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Read Case Study #6 Eat Here located in the chapter. Answer question 1-5 in complete sentences. Explain your response to the question, incorporating theory, textbook, outside resources, and personal opinions. 100pts UDY: Eat Here43 To fully appreciate the concept of Eat Here we need to introduce the colorful character of Sean Murphy, owner of the acclaimed Beach Bistro on Anna Maria Island, near Sarasota, Floridaa long way from his hometown of Halifax, Nova Scotia. According to the Beach Bistro website, "Sean gradu- ated from Dalhousie Law School, the 'Harvard of the North.' Avoiding a career in law and Canadian winters, he followed his passion for food to New Orleans and learned the restaurant trade under the tutelage of industry renowned Archie Casbarian at the world-famous Arnaud's.-- In the early 1980s Sean and wife, Susan, found their way to Sarasota, where Sean worked at the Colony on Longboat Key until he was able to save enough to launch his own restaurant The Pursuit of Perfection The Beach Bistro opened in 1985 shortly after Hurricane Elena had rocked Sarasota. Sean explained why he was doggedly determined to open on schedule: "We had spent all our money and were over- drawn by $800... Opening night, we took in $848."25 The Bistro's focus from inception was perfection. One of Sean's favorite advisories is, "If you pursue perfection you will achieve a high degree of excellence a good part of the time." The Bistro endeavors to procure the very best American food product and serve it at its best. The Bistro serves only fresh grouper, Prime American beef, domestic lamb, and the "best smoked salmon in the free world." uit of excellence in food and service" earned regional acclaim from The Bistro's "relentless pursuit of excellence in food and service earned regional acclaim from the Sarasota Herald, the Tampa Tribune, and the St. Petersburg Times. It was awarded its first Florida Trend Magazine's Golden Spoon in the early 1990s as one of the Top 20 Restaurants in Florida Throughout the 1990s, the restaurant earned national recognition and was consistently awarded the highest Zagat ratings in the region * In September of 2005, Beach Bistro was invited to perform a James Beard Foundation dinner at the Beard House in New York, "the Temple" of American Culinary Art In 2006, the Bistro expanded the Bar and introduced a casual bar menu featuring The World's Best Grouper Sandwich and the acclaimed Steak Sandwich. That same year, it also began offering a few outdoor tables for dining (When the weather is right, the Gulf views are spectacular) In 2010, Sean and Susan introduced another Anna Maria Island restaurant-Eat Here, a Gulf Coast cookery serving an upscale-casual menu and craft beer from select microbrewers. In 2011, the Beach Bistro was once again awarded the top Zagat rating in food and service on the Gulf Coast of Florida In November of that year, a second Eat Here location was opened in Sarasota, receiving rave reviews from the beginning Toach Ristre is currently an eight-time recipient of Florida Trend Magazine's Golden Spoon Mall of fame " Its wine list regularly receives sota, receiving rave The Beach Bistro is currently an eight-time recipient of Florida Trend Magazine's Golden Spoon Award and has been enthroned in the Golden Spoon "Hall of Fame." Its wine list regularly receives the Wine Spectator Award of Excellence for offering one of the best wine lists in the world." It is included in Zagat's Top Restaurants in America and is lauded by the guide for the best food on the Gulf Coast ... as good as any in New York or Paris." Sean's ambition has been the same since the Beach Bistro first opened: "to provide you with one of the best dining experiences that you have ever had."47 Eat Here Eat Here (what a great name for a restaurant) personifies the character of its creator. Eat here, Murphy says, offers smaller plates than Beach Bistro and does it in a more relaxed atmosphere. The menus, for example, are printed on regular paper, stapled together, and given to customers on clipboards. The napkins are cotton kitchen towels. Eat Here has 70 seats downstairs, 40 on the patio, and 50 upstairs, which also includes a cool patio. Eat Here has a food cost percentage of 28 percent, Labor 33 percent, alcohol 8 percent, beer 3 percent, and wine 14 percent. Sean gets all this for a 4 percent of sales lease. (The industry average is 8 percent.) The cost of opening was $300,000 downstairs and $200,000 upstairs. Sean says, "It has a cool and hip feel, but it's still casual and welcoming." Sack helps Murphy look for new locations. like a chain." was built-out in a month and cost about $250,000-ultrafast and inexpensive in the restaurant indus Finally, the Eat Here model depends on a quick and easy opening. The Holmes Beach location Sack, once owned multiple Applebee's and is a past president of the National Restaurant Association try. Murphy brought on two passive partners for Eat Here. One, part-time Longboat Key resident Sko "I think it's a great concept because it's a niche no one else is doing," Sack says. "It's not The Eat Here idea, Murphy says, goes back five or six years, when he saw guests shift their att tudes about dinner out. "I began to notice dining out was becoming much more about being enter tained," he says. He noticed the trend at the Beach Bistro. Although the shift to new attitudes is a big reason behind Eat Here, the number one lesson he teaches budding restaven owners is that food comes first . "It's always about the food," Murphy says. "You have to get any every time." Eat Here's signature dishes are seafood stew, pot roast, lobster taco, and hex attack hot dog. A third location was eyed at university town center close to Lakewood Ranch, a large upstel master planned community in Manatee County, but Sean got wind of the fact that Chris Sulliven i founder of the uthack chain was about to open his latest concept, Carmel. diningos Questions 1. What is your opinion of Eat Here as a concept? 2. What do you think about the menu? 3. Do you think Eat Here can become a chain with several storesif so, how? 4. What would you do next if you were Sean Murphy? 5. Based on what you know, prepare an income statement for Eat Here