Summary
"In this book we will communicate just how competitive and seriousthe business of specialty food retailing is today. We will provideyou with a comprehensive overview of the industry, the markettoday, tools to [enable you] to make a commitment to go ahead, athorough outline for your business plan, checklists for the mostimportant planning stages, anecdotes and recommendations from thetop players in the industry, and tips and insights into theintangibles of what makes good businesses good. You will have abetter chance of success by being well armed and taking all theright precautions through careful preopening research anddevelopment. And you will see that, for success, it is not justinformation and organization but ample funding that will give yournew business a fighting chance to ripen, develop, and succeed.Guided by this text and the accumulated wisdom of sage retailerswho've paved the way, and fueled by your own enterprising spiritand imagination, dream big, plan carefully, and proceed withconfidence to success." ? From the Preface of Gourmet to Go
It begins with a dream, a longing for the independence,self-reliance, and creative freedom of running your own specialtytake-out food store. But if you want that dream to become areality, you can't rely solely on your expertise as a chef,manager, or owner of a previous business ? you'll need todevelop all of those skills and more. You need a comprehensive,reliable information source that shows you what to expect andprepares you to deal with the unexpected. You need to learn fromthe successes and failures of others how to envision, plan,finance, establish, and run a successful gourmet retail operation.You need Gourmet to Go.
This full-spectrum guide offers solid direction on every aspectof the retail specialty food industry. Making liberal use of casestudies, Robert Wemischner and Karen Karp lead you step by stepthrough each phase of the development and operation of a take-outgourmet store. They help you find the concept that's right for you,write a business plan, and secure the financing you'll need. Next,you'll discover what to look for in choosing your location; how tocommunicate with designers, builders, and contractors; and the insand outs of legal structure and complying with governmentregulations. You'll learn how to select graphic designs, purchaseand price merchandise, hire and train employees, set storepolicies, and manage your cash. Each of these issues is presentedin a clear, forthright style that enables you to understand youroptions and make informed choices. You'll also learn how to:
Market and promote your store and build a steady clientele Exceed your customers' expectations for quality andservice Use in-store signage and irresistible merchandise displays toincrease sales Expand or convert an existing business Fine-tune your business to promote growth
Whether you're a foodservice professional yearning forindependence or a retailer looking to expand or transform yourcurrent business; whether you're a caterer wanting to offer yourcreations to a broader public or a successful manager in search ofa great business opportunity, Gourmet to Go helps you start strongand guides you every step of the way, until your dream comestrue.
