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WACS Global Certified Master Chef, Fred Raynaud, shares insight and wisdom in this cutting edge book on concept development and restaurant design. Fred Raynaud tackles the subject of concept development & design and teaches the culinarian how to harness their inner designer and bring to life their concept. The Chef Architect takes you on the journey from ideation and product branding to design, development, and construction. In this updated 2nd edition, Fred Raynaud explores ideas in New Product Development, Research & Development, menu engineering, ideation, and kitchen design.

"Breakthrough begins with the foundation of desire and the pursuit of 'WOW,' the visualization of the end of the game where you win… it is the end zone dance, the standing ovation, the silence of a crowed so moved by the performance they become speechless…."

Fred Raynaud,WCMC, is not your typical culinary professional. Rather, he is a creative force, brand evangelist, and strategic administrator. With 40 years driving culinary excellence, Fred Raynaud supports corporate brand initiatives by strengthening organizational infrastructure to drive a path of future-centric growth and change management.

This book is for the culinary professional that desires to hone their skill in restaurant design and concepting.