Plan
Concept, location and strategic planning.
About the book
A playbook, not a theory book.
Mastering the Restaurant Business: A Truly Practical Guide by Ernesto Daza is a comprehensive and highly valuable resource for anyone involved in, or aspiring to enter, the restaurant industry. True to its subtitle, the book prioritizes practical, actionable advice over theoretical fluff. Daza leverages his extensive and varied experience, from trainee at Jack in the Box to C-level executive in major chains like Pizza Hut and Burger King, and later as an industry consultant ("Restaurant Doctor"), to provide a robust playbook for navigating the complexities of this notoriously challenging field.
The book is well structured, guiding the reader logically from understanding the industry's landscape and initial planning stages (concept, location, strategic planning) through operational execution (menu design, kitchen efficiency, cost control, systems) and finally into ongoing management aspects like financial analysis (operational P&L), quality control and marketing. The author's voice is credible and authoritative, yet accessible, effectively blending personal anecdotes and cautionary tales with structured methodologies. A must-have book for newcomers and pros alike.
What you'll find
From the first idea to the monthly P&L.
Operate
Menu development, kitchen design, systematization, inventory control and costs.
Manage
Operational P&L, quality control and marketing.
The author
Ernesto Daza
Founder of FBHcontrol, graduate professor and consultant, with more than 3,000 restaurant owners and executives trained across Latin America.
Read our story →The book explains the method. FBHcontrol puts it to work.
Start with a free 45-minute cost audit, using your own data.