Aesca entrepreneurship

Introduction to Entrepreneurship
Three Types of Business
Choosing “Our” Model Business
Financing Options
Components of a Business Plan
Demographics
SWOT Analysis
Business Needs
The Entrepreneur's Business Function/ Philosophy

Culinary Entrepreneurship
The capacity and willingness to undertake conception,
organization, and management of a productive venture
with all attendant risks while seeking profit (triple bottom line)
as a reward.
In the world of culinary entrepreneurship there are many
different avenues to choose from. The three major categories are:

Restaurant
Full service, quick service, franchise,
independent
Product
Service
Packaged items to sell wholesale
(and retail)
Catering, personal chef, food trucks

“I have initiative and insight and guts, but not much money.
I will succeed because my efforts and my focus defeat bigger
and better funded competitors. I am fearless and keep my
focus on growing the business - not on politics, career
advancement or other wasteful distractions.”
- Seth Godin, The Bootstrapper’s Bible

One Line Description of Our Business
Location
Concept
Name
Product
Logo

Once the entrepreneur has the concept in mind,
basic questions will need to be answered:
How will it be financed?
SBA Loan
Business Bank Loan
Private Investors
Silent Partnerships
Active Partnerships
Self Finance

Do I have a sound business plan?
The “roadmap” to a business, one can’t start without it!
One Line Description of the Company
Financial Projections - Income, Expense, Capital
Risk Mitigating Milestones
Market Analysis
Why You Are Uniquely Qualified to Succeed
Organization and Management
Marketing and Sales Plan
Appendix - Resumes, Licenses, Permits, etc.
Components of a Business Plan:

What are the demographics?
Population of immediate surroundings
Population of bedroom communities
Vicinity of bedroom communities
Average household income
Percentage of working adults vs. retired adults
Percentage of adults to children
Percentage of earned college degrees and beyond
Number of other like businesses in a five mile radius

What are the physical needs, capital needs?
Buy Out, Startup or Lease
Buy Real Property?
FF and E (The equipment that is used to produce the
product of the business: Furniture, Fixtures, Equipment)
Square Footage Needs

What is the SWOT of my Business?
Strengths
Weaknesses
Opportunities
Threats

Will I have access to product?
Food and beverage vendors, with product that fits into my concept,
who would deliver
Pool of talent within the local demographics
Fitting a healthy wage scale into budget
Internet, newspaper, job fairs, open house, word of
mouth, lateral hiring
Can I obtain a good staff?

What licenses and permits will I need?
Company Registration
State Identification Filing, Fictitious Name Statement
FEIN Number
State and City Sellers Permit
Local Health Permit (County)
Payroll Tax Number (EDD)
Liquor License
Signage Permit (if applicable)
Other Needs: workman’s compensation, liability
insurance, vendor credit, IT license, etc.

What will my business entity be?
Sole Proprietorships
A sole proprietorship is a business owned by one person for
profit. The owner may operate the business alone or may
employ others. The owner of the business has unlimited
liability for the debts incurred by the business.
Partnerships
A partnership is a business owned by two or more people.
In most forms of partnerships, each partner has unlimited
liability for the debts incurred by the business. The three
typical classifications of for-profit partnerships are general
partnerships, limited, and limited liability partnerships.

Cooperative Company
Often referred to as a "co-op,” a cooperative is a limited
liability business that can organize for-profit or not-for-
profit. A cooperative differs from a for-profit corporation in
that it has members, as opposed to shareholders, who
share decision-making authority. Cooperatives are typically
classified as either consumer cooperatives or worker
cooperatives. Cooperatives are fundamental to the
ideology of economic democracy.

Corporations
A corporation is a limited liability business that has a
separate legal personality from its members. Corporations
can be either government-owned or privately owned, and
corporations can organize either for-profit or not-for-profit.
A privately owned, for-profit corporation is owned by
shareholders who elect a board of directors to direct the
corporation and hire its managerial staff. A privately
owned, for-profit corporation can be either privately held
or publicly held.

Limited Liability Companies (LLC)
A Limited Liability Company (LLC) is a business structure
allowed by state statute. LLCs are popular because, similar
to a corporation, owners have limited personal liability for
the debts and actions of the LLC. Other features of LLCs are
more like a partnership, providing management flexibility
and the benefit of pass-through taxation.
Owners of an LLC are called members. Since most states do
not restrict ownership, members may include individuals,
corporations, other LLCs and foreign entities. There is no
maximum number of members. Most states also permit
“single member” LLCs, those having only one owner.

What function will I serve for the business?
Accounting/ Payroll
Floor Management
HR
BOH
Purchasing
Receiving
Development
Design
Marketing and Promotions
Special Event Coordinator

A mission statement should guide the actions of the organization,
spell out its overall goal, provide a path, and guide decision-making.
It provides the framework or context within which the company's
strategies are formulated.
Check out the book “Good to Great” by Jim Collins

Examples of Corporate Mission Statements
Mc Donald’s
To provide the fast food customer food prepared in the same
high-quality manner world-wide that is tasty, reasonably-priced &
delivered consistently in a low-key décor and friendly atmosphere.
Chili’s
To spice up everyday life!
Denny’s
Great food, great service, by great people, every time
Ruth’s Chris Steakhouse
To build a growing, profitable restaurant business in which the
highest standards of quality, value and hospitality are expressed.

Mission Statements of the Chef Owned, Farm to Table Restaurants
The Kitchen, Boulder
We believe in the power of good food and good drink to connect people as family,
friends & a community, and The Kitchen remains committed to our mission of creating
community through food.
John’s Restaurant, Boulder
Service is an effective soundtrack: unnoticeable by virtue of its flawlessness;
unobtrusive in its presence. Taste and tastefulness unite without pretension.
Paley’s Place, Portland Oregon
A commitment to creativity and flexibility in cuisine, sophistication in service, and
intimacy in the dining experience

How do you write a mission statement?
Three Components
1. The Purpose -What are the needs that we exist to address?
2. The Business - What are we doing to address these needs?
3. The Values - The principles or beliefs that guide our work.

Philosophy is how the company achieves their mission statement.
Example:
The Triangle of Success
Keep it Simple
….And…
Live it, Breathe it, Teach it, Believe in it!

GUESTS
INTERNAL
GUESTS
$$$
SUCCESS

Know your product
Go over and beyond expectations
Know your standards and exceed them
Always be proactive and organized
Give the guest the best experience of the lifetime
Guests

Be kind
Be complete and thorough
Be a team player
Be reliable
Be punctual and ready to work
Be efficient
Be supportive
Be respectful
Internal Guests

Provide the “ultimate
experience” for repeat
business and word of mouth
advertising for new guests
Suggestive sell to maximize
revenue and in turn provide
the “ultimate experience”
$$$
Top Line Bottom Line
Control costs by portion
control, waste control, labor
control, and taking care of
products of service such as
china, glassware, flatware,
etc.

www.sethgodin.com/sg/downloads/knockknoc.pdf
sethgodin.typepad.com/seths_blog/files/whos_there.pdf
www.sethgodin.com/sg/docs/bootstrap.pdf
Review today’s power point slides.

Opening / Continuing Marketing
Operational Strategies
Understanding a Triple Bottom Line (the 3 Ps)
Forecasting / Budgeting
Guest Speaker
Review our Company so Far

A marketing plan is a plan which outlines a company's overall
marketing efforts.
The marketing plan can function from two points: strategy and tactics.
“Strategic planning" is an annual process, typically covering just the
year ahead.
To be most effective, the plan has to be formalized, usually in written
form, as a formal "marketing plan." The essence of the process is that
it moves from the general to the specific, from the vision to the
mission to the goals to the objectives of the business, then down to
the individual action plans for each part of the marketing program.
It is also an interactive process, so that the draft output of each stage is
checked to see what impact it has on the earlier stages, and is
amended.

How long does my marketing plan need to be?
How far out should I make a marketing plan?
How long should I take to write this plan?
Who should see this plan?
What is the relationship between my marketing
plan and my business plan?

Examples of Pre-opening Marketing and Promotion
Hire a Publicist?
Website
Press Releases
Community Liaisons
Exterior Signage
Neighborhood “Coming Soon” Mailing (by zip)
Cross Marketing with Local Businesses
Special Offers
“Trade”
Radio, Local Newspapers and Magazines
Social Media

Continuing Marketing
Press Releases, Free Listings
Fund Raisings
Local Event Support
Internal Marketing of Events and Specials
Special Offers
Banners
Telephone Marketing
Radio
Cable / Television
Social Media
Website Advertising

Hours / Days of Operation
Steps of Service
Staffing Needs, Pay Scale, Scheduling
Function of “Chiefs” and “Indians”
Purchasing and Deliveries
Employee “Rules”- Handbook
Floor Plan FOH / BOH / Service Stations
Happy Hour?
Presentation of Product
Presentation of Product Options (Menu)
Tender and Accounting Operations
Service / Product Recovery Policies
Reservation Policies
To Go? Delivery? Pick Up?

Profit
The 3 Ps
People
Planet

What does the Triple Bottom Line look like?
P #1-Profit-Not just profit for your company
Economic gains for humanity:
jobs created; small businesses started or expanded; environmentally
responsible industries engaged; poverty reduced or alleviated.
P#2- People-Not just your customers and staff
Social improvements for humanity:
people of color or low-wealth engaged; educational systems improved;
racism dismantled; power shared.
P#3- Planet, not just your immediate area
Environmental stewardship:
land/water resources protected; working lands locally-owned; water quality
improved; native plants and herbs propagated.

Locavore!
Okay, What’s So Big About Local Food
Fresh food tastes better!
Fresh food is healthier!
Local food travels less distance, it consumes less
resources in its journey to your plate.
Local food equals local jobs. More of your money
stays with the local farmer and the shops that
support his/her work.
Local food is more seasonal food and eating local
supports more diverse crops.
Local eating supports biodiversity which is more
sustainable in the long term.
Local food chains support social connections with
your community.

Sales Forecast
Seats / projected turns / meal periods / check (cover) average per meal period
Example #1:
2000 sq. ft. / 100 seats / dinner only / $42.00 check avg. / open 7 days
January
1-1/2 turns (150) x 42 x 31 days
Projected sales $195,300.00
Example #2:
1500 sq. ft. / 50 seats / breakfast & lunch / $8.50 ck breakfast / $11.00 ck lunch / open 7 days
January
2 Turns (100) breakfast x 8.50x 31 days = $26,350
2 Turns (100) lunch x 11 x 31 days = $34,100
Projected sales $60,450
Of course you can breakout food vs. beverage, but this is a good starting point.

Projected Expenses
Fixed vs. Controllable
Fixed expenses are those that don’t change.
Controllable are ones that fluctuate with business.
Example of Fixed:
Rent (unless the triple net includes a % of sales)
Management salary (unless elevated by bonus)
Insurance
Licenses / Fees / Permits
Waste Management
Phone and Cable
Equipment Leases
Contract Cleaning
Pest Control
You would budget controllable expenses on average to the industry, then you manage them to stay
within those $$ amounts, only when revenues are below a breaking point does that become impossible.

Expense Forecasting Guidelines
The difference between a forecast (budget) and a P&L. - the first is what you would like
the numbers to be, the second is what they actually are.
Cost of goods - food (28%-33% depending on concept)
Cost of goods wine (25-33% depending on concept)
Cost of goods liquor (17-20% depending on product mix)
Cost of beer (11-20% depending on concept)
Total sales cog: (31% healthy)
Payroll, benefits and fees (max 36%)
Cost of goods and payroll should not go over 67% of your top line revenue
The bad news, national average return on restaurants is 7%. I say we shoot for at least 12%.
That gives us 21% for the rest of our expenses. Let’s see how we fair…

Other Expenses
Office supplies
Paper products (0.5%)
Permits and licenses (fixed)
Postage
Printing
Rent (fixed, most cases)
Property tax (one-time
expense)
Repairs
Utilities
Waste management (fixed)
Advertising (2% gross sales)
Credit card processing fees (2.75% gross sales)
Cable phone entertainment (fixed)
Contract cleaning (fixed)
Pest control (fixed)
Daily décor
Workman’s comp (1% of payroll)
Insurance (fixed)
Janitorial
Equipment lease (fixed)
Linen (1%)

www.bizjournals.com/denver/print-edition/2011/11/04/young-
denverites-open-restaurants.html
www.nytimes.com/2011/05/08/nyregion/rules-and-reality-test-
locavore-chefs-in-connecticut.html
www.newyork.grubstreet.com/2011/08/wal-mart.html
Review today’s power point slides.

Product Development
Packaging / Co-Packaging
Scaling
Marketing
Distribution
Forecasting
Guest Speaker
Product Workshop with Guest Speaker

So you want to sell your own product?
Eleven steps to take
1. Place the Test
•Believe in your product
•Is there a demand for your product?
2. From the Kitchen to the Marketplace
•Create the bottle, label design and logo
•Get your nutritional analysis and UPC
•www.rlfoodtestinglaboratory.com
3. Create Your Business Plan
As we did in our model restaurant, you would take the
same steps for your product business

4. Acquire Financing
Again, the options are that of the restaurant model
business. One more option: www.kickstarter.com
5. Check Your Licensing and Zoning Laws
Each state has its own laws, you can access this
information online.

6. Review the FDA’s Good Manufacturing Practices
These rules and regulations determine the process that
you must adhere to when preparing, packaging and
distributing your goods: www.fda.gov/food
7. Find Your Kitchen Facility
Your kitchen facility must be properly licensed to
manufacture commercial goods.

8. Produce and Package Your Product
Establish a good business relationship with a manufacturer who
specializes in jars, bottles and boxes that you need for your
company. Label it accordingly with ingredients and nutritional
information.
These labeled packages will then need to be placed in boxes or
coolers for shipment to their final destination:
www.csrees.usda.gov/Extension
What is Co-Packaging?
You can produce your completely manufactured product and send
it to another facility to be packaged, packed and delivered back to
you. This could be saving your time and money.

9. Promote and Market Your Product
Product promotion often means the difference between
success or failure. Getting your product before the
consumer and having it recognized is the first step to
making a sale. The most used means of promotion are:
Trade Show Exhibitions
In-Store Demonstrations
Giveaways
Mailings
Testimonials
Show Awards
Internet

Trade Shows
As promotional tools, trade shows should be a part of a
fully integrated and well-managed campaign. They rate high
on the list of important commercial vehicles. The benefits
of food show participation include the following:
Meet Customers
Learn About the Competition
Evaluate Product Packaging
Test Product Pricing
Rate Various Promotion Techniques
Identify Important Trends
Solicit Customer Reaction
Make Sales

10. Scale Your Business
Do you want your business to scale?
Are you in to create a job for yourself?...
or build an “empire?”
Do you want to do it all yourself with help from family and
friends?…
or do you want to head up a team of employees, be your
company’s CEO?

11. Distribute Your Product
We’ve created our
Yummy Crisp Cookies
We want them to be BIG!
How do we distribute them?

There are options…
Open Yummy Crisps outlets around the country.
Sell Yummy Crisps through a mail order catalog.
Sell through your website.
Visit stores around the country and persuade them to
carry your Yummy Crisps.
Contact several key distributors and have them add
yummy crisps to their line.
Distributors!! Now that’s the idea!
How do you get a distributor?

Ideas to Entice Distributors to Carry Your Product
Offer relatively more money for the distributor than the
competition.
You can offer more perks for the distributor than the competition.
You can “buy” your way into the distribution chain.
You can fly the distributor out to your Hawaii sales conference to
see what your company is about.
You can tie your product in with other products that you or other
manufacturers create.
You can show the marketing campaign that supports your product.
You can demonstrate genuinely strong consumer appeal.
You can show that you've already secured other large retail
contracts (if, of course, you have).

Forecast Basics of Yummy Crisps
15,000 packets of cookies per month wholesale
Wholesale selling price $2.50
8,000 packets per month retail
Retail price $4.50
Cost to produce: 19% of retail per packet
Total labor: 33%
Packaging: 10%
800 sq ft kitchen needed at $2 per sq ft

Building a business plan for a service business
How do you market service businesses?
Sustainable (green) catering
Becoming a Private Chef
The world of food trucks
Guest speaker from the service industry
Workshop on applying our business knowledge to
the service business

There is no solid answer to these questions
in the culinary service business:
Where?
When?
Revenue?
Costs?
Staffing?
Equipment needs?
Business levels?
This makes a business plan a little more challenging.

How do I market my catering business?
Design a Catering Logo
Build a Catering Website
Create a Press Release
Tell Everyone You Know
Print Your Catering Logo
Pimp Your Catering Ride
Go Mobile
Advertise
Work on Public Relations (PR)
Look for Lucrative Partnerships

Sustainable (Green) Catering
The ultimate in a triple bottom line business
The 3 R’s
Reduce
Eliminate waste
Reuse
Use catering items you can reuse
Recycle
Separate all designated recyclables

Reduce
Ask clients to get RSVPs so you can buy the appropriate amount of food.
Avoid offering wasteful “box lunches” that many caterers offer. Instead,
offer large platters of sandwiches and salads and make sure the containers
get reused or recycled.
Provide condiments in bulk instead of individually packaged.
Use cloth napkins and table cloths or buy paper products made with
recycled content.
Avoid “Styrofoam”, though it is less costly, it cannot be recycled. Some
states, like Oregon, have made Styrofoam illegal. If you can’t use paper plates
or reusable ones, use plastic plates with the recycling arrows and recycle
them.
Go organic! If organic is not available, the next best choice is local produce.
Not only will you be supporting local farmers, but less energy and fossil fuels
will be expended in transportation. Also, vegetarian options are more earth
friendly than meat options and require less of the earth’s resources to
produce.

Reuse
Use your own plate ware and flatware or rent dishes and
silverware instead of using disposables. If renting, dishes do
not have to be returned clean, just scraped free of food.
Compost as much as possible, from event and from prep
kitchen.
Rent or borrow infrequently used items like punchbowls or
extra large platters. If you must use disposables, reuse or
recycle them afterwards.
If you are using sterno (green style)and go through only half,
cover it and save it for the next catering. Recycle container.
Dispose of Pre consumer food waste and post consumer
food leftovers responsibly.

Recycle
Segregate recycle bin from garbage bin at your commissary, be
strict on their usage
Obtain all your disposable service items in compostable form
(utensils, cups, etc.) to simplify the recycling process
Properly label your receptacles to educate users and avoid
confusion
Clearly announce your waste management plans so that diners
will use it properly and gain awareness
Consider using “garbage monitors” initially to assist in the success
of this regimen to ensure compliance and educate users
Make sure that those handling the waste after the event are
aware of your regimen and accommodate it

Green Your Marketing
Print all promotional materials and menus on recycled
paper
Always print two-sided
Opt for Internet promotions over print advertising
Entice your clients to use recycled paper for their
invitations or to use Evite.com instead
Send out proposals via Internet rather than snail mail

Green Your Menu
How do you answer these questions?
Can you offer a seasonal menu featuring locally grown ingredients? Do you
have local suppliers you could source these ingredients from? Which
ingredients can you procure locally, and how would you define “local?”
Can you cater a meal using all or mostly certified organic ingredients? Which
ingredients are or are you not able to procure organically? Do you have the
means to confirm their certification?
Will you prepare all of the items you serve? What will be frozen or purchased
fresh?
Are you able to provide dietary information on the menu you serve?
Are you able to offer a healthier menu (e.g. lower in calories), either
exclusively or as one option for an event?
What types of vegetarian menus can you offer? Gluten free?
Are you able to charge the prices for a green menu and still be profitable?
Are the coffee, bananas, and/or chocolate you offer Fair Trade certified?

What is Fair Trade?
Fair Trade is a trading partnership, based on dialogue,
transparency and respect, that seeks greater equity in
international trade. It contributes to sustainable
Development by offering better trading conditions to, and
securing the rights of, marginalized producers and workers –
especially in the South. Fair Trade Organizations, backed by
consumers, are engaged actively in supporting producers,
awareness raising and in campaigning for changes in the
rules and practice of conventional international trade.
So how does a product become Fair Trade Certified? The
standards are set by FLO- International (Fair-trade Labeling
Organizations), and a certification body, FLO-CERT, and the
system involves independent auditing of producers to
ensure the agreed standards are met. Once products meet
the standards, they can apply to use the Fair Trade logo.

Becoming a Private Chef
Choose a specialization
Start researching recipes and menus
Practice, practice, practice
Join an online personal chefs network
Build a client base
Advertise yourself
Keep track of referrals
Approach new clients
Get testimonials
Licenses?

The New Trend - FOOD TRUCKS
Advantages over eat-in restaurants:
It can go to where the customers are
It has lower overhead than eat-in restaurants
It requires far less staff
It can be more focused, therefore have less menu items to deal with
It can provide a better COG, less waste
The owner can set his / her own schedule

Getting Your Food Truck Business Rolling
Is a food truck legal in your neighborhood?
Where can you do business?
What licenses to you need?
Choose a business name
Write a food truck menu
Write a business plan
Find financing
Equip your truck
Get the word out
Create an emergency fund
Have clear goals

Menu Development, Cross Utilization
Specials
Beverage Pricing Concept
Entrepreneurship Quiz
Importance of Customer Service
Student Locavore presentation
Entrepreneurship Wrap Up

Menu Development
Cross Utilization
Pricing
Product
Seasonality
Commitment to the Triple Bottom Line
Balance and Variety
Layout and Presentation

Cross Utilization
Mixed Greens Salad Champagne Vinaigrette, Radish, Cucumber, Tomatoes
Salmon Pastrami Salad Grilled Peaches, Arugula, Hazelnut Rye Crumble,
Cucumber Earl Grey Vinaigrette
Shrimp and Summer Vegetable Risotto Summer Squash, Leeks, Corn, Peas, Arugula
12 oz. New York Strip Short Rib, Truffled Mushroom Risotto, Roasted Vegetables,
Gorgonzola Beurre Rouge
Roasted Halibut Tomato, Artichokes, Fava Beans, Arugula Gnocchi and
Lemongrass-Dill Cream
12 oz. Stuffed Burger Bacon, Cheddar, Tomato Aioli, Arugula, Beer Onions, Poutine Fries
Calf's Liver Whipped Potato, Onions, Smoked Bacon, Asparagus

Balance and Variety in Main Course
The “Meat-Eater” Options
12 oz. New York Steak
12 oz. Burger
The “No-Frills” Diner Options
12 oz. Burger
Roast Chicken Breast
Lighter Preparations
Summer Squash Puttanesca
Cashew Crusted Cod
Roasted Halibut
Seafood Lover Options
Cashew Crusted Cod
Roasted Halibut
Pan Seared Scallops
Vegetarian Options
Summer Squash Puttanesca
Capellini Rustica

Pricing
Range of prices
Salads, soups, appetizers $6-$12
Main dishes: $15-$32
Comparative to Competition
Profitable to 30-32% (to the higher side considering product)
High perceived value vs. actual value
Example Cog: Puttanesca vs. Halibut
Product
Local, Fresh, Organic, Frozen, Canned?
What are your sources?
Seasonality
When do your change your menu? Are you flexible to reprint?

Commitment to the Triple Bottom Line
(How does this restaurant size up?)
Financial Profit
Considering that this particular restaurant has been in business for over 25 years –
the $$ must be in line.
People
They cater to the public.
Rice pasta alternative for the gluten free clientele.
They also offer an entire gluten free menu on request.
They have a commitment to healthy, organic food choices despite the higher cost.
The owner of this restaurant had been very charitable throughout his career.
He worked with non profit organizations such as hope, project mercy and many more.
He unfortunately passed away recently but his restaurant and legacy lives on and
has been nominated for the “real” awards.

Planet
(How do they support Mother Earth?)
Purchase Locally
Support the local farmers
Saves on transportation / less pollution
Buy Organic
No pesticides or run off
Recycle All Products Possible
Compost When Possible
Use Recycled Paper for Menus
International Involvement
Not just involved locally but internationally helping countries such as Ethiopia
be ecologically strong to stop hunger and improve their environment

Layout and Presentation
Daily Menu
Menu Board
Verbal or Written Specials
Verbal, Written or Visual Dessert Menu
Table Menus
Beverage Menus
Redundancy in Menus
Photos in Menus
Advertising in Menus

What drives the specials you choose to feature?
You need to move product that is nearing the end
of its shelf life
You need to drive down food cost
You need to drive up check average
There is a short window of seasonality for a
product

Let’s say you are the Food & Beverage Director of a hotel.
This week you have a group of 100 cowboys for the stock show staying at your hotel
who will visit your bar every evening.
Next week you have a group of high-rolling lawyers who will also visit the bar every evening.
These cowboys drink Coors Lights at $2.00 per pint
Your cost on that pint is 25 cents, $0.25 divided by $2.00 is a 12.5% COG
Each cowboy has a beer a night, 100 x 5 nights = 500 beers x $2.00
Revenue = $1,000.00 and your COG is 12.5%
The lawyers drink Glen Fiddich Scotch at $8.00 per drink
Your cost is $3.50 divided by $8.00 is a 44% COG
Each lawyer has one a night, 100 x 5 nights = 500 drinks x $8.00
Revenue = $4,000.00
Your budgeted beverage percentage is 25%. What do you do?

How did this man
make a difference
in our culinary
world?

Profit
Revolutionized and modernized the menu, the art of cooking and the organization of
the professional kitchen.
Simplified the menu as it had been, writing the dishes down in the order in which they
would be served
Developed the first à la Carte menu
Wrote a number of books, many of which continue to be considered important today
People
Simplified the art of cooking by getting rid of ostentatious food displays and elaborate
garnishes and by reducing the number of courses served
Emphasized the use of seasonal foods and lighter sauces
Simplified professional kitchen
Planet
As well as making changes in the culinary world, Escoffier undertook several
philanthropic endeavors including the organization of programs to feed the hungry and
programs to financially assist retired chefs

Our Founder is the True Definition of “Entrepreneur”
Escoffier received several honors in his lifetime.
The French government recognized him in 1920 by making him
a Chevalier of the Legion d' Honneur, and later an Officer in 1928.
The honors due Escoffier can be summed up by a quote from
Germany's Kaiser Wilhelm II when he told Escoffier, “I am the
Emperor of Germany, but you are the emperor of chefs.”
His legacy lives on…through you!!!

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