HAT302: Food & Beverage Management - CAFÉ 63 Menu Review & Redesign

This report presents a comprehensive review and proposed redesign of the CAFÉ 63 menu. It begins by introducing the café, its location, and its current menu concept, characterizing it as a La Carte menu with a focus on drinks, snacks, breakfast, and meals. The review evaluates the menu's classif...Read More

CAFÉ 63 MENU REVIEW & REDESIGN 1
Café 63 Menu Review and Redesign
Name
Institution
Tutor
Course
Date of submission

CAFÉ 63 MENU REVIEW & REDESIGN 2
Café 63 Menu
Café 63 which steps from South Brisbane station is located on the Melbourne Street at the Heart
of West End. Its café fare is of high quality in the whole town of Brisbane. Its premium coffee
beverages, as well as the incredible breakfasts, has made the cafe to be known all over the city.
The café is open every day of the week which makes it a regular stopover for a drink or meal. On
Monday’s and Tuesday’s, it is open from 5.30 am to 4.00 pm while on Wednesday through
Sunday, it’s open from 5.30 am to 9.00 pm. The menu design and presentation that a café adopts
explains the operations of the restaurant and also determines its failure or success (Ozdemir and
Caliskan, p. 7). The Café 63 menu concept could be described as a La Carte Menu as the dishes
are typically arranged in courses (Hansen, Jensen, and Gustafsson, p. 191) and the amount of
each specified distinctly. The menu concept of a café is determined by the main product line that
is listed in the menu (Kincaid and Corsun, p. 229). For Café 63, drinks, snacks, sweets, breakfast,
extras, meals, and takeaways are the main product line they offer.
Café 63 menu review
The Café 63 has an extensive menu that provides various meals and drinks to the customers. The
Café 63 menu classification is into various sections which include; meals, drinks, kids, flowers,
snacks, sweets, breakfast, takeaways and extras-of which some are offered at no extra charge.
The main number of items provided is 37 but with several other items beneath. The nutritional
value of foods and drinks at Café 63 rates highest as compared to other cafes in the region. The
dishes are based on dietary contents present as they aim to provide healthy foods to the
customers (Kozup, Creyer, and Burton, p. 24). For instance, most of the juice offered are from
freshly squeezed fruits such as pineapple, watermelon, carrots, and tropical fruits which contains
all the necessary vitamins. To others, natural products such as mint are added, which enhances

CAFÉ 63 MENU REVIEW & REDESIGN 3
the nutritional value of the drinks. The breakfast contains whole grain and its gluten-free
(Fitzpatrick, Chapman, and Barr, p. 11). The meals delivered also, are seasonal and fresh that
covers all the nutritional preferences and taste for a diverse class of customers.
Current Café 63 menu
Café 63 menu redesign
The menu is supposed to capture the attention of the customers while bringing out the
restaurant’s personality. Therefore, menu engineering (Raab, Mayer, and Shoemaker, p. 217) is
of importance while designing a menu that will entice and catch the eye of the customers. The
present Café 63 menu has not utilized the psychological ploy such as the paradox of menu. The

CAFÉ 63 MENU REVIEW & REDESIGN 4
menu lacks entrees. It is also a silent menu that is deficient in captive lines and adjectives,
thereby failing to feed the imaginations of the customers (Reynolds, Merritt, and Pinckney, p. 5).
A captivating menu can tickle the taste buds thereby causing the customers spend more than they
had anticipated. Therefore, a more eye-catching menu can be proposed for the Café 43, whereby
the golden triangle design concept can be applied. Here, the menu items that have the highest
weight are placed in the middle since the eye gaze first rests at the center before roaming to other
regions. The menu also lacks color which significantly influences customer’s choice (Gustafsson
et al., p. 88). For instance, red and yellow are known to grab the attention while orange
stimulates appetite. Pricing of the meals (Bowen and Morris, p. 6) in the menu also will
determine whether the customers will go ahead and order or will be scared and leave without
ordering. Therefore, in redesigning the menu, it would be wise to indicate $9.99 as compared to
$10. A menu is a silent salesperson in any restaurant that determines sales (Pavesic, p. 5). A
properly designed and crafted menu would, therefore, go a long way in enhancing the whole
operations of the café 63.

CAFÉ 63 MENU REVIEW & REDESIGN 5
The redesigned menu of Café 63.
CAFÉ 63 MENU
Breakfast Snacks Drinks
Bacon & eggs
Val/ET…...…................7.99
BE/Kiwi………….......13.99
Sparky/Super Brat/Stephanie
rice.……………...7.99/11.99
French toast/Kayla…….5.99
Whole grain!! (Fibre-22%)
Gluten free!! (Proteins-35%)
Poutine………………...8.99
Sid Going Large……….8.99
Colin Meads…………...5.99
Buck Shelford……….…2.99
Garlic bread ……...4.99/5.99
Ann St……………...4.99/5.99
Juice bar
Orange & apple juice…….4.99/3.99
Freshly squeezed juice (watermelon,
pineapple, tropical fruit, carrot)
………………………......6.99/4.99
Smoothies
(mango, banana, berry…...6.99/4.99
Milk Shakes………….….4.99/3.99
Iced coffee, chocolate,
mocha…………………...6.99/4.99
Soft drinks (Coke, Sprite, Fanta)
…………….….…...…...........4.99
Tea/coffee…………...……….3.99
Wine………………………...29.99
All necessary vitamins, amino acids,
and other nutrients guaranteed!
Vitamins…75%
Sodium, sugars….7%
Meals
Blitzen…………….…...17.99
Prancer…………...….….17.99
Comet…………….........27.99
Rudolf…………….…...27.99
Dasher…………......…...35.99
Best Pork ribs served with
rustic fries/seasonal
vegetables/salads
Proteins………88%
Cholesterol……6%
Takeaways
Roll…………………...3.99
Wrap…………….…....3.99
Shooter………………...2.99
KK/FT/Tarzan………...5.99
Extras………………...0.99
All nutritional preferences
covered!
(Calories- 17%)
Proteins….67%

CAFÉ 63 MENU REVIEW & REDESIGN 6
Kent/Ascot.……….6.99/3.99
Professor(GF)…. ….….4.99
Darling………………...6.99
Roma/Darwin………....8.99
Sydney………………...8.99
Brunswick/Rainie……...8.99
Coronation……...….….8.99
Sugars…………67%
Calories………...55%
Sodium………….37%
Sweets
Extras
Awesome Extras at an affordable price!!
Others at no cost!!
Meals made with gluten and
nuts!!
Healthy meals!!

CAFÉ 63 MENU REVIEW & REDESIGN 7
References
Bowen, J.T., and Morris, A.J., 1995. Menu design: can menus sell. International Journal of
Contemporary Hospitality Management, 7(4), pp.4-9.
Café 63- http://cafe63.com.au/our-menus/
Café 63-West End- http://cafe63.me/
Fitzpatrick, M.P., Chapman, G.E. and Barr, S.I., 1997. Lower-fat menu items in restaurants
satisfy customers. Journal of the American Dietetic Association, 97(5), pp.510-514.
Gustafsson, I.B., Öström, Å., Johansson, J. and Mossberg, L., 2006. The Five Aspects Meal
Model: a tool for developing meal services in restaurants. Journal of Foodservice, 17(2), pp.84-
93.
Hansen, K.V., Jensen, Ø. and Gustafsson, I.B., 2005. Meal experiences of á la carte restaurant
customers. Scandinavian Journal of Hospitality and Tourism, 5(2), pp.135-151.
Kincaid, C.S., and Corsun, D.L., 2003. Are consultants blowing smoke? An empirical test of the
impact of menu layout on item sales. International Journal of Contemporary Hospitality
Management, 15(4), pp.226-231.

CAFÉ 63 MENU REVIEW & REDESIGN 8
Kozup, J.C., Creyer, E.H. and Burton, S., 2003. Making healthful food choices: the influence of
health claims and nutrition information on consumers’ evaluations of packaged food products
and restaurant menu items. Journal of Marketing, 67(2), pp.19-34.
Ozdemir, B. and Caliskan, O., 2014. A review of the literature on restaurant menus: Specifying
the managerial issues. International Journal of Gastronomy and Food Science, 2(1), pp.3-13.
Pavesic, D., 2005. The Psychology of Menu Design: Reinvent Your' Silent Salesperson' to
Increase Check Averages and Guest Loyalty, pp. 1-9.
Raab, C., Mayer, K. and Shoemaker, S., 2010. Menu engineering using activity-based costing: an
exploratory study using a profit factor comparison approach. Journal of Hospitality & Tourism
Research, 34(2), pp.204-224.
Reynolds, D., Merritt, E.A. and Pinckney, S., 2005. Understanding menu psychology: An
empirical investigation of menu design and consumer response. International Journal of
Hospitality & Tourism Administration, 6(1), pp.1-9.