Our Founder's
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