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I can’t remember where I first saw this picture, but regardless – I found it so telling of the soul of a restaurant worker. Far too often, we assess people based on face value – our first impressions that are sometimes true, but oftentimes – misleading. MORE
I have been privileged to work in kitchens all my life as a prep cook, line cook, and chef. I have built a reasonable set of technical skills along the way, and have learned – through trial and error, how to become a better than average chef and manager of kitchen operations. MORE
The best things in life are never easy, and with your career, if you truly want to reach for that rewarding chef position or chef/owner opportunity then it is essential that you set your goals, chart a course of action, stay true to the end game, and know that it will take time and considerable effort to get there. There really are no shortcuts if you want to do it right. There is far too much to learn, far too much to know, and far too many mistakes to make along the way for you to approach your career in any other way. [] BECOMING A GREAT COOK IS A LIFELONG PURSUIT. Understanding the foundations of cooking is the price of admission. Every other style of cooking and every tradition behind ethnic interpretation is based on understanding steps and methods. However, there are so many nuances that define how a group of people define “their” cooking that requires ingredient knowledge, variations in process, taste and flavor, and the essentials of presentation that any serious cook can invest decades attempting to master just one definitive cuisine. Great chefs go beyond being general practitioners – great chefs are true believers and authentic replicators of numerous iterations of a style of cooking. This takes more time than any of us have. [] APPRECIATION OF DIFFERENT CULTURES – A GATEWAY TO GREAT COOKING. Behind the skills associated with a particular cuisine, great chefs invest the time to understand the people, the history, the geographic and political challenges faced by a population, the traditions and socio-economic barriers that loom over a people, and the flavor sensitivity that defines how cooking in a certain area evolved. All of these factors combine to result in food prepared, as it should. This is why a recipe is of little value without the soul behind its use. [] UNDERSTANDING PEOPLE. Career chefs are seasoned psychologists who access their appreciation of various cultures, their empathy with firmness, and their ability to listen and process what others have to offer, as part of their being. These appreciations and skills are what truly separate a cook from a chef. A chef must be a leader and a leader must have followers. When a chef strives to understand people then followership is a natural byproduct. [] BUSINESS ACUMEN IS YOUR SPECIAL SKILL. In the end, it is a chefs ability to operate a business, manage the processes, control costs, drive sales and build a business brand, inspire others to pay attention to the details, strive for consistency, and act in accordance with those analytics that point to patterns of success or failure, that set the stage for long-term success. This does not come easily – it takes time to develop “business eyes”. [] BELIEVE THAT COMMUNICATION SKILLS ARE ESSENTIAL. When a person sets a course for career success, he or she quickly comes to realize that the ability to effectively communicate through writing, public speaking, use of technology, and even proper use of body language will set the stage for strong, positive relationships between the position of chef and all stakeholders who come in contact with the person holding that position. [] THERE IS NO SUBSTITUTE FOR EXPERIENCES. This statement goes beyond the singular “experience” as it refers to time in a position – this points to engagement in unique experiences (good and not so good) that build resilience, problem-solving ability, perspective, and control over reactionary responses that build a strong leader, an effective chef. The best decisions come from action based on reflection of how a challenge unfolded in the past, how another individual responded to a similar challenge in the past, and the knowledge of how action impacts on other aspects of the business and the lives of those involved. [] BE A STUDENT, BECOME A TEACHER. The number of birthdays that a chef has certainly sets the stage for success, but what is more important is how the chef spent the time behind those birthdays. When a cook is open to learning, open to critique, open to observation and listening, and open to admitting what he or she doesn’t yet know, then a clear path towards career growth becomes evident. Once in the position of chef, it then becomes essential that the person gives back and helps others through that process of learning. [] BECOME A SERVICE PIONEER. When various chefs are observed and assessed on their ability to adequately fill the shoes of the position, it is clear that the ability to understand what it means to serve is at the core of success. Chefs must understand that service means to not just provide what people need and want, it infers that the chef understands what people will want before they even ask. Service requires constant observation and evaluation that will help with understanding and anticipation. Meeting expectations in a service centric economy is only the beginning – great chefs are focused on exceeding expectations of service to both external stakeholders (guests) and internal stakeholders (employees, owners, vendors, etc.). [] WHEN OPPORTUNITY KNOCKS. If you are serious about building a career that is rich and influential then a cook must grab onto opportunities along the way that will help to build the skills, aptitudes and experiences that lead to success. Work for those who can teach, work in operations that build a resume, travel to new locations that allow you to connect with people of various cultures, take positions that you are ready for but will push your abilities to their limit, and take on a process of learning that fills in the gaps along the way. [] KNOW WHAT SUCCESS MEANS TO YOU. Finally, know that success is something that is unique to the individual. To some, success refers to a title, a company, the breadth of responsibility that falls on their shoulders, salary, the chance to build personal brand, ownership, or networking with a certain group of like professionals; while to others it connects to living in a particular area, or gaining a feeling of self-worth that connects to a well-defined philosophy or belief structure. Whatever works for you should be based on how you define “success”. Know what it is, create a roadmap, be patient, and invest in the process of getting there. As yourself every day: “Is what I’m doing right now, bringing me any closer to achieving my goals?”. PLAN BETTER – TRAIN HARDER. Harvest America Ventures, LLC. Restaurant Consulting. www.harvestamericaventures.com. www.harvestamericacues.com BLOG. Uncategorized chef cooks career culinary career restaurants MORE
There are chefs and there are chefs. Some hold the title while others have earned the title. So what is the difference? I have always been blessed to count a significant number of true chefs as friends. These are people who everyday exemplify what it means to be great at what they do. MORE
The countdown has begun! You found the perfect property in your ideal location… and it was reasonably priced. Your dream is about to come true. You’re going to manage your very own restaurant. It will be your signature dishes highlighted in your carefully crafted menu. MORE
The restaurant industry is large, complicated and growing rapidly. On the other, it’s tough to make the restaurant successful as consumer tastes and restaurant formats are changing rapidly. The Restaurant is a type of business where being a technophobe can not work. MORE
A top-notch customer experience. In this day and age it’s impossible to imagine the food & restaurant industry without delivery. Having food delivered to customers is a whole new way to order, experience and enjoy food. MORE
With the whole restaurant industry getting on the delivery bandwagon, you may be feeling the heat and wondering if it’s time to jump on yourself. But is food delivery worth the investment? How much effort does it take? MORE
In the Weeds? Every business has its jargon, and the restaurant world is no different. Whether you’re a hands-on manager or stop by your store every once in a while, your staff needs to trust your expertise and you need to know the lingo that proves you’re a pro. MORE
The National Association of Convenience Stores Show is the hub of all things that move and influence the convenience store industry. MORE
As an owner or manager , you should always be looking for ways to improve the way you work. But that’s only half the equation for a successful business. You also need to focus on areas of improvement for employees. MORE
In many industries, the night shift is a necessary part of the regular workday. Businesses operate through the night to produce as much volume as possible and meet the demands of the market. MORE
Customer Retention Is a Powerful Business Tactics To attract first-time diners, restaurant owners do anything from marketing to branding to offering discount vouchers. But getting new clients and retaining them are two very different things. There are many upsides to having brand-loyal customers. MORE
The countdown has begun! You found the perfect property in your ideal location… and it was reasonably priced. Your dream is about to come true. You’re going to manage your very own restaurant. It will be your signature dishes highlighted in your carefully crafted menu. MORE
The restaurant industry is large, complicated and growing rapidly. On the other, it’s tough to make the restaurant successful as consumer tastes and restaurant formats are changing rapidly. The Restaurant is a type of business where being a technophobe can not work. MORE
full circle.jpg. Author(s): Roger Morris. Teaser: Annual beverage conference features informative seminars and networking over great wines. It began with finding hidden gems and ended in trying to discern what we know and don’t know about spontaneous fermentations. MORE
20190824_091453.jpg. Author(s): Penny Weiss. Teaser: Wines you can enjoy all year long! Photo credit: Penny Weiss. Simply put, I love Susana Balbo wines. So, when I recently received four bottles of her CRIOS brand, I was quite pleased. MORE
Want to boost your restaurant marketing? Use psychology. The result? More guests. It’s that simple. We’ll look at some great psychological techniques you can use. Psychological techniques can give your restaurant marketing an effective boost. MORE
Baristas are an essential part of the success or failure of your coffee shop, and their wages likely make up a large part of your business costs. But how do you determine what’s a fair rate of pay for a barista? MORE
When people first get into bar ownership, there’s no instruction manual for how to manage the finances of a company. Bar Management Restaurant Operations MORE
So you made it through part 1 of the guide , where we learned about buying a food truck, and choosing the best spots, and through part 2 where we dealt with limited storage and suppliers, and coming up with delicious menu offerings. MORE
In the hospitality industry, your career has a multitude of potential paths and it's not like any other industry because your success is directly linked to the work you put into every day. The hospitality industry is massive and covers a range of various sectors under the umbrella of hospitality. MORE
BY DRUE TOWNSEND Heat up your business The restaurant industry is expected to reach $863 billion in sales in 2019 and it’s up to individual operators to determine how big their slice of the pie is. MORE
No one will deny it; working in a restaurant is tough. There are the long hours on your feet, the unexpected rush of diners, the last-minute callouts, and the customers you just can't seem to please. MORE
Anyone who’s worked (or even stepped foot) in a restaurant knows how important effective kitchen management is. Yes, the back of house (BOH) is where food is prepped, cooked, and plated, but it’s also where chaos can quickly ensue if roles, responsibilities, and tasks aren’t communicated well. MORE
Australia’s restaurant elite have been crowned at the Good Food Guide 2020 Awards in Brisbane. Every day we are fortunate enough to witness the passion, creativity, and dedication driving our industry. MORE
Every great restaurant has many parts that contribute to its success: delicious food, excellent customer service, an inviting atmosphere, and competent staff. But restaurant management is the glue that holds it all together. MORE
Clean Juice is the first and only USDA-certified organic Juice Bar franchise in the United States, serving a deliciously fresh menu of cold-pressed juices to protein smoothies, to avocado toast, and more. MORE
Yesterday, several members of the xtraCHEF team attended the NYC Restaurant Technology Summit hosted by CohnReznick and the NYC Hospitality Alliance. The event gathered industry experts, investors, operators, and technology professionals for a day of networking and thought-provoking presentations. MORE
Disclaimer: The information contained in this article is general in nature and businesses should consider whether the information is appropriate to their needs. MORE
MCLEAN, Va. and Santo Domingo – September 5th, 2019 – Hilton (NYSE: HLT) announced the appointment of María Del Carmen Bonarelli as executive chef of Embassy Suites by Hilton Santo Domingo’s Agatha Restaurant. MCLEAN, Va. MORE
Customer Retention Is a Powerful Business Tactics To attract first-time diners, restaurant owners do anything from marketing to branding to offering discount vouchers. But getting new clients and retaining them are two very different things. There are many upsides to having brand-loyal customers. MORE
The extraction of your new single origin espresso is off: what do you do? Adjust the dose? Grind size? Water temperature? Or perhaps it’s about pressure, water composition, or something else altogether. . MORE
From the coffee cart operator to the ritziest restaurant in town, every business owner in the hospitality industry has their own way of doing things. Whether it’s cleaning, designing menus or ringing up sales, hospitality lives and breathes process every second of the day. MORE
The Importance of Your Restaurant Location There are many things to consider when choosing a restaurant location. For a perfect match, restaurant owners need to undertake serious research. MORE
Reserve Tastings Wine Company has taken the guesswork out of pairing wine with music with their exclusive wine club. Although you may be aware of the intricacies of pairing wine with food, have you thought about pairing wine with music? MORE
Culinary Cues
SEPTEMBER 14, 2019
There are chefs and there are chefs. Some hold the title while others have earned the title. So what is the difference? I have always been blessed to count a significant number of true chefs as friends. These are people who everyday exemplify what it means to be great at what they do.
iSanté
SEPTEMBER 18, 2019
virginiaspirits-org_orig.jpeg. Author(s): Penny Weiss. Teaser: The origins of American spirits in America featuring a taste of A. Smith Bowman's magical bourbon.
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Social Hospitality
SEPTEMBER 3, 2019
Want to boost your restaurant marketing? Use psychology. The result? More guests. It’s that simple. We’ll look at some great psychological techniques you can use. Psychological techniques can give your restaurant marketing an effective boost.
7 Shifts
SEPTEMBER 19, 2019
Every great restaurant has many parts that contribute to its success: delicious food, excellent customer service, an inviting atmosphere, and competent staff. But restaurant management is the glue that holds it all together.
Deliverect
SEPTEMBER 2, 2019
With the whole restaurant industry getting on the delivery bandwagon, you may be feeling the heat and wondering if it’s time to jump on yourself. But is food delivery worth the investment? How much effort does it take?
Marketman
SEPTEMBER 1, 2019
The countdown has begun! You found the perfect property in your ideal location… and it was reasonably priced. Your dream is about to come true. You’re going to manage your very own restaurant. It will be your signature dishes highlighted in your carefully crafted menu.
Culinary Cues
SEPTEMBER 7, 2019
I can’t remember where I first saw this picture, but regardless – I found it so telling of the soul of a restaurant worker. Far too often, we assess people based on face value – our first impressions that are sometimes true, but oftentimes – misleading.
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Restaurateur Connection brings together the best content for restaurateur professionals from the widest variety of industry thought leaders.
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Cheetah
SEPTEMBER 4, 2019
In the Weeds? Every business has its jargon, and the restaurant world is no different. Whether you’re a hands-on manager or stop by your store every once in a while, your staff needs to trust your expertise and you need to know the lingo that proves you’re a pro.
7 Shifts
SEPTEMBER 25, 2019
Anyone who’s worked (or even stepped foot) in a restaurant knows how important effective kitchen management is. Yes, the back of house (BOH) is where food is prepped, cooked, and plated, but it’s also where chaos can quickly ensue if roles, responsibilities, and tasks aren’t communicated well.
Perfect Daily Grind
SEPTEMBER 19, 2019
The extraction of your new single origin espresso is off: what do you do? Adjust the dose? Grind size? Water temperature? Or perhaps it’s about pressure, water composition, or something else altogether. .
Transact
SEPTEMBER 6, 2019
The National Association of Convenience Stores Show is the hub of all things that move and influence the convenience store industry.
Culinary Cues
SEPTEMBER 26, 2019
The best things in life are never easy, and with your career, if you truly want to reach for that rewarding chef position or chef/owner opportunity then it is essential that you set your goals, chart a course of action, stay true to the end game, and know that it will take time and considerable effort to get there. There really are no shortcuts if you want to do it right. There is far too much to learn, far too much to know, and far too many mistakes to make along the way for you to approach your career in any other way. [] BECOMING A GREAT COOK IS A LIFELONG PURSUIT. Understanding the foundations of cooking is the price of admission. Every other style of cooking and every tradition behind ethnic interpretation is based on understanding steps and methods. However, there are so many nuances that define how a group of people define “their” cooking that requires ingredient knowledge, variations in process, taste and flavor, and the essentials of presentation that any serious cook can invest decades attempting to master just one definitive cuisine. Great chefs go beyond being general practitioners – great chefs are true believers and authentic replicators of numerous iterations of a style of cooking. This takes more time than any of us have. [] APPRECIATION OF DIFFERENT CULTURES – A GATEWAY TO GREAT COOKING. Behind the skills associated with a particular cuisine, great chefs invest the time to understand the people, the history, the geographic and political challenges faced by a population, the traditions and socio-economic barriers that loom over a people, and the flavor sensitivity that defines how cooking in a certain area evolved. All of these factors combine to result in food prepared, as it should. This is why a recipe is of little value without the soul behind its use. [] UNDERSTANDING PEOPLE. Career chefs are seasoned psychologists who access their appreciation of various cultures, their empathy with firmness, and their ability to listen and process what others have to offer, as part of their being. These appreciations and skills are what truly separate a cook from a chef. A chef must be a leader and a leader must have followers. When a chef strives to understand people then followership is a natural byproduct. [] BUSINESS ACUMEN IS YOUR SPECIAL SKILL. In the end, it is a chefs ability to operate a business, manage the processes, control costs, drive sales and build a business brand, inspire others to pay attention to the details, strive for consistency, and act in accordance with those analytics that point to patterns of success or failure, that set the stage for long-term success. This does not come easily – it takes time to develop “business eyes”. [] BELIEVE THAT COMMUNICATION SKILLS ARE ESSENTIAL. When a person sets a course for career success, he or she quickly comes to realize that the ability to effectively communicate through writing, public speaking, use of technology, and even proper use of body language will set the stage for strong, positive relationships between the position of chef and all stakeholders who come in contact with the person holding that position. [] THERE IS NO SUBSTITUTE FOR EXPERIENCES. This statement goes beyond the singular “experience” as it refers to time in a position – this points to engagement in unique experiences (good and not so good) that build resilience, problem-solving ability, perspective, and control over reactionary responses that build a strong leader, an effective chef. The best decisions come from action based on reflection of how a challenge unfolded in the past, how another individual responded to a similar challenge in the past, and the knowledge of how action impacts on other aspects of the business and the lives of those involved. [] BE A STUDENT, BECOME A TEACHER. The number of birthdays that a chef has certainly sets the stage for success, but what is more important is how the chef spent the time behind those birthdays. When a cook is open to learning, open to critique, open to observation and listening, and open to admitting what he or she doesn’t yet know, then a clear path towards career growth becomes evident. Once in the position of chef, it then becomes essential that the person gives back and helps others through that process of learning. [] BECOME A SERVICE PIONEER. When various chefs are observed and assessed on their ability to adequately fill the shoes of the position, it is clear that the ability to understand what it means to serve is at the core of success. Chefs must understand that service means to not just provide what people need and want, it infers that the chef understands what people will want before they even ask. Service requires constant observation and evaluation that will help with understanding and anticipation. Meeting expectations in a service centric economy is only the beginning – great chefs are focused on exceeding expectations of service to both external stakeholders (guests) and internal stakeholders (employees, owners, vendors, etc.). [] WHEN OPPORTUNITY KNOCKS. If you are serious about building a career that is rich and influential then a cook must grab onto opportunities along the way that will help to build the skills, aptitudes and experiences that lead to success. Work for those who can teach, work in operations that build a resume, travel to new locations that allow you to connect with people of various cultures, take positions that you are ready for but will push your abilities to their limit, and take on a process of learning that fills in the gaps along the way. [] KNOW WHAT SUCCESS MEANS TO YOU. Finally, know that success is something that is unique to the individual. To some, success refers to a title, a company, the breadth of responsibility that falls on their shoulders, salary, the chance to build personal brand, ownership, or networking with a certain group of like professionals; while to others it connects to living in a particular area, or gaining a feeling of self-worth that connects to a well-defined philosophy or belief structure. Whatever works for you should be based on how you define “success”. Know what it is, create a roadmap, be patient, and invest in the process of getting there. As yourself every day: “Is what I’m doing right now, bringing me any closer to achieving my goals?”. PLAN BETTER – TRAIN HARDER. Harvest America Ventures, LLC. Restaurant Consulting. www.harvestamericaventures.com. www.harvestamericacues.com BLOG. Uncategorized chef cooks career culinary career restaurants
iSanté
SEPTEMBER 9, 2019
Event date: October 26, 2019 (All day). Washington, DC – Old Ebbitt Grill is pleased to announce a new date and venue for its 25th annual Oyster Riot.
Cheetah
SEPTEMBER 8, 2019
Customer Retention Is a Powerful Business Tactics To attract first-time diners, restaurant owners do anything from marketing to branding to offering discount vouchers. But getting new clients and retaining them are two very different things. There are many upsides to having brand-loyal customers.
7 Shifts
SEPTEMBER 9, 2019
Disclaimer: The information contained in this article is general in nature and businesses should consider whether the information is appropriate to their needs.
Sling
SEPTEMBER 23, 2019
In many industries, the night shift is a necessary part of the regular workday. Businesses operate through the night to produce as much volume as possible and meet the demands of the market.
Bingage
SEPTEMBER 26, 2019
The restaurant industry is large, complicated and growing rapidly. On the other, it’s tough to make the restaurant successful as consumer tastes and restaurant formats are changing rapidly. The Restaurant is a type of business where being a technophobe can not work.
Culinary Cues
SEPTEMBER 5, 2019
I have been privileged to work in kitchens all my life as a prep cook, line cook, and chef. I have built a reasonable set of technical skills along the way, and have learned – through trial and error, how to become a better than average chef and manager of kitchen operations.
iSanté
SEPTEMBER 9, 2019
MCLEAN, Va. and Santo Domingo – September 5th, 2019 – Hilton (NYSE: HLT) announced the appointment of María Del Carmen Bonarelli as executive chef of Embassy Suites by Hilton Santo Domingo’s Agatha Restaurant. MCLEAN, Va.
Cheetah
SEPTEMBER 9, 2019
So you made it through part 1 of the guide , where we learned about buying a food truck, and choosing the best spots, and through part 2 where we dealt with limited storage and suppliers, and coming up with delicious menu offerings.
7 Shifts
SEPTEMBER 3, 2019
No one will deny it; working in a restaurant is tough. There are the long hours on your feet, the unexpected rush of diners, the last-minute callouts, and the customers you just can't seem to please.
Sculpture Hospitality
SEPTEMBER 4, 2019
When people first get into bar ownership, there’s no instruction manual for how to manage the finances of a company. Bar Management Restaurant Operations
Bingage
SEPTEMBER 26, 2019
The restaurant industry is large, complicated and growing rapidly. On the other, it’s tough to make the restaurant successful as consumer tastes and restaurant formats are changing rapidly. The Restaurant is a type of business where being a technophobe can not work.
Sling
SEPTEMBER 30, 2019
As an owner or manager , you should always be looking for ways to improve the way you work. But that’s only half the equation for a successful business. You also need to focus on areas of improvement for employees.
iSanté
SEPTEMBER 9, 2019
full circle.jpg. Author(s): Roger Morris. Teaser: Annual beverage conference features informative seminars and networking over great wines. It began with finding hidden gems and ended in trying to discern what we know and don’t know about spontaneous fermentations.
Cheetah
SEPTEMBER 8, 2019
Customer Retention Is a Powerful Business Tactics To attract first-time diners, restaurant owners do anything from marketing to branding to offering discount vouchers. But getting new clients and retaining them are two very different things. There are many upsides to having brand-loyal customers.
7 Shifts
SEPTEMBER 10, 2019
Clean Juice is the first and only USDA-certified organic Juice Bar franchise in the United States, serving a deliciously fresh menu of cold-pressed juices to protein smoothies, to avocado toast, and more.
Deliverect
SEPTEMBER 5, 2019
A top-notch customer experience. In this day and age it’s impossible to imagine the food & restaurant industry without delivery. Having food delivered to customers is a whole new way to order, experience and enjoy food.
Kounta
SEPTEMBER 2, 2019
From the coffee cart operator to the ritziest restaurant in town, every business owner in the hospitality industry has their own way of doing things. Whether it’s cleaning, designing menus or ringing up sales, hospitality lives and breathes process every second of the day.
50 Mistakes
SEPTEMBER 27, 2019
BY DRUE TOWNSEND Heat up your business The restaurant industry is expected to reach $863 billion in sales in 2019 and it’s up to individual operators to determine how big their slice of the pie is.
iSanté
SEPTEMBER 5, 2019
20190824_091453.jpg. Author(s): Penny Weiss. Teaser: Wines you can enjoy all year long! Photo credit: Penny Weiss. Simply put, I love Susana Balbo wines. So, when I recently received four bottles of her CRIOS brand, I was quite pleased.
Cheetah
SEPTEMBER 10, 2019
The Importance of Your Restaurant Location There are many things to consider when choosing a restaurant location. For a perfect match, restaurant owners need to undertake serious research.
Xtra Chef
SEPTEMBER 25, 2019
Yesterday, several members of the xtraCHEF team attended the NYC Restaurant Technology Summit hosted by CohnReznick and the NYC Hospitality Alliance. The event gathered industry experts, investors, operators, and technology professionals for a day of networking and thought-provoking presentations.
Marketman
SEPTEMBER 1, 2019
The countdown has begun! You found the perfect property in your ideal location… and it was reasonably priced. Your dream is about to come true. You’re going to manage your very own restaurant. It will be your signature dishes highlighted in your carefully crafted menu.
Kounta
SEPTEMBER 30, 2019
Australia’s restaurant elite have been crowned at the Good Food Guide 2020 Awards in Brisbane. Every day we are fortunate enough to witness the passion, creativity, and dedication driving our industry.
Typsy
SEPTEMBER 26, 2019
In the hospitality industry, your career has a multitude of potential paths and it's not like any other industry because your success is directly linked to the work you put into every day. The hospitality industry is massive and covers a range of various sectors under the umbrella of hospitality.
Perfect Daily Grind
SEPTEMBER 4, 2019
Baristas are an essential part of the success or failure of your coffee shop, and their wages likely make up a large part of your business costs. But how do you determine what’s a fair rate of pay for a barista?
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