每位客人的平均花费在8-15美元之间；
食物新鲜，根据订单现场制作，相比大多数连锁快餐，口味和用餐选择更多； 在柜台付款；
点的餐会被端去餐桌，或者会叫客人来柜台自己端； 装修更高级一些。
Currently, fast casual is the fastest-growing segment in the restaurant and foodservice industry.
Some experts predict that it will continue to lead the industry overall in terms of growth throughout the next 10 years. The fast- casual segments growth is based on consumers views that, in the important areas of flavor, service, and quality, these restaurants provide excellent value. Fast-casual restaurants are especially popular with customers who are 10 to 30 years of age, as well as those 55 and older. There are key service-related concerns of great importance to customers in the fast-casual segment: cleanliness, speed of service, freshness of menu items, and taste of menu items. 目前，休闲快餐是餐厅和餐饮业中发展最快的一种形式。有专家预测，未来十年，它将继续
引领行业的整体增长。休闲快餐的快速发展是基于消费者的观点，在口味，服务和质量这些主要方面，休闲快餐做的尤其的好。它在10-30岁，以及55岁以上的老人消费群体中很受欢迎。快速休闲餐受到好评的关键服务包括：干净整洁，服务速度，菜单新颖，口味独特。 CASUAL RESTAURANTS
While no universally accepted definition exists, casual restaurants are generally considered to be
those that provide table service to guests and serve moderately priced food in an informal atmosphere. In many cases, casual restaurants have a full bar with separate bar staff and a large beer and wine menu. They are frequently part of a chain, but some are independently owned and operated.
Although the range of menu products may be quite extensive, many casual restaurants offer a
category of cuisine, either by nationality or region of cuisine, such as Italian, French, or Chinese, or by type of entree, such as steak or pizza. Overall, in comparison to the products offered in QSRs and fast- casual operations, casual-dining operations are more complex, the menu items more complicated to prepare, and the menu prices higher. 休闲餐厅
虽然没有被普遍接受的定义，休闲餐厅通常被认为是那种能够为客人提供餐桌服务的，在非
正式氛围中提供价格适中的食物。通常，休闲餐厅会有一个酒吧，有独立的酒吧工作人员和一份酒水单。餐厅和酒吧通常是一体的，也有些是分开独立拥有和经营的。
菜单上的食物种类会很繁多，许多休闲餐厅提供很多国家的不同菜肴，例如，意大利菜，法
国菜，中国菜；或者根据主菜分类，比如，牛排或披萨。总的来讲，对比所提供的餐食，休闲餐厅的食物种类繁多，菜单上的菜品准备起来更复杂，价格更高。
The services also are more extensive, and employees of the operation called servers, service staff,
or waitstaff do most of the service. If the operation has a liquor license, there is typically a bartender to mix drinks. Most casual restaurants employ a greeter or host to welcome customers, show them to a table, and provide a printed menu. At the table, the server explains any specials of the day and takes beverage orders. Later, the server returns to take the meal order. There may be several courses, such as appetizer, entree, and dessert; sometimes these courses are ordered together, but more commonly they are ordered at separate times.
服务范围越来越广，这类餐厅的雇员被称为服务生，服务员或者侍者，他们为顾客做服务工
作。如果餐厅有酒类许可证，一般还会有个酒吧招待来调酒。大部分休闲餐厅会有一个迎宾员或大堂经理来迎宾，领位，并提供菜单。餐桌旁，服务生向客人介绍当日特价，并点饮料，之后，服务生再回来取点餐单。可能会有几道菜，比如开胃菜，主菜和甜点；有时候这几道菜会一起点，但是通常都是分开点的。
The server delivers food orders to the kitchen via the establishments point- of-sale (POS) system.
The POS system is the computer used to record guest orders and payments as well as other important operating information. If no POS system is in use, servers record and submit guest orders by hand and then wait for the orders to be prepared. 服务生通过POS机将客人的点餐发给厨房，POS机是一种记录顾客点餐，付款以及其他重要
信息的计算机系统，如果没有POS机，那么客人点菜都需要服务生用笔记录并提交，然后再等待订单准备。
When the food is ready, the server delivers the food to the guest s table {Exhibit 1.7). During the
meal, a server or an assistant fills beverages and checks on customers* satisfaction levels. After each course, the bus staff picks up the used dishes and utensils and takes them away. When the meal is finished, the server presents the bill to the table and collects payment. 菜肴做好后，服务生将菜品端到客人的餐桌（图1.7），在客人用餐期间，服务生或者助理要
为客人添加饮料，并且观察客人的满意程度。每道菜结束后，工作人员会收走客人用过的盘子，餐具等。
用餐结束后，服务生将账单给客户，并收钱。
While the quality of these services and the compensation of employees who provide these
services vary markedly over this category of operation, all these services cost quite a lot in comparison to the more limited services provided at QSRs and fast-casual operations. As a result, menu prices in casual restaurants are typically higher than in earlier mentioned segments. There are key service concerns of great importance in the casual segment: cleanliness, comfort, variety of menu items, and food and beverage quality. 而这些服务的质量和员工提供这些服务的薪酬是这类餐厅一个明显的不同，这类服务的成本
大大地高于连锁快餐和休闲快餐。因此，菜单上的价格通常也比前面两种餐厅的价格高。休闲餐厅服务的要素在于：干净整洁，环境舒适，菜单品种多样，食品和饮料质量也比较好。
FINE-DINING RESTAURANTS
I:ine-dining rcstauranls offer guests the highest-quality foods and full table service. Like the other
segments addressed in this chapter, there is no universally accepted definition for fine dining. However, most industry professionals would likely agree that fine-dining restaurants differ from other restaurant segments in three critical areas: complexity and quality of product offerings, ambience or the feeling or mood created by an environment, and service levels. Fine-dining restaurants seek to offer their guests upscale and very memorable dining experiences (Exhibit 1.8). 高档餐厅
高档餐厅提供给客人的是最优质的食物和餐桌服务。就像本章前面讨论的其他类型的餐厅一
样，对高档餐厅也没有公认的定义，但业内的专家指出了与其他几种形式的餐厅相比，高档餐厅在这三个关键领域与他们有所不同：所提供的菜品制作更为考究；环境营造出的氛围和情调更好；再就是服务水准更高。高档餐厅旨在为客人提供更为高端和更为难忘的用餐体验。（见图1.8）
PRODUCT OFFERINGS The type of cuisine offered in fine-dining restaurants varies greatly;
however, in all cases these operations serve masterfully prepared foods of extremely high quality. Many fine-dining restaurants are either chef-owned or employ a talented chef who develops the operation's menu. Chefs may creatively vary their menus daily, weekly, or seasonally to take advantage of locally produced fresh ingredients, and the chefs extensive skills are often a point of competitive difference. 菜品高档餐厅提供的菜肴十分不同，所有高档餐厅都会准备品质极高的美味佳肴。许多高档
餐厅的老板自己就是主厨，若不是，老板也会聘请一位有才华的厨师来开发菜单。厨师可能会有创造性的根据当地或者每个季节的食材改变菜单，推出每日，每周，或每季的菜单。厨师的水平往往是餐厅竞争力的一个差异点。
The actual number of menu items offered in a fine-dining restaurant may be large or rather
limited; however, each item must be outstanding. In most cases, fme-dining establishments also offer their guests extensive and high- quality beer, wine, and spirits menus to complement the food they serve. In short, fine-dining restaurants of all types offer the best in ingredients, food quality, and preparation methods.
事实上，高档餐厅的菜单所列出的菜品虽然种类繁多，但也不能涵盖所有，所以菜单上的每
一项都必须出众。在大多数情况下，高档餐厅还会向客人提供各种优质的啤酒，红酒，烈性酒的酒水单，来完善他们的服务。简言之，高档餐厅会保证用最好的食材，通过最精湛的制作工艺，做出最好的食物。
AMBIENCE Some of the most beautifully designed interiors in the world are found in fine-dining
establishments. The establishment’s walls, flooring, and artwork reflect the operation’s upscale ambience. Even the staff’s uniforms and the linens, china, glassware, and other tabletop items are carefully chosen to complement the ambience. In all cases, the job of the manager is to create a luxurious environment that is as memorable as the food and beverages served.
环境：在高档餐厅里，你会发现不少世界上最精美的室内设计。餐厅的墙壁，地板及艺术品
无一不体现着餐厅的高档环境。即使是员工的制服，桌布，陶器，玻璃器皿和餐桌上的其他物件，都是精心挑选以搭配餐厅布置的。一般情况下，管理者的工作就是不仅要提供美味的菜肴酒水，还要创造出一个奢华的用餐环境，让客人永生难忘。
SERVICE LEVELS Fine-dining establishments provide their guests with exceptionally high levels of
personal service. All restaurant and foodservice operations must seek to provide good guest service; however, in most cases a fine-dining restaurants well-trained staff perform additional tasks:
? Escort guests to the table
? Explain complex menu items in detail ?Recommend appropriate beverages to accompany
menu selections
? Clean the guests table between courses
? Replace cloth napkins and serviceware between courses
服务水平：高档餐厅为客人提供的是一流的，高水准的个人服务，所有餐厅和食品服务业必
须为客人提供优质的客户服务；然而，在大部分高档餐厅训练有素的员工还要完成以下几个额外的任务：
引导客人前往餐桌； 详细解释复杂的菜单；
根据客人的点餐，推荐合适的酒水； 上每道菜前，清理客人的餐桌；
每道菜之间，为客人换干净的餐巾和餐具。
To determine the level of service appropriate for their operations, managers consider key factors: ? The customers they seek and how well their operations can meet those customers dining
preferences ? ?
Size, d^cor, and cost of their facility, its equipment, and its furnishings
The number and types of employees required, the skills they must have, and the amount of compensation they are paid
? Availability and cost of required food and nonfood supplies
要为餐厅确定合适的服务水平，管理者需要考虑的关键因素有： 目标顾客是哪些，以及如何做才能满足客人的用餐喜好； 餐厅面积，装潢，材料成本，设备，家具；
所需员工的类型和数量，他们必须具备的技能，以及他们所需要的薪水； 所需的食品和非食品类的可用性和成本。
In most cases, the more service provided, the more investment will be required, and the more
operating expenses will be incurred. As a result, higher prices must be charged for the meals. 一般来讲，提供更多的服务，就会需要更多的投资，并将产生更多的经营费用。因此，食物
的价格就会更贵一些。
Finally, in addition to waitstaff, some fine-dining establishments employ sommeliers. A sommelier
is a restaurant or foodservice staff member who is highly trained to assist customers in selecting the wines that could go well with the customers menu choices. Other operations employ wine stewards, who may have less formal training than sommeliers but who still assist, and may serve, guests who order wine with their meals. 最后，除了服务生，一些高档餐厅还会聘请侍酒师。在餐厅和餐饮服务业，侍酒师是训练有
素的，他会协助客人根据点餐选择酒水。还有一些餐厅会有酒水管家，比起侍酒师他们可能没有经过那么正式的培训，但是仍然可以协助客户选择酒水，并提供酒水服务。 Additional service staff positions that may be found in fine-dining restaurants also include parking
valets, coatroom attendants, and restroom attendants. There are key services concerns of great importance in the fine-dining segment: cleanliness, personal service levels, ambience, elegance, food and beverage quality, and food and beverage presentation.
在高档餐厅还会发现一些额外的服务岗位，比如停车场服务员，衣帽间服务员，以及洗手间
服务员。高档餐厅的服务要素包括：干净整洁，个人服务水准，环境氛围，优雅，食物酒水的质量，以及食物和酒水的展示。
THE IMPORTANCE OF EXCEEDING GUEST EXPECTATIONS 超越客人期望值的重要性
Regardless of its classification as commercial or noncommercial and regardless of its segment,
when customers patronize a restaurant or foodservice operation, they purchase three distinct items, as shown in Exhibit 1.9: ? Products ? Service
? Dining experience
无论是商业或非商业性，也无论是哪种形式的餐厅，当顾客光临这家餐厅或餐饮服务机构，
他们购买的无非是这三项：（见图1.9） 产品 服务 用餐体验
First, they purchase products to consume, such as appetizers, salads, entrees, side dishes,
beverages, and desserts. To have satisfied customers, the products must meet the expectations for the type of restaurant or foodservice operation If they do not meet the customers expectations, the dining experience will be negative and customer perceptions of the quality of food delivered, as well as the quality of service received, will be reduced.
首先，他们购买产品，如开胃菜，沙拉，主菜，配菜，饮料和甜点。为了让客人满意，这些
食物质量必须符合餐厅的定位。如果没有达到客人的期望值，那么顾客的这次用餐体验就会是负分，客户对于食物的质量和被服务的质量评分都会降低。
安全保证
无论是哪种形式的餐厅，干净清洁对于餐厅和餐饮服务机构都是至关重要的，安全也很重要。
真正心系顾客和员工的餐厅和餐饮服务机构都明白，他们的餐厅作为就餐场所和工作场所，必须应该是安全的。
关注安全是优质客户服务的一个关键方面，因此，管理者必须万分细致地提醒员工采取所有
必要的措施来确保客人从进门的迎宾，就坐，以及上菜服务期间的安全。这就意味着，地板要保持清洁和干燥，这样客人可以安全地行走；餐桌和餐椅要经常检修；以及滚烫的食物端上桌时必须要十分小心。
Experienced restaurant and foodservice managers know that the number one guest complaint is
not poor food quality but poor service. In the past it was often said that one unhappy customer would tell 10 friends about it. Today, because of the extensive use of social network sites on the Internet, one unhappy guest can tell thousands of others about a poor dining experience.
As a result, it is now more important than ever for managers to ensure their operations* quality
service standards are enforced every day, and for the benefit of every guest.有经验的餐厅管理者都知道，客户投诉第一位的，不是事物的质量而是服务的质量。以前，人们总说，一个顾客会将不满告诉十个朋友，现在，随着社交网络的广泛应用，客户的负分用餐体验会通过网络告诉成百上千的人。因此，管理者以往任何时候都更重要的是，每天都要为每位顾客保证优质的客户服务。
Customers also purchase service when they dine out. The level and the nature of the service may
vary widely from quick-service establishments to fine- dining establishments, but all customers want high-quality service because service quality influences guest perceptions of the value they receive for the money they spend.
顾客在外就餐时还购买了服务。虽然从连锁快餐到高档餐厅，服务的档次和性质不同，但所