CB301 Restaurant Concepts and Management

1 Running head: CULINARY MANAGEMENT
Culinary Management
Part 3
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Author Note

CULINARY MANAGEMENT
Restaurant Menu as a strategic tool:
According to Tucker (2011), it has been mentioned that a good restaurant menu
design plays an integral part in the promotion of business. An ideal menu design specifically
reflects the theme of the restaurant coupled with the personality of the eatery (Kayl et
al.,2017) . It has also been said in this regard that an ideal menu specifically serves as a
critical platform to promote the brand of the restaurant and keep it fresh within the mind of
the customers. It is exceedingly important to create an efficient menu that clearly reflects the
service aim of the restaurant in a sophisticated manner so as to grab the attention of the
customers that would make them visit the place again and recommend it to their
acquaintances. It should further be noted here that the menu card provides a vivid insight to
the wide range of the delicacies being served at the restaurant. The menu card serves as a
medium of evoking an everlasting response in the mind of the customers and hence it is
advised to make it as attractive as possible. Prior to determining a menu design, it is
exceedingly important to take note of a few extrinsic and intrinsic factors (McDermott et al.,
2013). The extrinsic factors comprise of performing a thorough and extensive market
research. The vital factors that must be critically taken note of while conducting an extensive
market research incorporate considering the following points:
What is unique in the menu offered by the restaurant against other restaurants
available within the similar geographical area?
What are the delicacies offered that are in common with other eateries present within
the adjoining area?
What is the basis of menu pricing?
Is there any specific variation that the restaurant could possibly offer in comparison
with the other restaurants within the same area?

CULINARY MANAGEMENT
Critical consideration of these aspects that can help in effective designing of a suitable
menu for the restaurant. Further, comparison of intrinsic factors such as skill level of the
employees engaged in providing service, budget plan, expenditure and available resources
are also vital components that must not be ignored while designing a menu.
It should be typically noted here that the restaurants make use of the menu cards to
present a linkage with the theme and concept of the restaurants. This has been reported as
an effective brand promotion strategy. For instance, The ‘Dragon Restaurant’ in New
Zealand is one of the most elite Chinese restaurant that serves authentic Chinese cuisine.
The restaurant typically makes use of an effective menu coupled with a presentation of
exotic Chinese dishes that attract the attention of the customers to a great extent. Further
the back portion of the menu card contains details about the Chinese zodiac sign that
further makes the customers intrigued. In the same manner the menu card of authentic
theme-based restaurants present an excellent feel about the intricate delicacy being
offered and at the same time also help in gaining consumer attention. According to (),
customer perception of an entity can be considered directly proportional to impact elicited
by the first impression. This accounts for the major reason why restaurants serving a
particular cuisine often mimic the regional flavour in the cuisine, ambience and the menu
card. Characteristically, the menu card often comprises of dishes with regional names and
an attached description that highlights the regional herbs and condiments used to prepare
the dish. The primary intention is to create a long lasting impression that would maximise
customer satisfaction experience and at the same time enhance brand endorsing so as to
gain maximum consumer attention.