02 - Vas vodic poslovnog razvoja

Muradinove mudrolije
Vaš Vodič PoSLoVNoG razVoja



Priredio: Muradin rebronja

Muradinove mudrolije
Vaš vodič poslovnog razvoja

Novi Pazar, 2021.

Muradinove mudrolije
Vaš vodič ličnog razvoja

Priredio:
Muradin Rebronja

Izdavač:
Rebronjin DOO, Novi Pazar

Prelom i priprema za štampu:
Dizajnerski studio „MiB art”, Novi Banovci

Besplatno na:
www.rebronjinibb.com

Vaš Vodič PoSLoVNoG razVoja

Uvod

Lični i profesionalni razvoj čine jednu celinu. Pticu sa dva jaka krila, čoveka
sa dve jake noge, ruke, oka, uva... i nema kraja tom razvoju i stalnom učenju,
dok god traje vaš radni vek. Mi, ili napredujemo ili nazadujemo. ako stalno
učimo, mi napredujemo a ako ne učimo mi nazadujemo. Kao veslač uzvodno,
onog momenta kada prestane da vesla, počinje da ide nazad, jer vreme ne
stoji. on nazad a ostali napred.

5



Vaš Vodič PoSLoVNoG razVoja

RAZNO - More business can be generated if
the public is given the visual assur-
19.01.2012. ance that the operator is proud to
display his food preparation.
- i will not accept any assignment
that i feel would not be fruitful for - To cook the best food in the best
my clients. way we know is our mision.

- Today the foodservice operations in - The task of a menu planner is to im-
a hotel are specialty restaurants and prove the organization and imple-
coffee shops. mention of the kitchen. He must de-
sign a safe and easy working envi-
- rehabilitation investment pay for ronment.
themselves in less than two years
and after that continue to add to - Ethnic restaurants represent the most
profits. popular category of specialty restau-
rants.
- The more imaginative the problem
solver, the more options he come - all restaurants must be special in
up with. order to succeed.

- innovative solutions and flexibility - Specialty restaurants include every
are essential to continuing success restaurant that demonstrates inven-
in foodservice operation. tiveness in its surrounding, menu,
preparation and service, equipment,
- Foodservice design contributes to and management.
employee productivity, to the quality
of product and, above all, to the sat- - Ever – increasing popularity in on-
isfaction of the customer. premise baked goods.

- in planning, try to evolve a simple - His ability of picking right people
solution. and place them in right position was
legendry.
- What was needed was a simple
product that moved from start to Public relations advertising:
completition in a streamlined path.
The design process will be to follow 1. recruit employees carefully.
the raw food product from receiving
to service. 2. Give them training.

3. Pay them well.

4. develop them for promotion.

7

Muradinove mudrolije

5. Keep them constantly informed - a big part of leadership is the ability
how they and their hotel are doing. to stick with the dream for a long
time. Long enough that the critics
- The fastest way to success is with a realize that you are going to get
new idea. there one way or another – so they
follow.
- There is no substitute for experience
in the foodservice business. - When you hire amazing people and
give them freedom, they do amazing
- Selling – not order taking. stuff.

- Figure out how to get every employee - The most important thing to find
to understand that they are the mar- out is what he really can do.
keting department.
- do it publicly and create pathways
- do not hire people with experience for your followers to contribute to
unless you are sure they can unlearn that progress. Transparency really
what they learned there. is your only options.

- organizations of the future are filled - it is hard work to invent a new sys-
with smart, fast, flexible people on a tem, service, or process that is re-
mission. a tribe of smart celebrities markable. Nothing new is easy.
and opinion leaders.
- Your movement needs to be bigger
- all great leaders are generous – they than you. Tearing others down is
enable the tribe to thrive. never as helpful to a movement as
building your followers up.
- Great leaders are able to reflect the
light onto their teams, their tribes. - Be willing to be wrong. realize that
wrong is not fatal.
- Great leaders do not want the atten-
tion, but they use it to unite the tribe - if you hear my idea but do not
and to reinforce its sense of purpose. believe it, that is not your fault – it is
mine.
- Great leders do not try to please
everyone. - if you are a student in my class and
you do not learn what i am teaching,
- Leaders who set out to give are i have let you down.
more productive than leaders who
set out to get. - Pricing your product is actually sim-
ple, as long as you consider it from
- The secret of leadership: paint a pic- the buyer s point of view.
ture of the future and go there.

8

Vaš Vodič PoSLoVNoG razVoja

- „Business model innovation is a key keting that promises and delivers
success factor“. basic human wants.

- do not grow unless it gives you joy. - Good marketers tell a story.
Small company can disappear with-
out tears and reappeare at some - one disappointed customer is worth
other time, in some other place. as much as ten delighted ones.

- Torchbearers often attract a crowd. - The easiest way to amplify customer
People are fascinated by individuals satisfaction is to underpromise, than
who are willing to carry responsi- increase the positive peak and make
bility. Torchbeareres do not realize sure it happens near the end of the
how unique they are, how powerful experience you provide.
their role is, or how difficult their
task is. - it is important to always remember
that hazard analysis focuses on food
- desire to be 3 steps ahead (not just safety, not food quality.
two).
How the food is prepared?
- First, review everything that already
exists. Use the best avaliable equip- 1. Simple/no-cook recipes,
ment.
2. Same – day recipes,
- For training we need only teach
what employees must know to do 3. Complex recipes (cook / chill).
the job. They are expected to be able
to do something, not just to know or - The international food safety icons
understand. make it easy to understand, remem-
ber, ant reinforce these procedure.
- Marketing begins before the product
is created. Find products for your - The key to a revolution in the restau-
customers, instead of finding cus- rant business is simplicity.
tomers for your produts.
- The fastest way to success is with a
- New marketing does not demand new idea. innovative solutions and
better marketing, it demands better flexibility are essential to continuing
products, better service, and better success in foodservice operation.
organizations.
- There are 2 ways to grow: by stealing
- People all over the world, and of from the competition, or by growing
every income level, respond to mar- market. The first is slow and painful,
the second is where the magic of
fast growth kicks in.

9

Muradinove mudrolije

- Leaders have followers, managers - a movement is thrilling. it is work
have employees. of many people, all connected, all
seeking something better. New ways
- To make good decisions, a manager of doing things, new jobs, new op-
needs good information. portunities become ever more im-
portant. The one path that never
- Leaders use passion and ideas to works is the most common one:
lead people, as opposed to using the doing nothing at all. Someone who
threats and bureucracy to manage is doing nothing is merely hiding.
them.
- onaj ko pročita veliku knjigu, više
- They establish the foundation for neće biti isti. Um koji jednom proširi
people to make connection, as op- nova ideja, nikada se neće vratiti na
posed to commanding people to fol- prvobitne dimenzije.
low them.
- štedi na svemu, ali nikada nemoj da
- a tribe is a group of people connected razmišljaš da li da potrošiš novac na
to one another, connected to a leader, dobru knjigu. Ne zaboravite: ako
and connected to an idea. a group želite da vodite, stvarno morate da
needs only two things to be a tribe: čitate.
a shared interes and a way to com-
municate. The communication can - Meni su moje knjige neprocenjive, a
be: možda će, kada umrem, najbolji po-
klon mojoj deci biti moja biblioteka,
1. Leader to tribe videoteka i fonoteka.

2. Tribe to leader - Guru – čovek koji rasteruje tamu i
donosi razumevanje i svetlost.
3. Tribe member to tribe member
- jedina prava vrednost je ostati veran
4. Tribe memebr to outsider. samom sebi.

- Tribes need leadership. People want - Preduzetnik s vizijom ne meditira,
connection and growth and some- ne moli se Bogu. on samo razmišlja.
thing new. They want change. in Ponekad analizira poslovne izazove,
order to lead a tribe, all you need to ponekad razmišlja o novim tržištima,
do is to motivate people who choose a ponekad razmišlja i bavi se smislom
to follow you. svog života i razmišlja kakav bi on
mogao da bude.
- Tribes grow when people recruit
other people. The tribe does not do
it for you. They do it for each other.

10

Vaš Vodič PoSLoVNoG razVoja

- često samo mašta kako da se razvija za rezultate u svetu koji voli da
lično i profesionalno. on često sedi i okrivljuje i odbija odgovornost. Vidite
ćuti. Miruje. Žmuri. razmišlja. ono što drugi i ne sanjaju. Postavljate
izazove onome što jeste. da ste u
- Posvećenost, svakodnevno usavrša- krdu, da razmišljate kao svi ostali,
vanje i uloženo vreme daju genijal- onda ne biste bili lider – bili biste
nost. pratilac. a to nije zabavno. Nemojte
zaboraviti, svakom velikom lideru
- jednostavno se posvetio tome da (ili vizionaru, ili hrabrom misliocu)
postane izvrstan ugostitelj, i bio je. isprva su se smejali. a sada ih poštuju.

- U poslu mora da postoji neko ko će - Bez entuzijazma, energije i strasti ne
postaviti ciljeve, a zatim uputiti i možete biti lider u svojoj oblasti, a
druge da se kreću prema njima. Svi vaša organizacija ne može da dostigne
ljudi u vašem timu moraju da znaju svetski nivo.
svoju ulogu i da se u toj ulozi pokažu
kao prave vođe. Možda znači da - Godine izboraju kožu, ali duša se
ćete biti inovator koji svojim klijentima izbora kad izgubimo entuzijazam.
donosi ograman novac i lansira
odlične proizvode u svet. - Ne možete pogoditi metu koju ne
vidite. ovaj svet su izgradili oni koji
- Kad drugima pomažem da žive na su osetili nezadovoljstvo postojećim
najbolji način, osećam se zanačajno. stanjem i koji su znali da mogu da
urade nešto više.
- razvoj zaposlenih je najbitniji da
biste izgradili kulturu. Kada vam - radite ono što je ispravno, a ne ono
ljudi budu napredovali, napredovaće što je popularno. Cena dicipline je
vam i kompanija. Vaš dnevni ras- uvek manja od bola kajanja.
pored je najbolji pokazatelj onog što
zaista cenite i što smatrate bitnim. - Pronađite svoje vežbe i izvodite ih
marljivo, a zatim izađite u ovaj svet
- Stavite porodicu, zajedno sa zdrav- i zasijajte.
ljem, na prvo mesto liste prioriteta.
- Prvi znak zrelosti je sposobnost da
- Na decu ćete najviše uticati ako i ra- se odrekene trenutnog zadovoljstva,
dite ono što govorite. radi nekog većeg koji će doći kasnije.
Neverovatno je dokle možete da
- Sama definicija lidera znači da ste stignete ako se samo dovoljno dugo
ispred ostalih – sami i idete negažen- nečega držite.
im putem. Preuzimate odgovornost

11

Muradinove mudrolije

- i najmanje delo je bolje od najple- - Najvažniji resurs nije više kapital
menitije namere. Kada se borite za nego talenat. Kada ste lider, normalno
nešto više, potrebna je hrabrost da je da ćete biti usamljeni (u poslu,
se ponašate uzvišeno i da budete kod kuće ili u zajednici). Sama defini-
korisni društvu. cija lidera znači da ste ispred ostalih
– sami.
- da biste se pokazali kao lider, ne
treba svi da vas vole. Treba da radite - Gotovo sigurno se može reći da će
ono što je ispravno i ono što je dobro. bolje proći oni koji nude konkretna
rešenja, a ne oni koji kritikuju. Kri-
- Ljudi idu tamo gde se osećaju zbri- tikuju sve odreda, a ne nude alter-
nuto, posebno i dobro. ako vas mu- native.
šterije vole, postajete član njihove
šire porodice. Postanu vam odani. - što ste vi i vaša organizacija uspešniji,
ispričaće i ostatku porodice o vama utoliko morate da budete ponizniji i
i vodiće računa o vama ako nešto odaniji svojim klijentima.
pođe po zlu.
O obrazovanju i
- dobar život je onda kada stremite drugim stvarima
najvišem i najboljem. Svaki stoti uspe,
jer kaže: „a zašto ne ja? i ugrabi pri- - Veština je specifična manuelna ili
liku“. Vaš život živite u skladu sa mentalna sposobnost jedne osobe
sobom i svojim snovima. da obavlja određene radnje, poslove
ili aktivnosti koje se pretežno stiču
- Život vam svakodnevno pruža prave praksom i/ili iskustvom.
prilike. Sudbinu će vam na kraju
odrediti način na koji ga prihvatate. - znanje je neophodan kapital u radu
ono što danas radite zaista stvara i pasivna energija uma, a stručnost
vašu budućnost. je aktivna kategorija.

- Ne vidimo mi svet onakav kakav je - izrael je najveću investiciju napravio
on, već kakvi smo mi. Vaše mišljenje ulažući u obrazovanje, školstvo i
stvara vašu stvarnost. ono u šta stvaranje stručnih kadrova, u tako-
verujete se obistinjuje. ako mislite zvanu „industriju znanja“.
da u vašem životu nešto ne može
da se desi, onda nema šanse da ćete - današnje obrazovanje u Srbiji je
preduzeti ono što je neophodno da trvrđava „lovaca u mutnom“ koju
bi vam se snovi ostvarili.

12

Vaš Vodič PoSLoVNoG razVoja

je nemoguće osvojiti, a potpuno je - Svi naši instruktori su tu da bi ljubav
besmisleno sticati znanja koja nikome i entuzijazam prema ugostiteljstvu
nisu potrebna. preneli na učenike i studente. Svaki
instruktor mora da shvati da je on
- školujemo kadrove za privredu tu zbog učenika i studenata a ne
koja više ne postoji, a u okviru obratno.
onih zanimanja koja su potrebna
nedostaje praksa. Potreban nam je - Te vrline ne razvijaju se samo učenjem
kadar koji odgovara zahtevima iz udžbenika, već kroz praktičnu
posla po obrazovanju, radnom nastavu u kojima se učenici i studenti
iskustvu, veštinama i sposobno- stavljaju u potpuno realnu situaciju
stima. Nedostaje nam i metoda i tako pripremaju za svoje buduće
učenja, dobri udžbenici, moderna profesije.
nastava i dobro pripremljeni in-
struktori za taj posao. - Treba da pokrenemo jasne promene
u cilju prilagođavanja interesima po-
- ako vam je potrebno stručno znanje jedinca, odnosno mladih.
iz oblasti ugistiteljstva, stičite ga u
Srbiji po Muradinovom programu - Novac ne daje ideje, već ideje stvaraju
ili za velike pare u svetu. novac. a sve veliko i važno nastalo
na svetu, najpre nastaje u glavi – u
- Nastavni program koji je kreirao projektu i ideji.
Muradin rebronja, savršeno prepo-
znaje potrebu savremenog ugo- - Više od polovine gradske i seoske
stiteljstva i turizma zapadnog Balka- omladine u Srbiji razmišlja o odlasku
na. Nema sumnje da će taj program u inostranstvo na duže vreme. Malo
u veoma skoroj budućnosti postati njih pominje želju za usavršavanjem
regionalni lider u osposobljavanju u inostranstvu.
mladih ugostiteljskih profesionalaca
nove generacije. - Niti mladi u Srbiji imaju mogućnost
da zarade radeći privremene
- Moja osnovna misija je da pomognem poslove, niti njhovi roditelji imaju
svakom učeniku i studentu da se novca da ih pošalju u obilazak
razvija, da danas bude bolji nego Evrope i amerike. ipak, mi treba
juče, a sutra da bude bolji nego danas. da ohrabrujemo naše učenike i stu-
da bude bolji za sebe a ne da bude dente da čuju i vide ono što se
bolji od nekog drugog. dešava u svetu.

13

Muradinove mudrolije

- Samo se putovanjem razbijaju pre- - da, mi ne volimo globalizaciju, ali je
drasude i strahovi koje su rezultat tragičnije što je slabo izučavamo.
neznanja. Putovanje u svet, ne tr- Globalizacija je nekome majka, a
buhom za kruhom, već glavom za nekome maćeha. Ta majka voli
znanjem. Moraš izaći napolje da bi skromne, vredne, diciplinovane i
pokazao koliko si dobar. obrazovane. za sve ostale globa-
lizacija je poput maćehe koja ne troši
- Po znanje se ide tamo gde znanja vreme na vaspitavanje već samo
ima, a tako stečeno znanje se onda ignoriše i kažjnava.
prenosi tamo gde znanja nema.
- oni koji pomeraju granice stručnosti
- U ovom trenutku Srbija ima samo i uspešnosti – istinske su zvezde.
jedan „svetski“ proizvod, a to su
ljudi. Međutim, svet izvan Srbije se - „Staromodna istočnoevropska
razvija jako brzo, primenjujući nova nametljivost“, tako su nas videli En-
iskustva i tehnologiju. izolovani od glezi nakon boravka na Kopaoniku.
Evrope i amerike, više se bavimo
opravdanjem naših stavova, nego - a evo šta jedan francuski šef kuhinje
što se uključujemo u nove globalne misli o srpskoj kuhinji: 1. Mnogo
procese. masti, 2. Previše brašna, 3. Slabo
serviranje.
- Srbija nema dovoljno diciplinovanu,
niti dovoljno kvalitetnu radnu snagu - zaposlenje u multinacionalnoj kom-
kojom može privući strane investicije. paniji predstavlja nastavak školo-
obrazovanje sve manje služi potre- vanja, obavezno samousavršavanje
bama privrede i društva, a sve više u struci i veštinama.
postaje unosan biznis akademskih
preduzetnika. ovo se sjajno uklapa - šta god da radite i koliko god da ra-
i sa opsesivnom potrebom roditelja dite, morate u taj posao udenuti
da im deca po svaku cenu završe svoje srce i dušu.
fakultet, studirajući bilo šta, bilo gde,
pa koliko traje da traje, i koliko košta - radeći za najbolje hotele, tipa ritz-
da košta. Bez radikalnog zaokreta u Carlton, Sheraton ili Hilton, vi ćete
obrazovanju, bez pomeranja ka proširiti svoje vidike i steći finansijsku
stručnim karijernim školama i fakul- nezavisnost, a jedina prava nezavi-
tetima, Srbija će nastavti da stvara snost je finansijska nezavisnost.
kadar za kafiće, a ne za industriju.
- Emigranti bez poznavanja engleskog
jezika ne mogu da nađu dobro

14

Vaš Vodič PoSLoVNoG razVoja

plaćeni posao, bez veće zarade ne - Strateški partner je partner koji
mogu da se adaptiraju, a neadaptirani proizvodnju i tehnologiju podiže na
- ostaju stranci. najviši nivo.

- Ko nije vičan obavljanju više zadataka - Novi i jeftiniji izvori snabdevanja
istovremeno, i to u toku jednog dana, ekološki zdrave hrane treba da budu
teško da će napredovati. glavni cilj šefova kuhinja. Pažnju
treba obratiti na upotrebu unapred
- Ne postaje se bogat od onoga što se pripremljenih proizvoda, naročito
zaradi, nego od onoga što se uštedi. konfekcioniranog junećeg mesa za
rib steikove, (gornjih sedam rebara)
O marketingu i T-bon steikove, (slabina), sa rokom
trajanja od 14 dana. za jagnjeće
- Prvo pravilo u marketingu: da biste pečenje treba koristiti vakuum upako-
uspeli morate da imate ili kvalitetan vane komade težine oko 200 g, četiri
proizvod, ili dobru ideju, a još bolje i različita komada po pakovanju, a
jedno i drugo. nakon pasterizacije u hotelskim
kuhinjama, sa rokom trajanja od 21
- Uspeh brenda rezultat je njegove dan, spremne za pečenje po porudžbi-
autentičnosti. ni (gotove za desetak minuta).

- Brend mora da poseduje jednu reč - da uvek u ponudi ima jegnjećeg,
u svesti gosta – potrošača. junećeg pečenja i steikova, kao i
pilećeg pečenja, kad god treba i
- dobar marketinški stručnjak je uvek koliko god treba, je san snova svakog
radoznao. on uvek posmatra i pita šefa kuhinje i/ili vlasnika restorana.
se „zašto?“.
- „čovek koji je predviđao budućnost
- Ne možete biti inovativni, a da ne i to nam saopštavao, a do svojih
pravite greške. otkrića je dolazio misaonim tokom“
(rečeno za Petera druckera).
- Kako svet neznalica može da obavlja
složene funkcije za koje je potrebno - Produktivnost u Srbiji je oko 25%
ogromno znanje? od evropske. za najbolju moguću
produktivnost su potrebne tri stvari:
- Kako da se naši poslodavci snađu u 1. Tehnologija (hardware), 2. Sručno
tržišnoj ekonomiji kad su juče izašli znanje i trening (software), 3. Moti-
iz socijalizma. Gde su to oni mogli vacija (energy).
da nauče?

15

Muradinove mudrolije

- „Budite konkurentni ili napustite - jedini način da se podigne životni
biznis“, je mantra za sve one koji standard građana jeste da se kroz
žele da prežive sadašnju recesiju i školovanje poveća produktivnost i
da dugo traju. konkurentnost srpske privrede.

- Po konkurentnosti Srbija je 2009. - Karijerno školovanje je jedini put za
godine bila na 85. mestu na svetu, a izlazak iz bede, i jedini način da se
amerika na prvom. ljudi zaposle.

- Globalna studija konkurentnosti za - Traže se rešenja za probleme sa ko-
2009. godinu: jima se suočavaju ugostiteljske škole
– od zastarele opreme preko preva-
1. amerika ziđenih nastavnih programa do mo-
tivacije nastavnika i nedovoljnih
2. švajcarska mogućnosti za unapređenje njihovih
kvalifikacija.
3. danska
- Mora se razvijati inovacioni sektor
4. švedska u oblasti ugostiteljstva i turizma na
Balkanskom kulinarskom institutu.
5. Singapur
- „Naš najveći problem je u tome što
6. Finska nemamo pravih znalaca. ako ne
rešimo ljudski faktor, nećemo naći
7. Nemačka put iz krize“. (ante Marković)

8. Holandija - Na zapadu veći značaj daju na
kvalitet proizvoda i usluga u odnosu
9. japan na cenu.

10. Kanada........ - Uz strane ulagače bi stigle i nove
tehnologije i znanja.
- Glavni razlozi nekonkurentnosti u
ugostiteljstvu su: - Savremeno stručno karijerno obra-
zovanje bi trebalo da bude atraktivno
1. zastarela tehnologija i svima dostupno, da odgovara na
potrebe tržišta rada, da postavi os-
2. Slab kvalite proizvoda i usluga. novu za doživotno učenje i neprekid-
no usavršavanje, da bude fleksibilno
3. Nedostatak has-sap ugostiteljskih kad je reč o ocenjivanju i vrednovanju.
standarda

4. Visoke cene

- Potrebna je:

1. reforma obrazovanja, dualno, plus
karijerno obrazovanje.

2. osavremenjivanje nastavnih pro-
grama

16

Vaš Vodič PoSLoVNoG razVoja

- Treba da se fokusiramo na zaista O intelektualcima
uspešne sisteme školovanja, odgone-
tanje razloga za njihov uspeh i im- - Ukoliko su rezultati rada dugoročni,
plementaciju tih razloga. veliki i univerzalni, poput stvaranja
nečeg novog ili važnog u vidu neke
- amerika i Evropa su stubovi sveta, univerzalne vrednosti koja će
a vrednost američkog obrazovnog mnogim ljudima doneti dobrobit,
modela i više je nego poznata i priz- onda takav čin čoveku donosi uve-
nata u celom svetu. renje da će i nakon njegovog fizičkog
nestanka njegovo ime i njegov duh
- one (amerika i Evropa) su naša kroz takvo stvaralaštvo nastaviti da
budućnost, a mi smo njihova prošlost. žive. jer, mrtvi su samo oni koji su
zaboravljeni.
- iako Evropa zaostaje za amerikom,
Kanadom i japanom po konceptu - Kad obavljamo svoj posao na najbolji
razvoja ekonomije zasnovane na mogući način koji znamo, a naše
znanju, njeno bogatstvo leži u znanju ime počinje da stiče slavu, mudrost
i umeću njenih ljudi, što je ključ za nam nalaže da se povučemo u senku,
razvoj i zaposlenost. sve dok ne završimo ono što smo
započeli.
- od amerikanaca se može najviše
naučiti o funkcionisanju tržišta i o O liderima i lideršipu
obrazovanju, a model na poslu je: u ugostiteljstvu
„onaj ko više radi više i zarađuje”.
Uzori se ne mogu preslikavati, ali - Cilj lideršipa je da stvara nove lidere,
mogu koristiti. ne sledbenike. Ukoliko želite da
budete lider na tržištu, neophodno
Citati Baraka Obame je da diktirate promene, da ih
definišete.
- „inovacija je bila suštinska za naš
prosperitet u prošlosti i biće suštin- Karakteristike neophodne uspešnim
ska za naš prosperitet u budu- liderima:
ćnosti. USa treba da imaju naj-
obrazovanije i najobučenije radnike 1. iskrenost,
na svetu.“ 2. Vizionarstvo,
3. Kompetencija,
4. inspiracija,
5. inteligencija.

17

Muradinove mudrolije

Kako voditi one „ispod“: 3. 10% odsto – nedostatak vašeg
stručnog/tehničkog znanja;
1. zaboravite da je bilo ko „ispod“ i
tretirajte svakog kao sebi ravnog; 4. 10% odsto – iQ količina vaše in-
teligencije;
2. Vodite ličnim primerom, ponašajte
se onako kako očekujete da se drugi 5. 9% odsto – ostalo na koje vi ne
ponašaju; možete da utičete.

3. Pronađite u svakom ono najbolje, i O čitanju, studiranju
pomozite im da i sami vide to u i treningu
sebi. dajte im zadatke na kojima
mogu da zablistaju; - oni ništa nisu naučili, samo su
položili ispit, a znanje je neophodan
4. Posmatrajte i razvijajte svakog zapo- kapital u radu. ispit je samo provera
slenog kao pojedinca, ne po trenutnih sposobnosti i znanja i dokaz
„kalupu“; da je neko samo pohađao određenu
školu. znanje se mora dokazivati
5. Nagradite postignute rezultate. kroz rad.

Kako biti dobar kolega na poslu u - Ne može niko da studira ako nema
ugostiteljstvu: knjige. Mora da se suoči sa činjenicom
da to nešto i košta, jer ako ne košta
1. Budite pravi i iskreni prijatelj, i ništa, onda ništa ni ne vredi.
stalno širite svoj krug poznanika i
prijatelja; - obrazovanje jeste ogroman biznis i
to u svetskim razmerama. Najbolji
2. Ne upuštajte se u političke igre i primer za to su američki i švajcarski
ogovaranje onih koji nisu prisutni; koledži. ali treba stvoriti sopstveni
kadar i izgraditi ozbiljnu nastavnu
3. Budite timski igrač i ponudite pomoć bazu.
i kada se to od vas ne očekuje;
- U Srbiji bi trebao da zavlada princip
4. Ne „takmičite“ se sa kolegama, meritokratije, što znači da selekcija
dozvolite da uvek pobedi najbolja svugde bude isključivo prema znanju
ideja, bez obzira od koga je potekla. i sposobnostima, a ne prema nacional-
noj, verskoj ili političkoj pripadnosti.
Faktori koji mogu da unište ili uspore
vaše napredovanje u karijeri:

1. 45% odsto – vaši loši odnosi sa
drugima;

2. 26% odsto – nedostatak vaše samo-
kontrole;

18

Vaš Vodič PoSLoVNoG razVoja

- U americi se ceni šta možete da Bolesti koje prate nedovoljnu
uradite, bez obzira na boju vaše kože, ishranu:
religiju, nacionalnost, starosno doba,
rodnu pripadnost.., a ne da li možete 1. Neuhranjenost,
da pokažete parče papira.
2. rahitis,
- čvrsto verujem da je korisnije nekoga
naučiti kako da zaradi novac nego 3. avitaminoze,
mu ga dati.
4. anemije itd.
- Gotovo je nemoguće da se kreira in-
teres bez neposrednog pokazivanja. Bolesti koje su posledice preobimne
Prosečan zaposleni u ugostiteljstvu ishrane:
teško prihvata bilo koje instrukcije
koje se daju na način kako se to radi 1. Gojaznost,
u redovnom školovanju. oni su obi-
čno zainteresovani samo za trening 2. Povišeni krvni pritisak,
koji ima stvarnu i neposrednu svrhu.
Teorija i apstraktni pojmovi nisu 3. dijabetes,
mnogo zanimljivi za njih.
4. Kardiovaskularna oboljenja itd.

- „Lekari se neprestano trude da nam
sačuvaju zdravlje, a kuvari da ga
upropaste; ovi drugi kao da su veštiji
u svom poslu.“ (deni didro, francuski
filozof i književnik – 1713 – 1784.
god.)

O hrani i ishrani O ugostiteljstvu

- Hrana je jedini izvor čoveku potreb- - HaCCP ima cilj da štiti, čuva i
nih energetskih, gradivnih i zaštitnih unapređuje zdravlje svih građana.
materija koje unese u oraganizam u
poželjnim, odnosno optimalnim - Stručan kuvar je kičma restorana, a
odnosima, doprinose zdravlju i vi- pekarstvo je precizna forma umet-
talnosti organizma. nosti.

- ishrana stanovništva u neposrednoj - Precizne recepture su formule koje
vezi je sa ekonomskom moći bilo postoje da bi se poštovale.
koje zemlje.
- od davnina je poznato da se dugo-
- Ni jedna druga namirnica nije toliko trajnim termičkim tretmanom
velokodušno hranljiva kao krompir.

19

Muradinove mudrolije

(kuvanjem) namirnica, držanjem u - Masnoća je na tanjiru tri sekunde, u
vodi ili drugim isparenjem, uništavaju ustima 30 sekundi, u stomaku 30
vitamini i gube korisne materije. minuta, a u arterijama 30 godina.

- Kuvati prirodno: kuvati bez vode i Vrsta hrane i njena kalorična vred-
peći bez masti. 90° C stepeni je opti- nost:
malna temperatura kuvanja u
zatvorenim posudama, bez vode i - 100 g hleba sadrži 60 g ugljenih hi-
masti. drata, 8 g belančevina = ukupno 272
kalorija;
- Bila bi velika greška kada biste hteli
proces kuvanja skratiti jačim zagre- - 250 g mleka sadrži 12 g ugljenih
vanjem vašeg šporeta, odnosno pre- hidrata, 8 g belančevina, 10 g masti
visokim temperaturama. = ukupno 340 kalorija;

Otrovi u tanjiru: - 1 jaje od 50 g sadrži 7 g belančevina,
5 g masti = ukupno 73 kalorije;
1. zaslađena gazirana pića,
- 70 g sira sadrži 11 g belančevina, 7 g
2. Puter, mast, salo, ulje od koštica masnoće = ukupno 109 kalorija;
kokosa i palme, čvrst margarin,
- 100 g mesa sadrži 23 g belančevina,
3. čips, krompir pržen u ulju, kokice 17 g masnoće = ukupno 245 kalorija;
sa puterom,
- 100 g krompira sadrži 15 g ugljenih
4. čokolada, slatkiši, krofne, torte, hidrata, 2 g masnoće = ukupno 66
kolači, keksi, kalorija;

5. Slanina, mesni odresci, mesne - jabuka od 160 g sadrži 20 g ugljenih
prerađevine, viršle, slične kobasice hidrata = ukupno 80 kalorija....
i paštete, iznutrice...
- osnovni problemi ugostiteljstva za-
6. Meso s visokim postotkom masti, padnog Balkana su needuciranost i
posebno ako se prži, nestručnost.

7. Neobrano mleko, mastan sir, kajmak, - Nema dobre i loše hrane, već – dobre
slatka i kisela pavlaka, sladoled, i loše ishrane.
milkšejk,
- Budućnost restorana nije konzumi-
8. Povrće spremljeno na puteru, u ranje jela u formalnoj i sterilnoj at-
bešamel sosu ili prženo u mnogo mosferi, već u tesnoj i uzajamnoj
masnoće, povezanosti sa ljudima koji priprema-
ju ta jela.
9. Masno pecivo, lisnato testo, pite...

20

Vaš Vodič PoSLoVNoG razVoja

- Koncepcija otvorene kuhinje objedi- - Neko ovu krizu doživljava kao smak
njuje savršenu transparentnost, sveta, a neko kao novu priliku.
vrhunski kvalitet i prazničnu atmo-
sferu. Kada gost posmatra kako se - Najveće svetske kompanije zapravo
jelo priprema, on vidi koliko se truda su počele da rade u vreme najvećih
i brižljivosti ulaže u njega. kriza.

- „Budućnost restorana leži u jedno- - Period ekonomske nestabilnosti uvek
stavnoj i razumljivoj kuhinji. ono otvara prostor za nove ideje. To je
što gost želi je da dobije prepoznatljivo pravo vreme za rekonstrukciju starih
jelo, oslobođeno nepotrebnih sasto- hotela i restorana, lansiranje novog
jaka. Samo loša hrana se ukrašava, proizvoda ili osnivanje nove kom-
jelo se mora pripremati što jedno- panije.
stavnije“.
- aktuelna kriza će iznedriti mnogo
- U poslednje vreme među najtraženi- svežih poslovnih ideja o kojima ćemo
jim destinacijama u svetu su ruralne sigurno pričati u budućnosti, kao na
sredine. italijani, Nemci, Francuszi... primer, rebronjini balkan best
obožavaju „zeleni turizam“. restorani i trening centri koje će
obezbediti ljudima lestvice mogu-
Razno ćnosti za ulazak u srednju klasu, po
sistemu „Kome je mnogo dato, mno-
- Uspešan konsultant je samo onaj go se od njega očekuje“.
koga traže, a ne onaj koji traži da za
nekog radi. - Najsnažnije i najtrajnije „dobro
osećanje“ vezano je za usavršavanje
- inovacija je samo ono što ima vred- i napredovanje na poslu, razvoj au-
nost na tržištu, što može da se proda toriteta i priznavanje za eksperta u
i kupi. toj oblasti.

- „Vaše potomke i saradnike treba da - Većina ljudi nije zadovoljna sve dok
naučite kako da opstanu bez vas. ne počne da radi posao koji voli i
ako roditelj voli svoju decu onda misli da mu odgovara. Svako bi da
mora da im život napravi teškim.“ radi posao koji zna i voli. onaj ko
(Sigmund Frojd) uspe u tome nalazi unutrašnji mir.

- outsorsing znači: „radi samo ono
što znaš najbolje, ostalo prepusti
drugima“, ili, ustupanje jednog

21

Muradinove mudrolije

poslovnog procesa – na primer tre- - dva glavna trenda u svetu jesu
ning osoblja – nekom izvan sopstvene ekonomski razvitak i nova socijalna
organizacije. politika.

- Život je vrlo darežljiv prema hrabrim - U Srbiji trenutno preovladava Politički
ljudima koji preuzimaju rizike. kapitalizam u kome gotovo isključivo
političke veze obezbeđuju poslovni
- znati i imati za koga da se proizvede uspeh. U nadolazećem, tržišnom
(neka roba ili usluga). kapitalizmu, preimućstvo će imati
sposobnost delatnika na tržištu, a
- činjenica je da u Srbiji oni koji imaju ne političke veze. osnova tržišnog
napredne ideje i žele da menjaju kapitalizma je: Kako biti bolji, brži,
društvo nabolje obično nailaze na jeftiniji i profitabilniji od drugih?
one koji na tom putu nastoje da ih
zaustave. - Uzajamno poštovanje dovodi do
partnerstva.
- Suština je da ne smemo da odu-
stanemo, bez obzira na broj onih koji - Veliki i bogati ljudi nam pokazuju
smetaju i sapliću. Bitno je da svaki kako da svi budemo takvi.
dan pomerimo makar za centimetar
unapred i ako nas neko obori da - Kredit je investicija u budućnost. ako
ustanemo i krenemo dalje. to nije, onda to nije dobar kredit.

- Važno je da znamo ciljeve, da - Kad god imam neki jasan cilj pred
počnemo prvim koracima približa- sobom, spreman sam na sve da bih
vanja i što je još važnije da trasiramo ga postigao.
„svoj put“ do realizacije.
- Mi znamo kada smo blizu svojoj
- Tranzicija je prelazak iz društva istinskoj misiji na zemlji, kada je ono
zaštićenog radnika u društvo što činimo ispunjeno energijom en-
zaštićenog kapitala. tuzijazma.

- U tržišnoj privredi koja ne zapošljava - Učim ono što će mi u životu biti naj-
na silu, po državnom ili partijskom važnije: engleski jezik.
diktatu, samo je porast broja zapo-
slenih prava mera uspeha ekonomske Vrste pitanja:
politike. Preduzeće može biti uspešno
i kada broj zaposlenih stagnira ili 1. opšte pitanje: „šta misliš o tome?“
opada – država to ne može. „zbog čega si to uradio?“

2. direktno pitanje: „Ko može da reši
ovaj problem?“

22

Vaš Vodič PoSLoVNoG razVoja

3. Sugestivno pitanje: „zar nije tako?“ Evo šta je Len zaključio u vezi ishrane
4. Pitanje radi traženja činjenica: „Gde?“ učenika i studenata u Americi:

„Ko?“ „Kada?“ „šta?“ - The purpose of instituting school
5. Pitanje kojim se traži mišljanje: „zar lunch program is to give growing
children safe, healty, and nutritious
ne?“ „Misliš?“ food they like to eat. Getting more
students to eat that kind of food
O restoranima brze usluge should be the name of the game. Let
od kioska i cafeterija us never forget that. You should talk
zatvorenog tipa with students to determine their
namenjenih učenicima, menu preferences. We need to get
studentima, zaposlenim u students to where they feel they have
državnim institucijama i more of a choise of what they are
privredi do komercijalnih eating rarher than „here is lunch,
restorana otvorenog tipa, a eather eat it or go away“.
po knjizi reformatora Len
Fredricka „Fast Food Gets - Present menu do not reflect the
an „A“ in School Lunch“. eating habits of todays students. it
creats waste because the students
- Plan njegove knjige je izuzetno are served food they just dont like
metodičan. on je kompletno prome- and dont want to eat. They want to
nio program na taj način što je elimi- choose the food they eat just as they
nisao tradiconalni način ishrane choose their friends, their classes,
učenika i studenata i zamenio ga sa and their activities.
hranom koju učenici i studenti vole,
a koja je istovremeno bezbedna za - What was needed was a simple
jelo po has-sap američkim standar- product that moved from start to
dima, nutricijski i kalorijski korektno completition in a streamlined path.
izbalansirana sa ukusom koji pred- For that purpose, he worked up re-
stavlja umetnost kulinarstva u formi cipies and menus that met federal
hrane brze usluge. standards and the taste standards of
the students. Now everybody is hap-
py and there are no leftovers.

- our first objective is to provide food
that our students like and will eat.

23

Muradinove mudrolije

Than this food must be made to time they are born, and stay on it
meet the government recomended exclusively for six months – for every
dietary allowance (rda) of nutrition breakfast, every lunch, every dinner,
for teenagers. and for that midnighte snack, too.

- Making a properly balanced meal - The foodservice for young people
fun to eat is the biggest contribution can play an important part in their
that one can make to any school nutrition education and should accept
food program. No food is so popular the chalenge of helping develop good
with young people as a hamburger, attitudes toward food.
pizza, hot and cold sandwiches, sal-
ads, breaded fried chicken, home - School feeding is big business, pure
rost potatoes, apple pie and milk and simple, and must be recognized
shake. They like „finger foods“ and as such.
usually do not care for other foods.
- When you try new ideas you must
- Nutrition is the study of how food make a path where no path has been
is used by the body. before. There are bound to be a few
brunches acros the way; somethimes
- The six major nutritient group are: even a big tree. But you are innovator,
1. Protein, 2. Carbohydrates, 3. Fat, and innovators seldom find the going
4. Vitamins, 5. Minerals, 6. Water. smooth or easy. Yet, the satisfaction
of accomplishment makes it all worth-
- The ingredients and preparation wile.
methods that a foodservice uses will
have a vast effect on the foods nutrient - That is the power of ideas – they are
content. alive, they grow, they influence and
help others. it is no wonder, then,
- it is desirable to maximize the amount that a man of ideas is notable among
of vitamins, minerals, and fibers and man.
to minimize calories, fat, cholesterol,
sodium, and suger. O restoranima brze usluge ili
takozvane finger food – hrane
- Human milk is about 48% sugar koja se jede prstima
calories, 46% fat calories, and only
6% protein calories. - it all started when Mcdonald s broth-
ers brought assembly line production
- The helthiest babies – the breast fed to the fast food industry.
ones – are on fast food diet from the

24

Vaš Vodič PoSLoVNoG razVoja

- Quick – service operations: Eating - insofar as possible, foods are pre-
trough necessity or convenience portioned, prewrapped and ready
rather than for an experience in for immediate pickup.
dining out.
- Hot foods are commonly plated to
Quick – service etablishments: order by an employee at a hot food
1. School foodservice, counter.
2. College and university foodservice,
3. Coffee shop, - Four parts of a cafeteria: 1. Seating,
4. Fast service, 2. Serving, 3. Preparation, 4. dish-
5. office employee foodservice, washing.
6. Hospitals,
7. day care centers, - Specialized service is hard to provide
8. Foodservice for the elderly, without the on-premice talents of a
9. Public cafeteria. chef. He is also visibly on serving
time, adding to the customers image
School foodservice types of of a caring, quality service.
facilities:
1. Self – contained kitchen, - The overriding concern should al-
2. Central kitchen with satellites, ways be for the convenience and
3. Commissary operations, speed of service of the customer.
4. Vending operations,
5. a la carte cafeterias, - Salad preparation should be directly
6. Food courts. behind serving.

- aluminium foil pack for the hot - The number of meals served is the
food. Molded plastic pack for the important consideration, not the
cold food. Styrofoam pack retain the number of seats.
original heat of hot food.
- in cafeteria use 75 X 120 cm tables
- You must establish your menu, lim- and 35 X 45 cm trays.
ited in concept and target to the au-
dience you hope to reach. - Workers must learn to do tasks
quickly and accurately and be able
to keep up with the often fast pace.

Two types of institutions to house
elderly:

1. For the older person who is in good
health; such a facility is essentially a
hotel,

25

Muradinove mudrolije

2. Hospitals. haven, because his kitchen is a temple,
in which his oven are the altar“.
- all foodservice production areas
should have color on floors and walls - To cook the best food in the best
to break up any traditional institu- way we know is our mission.
tional apparance.
- Chef is one who makes the very
- Cook-to-order is popular among best of avaliable ingredients.
cafeteria customers and this changes
the method and style of equipment - anyone can cook, not everyone can
puting a greater need for more equip- be a chef.
ment with smaller capacities. The
days of having large kettles in the - The tall chef s hat is the traditional
kitchen are pretty much gone. mark of the executive shef.

- The product should be avaliable in - Cooking in a professional kitchen is
the shortest possible time needed a business.
for service. Modern technological
advances are making this possible. - Every good chef is a change agent
who wants to put his own signature
- Preparation procedures should be on all facilities.
simple and easily understood by any
employee. - all great chefs are teachers. Students
are learning knife skills and building
- The manager of a fast food operation speed.
or a school cafeteria is the key person,
and must be thoroughly and com- - There is a brotherhood among chefs.
pletely trained.
- My well-prepared staff is poetry in
- Time is scheduled each week for motion.
complete cleaning of all equipment.
- a cook is basically a creature of
O profesionalnim šefovima habit and is therefore expected to be
kuhinja i kuvarstvu able to work in an organized fashion.
one of them might do all the starch
- „a cook, when i dine, seems to me a items and the other all the protein
divine being, who rules the human items.
race from the debths of his kitchen.
one conciders him a minister of - Hunger is the best sauce.

- For easie peeling of eggs, crack hard
– cooked eggs when hot, put in cold
water to cool, then peel. Peel hard –

26

Vaš Vodič PoSLoVNoG razVoja

cooked eggs by slipping a spoon - Formula for cooking pasta: 10/
under the cracked shell at the large 100/1000 - 10 grams solt, 100 grams
end. pasta and 1000 grams water.

- it is about uncompromising freshness There are three cooking methods:
and quality – and about value.
- Conduction cooking: - with metallic,
- Cooking is to apply heat to edible liquid, water/or fat contacts,
substances to make them palatable
and tasty. Cook low-calorie food for - Convection cooking: - by means of
the diet conscious and nutrition food air that can only be heated (as in the
for the health conscious. case of old static ovens) or which
can also be circulated,
- Cooking temperature varies from
65o C to 95o C (at sea level). Temper- - Radiation: - by infrared or radiant
ature fluctuations during cooking rays from below or from above.
should never exceed 2o C.
- our basic responsibility is to nourish
- The three C s to handle beef safely: our patrons, so we need to have a
prudent understanding of nutrient
1. Keep it cold and how they affect the body.

2. Keep it clean - Milk should always be regarded as
a food and not as a drink, and should
3. Keep it covered be sipped and swallowed slowly.

Storing fresh beef: - daily intake of fat ought not to exeed
- Meat cooler - 2 to 0° C, 50 g for a sedentary adult and 65 g
for a labourer or very active indi-
- General cooler 1 to 2° C, viduals.

- Beef roasts/steaks – open packages - Try to make lunch the largest meal
2 – 4 days, of the day.

- Unopened vacuum packages 7 – 14 - a chef unskilled in human relations
days, can destroy a food business. He can-
not be a good chef without the rest
- Ground beef – opened packages 1 – of the kitchen brigade.
3 days,
- it is usually the creativity of the chef
- Unopened vacuum packages maxi- that makes a dish special.
mum 10 days,

- Unopened cooked vacuum packages
food maximum 21 days.

27

Muradinove mudrolije

- For all chefs and other managers, is part of setting the attitude of the
the rule of thumb is to never work workforce.
until everyone around you is work-
ing. - For a good chef, life outside the job
is critical to survival inside the job.
- a mentor is a person who helps
someone, usually a subordinate, - Stability is the key to success of
grow professionally. Mentors serve every great leader. You must be
as role model and teach, guide, and proud of who you are on your time
counsel their mentrees. off. Take advantage of traveling and
visiting new places. You have earned
- Your biggest asset is your ability to them.
gain respect through performance,
not intimidation. - How lucky am i to come to work
every day, eat what i want, make
- You, as chef, will be the chief protector what i like, and do what i love.
of your employees, not only ensuring
that they are in safe surrounding, - as the chef, i must have my nose in
but that their training is thorough all the staff s business, ensuring that
enough to protect them. their work expresses my style and
my philosophy. all the food they
- The knowledge you gain in this at- make must meet my standards of
mosphere in a single year is priceless excellence.
and can only be learned on the job.
- The very top chefs, the big names in
- You must be comfortable and confi- the country who are making money,
dent taking others opinions into con- they distinguish themselves by com-
cideration while intelligently voicing ing up with original ideas and, by
your own thoughts. and large, everybody else copies
them.
- You must be the same talented pro-
fessional whether you are tired, mad, - Head chefs direct the preparation of
sad, or stressed; after all, you are the meals and coordinate the work of
coach, the general, the leader of the the kitchen staff, while sous-chefs
many cooks, dishwashers, stewards, are directly in charge of production
and F&B staff who notice your every and are second-in-command.
move and action.
- Essentially, a recipe is task analisis.
- realize that everything you do is
watched and evaluated. Your image - Cooks and waiters must be more
informed than their clientele.

28

Vaš Vodič PoSLoVNoG razVoja

- i was a hard worker and left no one - The culinary field is the only profes-
to faill. When i finished my tasks, i sion in which you have to use and
helped others finish. develop all your senses. You have
to educate all your senses. This is a
- a career is not simply a series of hands-on profession where you also
jobs but rather a series of progressive use academic ability.
achievements.
- You need not have a subservient
Who is who in the kitchen: nature.

Cordons blue = master chefs - Culianary career that does not involve
much cooking:
Chef = manager
1. research and development chef
Sous chef = principal assistant (r&d),

Saucier = sause cook 2. Culinary educator chef.

Garde manger = cold cook - The research and development chef
needs strong culinary knowledge
Poissonier = seafood cook and skills and extensive restaurant
experience. That profession is very
rotisseur = roasting cook exciting and revarding. He need to
try things to see if they work. He
Entremetier = vegetable cook acts as a resource. He is responsible
for finding out what products the
Boucher = butcher customer will want tomorrow and
he develops specific recipes for many
Potager = soup cook products. Than he goes into the
kitchen, develop the food, takes pic-
- Understand what each of these in- tures, writes up the recipes, works
dividuals performs, and do not plan on training materials with his training
a menu that will overwork any one department, and moves forward on
station. a promotion.

- You must be good cook and to be - also, r&d chef serves three masters
that, you must be one part artist, who are expecting from him:
one part scientist, and one part ma-
gician. 1. Marketing wants the next WoW!
product;
- Stocks are among the most basic
preparations found in any profes-
sional kitchen.

Four criteria to evaluate the stock:

1. Flavor, 2. Color, 3. aroma, 4. Clari-
ty.

29

Muradinove mudrolije

2. Purchasing wants it to be cost-efec- - if you want to be executive chef one
tive; day, you will have to study hard
and work hard.
3. operations want it to be very, very
simple to prepare and cook. - i am going to become the master in
my own kitchen.
- Chef educator assesses the learners
educational needs, but they need to - i did not just mindlessly do the job.
understand that the chef-educator i was trying to think about how i
is there to guide and inform them as could do this better and faster.
they learn and progress, but respon-
sibility for the result is ultimately - Culinary skills: baked, boiled, braised,
their own. Chef educators are ac- broiled, cooked, cooled, cut, deep-
taually building and developing peo- fried, dressed, filleted, garnished,
ple for tomorrow. griddled, grilled, measured, mi-
crowaved, pan-broiled, pan-fried,
- Find great chefs to work with, learn poached, prepared, roasted, sauted,
our craft, take time to learn how to scaled, seasoned, set up, simmered,
become businessman, and all the thickened, used.
while try to progress to that next
level. - apprentices rotate through the restu-
rant and kitchen which gives them
- Your career path is your own unique a well rounded experience.
creation. it is a real climb that needs
a five-to ten- year game plan of - in the typical apprentice program at
where you want to get there. it is large kichen, you start in stewarding.
time and effort that are well spent. You go trough every aspect of sani-
tation, cleaning, and equipment main-
- The more diverse your skills are, tenance needed to run a kitchen.
the more successful you will be in The next step is to become a breakfast
whatever endevor you take on. cook and go trough that entire seg-
ment, rotating trough all the necessary
- This is not the industry where stu- station. This continue trough all other
dents can go because they do not stations until you have complited
want to study or learn a lot of facts your 2.000 hours.
and details. You need a great edu-
cation and love for food to become - as chefs in a professional kitchen,
successful. we are predominantly theachers,

30

Vaš Vodič PoSLoVNoG razVoja

mentors, and daily role models for - There are three ways that we learn:
our staff. 1. Formal education, 2. Get as many
experience as you can, and 3. Tra-
- Training employees is part of every vel.
chef s job. in my teaching, i prefere
to show them how to find answers Three principles od success:
than to tell them everything.
1. principle: Find your natural talent
- No food is unusual as long as it and focus on nothing but it;
tastes good. in food we trust!
2. principle: it is your job to develop
- Sauce is liquid seasoning for food. and express your natural talent;

- From culinary perspective restau- 3. principle: You should practice every
rant can be grouped by how much day whatever your talent is.
cooking is done from scratch and
how much cooking utilizes con- - The discovery of a new dish does
venience or premade products such more for the happiness of mankind
as soup base or frozen prepared than the discovery of a star.
foods.
- rimember! Chefs never sleep; they
- an event (catering) is a three-part merely rest.
process: 1. preparation & cooking,
2. transport, 3. regenerating and serv- - How you present yourself, both
ing. phisically and verbally, is very im-
portant.
- Self motivation comes when you
love what you are doing and truly - it is really important to associate
enjoy creating and making changes. yourself with top people in the field,
in operations where you think you
- Critiquing your own work keeps are going to have the opportunity to
your job fresh and challenging. learn the most from a qulity, opera-
tional and business.
- Learning from those who have blazed
the trail before us still proves to be - No matter how hard i try, i still
one of the best educational approach- have not figured out how to be in
es besides formal instruction. two places at the same time.

- Learning is life long cource – em- - Large companys are more depart-
brace it! mentalized.

- Lead by example.

31

Muradinove mudrolije

- Preaching philosophy and instilling tions. They are based on well-pre-
passion in my staff is a full – time pared foods, fairly priced, with a
job. new focus on presentation.

- a team player supports and en- - it is the dificult time that make you
courages coworkers. stronger.

- Tell me what you eat, and i shall tell - The more that i learn, the more i
you what you are. Those who give know that there is more to learn.
themselves indigestion or get drunk, Never stop learning, and never think
do not know how to eat or drink. that you know it all.
digestive upset frequently occurs
when raw fruit is eaten in conjuction - You must recognize the different
with a meat diet. learning styles of the students. Some
are visual learners; others are hands-
- Cooking is one of the oldest arts, on learners or verbal learners.
and one which has rendered us the
most important service in civil life. - in talking to students use simple
everyday words, discuse your own
- The sciens which feeds men is worth experience, stay focused and make
at least as much as the one which it fun and interactive. always talk
teaches how to kill them. about things you are passionate
about; use personal examples; and
- „The culinary art follows diplomacy, always prepare your own material.
and every prime minister or diplomat
should pay it tribute. Political issues - Short (5 - 10 min.) pre-shift meeting
are decided at table.“ (Careme s ad- are good opportunity to dayly train,
vice to ministers and diplomats). motivate and connect with your
team. discuss about product knowl-
- Cooking methodas: 1. Grilling and edge, dayly specials and promotion.
broiling, 2. roasting and baking, 3.
Sauteing, pan frying and deep frying, - Enjoy yourself. remember to let
4. Steaming and submersion cooking, your enthusiasm for the restaurant
5. Braising and stewing. business industry shine through in
your words and expression.
- Work in the restaurant business
befor you go to culinary school. - once you have been in the food and
beverage business, you can do any-
- The customer demands a percieved thing. The challenges in the food
value that is not based on huge por-

32

Vaš Vodič PoSLoVNoG razVoja

and beverage area are tougher than server, Fry/saute cook, Server, Soup
any other area of the hospitality busi- and sauce cook, Host (ess), Busperson.
ness.
- a skilful host is as rare as a good
- Technical knowledge is the ticket cook.
that opens the first door to entry
into a career. - director of food innovation and de-
velopment.
- Most people can make their own
luck with hard work, planning, and - Chefs create recipies and cooks pre-
thinking. pare meals, while food prepararation
workers peel and cut vegetables,
- Ground meat can be cheated on trim meat, prepare poultry and per-
more than any other food product form other duties such as keeping
you have to buy. once meat is work areas clean.
ground, it is next to impossible to
tell what cuts of meat or what prod- Rating chef knowledge:
ucts have gone into it.
1. Forcasting,
- in buying any prepared foods, a
company with an impeccable repu- 2. Menu constraction and planning,
tation is your best guarantee of getting
top quality consistently. The character 3. Nutrition,
of the owner of a company is reflected
in all of his products. 4. Pricing,

- Food costs and labor costs are now 5. Cost control,
the purview of chef, not an admin-
istrator. 6. Employee scheduling,

- The backbone of any successful 7. Cooking process,
restaurant is an efficient and orderly
kitchen and a manager who can mo- 8. Use of leftovers,
tivate people.
9. Clientel relations,
- restauraters are very special people
who are running very special placess. 10. Company policy.

- Who is who at restaurants: Baker, - When a kitchen or resturant manager
Bartender, Broiler cook, Counter gives direction, the employee should
also be told why that particular task
is important and how it fits into the
scheme of things so the employee
can see a purpose in the task.

- Self satisfaction is gained from doing
the best possible job in the shortest
period of time.

33

Muradinove mudrolije

- For those who find pride of accom- our customers needs and we know
plishment in their work, life is never that they vote with their feet.
bored or meaningless.
- Proper training is going to bring a
- Culinology – the blending of culinary greater respect to everybody working
arts and food technology to make in foodservice; they are no longe
superior quality food avaliable to servants. Now they can become pro-
more people worldwide. fessionals in good profession.

- Consumers want more information - Each day i ask myself if i am serving
about what is going on with the as an example of honesty to those
food they eat. aroud me.

- Keeping up with the publics ever – - For a master, there is only one way
changing tastes and adjusting to the and that is to teach other people,
latest trend affects how everyone in especially young people.
the industry makes decision – and
profits. Kako aplicirati i izboriti se za
prvi nivo zaposlenja
- a minor temperature error in roasted
meat of only 1 C will lead to a weight - Golden rul of business is: „The one
loss of 2%. with the gold makes the rul“.

- at rebronjas Balkan Best, we have - apply to the company you like,
designed a special training and de- even if no position is advertised.
velopment program so that you will Many times someone was hired by
learn how to work in every kitchen, a company on pure enthusiasm when
customer service and managament no position was advertised.
position in the restaurant.
- The resume is one of the most critical
- Training by its definition: instructing steps in securing a job. in today job
an individual at something to make market, a resume is useless unless it
him or her proficient at it. is written expressly for a specific
employment opportunity.
- No training, no gaining.
- one of the most effective ways of
- a better – trained workforce will finding out about jobs is by getting
provide better food and service. leads from people you know, a tech-
nique called networking.
- We must continually improve be-
cause we always want to respond to

34

Vaš Vodič PoSLoVNoG razVoja

- Networking contacts are much more - Negotation is a nonadversarial type
likely than others sources to connect of communication in which two par-
you with future employer. ties work together to come to an ac-
ceptable agreement.
- You have skills that employers want,
but those skills will not get you a job - a genuine interest in the company
if no one knows you have them. and desire to work there will always
leave a positive first impression.
- an interview is a business meeting
and must be approached as such - an up-or-out philosophy: retain
from the candidates point of view. the top 20% of emloyees and improve
the middle 60% and get rid of 20%.
- interviewing is a highly important
and specialized skill which should - We do try to develop people to
not be taken lightly. move up, but if they are incapable
or unwilling to improve their per-
You should find out: formance, we then would terminate
people in the bottom group.
1. What abilities does the candidate
possess? - The best candidates are the ones
who ensure they are applying for a
2. What are his wants, needs and job at their company of choice, with
goals? a clear and concise one page resume.
Eye – catching resumes, and follow
3. How does he achieve what he up emails are a great way.
wants?
- The more you can target specific
- an interviewer is also always looking company to work for, the better.
for candidates who talk about what
they can do for the employer, not - Bear in mind that the website is a
what employer can do for them. marketing tool for the company and
shows it in the best light it can.
- Human resources interviewers cannot reality is that every company and
offer you the job you want but they every candidate has pluses and mi-
can reject your application. nuses.

- if you get a phone call extending an - Find out: What traits make a person
offer for a job, do not immediately successful at the particular hotel?
accept, even if this is your dream What training is provided to prepare
job. it is prerfectly acceptable to ask
for one day to consider the offer.

35

Muradinove mudrolije

you for your first assignment? do - ritz-Carlton is partnering to create
you have a mentor program and a world-class culture that promotes
how does it work? knowledge and sustainable chance,
outperform the competition and in-
- Though i understand the responsi- crease employee loyalty.
bilty to perform in whatever position
you might offer, what is tipical career - Exellent performers need the natural
path someone like me would folow? drive and ability to establish and
maintain relationships with other
- Based on performance, where can i people, solve problems and take a
expect to be in five years? in ten positive approach to work and life.
years?
- Every ritz-Carlton Hotel carries out
- is the hotel leader in industry? High- its own recruitment and selection of
growth company? Medical benefits?... talented individuals.

- ritz-Carlton benefits include: 1. Com- - it has a la carte dining, providing
petetive wages (hourly positions); 2. choices for diners and gourment cu-
Promotion/transfers; 3. Career de- sine, utilizing the genius and cooking
velopment program; 4. Two-day ori- methods of auguste Escoffier.
entation; 5. on-the-job training; 6.
Well – tailored uniforms. - Today the foodservice operations in
a hotel are coffee shop and one or
- at ritz-Carlton, our ladies and gen- more specialty restaurants. The for-
tlmen are the most important resource mal dining room has been out; the
commitment to our guests. specialty room is in.

- By applying the principles of trust, - in the Waldorf – astoria kitchen,
honesty, respect, integrity and com- the waiter enters the kitchen and
mitment, we nurture and maximize drops off his order at each station
talent to the benefit of each individual returning later to pick up the pre-
and the company. pared food.

- The ritz-Carlton fosters a work en- - The ritz-Carlton Hotel is a place
vironment where diversity is valued where the genuine care and comfort
and quality of life is enhansed, indi- of our guests is our highest mission.
vidual aspirations are fulfilled, and
the ritz-Carlton mystique is strenght- - We pledge to provide the finest per-
en. sonal service and facilities for our

36

Vaš Vodič PoSLoVNoG razVoja

guests who will always enjoy a warm, 7. Each employee will continuously
relaxed, yet refined ambience. identify defects throughout the ho-
tel.
- The ritz-Carlton experience enlivens
the senses, instills well-being, and 8. it is the responsibility of each em-
fulfils even the unexpressed wishes ployee to create a work environment
and needs of our guests. of teamwork and lateral service so
that the needs of our guests and
- Three steps of service at Ritz-Carl- each other are met.
ton:
9. Each employee is empowered, for
- The Ritz-Carlton basics: example, when a guest has a problem
or needs something special, you
1. The CrEdo is the principal belief should break away from your reg-
of our company. it must be known, ular dutyes, address and resolve
owned and energized by all. the issue.

2. our MoTTo is „ We are ladies 10. Uncompromising leveles of clean-
and gentlmen serving ladies and liness are the responsibility of every
gentlmen“. as service professionals, employee.
we treat our guests and each other
with respect and dignity. 11. To provide the finest personal
service for our guests, each em-
3. The employee promise is the basic ployee is responsible for identifying
for our ritz-Carlton work environ- and recording individual guest
ment. it will be honored by all em- preferences.
ployees.
12. Never lose a guest. instant guest
4. all employees will successfuly com- pacification is the responsibility of
plete anual training certification for each employee. Whoever receives
their position. a complaint will own it, resolve it
to the guests satisfaction and record
5. Company objectives are commu- it.
nicated to all employees. it is every-
ones responsibility to suport them. 13. „Smile – we are on stage“. always
maintine positive eye contact. Use
6. To create pride and joy in the work- the proper vocabulary with our
place, all employees have the right guests. (Use words like –„Good
to be involved in planning of the morning“, „Certainly“, „i will be
work that affects them.

37

Muradinove mudrolije

hapy to“ and „My pleasure, sir or of every employees. Conserve en-
madam“. ergy, properly maintain our hotels
and protect the environment.
14. Be ambassador of your hotel in
and outside of the work place. al- Napomena: Ovo je primer pravila (policy)
ways talk positively. Communicate Ritz-Carlton hotela za svoje zaposlene.
any concerns to the appropriate Svaki hotel ima svoja pravila; upoznajte
person. se sa njima, naučite ih i stiktno ih se
pridržavajte ako želite da zadržite vaše
15. Escort guests rather than pointing radno mesto.
out directions to another area of
the hotel. - Continuing on-the-job training are
now widely seen as „must“.
16. Use ritz-Carlton telephone eti-
quette. ansver within three rings - Grading an interview: First impres-
and with a „smile“. Use guests sion 25%, Chronological interview
name when possible. When nec- 15%, Topical interview 35%, Exit
essary, ask the caller „May i place 25%.
you on hold?“. do not screen calls.
Eliminate call transfers whenever - The chronological interview is a re-
possible. view of your job history from your
most recent position, education and
17. Take pride in and care of your so on – your resume.
personal appirance. Everyone is
responsible for conveying a pro- - The topical interview is about finding
fessional image by adhering to out what is expected of you. You
ritz-Carlton clothing and grooming must ask „what else“ questions
standards. throughout the topical interview.

18. Think safety first. Each employee - The topical interview is the most
is responsible for creating a safe, strategic aspect of the entire process.
secure and accident free environ- Mastery of this main element is crit-
ment for all guests and each other. ical.
Be aware of all fire and safety emer-
gency procedures and report se- - a look into the other persons eyes, a
curity risks immedietely. firm handshake, an enthusiastic hel-
low followed by „i am (yuor name)“
19. Protecting the assets of a ritz- is appropriate.
Carlton Hotel is the responsibility
- dress is not just about receiving re-
spect but also about conveying it.

38

Vaš Vodič PoSLoVNoG razVoja

- remember that the very first contact - You must be positively persistent in
you have with people is visual. reaching your goal to get the job of-
fer.
- „Tell me a little about yourself“ is
the usual apetizer in an interview. - Keep smiling and be friendly.

- You must convince the intervier that - do not discuss your personal prob-
you eather have all the skills required lems. Focus on job responsibilities
or are highly capable of learning and your abilities to contribute to
skills you currently lack. the company.

- Be honest. do not even try to be dis- - Sharing success with others is a key
honest. Many contracts include a personality traits employers seek.
clause that says dishonesty in the This indicates you understand all
hiring process can result in job ter- team members are responsible for
mination later. contributing.

- The people you look to hire should - ask for the job offer. This is the
be people who recognize their weak- closing part of the topical interview.
nesses – perhaps even more than if a you do not come out and ask for
their strenght - and truly express the the position at this point, you will
desire to rise above them. simply be regarded as nonassertive.

- job seekers need to be realistic about - What will my first assignment be at
what they are capable of doing. this hotel? do you think i am qualified
for the position?
- as a job seeker, one of the worst
things you can do is submit you CV - according to the urban institute,
for a position you are obviously not learning English is the single most
qualified. For examle, fresh graduates critical factor in workforce advance-
applying for management positions. ment! Language challenges can lead
to frustration and low productivity
- The primary purpose of the job you for our employees.
have got is to prepare yourself for
the next one; a better, bigger, more - Some statistics:
important job.
- 42% of todays 18 – 34 year-olds have
- Being considered by other companies worked in restaurants.
is healthy for everyone involved.
- 27% of all american adults got their
first job experince in a restaurant.

39

Muradinove mudrolije

- Nine out of ten salaried employees - Only the most knowledgeable and
started as hourly. well informed will reach the pin-
nacle of success. once knowledge
- More than half of all restaurant em- has been imparted, the key is to get
ployees are femail. the staff to put it into action for the
benefits of guests as well as sales
- according to a recent Gallup poll, and profits.
americans respect the restaurant in-
dustry more than any other industry. - if you provide great food and great
service, people will beat a path to
- Career security is the ability to stay your door. if you do not, people will
employed in jobs of your choosing, go elsewhere.
regardless of economic situation in
any country or the financial condition - Customers are truly your only assets
of any one employer. as a bussiness owner.

- Career security is something we - Type of customers:
create for ourselves, so we control
what happens to us in the work 1. occasional users;
place. We become master of our ca-
reer, rather than its victim. 2. Frequent users;

Kako biti uspešan restorater 3. Missionary customers.

- „i will pay any price in order to - The quickest way to build a successful
own my own business and to develop business is not merely to meet your
my own destiny“. (ray Kroc – „The customer s expectations, but to exceed
hamburger king“) them.

- if you do not serve food, you do not - Make sure your product and service
have a restaurant. The opening of a are strong. You should play to your
restaurant is like the birth of a child. strenght.

- Money does not solve problems; - Emloyees are part of you product.
ideas solve problems. ideas are just
the beginning – it is how you execute - Good servers must have:
them that makes all the difference
in the world. 1. Menu knowledge;

2. Wine knowledge;

3. Must know and follow service
points.

- The waitstaff must be able to pro-
nounce the menu items correctly

40

Vaš Vodič PoSLoVNoG razVoja

and also must have a thorough - Business meals make business deals.
knowledge of how food items are
prepared. - We know without a shadow of
doubt that the way to build volume
- Good meals is always better with is to become famous for your own
great service. pizza, hamburgers, steaks, soups,
salads, sandwiches... No restaurant
- Good service is always best when it man has succeded with re-heating
is the speciality of the house. television dinners.

- Favorite place to eat are those where - The secret to the specialty house is
the house rules are courtesy and in development of special equip-
timeliness, and of cours, good food. ment, techniques, recipes and mer-
chandising methods.
- Servers create a memorable event
for guests. - Minimum requirements for restau-
rant success:
- if you want friendly service, hire
friendly employees. 1. Good food,

- Good service comes from the heart. 2. reasonable prices,

- The first step in good service is to 3. Equipment for best sellers. Pick out
figure out who the guests are and five best sellers and equip for fast
why they are visiting. preparation and service of these
specialities,
- For guests, a basic strategy for getting
good service in a restaurant is to be- 4. Know your best sellers from a to
have like a civilized person, not like z, not only in buying, but also in
a celebrity. preparation, refrigeration, seasoning,
portioning, cooking, serving and
- a single cycle begins with a customer merchadising.
need and ends with delivery of a
standardized plate presentation. - Diferentiation is a jorny toward
uniqeness. You should give the pub-
- Those working closely with the cus- lic something to make them want
tomers are actually the greatest ex- to return to show off the place to
perts on the direction needed to be their friends. and remember that
taken. much of the growth of fast food units
will be in the drive-trough niche.
- Quality is not expensive, it is price-
less.

41

Muradinove mudrolije

- Profit is the applause you get for - Hospitality industry is one of the
taking care of your customers and bright spots in the economy. it can
creating a motivating environment be defined as giving guests a gener-
for your people. ous and cordial reception, and then
offering them a pleasant and sus-
- a restaurant - type facility includes taining environment.
public eating establishments such
as: - No business offers such diversity,
1. restaurants, complex business challenges or sat-
2. Coffee shops, isfaction for a job well done, as hos-
3. Fast food outlets, pitality industry.
4. Public cafeterias,
5. dining rooms. - We are concetrating on developing
our employees for advansment op-
- The fast food industry has a large portunities – not just for better jobs,
marketplace than any other type of but for career.
restaurant facility.
- We are an industry filled with indi-
- Key areas of restaurant business are: viduals who started in the dish room
1. Food quality; and ended up in the board room.
2. Service;
3. Values; and - We build our business and treasure
4.Cleanliness. our customers.

- Exept at the basic level of a cafeteria, - We seek greater challenges for our-
customers want an experience when selves and our business each day.
they go out to eat.
- We are positive role models for our
- The best resturant in town for me is family and friends.
the one that knows my name.
- We openly rejoice in the successes
- Making people feel special is an im- of others.
portant part of the restaurater s busi-
ness. - We value education and will educate
ourselves and our children.
- a simple greeting and a smile are
quite sufficient. - We live in housing which provides
our families with security and a clean
environtment.

- We eat nutritious food, and provide
a healthy lifestyle for our families.

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Vaš Vodič PoSLoVNoG razVoja

- We balance our lives with work, ed- - it is better to automate than edu-
ucation, and play. cate.

- Continuously improve your business - The basic for consistency is a simple,
and believe in your people. clearly written procedure.

- You can grow by being better, not - The most critical aspect of any busi-
just bigger. ness plan is knowing your goal.

- Challenges makes us better and - The wise can learn from a fool, but a
stronger. fool learns from nobody. You can
learn by studying loosers but you
- You cannot lead others if you cannot will do better to study the winners.
lead yourself.
- Financing rule: when you have mon-
- To build trust in an unegal relation- ey you can borrow money. When
ship, the more powerful party must you have no money everyone turns
treat the less powerful party fairly you down for a loan.
and with respect.
- Banks never loan money to business
- Hamburgers are americas best – that need to borrow.
selling menu item.
- The most important rule of business
- 98% of hamburgers are inferior. is to always have cash in the bank
and to never, ever run out of monay.
- an outstanding hamburger and a
fair price are still a hard combination - Businesses are less likely to be healthy
to beat. in an unhealthy society.

- Speed constitute the essence of ham- - restaurant industry is the cornerstone
burger science. of the economy, career and employ-
ment oportunities, and local com-
- Pizza is one of the worlds most ex- munities.
citing, popular, and interesting foods.
- The current trend is for two – thirds
- For maximum fresh tomato flavor of all fast food purchases to be
for your pizza sauce, the best ap- eaten off – premises.
proach is to blend ground tomatoes
with puree. - restaurater is a profession which co-
mands a fortune for all who purse it
- as for the cheese, testing many with good faith, orderliness and skill.
brands is the key to finding the best
one for a particular pizza.

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Muradinove mudrolije

- restaurants can be categorized by - Pies are excellent impulse items. Pies
level of service, such as limited service bring people to the restaurant. Who
or full service. could leave your restaurant without
pie?
- Limited – service eating places such
as fast food restaurants and cafete- - if customers cannot see the store,
rias. how will they become aware of the
store?
- Midscale or family restaurants.
- if they are not aware of the store,
- Upscale or cutting-edge or fine dining how can we expect them to try our
places. products?

- Ethnic restaurants represent the most - Everyone likes to hear about some-
popular category of specialty restau- thing new.
rants.
- our expansion was painfully slow
- The most sophisticated form of up- in the early years.
selling is called consultative selling.
Consultative selling comes from - United States now has the potential
knowing a lot about good food and to become the global leader in the
wines the restaurant has to offer. food service industry because of the
rapid expansion of fast food compa-
- All resturants must be special in nies abroad.
order to succeed.
- Throug out the world people hunger
- in addition to the ethnic or theme for american food.
restaurants, specialty restaurants in-
clude every restaurant that demon- - The aim is to have fast food avaliable
strates inventiveness in its surround- wherever hungry people gather.
ing, menu, preparation and service,
equipment, and management. - Success is in the hand of the manager
and staff, but restaurant managers
- The „success stories“ of all restaurants are the most important people in
consistently depends on the exellence any restaurant. They are the key to
of management. satisfying customers.

- More business can be generated if - The service – based leader is always
the public is given the visual assur- in service to others within the or-
ance that the operator is praud to ganization making sure others have
displey his food preparation. the tools to get the job done.

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Vaš Vodič PoSLoVNoG razVoja

- ask yourself every day „How can i to have a passion for it, and make
help my servers do a better job“? the commitment to make it happen.
That is the hallmark of a service -
based leader. - No one in business is interested in
anything as much as he is in making
- New products and new ideas are money. You, and all other working
the bloodline and future of our in- people, work for money.
dustry.
- in essence servers take ownership
- Good restaurant philosophy: Give for their stations, becoming entre-
customers the freshest, highest quality preneours driving their sales to the
foods you can buy and provide them maximum.
with friendly service in a sparcling
clean environment. - New operations succeed by basically
squizing out poor performers, thus
- if you have time to lean, it is time to grabbing away guests. But, sooner
clean. or later, and very soon if you are no-
ticeable successful, other businesses
- Multibranding is the key to the fu- will copy you.
ture of the QSR business. research
shows that consumers prefere mul- - New ideas, new products, new an-
ti-brand restaurants six to one over gels. Only those who test and who
single brand. present new idea/products into the
market have a chance to survive in
- Yours should be growth oriented the future. Unless you present new
restaurant company. products to the market, you are go-
ing to stey behind the time.
- The food should be prepared up
front, near the counter. - as you build your business, always
make it a point to continuously im-
- The heart of the fast food operation prove it.
is quick pickup.
- The first step is to establish the con-
- Get better or get beat is secrets to cept. The second is to determine the
winning in business. communitys need for such restu-
rant.
- if you cannot make it being yourself,
you cannot make it being an imitation - The customer is the most important
of anyone else. The same is true for element of a foodservice operation.
any bisiness. You have to believe in
yourself and your dream. You have

45

Muradinove mudrolije

it is important to establish a particular - Easy – to – read menu boards effec-
type of customer. The more you tively communicate the three deypart
know about the customer, the greate message.
the chance will be that he will expe-
rience a satisfying dining experience. - Hotelmen are seldom outstanding
restauraters; that is why the best lo-
- different circumstances require dif- cations for a restaurant is directly
ferent operations. accross the street from a major ho-
tel.
- The location and the type of restau-
rant should complemente each oth- - The key to bringing back hotel dining
er. is that restaurants be unique. When
the hotels run them is when we mess
- The location and the nature of the them up.
neighborhood usually define the
clientele. - The more accurately you can predict
what will happen, the better chance
- in addition to location, you must you will have to surpass your com-
choose the right products, identify petition.
your market, and assess you com-
petition. - Moving forward means staying alive!

- Set your goals, set your targets, and - in order to get the most value out of
make a plan for what you have got the meats purchased, it is important
to do to get where you want to be to understand how to select the right
because nobody is going to give it to cut for a particular cooking method.
you.
O frančizingu
- You need to know who will buy
your products and services, at what - Franchising will become the primary
price and in what city. method of doing bisiness world-
wide.
- There is no better way to learn about
your potential customers than to - There are about 230.000 franchised
carefully study existing competitors. restaurants outlets in the USa, doing
almost $170 billion in business each
- do not strive to be merely equal to year.
your competition; rather, strive to
be much better than anyone currently
in the marketplace.

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Vaš Vodič PoSLoVNoG razVoja

- a franchise is a privilege granted to vations – inovations that can help
an individual. if properly executed capture more of your hotel guests
it is a win-win sitauation. and attract local customers, turning
them into loyal pattrons.
- a continuous process of training,
assistance, and guidance is provided. - There is no business without risk
a two – way channnels of commu- and franchising does not guarantee
nication is maintaned at all times. you success, but it does provide tools
for success.
- Conversion franchising
- When you buy a franchise, you
- in conversion franchising, an owner buy identity. You are allowed to
of an existing business decide to be- imitate the inventors brilliance.
come a franchisee by associating
with franchisor. it can prove finan- - Many franchisors maintain perma-
cially beneficial for both parties. nent research and development de-
partments. The fruits of these efforts
- Conversion strategy – rebronjas are shared with the franchisees.
Balkan Best strategy.
- Franchisee selection and recrutment
- rebronjas Balkan Best concept is can become a difficult task and fran-
unique and has a potential for success. chisors have to be extremely careful
While the concept is a fantastic op- in their selection.
portunity for many, it may not be
for everyone. You must have com- - The most important characteristics
mitment, capital and capability, and is active „hands-on“ involment of a
it is „hands - on“ business that you franchisee in the business.
must do.
- Without a franchise no business can
- offering more than one best selling hope to succeed.
product allows you to „eliminate
the veto vote“ and give your con- - Franchise is a proprietary way of
sumers a „wow“ experience. doing the business that differenti-
ates your business from everyone
- rebronjas Balkan Best is a leader in elses or, simply, your unique way
the „Breakfast, Lunch and dinner“ of doing business.
segment, and can help make your
restaurant more profitable. We are - The simplest way to get started fran-
employing the latest restaurant ino- chising is to find a franchisee.

- Consumers truly prefer to buy the
brands they like. Every business

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Muradinove mudrolije

need to know to create a valuable - The franchise prototype is a place
brand. to concieve and perfect the system
to find out what works because
- if you build a business that consumers you have worked it.
like and trust, your reputation mekes
it easier for them to emotionally con- - The franchise prototype is a bal-
nect with your brand. anced model that will satisfy the
entrepreneur, the manager and the
- Get busy now and build a brand technician all at once.
name.
- all work in the model will be docu-
- realize the power of branding and mented in operation manuals. doc-
focus on building your brand, even umentation says, „This is how we
if yours is just a neighborhood busi- do it here“!
ness.
- What will you do in your model is
- Goals are good, but building a brand not nearly as important as doing
is better. The brand takes away the what you do the same way, each
customers risk. They know what to and every time.
expect.
O ljudskim resursima
- developing a good name, a good
reputation, and a good brand will - american employer is becoming
add value to your business and profit leaner and determined to stay that
to your bottom line. way. Gone are the days of offering a
postion to a qualified applicant. To-
- The memories of past experiences, day and for many tomorrows to
the confidence in the product, the come, only the best qualified can-
knowledge of what to expect, all be- didate for each opening will get
come favorable impressions locked the job.
in the consumers minds.
- in today s knowledge – based econ-
- a concept need testing and retesting omy, only masters survive. So, our
before it is suitable for franchising. new strategy must be to act as „mas-
ters – in – progress“. We must never
- Many people elect to purchase a
franchise from a company that is es-
tablished already.

- The franchisee learned not only how
to make products but how to run
the system that makes the products.

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