By: Douglas Lezameta

Restaurant Consultant
 Restaurant Operator for more than 10 years
 Worked for major restaurant concepts
 Opened several concepts around Bay Area
 Design training manuals, standards policies,
human resources strategies for several small
and medium restaurants
 Experience in profitability and marketing
Operations: People

Service and Hospitality Sales and Marketing

 Definition
 Series of functions and tasks that are
involved in a single process. For example, a
restaurant operation.
 Cost Control: In order to be profitable a
restaurant owner needs to control all the
controllable cost.
Labor and Food Cost = 50%

C.O.G.S
Cost of Good Sold
Labor Cost: is measure on percentage
the way we calculate is dividing the wages
between the sales (Wages/Sales)x 100
Tip: Depending on the concept labor percentage
varies from 20% to 25%.
How to control labor???
Efficiencies Schedules
Cross Train employees
On Call Scheduling
Accurate Forecast
Cutting the floor
Calculate your Labor Create a sales forecast
Cost for the week: for next week.
(Wages/Sales) x100. Create a Labor Budget
Example: if your labor
Is that number your labor goal is 25% of sales and
goal? your sales forecast for
If not next week is $25,000,
your Labor Budget will
What is your labor goal be: $6250.
Create and schedule that
meets your Labor Budget
 Food Cost is the relationship between your
inventory, your purchases and your sales.
 Is also measure as a percentage of sales.
 Take Inventory Weekly, Not Monthly
 Consistent Records
 Review your inventory regularly
 Recipe Control….do you have recipes in place
 Prep List in place
 Food labeling and FIFO
 Ordering guides
 Waste Log
 Vendor Price Analysis
 Create a par level to your current inventory
Check your daily usage of your products:
On hand – sold= par level.
 Build an order guide
Product OH PAR Order
Avocado 1 case 2 cases 1 case
Tomato 3 cases 3 cases 0
REMEMBER!!!

FOOD
COST
+
LABOR
COST
OVER
50%
FOOD COST+ LABOR COST =< 50%
 Hiring/Orientation Checklist
 Recruiting and Selection Process
 Employee Handbook
 Training Manuals/Programs
 Job Descriptions
 Disciplinary Action
 Weekly Manager Meeting
 Ask your employees what can YOU do to help
them to do their job better

….Their answers will surprise you

 Step of service: what does your customer
should expect from your service….
example: Greeting in the first 10 sec of
entering to the restaurant.
 What is your Concept?
or What is a Concept Restaurant?
The core menu concept is the main product line of your
menu (Italian food, hamburgers, etc.) and this will define
your decor, ambience, and style of your
restaurant establishment. Restaurants are generally
classified into three groups:
1. Quick Service - Also known as fast-food restaurants.
2. Mid scale - They offer full meals at a medium price that
customers perceive as "good value." They can be full service,
buffets or limited service with customers ordering at the
counter and having their food brought to them
3. Upscale - Offer high quality cuisine at a high end price.
They offer full service and have a high quality of ambience.
 How do you measure your service?
 Yelp, Travelodge, Facebook, Google or
Mystery Shopper.
 Recovery
 Above and Beyond Mentality
 Is your staff friendly and have a positive
attitude
“There is only one boss. THE CUSTOMER, and
he can fire anyone in the restaurant from the
owner on down. Simply by spending his money
somewhere else. “

Sam Walton… Walmart Founder

 “Remember: No matter how good your
feedback is, you always start all over with the
next customer”

Shep Hyken…… Shepard Presentations

 Social Media Marketing:
If you don’t have, create a FB business page for
your business.
 Join a Chamber of Commerce and be an
active member.
 Fundraisers
 Local Marketing
 http://www.harbortouch.com
Free POS Service.
 https://crewapp.com/
Free communication app
 https://www.canva.com/
 Free designer software
 Businesses operating on International
Boulevard may be eligible for free technical
assistance through a program supported by
the City of Oakland and AC Transit.
 Please call Iveeth at AnewAmerica
Community Corporation to learn
more: (510) 532-5240.
Douglas Lezameta.
Cell: (925) 658-8781
Web site: www.douglaslezameta.com
Email: douglaslezameta@gmail.com

Renaissance Center:
Office: (510) 221-2003
Web site: www.rencenter.org