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While the ultimate success of any restaurant rests on many different
factors, no operation can be successful for long without a menu whose
offerings are delicious and properly served, and that unite to evoke
the restaurant's theme or concept. But that is not enough for the business
to be successful. The menu items must be offered at prices customers
believe provide them value-and yet are still high enough to yield a
reasonable profit.
Because of the regional nature of Mexican cooking it is crucial that
Mexican restaurants ensure that their menu items be authentic, especially
in terms of their clientele's perceptions. And because diners are becoming
increasingly sophisticated and adventurous many operators specializing
in a particular style of Mexican cooking are integrating items from
other aspects of the cuisine into their menus. This expands their market
appeal and provides greater depth for existing customers.
Jim does not believe it is enough to leave the client with recipes
that they agree are excellent. He knows it is vital to train both management
and kitchen staff in their preparation and the servers to present them
properly. Of equal importance is obtaining customer feedback and modifying
the recipes based on the results.
In summary, Jim works closely with the client to create recipes
and menus that are authentic, reflect the restaurant's theme or concept,
and that are of high quality in terms of taste and presentation. Just
as important, the menu is designed to meet the client's food and labor
cost criteria. Menus and recipes are planned to support the marketing
program and to promote optimum sales in terms of both food and beverages.
Jim stays with the project to ensure that the recipes are properly prepared
and served, and obtains customer feedback, adjusting the recipes where
indicated.
Restaurant elements and lo Mexicano Consulting's services
Each restaurant has its own unique set of circumstances, which together
create a service and financial environment that determines its success.
One of the things that makes the business so complex (and interesting)
is that there is no one formula for success-only that all the elements
must combine to produce a result satisfactory to the owner. The following
short discussion highlights those elements and describes how we fit
within them.
Recipe and menu creation
This is our primary area of expertise. We are intimately involved in
creating menus featuring recipes that are authentic, of high quality,
that meet the criteria of ease of preparation and food cost specified
by the client, and that support the restaurant's theme and marketing
plan.
Theme/Concept
With a new restaurant, it is its theme or concept that is the cornerstone
from which all other elements flow. And for maximum success it must
be an intimate and consuming part of the owner's vision. For it is more
often than not the owner's passion that determines the ultimate success
of a new venture. In this regard the theme or concept resembles an artist's
conception that he or she believes in enough to make the hard work and
sacrifice necessary to bring it to life not only worthwhile, but a labor
of love.
The creation of the theme or concept is therefore the responsibility
of the client. We are not marketing experts and cannot predict to what
extent the public in specific markets will respond positively to a particular
concept or theme, nor can we know the passion and determination of the
owner to fulfill it. We can, however, be of assistance in advising as
to the authenticity of a particular theme or concept and how best to
create a menu that will enhance it.
An existing restaurant will already have created a conceptual theme
or image in the minds of its patrons. Therefore, changes and additions
to menu items must be made in a manner that will enhance the existing
impression while adding a new, positive dimension
Operating Criteria and financial plan
Operating items such as food costs, labor costs, rent, utilities, advertising,
and the management plan, when taken as a whole and paired with sales,
determine the financial viability of a restaurant. Therein lies the
puzzle that is unique to each operation, the solution for which must
be determined by the owner through market research, financial planning
and ultimately through instinct and vision. For example, a restaurant
with low rent can afford to spend more on food, labor or advertising.
But location is often the key to success and can be worth the extra
dollars! While we do not deal directly with these items we can work
with the owner to help him or her determine the feasibility of food
and labor costs related to a specific concept, and ultimately to create
menus that are based upon those costs.
Service Design
This involves both the food preparation staff and front-end service.
We provide training and instruct the management and kitchen staff in
preparing recipe items created by us. While we do not otherwise train
the serving staff, we do educate them on Mexican food in general and
menu items in particular.
Accounting and business systems
We are not involved in this aspect of the business.
How Lo Mexicano works with clients
Initial meeting - We meet with the client to define his or her
needs, the scope of service and the desired end result.
Proposal - Based on the initial meeting Lo Mexicano Consulting
will issue a proposal that describes in detail the scope and cost of
the proposed services, which normally include:
- A review of other competing restaurants in the market area
- Development of recipes, their demonstration and client approval
of them
- Staff training
- Obtaining customer feedback and recipe adjustment
Acceptance of proposal - Once the proposal is accepted by the
client Lo Mexicano will perform the agreed upon work.
Fees - Lo Mexicano requires payment of one-half the fee in advance,
twenty-five percent when the client accepts the recipes and twenty-five
percent after obtaining customer feedback and adjustment of recipes.
Expenses are reimbursed as incurred.
LO MEXICANO WORKSHOPS
In addition to consulting in the areas of recipe and menu development,
Jim also conducts workshops on Mexican cooking. These hands-on sessions
are tailored to suit the specific needs of the client and can range
from an overview of Mexican cooking to an intensive focus on one or
more aspects of the cuisine. Classes are held in San Antonio and at
other locations by special arrangement.
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