Ninety percent of all restaurants fail, and those that succeed happened upon that mysterious X factor, right? Wrong! A man of many hats: money-guy, restaurant owner, and restaurant consultant-Roger Fields shows how a restaurant can survive its first year, based on far more than luck, and keep diners coming back for many years to come. Featuring real-life restaurant start-up stories (including some of the author's own), this comprehensive how-to walks readers through the logistics of opening a restaurant: creating the concept, choosing a location, designing the menu, establishing ambiance, hiring staff, and, most important, turning a profit. Opening a restaurant isn't easy, but this realistic dreamer's guide helps set the table for lasting success.
About Roger Fields
ROGER FIELDS, CPA, owned two successful restaurants in New York City before moving to the San Francisco Bay Area. He is currently a partner at Merchants Accounting Services, an accounting, tax, and consulting firm that specializes in restaurants.
As definitive a perfectly planned guide as ever written . . . as essential to a restaurant's success as food.
-Food Industry News
"A must-read, not only for those thinking about opening a restaurant, but for those already in the business as well. Combining his financial and analytical expertise with his clear, casual writing style, Roger shows how to balance entrepreneurial spirit with sound business judgment. If only I'd had this book before opening my own restaurant, I would have saved myself tons of time, money, and headache!"
-Mary Canales, owner, Ici Ice Cream