Slow Food Movement

According to an article, the food industry has been trying to move the public away from the term "fast food"over the past 5 years, shifting the term to "quick service restaurant" or "fast casual restaurants". Within the US, fast food restaurants have been losing market share to so-called fast casual restaurants, which offer somewhat better and more expensive foods. In 2002, the McDonald's Corporation posted its first quaterly loss. Because they rely on monoculture, on foodstuffs purchased on global commondity markets and on its displacement of local eating habits, for that reason, the fast-food industry is seen by many as destroying local styles of cuisine.

For these reasons and more, the Slow Food Movement trend has taken its place in the food industry, and it seeks to preserve local cuisines and ingredients, also, it directly opposes laws and habits that favours fast-food choices. Although, fast-food restaurants are often seen as a mark of modern technological culture, slow food movement strives to educate consumers' palates to prefer the richer and more varied local tastes of fresh ingredients harvested in season with a standard of nutrition balance.

For some cultures, such as Asian culture or Asian restaurants, the term "fast-food" is rather deveiving when applied to Asian restaurants. While it is fitting to describe the restaurants as fast-service, the same does not apply to customers. Among cinemas and shopping arcades, people are just as likely to sit down and socialize (over a cup of tea, soup or other food) as they are to grab a bag and take off. With French, they generally do not go to fast-food restaurants for quick meals, but often buy take-away food from bakeries. French food culture is fairly sophisticated, leading to some outright hostility against typical fast-food restaurants.

The difference between chain restaurants and independent restaurants

A chain restaurant is a set of related restaurants with the same name in many different locations under shared corporate ownership. The difference between a chain restaurant and an independent restaurant is that the restaurants within a chain are built to a standard format and offer a standard menu, whereas the independent restaurant provides variety of food, and the way the food have been cooked is negotiable depending on the customer's demands, and they usually provide better hospitality. Fast food restaurants are the most common types for chain restaurants and its proliferation is becoming an increasingly controversial trend worldwide. These fast food restaurants are restaurants characterized by food which is supplied quickly after ordering and by minimal service, which are for people who wish to eat on a go with minimal cost.

Restaurants

There are many possible organization for restaurants, depending on local customs and the formality and the price of the meal. they range from unpretentious lunching or dining places catering to people who working nearby, with simple food served in simple settings at low prices, to expensive establishments serving refined food and wines in a formal setting. In the former case, clients are not expected to wear formal clothes. In other case, clients generally wear formal clothing. However, this varies between cultures. Some restaurants with stars are generally more formal and have more expensive establishments. The more stars awarded, the higher will be the prices. Restaurants with 1 - 3 stars are perceive to be of high culinary merit. 3 - 5 stars' restaurants are consider very high class restaurants where you might have to wear formal clothes. Restaurants also have specialization in certain types of food, such as seafood restaurants, vegetarian restaurants, or Chinese restaurants, Italian restaurants etc... There are many choices for clients depending on their appetites.
In today's economics, restaurants are the end of the supply chain in the food service industry. there is way too much competition, and it's hard to make a profit. In most industrialized coutnries, restaurants are heavily regulated to ensure the health and safety of the cutomers. Those typical restaurant owners have to face many obstacles to maitain their business.

Indepedents vs. Chains

Source: articles
The Chains are winning, and it’s all in the Marketing.
- By Bob Bradley
Independent Restaurant Survival in a Mega-Chain World
- By Ron Gorodesky and Ed McCarron

Bob’s articles are given evidence of how and why the chains are having stronger position in the food service industry, it’s all about marketing.

“When it comes to marketing, the independents imply can’t compete with the chains, because when it comes to advertising, money wins, and by definition, the independents can’t compete. One guy is talking about his “word of mouth” advertising, and the next guy is spending millions on a national TV campaign. And people do watch lots of television, and they are absolutely influenced by advertising. the best proof that advertising works is that customers stand in line at the chains, and guess what - according to the survey to some 200 chain exucutives, 2% of those customers are concerned about the quality of the food and the service. 98% don't care or they just assuming that the food and service is fine. what's really important to them is the cost and the atmoshere, (and all that fun as portrayed in the commercials). "

SO, how do independent restaurants survive? Based on Ron and Ed's article, they spent years of observing and tracking the restaurant industry and working with restauranteurs to develop highly successful operations. There are 5 key points for continued success fo indepedent restaurants.

1. Emphasize Quality
Remember that quality food and quality service is what keeps customers coming back. Additionally, remember that most chain restaurants do not have an owner in the store, giving you, the independent restauranteur an advantage - the care and passion of the owner involved in the day-to-day operation of the restaurant.
- with your presence add a personal touch and get to know your clients - the food and drinks they enjoy, their favourite table, etc... let the guests know you remember and appriciate them.
- regularly check the food : Is it hot enough? Does it taste as it should? Dose it look appealing?
- regularly watch the service style: Are the tables set correctly? How long are people waiting for the food? Does the server explain menu items and answer guest questions appropriately?
Your attention to detail and emphasis on quality will transfer to your employees by their understanding and striving to reach the standards you set and exhibit. And Again, talk to your guests, make sure they are receiving food and service that is beyond their expectations.

2. Flaunt Your Uniqueness
As an independent operator, you are not a cookie cutter replica of fifty other restaurants. Let your current and prospective customers know what makes their experience at your restaurant unique. Play up the elements which constitute the magic of your restaurant.
- Feature Chef or owner specilties and have he Chef circulate in the dining room, interacting with your guests.
- Exploit your ability to react quickly and make changes based on customer needs and suggestions.
- Project the magic in your marketing. Highlight the phenomenal view, service style, Chef masterpieces, atmosphere or the combination that makes your restaurant different. Let people know that an incredible experience awaits them at your restaurant.

3. Empower Your Managemet Staff
Independent restaurateur must compete with chain restaurants for the best and brightest managers. Chain restaurants can promise upward mobility to other units in the chain and attractive benefit packages; features that are not as predominant at indepedent restaurants. To counteract this, you need to give your managers a sense of ownership of the restaurant and a meaningful incentive compensation program which rewards them for your joint success.
Empower your management staff by giving them the resposibility and authority to run all aspects of the restaurant. Involve them in all areas of the operation including menu item selection, hiring personnel, equipment purchases and the compensation program details. Provide your key managers with financial information to make effective decision. Giving your managers a pivotal role in the success of the operation, allowing them to take care of the business, results in increased commitment from your managers and a well-managed operation.

4. Be Wary of Discounting
Indepedent restaurants are the primarty target of numerous coupon books and other discounting schemes. To restaurants in trouble - tax problems, supplier problems, mortgage problems - the money offered by discount houses seems appealing. However, afer you've given out food (and been paid approximately 50% of its value by the discount house) and the old debts are paid off, new debts have arisen and you think about starting all over again, and again and again...
Coupon clippers are loyal to the coupons, not to your restaurant. Discounts water down the value of your product. Remember, coupon clippers are paying what the meal is worth. Everyone else is overpaying.

5. Understand the Business of Your Business
Go beyong the passion you have for good food and a great dining experience - understand the business part of the business. Independent restauranteurs do not have the advantage of a well-staffed accounting department to watch the financial statements that chain operators have. You need to create a management information system that provides you with meaningful, accurate and timely information. Standardize your numbers so you can compare them with industry averages and previous performance.

It is not only about great food and service. It is the uniqueness and enthusiasm that excite consumers and keep them coming back.

NEEDs & WANTs

We NEED food, but we WANT to have them in the restaurant. WHY??
- Location?
- Popularity?
- Food Quality?
- Atmosphere?
- Price?
- Special Offers?
- Service?
- Variety of cuisine styles?