; 50
; 50
50 ;
NRA, ,
, 23.
; ,
.
, . 20 , , .
42 .
, 60% ,
24.

. Bennigans, ,
:
15 , .
Bennigans, 99%- . Le Bernardin 32 .: ,
30 .
. , , ,
Copyright & A K-C
52
45 . .
.
, , . . , , . 20% , . 14% ,
, 25. .
2.4
1996, 2002
2005 .:
. NRA
1996, 2002
2005 . .
NRA, 1996 . .
,
, 31% ,
,
- , 35%.
5,34 .
4,1 .
, .

, .
, .
1824

.
65
.
2,5 2,3 .
75 . .
.
25 . .
4,1 ,
.
Copyright & A K-C
53
, ,
.
NRA, 2002 . .

2002 . 2%, 5,85 .

6%,
4%.

( ) 2%.
, 1%,
4%.
2002 .
2% 6%
;
2002 . .

2002 .
, ,
.
,
6%.
5%-
, 29,18 .
3% 7,44 .
2%, 4,42 11,16

.
: Ebbin, Robert, CREST 2002Spring-Quarter Report, Restaurants
USA, August 2002. Mills, Susan, The Daypart Difference, Restaurants USA,
May 1997. NEWS! National Restaurant Association Releases New Consumer
Study. http://www.foodnet.com/epr/sections/new/study.html (May 15, 2004).
. ?

, NRA26.
NRA 1996 .
, 27.
Copyright & A K-C
54
1.
.
/ .
, ,
, ,
, , .
, ( , ), . , ( ), . . , .
2. , .
, , ,
. , . , . , , , .
: ,
, , . , , 6 ;
, .
3. , ,
.
, . , .
( ) ;
; .
/ : . ; .
.
; .
.
, (, ), . 2.228.
, :
Copyright & A K-C
55

-
/
(
10 .)
(
1020 .)
(
20 .)

/ //
/
/
/
- /

/
-
2.2 ,

/

/

/
3%
14%
17%
38%
55%
19%
12%
7%
3%
1%
10%
13%
18%
39%
28%
29%
43%
11%
38%
3%
37%
18%
10%
8%
9%
10%
2%
3%
2%
2%
10 .
1020
.
20 .
: National Restaurant Association, Dinner Decision Making (Washington, DC: National Restaurant Association, 1996), pp. 4950.

,
, ,
,
, - Epicurious.com, ,
, .
: Epicurious releases list of 10 worst restaurant trends, September 2005,
http:/www.hotelmarketing.com/index.php/content/article/epicurious_releases_list_of_10_worst_
restaurant_trends/ (6 2005 .).
Copyright & A K-C
56
2.5
:
?
, ,
, , :
.
,
. - , , , .
? , .
. - Aumiller Yiungquist PC
.

,
. California Pizza Kitchen
( ) -
.

.
. Parisi Design (-, )

Roppongi Restaurant & Bar , ,
- , .
, , ,
(, , , ..).
. ,
.
: Lohmeyer, Lori, Ambience, design Key to Attracting Consumers
Palates, Nations Restaurant News, October 4, 2004, vol. 38, issue 40, p. 68.
.
?
Copyright & A K-C
57
2005 . (2005 Restaurant Industry

Forecast) , :
, .
, 29.
-, - , , .

.
, , ,
.
.
,
, .
, , ,
, . ,
- , , . , ,
.
, . . , , 50 .
/
, .
, , NRA (Holiday Dining-2000).
. 30. .
, ,
, .

35 . ., , , . /
, . , . , 12
.

. 40% , 25% ,
. .
Copyright & A K-C
58
2.6
:
. , ,
.
(-) .
, , ,
.
-:
. Villa Bella ,
,
. .
,
.

, ,
.
,
, McDonalds Burger King.
,
, . Villa
Bella. , , ,
, , .
Villa Bella , , , , ,
. -
(), .
Villa Bella 300
3 10 . :
- ,
. , ,
,
. ,
, .
: Duecy, Erica, Babys Day Out: Restaurateurs Feed Children Care
Needs of Parents, Kids, Nations Restaurant News, vol. 37, no. 46, November 17,
2003, pp. 4, 59.
. Villa Bella
?
Copyright & A K-C
59
. . , . , 35 . 20%
, . 18 24 .
. ,
- , .
1. Donna Oetzel, The New Breed of Market Researchers: Forecasting the Future of
Cool, Restaurants USA, June/July 2001, www.restaurant.org/rusa.
2. Allan F. Hickok and Lana E. Lazarus, Restaurant Industry Review, U.S. Bancorp
Piper Jaffray Equity Research, March 2003, p. 19; National Restaurant Association,
2005 Restaurant Industry Forecast (Washington, DC: National Restaurant Association, 2005); National Restaurant Association, Tableservice Restaurant Trends, 2005
(Washington, DC: National Restaurant Association, 2005).
3. Hickok and Lazarus, Restaurant Industry Review, p. 47.
4. Jacquelyn Lynn, Silver Dollars: Operators Find That Serving Seniors Just Makes
Good Cents, Restaurants USA, November 2000, www.restaurant.org/rusa.
5. George Mochis, Carolyn Folkman Curasi, and Denny Bellenger, RestaurantsSelection of ature Consumers, Cornell Hotel and Restaurant Quarterly, vol. 44, issue 4, August 2003, pp. 51+.
6. Lynn, Silver Dollars: Operators Find That Serving Seniors Just Makes Good Cents.
7. Ibid.
8. Ibid.
9. M. Pina, Profiling Ethnic Travelers, Travel Weekly, August 22, 1996, p. 3.
10. Hickok and Lazarus, Restaurant Industry Review, p. 9.
11. Susan Mills, A Cultural melting Pot, Restaurants USA, May 2000,
www.restaurant.org/rusa.
12. Ibid.
13. Ibid.
14. Robert Ebbin, Multipaycheck Households Spark Sales, Restaurants USA, April
1998, www.restaurant.org/rusa.
15. Suzanne Hall, Marketing to Children: Growing the Customers of Tomorrow, Restaurants USA, November 1999, www.restaurant.org/rusa.
16. Ibid.
17. National Restaurant Association, 2005 Restaurant Industry Forecast (Washington,
D.C.: National Restaurant Association, 2005), p. 23.
18. John McPherson, Adrian Mitchell, and Mark Mitten, Speed It Up, Buddy: Overcoming Hurdles to Fast Casual a Quicker Way to Maximize Profits, Nations Restaurant News, vol.37, no. 32, pp. 2728.
19. Robert Ebbin, Americans Dining-Out Habits Restaurants USA, November 2000,
www.restaurants.org./rusa.
20. Susan
Mill,
Whats
for
Breakfast?
Restaurants
USA,
May
2002,
www.restaurants.org./rusa.
21. Ibid.
Copyright & A K-C
60
22. Ibid.
23. Sarah E. Smith, 1999 Lunch Study: Restaurateurs Put Food Back Into Lunch
Hour, Restaurants USA, October 1999, www.restaurants.org./rusa.
24. Karen Dybis, Restaurants Dangle Cheap Eats for the Lunch Crowd, The Detroit
News, November 6, 1999.
25. Smith, 1999 Lunch Study: Restaurateurs Put Food Back into Lunch Hour.
26. National Restaurant Association, Dinner Decision Making (Washington, D.C.: National Restaurant Association, 1996); National Restaurant Association, 2005 Restaurant Industry Forecast (Washington, D.C.: National Restaurant Association, 2005);
National Restaurant Association, Tableservice Restaurant Trends, 2005 (Washington,
D.C.: National Restaurant Association, 2005).
28. National Restaurant Association, Dinner Decision Making (Washington, D.C.: National Restaurant Association, 1996), pp. 67.
30. Robert Ebbin, Eating Out for the Holidays, Restaurants USA, October 2000,
-
Restaurant News Resource
Iconoculture, Inc.
Style Report (Lambesis Research Group)
http://restaurantnewsresource.com/
http://www.iconoculture.com/
http://www.lstylereport.com/

2.1 (a) ( ).
2.2 (b) 66%.
Copyright & A K-C
,
.
, ,
New York Yankees

, :
1
2 ,
,
3
4
5 ,

Copyright & A K-C
62
3.1
:
,
,
. ,
.
.
, , , .
, , ,
, .
, McDonalds Corp., 30 .
, ( 20 ). ,
, McDonalds
12 .
20
, 70 ;
1,3 .
.
,
, , , .
, , , ,
-,
.
: Allen, Robin Lee, Serving Meals Just Isnt Enough Anymore as Industry Must Sandwich in Good Works Globally, Nations Restaurant News,
vol. 37, no. 47, November 24, 2003, p. 31.
. , ,
McDonalds, ( )?
Copyright & A K-C
63

(American Marketing Association, AMA) , , , , 1.
,
. , / , . () (), , . , .
(Robert Reid) ,
. 2:
(1) ;
(2) , .
(3)
, .
J. C. Penney -:
, , ; , , . , , ,
.
. ,
, . , ,
,
. :
, , . , ,
. ,
. : , .
. . , , , , . .
Copyright & A K-C
64
3.1
?
() 55%
(b) 62%
(c) 76%
: Hickok, Allan F. and Lana E. Lazarus, Restaurant Industry Review, U.S. Bancorp
Piper Jaffray Equity Research, March 2003, p. 5455.

3.
1. .
2. .
3. .
4. .
5. .
6. .

: , . , .
, , ,
.
.
?
?
?
?
?
: ( ); , ; ,
. (
), , 4:
(1) : ;
Copyright & A K-C
65
(2) : ;
(3) : ;
(4) : , ;
(5) : , ;
(6) : .
,
,
, , .
: ,
, -.
:
;
;
;
;
;
( ) ;
;
;
, ( );
;
, ( );
;
, ( );
;
;
, ,
;
, ;
;
, ;
.
, , , ,
. , . ,
, .
Copyright & A K-C
66
3.2

. .
,
.
.
, , .
, , , ,
() .
, , ,
SWOT- ( , ) .
, , ( ), , ( ).
:
(),
, ,
.
, , . ,
, , , , .
.
,

. , ,
, .
, .
?
; ,
, .
, , , , .
Copyright & A K-C
67

,
, . .
,
.
, , .

.
: Berry, Tim, and Wilson, Doug The Essential Ingredients of an Effective Marketing Plan, http://marketingsurvivalkit.com/marketing-plan-tips.htm (May
26, 2004). Manktelow, James, Understanding Strengths, Weaknesses, Opportunities
and Threats. SWOT Analysis, www.mindtools.com/pages/article/newTMC_05.htm
(May 26, 2004).
. , ?
. :
,
. 5:
;
;
;
;
;
;
- .
. ,
, : ,
,
, . ,
. .
, ,
: . -
Copyright & A K-C
68
,
, , , .
, ,
.
. , 80% , 3 .
/
.
, ,
, . , .
-.
- , , ; ,
.
, , , ,
.
, , .
. , , .
, ,
. ,
, , .
, . 6:
;
;
/;
/;
;
;
;
;
;
;
;
;
;
;
;
;
Copyright & A K-C
69
;
;
happy hour ( ).
,
. , .
, ,
,
. ,
- ( ), , ,
?
, , :
(1) ;
(2) ;
(3) ;
(4) ;
(5) .
, , , , .

.
, . .
- ,
. ,
, ,
.
,
, .
, . 7:
(1) , , ;
(2) ,
;
(3) , .

.
Copyright & A K-C
70

: , ,
; -, .
. , , .
, , .

. , , , ,
, . ? () . , NRA, ,
, , 1518- .
,
18- .

, , , , , , , , , , .
-,
19461964 . 8.
- 76 .
3755 , , , , ,
.
- .
-
, , ,
. , - , .

, , , .
-,
-
Copyright & A K-C
71
. , , - . ,
, . , ,
- 9.
, ,
, , ,
.
, , casual-), , ,
.
- . -

, . , ,
, .
- .
, -, . , , , .
8020, 80%
20% . , ,
.
Simmons Market Research Bureau, Inc. : (, , , ), (,
), () ( ), ( 13 )
( 14 ). 44,8% ;
40,8% 14,8%.
100, 522, ,
, ,
5,22 .10

, . (.
. 2), ,
:
(1) ;
(2) ;
Copyright & A K-C
72
(3) ;
(4) , ;
(5) .
, ,
, .
, .
, , , . , , .
,
( ),
, ,

.
3.3

. , ,
.
.
. ,
,
,
.
( ?)

()
Copyright & A K-C

?
(,
, .)
,
,

,

( , , , ..)

, , ..

73
( )

(, , .. )

(Restaurant Activity Index, RAI * )
RAI
.
, (
) (
). 100. RAI 100, ,
, . . .
Copyright & A K-C
74

(Restaurant Growth Index, RGI*)

: Michigan State University Extension, Restaurant Market Analysis

http://www.msue.msu.edu/msue/imp/modtd/33702004.html (May 12, 2004).
.
?
* Restaurant Growth Index
. .
. 100. . .
,
. , ,
. : , , .
. , ,
. , ,
, .

, , ,
.
,
, . , . .

.
. -,
, , . , , -
Copyright & A K-C
75
. ,
, .
() , , ,
, ,
. .
( ).
.
, , .
, . ,
, .
-, , .
, . , . ,
. , ,
, . -
, .
, ,
.
-, .
, , .
, . , , , ?
, , ,
.

, . ,
.
, , . , ,
, . . ,
, . :
, ,
?
, .

. , , ..
(..
) .
Copyright & A K-C
76
3.2
2003 . _________ .
() 1700 .
(b) 1955 .
(c) 2145 .
(d) 2211 .
: National Restaurant Association, http://www.restaurant.org/pdfs/research/2005factsheet.pdf,
November 5, 2005.
() . : , . ,

: ,
, ,
? , -, , . -
,
, . , . , :
A
C
D
,

,

M
N
E
F
G
H
I
J
O
P
Q
R
S
T

(Consistency)

,

(,
, ..)
,

Copyright & A K-C
77
, ,

: 1 ( ) 5 (). ,
, 1 (
) 5 ( ).
(. . 3.1).
. 3.1
, 20 , ;
.
. , 1,
, , , . , , ,
, :
(A);
(E);
(I);
(J);
(M).
2 , , , , :
, (D);
, (F);
Copyright & A K-C
78
(P);
, (S);
(T).
3 4 , , 3 , , , . , 4, , .
3 :
(B);
(G);
(H);
(K);
(L).
4:
(C);
, (N);
(O);
(Q);
(, , ..) (R).
, . ,
. 1 2
, .
, . , ,
. ,
,
, , ,
.
- .
, .
3 4
, .
, , ,
. , , ,
, ,
.
, . ? , .
- , ,
. , , .
- , ,
Copyright & A K-C
79
. , , , , , . , , . , , , - . , , .
. , - , , , , , .

, , , .

, , , ,

. , : ____ ___ ____.
, ; ,
;
,
.

,
. , ,
.
, , , . , .
, , .
. -,
,
, . ,
, . , ,
, ,
, ,
, .
-, . ,
. , -
Copyright & A K-C
80
, , , ,
.
-, , . , . , ,
, .
-, . , , 100 , ,
.

. ,
(, ) ,
.
, , , . .
.
,
, . ,
, .
, ,
, () .
,
, .
. , . , . , , , , .
, ,
. , ,
.
, ,
.
(, ), ..
Copyright & A K-C
81
,
, , ,
. , .
,
, . :
, .
, ,
, . ,

,
, , .
. ,
, .
( ) , ,
. ,
,
.

(-)
.
, .
(-)
. , , , , , (Product,
Price, Promotion, Place). .
, -
: , ,
, , 11.
, ,
.
Copyright & A K-C
82
, . , , ,
, , , , . ,
. , ,
, , , , , ,
.
,
.
(Lewis) (Chambers)12,
:
;
- , ;
;
: ;
, ;
, , ;
.
. -, , ,
. , ,
. -, .
, , , . , , , . ,
, , , . , 13. , 1970-
, ,
. , , , , , - , -
Copyright & A K-C
83
,
, . ,
, .
. ,
(),
.
.
, , , (), PR,
. . 4.
, .
, . . . ,
( , , ,
.), , .
.
:
.
, . , , . , ,

.
? , , .
(Scottish Tourist Board) Taste of Scotland ( ),

. , . ,
, , .
, ,
, . ,
. , -
Copyright & A K-C
84
,
. , ,
,
,
. , ,
, . -
18 . ,
18 . ,
- , . , ,
18 . , ,
. , .
,
.
, , ,
.
.
, ,
. ,
.
. . 1, , : ,
, , . . ,
. ,
, . .
,
, . , , ,
.
, , .
. , , , .
,
.
.
, . , -
Copyright & A K-C
85
-,
, . ,
American Express. : ,
, .

.
.
.
0,4 6,8% , : ,
.
. , , , , , , , , .

.
. ,
?
, . ?
, .
, , ,
. . ,
, , , . ,
!

45% 25 34 ,
.
: National Restaurant Association, http:// www.restaurant.org/research/ind_glance.cfm,
5 2005 .
Copyright & A K-C
86
3.4
-2010
. , .
2010 . , , , , ,
.
,
1624- , .
,
, .
.
- ?
2010 .

. ,
, ,
. ,
: , , . - .
, , . -,

24- ,
.
;
,
. ,
, , 2010 . .
: King, Paul, NACUFS Presentation Looks at the College Student of
2010, Nations Restaurant News, July 19, 1999, vol. 33, no 29, p. 16.
.
, ?
Copyright & A K-C
87

, ,
, , . , : , .
, .
, , .
, , ,
, , .

, , ,
. ,
, .
, , . . ,
: ,
. .
, ?
, ,
?
,
?
, . .
, :
;
;
;
;
;

;
.

. , , . , ?

,
, ? ,
, . ,
Copyright & A K-C
88
. ? ? ?
?
?
? , : (1) (2)
.
3.5
:
,
, ,
. .
.
,
15 .
Abuelos Mexican Food
Embassy, 16 . ?
,
,
. , , , .
Chinese Kitchen, 16 , Abuelos, .
, - , ,
. , ,
.
Abuelos
14- Bank of America
, , Food Concepts
International Holding, Inc., Abuelos.
: Duecy, Erica, Abuelos Young Ready to Add onto Chains UpscaleCasual Family, Nations Restaurant News; February 16, 2004, vol. 38, issue 7, p. 14.
.
. , . ?
Copyright & A K-C
89
3.6
:
, ? , - Little Caesars Enterprises
(Mike Sczuggs).
,
, ,
, . , , . , . - ,
,
, . ,
.
, , Little
Caesars , . , .
, , , .
, , , . Little Caesars
, .
Little Caesars, .
: 2003 . 15,5%! -
.
: Garber, Amy, Pizza Players Eye New Products, Demographics to
Increase Sales, Nations Restaurant News, September 8, 2003, vol. 37, issue 36, p. 4.
.
?
1. AMA Board Approves New Marketing Definition, Marketing News, March 1, 1985,
p. 1.
2. Robert D. Reid, Hospitality Marketing Management, 2nd ed. (New York: Van
Nostrand Reinhold, 1989), p. 8.
Copyright & A K-C
90
3. James R. Abbey, Hospitality Sales and Advertising (East Lansing, MI: Educational
Institute of the American Hotel and Motel Association, 1989), p. 34.
4. Tom Feltenstein, Foodservice Marketing for the 90s (New York: John Wiley & Sons,
1992), pp. 5154.
5. Ibid., . 29.
6. Ibid., . 23.
7. Abbey, Hospitality Sales and Advertising, p. 37.
8. National Restaurant Association, The Business of Keeping Baby Boomers Happy,
Restaurants USA, December 2001, www.restaurant.org/rusa.
9. Ibid.
10. Eric N. Berkowitz, Roger A. Kerin, Steven W. Hartley, and William Rudelius,
Marketing, 3rd ed. (Homewood, IL: Richard D. Irwin, 1992), p. 204.
11. Abbey, Hospitality Sales and Advertising, p. 20.
12. Robert C. Lewis and Richard E. Chambers, Marketing Leadership in Hospitality:
Foundations and Practices (New York: Van Nostrand Reinhold, 1989), p. 327.
13. Ibid., . 354.
-
American Marketing Association
Simmons Market Research Bureau.
Nations Restaurant News
U.S. Census Bureau
http://www.marketingpower.com/
http://www.smrb.com/
http://www.nrn.com/
http://www.census.gov

3.1 (c) 76%.
3.2 (d) 2211 .
Copyright & A K-C
- ,
: , - ?
, .
, :
1
:
PR-
Copyright & A K-C
92
4.1
:
.
.
, . , -,
.

; , , -
, . ,

Aerios Direct, , , web- .
Noodles & Company
.
Noodles & Company ,
Aerios Direct:
, , . - ( 10
45 . .), . ,
Noodles 20% () . , , , , .
: Garber Amy, Online Order Centers Save Advertising, Promotion
Time, Nations Restaurant News, June 14, 2004, vol. 38, issue 24, p. 90.
. , Noodles & Company,

90 , ?

,

. .
Copyright & A K-C
93
,
, , ,
. , .
, , , ,
. , ;
;
.

. 4.1. , ,
, , .
, ,
.
()

()
. 4.1
: Robert Christie Mill and Alastair M. Morrison, The Tourism System:
An Introductory Text, 2nd ed. (Upper Saddle River, NJ: Prentice Hall, 1992), p. 448.
Copyright & A K-C
94

. .
, ?
, ?
, ?
,
, .
, ,
, .
.
.
, , , . , , .

, .
. ,
. , 5%,
7%,
8%. , ,
, ,
.
/ ,
. , , 6%,
5%, , , 3%.
, .
, ,
. , .
.
,
.

/ , .., ,
.
( ). , , ,
. , ,
, .
Copyright & A K-C
95
, (smart), .. SMART
(Specific), (Measurable), (Achievable), (Realistic) (Timebound). , .
, , : , 1000 .
.
.
( )
, .
, .
, ,
, , .
, , . , , , . , 200
, , ,
, , .
, , ,
.
, .

. , ,
. , , , - . , , .
, ,
, ,
.

1:
:
, ().
: , .
() ,
().
Copyright & A K-C
96
: , ( ) . , ,
.
PR : ,
.
, .

.
, , , : , , / ?
,
.
, , ,
. , , , : -
, ,
. , , ,
, , , .
2% 2.
, .
(, , ) ,
. .
, ,
, . ,
, : , ,
,
!
, .
: , : . ,
-, - ,
.
Copyright & A K-C
97
, , , ,
. , .. .
,
, .
, , .
, .
4.2

. .
: , , .
? :
, - , . ,
, , .
, Ryans Family Steakhouse Inc., ,
, , .
, ,
. ,
, , . ,
, , 10%-
, . , - ,
. , .
: Spielberg, Susan, Ryans Get More Upscale with New Look, Name,
Nations Restaurant News, vol. 38, . 7, February 16, 2004, p. 4.
. , , ? ?
Copyright & A K-C
98

, ,
. , ,
- , , , , * .
. , , .
? , , .
4.3
:
(Mathew Tivvy) .
Metro Diet , . Metro Diet ,

. , ,
, , , .
20- ,
.
, , , ,
, . : , , ,
?
: Lohmeyer, Lori, Mathew Tivvy: Tipping the Scales in Favor of Good
Health, Nations Restaurant News, vol. 38, no. 1, January 5, 2004, p. 24.
.
? , , , , ?
(tent-card) , . . .
Copyright & A K-C
99

NRA3, , , ,
. , 28% ,
, , ; 8% . , .
, , .
, ,
. ,
, . ,

6.

. ,

, . , .
, , ,
.
.

,
. , . ,

. , , ,
. , , , ,
Copyright & A K-C
100
,
.
, 4.
, . , , 15% . , , 400 .,
, , , 15%, .. 60 ., 340 . .
,
. ,
, , .
, , (, ).

, ,
,
. -
, .
, ,
. , . ,
. .
, .
,
, . , , .
,
,
. .

, .
Copyright & A K-C
101
, - . , , , , .
, , .
, , . :
, , , .
,
! ,
,
.
,
.
, ,
, , , , ,
. - , . ,
, .
,
, ,
, , .
,
.
,
,
, .
,
, . , , . ,

, , , , ..
, .
Copyright & A K-C
102
4.1
, 1920- , -. . ?
: Hickok, Allan F. and Lana E. Lazarus, Restaurant Industry Review, U.S. Bancorp Piper Jaffray Equity Research, March 2003, pp. 5455.
,
, , , .

, ,
. 5: , , , , .

.
, , , .

-,
.

. .
, 35 6.
.
, ,
.
, .
Copyright & A K-C
103
,
.
4.4
:
. .
, Red
Lobster, ,
. Red Lobster ,
. , ,
,
, .
,
Red Lobster . Red Lobster ,
. ,

,
.
Red Lobster ,
,
. , .
, , .
. , ,
.
. ( .) Red Lobster ,
? Red Lobster
, ,
?
: Cebrzynski, Gregg, Red Lobster May Not Be a Tired Brand, but It
Looks Sleepy, Nations Restaurant News, 38, no. 1, January 5, 2004, p. 14.
. , Red
Lobster
? , .
Copyright & A K-C
104
,
.

( , ). ,
,
.
, . ,
.

. : ,
, () , , ,
, , .
. , , , ()
. , .. 1000 .
.

. , ,
,
, ,
.
, , .
, .
, .
, . ,
, .
. , . , ,
.
,
. (: , ,
, .)
Copyright & A K-C
105
, * , . , . . , , . , , , .
, .
, , , , ,
. , ,
. .
, ,
.
, , , ,
.
, ,
. , , . . . , , . ,

.
/
, , ,
. .
, . ,
, . ,
,
.
,
.
/ . : * (pass-along audience) ,
, . . .
Copyright & A K-C
106
,
, ,
.

.
, . .
, -
. , . . . , . , ,
.
, , .
. , , , -
.
.
,
. . , ,
, .
,
, . : , , , ,
, , ,
. , , .
, , ,
,
.

, , - . , -
Copyright & A K-C
107
: ,
,
.
,
. ,
, . ,
. . ,
. , , ,
, , . - ,
, . , .
. (Federal Trade Commission, FTC)
, . , , ,
-.
, .
: 30- 60-. :
, 30- . 60- . : 30 6570 , ..
, 60 , 125135 .
, .
: - , , . , . , ,
.

. ,
. ,
. , -
Copyright & A K-C
108
, .
.
,
. ;
. , .
, : ,
,
. , , . .
, ,
, . , ,
. ,
,
.
. ,
, . . ,
. -
, .
.
-,
.
web- .
, 80% 5 7.
Takeout Taxi (1987 .) . , , , . , , ,
, .
Copyright & A K-C
109

, , , 2030% . , , , , -, web-
.
.
, , ,
.
4.2
, .
() Wheres the Beef? ( : ?, ?)
(b) Have it your way ( -)
(c) Finger Lickin Good ( , )
(d) You Deserve a Break Today ( )
(e) Pizza! Pizza!

(Jellow Pages). ,
. , .
, , , ..
,
, , .
.
,
, : 1/4, 1/8 1/16 .
. .
Copyright & A K-C
110
,
, .

, . ,
. ,
, . , - . , , , , .
. , , . , ;
.

, .

. , ,
.
. ,
.
,
, , ,
, .
.

. , ,
Copyright & A K-C
111
. , ,
, , . , , . , , , .

, . ,
.
, 13%. , .
5 . . ,
, .
, 1530%.
, .
,
. , .

,
, . , .
, .

.
, . . ,
.
,
35 .
Copyright & A K-C
112
-, .
,
.. , ,
, .
, ,
, . , ,
, , . , .
, ( ,
).
, , .

8. -,
(Picture). , ,
. -,
(Promise). , . ,
-, (
), .
-, ,
. ,
. (Proof) .
, .
-, - (Push) , , . ,
.
, Postscript. , , ,
, ,
, , , . ,
P.S., .
, , .
Copyright & A K-C
113
4.5

. . .
Buffalo Wild Wings Grill & Bar
Finger
Foods * 2004 .
,
200 , Periscope Marketing Communications. 8 . 2004 .
, .
, Buffalo

March Madness, NCAA ( ), NBA
( ).
, , , - , Buffalo. ,
.
: Cebrzynski, Gregg, Buffalo Wild Wings Puts the Finger on New
Promo, Preps TV Spots, Nations Restaurant News, March 10, 2004, p. 14.
. Buffalo Wild
Wings
? Buffalo
? **
* , ,
, , .. . .
** Buffalo Wild Wings . ,
, 2004 . 200 , 2008 .
500- . .
Copyright & A K-C
114

. web-9 ( )
. ,
, , , -. , ( ) . , .
. ,
, , , , . ,

.
, - , ,
, ..
,
,
. , , .
. , web-
, ,
,
, - , ,
. web-
.

, , . ,
McDonalds , .
, .
, , . ,
. , ,
45 . .10
. ,
Copyright & A K-C
115
Dining Privileges
Visa Signature , 11. () . ,
.
15 30% ( ). , ,
- .

. ,
. , Fishbowl
2 60 .
, . Fishbowl .

.
.
, , , ,
. . 6.
()

, .
, ,
, (), , , , .
.
. . , .
, ,
Copyright & A K-C
116
. ?
.

, , - : ,
, , .
, .
.

.

. ,
, , , . , , , - ,
.
- ,
. ,
, , (
) . , 1520%.
. 12.
, - ,
. , . ,
, ,
. , .
.
, .

( ) .
,

13.
, , -
Copyright & A K-C
117
, , . , , , 14.
:
(Jay Solomon),
,
.
1990- Lettuce Entertain You Enterprises (LEYE) .

. . LEYE , . LEYE , , ,
. LEYE 25 . : . . -
Copyright & A K-C
118
( 40), LEYE , , 15.

- McDonalds - 19 25 .
15%- 5 .
.
()
- . .
? : , . , , .
- , - , .

, . , VIP-
. , . , , , , ,
.
, , , ,
- . ,
,
, .
,
. , , . , ,
- , ,
.
, ,
. - :
. ,
,
, .
:
-
Copyright & A K-C
119
. , 20%- 16.
:
,
, 1995 . . 2500 .
4.3
1888 . ,
,
.
, . ?
: Allan F. and Lana E. Lazarus, Restaurant Industry Review, U.S. Bancorp Piper
Jaffray Equity Research, March 2003, pp. 5455.

, , , .
.

. , ,
. ,
.

, . , , (
, ,
).
. , , ,
, . , ,
, . , - . , ,
Copyright & A K-C
120
, .
, . . ,
. , (
). ; ,
; , ; , ,
. ,
, .

- , .
. , , ,
,
.

, ,
,
. 17.
. ,
.
/.
,
.
, . , ,
; , , ,
.
. ,
.
. , ,
, , , , ,
.
Copyright & A K-C
121
. , .
. , . , , , , .
.
, , (, 7 11
).
.
. ? ( , ,
.) (
). , .
.
,
. ,
6%. ,
. ,
6%. , ,
6%.
, , (.. ).
, , .
, , ,
. - . , 100. ( %) ( ).
, .
, 9 .
3,5 ., ,
39%. 15%,
5 1%.
39 + 15 + 5 + 1 = 60% . 100
40%. 350 .,
, ( ),
350 . 40% (.. 0,4), 875 .
: 875 . 525 . (60% 875 .).
875 . 525 . 350 ., .. . -
Copyright & A K-C
122
875 . , 875 .
. , 1200 .
, , 60% , .. 720 . , , 350 .,
370 .
4.6

. : PR-.
, spongemonkeys?
, .
,
- , ,
,
2004 . ,
. , The Martin Agency of Richmond ( ),

Quiznos. -
,
subs , Quiznos. ,
. : , ?
! , Quiznos
. ,
,
.
Quiznos , . , ,
? . , , , , . !
: Cebrzynski, Gregg, Love Em of Hate Em, Creatures Sing for
Quizons Subs, Nations Restaurant News, vol. 38, no. 9, March 1, 2004, p. 14.
. ,
spongemonkeys?
?
Copyright & A K-C
123
A
,
.
,
,
, . ,
, , , - . , 60%
18.
Visual Deal,
.
30 .,
19.
, , , , , , .
, .
, .
17 . . (
). ,
.

: . (
), / .

. , , !
. , . , .
Copyright & A K-C
124
, .
,
, .
.
, , . .
,
. , ,
, .
,
, - - , , , . , .

.
, ,
, . ,

,
,
, . ,
.
, .

.
,
-, .
, , . ,
.
.
, .
.
. ,
, , . , .
Copyright & A K-C
125
,
.
4.4
Burger King?
() Insta-Burger-King
() Burgers Your Way
() Burgers on the Go
: Hickok, Allan F., and Lana E. Lazarus, Restaurant Industry Review, U.S. Bancorp Piper Jaffray Equity Research, March 2003, pp. 5455.
PR
PR ,
.
, , -
-20.
, : , ,
. :
, , , , , ,
, . PR
.
, Dallas
Cowboys
(Bill Parcells), ,
Big Tuna ( ).
(
16 22 )
. Krispy Kreme
, .
. ,
. PR-
, , , , , 21.
,
, ( ?)
, . , , ,
Copyright & A K-C
126
doggie bags. 60% doggie bags,

22. ,
, , . ,
Gladstones Malibu , , ( , , 120 . !), , (, , , ). , 40 . Fork Restaurant .
Doggie bags ,
. , .
,
( ,
). doggie bag .
( )
PR , , ,
, , . , (), , . . , - ,
, , .
, - . , . , , , . , , ,
, . , ; , , , . ,
, , ,
. -
, . ,
? .
, .
Copyright & A K-C
127
,
, , . ,

. . , , ,
. , ,
, , ,
.

, . ,
, , . ,
, , ,
.
, .
.
PR-
PR- , . ,
. PR-
(),
23.
PR- PR- :
,
;
/
;
;
-
(, , , );
;
(media kit * ) ;
, ;
*
(media kit) , . . .
Copyright & A K-C
128
/ ;
,
;

.
PR- PR - ,
.
, , , . , , -
, .
.
-
.
- -
: , , , ? . ,
- ,
, ,
( , - ).
- .
.
, -.
, .
, .
-:
;
, ;
;

.
- ,
. , , ,
-.
PR- - . ,
Copyright & A K-C
129
. PR-
, .
4.7
:
? (Koren Grieveson).
Avec . Avec
, , . ,

, ! ,
, .
, ,
, , . ,
, . , - Blackbird.
, : , .
, ,
, .
Avec, , .
,
. , , , , . - , , .
, ,
.
: Garber, Amy, Avec, Chicago, Nations Restaurant News, vol. 38,
no. 15, April 12, 2004, p. 38.
. ,
.
Copyright & A K-C
130
PR- . , ,
.
, , , .
, . , - . :
;
;

;
, .
PR- :
? , , : , ,
, , PR-
.
1. T.F. Chiffriller, Successful Restaurant Operation (Boston: CBI Publishing Company,

1982), p.278.
2. National Restaurant Association, Restaurant Industry Operations Report, 2004
(Washington, DC: Deloitte & Touche and the National Restaurant Association,
2005), pp. 29, 57, 85, 113.
3. National Restaurant Association, Drawing Diners to Your Door, Restaurants USA,
May 1998, pp. 4143.
4. Robert D. Reid, Hospitality Marketing Management, 2nd ed. (New York: Van
Nostrand Reinhold, 1989), pp. 284286.
5. Ibid., . 233.
6. Sherri van Saxon, How to Market Your Restaurant (Washington, D.C., National
Restaurant Association, undated), p. 11.
7. Amy Spector, Menu Marketers Deliver Dinner, Incremental Sales, Nations
Restaurant News, vol. 37, no. 20, May 19, 2003, p. 154.
8. James R. Abbey, Hospitality Sales and Advertising (East Lansing, MI: Educational
Institute of the American Hotel and Motel Association, 1989), pp. 336337.
9. Philip M. Perry, Honing Your Home Page, Restaurants USA, September 1997,
pp. 2125.
10. Lori Loymeyer, Feeding Stories To Press Creates Feast Of Free Publicity, Nations
11. Alan J. Liddle, Using Web for Discounting Clicks with Digital Diners, Nations
12. Amy Garber, Redeeming Factor: Coupons Shout Value, Boost Traffic, Nations
13. Ibid., . 138.
Copyright & A K-C
131
14. Ibid., . 138.

15. Paul Frumkin, Frequent-Guest Clubs Multiply Sales with Loyal-Diner Rewards,
Nations Restaurant News, vol. 37, no. 20, May 19, 2003, p. 142.
16. Amy Spector, Menu Marketers Deliver Dinner, Incremental Sales, Nations
17. Tom Feltenstein, Foodservice Marketing for the 90s (New York: John Wiley & Sons,
1992), pp. 101102.
18. Mark Hanstra, War College Drills Operators in Underdog Marketing, Nations
Restaurant News, October 13, 1997.
19. Spector, Menu Marketers Deliver Dinner, Incremental Sales.
20. Alastair M. Morrison, Hospitality and Travel Marketing (Albany, NY: Delmar
Publishers, 1989), p. 420.
21. Lori Loymeyer, Operators Drive Traffic Via Information Superhighway, Nations
22. Marnie Roberts, The Art of Packaging Leftovers, Restaurants USA, August 2001,
23. Alastair M. Morrison, Hospitality and Travel Marketing (Albany, NY: Delmar Publishers, 1989), pp. 429440.
-
Quantified Marketing Group
Takeout Taxi Meal Delivery.
Restaurant Loyalty Program
Hard Rock Cafe
http://www.restaurant-public-relations.com/
http://www.quantifiedmarketing.com/
http://www.takeout-taxi.com/
http://www.edining.us/restaurant_loyalty_programs.html
http://www.hardrock.com/

4.1 (Wimpy burger).
4.2 () Wendys; () Burger King; () Kentucky Fried Chicken (KFC); ()
McDonalds; () Caesars Pizza.
4.3 (Salisbury steak ).
4.4 () Insta-Burger-King ( 1957 .).
Copyright & A K-C
- , .
.
,
, :
1
,
2

3

4

5

6

7
, ,
Copyright & A K-C
5.1
:
, : table dhte ( ), ,
, la carte ( ), . ,
. ,
table dhte 20 (.. ).
-
20 ! la carte 60 . table dhte

, ,
. , ,
.
,
.
table dhte . ,
,
. ,
.
table dhte
. , , . ,
, , , , .
, ,
- ? , , .

. , , table dhte,
, .
la carte. .
, . ( ), ,
, , . table dhte : 17 .,
, , 12 .
la carte ,
17 .
, . , ,
.
133
Copyright & A K-C
134
la carte . ,
.
, ,
.

. , ,
. , table dhte, , ,
. ,
,
, semi- la
carte ( la carte). , , . la carte, table dhte,
.. , , , . ,
!
, .
: Types of Menus, Food Service Operations Fundamentals,
http://www.unlv.edu/depts/foodbeverage/fsofmenutypes.html (May 15, 2004).
. , table dhte?

, . . -, , , , . ,
. -,
.
. , , ,
.
Copyright & A K-C
135

NRA 2005 . ,
1.

,
, ;
.
.
,
, .
.
, ,
, , .
, , , , .
,
. , ,
, ,
. ,
( ,
):
( ) 44%;
( ) 40%;
( ) 28%;
( , , ) 27%;
( ) 26%;
25%.
,
, .
, ,
. ,
.
Copyright & A K-C
136
5.2

. , . .
2001 . ,
, ,
.
, .
, , ,
. .

,
.

Menu Education and Labeling Act .
, , 20 , , ,
.

. ,
-,
.
, , , . ,
1990 . (Nutritional Labeling and Education
Act), . , -, , -, .
, . ,
, ?
- ! ?
. ,
, -?
Copyright & A K-C
137

. .

, ?
- ,
?
, ,
!
, , !
, , . , ,
,
. : , ,
,

,
.
: Koteff, Ellen, Too Much Information: Mandated Menu Labeling Not
Healthful for Consumers or the Food Industry, Nations Restaurant News, vol. 37,
no. 46, November 7, 2003, p. 21.
. ,
, .

,
.
2:
(1) / ;
(2) ;
(3) .
/ ,
,
,
. ,
, .
, , , , , , , .
Copyright & A K-C
138
5.3

. .
,
.
, KFC, Burger King, Wendys, McDonalds,
El Pollo Loco Carls Jr. Recently,
.

, ,
, , ,

, ,
. , Consulting, Inc. , ,
.

Wendys

Garden Sensations.
Wendys,
.
, 1880 Jack in the Box, ,
,
.
, .
: Lohmeyer, Lori, Fast Feeders Seek to Raise Bar, Toss around Salad
Ideas, Nations Restaurant News, vol. 37, no. 16, April 21, 2003, p. 1.
. ,
. ?
.
- ,
, , ,
, .
,
Copyright & A K-C
139
. , , .

, . ,
, . , , , , ,
, . , , , , ,
, . , , . , (. . 4).
, ,
, .
/
:
3. ,
.
.
- , . ,
,

. , ,
, , ,
( ) .

, , , . ,
.
, ,
, ,
. , ..
, ,
.
.
, ,
. , - 12 .
120 1440 . .
10% 10,80 . ,
, 134 (10,80 134 = 1227,20 .).
,
Copyright & A K-C
140
10% , , 11,7% ((134 120)/120 100 = 11,7%).

, . , . ,
,
, . , , , .
,
, . .
,
, ,
.
. , , , . ,
, .

. ,
.

Organic Trade Association ( , ), * , 2005 . 14 .,
. , 39% . Organic Monitor, 2002 .
23 .
: Orgainc Trade Association, http://ota.com/mt.html.
2 2005.
, ,
. , . . .
Copyright & A K-C
141

, , . , , . .

. . ,
( ,
) ,
, (
):
= ,
=
=
100

. , .
, ,
.

100. , ,
30% ( 2834% ).
100/30 = 3,33.
, . ,
,
5,25 .
5,25 3,33 = 17,50 .
, .
5,25 ., , ,
30% , :
5,25/30%, .. (5,25/30) 100 = 17,50 .
Copyright & A K-C
142
, .
, , . ,
. , . , , , , :
,
.

,
.
,
.
,
.
2,25
0,75
3,00
3,333
7,50
1,10
1,90
3,00
3,333
3,67
3 .,
, . ,
, , .

, . ,
.
, .. ,
100 .
, .
, , , 3 .; ,
(50%), 100/50 = 2 ( ).
: 3 2 = 6 .
, ,
.
, ,
, 100.
, , . , 30 15
, 20 30 . ,
Copyright & A K-C
143
12 ., 8 . 5 .,
30
12/4 + 8/3 + 5/3 = 7, 16 .
,
23,9 (7,16/30).

. , , .
, .
. : , . .
,
, 10 ,
, 11 20 , , 20 . ( )
. , , 3145 ., 2 . ,
500 , 800, 700 .
,
1 : 2 : 3, ..
, ,
, ,
()
700 + 2(800) + 3(500) = 3145 .;
700 + 1600 + 1500 = 3145 .;
3800 = 3145 .;
= 0,83 .
,
83 , , , 1,66 .,
, , 2,49 .
:
, ,
, . ,

, . ( - , .)
,

,
,
Copyright & A K-C
144
, . (actual pricing).
,
. , ,
. .
.
.
( ). , 15%. 15
100 ( )
. , 9,5 .
:
=
9,5
= 11,18 .
(100 15)%
,
, ,
. , , , . , :
, , ,
.
, ;
,
, , ,
. , .

,
,
.
, .
, .
,
800 . ., 30%,
240 . ., 120 . .
:
=
( )
=

(800 000 240 000)
=
= 4, 67 .
120 000
Copyright & A K-C
145

.
, , ,
. , ,
, , -, , , . .

: , ,
. , , ,
( ). , .
, , 15%, 30%,
20%.
15 + 30 + 20 = 65%. 35% (100 65)
. 12 ., , , 4,2 . (12 . 35).
() ,
, .
()
33%, , ,
3,96 . (12 . 33%). ,
, . , ,
.

()

, . , 600 .
., 180 . (30% ),
( ) 150 . .
(25% ), 15%, ;
600,000 (180,000 + 150,000 + 90,000) = 180,000;
100 (30 + 25+ 15) = 30%.
Copyright & A K-C
146
30%,
, 100 . 3,333. .

. 4:

()
-
a la carte
2050
1040
100500
1025
2550
1020
1020
1040
1535

()
, , . , ;
. ,
, ,
. , , . ,
.
. , , ,
( ),
() .
, , . , .

(, ), ,
. ,
, , .
Copyright & A K-C
147
. 5.1 , . , ,
. , . , .
5.1 ,

( )
,
.
,
.
( )
,
,
.
.
6,95
4,52
10,04
6,53
10,67
7,16
8,79
6,36
8,28
4,77
7,96
5,53
8,16
4,65
7,08
4,65
9,86
6,35
6,83
4,40
: Robert D. Reid, Foodservice and Restaurant Marketing (Boston: CBI Publishing Company,
1983), p.229.

. , .
, .
,
(.. ),
. ,
. ,
,
( ).
, : .
, .
,
25%. ,
. ,
, .
: ,
Copyright & A K-C
148
, . , ,
.
, . a la carte, .. . . , . , - . , , . ,
.
( ) ,
.
, , , . , , - .
- .

5.

.
( ). .
, ,
, , . ,
, .
, ,
, .
.
a la carte. , , ,
, . , . , . ,
, . , ,
. , . a la carte
, ,
, .
Copyright & A K-C
149
table dhte . . , , , .
.
, , , , . , .
, .
, .
. .
,
, ,
, .
5.4
?
.
. .

.
I
1. ..............................................................................6,95

2. ...............................................................................................4,25

3. - ....................................................6,95

4. ..........................................................................4,95
( ).

1. ............................................................................................2,25

2. ....................................................4,25
, ,
3. - ........................................3,25
4. Larb Kai ...................................................................................6,95

Copyright & A K-C
150

1. .............................................................0,95

2. .................................................................14,95

3. Choo-Chi ........................... 12,95

4. ............................................................... 11,95
-

II
20,03 . , ,
, .

- ()

, -
-

: All Asia Asian Cuisine & Bar,
http://web.mit.edu/afs/athena/user/w/c/wchuang/www/menus/menus/All_Asia.txt
(September 10, 2001). LEcole-Prix Fixe Lunch Menu,
http://www.frenchculinary.com/subpages/ecole/prix_fixe.html (May 15, 2004).
. ?
?
Copyright & A K-C
151

, () , .

,
, .
.
.
(..
), . .

, . , 68 .; 810 ., 1012 .
,
, .. , . , . , ,
,
. ,

, .

( ) , .
, .

, . . 5.2
.
() .
, , . :
(285) (450).
63%.
Copyright & A K-C
152
5.2
(1)
(2)
(3)
(4)
(5)
(6)
, .
,
%
(2) (3),
.
.
(4) (5)
65
75
90
55
285
9,95
11,95
10,25
12,95
30
38
31
45
(7) :
(8) :
(9) :
(10) :
(11) :
(12) :
(13) :
646,75
896,25
922,50
712,25
3177,75
(5) : (2)
(5) (6)
(8) : (5)
(7) (9)
(2) : (11)
(10) (12)
194,03
340,58
285,98
320,51
1141,10
=
=
=
=
=
=
=
11,15 .
2036,65 .
64%
7,15 .
450
63%
4,5
: : James Keiser, Controlling and Analyzing Costs in Foodservice Operations,

2nd ed. (New York: Macmillan Publishing Company, 1989), pp. 6162.

.
. , 75 , 11,95 ., , 896,25 . 3177,75 ., 285 . : 3177,75 : 285 = 11,15 .

.
.

. .
3177,75 .

, . , 646,75 ., 30%. 194,03 . -
Copyright & A K-C
153

. ,
1141,10 .
: 3177,75 1141,10 = 2036,65.
. 64%. ,
64% , .. 11,15 ., 7,14 .
: (7,14 .),
( ). ,
, 63%. 4,5 . ? - , , ,
, .. .
5.1

?
() *
(b)
()
: Hickok, Allan F. and Lana E. Lazarus, Restaurant Industry Review, U.S.
Bancorp Piper Jaffray Equity Research, March 2003, p. 5455.

,
.
, (.. )
.
. 5.3 . 5.1.
, . . ,
, 7090% . ,
*
(1920-): , , , , , . . .
Copyright & A K-C
154
10 , 10% . ,
79%,
. 80% .
5.3
(1)
(2)
(3)
(4)
(5)
(6)

,
.
,
%

,
.
(4) (5)
65
75
90
55
285
9,95
11,95
10,25
12,95
30
38
31
45
646,75
896,25
922,50
712,25
3177,75
(7) :
(8) :
(9) :
(2) (3),
.
194,03
340,58
285,98
320,51
1141,10
(6) : (5)
(5) (6)
(8) : (2)
= 36,93%
= 2004,32 .
= 7,03 .
(5) (6)
(10) :
2
646, 75 226, 36
:
= 6,47 .
65
896, 25 340, 58
:
= 7,41 .
75
922, 50 285, 98
:
= 7,07 .
90
712, 75 320, 51
= 7,13 .
:
55
(11) () :
80% :
(100 : 4) 80% = 20%.
(12) :
(:)
:
65 : 285 = 22,8%
:
75 : 285 = 26,3%
:
90 : 285 = 31,6%
:
55 : 285 = 19,3%
: James Keiser, Controlling and Analyzing Costs in Foodservice Operations,
2nd ed. (New York: Macmillan Publishing Company, 1989), pp. 6162.
Copyright & A K-C
155

(. . 5.1). , , .
, , , .

. ,
( ).
- , . ,
.
. , ,

. , , ,
. , ( ). , ,
. , , , , . , () .
100%
(7,03/31,6%)
*
(6,47/22,8%)
(7,41/26,3%)
20%
*
(7,12/19,3%)
7,03
, .
. 5.1
Copyright & A K-C
156
5.5
:
Roys, (Roy Yamaguchi), ,
(prix-fixe) 30 . - Roys, , . ,
, .
,
.
, Roys. - .
, , Roys. ,
,
.
Roys,
,
,
, , ,
.
, -,
,
-. ,
prix-fixe , Roys
,
.
,
.
: Lohmeyer, Lori, Roys Focuses on Favourites in Rollout of New
Prix-Fixe Menu, Nations Restaurant News, vol. 37, no. 21, p. 76. Labenskey, R.
Sarah, and Hause, M. Alan, On Cooking. (Upper Saddle River, NJ: Prentice Hall,
2003).
. . , , ?
,
, -
Copyright & A K-C
157
6. .
, - / ; , . , .
, , , .

, , , 7. , , . , .
210%8.
,
, , ,
. ,
.

, ,
. ,
. - .
.
. , , , ,
.

, . ,
, , , , , . ,
, (
..). ,
. , , , , . ,
, . , , ,
. -
Copyright & A K-C
158
, , , , . , , ,
. , , .. . . ,
, , . , . , .
, , ,
, , - ,
.
, . ,
, : , , , , .

, -
, , .

, , , , , , . ,
. ,
. , , .
.
, .
.
,
, , ,
, .

. , , , ,
. , , , , , , ,
. ,
.
,
, -
Copyright & A K-C
159
.
, .
, .

. ,
.
(. 5.2).
, (. 5.3).
. 5.2

. 5.3

Copyright & A K-C
160
, ,
, , ,
, , ,
,
, .
, , (. 5.4).
. 5.4
, ,
, . ,
, , ,
. , , , .
, - , ,
.
. ,
, .
, ,
, ,
, -, ,
, , . .
, ,
, , , .
Copyright & A K-C
161
16 . 21 .9! :
, ,
. .
,
, .

, .
, . .
, , , :
. .
, , .

, ( ), ,
. .

, . , . , , , ,
, .
,
. , ,
, , USDA Prime, ,
, .
. ,
, ,
, . ( ), / , ,
. . , ,
, ,
. , ,
, , ,
, . , . ,
Copyright & A K-C
162
. , (), ,
. ,
, , .
,

. .
15%-
, .
, . , , ,
. , . , , . ,
. , .
, . , , Healthmark,
.
, , . : , , .
NRA, , ,
, , . 10:
, ,
,
,

()

, , , :

,

,
(-, )

( )

. 2, NRA , : (1) , ,
(2) , , (3) ,
Copyright & A K-C
163
(4) . ,
. ,
.
, , , , , , , , ,
. , ,
, , , , , , ,
, , , . , , , , , , , , . , ,
/, -, , ,
, , , , .
5.2
Harvard Faculty Club (,
)
() 1783 .
(b) 1883 .
() 1983 .
: Wall Street Journal, September 21, 2005, p. A8.

(, ),
, .
, 12.
, Roman,
modern script ( ).
Roman
. Modern , ,
.
script, , . , , , .
, , , . , . , ,
.
Copyright & A K-C
164
, ,
, .
.
, .
,
.
. , , , , .
, ,
. , , .

, , , (
). 11.
(1) ?
(2) ?
(3) ?
(4) - ?
(5) , ?
,
. . , , ,
:
()
. :
, .
, . , .

,
,
-
Copyright & A K-C
165
, , , ,
, .
. .

, . .
,
5 9 . ,
- 11,99 ., 12 .
1 , , , -. ,
, . ,
- Macys
( ), . , - 2,99 .,
. , 1
. 3 .,
. ,
,
. .
, . ,
2529 2933 . : 2, , , , 3 .
, . , 9,95 . 10,25 . , 9,25 . 9,55 .,
30 .
. .
. , , . , . : 9,45 9,85
9,85 10,25. !
Copyright & A K-C
166
5.6
,
. . ,
,
.
,
. , , ,
! , ,
, .
, . , : , . ,
.
,
.
.
,
, 50 95 .
11,95 .
12 .,
. ,

, , , . ,
Feltenstein Partners (-,
),
,
, -
. ,
, ,
.
: Arnoult, Emily, Designing Menus That Sell, Restaurants USA, May
1998.
. ,
, table dhte.
Copyright & A K-C
167

.
. , :
.
, , , . , , :

, .
, , ,
, , . :

12,99 .

15,99 .
17,99 .
16,99 .
, , . ,
.
. ,
, ?

,

12,99 .

,
15,99 .

19,99 .
-

- 16,99 .

, , ( ). -
Copyright & A K-C
168
, , , . ,
.

.
. :
, .
.
, , .
, .
,
(). ,
.
( )
, . , , ,
.
, . , . , . , , .
, : , . , , . , .

. - ,
.
,
, , , . , , . ,
,
.

. , ,
Copyright & A K-C
169
, .
. , (, , ).
, , ,
( , ).
, , ,
.
, ,
. ,
,
, ,
. , , .. . , .
: , . , .
,
, ,
.
, .
, ,
,
, ,
. , , 12.
5.7
:
,
. , ,
, , ? Chi-Chi.
,
, , . , 25
. Chi-Chi
, , , ,
, , .
Copyright & A K-C
170

, ,
, . , Bill Main and Associates, ,
. , . , , , ,
. , ,
, , ,
, ,
. , ,
,
.
,
. , , , . . ,
. , , ,
. ,
, .
, Miller Resource Group (, ),
, .
,
, . , ,
,
.

, - . , , .
.
.
,
. , ,
, , ,
. ,
,
.
, :
.
Hospitality Works ,
,
.
Copyright & A K-C
171
, ,
, , , ,
, . , ,
, ,
, .
, ,
. ,
, .
- , , ,
, Levy Restaurants,
, , , , , .
,
.
. , , ($),
, .
,
,
. , , ,
, ,
, .
: Panitz, Beth, Reading Between the Lines: The Psychology of Menu
Design, Restaurants USA, August 2000. Arnoult, Emily, Designing Menus That
Sell, Restaurants USA, May 1998.
.
?

National Restaurant Association, 2005).
2. Robert D. Reid, Foodservice and Restaurant Marketing (Boston: CBI Publishing
Company, 1983), pp. 207209.
3. Ibid., . 204206.
Copyright & A K-C
172
4. James Keiser, Controlling and Analyzing Costs in Foodservice Operations, 2nd ed. (New
York: Macmillan Publishing Company, 1989), p.56; Reid, Foodservice and Restaurant
Marketing, p. 228.
5. Keiser, pp. 4950.
6. Bradley Beran, Menu Sales Mix Analysis Revisted: An Economic Approach,
Hospitality Research Journal, vol. 18, no 3, vol. 19, no. 1, 1995, pp. 125142.
7. Albin G. Seaberg, Menu Design: Merchandising and Marketing 4th ed. (New York: Van
Nostrand Reinhold, 1991), p. vii.
8. Beth Panitz, Reading Between the Lines: The Psychology of Menu Design
Restaurants USA, August 2000, www.restaurant.org/rusa.
9. Ibid.
National Restaurant Association, 2005), p. 2.
11. Seaberg, Menu Design, p. 207.
12. Panitz, Reading Between the Lines: The Psychology of Menu Design.
-
Boxer Brand Menu Covers
Restaurant Costing Software
http://www.boxerbrand.com/
http://www.restaurantcosting.com

5.1 () .
5.2 (b) 1983 .
Copyright & A K-C
, ,
,
.
[ ] (18321889),
, ,

, :
1 ,
2 ,
3 , - ,
4
5
6 ,
Copyright & A K-C
174
6.1
: Fogo de Cho !
,
. ,
,
- , ,
, , ,
. ,
1979 . Fogo de Co.

, churrascaria:
, , , ,
. 30 .,
- 30
.
. -
, , espeto corridor .

. ,
,
,
. , ,
,
. ,
, ,
. , . , ?
1996 .
. Fogo de Co .
, .
. , Fogo de Co .
, , .
Copyright & A K-C
175
.
Fogo de Co , , .

.
.
: Thorn, Bret, Fogo de Co: Brazilian Churrascaria Records Beefy Sales with
Style, Consistency, and Service, www.nrnhotconcepts.com/2003_winners/fogo.cfm, April
14, 2004.
.
?

(.. ) .
, , .

, ,
, 1. , .
. , , (,
). ,
, , . , .
. , ,
. . - , , , , ,
, .
-.
. ,
, .
Copyright & A K-C
176
. . , , , , , , ,
. . , , , , ,
,
.
. , , . , , .
, .
Maggiano
, :
, ,
,
. , ,
-, .
, , .
Copyright & A K-C
177
, , : , , .
, , ,
.

, ,
? NRA ,
,
2. ,
,
.
, . ,

1990- , .
, ( 81% ); , (80%);
(80%); (70%);
(62%); (61%).
.

, 3 .
, , ,
. ,
. :
, , ,
;
;
() ;
;
;
( ).
,
,
Copyright & A K-C
178
, ,
, .
6.2
. ,
.
, , , ,
? . -,
,

, .
,
, , , . : ,
,
, ,
. ,
, .
- ,
, . ,
,
.
: Ruggless, Ron, Operations See the Light, Offer Diners Black-Napkin
Option, Nations Restaurant News, vol. 36, no. 39, p. 206, September 30, 2002.
. ,

?

, ,
4. ( ). ,
. . , , -
Copyright & A K-C
179
, , /
. ,
, .

. , - , ,
. .
, ,
. , , .. .
, ? , .

. , , - ,
.
,
. , . ,
. , ,
, , , .
,
, .
, , ( ). ,

. , ,
, , .
,
,
350 5:
/
/

125
175
50

. , , , , /, 100 , 80%
(100/125).

.
, , , .
Copyright & A K-C
180

, , . , , ,
.
, ,
, . , .. , , , . , , , , , . .
? , ,
, . , .
, . (, ), . ( ,
) : , , , , , ,
. , . ,
,
.
6:
, ;
, , ;
, ;
,
.

, , , , . , , .

! , ,
, . , , , , , .
Copyright & A K-C
181
,
, .
6.3

. .

,
.
, , .
.

. Food Insights (. ,
) , , .
.
web- .
,
, . ,
.
Food Insights ,
, . ,
. ,
,
.
: King, Paul, Colleges Use Online-Survey Method to Tap into
Students Opinions, Nations Restaurant News, vol. 36, no. 37, p. 20, September
16, 2002.
.

?
Copyright & A K-C
182

55% , 12 , , .
60%.
: Foodservice 411 (R&I 2004 Tastes of America Survey), November 5, 2005,
http://www.foodservice411.com/rimag/archives/2005/10a/consumer-loyalty.asp?dt=1

, , : ,
. ,
, , .
. ,
, , .
,
. , , . , , .
, , ,
. , .
, , . (
), . ,
, .
, , ,
, . , ,
.

: -
Copyright & A K-C
183
; , ;
- ; , , .
,
J.C. Penney: ,
, ;
, , . , ?
, . ? In Search for Excellence ( ) (Peters and Waterman)7 , ,
,
, , ,
. ? ,
, , ,
. ,
, , , , . , , , , , , .
, , , .
(Zeithaml) ,
8.
1. ,
, , .
2. .
3. .
4. , .
5. ,
.

, , ,
, . , , ,
, , , , , . -
Copyright & A K-C
184
, - , . , , , ,
,
, . , ,
, , ,
, ( ),
, .
(
), , , . ,

. 9
, , ( 1 7): , ,
(6,33 ) (6,18). , , (5,69 ) (5,43).

:
10.
, , :
;
;
;
;
;
;
.

, , ,
. , . , -
, ,
, . ,
, .
,
.
.
Copyright & A K-C
6.4

. , , .
(Brian Sill), Deterministics, , . , , .

, .
.
1. . , ,
,
, .
2. . ,
().
,
, .
3. .
. , ,
- , , .
4. , .
, ,
, .
5. , . ,
,
.
6. . , ,
.
7. .
, .
185
Copyright & A K-C
186
8. .
:
, . , , ,
.
9. . .
10. . , , , .
: Sill, Brian, Ten Commandments of Service Will Spare You from Sins
of Overpromising, Underdelivering. Nations Restaurant News, vol. 38, no. 15,
pp. 26, 84, April 12, 2004.
. ?
. ,
, ,
( , ). ,
: , , , .

, . ,
: (), , . ,
, ,
.
, , . . , , .
, ,
. , . .
, .
. .

, .
/
.
Copyright & A K-C
6.5
:
20 Bones, ,
(Emile Blau) Buckhead Life Restaurant Group
( )
Chops, The Lobster Bar
Club at Chops,
. ,

6 . . ( 550 . ). 300 400 700 .
,
70 .
Chops
Lobster Bar, .
9 , - .
.
,
. , , .
11.30 , . , ,
, .
- . , . ,

.
12 , , , , ,
.
, : . ,
- ,

.
: Hayes, Jack, Emile Blau: Raising the Stakes at Chops with Polished
Hospitality, Nations Restaurant News, vol. 37, no. 16, pp. 4648, April 21,
2003.
.
?
187
Copyright & A K-C
188
.
, ,
. ,
. : , ,
?

, ,
, .
,
- ,
, , , . ! ,
,
.
-, , .
, ,
, ,
. , ,
.
: , , , .
, . , , , , ,
, .
,
. , , ,
, . ,
.
, , , ,
. , ,
. , , .
, ,
. , .
, - .
? , , .
, ,
: ? , , , , .
,
( ).
Copyright & A K-C
189
,
.
,
. ,
- , . , . ,
, , , ,
. , .
,
.
. , , , ,
, , , , ,
. , . , , ,
, , .
, , , , . , ,
.
,
, . :
;
( );
;
;
;
;
;
;
.
. , , ,
, .
, , , .
, , , .
. , , , , . .
, , ,
Copyright & A K-C
190
, . ,
.
,
, . , , . , - , . , , , ( , ), ,
.
. ( , , , ), .

. ,
, , . , , ,
, , ( ).

. , , . , , - . , ,
, , , - . -, ,
, , .

, . , , , .
, , ,
.
, , , , , , .
- ,
.
- , ?
- , ,
, . ?
,
- . ! -
Copyright & A K-C
191
, ,
.
, . , ,
, , .
, . , . , ,
. :
, , , - ?
, ,
. , : , , . , , ,
, , . ,
.
,
. ()
, , , , . ,
, , , , ?

.
- , , . , -
. , .
. , .
,
. , , . , (
) , , , . ,
? . ,
,
.
, .
Copyright & A K-C
192
6.6

.
.
( casual)
,
. , ,
, . , .
? ,
.
, ,
, .
. ,
,
- , ( ,
). :
,
, .
Rockfish Seafood Grill ,
( ) Mexican Shrimp
Martini. , ,
. , , , . , .
.
,
, , . , ,
. ,
,
, . , , , .
: Duecy, Erica, Tableside Trends in Tip-Top Shape: Operations Add Upscale
Mom Factor to Menus, www.nrn.com/foodtrends/index.cfm?ID=794540492, April 14, 2004.
. ,
?
Copyright & A K-C
193

, , , , . , .
, , ,
2025% ( ).
: Feustel, James, and Amy Tarr. Restaurant Etiquette: Getting Our manners Back in
Shape, February 2005, http://www.starchefs.com/features/editors_dish/etiquette/index.shtml,
(7 2005 .).
,
,
, , ,
. , , . , , ,
.
, , ,
-
. , , ?
11, ? , , .
, , ,
. . :
, .
. . , ,
. .
, .
, .
. ,

. (David Maister) , 12.
. ,
- , , , . .
. / -
Copyright & A K-C
194
. . , , ,
-
- .
.
, .
,
(, ).
, , ,
, , . ,
.
, ,
, ,
. ,
, ,
, ,
.
, .
- . ,
, , ,
duty-free, .
- , ,
, .
. , ; , . , , , -
. , -
, , , , . , , ( , ), , , , .
,
, , , . , , , , . .
. , . 7.30 , ,
.
, , .
,
. , ! .
. .
, ,
Copyright & A K-C
195
,
. , , ?
: , , ,
, .
, ,
10 . (
). .
, .
? ,
. , 10 , , , .
. ,
, , . . , ,
. , , .
. ,
. . , , .
.
.
, ,
.
.

. ,
, . , ?
, , . ,
, , , .
, , , (, , ).
. :
. , , , , ,
, . ,
? ,
, ,
.
Copyright & A K-C
196
, , , . ,
,
, , .
, - . . , , , ,
, , .
. ,
. , ,
, , ,
.
,
. ,
, , ?

, 13. Pizza Hut, , .
, , , . , , 17 .
.
.
-. ,
.
. 3 ,
. , ,
, , , .
, , , . 14:
;
;
;
;
;
, .
Copyright & A K-C
6.7

.
.
, . .
, , , , ( , ), ,
. . , , ,
, . ,
.
Perrys, ,
, , . ,
, ,
. 27 , , , ,
, .
. ,
, ,
, , .
.
. ,
.
, , . , ,
.
. ,
, , .
,
, .
: Ruggless, Ron, Perrys Dishes Up Helping of Service, Variety and
Ambience, Nations Restaurant News, vol. 36, no. 35, p. 22, September 2, 2002.
. , ?
197
Copyright & A K-C
198
? , , , , , .
, . .
?
. ,
, , . , , , .

,
. , ,
15. , . , - . , , , .
, , ..
.
, ,
, .

.
16:
(,
);
, , ;
, ;
;
.
17:
;
, ,
, ;

.
() , -
Copyright & A K-C
199
. ,
, . .
:
;
, ;
,
, .
,
,
18. , , ,
. , , ,
, ,
. ,
, ,
,
.
,
, , .

. ,
,
, ,
. , , .
. , -
, , .
. , .
. 13.
, , ,
: , ,
, , ,
, .
, , , , -
Copyright & A K-C
200
. , ( !). , .
, .
. ,
, .
- , , , - . , , ,
, ,
. ,
, , , , , , .
, , . , , ,
, . , ,
, . , , ,
. , , . ,
, ,
, , - ,
, .
.
, ,
, .
, ,
, .
. 14.
, 19:
;
;
;
.
, , ,
. ,
, . ,
Copyright & A K-C
201
.
, .
, , , , ,
20.
,
, ,
.
, ,
. ,
. : ,
, , , .

, .

.
Central Life Interest Measure21 , . ,
, . , , , (
, , ) .
?

?
: ?
?

?
,
?
, ,
- , , . ?
,
?
:
?
, , ?

?
,
Copyright & A K-C
202
,
, ,
. , , ,
.
(Minor) (Cichy) , 22.
, (zacuski),
()? (hors d'oeuvres, .)
, ,
.

:

(, .)
: , ,

: Anne Volokh, The Art of Russian Cuisine (New York: Collier Books, 1983),
pp. 1113.

, . , , 23:
;
;
, , , ;
;
, , ;
;
;
;
;

;
, , , .
Copyright & A K-C
203
, ,
, , . ,
.
, , , .
: , .
, , , .
, ,
.
.

, .
. ,
.
,
, , . , ,
, , , , . , , , .
, , . ? . ,
, . ,
. , , ,
, .
: .
, .
24.
British Airways, 60(!)
, . ( 20%
), , ,
.
Copyright & A K-C
204
6.8

.
, .

, . , , .
, , , .
.
. . . ,

.

, VIP-, , . , , ,
. :
, :
, ?
, ,
, .
, , . , .
, , .

, -
.

. , . . , ,
, , .
: Asbury, Bill, and Jim Matorin, Basic Training: Independents Must
Teach Staff Marketing, Customer Service Tactics to Survive, Nations Restaurant
News, vol. 36, no. 35, pp. 26, 28, September 2, 2002.
.
?
Copyright & A K-C
205
, -
. , ,
: ( ), ()
, , , , , , . ,
. .
, , , . ,
, , ,
, .
: ; ,
, , , ,
. . ,
, , ,
, , ,
. , , , ,
.
, , ,
.
, ,
, .
, ,
, .
.

, , ,
, .
, . , , .
, , , ,
.
: , , ,
, .
Copyright & A K-C
206
, .. , . , , ,
, , , , .
6.9
:
(Heather Coin)

-. , 1994 .,
:
, , (, .).
,
Chevys Fresh Mex Restaurant
.
.
2001 .
b Cheesecake Factory .
345 . 16 . , 12 .
Cheesecake Factory

, , .
25 10%.
,
.
,
. .
: Spielberg, Susan, Heather Coin: Brain Food: Newly Promoted Area
Manager Stresses the Importance of Working Smarter, Nations Restaurant News,
vol. 38, no. 4, pp. 3840, January 26, 2004.
.
?
,
( ), , .
Copyright & A K-C
207
,
. , , , , , .
?
, ?
- ( ,
, , , ), , , .
, ,
.
.
, , . , ,
, .
, , .
. , .
.
1. Stanley C. Hollander, A Historical Perspective on the Service Encounter,

John A. Czepiel, Michael R. Solomon, and carol F. Surprenant (eds.), The Service
Encounter: Managing Employee/Customer Interaction in Service Businesses (Lexington,
MA: DC Health and Company, 1985), pp. 4853.
2. Rolling Our the Red Carpet: Restaurants Service Rates High with Diners,
Restaurants USA, August 1997, pp. 3941.
3. Jody D. Nyquist, Mary J. Bitner, and Bernard H. Booms, Identifying
Communication Difficulties in the Service Encounter: A Critical Incident Approach,
Czepiel et al., The Service Encounter, pp. 113123.
4. Robert Reid, Foodservice and Restaurant Marketing (Boston: CBI Publishing
Company, 1983), pp. 129130.
5. http://www.restaurantowner.com/public/295print.cfm, 19
2005 .
6. Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry, Delivering Quality
Service: Balancing Customer Perceptions and Expectations (New York: Free Press,
1990), pp. 3645.
7. Thomas J. Peters and Robert H. Waterman, Jr., In Search of Excellence: Lessons from
America's Best-Run Companies, Harper Collins Publishers, New York, NY, 1982.
8. Zeithaml et al., Delivering Quality service, pp. 2122, 26.
9. Gavin R. Fick and J. R. Brent Ritchie, Measuring Service Quality in the Travel and
Tourism Industry, Journal of Travel Research, vol. 30, no. 2, pp. 29.
Copyright & A K-C
208
10. William B. Martin, Quality Service: The Restaurant Manager's Bible (Ithaca, NY:
Cornell University Press, 1986), pp. 7981.
11. David H. Maister, The Psychology of Waiting Lines Czepiel et al., The
Service Encounter, p. 114.
12. Ibid., pp. 113123.
13. Zeithaml et al., Delivering Quality Service, pp. 8082.
14. Ibid., pp. 8486.
15. Bruce H. Axler and Carol A. Litrides, Food and Beverage Service (New York: John
Wiley & Sons, 1990), p. XIII.
16. Ibid., p. 1.
17. Ibid., p. 59.
18. David H. Maister, The Psychology of Waiting Lines, Czepiel et al., The
Service Encounter, pp. 89113.
19. Axler and Litrides, Food and Beverage Service, p. xv.
20. David E. Bowen and Benjamin Schneider, Boundary-Spanning-Role Employees
and the Service Encounter: Some Guidelines for Management and Research,
Czepiel et al., The Service Encounter, pp. 137139.
21. Ibid., p. 144147.
22. Lewis J. Minor and Ronald Cichy, Foodservice Systems Management (Westport, CT:
AVI Publishing Company, 1984), p. 148.
23. Ibid., p. 150.
24. Zeithaml et al., Delivering Quality Service, p. 103.
-
Mystery Shopper Services
TopServe Consulting
SuperServer Food Server Tips
http://www.mysteryshopperservices.com/
http://www.topserveconsulting.com/training.html
http://www.foodservertips.com/
Copyright & A K-C
,
, ,
.
,

, :
1 ,
2 ,
3 ,
, ,

4
5 .
Copyright & A K-C
210
, , front of the house back of the

house,
. , . ,
:
, , , .
, , , .
. , , , . ,
1:

( )

, . (. )
1011 (0,91,02)
1218 (1,11,67)
1316 (1,211,49)
1014 (0,91,3)
( )
1114 (1,021,3)
( )
1518 (1,391,67)
1820 (1,671,86)
2.

18 (0,46 ).
( ) 36 (0,91 ).
48 (1,22 ).
18 (0,46 ).

12 (0,3 ).
32 (0,81 ),
27 (0,69 ), 0,76 (30) 19 (0,48 ).
,
,
. , , , ,
( ). ,
.
Copyright & A K-C
211
. , , (, ). , , .
. , , , . ,
1/2 1 (, ), 12 1/2.
, 1 1/2 2 1/2 23 .
7.1
: Cravings
, . Mirage
,
-.
Cravings Mirage
- . -. (Adam Tihany), .
: ,
. .
3 . . (32 . . )
, , ,
. , . , , 600 .
!
,
- , ,
. Cravings
, . Cravings , . Cravings ,
.
: Ordine, Bill, Vegas Casinos New Dining Concept: A Gourmet Buffet, The Philadelphia Inquirer: April 2, 2004.
. , ?
Copyright & A K-C
212
,
, ,
3:
,
;
;
;
;
, ;

.
, , (, , ),
,
.
:

.
, ,
, . , , , :
;
;
;
.
, , , , , .
, , , .
, .
. - , , , . ,
, . , , , ,
. , . ,
, , , , 4. , ,
Copyright & A K-C
213
, ,
, !
, ,
, .
, , .
, , -
, . , , , :
- , . ,
.
: , , , .

,
. . , , ,
, , , , . ,
, ,
.
, ,
: , , , , , .

,
Epicurious.com, 5
:
.
: Epicurious releases list of 10 worst restaurant trends, September 2005,
http://www.hotelmarketing.com/index.php/content/article/epicurious_releases_list_of_10_worst_r
estaurant_trends/, November 6, 2005.

, ,
. , :
( ), ,
( ) . , , , .
. , -
Copyright & A K-C
214
.
, , , . ,
, , .
.
7 . ,

.
. .
, , . ,
, ;
, , . . ,
, . . 7.1
. , , ,
. , , ,
.
, , .
.
. , ,
, (, .).
. 7.1
, , , ,
, .
Copyright & A K-C
215
.
: .
, , , (), . , , , ,
.
, . , .
, . , , , -.
, .
(, )
: c . ,
, , , ,
. . , .
.
, . , .
, 18%-
8%- .

, . , .
, , ,
. , .
, ,
. ,
.
, , , .
,
. - , , - . .
Copyright & A K-C
216
7.2

. ,
.
Wild Ginger China
Bistro .
370 . , -
. ,
, Wild Ginger
, , .
Wild Ginger .
, . ,
, . , ,

.
Wild Ginger, ,
. , , . , .
.
, ,
,
Wild Ginger China Bistro. , .
,
; . Wild Ginger China
Bistro ,
, .
: Wilson, Marianne, Wild Gingers Casual Sophistication,
Nations Restaurant News, vol. 2, no. 2, pp. 89, May 2003.
. ,
?
Copyright & A K-C
217
,
,
, .
, . .
, , , , . , .

, .
.
, ,
.
. , ,
( ). ,
. ,
.
, .
, : ,
. ,
.
, ,
. .

,
. , ,
. ,
.
, ,
. , .
Copyright & A K-C
218

.
, , .
( , ) 15- ,
. ,
.
, , ,
. , , ,
- . , , .
.
, . , , .

. ,
,

.
.
, , .
, ,
.
.
.
(2,54 ).
- ,
. .
, .
. , , , . , , ,
. .
, 46 . , . -
Copyright & A K-C
219
,
.

, ,
. 5.
()
10+
()
. ,
;
,
;
810
,
. , ,
; ; ;
1015
;
;
;
15+
, ; , .
515
(, ..)
. -;
;
20+
, ;
; ;
, ;
;

Copyright & A K-C
220
10+
,
; ; ;
; ,
;
; ;
.
37
, , ;
;
710
;
;
, ;

20+
; ;
- ; ;
20+
; , ;

; ; ; ; ; ;
;

525
; ; ;

()

()

.
. , ,
, .

. , .
Copyright & A K-C
221
. -,
,
. -, ; -, ; -, , .
:
, . .
:
150 ; 1,75 .

= 787,50 . 6
4725,00 .
1181,25 .
(, 25%)
3543,75 .
350,00 .
3193,75 .
:
182 ; 1,75 .

= 955,50 . 6
5733,00 .
1433,25 .
(, 25%)
4299,75 .
350,00 .
750,00 .
3199,75 .
, 1 .
. . , , ,

,
.
Copyright & A K-C
222

, - ,
- .
,
,
!
: National Restaurant Association SmartBrief, September 8, 2005.
: , .
-
5060% ; -

. , , ,
, , .
, , - . -
. - , ,
, , ,
. , ,
.
, . 6 ( 72 ) ( 92 ) , :

, , 56 45 ;
47 ( )
34 ;
;
(
, );
Copyright & A K-C
223
,
. ,
(, )
.
, ( ) ,
, ,
.

,
. ,
, . : , , ( ) (, )7.
,
, , .
, , .., .

. , , 0,5 ( 18 )
. ,
. , 0,5
1,2 , .
1,2 3,7 , , , . , . , , , , ,
, , , ,
.
, ,
, .
,
,
.

. , ,
Copyright & A K-C
224
- . ,
,
.
,
. : ,
, , , , .
, ,
.
, (, ), , , .
, ,
0,7 . (8 . .) - 1,7 . (18 . .)
.
10% ( ) 25% .
. , , , ,
, .
: , , , 8.

, ,
. .
. , , . , , , , ,
.
,
. ,
, , ;
. , , . , - , , .
Copyright & A K-C
7.3
!
. , , ,
.

. , ,
.
Lotus - . , , .
, , .
Lotus Color Kinetics,

(), , , ,
.
Lotus . .
,
, , ,
. ,
. ,
.
,
.
. , Lotus, , . , , .
Lotus .
: Wilson, Marianne, Lotus Lights UP: LED Technology Creates Oneof-a-Kind Dining Experience, Nations Restaurant News, vol. 2, no. 2, pp. 12
13, May 2003.
. ?
225
Copyright & A K-C
226

, .
( ), .
, , .
, , . , , ,
, .
: , , ,
.
10%, ! ,
, 5060%,

4050%.
.
: (, ) (
). 4 1/2
910 , .
.
; .
,
, .
,
.
, , - .
-, , -,
- .
,
. , .
, .
.
, .
, ,
, .
, .
, 2030% ,
.
Copyright & A K-C
227

. ( 1960-)
90% . , ,
, , ,
8090% , 1020%. (, , ) 5060% , ,
.
,
: ,
; , . : , ,
, . , ,
150- , 75 ,
! ,
. ,
.

, . , : , , .
, .
, , , ..
; ,
. , , , -. . 7.2 .
. ,
, , , . ,
, , , ,
, .
, , . ,
: , , , .
() : , (.. ),
( ) (
).
,
Copyright & A K-C
228
. -,
-.
-
. 7.2
()
, .
, - - -.
- . (
) ,
. : , , - - - -.

.
, ,
, . , , ,
, .
. , , .
9:
(,
);

( -);
(, );
Copyright & A K-C
229
, , , ,
-.
, ,
, / ,
.
, , . ,
-.
, ,
,
.
. ,
, , . , .
: , , .
, .
,
, .
, . , ,
,
, , . ,
.
, , . ,
.
. , , ,
, , . . ,
, -, -, .
, , , , , . ,
, - : , , , , , , ..
- , , , . , .
, .
, .
.
, , .
Copyright & A K-C
230
,
, , . , ;
, ; , , ; , ; ; , ; ,
, , .
,
, , .
, ,
.
:
.
, , ,
. - .
10
1990 . (Americans with Disabilities
Act, ADA).
15 ,
. - . -
, .
,
,
, ( ).
:

.
,
, .
( )
.
0,71,1 . (812 . .), 0,40,6 . (46);
, 0,60,9 . (610); -
0,71,1 . (812)11.
Copyright & A K-C
231
,
, .. .
12.

, %
5
20
14
8
10
5
16
5
15
2
. , ,

, , ,
.
,
.
, .

. :
, ,
, , ,
, / , 13.
.
(Work aisle space) , . , . , -
Copyright & A K-C
232
. 0,60,9 (2436 ) . , . ,
, 1,1 ; ,
,150,3 .
.
. , , . . ,
. 0,8 ,
.
, ,
0,6 (). , 1,1 ,
.
,
1,2 ,
, .
, .
, .
,
14. 0,360,4
, , , , .

. , ,
.
0,6 1,2 .
. , 5 .
, . 0,941,0 ; 0,860,91 , .
Copyright & A K-C
7.4
:
City Limits, - 270 , , , 9 . .
5 ., ,
, (Margaret Callanan), .
. 6 .
. , .
,
, , , , , . 8
.
. - .
,
, .
.
.
.
, , .
, .
,
.
,
City Limits
. 11.30 ;
, .
,
,
.

,
, : , , .
, .

, .
233
Copyright & A K-C
234
. , . ,
,
, ,
. , , - . , .
: Frumkin, Paul, Margaret Callanan: Would-Be Wall Streeter Turns
Sight toward City Limits, Nations Restaurant News, vol. 37, no. 16, pp. 5658,
April 21, 2003.
.
, ?
, , ,
.
,
. ( )
. , , .

.
( )
. , , , +1821
+2023 , 4060%. ,
.
, , , . 15.
,
.
,
.
,
, .

.
Copyright & A K-C
235
, , , .
.
,
.
.
.
161215 1
. 323430 1 .
. ,
, . . , .
, : . ,
3:1, , , .
() , . . - .
, : ,
. ,
.
16. ;
.
, .
, , ,
.
, .
, .
. ,
, ,
.
, ,
50 , .
, , , ,
.
, . .
22,5 , ,
Copyright & A K-C
236
.
.

, , ,
.
,
. ,
, , , , , .

.
17. , .
.
. ,
: .
, ,
.
, ,
, , .
.
, ,
.
, . .

. - . , ,

.
18:
( ) /
, ;
;
/ ;

, ;
Copyright & A K-C
237
, ;
, ,
.

, , . . , , , ,
, .
.
, , , .
19:
(, ),
.
.
,
. : ; , , ,
.

, ,
. ,

. , ()
. , , , ,
. .
, . .
Copyright & A K-C
238
7.5

.
. .
. ,
, .
, - * Jamba Juice
(Kizk Perron) U- -.
, Jambo Juice
U- , - . ,
, , ,
.
U- - . , , .
, .
.
, -
,
.
:
U- ,
,
. ,
-
.
, Jamba Juice.
: Designing for Efficiency: T-Shaped Production Kitchen Drives
Productivity at Jamba Juice, Nations Restaurant News, vol. 2, no. 2, p. 7, May
2003.
. , ?
* ( . smoothies)
, ,
. . .
Copyright & A K-C
239
Jamba Juice

. ,
, ,
.
, ,
, ( ,
), ,
.

.

20:
. ,
, . ,
, ;
Copyright & A K-C
240
, .
, ;
, .
;
, , , , .
,
. , ;
, , , ,
. -
21.
L-
U-
. 7.3
Copyright & A K-C
241
(. 7.3). .
. , .
L-
, .
. .
U- , . ,
.
,
, .

.

. , ,
.

, , ,
, . (
) ,
.
. 7.4, , ,
, .

: (scramble), ,
. ,
: , . ,
.
, , -
Copyright & A K-C
242
(.. , ,
). , .
,
. ,
, . , , .
. 22.
6
5
4
3
2
1
. 7.4

Copyright & A K-C
243
. , , , .
, ,
.
. - .
, . . () . ,
.
.

. . , . . ,
, .
, . .
,
, .
, , .
23
(The Occupational Safety and Health Administration, OSHA) ,
: ; ; ; 24. 200
OSHA 2000 .
, .
OSHA .
,
, 2 . . OSHA
. , . . -
Copyright & A K-C
244
,
. .
, , , , .

, ,
. - . , , ,
, , . Stewart Andersons Restaurants
30%
. 100 . .
,
.
, , .
, .
. , NRA , ,
,
, , , (
!) ,
, .
, ,
.
, ,
. 25:

;
, ;
, ,
.

,
.
, .
. ,
Copyright & A K-C
245
. , .

1999 .
50-. , , ,
, .
,
, , , . ,

. .
: The Ergonomics Society, http://www.ergomonics.org.uk/ergonomics/definition.htm.
November 7, 2005

.

, , ,

.
- , , . , .
, . . 7.5.
. , , ( )
. , ,
, .
, , . ,
D .
.
Copyright & A K-C
246
, ,
, .
D
2
3
4
3
. 7.5 ,
.
: : Edward A. Kazarian, Foodservice
Facilities Planning, 3rd ed. (New York: Van Nostrand Reinhold, 1989), p. 298.
,
, , ,
,
, . . 7.5 :

+4+4+5+3+1+4+5
29
29

3+2+3+4+0+2
14
28

1+4+2+3
10
30

2+6
32
119
119 , .

.
. , , .
( )
, . :
Copyright & A K-C
247
16
8
5
2
1
2
3
4

=
=
=
=
16 : 13
16 : 6
15 : 5
8:6
55
1
2
3
4
=
=
=
=
13
12
15
24
64
55 (16 +
+ 16 + 15 + 8), , ,
13 + 12 + 15 + 24 = 64. ,
55
= 46%.
55 64
, .
. , 6 ,
4 , 4 (6/2 +
+ 4/2). , 4 3 = 12 . , , .

,
, . , , , , ,
.

. , , 4 , ,
, 30 ,
4 30 = 120.
. .
, ,
.
Copyright & A K-C
248

,
,
26.
,
. ( ).
, . , ,
, , , , .. . , .
. 7.6 7.6 , .
235 . :
10 ,
, ;
30 , ;
15 , ;
50 , , , ;
50 ;
10 , ;
10 ;
15 ;
15 ;
15 , ;
15 .
,
, ; ,
, ;
, . 50 . . ,
, 10 ,
, , , 20 , ,
, , .
Copyright & A K-C
249
()
. 76
Copyright & A K-C
250
()
. 7.6

Copyright & A K-C
251
7.6
:
1995 . Starr Restaurant Organization (SRO)
. 127 Continental Restaurant and Martini
Bar.
(Richard Roberts). ,

, .
Continental Restaurant and
Martini Bar
, . SRO ,
2003 . 4,3 . 5 .,
35% 2001 .
,
.

, .
, .
, , .
,
.
Continental
Restaurant and Martini Bar .
: Thorn, Bret, Richard Roberts: This Restaurant Has More Than One
Star; GM Leads Team to 35-Percent Sales Increase, Nations Restaurant News,
vol. 38, no. 4, pp. 5657, January 26, 2004.
. ?
,
.
, ,
, . , .
. ,
. , -
Copyright & A K-C
252
, .
, ,
, .
,
.
,
, ,
. , .
. , -
, , ,
, .
,
.
.
?
, ,
.
? ?
- ?
, , ? , .

12 (). , 12 , , , , , , .
? ,
, ? ,
,
?
,
? 5 . , , .
? ,
500 7-00 11-00 ,
8-30 9-00 .
10 ,
7 . ?
,
7 9 .
Copyright & A K-C
253
1. Sharon L. Fullen, Restaurant Design (Ocala, FL: Atlantic Publishing Group, Inc.,
2003), p. 51.
2. Ibid., . 50.
3. Edward Kazarian, Foodservice Facilities Planning, 3rd ed. (New York: Van Nostrand
Reinhold, 1989), p. 240.
4. Ibid., p. 116119.
5. Sharon L. Fullen, Restaurant Design (Ocala, FL: Atlantic Publishing Group, Inc.,
2003), pp. 100101.
6. Ronald E. Millman, The Hidden Influence, NRA News, vol. 6, no. 5, may 1986,
pp. 2829.
7. Carolyn U. Lambert, Environmental Design, Cornell Hotel and Restaurant
Administration Quarterly, May 1981, pp. 6268.
8. Richard E. Hopkins, Light, The Consultant, vol. XVI, no. 4, Fall 1983, pp. 3437.
9. Marilynn Motto, Profit by Design, Cornell Hotel and Restaurant Administration
Quarterly, May 1970, pp. 113116.
10. Beth Panitz, ADA After a Decade: The Industrys Efforts to Provide Accessible
Hospitality, Restaurants USA, September 2000, www.restaurant.org/rusa.
11. Kazarian, Foodservice Facilities Planning, 3rd ed., p. 401.
12. Ibid., p. 246247.
13. Ibid., p. 393398.
14. Arthur C. Avery, A Modern Guide to Foodservice Equipment (Boston: CBI Publishing
Company, 1980), pp. 1819.
15. Ibid., . 142.
16. Ibid., . 150.
17. Ibid., p. 159161.
18. Fullen, Restaurant Design, pp. 5758.
19. Kazarian, Foodservice Facilities Planning, p. 272.
20. Ibid., . 275.
21. Fullen, Restaurant Design, p. 52.
22. Boger, Carl A., A Comparison Between Different Delivery Systems of Quick Service
Food Facilities, Hospitality Research Journal, vol. 18, no. 3/vol. 19, no. 1, 1995,
pp. 111124.
23. Ira Apfel, Taking the Strain Out of Ergonomics, Restaurants USA, June/July 2001,
24. http://www.osha.gov/oshinfo/mission.html, 12 2005 .
25. Adam Blair, With Ergonomics, Small Steps Equal Big Benefits, Sage, 2003, p. 13.
26. Robert Christie Mill, Managing for Productivity in the Hospitality Industry (New York:
Van Nostrand Reinhold, 1989), p. 65.
-
Nation Restaurant Design
AMC Industries Restaurant Furniture
Food Equipment Unlimited
Restaurant Furniture
Golden Age Chandeliers and
Lighting
http://www.nationalrd.com/
http:// restaurantbooths.com/
http://www.foodequipmentunlimited.com/furniture.html
http://www.goldenageusa.com/hospitality-lighting.asp
Copyright & A K-C
, ; ,
; , .
,

, :
1 , ,
,
2

3 ,
, ,
, ,
Copyright & A K-C
255

. :
. .
. ,
.
. ,
, ,
.
. .
.
.
. .
. .
,
, , ,
.
, ,
, .

1. . ,
. .
, 2.

.
, .
,
, .
, . , ,
.
Copyright & A K-C
256

.
3.
1. . , 50 ,
150, , 150 : 50 = 3.
2. , , ,
, . ( ) , , ,
.
( . . ).
3. (, , ..), .
4. .
5. ,
. , , ,
, .
. , .
.

, . , , . , ,
, . ,
.
. .

.
Copyright & A K-C
257
8.1
:
Buffalo Wild Wings Bar &
Grill Captain Morgans Rum.
, .
Buffalo ,
. -
, .
.
- , ,
,
, - ,
Buffalo.
Buffalo 2004 .,
,
. ,
. , , Buffalo
2004 .
: Cebrzynski, Gregg, Co-Branding Success Prompts BWW to Explore
Saucer Strategy, Nations Restaurant News, vol. 38, no. 12, March 22, 2004,
p. 14.
. , ?
. . . . ,
.

, , 1,98 . , .
: National Restaurant Association. http://www.restaurant.org/research/ind_glance.cfm,
November 5, 2005.
Copyright & A K-C
258
:
, , .
,
.

.
, , , . 1030% .
.
, .. . , . , .
, , , ,
, .

.
. - . .
, ,
. .
, ,
. , .
, , - , ,
.

, .
.

1. .
Copyright & A K-C
259
2. , , .
3. ,
, , 4.
4. , . , ,
, .
()
1. :
U.S. Grade A U.S. Fancy ( )

U.S. Grade B U.S. Choice (, )
U.S. Grade C U.S. Standard ()
U.S. Grade A U.S. Fancy ( )

U.S. Grade B U.S. Extra-Standard
( )
U.S. Grade C U.S. Standard ()
U.S. Grade A 85100 ; U.S. Grade

8475 ; U.S. Grade ,
7460 . , ( ),
, 10085 , 7084 .
2. ,
.
3. , ,
, .
, .
.
1. .
2. .
3. .

1. .
2. : U.S.
Prime ( ); U.S. Choice, U.S. Select ( , , ); U.S. Standard (
Copyright & A K-C
260
, ); U.S. Commercial (
, ); : U.S.
Utility, U.S. Cutter U.S. Canner.

1. : U.S. Grade A, U.S. Grade B, U.S. Grade C, U.S. Procurement Grade I U.S. Procurement Grade II.
2. , ,
: , , , , , , , , .
3. ; 30 .
. ,
12 , ,
, 24%
5.
, ()
,
30 , ()
Jumbo ()
850 (30)
25,4 (56)
Extra large ( )
765 (27)
22,9 (50,5)
Large ()
680 (24)
20, 4 (45)
Medium ()
595 (21)
17,9 (39,5)
Small ()
510 (18)
15,4 (34)
Peewee ()
425 (15)
12,7 (28)

1. , ,
.
2. , ; .

1. U.S. Grade A ( ), U.S.
Grade ( ) U.S. Grade ( ).
2. , , , .
3. , , , , , .

,
.
Copyright & A K-C
261
, 6.
, , .
, , 7:
(1) , ;
(2) ;
(3) , ;
(4) ;
(5) ;
(6) , ;
(7) ;
(8) ;
(9) (, );
(10) .
,
, .
,
.
,
. (,
, ), 8:
=

100.

, ,
, ,
. , .
. ,
, ,
, , , ().
, , .
(), ,
.. . ,
. 9:

()
() ()
100
.
()
()
Copyright & A K-C
262
, .
, .
.

: , 10. -, , .
-. .
, , , -.
-, , .
,
-. , -.
-
. . , .

-. -, , . -.
- .
.
-, -
15 . , , , -. , , . ,
. , , ,
, 50 !
.

, , , 11. , .
Copyright & A K-C
263
, , ( 10 12),
, ,
, .

.
,
, . ,
, .
,
.

12.
1. - .
2. :
() ;
, -;
(, )

, ;
;

, ( ,
). , , , .

FIFO ( , ).
3.
, ,
USDA.
( FIFO). ; , .
.
4. ,
. 13:
18 7;
3 8;
0 3;
5 1.
Copyright & A K-C
264
5. -
. -
, . , ,
, .
6.
.
7. - .

2009 . () , , 20,7 .
, .
: National Paper Trade Association Alliance, http://www.gonpa.com/, October 30,
2005.
, , . - , , ;
. ,
. .
, , 14: , , , .

. , , ,
.
, , :
.
, 15:
2 4 ;
1/4
1/2 (100200 );
45 1 . ,
20,4 0,03 . (.. 680 1 . ).
Copyright & A K-C
265
400 ,
,
:
, 400
14

(1/2 )
( 1 .
45 )
(2800 : 45)
(
1,5 )
( 9 ,
0,75 ) (41,5 : 0,75) (16,2 )
= 5600
= 2800 (1270 )
= 62,2 . (1,76 . )
= 41,5 . (62,2 : 1,5) (3,86 . )
= 53,3
. ,
. .
. .

, ,
. ,
, . , ,
300400 , .
, , ,
.
.
20 .
.

.

1021,
50%. , . ,
, .
Copyright & A K-C
266
, ,
, , . 0 3. , , . .
8.2

. ,
, .
(Roger Beaulien)
- Culinart,
Inc., ,
- .
-, , ,
,
, .

,
, .
Culinart, $50- ,
, , ,
.
, , , . , , , .
Culinart ,
,
,
, ,
, . ,
, , .
: Sponsored by Nestle, Squeezing Money Out of Tight Places, Nations Restaurant News, vol. 38, no. 7, February 62, 2004, p. 28.
.
,
?
Copyright & A K-C
267
, , ,
300 450 . 13,6 18 1 .
(0,03 . ). . , . , : , . , - . , .

. , , .
,
. 23 26. , 16.
, .

.

, .
, .
. ,

.

. ,
. 17. , ..
, , .

. ,
, -
Copyright & A K-C
268
- .
.

:
() = +
+ ()
() .
//, , .
.

. , . , , .
,
. ,
, , .
,
, , .

, .
, .
, , , , .

, ,
,
.
, . .
Copyright & A K-C
8.3

.
.
, .
,
,
.
.
( ) .
, , ,
. , ,
.

.
Lutece, - , . [],
Lutece .
- .
,
.
.
,
.
-,
, ,

.
: Taylor, Marilou, Your Table Is Ready, Restaurants & Institutions,
November 1, 1999, vol. 109, no. 29, p. 97.
. , ,
?
269
Copyright & A K-C
270

18.

.
( )

( )
, ,
,
. , .
. , , , . , , , , ,
,
.
. (.. ),
( ). ,
, , , , .

. ,
.
. , ,
, , . .

. . , . , , .
, ,
.
.
, , -
Copyright & A K-C
271
, , ,
.

. , .
,

.
8.4
:
Sliced Pear -,
-.
(Richard Hamilton), - Sliced Pear, .
, !

.
, ,
- .

.
Hamilton House.

. Bradys,
. ,
Sliced Pear. ,
: , . , , , , , , , .
: Duecy, Erica, Richard Hamilton: Diversity Sweet Inspiration for Sliced
Pear Chef, Nations Restaurant News, vol. 38, no. 12, March 22, 2004, p. 38.
. ,

, ?
Copyright & A K-C
272

. ,
, , . ,

.
, , ,
. ,
.
; .
, .
, ,
; . .
, , -, .

, , .
,
,
, , .
.
, , . , ,
.

( ), , . ,
. . ,
, .
Copyright & A K-C
273

McDonalds, 30 . , ,
, www.mcdonalds.com
,
, .
: Nations Restaurant News, McDonalds Identifies Suppliers to Show That Menu
Items Are Nutritional, http://www.nrn.com/newsletter-sr/story.cfm?ID =8411705304&SEC
=QSR%20Newsletter, November 7, 2005.

: . , , . .
, . .
, , ,
19.
, , , ,
(poaching), , (simmering),
(steaming) (stewing).
(
100). .
, . . , ( ) . . ,
, , , .

, . ,
, . .
.
, , .
, , , .
Copyright & A K-C
274

, . , , ,
. ,
. .

. . , . , , , . , .
,
.
. . ,
,
., ( ). . .
,
, , . , , , , .
, , 8596.
, . , , ,
20.
,
. ,
() .
. .
. ,
, (barbecuing),
(broiling), , (ovenizing),
(roasting) (frying).
,
.
.
, .
, ,
. ,
. 148 177. -
Copyright & A K-C
275
: ( ) 60,
71 77.
.
( )
( ),
.
121177,
. ,

, .
,
, 1520 .
.
. .
, . . ( ,
), ,
,
.
.
. 20%
80% ,
. .
.
(Shortening), , , .
. , .
. , ,
. ,
.
. , .
.
, , ()21. , , . . / .
, , .
Copyright & A K-C
276
, , . , . ,
. , ,
.
,
.
, ,
.
. (, )
,
. , .

() .
22.
: (1) ; (2) ;
(3) ; (4) ; (5) ; (6) ; (7) ; (8) ; (9) ;
(10) ; (11) 23.
- 24.
1. , (
, ), ,
.
2. , , ; , . ,
- ,
, .
3. .
4.
, ,
.
5. .
Copyright & A K-C
277

, , , . , ,
, .
, , , .
, , ,
, , (
), () ,
, , , . , .

, , .
, , , ,
.
, . ,
.
, .
(chef de rang) (demi chef de rang). ,
(gueridon). , ,
(rechaud). ,
, . , ,
. ,
.
, , . ,
.
() , ,
. -
Copyright & A K-C
278
.
,
, . ,
,
.
, , . , , . .

, , . ,
. , ,
. , .

.
. , , , . , , , ( ).
.
.

.
.
. . (), .
, , , .

, . ,
.

, . 20
.
Copyright & A K-C
279
8.5

. , ,
.
,
. , . ,
,
.

, , .

: , , .
, , ( 40 +60) ( ).

, , . (, ), . , ,
, ;
. ,
.
.
: Norton, Char, Youve Got to Measure to Manage, Food Management, vol. 38, no. 1, January 2003, pp. 5860. Norton, Char, Where Are Your
Critical Points, Restaurant Hospitality, vol. 87, no. 2, pp. 9496.
. , ?
3,1 4,7 . . , .
5,6 6,2 . .
, , .
Copyright & A K-C
280
.
, .

Nd
Nd
Nm
Nsa
Tm
Td
N m N sa
(Tm / Td ) 1
, ;
, ;
;
;
, .

. . ,
. , , ,
. ,
, ,
.

. .
, , , . , , , 25.

, ,
. ,
. .
.
, .
,
, , . , ,
, , , .
Copyright & A K-C
281
,
,
.
, , , , . , . , , , , , .
8.6
:
2003 . Crimson
,
. , (Greg Davidson) ,
.
, . , .
!
, .
, , , .
,
;
. ,
Crimson .
Crimson , :
,
.
,

. , , , , . ,
.
,
. ,
.
: Davidson, Greg, Back in Back, But Crimson Had a Tough Ist Year,
Nations Restaurant News, vol. 38, no. 7, February 16, 2004, p. 58.
. ,
. ,
?
Copyright & A K-C
282

, .
. ,
. ; .

, , /
. , . , ,
,

. , , .

,
, ;
, .
: , ,
26. .
, . .
- .
, .
, ,
. -,
. .
1. Mahmood Khan, Foodservice Operations (Westport, CT: AVI Publishing Company,

1987), pp. 254257.
2. Lewis J. Minor and Ronald F. Cichy, Foodservice Systems Management (Westport,
CT: AVI Publishing Company, 1984), p. 100.
Copyright & A K-C
283
3. Khan, Foodservice Operations, pp. 148149.

4. Ibid., . 175.
5. Ibid., . 195.
6. Ibid., . 163.
7. Ibid., . 164165.
8. Ibid., . 148.
9. Ibid., . 148.
10. Ibid., p. 209211.
11. Edward A. Kazarian, Foodservice Facilities Planning, 3rd ed. (New York: Van
13. Ibid., . 214.
15. Ibid., . 13.
16. Khan, Foodservice Operations, p. 218.
17. Ibid., . 220.
18. Minor and Cichy, Foodservice Systems Management, p. 33.
19. John B. Knight and Lendal H. Kotschevar, Quantity Food Production, Planning and
Management, 2nd ed. (New York: Van Nostrand Reinhold, 1989), p. 173.
20. Ibid., . 275.
22. Ibid., p. 252253.
25. Ibid., . 283.
-
Cost Guard Foodservice Software
Food Software/Advanced
Analytical, Inc.
Sysco Corporation
ARAMARK Corporation
Canteen Vending Company
http://www.costguard.com/
http://www.foodsoftware.com/
http://www.sysco.com/
http://www.aramark.com/
http://www.canteen.com/
Copyright & A K-C
:
,

, ,
, , ,
, .
, Michelin Guide

, :
1
,

2
,
3

4

5

Copyright & A K-C
: ,
285

1, ,
, , , .
, , , . , ;
,
.
2.
1. ,
. , .
2. .
3. .
4.
.
, ,
.
, , ,
.

.
5. , , . , , ,
.
6. , , ,
.
, , .
7.
, , .
, . ,
, , ,
,
. . ,
18 26 . ,
(, )
Copyright & A K-C
286
,
, , ,
. ,
. , .
9.1
:

, , .
,
, , ,
.

,
.
,
. , , , .
,
,
,
.

, ,
.
, , .
,
:
,
. , , , , . ,
.
.
: Frumpkin, Paul, Never Fear, New Gear: Brave New World of Interactive Eauipment, Robotics Offers Relief for Harried Operators, April 14, 2004,
www.nrn.com/equipment/
.
?
Copyright & A K-C
: ,
287
,
, ? ? . , , / ,
, / 3.
, 4.
.

, , , , 5.

, .
,

.
(Mahmood Khan) 6:
H
H
L
A
B
C
D
E
F
L( A B )
,
C L(D E F ) G
;
;
;
;
, ;
- ;
;
, ()
(L);
.
H > 1,0, . , .
. , , 9 15 .
, , .
, .
Copyright & A K-C
288
? ,
, , . ,
, .
-
(North-American Association of Foodservice Equipment Manufacturers, NAFEM) ,
.
-
, ,
, . ,
on-line . , .
. (National Sanitation Foundation, NSF). , NSF.
. ,
, . ;
; , .
. (National Fire Protection Association, NFPA), 1997 . 11,3 . ; 172,5 .
, - .
7.
,
, ,
.
, ,
, . ,
. , , ,

, .
.
Copyright & A K-C
: ,
289
, ,

.
,
, , , .
.
, .
, , , .
.
, , .
.
, , , ,
, ..

,
. , .
. , , . ,
, , ,
, . , .
, , , (,
.), ( ).
, ,
,
.
,
, , . -
, , , .
: , , . , .
Copyright & A K-C
290
, . 8,10 12; 12 14 .
,
. , . , , , 4; .
, . ; ; . : , ,
.
, , , . ,
, , .
, .
, , , .
, .
. , , ,
.
, ..; ; (
, );
, ; ,
, ;
.

. , , , ,
. , , ,
, , .

, , .

,
. , , .
Copyright & A K-C
: ,
291
. : 110120 220240 .

, .
, , . , 8
W = V I,
W
V
I
, ;
;
.
, 110
2000 . , , ..
2000 : 110 = 18,2 . 25%
25 , . -; - ( ), - (1000 -).

, .
, .
9.
(1) .
(2) .
(3) : , , , .
(4) , , :
;
, , ;
;
;
;

(, Underwriters Laboratories (UL), , ,
;
(National Flectrical Manufacturers Association,
NEMA); ; (American Gas Association,
AGA); - (American
Society of Mechanical Engineers, ASME));
Copyright & A K-C
292
(5)
(6)
(7)
(8)
(9)
;
,
.
: .
.
.
.
.

: . . , , ,
, .
, ,
. , . , , 10. , 300 ,
. , 300400 ,
, 400500 ; 500
1000 .
2030% , ( ), ,
. ,
, , .
,
,
.

, . ,
. , ( ,
) 1013 . . ,
. , 11:
Copyright & A K-C
: ,
N
N .
N . N . N .
293
N .
N .
N .
, ;
N . , .

, , . , ,
.
.

,
. , .
, . .
,
, . , .

, , .
, ,
.
,
. , .
, , . , . .
Copyright & A K-C
294
9.2

. ,
.
.
,
. , ,
, ,
. , Pack-A-Drum, , , , .
Pack-A-Drum ,
, .
. ..
,
, , . Pack-A-Drum , - .
, , .
, , .
, McDonalds Burger
King, Pack-A-Drum
, , , . , , , , ,
. Pack-A-Drum .
: Good Trash Goes in Small Packages: A Simple Compacting
Procedure Saves Space, Time, Money, Nations Restaurant news, vol. 2, no. 2,
p. 19, May 2003.
.
?
Copyright & A K-C
: ,
295

, -.
, . , - , , . .
, ,
,
. , .
, .
15 18 3050
. 1520 , 5060 .
. , ,
, , .
,
,
. , ,
/ 12. , ,
,
, .

, . () . , ,
1 ( 2,5 ) 15 ,
30 . , , ,
.
(griddles)
.
:
, 8 10 .
, , .
,
.
Copyright & A K-C
296

The Raytheon Corporation
1947 . .
( 170 ) 300 . 5 . . , , , ,
: http://www.gallawa.com/microtech/history.html, November 7, 2005.

.
, . ,
. ,
. ,
, .
, ,
, ,
.
13
= ( %
) / 128 (. 3,6 ), 1 (. 3,8 )
, ( 1000 ).
15% .
, , .
, ,
.
, , , (
). , .

.
Copyright & A K-C
: ,
297

, . ,
, .
.
, . 6 : 1, ..
.
15 130 ( 6,8 59 ).
1,52 , ,
130 195 260
.
, .
, . , .
. ,
.
.
, . , , .
(Steamers) , . , , ,
. 90,
. .

, ,
, , . , , ,
. , .
.
Copyright & A K-C
298
. , .
,
.
. .
, , . , , .
, , , .
4,7 19 , 28
378 .
/

. , .
, ,
.
, . ,
, ,
, .

. , ; ,
; ,
; ,
- ; , ,
.
, . 50 600 , 1500 2000
;
2500
.
Copyright & A K-C
: ,
299

:
,
,
()14.
. , , , .
. .
, .
, , , . , ,
.
, .
, (),
, () ,
.
() ,
. , ,
4, , ,
12.
, , . .
.
, ,
, . , , , , - , .
, , .
: , ,
. , .
Copyright & A K-C
300
.
0,6 2,5 . ,
, , , . , , . , , , ,
.
.

, ,
, , , . ,
.

.
, , .
, . -
, . ,
,
.
15.
,
.
.
, .
. . ,
, - , , , .
. ,
. ,
, , , - .
Copyright & A K-C
: ,
301
, , .
, , .
,
, .
. , , , . ,
. , ,
, .
(
)
. ,
, . ,
6 .
, , 40-
12% .
, , . , . .
, , ; . , , ,
.
, .
.
.
.
. ,
, .
,
.
, .
: , , , . , . ,
,
, , .
Copyright & A K-C
302
,
.
,
,
. , ,
, , , , .
9.3

.
.
, Intelli-Hood,

.
Intelli-Hood , . , , . , Intelli-Hood, , ;
.
Intelli-Hood :
;
;
;
.
Intelli-Hood , ,
.
, Intelli-Hood

16%.
: Smart Choices Pay Off: Controls on Kitchen Hoods Provide As
Needed Ventilation at TGI Fridays, Nations Restaurant News, vol. 2, no. 1,
p. 1, May 2003.
/ ?
Copyright & A K-C
: ,
303
, ,
, , , .
, .
, ( , ).
,

,
. ,
,
- .
16:
(1) , ,
, ;
(2)
, ;
(3) , ,
, ;
(4) ;
(5) , ,
;
(6) ,
;
(7) ;
(8) ;
(9)
.

, -
. .

. -
Copyright & A K-C
304
.
, .
,
, .

, ,
, , .

.

.
. (.. )
. , . , .
. 17:
(1) , ;
(2) ;
(3) ;
(4) , , .

.
: - , -
, .
,
. , ,
.
.
, , , ,
.
Copyright & A K-C
: ,
305
, .
,
, .
. , . , ,
( ).

18:
(1) , ;
(2) : +82, +60;
(3) ;
(4) , ;
(5) ,
;
(6) , ;
(7)
.

. , , .
, - , ,
, , , .
.
, .
19:
(1) , ();
(2) ;
(3) ( ), ;
(4) ;
(5) .
(), . ,
, . () 1520% .
20:
(1)
;
(2) ;
Copyright & A K-C
306
(3) , ,
, ,
, ;
(4) , .

. ,
, . , .
, 21:
(1) ;
(2) ;
(3) , ,
.

1938 . (Roy Plunkett) !
, .
1945 . DuPont DuPont Teflon. , . , .
: http://inventors.about.com/library/inventors/blteflon.htm, November 7, 2005.

, .
; . ,
260.
.
. , , ,
.
, ,
. . , ; ,
. .
Copyright & A K-C
: ,
9.4
:
, (Paul Pinnell)
Nana, 27-
Wyndham Anatole. Nana
170 ;
.
Nana, , ,
, . .
1011 .
75 1012
. , .
- , .
,
,
, .
, . , , , ,
. ,
, . ,

.
,
, ,
.
, , , . , .
300 ,
. .
, ,
. ,
, .
: Ruggless, Ron, Paul Pinnell: Former Theater Major Takes Performance Seriously, Treats Every Night Like Opening Night, Nations Restaurant
News, vol. 37, no. 16, pp. 7172, April 21, 2003.
. ?
307
Copyright & A K-C
308
.
.

.
, , , . , , .
.

, , . ,
.
.
.
,
,
.
,
. 22:
(1) ;
(2)
, ,
;
(3) , ,
;
(4) ,
;
(5) ();
(6) , ;
(7)
;
(8) ,
, ;
(9) , ;
(10) ;
(11) ;
(12)
;
(13) .
, ,
. ,
30 .
.
Copyright & A K-C
: ,
309
9.5
?
. .
McDonalds ,
. ,

.
(Occupational Safety and Health Administration, OSHA)
0,5 .
, McDonalds , . 0,47. , ,
,
OSHA. .
2002 . McDonalds
ProTile 700, ,
, ,
. , ProTile 700 0,75 !
ProTile 700
McDonalds. , 58%.
.
: Testing for Safety: McDonalds Measures the Effectiveness of Its
Floor-Cleaning Products, Nations Restaurant News, vol. 2, no. 1, p. 16, May
2003.
.
?

.
. .
Copyright & A K-C
310
, . , , ,

.

, 20% . (Environmental Protection Agency, EPA),
20%- 23. ,
. ,
;
.
. -
, ,
().

24.
- , , . - .
.
25:

20%;
,
.

,
. , . , , 12 , .. .
.
, , ( ) .
Copyright & A K-C
: ,
311
, , ,
, , . () * .
26:

3413
1000
140 000
1000

,
,
. .

, ,
. , - . .

, , .

. , ,
, .

,
. ,
.
, .
. , .
*
British Thermal UNIT, BTU. , ,

1 ,
1, 055 . . .
Copyright & A K-C
312
,
27:
;
;
;
;
;
.

. , , , , , . , 15 . , -
, .
, 12 ,
200 , 20 . .
, ,
. , , ,
.

(NRA)
Kitchen Innovation Reward
. ,
, ,
. 2005 .
Hobart, The Opti-Rinse System,
,
. Hobart 50%
, ,
.
: National Restaurant Association, 2005 NRA Show Kitchen Innovations
Awards, http://www.restaurant.org/show/exhibitorlist/ki/ki_recipients.cfm, November 7, 2005.

. , , ,
. , . -
Copyright & A K-C
: ,
313
. , , , . ,
, .
,
, (
),
, . , ,
, ,
, .
. , , .
+82, .
, ,
.
, ,
.

. . ,
. ,
. , , .
.

. , , , , , ,
. : . ,
, , 45% .
, ,
. ,
, ,
. . . -
Copyright & A K-C
314
,
. , ,
.
.
,
,
15%. ( ) . ,
. , .
. ,
- ,
.

28:
;

;
;

, ;
-,
. ,
, , . .

29.
1. , . .
2. .
3. .
4. .
5. . .
6. : ; ; .
Copyright & A K-C
: ,
315
7. , ,
.
8. ,
.
9. , ,
,
, ,
.
9.6

.
.
.
. , , ,
.
(Ramin Faramarzi), Southern
California Edison Co,
, , , :
1. ,
.
2. ,
, .
3. , .
-.
4. . , Energy Star.
5. .
6. .
: Electric End Use Cools Off: Proper Refrigeration Improves Energy
Efficiency in Quick-Service Restaurants, Nations Restaurant News, vol. 2, no. 1,
p. 18, May 2003.
. ?
Copyright & A K-C
316
9.7
:
(Kelly Marshall) 1980- Applebees .
T.G.I. Fridays .
. 1989 .
, .
- , , T.G.I. Fridays,
Hard Rock Caf . ,
. ,
Hard Rock Caf, -.
Hard Rock Caf , ,
-. , , .
, ,
. ,
39 Hard Rock
Caf.
,
.
, , .
.
: Daniels, Wade, Kelly Marshall: Not Just Another Starstruck Fan,
GM Keeps Her Casual Cool at This Celebrity-Focused Restaurant Nations Restaurant News, vol. 38, no. 4, pp. 8688, January 26, 2004.
. ,
.
1. .
2.
.
3. ( ) .
4.
.
5. ,
CO2 .
Copyright & A K-C
: ,
317
6. .
7. ,
.
8. .
9. .
10. , .
,

1.
.
2. , .
3. , .
4. ,
.
5. ,
, .
6.
.
30.

/ (
(1 )).
.
.
, .

( ) .
EPA . www.epa.gov/smallbiz/restaurants.html.
1. Mahmood Khan, Foodservice Operations (Westport, CT: AVI Publishing Company,

1987), pp. 112116.
2. Ibid., .164166.
3. Ibid., . 112.
4. Lendal H. Kotschevar and Margaret E. Terrell, Foodservice Planning: Layout and
Equipment, 3rd ed. (New York: John Wiley & Sons, 1985), p. 330.
Copyright & A K-C
318

6. Ibid., . 113.
7. Madeleine Burka, Dont Let Your Business Go Up in Flames: How to prevent Fires
and Be Prepared when Disaster Strikes, Restaurants USA, May 2000,
9. Ibid., . 138.
10. Ibid., . 126.
11. Ibid., .
12. Edward A. Kazarian, Foodservice Facilities Planning, 3rd ed. (New York: Van
14. Kotschevar and Terrell, Foodservice Planning: Layout and Equipment, 3rd ed. (New
York: John Wiley & Sons, 1985), p. 447.
15. Kazarian, Foodservice Facilities Planning, pp. 112113.
16. Ibid., pp. 219.
17. Lewis J. Minor and Ronald F. Cichy, Foodservice Systems Management (Westport,
CT: AVI Publishing Company, 1984), p. 242.
18. Ibid., . 242.
19. Ibid., . 241.
20. Kazarian, Foodservice Facilities Planning, pp. 223224.
22. Ibid., . 242.
23. Madeleine Burka, Youve Got the Power to Cut Energy Costs Through
Conservation, Restaurants USA, August 2000, www.restaurant.org/rusa.
24. Robert E. Aulbach, Energy and Water Resource Management, 2nd ed. (East Lansing,
MI: The Educational Institute of the American Hotel and Motel Association, 1988),
p. 99.
25. Ibid., . 101.
26. Judy Ford Stokes, Cost Effective Quality Food Service: An Institutional Guide
(Rockville, MD: Aspen Systems Corporation, 1985), p. 258.
27. Madeleine Burka, Youve Got the Power to Cut Energy Costs Through
Conservation, Restaurants USA, August 2000, www.restaurant.org/rusa.
28. Ibid.
29. Minor and Cichy, Foodservice Systems Management, pp. 243244; Equipment
Insights, 30. A Joint Report from FCSI and Nations Restaurant News, vol. 4, no. 1,
September 1, 2003.
30. Ira Apfel, Dont Waste Your Energy, Restaurants USA, June 2002,
-
USA Restaurant Equipment
Galasource, Inc.
Greenlight Management Corp.
http://www.amer-rest-equip.com/
http://www.galasource.com/
http://www.greenlight-management.com/literaturerestaurant-energy-study.html
Copyright & A K-C
10

. , - , . ,
- .

, :
1
2
3 ,
4
5

Copyright & A K-C
10
320

, 1.
(National Assessment Institute, Inc.)2.
,
.
, , .
,

.

.
,
, 3.
1. : (), ,
.
2. : , .
3. :
, .
4. : , ( , , , )
.
10.1
:

2000 . Taco Bell

, .
,
. , ,
.
: 2003 .
Copyright & A K-C
321
, 500 .
, , , 500 ,
( biopharm corn).
2003 .
50
, (Food and Drug
Administration, FDA). ( ), , , , , , ,
, .
2003 . ,
, , . Diary Queen International
. ,

E. coli O157:H7 .
, ,
(). , ,
,
( ) * . ,
, , , .
, , . ,
. , , ,
,
-. -
,
. -

.

, FDA, EPA USDA, ,
- ,
, .
.
News, ,
, -, .

-.
* :
. . .
Copyright & A K-C
10
322
92%
, , . ,
,
. , ,
- , FDA . ,
.
: Bren, Linda, Genetic Engineering: The Future of Foods?, FDA
Consumer, vol. 37, no. 6, November/December 2003, pp. 2835. Liddle, Alan J.,
Engineering the Future: Interest in Biotech Grows, Nations Restaurant News,
vol. 37, no. 38, September 22, 2003, pp. 128131.
.

.
?
4
, , , ,
.
, . : ,
, , , , ( ,
, , , , , , (), ( , , ), , , ), .
, - , . -
, (egg rolls) ,
, . ,
. :
.
, , ,
.
, -
, ..
; , ,
. - ,
- .
Copyright & A K-C
323
, , ,
, , , -, ,
. ,
, .
, .
, , ,
,
. ,
; , .
.
- . 5:
;
( );
;
;
;
, , ;
;
;
;
;
.

(Center for Disease
Control, CDC
),
6 ( ,
100%, , , ,
).
1. (63%).
( 10 ),
, ,
. , ,
, .
, , .
Copyright & A K-C
10
324
10.2

.
.
, . ,
. ServSafe,
.
- , , ,
. , . , , , , , :
, --
;
- ,
, ;
,
ServSafe , , . ,
, ;

ServSafe, ;
-, , ,
ServSafe.
: Jacobs, Don, Strive for a Perfect Health Inspection Score, Restaurant
Hospitality, vol. 88, no. 3, March 2004, pp. 9092.
. - , .
-
?
Copyright & A K-C
325
2. (29%). , , .
3. (27%).
21 49 ,
;
, ,
.

, , . , .
4. / (26%).
-
.
5. (25%). 74
, ,
.
6. (9%).
, , .
7. (6%).
, ,

, .
8. (5%).
, , , .
,
.
9. (2%). , , .
10. (1%). , ; , , .

76 . . :
http://www.cdc.gov/.
: Helm, Janet, Know the ABCs of Food Safety www.theledger.com, September
1, 2005, October 30, 2005, http://www.nraef.org/nfsem/training.asp, October 30, 2005.
Copyright & A K-C
10
326
10.3

. , .
11 2001 .
, .
20022004 .
. 2003 . - , - . Bovine
Spongiform Encephalopathy (BSE), ,
, .
, 2004 .
Reed Research Group,

.

.
. 29% , .
, , ,
2004 ., , , S, , , ,
.
. 2002 .
(Public
Health Security and Bioterrorism Preparedness and Response Act)
, .,
.
FDA,
. FDA,
.
Copyright & A K-C
327
Reed Research Group, 75%

. 53%
.
. 48% , 49% .
: Perlik, Allison, Plating it Safe, Restaurants & Institutions, vol. 114,
no. 5, March 1, 2004, pp. 4447. Perlik, Allison, How Now, Mad Cow,
, pp. 5053. Perkins, Caroline, FDA to Distributors: Get Ready for Weapons
of Mass Consumption, Nations Restaurant News, vol. 38, no. 11, March 15,
2004, p. 18.
. ,
FDA ? ,
?
, , 7: , .

, . ,
, .
, ,
, , . - , , , , . , ,
. ( , , , ,
, ) .
. , , ,
, .
,
460
. , ,
554,5. , ,
, . -
Copyright & A K-C
328
10
7;
.
, .
.
, .
pH=7,0. pH , , , . , pH = 6,57,5.

, ..
.
, , .
, . ,
, . , , .
, .
, , ..
, , . . 60.
, .
, , . , . , . 10
60, . .

, .
57 .
.
,
, : , , ,
.
Copyright & A K-C
329

,
.

, , , , . , .
, -, , . ,
, (), , , . , ,
, . ,
, .

, , ..
.

.
, ,
.
. , ,
, .

,
8. 1960- (The Hazard Analysis Critical
Control Points, HACCP).
,
. , ; , ,
9.
Copyright & A K-C
330
10
HP 10.
1. .
. :
, 11.
2. . : , , 12.
3. . . ,
: (1) ; (2) ,
, ;
(3) 73,913.
4. . ,
. , 7,2. , ,
4,4 .
5. , .
, , ,
.
.
, . , , ,
.
6. .
HP , ,
.
7. . , , :
(1) ;
(2) ;
(3) ;
(4) .
, ( ). , .
,
7,2; ; ,
; ;
. -
Copyright & A K-C
331
, , .
.
10.4

. ,
.
NRA (The National Restaurant Association
Educational Foundation, NRAEF)
ServSafe, ,
.
ServSafe
. ,
ServSafe

.
ServSafe
, CD-ROM.

www.nraef.org/e_learning/elearn_home.asp. , .
ServSafe Manager Certification Training 610 . . , , ,
.
. ,
, . ,
,
NRAEF.
: Editors, NRAEF Introduces Online ServSafe Training, Foodservice
Equipment & Supplies, vol. 56, no. 10, October 2003, p. 18. NRAEF Web site,
www.nraef.org/e_learning/elearn_home.asp.
.
,
().
Copyright & A K-C
332
10

, .
,
,
, .
. . +7,2, 17,8. , .
.
, 12,5 .
5 . .
- . ,
, . . .
, . ,
, .
- . Grade A. , , , , .
- ,
. 0 7,2. , ; , ,
. ,
.

, ,
.
.
, . Grade A,
. ,
.
Copyright & A K-C
10.5
:

(International Food Safety Council, IFSC), NRAEF,
,
, .
IFSC
ServSafe.

5 . ., 325 .
78 . .

. IFSC . IFSC ,
, - , .
IFSC (John Farguharson),
Aramark ( )
NRA. , , , . .
,
.

.

. . 1998 . ,
, !
: Frumkin, Paul, John R. Farquharson, Nations Restaurant News, vol.
34, no. 39, September 25, 2000, pp. 189192.
. ,
ISFC ,
Aramark?
333
Copyright & A K-C
334
10
,
- , : 7,2; , ,
.
.
7,2,
3,3. Sous vide , ,
. . 0 3,3. , Sous vide, (FDA).

14.
1. .
2. .
3. .
4. .
5. - .
6.
.
NRA
(. . 10.1). : , ,
(FIFO).
;
, .
,
. ,
.
, .
.
. ,
, 15 , ,
( ). ,
. .
, , .
, , .
, . -
Copyright & A K-C
335
FIFO; +7,2.
, . ,
, .
10.1

,

,
( F)
,
%
1021,1
(5070)
5060
3,34,4
(3840)
04,4
(3240)
1,1+1,1
(3034)
1,77,2
(3545)
4,47,2
(4045)
< 17,8 (< 0)
7585
7585
7585
7585
8595
: Applied Foodservice Sanitton, 4th ed. (New York John Wiley & Sons, 1992), p. 121.

, , , ,
. 54,4
73,9.
: National Restaurant Association, About Foodborne Illness: Common Pathogens, http://www.restaurant.org/foodsafety/how_to_pathogens.cfm, November 6, 2005.

.
15: ,
,
, ,
Copyright & A K-C
336
10
, . . , ,
: 7,2 60.
. ,
.

, , , 21,1.
. . .
,
, , .
, , . .
, . , 16:
7,2 (45F)
54,4 (130F)
62,8 (145F)
65,6 (150F)
68,3 (155F) ,

73,9 (165F)
73,9 (165F) ,
,
76,7 (170F)
.
, . 60 , . .
,
, .
, , , 7,2.
60.
Copyright & A K-C
10.6

. .

NRAEF
.
, , , ,

5 60.
NRAEF :
,
, . ,
.
, .

, .
, .
.

11,5 .
, , 1021,1.
, . , ,
.
NRAEF,
40 100
.
, . NRAEF
.
.
: Hume, Scott, Telling Time and Temperature Restaurants & Institutions, vol. 114, no. 3, February 1, 2004, pp. 7577.
.

, - , ?
337
Copyright & A K-C
338
10
,
. ,
: ,
.
, , , - ,
. , . , ; , , ;
; , .

, ,
, - ,
. , 20% . , ,
.
: , 17.
, 7,2.
5 , , ,
.
, . 73,9.
(NRA)
12 18.
1.
.
2. .
3. , 43,3,
48,9, 76,7
, 30 .
4. .
Copyright & A K-C
339
5. 23,9.
6. -.
7. .
8. ,
.
9. , ,
. , .
10. .
11.
. , ,
(Envizomental Pzotectien Aqency, EPA).
12. ,
15 ; .
,
. Unterwriters Laboratiries (UL) NSF Intarnational ,
.

.
, ; .
, 19.
.
(, ), , (, ), . ,
, , , ,
, .
. ,
.
. ,
.
.
,
;
( ).
Copyright & A K-C
340
10
. ;
; .
. ,
.
.
, .
20: , . , .
, ,
. , . ,
. .
, , .

.
, . , , . 76,7, 30 .
.
,
.
, . . , . 23,9. ,
, , .
23,948,9.
, . 23,9 ,
.
.
, , .
. , , .
Copyright & A K-C
341

, , . - , ( ) ( ) 21.
, . ,
. , , . ,
.
. .
, ;
, 1 ; , , , ,
.
, , , , , . .
,
. , , .
, ,
, .
.
,

. . , .
, 22:
;
, ;
, ,
( , );
;
, ,
Copyright & A K-C
342
10
, , -
;
.
, .

, 23. , .
, , . : ,
24. ,
. . ,

.
,
,
. , ,
, . , ,
. (, )
. , , .
.
. ,
, , , .
.

.
, . Jack-in-the-Box ,
, . ,
Copyright & A K-C
343
, ,
.
; 15,6 . ,
Jack-in-the-Box 44,5 . .
, , , . , ,

.
, ,
. -
Foodmaker .
,

, 1960- NASA
.
, ,
.

CiCis Pizza,
. , ,
, . CiCis Pizza .
( ). 565 95%
, CiCis Pizza . ,
. CiCis Pizza ,
250 ServSafe
. , CiCis Pizza ,
, , ,
web- .
: Peters, James, Nations Restaurant News, http://www.nrn.com/story.cfm?ID
=7879605305&SEC=Food%Safety, November 2, 2005.
Copyright & A K-C
344
10

,
. ,
, , .
, . , ,
, , . , , , .
,
.
, , ,
. , .

, ,
:
, ;
, ,
;
, ;
,
, , ;
, , ;
,
;
;
.
. .
,
. , . ,
, , ,
Copyright & A K-C
345
. .
, , .

, .

(Division of Safety and Hygiene, Industrial
Commission of Ohio) ,
25.
1. , , , .
2. , , .
3. .
4. ,
;
.
5.
, .
6.
, , .
,
, , ,
. : ,
(, , );
; ,
; ; , ,
.
: , ; ; , ; ,
.
: ,
; ; , ;
, .
Copyright & A K-C
10
346
10.7

.
.
,

.
, ,
, . , .
.
, , .
,
.

.
; ,
,
ServSafe Essentials, , .

, ,

.

, .
, ,
.
ServSafe Essentials
,
, , ,
. , , , ,
,
, ,
.
.
Copyright & A K-C
347
ServSafe , ,
:
( , );
, , - ;
, , ;
, , ;
, ;
, ,
, , .
: Riell, Howard, A Fun But Serious Approach: Employee
Hygiene, FoodService Director, vol. 16, no. 2, February 15, 2003, p. 80.
.
,
?
25% 26.
. : , . , 27:
, ;
;
, ;
;
;
, .
1970 . (Occupational Safety
and Health Act, OSHA), , . , OSHA, ,
. :
; ;
,

.
Copyright & A K-C
10
348
10.8
:
(Sharnette Norton)
- - Romano Gatland, . (Ruby Puckett)
, HACCP
(HACCP, The Future Challenge Practical Application for the Foodservice
Administrator). , ,
HP
.
HP: 20022003 . 20 .
,

. ,
.

.
,
(M.D. Anderson ancer enter).
.
.
(Society for Foodservice Management)
.
: Editors, News Digests, Nation's Restaurant News, vol. 36, no. 45,
November 11, 2002, p. 20. King, Paul, Charnette Norton, Nation's Restaurant
News, vol. 37, no. 39, September 29, 2003, p. 18. Norton, Char, HACCP Goes
with the Flow, vol. 86, no. 8, August 2002, pp. 8485.
. , :
, , , , , , ?
Copyright & A K-C
349
1. Lewis J. Minor and Ronald F. Cichy, Foodservice Systems Management (Westport, CT:
2. National Assessment Institute, Handbook for Safe Food Service Management (Upper
Saddle River, NJ: Regents/Prentice Hall, 1994), p. 8.
3. Ibid., . 42.
4. NRA staff, Food Allergy Awareness, Restaurants USA, January 2002,
5. Ibid.
6. National Assessment Institute, Handbook for Safe Food Service Management (Upper
Saddle River, NJ: Regents/Prentice Hall, 1994), pp. 11, 3941.
7. Mahmood Khan, Concepts of Foodservice and Management, 2nd ed. (Westport, CT:
9. National Assessment Institute, Handbook for Safe Food Service Management, p. 35.
10. Ibid., . 37.
11. National Institute for Food service Industry, Applied Foodservice Sanitation, 4th ed.
(New York: John Wiley & Sons, 1992), p. 86.
12. Ibid., . 87.
13. Ibid., . 89.
15. Applied Foodservice Sanitation, p. 67.
16. Ibid., . 135.
17. Ibid., . 176.
18. Top Twelve Bar Sanitation Tips, F&B Business, December 1989, p. 55.
19. Applied Foodservice Sanitation, pp. 188189.
20. National Assessment Institute, Handbook for Safe Food Service Management, p. 96.
21. John Knight, p. 47.
22. Applied Foodservice Sanitation, pp. 228229.
23. Ibid., . 279.
24. Ibid., . 280.
25. Knight, p. 52.
26. Ibid., . 51.
27. Ibid., . 53.
-
Occupational Safety and Health Administration
Centers for Disease Control and Prevention
National Restaurant Association Educational
Foundation
Foodhandler, Inc.
San Jamar
Ecolab, Inc.
http://www.osha.gov/
http://www.cdc.gov/
http://www.nraef.org/servsafe/
http://www.foodhandler.com/
http://www.sanjamar.com/
http://www.ecolab.com/
10.1
.
Copyright & A K-C
11
,
, ,
( ,
, ).
, ,
,

, :
1 ,

2
3 , ,

4 ,
5

Copyright & A K-C
11.1
:

, ?
. , . , .
, . ,
100 . ,
, ?
100 . , ,
.
.
.

, ,
, ,
,
, ,
.

.

() . , .
- ,
,
, ,
, .
, ,
- , , .
. ,
, , , , , , , . !
, .
, ,
.
.

.
351
Copyright & A K-C
11
352
, , , , ,
.

, (, ).
, , - .
: Sullivan, Jim, Lets Get Fiscal: Look at the Other Side of
Profitability, Nations Restaurant News, vol. 35, no. 31, July 30, 2001, p. 18.
.
?
?

, ,
, , ,
. . , ,

. , ,

() .
.
.
(, )
. , . , (,
%), , . ,
, .

. . , , , , , . . , , .. 31 .
Copyright & A K-C
353

, , . 11.1.
, : (
) 15 .; ,
( ) 15 24,99 .;
25 . ;
, .
11.1

( )

/
, %
B, %
, %
D, %
89,6
16,4
100
78,9
21,2
100
71,4
28,6
100
100
3,2
100
32,6
30
32
67,3
36,4
28,4
34,1
64,9
34,4
30
33
66,9
31,3
30
30,8
68,2
34
34
32,4
30,8
6,7
0,3
2
3,4
5,2
1,5
2
0,6
2,8
4,8
60,8
0,8
1
5,4
6,6
0,5
1,8
3,1
5,6
1,5
2,2
0,4
2,5
2,7
60,6
0,3
0,9
4
6,2
0,5
1,9
2,5
6,7
1,4
1,4
0,4
2,7
1,5
61,8
0,3
0,6
2,9
4,9
0,2
1,5
2,8
7
1,4
1,9
2,8
2
4,4
58,6
1
1,8
7,3
: 2005 Restaurant Industry Operations Report (Washington, DC: Deloitte & Touche and the
National Restaurant Association, 2005), pp. 25, 53, 85, 109.
: (1)
2004 . (2) , , . (3) : A 15 .; B ,
15 24,99 .; C 25 .
; D , .
Copyright & A K-C
354
11
,
.
, .
, ( )
.

,
Laventhol and Horwath, NRA
. ,

. NRA,
Deloitte & Touche. , , , . ,
, ,
.
, .
(, ) , . , . , ,
, ,
.
. /
. ,
1 2. ,
. , , ,
, , .

. ,
. .
:

( ) + =
=
=
= , .
Copyright & A K-C
355
.
, .

.
, .
, . , ,
.
,
, .
:
, ;
,
, ,
;
, , , ,
, .;
/
;
, , .;
,
, .;
, , ,
, ;
,
.
, , , ,
. . , , ,
, ,
.
. , ,
.
Copyright & A K-C
11
356
, , .
, , . ,
.
.
,
. , ,
, , , .
, .
.
.
.

,
. , ,
( ).
, . ,
-.
, , 31 . :
= + .
, ,
.
.
: , .. ,
(, ). , . , (.. ),
(, , ,
..), .
Copyright & A K-C
357
() , .
, , , .

- ,
. , , , , ,
, .., , , ,
, , .
() , : , , , . , .

,
.
.
, , . , - . .

,
, (
5 ) .
: Business Resource Efficiency & Waste Reduction, Food Service Waste Reduction Tips and Ideas, http://ciwmb.ca.gov/BizWaste/FactSheets/FoodSrvc.htm, November 5,
2005.
:

1. , ,
, , , , . ; , , , ; ,
.
Copyright & A K-C
358
11
, ,
. , ,
,
. ,
, , - , .. .
, , , .
, . , , . ,
, .

,
. ,
. (
) , , , .
, . , ,
.
, .
, :
. , , , - ,
, .. ,
, , . , ,
, . , ,
,
, .. . , , .
Copyright & A K-C
359
, , , . ,
.

.
1. .
2. (.. , ) , , , ,
.
3. - ,
.
, . , ,
- . , , . ,
. ,
, ,
,
(, ).
, .
, .
(Jim Laube) RestaurantOwner.com,
, ,
.
2.
1. ? [
2005 Restaurant Industry Operations Report by Deloitte & Touche and the National
Restaurant Association (Washington, DC, 2005).]
1 . :
() 15 .,
1 . 232 .;
(b) , , 15 24,99 . 1 . 252 .;
() 25 .
1 .
308 .;
(d) ()
1 . 286 .
2. ?
Copyright & A K-C
360
11
:
()
, , / , , , ;
(b) 15 . 16,6% ;
() , , 15 24,99 . 14,9% ;
(d) 25 .

19,3% ;
(e) , ,
24,6% .
3. ?
() :
() () ( ) ( , );
(b) 15 . 66,4% ;
() ,
15 24,99 . 68,6% ;
(d) 25 .
64,2% ;
() , , 61,1% .
4. ?

1 . .
:
() 78%;
(b)
1420 .;
() 1 .
250450 .
:
() 79%;
(b) 1 .
1525 .
Copyright & A K-C
361
11.2

.
, .
.
, , .
, ,
.

. , , , , , , ,
.

, .
: (
) ( ).
,
. , , (
), (
), ( ), ( )
(
).
, ,
, ( ),
(
,
, ).
Copyright & A K-C
11
362
,

, ( , McDonalds Burger King),
, .
: Singh, A. J., and Schmidgall, Raymond S., Analysis of Financial
Ratios Commonly Used by US Lodging Financial Executives, Journal of Leisure
Property, vol. 2, no. 3, August 2002, pp. 201204.
. , .

(Keiser)3,
: , .
, , , .
1. ?
2. ?
3. ,
/ ?
, ,
/ .
,
, . ,
:
.
(.. ) ,
.
, , , .. . , ,
. ,
8%, 8%.

. , , . ,
Copyright & A K-C
363
. , - ,
. , , . ,
.
, . ,
. ,

, .
,
.
, .
.
1. =
, ,
, ,
. .
2. =
, . , , , ;
.

15 . 2,0. [ 2005 Restaurant Industry
Operations Report by Deloitte & Touche and the National Restaurant Association
(Washington, DC, 2005).] 1,2 500 . . 2,7 2 .

1524,99 . 1,2. 2 . .
25 . 0,7.
4,0 ,
( , - ).
3. 1 . =
Copyright & A K-C
364
11
. ,
: ?
15 . 1 .
232 . .
, .

.
.
1524,99 .
252 . . , . .
, 25 ., 308 ., ( ) .
, .
286 . ,
.
, : , , ,
. , . . , 35 , 70 .
, . . ,
. , , .
, , , .
.
, ,
, . ,
,
4.
.
, ..
, . :
Copyright & A K-C
365

(%) =
, . , , ,
, , .
.
15 . 66,4% .
, .
2 .,
500 000999 999 .
,
15 24,99 ., 68,6% .

2 , ,
,
500 . .
25 .
64,2% .

61,1%. ,
,
,
.
, ,
, 500 . .,
2 ., ,
, .
, / ,
. 2 .
.
, .. , .
Copyright & A K-C
11
366
.
, .

.
, ? ,
. , , ,
,
, .
, .
=
, , ,
. , , , .

15 . ,
, 5,5%, , , , 4,8%. , , 7,3 4,6% .
500 . ., 8%, .
, 15 24,99 .,

500 . ., 4%, .
25 .
2 .
, , (7,9%), (7,2%). 999 . .,
.
=
=
, () .

. ,
, .
Copyright & A K-C
367
=
=
,
. , .

(), , .
: Business Resource Efficiency & Waste Reduction, Food Service Waste Reduction Tips and Ideas, http://www.ciwmb.ca.gov/BizWaste/FactSheets/FoodSrvc.htm, November
5, 2005.
:

, ,
.
. , , . , , .
, , , . , ,
. ,
,
.
,
, , .
, .
Copyright & A K-C
11
368
. , , , , .
=

=

=
365

, .
.
, .

.
, - , , .
,
.
, .
, .
, , , . .
=

=

=

. , , , , .
Copyright & A K-C
369
11.3

,
. .

. .

(1) (, ) ,
; (2) ; (3)
; (4)
.

,
( ,
).
,
, , , .
,
. , .

, .

, , ,
,
(
, ,
).
, . ,
,
, .
, ,
, .
, . 400 .

9 .
.
: Broome Jr, J. Tol, and Soeder, John, How to Generate Cash
Flow, Restaurant Hospitality, vol. 81, no. 3, pp. 3234. Meharg, Ken, Boost
Flow by Bartering, Restaurant Hospitality, vol. 83, no. 8, p. 28.
. ?
Copyright & A K-C
11
370
=
()

2 : 1 ( , 2 .
1 . ). , 1 : 1.
5: ,
.

() , .
=

=

, ,
, , ,
, .
1, .
() . , .
()

, . , , ,
.
.
, 12.
, , .
,
. , ,
, . ,
, ,
, ,
.
.
Copyright & A K-C
371
11.4
:

,
.
.
, Worldcom Enron,
2002 . (SarbanesOxley
Act). , , ,

,
.

. ,

, ,
,
. , Nations Restaurant News , 30
.
: Allen, Robin Lee, SEC Policy or Not, Foodservice Execs Should
Completely Digest, Certify Financial Reports, Nations Restaurant News, vol. 38,
no. 34, p. 27. Liddle, Alan, Old Woes Crowd New Resolutions: Obesity, Food
Safety, Fiscal Disclosure Still Loom as 04 Issues, Nations Restaurant News,
vol. 37, no. 51, p. 26.
. ,
-
?

. , , , ,
, . ,
1. -
Copyright & A K-C
11
372
, .

, , , . , , / .
750
/ (.)
. 11.1.
, .
. 11.1
: James Keiser, Controlling and Analyzing Costs in Foodservice
Operations, 2nd ed. (New York: Macmillan Publishing Company, 1989), pp. 410411.
, , , .. . 9 . 700 , 6300 .
A .
Copyright & A K-C
373
11.5

.
.
Bubbles.
1. 178 500 .
2. 255.
3. :
700
8 400
500
180
6 000
1 200
812
36 720
3 672
900
120
280
480
200
1 800
1 000
71 400
1. :
: 62 964 .;
: 71 400 .
2. .
3. 1:
1 0,40 = 0,60.
:
62 964 : 0,60 = 104 940 .
:
104 940 : 255 = 411,52 .
: Strausser, Michael J., How to Figure Your Break-Even Point,
Restaurants USA, vol. 14, no. 2, February 1994, pp. 1517.
. , . , , .
Copyright & A K-C
11
374
,
, . ,
, .
, . ,
.
,
. , , ? 30% ,
, .
30%. , , .
6:
(1) ;
(2) ;
(3) .
,
. , ..
( ),
.
. , . .
:
, .
40 000
15 000
25 000
, .
12 500
8 000
4 500
, 4500 25 000, 0,18.

. 40 000 .
40 000 : 0,18 = 7200 (.).
, 12 500 7200 = 5300 (.).
. ,
7:
, .

, .
, . (
365)
, .
, .
, .
(), .
300
9,00
2700
1000
900
9,00
8100
1000
850
1750
945
(1845)
1320
2350
2835
595
Copyright & A K-C
375
, 300
1845 ., 900 595 .
(. 11.1) ,
.
,
. 300 ( , , ) 3545 .
. (300; 4545),
B. 900
7505 . , 900 . . , . , , , D.
, . 750 , .. 750 ,
. 750 ( ) (9 .), 6750 .
, , .

. ,
5%- .
, . ,
, .
,
. ,
, .
.
. ,
. , : , ,
8. , , ..
. , , .

. :
; ; ;
:
=
Y
X
XY
n
( Y )( X 2 ) ( X )( XY )
n( X 2 ) ( X )2
12 ;
;
X Y ;
, .. 12 .
. , , 9 .
, , -
Copyright & A K-C
11
376
, . .
, , , ..
. (,
.) , , .
,
. ,
9 . 5,50 ., ,
, 9 ., 5,50 . , (3,5 .) . ,
, 3,5 . 9 . .
, ,
:
=
,
=
, .
. , , .
, 35% . , 65% . 300 900
3600 4670 ., . ,
.
300
=
3600
= 5539 ., 616 .
0, 65
5539 . , .
(616)
9 . ( ).
Copyright & A K-C
377
900 :
=
4670
= 7185 . , 799 .
0, 65
.
.
,

.
. 11.1 , .. ,
3050 .
, ,
. ,
300
900 :
, .
, .
.
, .
( ,
), .
, .
, .
( ), .
( ,
), %
( ,
), .
(
,
)
300
9
2700
3050
900
9
8100
3050
550
945
1495
1205
1620
2835
4455
3645
45
45
6778
6778
753
753
, .
, :
=
,
. , . , ,
. 11.1, , , . . -
Copyright & A K-C
11
378
.
, , .
,
, , .
Micros Systems, Inc.

Kitchen Display System. ,
.
,
, , Micros , , ,
, .
: National Restaurant Association, 2005 NRA Show Kitchen Innovations Awards,
http://www.restaurant.org/show/exhibitorlist/ki/ki_recipients.cfm, November 7, 2005.
, 9.
,
,
.
, .

, ,
.
10.
1.
.
2.
,
.
Copyright & A K-C
379
3. ( )
,
.
4. ,

.
.
,
, :
. .
, ,
. , , , , .
,
,
. , 20 . . , 1000 . ?
20 000 1000
= 2375 (.)
8
,
, , .
,
. , .
. 11:
=
,
, ,
. , ,
. ,
, .

,
.
Copyright & A K-C
11
380
. 500 .,
4000 ., 12,5%: 500 (.)/4000
(.).

2.
, ,
,
2000 .
500 / 2000 (.), .. 25%.

,
, .

, . , 3000 . 1000 .
.

:
PV =
PV
FV
i
n
FV
(1 i )n
;
, n ;
;
.
,
, :
1
2
3
4
5
1000
1000
1000
1000
1000
(.)
(.)
(.)
(.)
(.)
0,893
0,797
0,712
0,636
0,567
= 893
= 797
= 712
= 636
= 567
3605 (.)
, 3605 .
,
, ,
. 3000 .
, ,
,
,
. ,
.
Copyright & A K-C
11.6
:

( ) .
, . , ..
, , , .., , .

.
.
- ,
. ,
, , . .
,
, ,
,
.
,
, , .
,

.
, ,
.
,
, , ,
.
: Calkins, John D., et. al., You Want Profits with That, McKinsey
Quarterly, no. 4, 1999, pp. 134144. Kruse, Nancy, Life Studies, Restaurant
Business, vol. 100. no. 19, October 1, 2001, p. 101.
. , ,
?
381
Copyright & A K-C
11
382
, ,
. * .
( 3000 . , ) ,
19%.
1. James Keiser, Controlling and Analyzing Costs in Foodservice Operations, 2nd ed.
(New York: Macmillan Publishing Company, 1989), p. 335.
2. Laube, Jim, Restaurant Numbers: Part 1: IntroductionHow to Evaluate Your
Restaurants Profitability, www.RestaurantOwner.com, 15
2005 .
3. James Keiser, Controlling and Analyzing Costs in Foodservice Operations, 2nd ed.
(New York: Macmillan Publishing Company, 1989), pp. 335347.
4. Ibid., . 339.
5. Ibid., . 349.
6. Michael M. Coltman, Cost Control for the Hospitality Industry (Boston: CDI
Publishing Company, 1980), pp. 1625.
7. Keiser, Controlling and Analyzing Costs in Foodservice Operations, p. 410.
8. Coltman, Cost Control for the Hospitality Industry, p. 21.
9. Keiser, Controlling and Analyzing Costs in Foodservice Operations, p. 381.
10. Ibid., . 410.
11. Ibid., . 385.
-
Restaurant Resource Group
Restaurant Owner
http://rrgconsulting.com/operations_consulting.htm
http://www.restaurantowner.com/
., : ., . . : . . .: -, 2005. . .
Copyright & A K-C
12

, , ,
, .
. ,

, :
1
Copyright & A K-C
12
384
: !
10% .
. 2005 . 12,2
, 2015 . , , 14 .
2005
2015 .1:
45 000
11
114 000
15
2,6
23
163 000
16
388 000
17

- . 2000- , 2:
(57% );
30 (57%);
(70%);
, 25,6 ;
.
, 3. ,
, ,
, , , .
.
, ,
.
1990 . ,
, 1624 3%. .

.
1990-
, , 2010 .
18%- . ,
20 1517 , ,
.
Copyright & A K-C
385
12.1
: Teds Montana Grill
casual- Teds Montana Grill,
, ,
CNN * . -.,
Long Horn
Steakhouse, ,
, , .
, , ,
. , 33% , 26%
25% , . .
.

. , Teds Montana
Grill .
, , ,
, ,
, , ,
.
2002 .
19 , .

12 .!
14 . , Teds Montana Grill,
. , , .
,

, .
, , . 65 .
2002 .
( ),
. . .
Copyright & A K-C
386
12
Teds Montana Grill,

,
10% , . Teds Montana
Grill .
, , . Teds Montana Grill
, .
,
--! !.
: Hayes, Jack, Teds Montana Grill: Media Tycoon Lassos Crowds
with Casual Bison Concept, Nations Restaurant News, May 12, 2003, vol. 37,
no. 19, pp. 6667. : http://www.tedsmontanagrill.com>,
March 19, 2004.
.
?
, ,
. , ,
;
, ; , ,
, . , , , , , 4.
, 5.
. , , .
.
96% ,

. ,
,
NRA.
Copyright & A K-C
387
. 20%
,
. Daily Dose English Program,
NRA.

-
. 60% , .
.
. , ,
.
6.
-,
, , ,
, , . , , . .

- , , 1968 . . ,
(The Equal Employment Opportunity Commission) :
, ,
, , ()
, (b) , , (c)
, 7.
, , ,
.
Copyright & A K-C
12
388

, , ,
, , .
: National Restaurant Association, Restaurant Industry Facts, http:// www.restaurant.ogg/research/ind glance.cfm#employment, November 7, 2005.

,
. ,
, ,
.

. 8. 1990 . 79% , 19902005 . ,
, 65%. 16% , . 13% 6% 9.

.
,
,
.
, .
-.
, , . ,
, .
, ,
, ,
. , , . , , , ,

.
, ,
,
.
Copyright & A K-C
389

,
450 . 100 300 . 10.
, , 11.
, - , 20% 12.
1986 . (Immigration Reform and Control Act)
, , . .
. ,
, . , - ,
, . ,
, , , . , , ,
, , 13.
,
.

2010 . 55
, 2030 . .
,
. .

, . , ,
, ,
, ,

14.
,
, .

. ,
,
. ,
,
, , ,
.
Copyright & A K-C
390
12
,
. , , , , ,
.
McDonalds KFC ( Kentucky Fried Chicken) .
(American
Association of Retired Persons), , , , , ,
, ,
, , , .

, ,
. .
.
, 401() ( ,
),
, ,
, . , 12%
, . 90% ,

1 . , , 80% -
, . 45%
, .
, , , ,
. ,
, / . , , .
, . , . ,
,
. ,
, .
Copyright & A K-C
391
, .
, ,
, . , , ,
,
. ,
, . ,
, .

1990 . (ADA), . , , ,
, , 15.
, ,
16,
, / , .
, . ,
, .
, , , ; , , -, , . ,
,
.
17:
25 ;

;
;
;
;
;
Copyright & A K-C
12
392
, ;
,
, ,
;
,
.
. 12.1
Hardees (),
(Creatively Applying Peoples Abilities, CAP).
12.1
CAP Hardees

()
()

;
;

;
;
, ;

,
, ,

,

, ,

: William F. Jaffe, Integrating the Disabled Employee into Quick-Service Restaurant: The
Enclave Model, Hospitality & Tourism Educator, vol. 6, no. 2, Spring 1994, p. 19.
Copyright & A K-C
393

.
, ,
. , , , ,
. - .
Hardees

McDonalds, KFC, Pizza Hut, Friendlys. , McDonalds McJobs
1989 . .
, ,
- ,
.

18.
Friendly Restaurant Company ()
, :
;
;
;
.
,
, , , . , . . , , , , , , .
, , 19.
, .
,
. ,
. , . , Marriott, , ,
, , ,
.
Copyright & A K-C
394
12
, . , -

. , ( ) .
,
, -
. , , .
.
,
, , .
,
.
,
, .
:

, ,
. , ,
. , -
20.

,
. 21.
, 1963 . (Equal Pay Act),
. ,
, , 22.
VII , 1964 . ( 1972 .,
Civil Rights Act), ,
, ,
.
, 1967 . (Age Discrimination in Employment Act) 40
, , , .
Copyright & A K-C
395
, 1978 . (Pregnancy
Discrimination Act)
,
.
,
, 15 , 20 .
, , ,
. , . 23.
, 1973 . ( 1974 .,
Vocational Rehabilitation Act)
, .
,
, 1974 . (The Vietnam Era Veterans' Readjustment
Assistance Act) ,
10 . . , , .
, - .
.
,
,
. ,
17 . ,
1517 17
23 24. , , . ,
(Fair Labor Standards Act)
- ,
16 . , ,
1415 , . ,
25:
, ;
7-00 7-00 , 1
, 9 ;
3 .;
18 .;
, , 8 . ;
, , 40 . .
Copyright & A K-C
12
396
12.2

. ,
.

.
,
.
. , ,
?
,
, (Jean Biorch).
2003 .
Corner Bakery Caf, , Pizza Hut Taco Bell.
- (National
Association of Female Executives, NAFE)
? ,
- , .
, NAFE,
, , , .
,
,
,
. , ,
;
. ,
,
.
-, - The Cheescake Factory, , , .
Copyright & A K-C
397
,
; -
, -.
NAFE, , , - . , --, , , , , .
: Berta, Dina, NAFE Survey: Women Must Start at Bottom Line to
Reach Top Posts, Nations Restaurant News, February 9, 2004, vol. 38, no. 6,
p. 16.
. , , ?
.
,
; .

,
, , , ,
, (Bona Fide Occupational Qualification, BFOQ).
, , , , , . ,
.
-, ,
1163 1275 .
: Lee Allen, Robin, A Matter of Education: Workplace-Required Classes a Way
to Curb Sexual Harassment, Nations Restaurant News, January 4, 2005.
Copyright & A K-C
398
12

,
, . ,
, . ,
, , .
,
. 26:
(1) , ;
(2) ;
(3) , , , , ;
(4) ;
(5) , ;
(6) .

,
. ,
, ,
, . ,
50 . .
,
27.
1. .
2. .
3. .
4.
.
Copyright & A K-C
399
5. , , .
6. .
7.
.
8. , .
12.3

. , .

( ) 58%
12,5% . ,
.
, , , , .

, , , . ,

,
. ,
, ,
.

.
, ( )
. ,
. .

, .
casual- Fazolis, 380 .
.
Copyright & A K-C
400
12

, . ,
,
. ,
- . ,
. ,
,
, .
,
.
, ,
-
.

, . .
.
. - .
.
, , ,
.
,
. . ,
- . ,
, , . .
,
.
, - ,
, ,
. , , ,
. .
, .
Copyright & A K-C
401
,
-

.
: Hastings, Carol, Going Beyond Translation, Restaurant Hospitality,
March 2003, vol. 87, no. 3, p. 54.
. ,
, ?

, ..
, . 12.1
. ,
,
HR- , ,
. , ,
, , .

(
)
(
)
. 12.1
Copyright & A K-C
402
12
,
. . , . , , .
, ,
, 28. , , .
, .
,
. , , ,
.

, . , , . , . ,
.
,
, . ,
, ,
. , .
, .. ,
, . ,
.

. -,
, . ,
. , , , , ,
. , , . ,
.
, . ,
, . . -
Copyright & A K-C
403
,
, , , . ,
- , , ,
.

, ,
50 . . .
: National Restaurant Association, Restaurant Industry Facts, http://www.restaurant.org/research/ind_glance.cfm#employment, November 7, 2005.
.
, , , , , , .

. , .
, , 29.
1. .
2. .
3. .
4. .
30.
1. .
2. , .
3. .
4. .
5. .
6. .
7. , .
8. .
9. .

,
, . - 40 60 , . .
,
Copyright & A K-C
404
12
,
, .
, , ,
. 6872%
( )31.
32.
1. .
2. ().
3. : 2030 , .
4. : , ; / ;
.
5. : ;
.
6. : ,
, ; ; ; .
. ,
.
, ,
.
.
, , - ,
. , -
. , ,
,
, . ,
, , ,
.

, , ,
- . :
. : . . , , : , , , , .
, ,
Copyright & A K-C
405
, ,
33.
. , ,
. , , . ,
? , ?
, . , .
. ,

, . , , ,
, .
, ,
, 34.
(1) .
(2) ( ): 9497%.
(3) :
2328%;
1543%;
( ) 1821%;
( )
48%.
(4) :
9196%.
(5) :
5367%;
8594%;
(6) :
820%.
(7) HR-.
(8) .
(9) .
(10) .
(.
.)

,
, - .
, -
Copyright & A K-C
406
12
, , ,
, ,
.
, , . ,
, ,
. ,
,
.

, . .
? ?
, , , ,
, , , , .
. , ,
, , ,
.
, ,
. , , , , , , .
, ,
.
?
?
, , -,
, ,
?
, , ? ,
, ?
,
.
, ,
? , - , , , .

,
, .
Copyright & A K-C
407
,
, ,
. ,
, , . , ,
, .
, :
. VII 1964 .
(EEOC). , 1978 .
(Uniform Guidelines on Employee Selection Procedures,
UGESP), ,
, ;
, ,
;

(American Psychological Association), (National Personnel
Association), (American
Counseling Association, ACA),
(American Management Association).
, , .
,
:
(1)
, , , ;
(2) ,
, , ;
(3) , , ;
(4) , .
. . .
, . , , , , ,
.
.
Copyright & A K-C
408
12
: . ,
, . ( ), , . , ,

.
. , , , .
,
.

Reid Psychological Systems, London
House Stanton. 70% ,
. Reid Psychological Systems, , ,
0,90, 0,78. 0,43 ( ), 0,62 0,39. , 0,30. .
Reid, , , , 35:
- (
, , , , ..);
;
, , ;
.
, ,
, :
;
() ;
;
, ;
, ;
;
.
Hire Assist, ,
:
;
;
;
;
, .
Copyright & A K-C
12.4
:
(Van Eure), Angus Barn ,
( ),
.
, , ,
,
Nations Restaurant News , , . , , , , .
- ,
.
Angus Barn ,
, ,
.
12 , .

: , ( ).
.

, ,
. Angus
Barn,
.

, , . Angus Barn, , 650 ,
44-.
? ,
, .
,
, ,
. , .
, .
, . ,
: , , !
,
. , ,
. Angus Barn
.
409
Copyright & A K-C
410
12
14%,
, . .
. ,
.
, , .
.
, , . .
: Van Eure: Lighting 40 andles for Venerable Angus Barn, Nations
Restaurant News, May 29, 2000, vol. 34, no. 22, p. 27. Customer Service: ASFSA
Key Areas Operations and Human Resources, The Outlook, September 2001,
p. 2.
. , ?
8,50 25 . ,
, . (
,
HR- , ).
BatrusHollweg Security Assessment for Employers (SAFE), 50 ,

.
: , ,

(25%), , , (25%), , 50% , , , ,
. BatrusHollweg, . ,
,
36.
.
,
. ,
.
Copyright & A K-C
12.5

. ,
, .
, , ? (Ray Kavanauqh) (Ph.D., Purdue)
, NRA.
,
,
, ,
, . , !
. ,
, , , ,
.
? , . , , , .
, ,

.
, . ,
(P.R. Scholtes) The Team Handbook.
: ,
( ), , .
, ,
, . , ,
, , , , , .
, .

, ( ) , .
, , , ,
,
, .
411
Copyright & A K-C
12
412
, , , :
. , .
,
, .
,
, , .
: King, Paul, Teamwork: The Key to Success in Labor-Short Times,
Nations Restaurant News, June 12, 2000, vol. 34, no. 24, p. 110.
. , ,
?
HR-
,
HR-,
.
, .
HR- .
. . HR- :
;
;
;
- ,

.
HR- , :

(, , );

;
;
.
, ,
, , . , , 37:
, , , , , ;
Copyright & A K-C
413

, , , , ;
,
.
;

,
, , ,
.
,
, ,
, ,
, .
. , , .
38. , , ,
.
HR- . .
, , ,
. , . ,
,
. ? , ,
. ,
, . , . ,
, : ,
, , !

, ,
. ,
,
. ,
, , . .

.
Copyright & A K-C
414
12
. .
; . ( , ?);
( ?); (, ?). ,
. , , , . , ,
.

,
. , . ,
( , ), , . ,
: , , , ,
, .
, ,
. ,
, ,
.

. , ,
. , , , , , , .
. , , , .
,
.
( ),
. ,
, .
,
, . , . -
Copyright & A K-C
415
. , , , ,
. ,
, .
, , ,
, . , 39.
1. , , . , ,
. ,
. , , ,
.
2. ? ;
11 ,
.
3. - - ? (
.)
4. ,
. , , , .
5. , . ? , . .
6. ,
, . , ,
. , .
7. ,
. .
8. ,
. , .
9. -
, ? , .
10. , .
, , . ,
, , . ,
,
. , , , .
Copyright & A K-C
12
416
. ,
(, ?). .
, , ,
(, ?).
, , .
, .. ,
. , .

. , , ,
, .
,
. ,
, . , , , ,
( 40 ), ,
. . ,
, . , ,
, ,
. , , , .
, - , , - .

2005 2015 .
11%.
: National Restaurant Association, Restaurant Industry Facts, http://www.restaurant.org/research/ind_glance.cfm#employment, November 7, 2005.

, , , . . ,
Copyright & A K-C
417
, .
. . -,
.
-, . : , , ,
, ,
. , ,
, .
,

. , , , -
- .
,
40.
, .
, , ,
, .
,
.
, , ,
, .
, , , .
,
, .
( ).
.
,
.
, .
.
,
, 41.
.
.
, .
.
( ).
.
Copyright & A K-C
418
12
.
.
.
.
.
- ( ).
, . , , , - :
, ,
.
, , ,
( )
, , , , .
, , . ,
, , .
,
Motor Vehicle Office ( ). . ,
, .

. ,
. ,
.

. ,
.
, , , , .
HR-
HR-, , , , .
Copyright & A K-C
419
(), .

HR-
, .

, , , . , , , ,
. , . ,
, , . , 45 , . , .
, , , , . , ,
. , , , .
,
. , -
,
, .

, , , , , , .
.

, , ,
. , , .
, ,
Copyright & A K-C
12
420
, . ,
, . ,
-
.
12.6

. .

,
,
7%
37%
44%
44%
54%
: Handbook of Industrial & Organizational Psychology.
,
?
, .
General Electric Co. J.P. Morgan Chase;
. Enron , , . .
Copyright & A K-C
421
, . , , , , , ,
, , ! ,
. ,
,
, . , , ,
. , ,
.
,
, , . , , ,
, .
, . , ,
500 . .
,
, ,
25245 . ,
, . ,
. , ,
. , , , .
: Merritt, Jennifer, Improve at the Interview, Business Week,
February 3, 2003, no. 3818, p. 63. Tabone, John, In View of Interviews, CA
Magazine, March 2004, vol. 137, no. 2, p. 9.
. ,
?
, , 42:
;
, ;
;
Copyright & A K-C
12
422
(, );
, ;
;
;
;
, ;
;
;
;
, HR-
.
, . ,
, .
, ,
, , .
12.7
:
(Manuel Gonzalez)
, ,

- Baja Fresh.
, .
, , .
, ,
Baja.
,
.
Baja , ,
, , . ,
.
, ,
.
, , . , .
- ,
.
Copyright & A K-C
423
: , , . -,
, ,
.
,
, , ,
, ,
, , . ,
,
. .
- Baja Fresh
, :
,
.
.
: Berger, Liza, Baja Fresh: Manuel Gonzalez, Nations Restaurant
News, January 26, 2004, vol. 38, no. 4, p. 24.
. , , ?
?
1. 2005 Restaurant Industry Forecast (Washington, DC: National Restaurant

Association, 2005), p. 27.
2. Allan F. Hickok and Lana E. Lazarus, Restaurant Industry Review, U.S. Bancorp
Piper Jaffray Equity Research, March 2003, p. 32.
3. Cathy A. Enz, Key Issues of Concern for Food-Service managers, CHR Report, vol. 3,
no. 4 (Ithaca, NY: The Center for Hospitality Research at Cornell University, 2003).
4. Susan Mills, Teen Spirit, Restaurants USA, March 2001, www.restaurant.org/rusa.
6. Irina Obenauer, Whos Who in the Restaurant Industry, Restaurants USA, March
2000, www.restaurant.org/rusa.
7. Karen Eich Drummond, Human Resource management for the Hospitality Industry
(New York: Van Nostrand Reinhold, 1990), p. 230.
8. Obenauer, Whos Who in the Restaurant Industry.
9. Johnston and Packer, Workers for the 21st Century, p. 89.
10. National Restaurant Association, Foodservice Manager 2000, p. 19.
12. Johnston and Packer, Workers for the 21st Century, pp. 9293.
13. Mill, Managing for productivity in the Hospitality Industry, p. 19.
14. Paul Ehrlich, Loy Bilderback, and Anne H. Ehrlich, The Golden Door (New York:
Ballantine Books, 1979), p. 242.
15. William F. Jaffe, Integrating the Disabled Employee into the Quick-Service
Restaurant: The Enclave Model, Hospitality & Tourism Educator, vol. 6, no. 2,
Spring 1994, p. 15.
Copyright & A K-C
12
424
16. National Restaurant Association, Americans with Disabilities Act: Answers for Foodservice
Operators (Washington, DC: National Restaurant Association, 1992), p. 2.
17. Ibid., . 818.
18. Ibid., . 27.
19. Jaffe, Integrating the Disabled Employee into the Quick-Service Restaurant, p. 19.
20. Arthur W. Sherman Jr., George W. Bohlander, and Herbert J. Chudren, Managing
Human Resources, 8th ed. (Cincinnati, OH: South-Western Publishing Co., 1988), p. 63.
21. David Wheelhouse, Managing Human Resources in the Hospitality Industry (East
Lansing, MI: Educational Institute of the American Hotel and Motel Association,
1989), p. 67.
22. Ibid., . 66.
23. Ibid., . 71.
24. Obenauer, Whos Who in the Restaurant Industry.
25. Summer Job Prospects Not So Sunny For Teen Workers, Nations Restaurant
News, vol. 37, no. 18, May 5, 2003, p. 22.
26. Wheelhouse, Managing Human Resources in the Hospitality Industry, p. 79.
27. EEOC, Affirmative Action and Equal Employment: A Guidebook for Employers, vol. 1
(Washington, DC: Equal Employment Opportunity Commission, 1974), pp. 1617.
28. Lewis C. Forrest, Training for the Hospitality Industry (East Lansing: MI: Educational
29. Donald Lundberg, The Management of People in Hotels and Restaurants, 5th ed.
(Dubuque, IA: Wm. C. Brown Company, 1992), p. 85.
30. Forrest, Training for the Hospitality Industry, p. 41.
31. Addressing the Needs of a Diverse Work Force, Restaurants USA, October 1997, p. 42.
32. Ibid., . 53.
33. National Restaurant Association, 1998 Restaurant Industry Operations Report
(Washington, DC: National Restaurant Association and Deloitte & Touche LLP,
1998), p. 9.
34. Sherman et al., Managing Human Resources, p. 160. Bruce Grindy, Hooking and
Keeping Employees, Restaurants USA, October 1998, p. 24.
35. Reid Research Report, , .
36. Dina Berta, Employee Behavior Study Alarm Operators, Nations Restaurant News,
vol. 37, no. 31, p. 99.
37. Sherman et al., Managing Human Resources, p. 172.
38. Wheelhouse, Managing Human Resources in the Hospitality Industry, pp. 176183.
39. Bill From and Len Schlesinger, The Real Heroes of Business (New York: Doubleday,
1994), pp. 232333.
40. J.D. Bell, J. Castagnera, and J. P. Young, Employment References: Do You Know
the Law? Personnel Journal, vol. 63, no. 2, February 1984, pp. 3236.
41. Drummond, Human Resource Management for the Hospitality Industry, p. 33.
42. Wheelhouse, Managing Human Resources in the Hospitality Industry, p. 119.
-
U.S. Department of Labor
U.S. Equal Employment Opportunity
Commission
Hospitality Careers Online
Global Hospitality
American Association of Retired Persons
http://www.dol.gov/
http://www.eeoc.gov/
http://www.restaurantjobs.hcareers.com/
http://www.globalhospitality.com/
http://aarp.org
Copyright & A K-C
13
,
, ,
?
, , NYT

, :
1

2 ()
3 ,

4
5
Copyright & A K-C
13
426
13.1
: Pei Wei Asian Diner
Pei Wei Asian Diner . P.F. Changs.
Pei Wei Asian Diner
64 11 (
) .
casual- . Pei
Wei ,
, , , , 8,50 .
.
Pei Wei .
: - ,
,
,
. ,

, .
Pei Wei
.
, . , ,
. .
, P.F. Changs : , . , 80
. , .
- (),
, ,
-caqual. , ,
. ,
.
Copyright & A K-C
427
Pei Wei
, , , . Pei Wei

,

, .
,
Pei Wei .
: National Restaurant News, Pei Wei Asian Diner: Quick Casuals
Platinum Standard Cuts Delivery Time, But Not Quality of Cuisine, July 22,
2003.
. Pei Wei
, ?

,
, 1.
,
2:
;
;
;
;
.
, : -,
.
3.
1. , , .
2.
.
3. , , .
4. , .
, , . , ,
.
Copyright & A K-C
428
13

5. , ,
.
6. .
7. .
8. - .
,
.
,
9. .
10. , .
11. .
12. , .
Old Spaghetti Factory 4.
.
.
.
.
.
.
.
(
- -
;

).
/.
.
.
, .
.
.
.
.
- .
,
.
,
. ,
.
Copyright & A K-C
13.2

. .
,
,
,
, . ,
.
(1) :
, ,

, ,
, ,
;
-: ,

429
Copyright & A K-C
430
13
(2) :
, ,
(3) :
, ,

(4) :

(5) , , :
( )
(6)
(7)
(8) ,
.
: National Restaurant Associations How-To Series, How to Write an Employee Manual, October 2000, http://www.restaurant.org/business/howto/eemanual.cfm
. ? ,
?
.
Copyright & A K-C
431
,
. : , , ,
.
,
.
, , , (
).
, .
, , - . , .

. ,
, ,
. , , . , , .

, .
, , . : , ,
.

. ,
, , , ?
, , ,
.
, .
:
Copyright & A K-C
13
432
, %

2002
2004
2002
2004
2002
2004

15 .
96
64
50
33
100
67

1524,99 .
72
56
50
33
79
60

25 .

73
45
25
40
80
47
87
73
50
82
: 2002 Restaurant Industry Report (Washington, DC: National Restaurant Industry and Deloitte
& Touche, 2002), pp. 21, 45, 69, 93; 2004 Restaurant Industry Report (Washington, DC: National
Restaurant Industry and Deloitte & Touche, 2005), pp. 22, 50, 78, 106.
, , .
( ) 2004 . 2002 . NRA
. , , . , ,
,
.
NRA,
2494 24 000 .5
,
60 ,
15 . 173 640 .

. ,

HR-.
Copyright & A K-C
433
, HR- 6:
;
,

;
,
, , -;
, .
HR- .
HR-.
, .
,
,
. ,
.
13.3

.
.
- Ruths Chris Steak House
, . 1999 .

. , .
S-Mac learning System ( ) DSG Associates . (
). S-Mac , . , ,
. ,
. ,
, . : , ,
, , . S-Mac ,
.
Copyright & A K-C
434
13
S-Mac : , ,
, ,
, , . .
,
, . ,
.

,
. ,
,
. ,
- ,
.
,
, , ,
. , , ,
.
: S-Mac
, Ruths
Chris
,
.
: Winning Workforce Ideas, Employer of Choice Awards, Its All in
the Cards, pp. 1417.
. S-Mac, , ,
?
, , ,
7.
. , ,
.
Copyright & A K-C
435
8.
1. .
2. .
3. .
4. .
5. .
6. .
7. .

, , , . 9: , .
13.4
: /

. ,
.
. ,
. .

, Pappadeaux Seafood Kitchen. , 90% :
1. ______________
2. ______________________
(/):
1. . _____________________
2. . _________
,
.
1. , . , ,
.
2. . , .
Copyright & A K-C
13
436
, .
1. _________________
.
2. _________________ .
, *.
1. ,
,
, , .2. .
:
1. ____________ ______.
2. _____________.

.
1. , _________________________.
2. ________________________.
, :
1.
2.
3. ( , )
: Pappadeaux Seafood Kitchens Server Test Booklet, Version 2, pp. 16,
Pappas Restaurants, Inc.
. , ,
, ?
* . . .

, .
, .
,
Copyright & A K-C
437
.
.

, .
.
.
.
. , , , ,
.
, , ,
, . ,
,
.

SMART , , , . , (),
, (), , ,
.

. ,
. , , . ,
, . , ,
. , , , , . .
.
10:
;
;
;
.
, . , , ( )11:
Copyright & A K-C
438
13
;
, ( ) , ;
;
;
.
. . :
, ,
, .
, ,
12:
(1) ;
(2) ;
(3) ;
(4) , ;
(5) ;
(6) .
, , , . 13:

. , , . . , , . .

,
.
,
, .. (, , ), .
,
, .. , .
.
, , , ,
.

,
, .
15 30 .

, .
Copyright & A K-C
439

, .
,
. ,
, ,
, , , .
,
. HR-
(Wheelhouse), 14:
;
;
, , ;
;
;
, , .
,
, . , ,
, , , , .
,
.

, ,
.
15. . .
/ , .
? ,
:
, , ?

. ,
,
. , , , ( ),
Copyright & A K-C
13
440
,
.

Claim Jumper Restaurants , Expeditor Program.
2001 . Claim Jumper .
, .
Expeditor Prorgam, , , , .
, .

70% 2001 . 55% 2004.
: Donna Hood Crecca, Chain Leader, Expediting Success at Claim Jumper,
April 2005.

. , ,
, , . , , , , , . :
, , , .. .
, .

, . , . , . , , , , .
, , ,
. , , .
Copyright & A K-C
441

, , ,
, . (Whole learning) - , , , , . ,
, , , .
, , . , ,

.

,
. , , . ,
,
.
.
-, ,
, . , .
, , ,
.
. ,
: . ,
. , ,
.

,
,
. , , ,
,
, ,
, .
Copyright & A K-C
13
442

, ,
.
. ,
. , .
,
, . ,
, , , . , , .
S- :
, ,
, .
,
, .
, . , . , , , , , .
, .

: , ,
. ,
.
13.5
:
(Lisa Chidichimo)
8-00 . , ,
. ,
, Monical
. , ,
,
.
. ,
. ,
, , , .
Copyright & A K-C

15% ,
. , 9 10 ,
Monical. ,
, , .
10 , ,
, ,
, . , .
.

Monical.
, .

Chicago Bears ( )
, Monical
. ,
. . ,
,
. , ,
,
, .
.
,
, , .
Monical ,
. , , ,
, .
: National Restaurant News, A Day in the Life: Lisa Chidichimo April
15, 2002. p. 46.
. ? ,
,
Monical.
443
Copyright & A K-C
444
13

: ,
16.

, , ,
.
,
. , ,

.
31 47% ( )
, 2834% .
CD-ROM
1619% 15% 17.
, ,
, 18. : . - ,
.
, 19:
(1) ;
(2) ;
(3) ;
(4) ;
(5) ;
(6) ;
(7) ;
(8) ;
(9) .
,
, .
, .
.
, .

, -
Copyright & A K-C
445
. ,
(
- ).
. , ,
. , , .
.
20:
; , ;

;

;
;
, , .
.
, ,
, . ,
, , .
,
, ,
, .
.
, ,
,
.
, , . ,
, .
Copyright & A K-C
13
446
.
,
.
13.6
17
. , ,
.
17 ,
. ,
,
, .
1.
2.
3.
4.
5. , -
6.
7. ,
8. ,

9. ,
10.
11.
12.
13.
14.
15.
16.
17.
: Rae, Leslie, Trainer Assessment: A Guide to Measuring th Performance
of Trainers and Facilitators (Burlington, VT: Gower Publishing Company, 2002),
p. 2740.
.
? .
,
, . ,
,
,
. ,
Copyright & A K-C
447
.
,
, .

,
. , ,
.
: , , .
, , , . , , , . , , 21:
, , , ,
,
. ,

.
, , :
();
;
;
;
;
;
;
.

.
. , ,
, .
-, . , .
, .
. ,
,
.
Copyright & A K-C
448
13
, . , . , ,
. ,
, , .
, . , , ,
.
, , .
( ,
) . , . , . , , ,
.
,
, . , .
, . , .
. , - ,
, , .

, . ,
, .
. ,
, , ,
.
.
,
, , (
). ,
, .

. ,
- . -
Copyright & A K-C
449
, , ,
.
, .
, .

. , .
. ,
.
, .. ,
.
, . ,

. ,
, .
. ,
, .
,
.
. , , .
, , , , , ,
.. .

.
: National Restaurant Association, Restaurant Industry Facts, http://www.restaurant.org/ind_glance.cfm#employment, November 7, 2005.

, .
Copyright & A K-C
450
13
. , , .
,
, .
, - , , ,
. , ,
, .
,
, . , , ,
. ,
,
. , .
22:
;
;
, ;

.

.

23. ,
. 14% ,
, . , , :
;
;
;
;
;
.
, , 24:
Copyright & A K-C
451

25:
;
;
.

.
, ,
26.
,
. , , . ,
,
. , ,
. - .

, ,
.
, , ,
. ,
-
.
Copyright & A K-C
13
452
13.7
,
. , .
- Buffets, Inc.
, .
,
, Buffets .
, ,
.
; ,
, , .
, , , . ,
, , Buffets ,
, , ,
. ,
,
.
.
,
.
1996 . Country Buffet Old Country Buffet
HomeTown Buffet, , Buffets, Inc.,
.
36%. , , , . ,
,
.
, : The Founders Club, The PRIDE
Program * , The International Promote Program, The Managers Bill of
Rights, The Senior General Manager Program, The Tenured Manager
Program, Standard Ovation Recognition People First Employee
Opinion Survey. C , 1997 ., ,
.
* Proprietor (), Retention (), Incentive (), Dedication (), Earnings (). . .
Copyright & A K-C
453
, 38,0% 24,4%.
174,3% 150,7%.
Buffets Inc.

. :
, , ,
.
: Winning Workforce Ideas, Employer of Choice Awards, People First,
Employees Second, pp. 1013.
. Buffets, Inc.

, ?

. , . 27:
?
?
?
, ?
?

.
, .
. . . . . .
.
, ,
.

(assistant).
Copyright & A K-C
13
454
13.8
:
: -,
, -,
. ,
.
(Ted Balestreri)
. ,
The Sardine Factory, Foursome
Development, Restaurants Central Pacific Hospitality Inc. .

. .
, ,
. , New-York
Yankees, ,
. ?
, : ,
, ,
, .
,
, ( ),
Wendys.
.

. , . ,
. ,
: ,
, .

. , ,
,
. , .
,
,
.
, ,
, .
, Sardine Factory.
Copyright & A K-C
455
, : , - ,
. ( ,
, ),
. , ,
-, . 2 1968 . , Sardine Factory
. , , , ,
.
.
, . , ,
.
,
.
: National Restaurant News, Pioneer of the Year 2003, Ted Balestreri,
September 22, 2003. pp. 5152.
. ,
, . ,
?
1. Arthur W. Sherman, George W. Bohlande, and Herbert J. Chudren, Managing

Human Resources, 8th ed. (Cincinnati, OH: South-Western Publishing Co., 1988), p.
194.
2. Ibid., . 194.
3. Ibid., . 197.
4. Vincent H. Eade, Human Resource Management in the Hospitality Industry
(Scottsdale, AZ: Gorsuch Scarisbrick, Publishers, 1993), p. 180.
5. Sharon Fullen, Controlling Restaurant & Foodservice Labor Costs (Ocala, FL: Atlantic
Publishing Group, Inc., 2003), p. 86.
6. David Wheelhouse, Managing for Human Resources in the Hospitality Industry (East
Lancing, MI: Educational Institute of the American Hotel and Motel Association,
1989), pp. 146147.
8. Karen Eich Drummond, Human Resources Management for the Hospitality Industry
(New York: Van Nostrand Reinhold, 1990), pp. 6878.
10. Lewis C. Forrest, Training for the Hospitality Industry (East Lancing, MI: Educational
Copyright & A K-C
13
456
11.
12.
13.
14.
15.
Ibid., . 41.
Ibid., . 4546.
Ibid., . 45.
Wheelhouse, Managing for Human Resources in the Hospitality Industry, pp. 148149.
Mary L. Tanke, Human Resources Management for the Hospitality Industry (Albany,
NY: Delmar Publishers, 1990), p. 75.
16. Wheelhouse, Managing for Human Resources in the Hospitality Industry, p. 154.
17. Bruce Grindy, Hooking and Keeping Employees, Restaurants USA, October 1998,
p. 26.
19. Forrest, Training for the Hospitality Industry, pp. 112116.
20. Ibid., p. 113114.
22. Tanke, Human Resources Management for the Hospitality Industry, p. 198.
23. The Next Generation of Leadership Research, Inserts in Nations Restaurant News,
vol. 37, no. 31, August 4, 2003, and vol. 37, no. 47, November 24, 2003.
24. Ibid.
26. Tanke, Human Resources Management for the Hospitality Industry, p. 80.
27. Ibid., . 193.
-
National Restaurant Association Educational
Foundation
Quality Restaurant Group
http://www.nraef.org/
http://www.qualityrestaurantgroup.com/
Copyright & A K-C
14

, .
, ?
!
VIP- ! *

, :
1
2 ,
,
3 ,

4 ,
:

,
5

*
. .
Copyright & A K-C
458
14

, , . ,
. , , ,
.
, :
, ,
1:
44% ;
37% ;
31% ;
26% , ;
24% ;
22% - ;
21% , - ,
;
13% ;
12% ;
10% .
,
. , ,
. , .
.
,
.
, , , .
, , - , , .
;
,
.
, , .
, , .
.
,
.
Copyright & A K-C
14.1
: Smokey Bones BBQ
,
.
, Smokey Bones BBQ Sport Bars, 1999 .,
38 14 .
, , .
.
Darden Restaurants Inc., 672
Red Lobster, 516 Olive Garden 32 Bahama Breeze. 1250 .
Darden 2010 .
- Smokey Bones BBQ 250.
Smokey Bones .
:
( ),
.
,
.
Darden .
-,
. -,
, .. , : , ? -, .
Smokey Bones BBQ, ,
, , ,
, , , , , . .
, Smokey Bones BBQ, , . : ,
,
. . , ,
, . , , , , .
: Nations Restaurant News, Smokey Bones BBQ, May 12, 2003.
pp. 60, 64.
. - Smokey Bones BBQ ?
459
Copyright & A K-C
460
14
, ,
. ,
.

.
?
?
?
() ,
. : , ERG-
,
.
.
, , :
(1) ;
(2)
/ . ,
;
(3) . , , , ;
(4) . , , . , , , ;
(5)
. , .
, (35-) ,
(1- 2-). , ,
, .
Copyright & A K-C
14.2
:

. ,
, .
-, , 13- , ,
.. . ,
-, , 1965 1985 .
, ,
. , ,
?

, .

, , .
(Claire Raipes), Twentysomething: Managing and Motivating Today's New Work Force (,
:
). 20 . ,
-.
1. .
, , .
2. . , , , , .
3. . , 20 ,
,
, .
4. . - , .
,
, .
5. . ,
,
, . .
461
Copyright & A K-C
462
14
6. . , 20, . , .
.
7. . 20-
, ,
.
: National Restaurant News, Twenty-Somethings: Managing a New
Breed of Employee, September 1996.
. , , , ?

, ? .
, .
, . . ,
, ,
, . , , ,
.
, .
, . 25 , . , ,
. ,
, . , ,
. .
, , .
, , .
. :
, , ,
.
Copyright & A K-C
463
. . : (Existance),
(Relatedness), (Growth),
ERG-.
( ).
,
, , ,
.
, , , , . ,
, ,
,
.
, . ,
. ,
, ,
2. , ,
,
.

: ,
( ). , , , . ,
.
,
.
, . ,
.
, , , , .
, . .
,
.
,
.
3:
;
;
;
;

Copyright & A K-C
464
14
, , ,
.
4:
;
;
;
;
.
, ,
, ,
.

5.
1. , , .
2.
. .
3. .
4. ,
,
, .
() ,
, , , . : , , .
, , , . , , , , . , . , , ,
6:
;
;
, -;
;
( );
- ,
.
Copyright & A K-C
465
.
, (1)
; (2)
( ) , ; (3)
.

, . , ,
, .
, :
(1) ;
(2) , .
, , , , .
, , , , ,
, , , .

. , .
. , , , , , .
, ,
. , , .
,
.
, , , . ,
.
7. (
) . , , ,
.
, : , , ( , , ,
) .
, .
Copyright & A K-C
14
466
14.3

. .
, . , , .

, (Sid
Feltenstein), Yorkshire
Global Restaurants. ,
.
, ,
, ,
. , , , , ,
, , .
, . ,
.
, ? , , , .

, .
, , .
, . ,
,
. ,
, .
: Winning Workforce Ideas, Employer of Choice Awards, The Art of
Questioning as a Managerial Strategy, pp. 3637.
. , , .
.
Copyright & A K-C
467
,
, .
, . ,
.
8.
1. , .
2. , ,
.
3. . ,
.
4. ; ( ) ,
.

, . , ,
, ,
.
.
: National Restaurant Association Smart Brief, September 1, 2005.
9
, ,
, , . ,
, .
(1)
;
(2) , ;
(3) ,
10.
, ,
. ,
Copyright & A K-C
468
14
( ). , ,
, . ,
, .
, , . ,
. , , . ,
, , . , , , : , ? , ?

,
. Forum Corporation,
11. , . : () ,
. , , , .
, , ..

. ,
, .
, , ,
, , . .

, . - , .
. , , . :
, , . , ,
, , ,
, .
,
, ,
, .
Copyright & A K-C
469
14.4

. .
,
,
.
-
. ,
.

.
,
.
1. . ,
,
. ,
,
. ,
,

.
2. -
.
, , .
.
3. . , , .
: National Restaurant News, Stopping Crime Does Pay: Correcting
Counter-roductive Behaviors Books ProfitsOpinion, January 5, 2004.
. ,
.
,
;
;
, ,
.
, , ,
Copyright & A K-C
470
14
, .
( ) . , ,
, , . ,
, .
. ,
, , . , . , . , , .
.
. , ,
, , , , , .
.
In Search of Excellence * , ( ),
, , ,
12. ?
, ,
.
,
, ,
. , , , , .
,
, , ,
,
,
. ,
, .
, .. ,
,
.
, ; *
. : . ., .. . . .: , 2005.
Copyright & A K-C
471

.
? , ,
, - , - .

, , , . , , , , , . , ,
,
, .
, . - , ,
,
. ,
, , , , .
, . ,
. , , . , , , , ( )
.

, , .
, (, , , , ), , , , .
, , ?
Industry of Choice13, 20 , ,
, , .
deal-breakers ( ), , . , , . .
. ,
.
Copyright & A K-C
472
14
HR-

,

,

(
)
casual,
, -
14. .

1. ()
2. ,
()
3. , , ,
()
4. ,
()
5. , ()
6. , ( )
7. , , ()
8. , ()
9. , ,
( )

.

. ,
, ,
, ,
.
, , - , casual . , .
, 15:
Copyright & A K-C
473

()
, ,
, ()
,
()
, ()
, ()
,
( )
, ,
()

( )
( )
,
, , , , . : , ,
.

, , ,
, / , , , , .
,

,
,
16. , :
(1) ;
(2) , ;
(3) ;
(4) , ;
(5) , , .
Copyright & A K-C
14
474
14.5
:
(Steven Jonnston), Francescas on
Taylor, :
,
,
MOLTO, . , .
, ,
,
. Francescas on Taylor
casual. , 63 . ,
,
3, 2 , , .

.
, ,
, .
,
.
, ,
,
.
, .
,
,
.
, , ,
, . , 2 ,
, .
, , . , .
, , , .
Copyright & A K-C
475
,
. , , , , ,
, , .
,
. - ,
.
, .

. ,
- , .
, , .
,
.
Ketel One. .
: Nations Restaurant News A Day in the Life: Steven Johnston, April
21, 2003, pp. 6869.
. , ?

. . ,
;
;
;
, . , , ,
, , .
, , . , , , .

,
, . , , , .
Copyright & A K-C
476
14
, . ,
? ?
,
?
,
, ?
,
?
.
, ,
.

, . , , , . ,
; . ? ,
;
; , ; ,
, , .
, : (1)
? (2) ?
(3) , , ? (4) ? , ,

.
, , -. , , : : -
.
. , ,
? . .
. ,
. , , , .
Copyright & A K-C
477
, ?
,
, , , . , .
, . , , , . ,

, .

: (1) , , ; (2)
,
, , - ,
. .

, .
, 17:
, , ;

;

;
;
;

.
,
.
. ,
: , : . , :
. ,
,
, :
;
;
.
:
;
;
.
Copyright & A K-C
478
14
, , ,
, , , ( , !), , , . , , , 4
, , .
, ,
.

, .
.
, .
-, . , ,
. , / .
-,
.
. , . ,

.
. ,
. , , , . ,
. ,
,
.
,
. , , , , ,
, .
, ,
.
BARS (
. Behaviourally Anchored Rating Scale)
. ,
, BARS . , , ,
Copyright & A K-C
479
. ,
. ,
, , , . , . BARS , , .. , , .
,
. , ,
, ( ),
. , , ,
. ,
,
,
. , , , .

, ()
. , , , . , ,
.
BARS . -, ,
. -, ,
. ,
, , ,
. BARS , , ,
. , , , , , .
-, BARS
, .
,
.
, , , . ,
.

( ).
, ,
- . ,
Copyright & A K-C
480
14
. BARS
, , .. , , , .

BARS.
. ,
. - .
.

. ,

,
.
, .
. (tell-and-sell ) , , , . , . ,
.
(tell-and-listen).
,
, ,
, .
, (problem-solving), .. , .
, , . , . ,
,
, , ,
, .
, , . ,
, . ,
, , ,
.

, ,
, -
Copyright & A K-C
481
, , .
, .

Lawrys? . , 83-
. Lawrys 5,
10 , ,
.. Lawrys
Tiffany. ,
,
,
, .
Lawrys , , , .
: Margaret Littman, Chain Leader, Giving Thanks at Lawrys Restaurants, April
2005.

,
. , , , .

. ,
, .

.
,

. , , , .
,
. , ? , ,
. -
Copyright & A K-C
482
14
, , , .
: .
, , , . , , , , .. .

, .
, ,
, , .
, .. , .

, . , . , 80% ,
.
.
.

. .
,
, .
, , .
,
, . ,
, , ,
, ,
., .
,
,
, .
,
.

, -
Copyright & A K-C
483
, .
, , , - ,
,
. , .
: - , , , .. .

.
.
, .
,
, ?
.
,
, .
. -

. , . . , ,
, , . , , , .
, , . , , ,
: , () .
, , ,
, , .
.
,
, . , . , ,
. .

, . ,
Copyright & A K-C
484
14
, . , , , , , .
, , .
. ,
,
. , ,
.
, , ,
.
,
. ,
,
, . , ,
Main Street , ,
,
. , , ,
, .
, , , ,
? ,
, ?
:
, .
. , ,
, : ,
? ,
, ? :
, , , , ,
, , .
. , : ,
.
, . .
, , . , , , ,
, ,
. , , .
,
, . -
Copyright & A K-C
485
. , . , , .

, , .
? , . ,
. , ..
. ,
, , ,
. ( , )
, ,
, , .
, . , ,
. ,
. ,
, .
. ,
, .
, .. , , . , .
.
, ,
. ,
, , ,
, .
, ,
. , 18. , , , (.. ), .
, ,
, .
Copyright & A K-C
486
14
, ,
, ,
.
, .
, , , , .
, .
, ,
. ,
.
! , ,
, . ,
. : , .
, ; , .. .
. ,
. ,
, ? , , . , ,
. : :
, . : , .
. , . . , , , , .

, ,
. , ,
, .
. ,
, .
Copyright & A K-C
14.6
?
. ,
,
:

Chick-fil-A
. Team member Loyalty
and Recognition Program ( ), .
. ,
.
Chick-fil-A, , .
1. ,
, -: ,
(value sizing).
2. ,
.
3.
,
, .
4. , , ,
, .
5. ,
, -: , , , .
.
: Winning Workforce Ideas, Employer of Choice Awards, A Great
Team Gets Better, pp. 2225.
.
? . , Chickfil-A? ?
487
Copyright & A K-C
488
14
. . , ,
, , . , ,
.
?
. , ,
.
, . , .
, . , :
, ;
;
, .
, .

. .
,
. :
.
.
( ) , .
,
, .
. , , , ,
. , .
,
, .
.

. , !
: , ,
. ? , ; ; ,
, . -
Copyright & A K-C
489
,
, ?
, , ,
. ,

.
? , , , , . . ?
. ? ,
, ,
, .
. . - ,
. ! ,
, ? !
, ,
, . ,
.

. , . ,
, .
, ,
? . , ..
, .
, ,
. ,
. ,
.
, ,
, , . , , ,
, , .

,
. -
Copyright & A K-C
490
14
, , ,
, . , . ,
, .
, , ?
, , , . .
, ,
, , .
, , , ,
, , - , .
, , , , ,
.
, , , , , ,
, .
, ,
.
, .

. , ,
.
: , , ,
.
,
, , .

.
- -,
. ,
, , . , , ,
.
, . -
Copyright & A K-C
491
, , , , ,
.
, ,
. , ,
, , .

, ,
. , ,
, ,
, , .
, ,
, , : (1) , (2) (3) .
,
, . ,
, ,
. .
,
. ,
, . . , .
, . , ,
.
.
, . .
.

. , ,
. ; , ,
, , , -
Copyright & A K-C
492
14
. ,
, ,
.
:
, , . , .
, , , () .
, , , .
, .
1. , , . , , .
.
2. . , ,
, , .

.
3. ,
, . .
, ,
, .
4.
.
5. ,
. ,
.

(supervisor) . ,
,
. (Bennis and Nanus)19,
, , .. . , ,
. ,
.
Copyright & A K-C
493

. ,
19201950- , , , , , .
1950- , ,
, . , , , .
,
. .
20:
;
;
;
( ).
, , . ,
, . .
,
, .
, , , ,
, .
() (), , . .
.
,
( ),
( ),
21.
1. ( ) . , .
2. ( )
, .
, , .
3. () , . , .
Copyright & A K-C
14
494
14.7

.
.
2004 . Womens
Foodservice Forum ,
. 40,
-: ,
HR- .
,
. -
.

,
, ,
-.
.
1.
.
2.
.
3.
.
4. , ,
,
.
5. , , ,
.
6. ;
,
.
7.
, ; .
8. , ,
;
.
9.
; , .
Copyright & A K-C
495
10. ; , ,
.
: National Restaurant News, Womens Foodservice Forum, Successful
to the Core, March 22, 2004, p. 42.
.
, - ? , ? , ? , - ?
4. ( )
, . , ,
, .
5. ,
. .
,
.
,
. (Gary P. Yukl) , , , .
, , 22:

( ) , ,
, . , , , .
Copyright & A K-C
496
14

, . ,
.
(Fiedler), , , . , , , .. .
, 23:
(1) (, ,
, , ,
);
(2) ;
(3) , .
. , , , , , ,
. ,
, ,
. , ,
() ,
. , ,
, .
(. ),
:
. 24:
;
,
,
;
, .
25.
1. .
2. , .
3. : )
();
b) ().
4.
, , ,
.
Copyright & A K-C
14.8
:
(Sally Smith) , , , KPMG Peat Marwick Miracle-Ear Inc.,
. Buffalo Wild Wings?
, . -
, . , ,
, , Buffalo Wild Wings. , ,

, .
, .
Buffalo Wild Wings.
. -, bw-3 ( ) Buffalo Wild Wings.
, ,
, . ,
, , . :
,
, , - . .
Buffalo Wild Wings
, . .
- Buffalo Wild Wings
, :
,
, . ,
. Buffalo Wild Wings Grill
& Bar .
: National Restaurant News, 2003 Golden Chain: Sally Smith, September
22, 2003. pp. 72, 74.
.
Buffalo Wild Wings ?
497
Copyright & A K-C
14
498
1. Dina Berta, Employee Behavior Study Alarms Operators, Nations Restaurant News,
vol. 37, no. 31, August 4, 2003, p. 16.
2. Craig c. Pinder, Work Motivation: Theories, Issues and Applications (Glenview, IL:
Scott, Foresman and Company, 1984), p. 63; David McClelland, Human Motivation
(Glenview, IL: Scott, Foresman and Company, 1985), pp. 595596.
3. Auren Uris, 101 of the Greatest Ideas in Management (New York: John Wiley & Sons,
1986), p. 26.
4. Ibid., . 26.
5. Arthur W. Srerman, George W. Bohlander, and Herbert J. Chudren, Managing
Human Resources, 8th ed. (Cincinnati, OH: South-Western Publishing Co., 1988), p.
304.
6. Ibid., . 299.
7. Ibid., . 302.
8. Ibid., . 304.
9. , Robert Christie Mill, Managing for
Productivity in the Hospitality Industry (New York: Van Nostrand Reinhold, 1989),
chapters 610.
10. George H. Litwin and Robert A. Stringer, Jr., Motivation and Organizational Climate
(Cambridge, MA: Harvard University Press, 1968).
11. Forum Corporation, The Language of Organizational Climate,
, 1979.
12. Thomas T. Peters and Robert H. Waterman, In Search of Excellence (New York:
Harper & Row, 1982).
13. Bruce Grindy, Hooking and Keeping Employees, Restaurants USA, October 1998,
p. 25.
14. Dina Berta, Study Finds Employees Not Getting a Lot of Satisfaction, Nations
Restaurant News, vol. 37, no. 23, June 9, 2003, pp. 8, 22.
15. Milford Prewitt, All Work, No PlayNo More, Special Report: General
Managers, Nations Restaurant News, vol. 37, no. 47, November 24, 2003, pp. 1, 43,
46, 48.
16. M.C. McConkie, A Classification of the Goal-Setting and Appraisal Process in
MBO, Academy of Management Review, vol. 4, no. 1, 1979, p. 29.
17. Mill, Managing for Productivity in the Hospitality Industry, pp. 143144.
18. Ricky W. Griffen, Relationships among Individual, Task Design and Leader
Behavior, Academy of Management Journal, vol. 23, no. 4, 1980, p. 667.
19. Warren Bennis and Burt Nanus, Leaders: The Strategies for Taking Charge (New
York: Harper & Row Publishers, 1985), p. 218.
20. Marc G. Singer, Human Resource Management (Boston: PWS-Kent Publishing
Company, 1990), pp. 353354.
21. Ibid., . 356.
22. Gary P. Yukl, Leadership in Organizations (Upper Saddle River, NJ: Prentice Hall,
1981), pp. 121125.
23. Singer, Human Resource Management, pp. 356357.
24. Ibid., . 358.
25. Ibid., . 359.
-
Success Factors Performance and Talent
Management
Loyalty Works Incentive and Loyalty
Programs
http://www.successfactors.com/
http://www.loyaltyworks.com/
Copyright & A K-C
15
-.
, ,
? *
. , 38-
:
, :
1
, ,

, ( . ). . .
Copyright & A K-C
15
500
15.1
:
.
, ,

. ,

, ,
. ,
, , , . , ,
,
, ,
, .
, ,
, ,
, , .
,
. , .
: Mariani, John, The Front Burner: Whats Hot!, Great Chefs
Magazine, vol. 2, no. 3, 2004, pp.6667.
. , , ?
.
:

. , modus operandi ,
.
/ 1
2003 . - ,
, , -
Copyright & A K-C
501
.
, , , . , 300 . , . ,
, , . ,

.
-
, .
,
. , ( , 89% ,
, ), , , .

2005 .

, , .
. : http://www.govtrack.us/congress/bill.xpd?bill=h109-554.
: http://www.restaurant.org/pressroom/pressrelease.cfm?ID=1162, October 23, 2005.

. -
Applebees Weight Watchers .
2
2005 .
.
( ) . 80%
,
, 2014 . .
, ,
. ,
, ,
, .
,
, - , .
Copyright & A K-C
15
502
15.2
:
(NRA)
. 2002 . ,
- . , , . , NRA , , , .

:

,
.
:
Copyright & A K-C
503
high-tech high-touch
(
)

-?
:

. ,
, .
: Liddle, Alan J., NRA Tech Poll Bolsters Think-Tanks 2010 Forecast,
Nations Restaurant News, vol. 36, no. 47, November 25, 2002, pp. 4, 42.
. ,
.
, 20%
, ,
, - 25% , .
3
(People for the
Ethical Treatment of Animals, PETA)
, .
,
, , ,
, , .
PETA ,
,
.
McDonalds , . , ,
Copyright & A K-C
15
504
2,5 , . , McDonalds
-. ,
,
() . PETA
, .
4
, . , , ,
,
, ,
. - , , ,
, .
. : 41 885 68 077 .
15.3
:

. ,
.
,
, , , , . ,
( casual-).

,
.

, - , . , , -. ,
,
.
Copyright & A K-C

-,
. , . , ,
-, . ,
, ,
.

()
, , .
,
,
, (), ,
.
-,
. , , ,
.
-
.
- ,

.

.
: Melvin, Jim, Riding Wave of Future Can Be Risky; Smart Tech
Choices help Operators avoid Wipeout, Nations Restaurant News, vol. 38,
no. 10, March 8, 2004, p. 26.
. ,
-, .
, , , . ? .
505
Copyright & A K-C
15
506
5
1986 . , 700 , .
Sardine Factory : ,
:
, , , ,
.
, .
6
, . . 90%
,
NRA.

NRA ,
, 0,1 0,08%. 2002 . , ,
. , .
, (Mothers Against Drunk Driving)
, . ,
, . ,
.
Copyright & A K-C
507
7

. , , . , , ,
, .
15.4
:
:
, :
, , ,
, .
,
, -
. ,
. ,
, .
, ,
. ,
. : ? ,

, . :
, ,
. .
: Maccioni, Sirio ( LeCirque Restaurants
Osteria del Circo -, - ), The Restaurateur
Great Chefs Magazine, vol. 2, no. 3, 2004, p. 25.
. , , , , ?

, ,
. -
Copyright & A K-C
508
15
* . , .

,
. ,
.

NRA 8.
1. ,

2.
3. ,

4. ,
5.
6.
7. , ,
,
8.
9.

.

*
, . . .
Copyright & A K-C
15.5
:

. ,
,
.
, (knowledge management, KM):
,
. KM
, , ,
.

.
. ,
2014 . - , ,
, , .
,
.
,
,
, ,

,
,
, ,

509
Copyright & A K-C
510
15
, , , ( , , : -
, , ,
?)
,
, ,
, , .

- , , .
,

: ? , .
,
PowerPoint
, , , .

,
, ,
.
: Smart Busineses File Knowledge Away for Future Reference,
Nations Restaurant News, vol. 38, no. 15, April 12, 2004, pp. 14, 22. Trainers,
Change with the Times, or the Times Will Change You, Nations Restaurant
News, vol. 38, no. 9, March 1, 2004, pp. 20, 31.
. ,
?
.
.
, . ,
Copyright & A K-C
511

.
NRA, 2010 .,
9.
;
- - ( , ).

.
.
, .
.
, ,
.
. , , , .

. , ,
. , , 10. , .

, ,

, . , ,
.
, 11:

;

;
,

;
Copyright & A K-C
512
15
;
.
,
, , ,
.
.
. - ,
. ,
, , ,
,
, .
, 12:
;

;

,
;

;
, .

,
.

. , .
.

, -
Copyright & A K-C
513
,
, .
,

.
, 13:

;
;

;

();
.
(, ServSafe) . ,
.
.

.
,
,
.

,
.
,
, .
, ,
.

.
, , . .
Copyright & A K-C
15
514
15.6
:
, ,
, 2010 .
(General Managers, GM)
.
, 30? ? 27- (Danielle
Johnston), GM Arrows,
( ). , Nations Restaurant
News 50 GM
.

Arrows.
,
16 , .
, ,
, .
, , , , , .
GM ,
(
)
.

,
. , ,
.
,
VIP-.
,
, Arrows. ,
, .
, !
Copyright & A K-C
515
, .
. ,
,
, Arrows .
. ,
. GM, , , .
, , , , , , . , , , .

,
. .
: Kooker, Naomi, Danielle Johnson Nations Restaurant News, vol.
38, no. 4, January 26, 2004, pp. 2021.
. ,
, .
, 14:

;
, ,
;
;
;

, .
Copyright & A K-C
516
15

, , ,
. .
. .
15:

;
- , ;
, ;
, .

, .
,
, . ,
, , ,
, , .
,
.
,
, , . ,
, , 16.
, ,
17.
18:

,
.
Copyright & A K-C
517

.
, , .
,
.
,

.
casual,
, , .
,
, , . !
1. The New Revolution? Industry on Alert in an Age of Activism, Nations Restaurant

News, vol. 37, no. 38, pp. 8692.
2. Ibid., . 94100.
3. Ibid., . 106114.
4. Ibid., . 116120.
5. Ibid., . 122126.
6. Ibid., . 128132.
7. Ibid., . 146149.
8. Job Analysis Report for Unit manager and Assistant Manager, Educational
Foundation of the National Restaurant Association, November 1988.
9. National Restaurant Association, Restaurant Industry 2010: The Road Ahead
(Washington, DC: National Restaurant Association, 1999), p. 33.
10. National Restaurant Association, Foodservice Manager 2000, Current Issues Report
Copyright & A K-C
15
518
11. National Restaurant Association, Restaurant Industry 2010: The Road Ahead
12. Ibid., . 3334.
13. Ibid., . 32.
14. Ibid., . 34.
15. Ibid., . 35.
16. National Restaurant Association, Foodservice Manager 2000, Current Issues Report
17. National Restaurant Association, Restaurant Industry 2010, The Road Ahead
18. Ibid., . 31.
-
Restaurant Edge
Aloha
Micros
Nutrition Information
American Management
Association
http://www.restaurantedge.com/
http://www.alohapos.com/public_site/index_final.asp
http://www.micros.com
http://www.nal.usda.gov/fnic/
http://www.amanet.org

158.Управление рестораном. 3-е изд. Учебник. Гриф УМЦ Профессиональный учебник. (Серия Зарубежный учебник) PDF

Încărcat de

Informații document

Titlu original

Drepturi de autor

Formate disponibile

Partajați acest document

Partajați sau inserați document

Opțiuni de partajare

Vi se pare util acest document?

Este necorespunzător acest conținut?

Drepturi de autor:

Formate disponibile

158.Управление рестораном. 3-е изд. Учебник. Гриф УМЦ Профессиональный учебник. (Серия Зарубежный учебник) PDF

Încărcat de

Drepturi de autor:

Formate disponibile

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Robert Christie Mill

Upper Saddle River, New Jersey 07458

Copyright & A K-C

Copyright & A K-C

ISBN 0-13-113690-9 (.)

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Applebees Neighborhood Bar & Grill

Chilis Grill & Bar

Aramark Global Food/Leisure Services

Sodexho Healthcare Services

Sodexho Campus Services

Sodexho Corporate Services

Copyright & A K-C

Papa Johns Pizza

Little Caesars Pizza

IHOP/International House of Pancakes

Cracker Barrel Old Country Store

Bob Evans Restaurants

Copyright & A K-C

Popeyes Chicken & Biscuits

Marriott Hotels, Resorts, and Suites

Copyright & A K-C

Ryans Family Steak House

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C

Copyright & A K-C