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¡ñ chapter 1¨Ccustomers / 1

they are the ones who decide if the chef has gotit right!

¡ñ chapter 2¨Cstores / 17

this is the beautiful table where the retail ¡°dinner¡± is served to the customers.

¡ñ chapter 3¨Cbuyers,

suppliers & stock management / 53

these are the chefs who source and prepare therepast for the customers.

¡ñ chapter 4¨Cmarketing, pr

& communications / 105

your restaurant will not be a very big success ifno one knows about it. you have spent so much time and effort creating theperfect ¡°dish¡±¨Chow will anyone know?

¡ñ chapter 5¨Cstrategy / 115

good ¡°scratch¡± cooks can whip up a delicious meal from whatever theyfind in the refrigerator but a really great chef plans ahead for the menu, theingredients, how and when it will be prepared and how and when it will beserved.

¡ñchapter 6¨C¡°investment¡±vs.¡°expense¡± / 131

are you ¡°spending money¡±or¡°investingmoney¡±¨Cthere is a huge difference!

¡ñ chapter 7¨Cpeople / 137

who is in the kitchen and how good are they? whois serving and how good are they? can you ever imagine a really great restaurantrunning without the people who make it what it is?

¡ñ chapter 8¨Ctips & truisms /185

there is no substitute for experience and doingit yourself but it is possible to learn faster by paying attention to those whohave done it successfully before.

¡ñ postscript / 219

¡ñ comments from retailers / 223

¡ñ appendix¨Csome of my

favourite recipes / 236