Menu Planning

This report discusses the process of menu planning in the restaurant industry, focusing on the importance of cost considerations and product considerations. It includes a review of The Ledbury Restaurant menu.

MENU PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................1
Menu Review..........................................................................................................................1
Cost Consideration in menu planning....................................................................................2
Different Product need to be consider in menu planning.......................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Menu planning is the process of deciding what you will eat for each meal, including main
dishes, side dishes, and desserts. This report highlights review of The Ledbury Restaurant
menu. Than report explain cost consideration in planning menu of restaurant. Than report
explain different consideration which has to consider by restaurant in planning menu.
Menu Review
The Ledbury is one of the developing restaurant in the London region of UK. A La carte menu
of the restaurant has been reviewed. The Ledbury Looks at providing different type of dishes to
customer. La carte make it more easy as costumer can buy single dishes from the menu.
 Pricing : After going through the menu of the restaurant the strategy which have been
adopted by The Ledbury is depend on the demand and on the trends prevail in the
market , it also depends on the pricing strategies being adopted by the competitors. Each
dish have different prices which is determined by the percentage of profit a firm include
in the cost of the product (Seyitoglu, 2017) . Dishes which are mostly preferred by
consumers are expensive as compared to other dishes.
 Menu costing : cost of each dish in menu is mainly determine by some factors of ....
main factor which effect the cost is the cost per dish , to determine the cost per dish
restaurant used to determine the cost of ingredients and multiply the same with dishes
sold weekly. Cost of ingredient is determine by adding the overhead cost, wages of the
chef, per unit cost of the dishes. Marketing, goodwill, taxes are some factors determining
the cost of menu.
 Menu designing : This is mainly done to attract more customers. After going to the
menu it had found out that restaurant has paid attention towards the design of the menu.
Restaurant had used various Colors in the menu , they have made different section to
differentiate food. It made easy for costumer to choose from the sections. They have also
used different sign and symbol in menu for the dishes which are specially made in their
restaurant. This will create a positive impact in the mind of costumer. Also The Ledbury
has defined different ingredients which have been used for preparing dishes. This create
clear image of the dish in front of customer (Din, Zahari, and Shariff, 2017).
1

Cost Consideration in menu planning
Cost consideration is considered as an important factor while determining the price of the dishes.
It refers to examine all the aspect before fixing the price. The following point clearly explain the
need of cost consideration in menu planning:
 Competitive advantages: The main factor which affects the choice of the customer is
cost. So cost consideration is done to gain the competitive advantage in the market.
Consumer mainly buy product which provide good sort of value to them. Restaurant does
cost consideration to keep the cost low as compare to competitors.
 Designing menu: before deciding price of any dish organization should cover the total
cost of every aspect of the dish. While designing menu of the organization cost
consideration is important as it help us in determining the total intermediate cost.
Food and beverage industry get to know about the importance of cost consideration in following
ways:
 Customer Attraction: Customers generally prefer the product which is low in cost. Cost
consideration help in providing good quality product at a reasonable price to the
customer. This attracts the eye of the customer in market.
Different Product need to be consider in menu planning
Product variant: It is the first think which need to be consider by the restaurant while
planning menu in for restaurant. Restaurant has to make sure that they are offering good variant
of product to consumer so that all the consumer in market, can easily able to satisfy different
need of customer in the market. As all the customer always love to have good variant menu in
the restaurants.
Customer need and preference: Menu planner also has to make sure that they are
considering customer need and preference in the market, before planning menu for the restaurant
reason behind the same is identified that it will help the planner in identifying the dishes which
they have to highlight in the menu to attract larger number of the consumer in the market. This
will also help the restaurant in getting good idea of different pricing strategy (Gottschall,
Gultek and Heroux, 2018).
Anticipate special needs: while deciding religion and medical facilities, they should keep
in mind the additional needs of the guest. Many guest may follow a strict diet and each person
2

have different dietary requirements which should be maintained by the planner. So event planner
should know such requirements earlier so that catering manager can address those needs before
the actual event.
Seasonal and local fresh items : while deciding the menu of the event planner should do proper
investigation regarding the season and the available of the food items at the locations of the
event . Region and location of the event is also the important factor which have impact on the
menu. Planner should include the regional and ethnic dishes of the locations of the event which
make menu more attractive to guest (Ghafarian, Kafipour and Soori, 2016).
CONCLUSION
The report conclude that menu of The Ledbury restaurant is designed in a way that it used
to help the company. Than report conclude that there are many different requirement and benefit
of cost consideration. Then report goes on to conclude that different consideration which need to
be consider by planner of different menu in the restaurant.
3

REFERENCES
Books and Journals
Seyitoglu, F., 2017. Components of the menu planning process: the case of five star
hotels in Antalya. British Food Journal.
Din, N., Zahari, M. S. M. and Shariff, S. M., 2017. Nutritional labelling in Malaysian full
service restaurant menu. Journal of ASIAN Behavioural Studies. 2(2). pp.47-55.
Gottschall, R., Gultek, M. and Heroux, L., 2018. Similarities and Differences in US and
Canadian Restaurant Marketing Strategies: A Cross-Border Analysis of Menu
Offerings.Journal of Tourism and Hospitality Management. 6(1). pp.1-8.
Ghafarian, M., Kafipour, R. and Soori, A., 2016. Domestication and Foreignisation
Strategies in Restaurant Menu Translation.Pertanika Journal of Social Sciences
& Humanities. 24(4).
4