Menu Planning and Creation for Food and Beverage Outlets

This assignment focuses on the importance of menu planning and creation for food and beverage outlets. It includes an evaluation of a restaurant's menu and a detailed consultancy report. It also discusses cost considerations and sustainable menu planning considerations. The assignment provides insights into menu design, pricing, costing, and profitability.

FOOD AND BEVERAGE
OPERATIONS MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Evaluation of one of the restaurant’s menu with detailed consultancy report in order to
evaluate the menu........................................................................................................................1
Cost considerations when planning and creating menus for food & beverage outlets................2
Analysis of sustainable menu planning considerations...............................................................2
CONCLUSION................................................................................................................................3
REREFENCES................................................................................................................................4

INTRODUCTION
Menu is one of the most important and main marketing tools for the organizations. It is
important for food and beverage outlets to focus on designing, planning and cost considerations
associated with the menu planning and creation (Din, Zahari and Shariff, 2017). This assignment
is based on a case scenario of Kelly Waldron who is engaged with Cornupia Corporation in
menu designing for new restaurants. She is required to design and plan menu of an English
restaurant. This assignment will lay emphasis on consultancy report of an restaurant’s menu,
Cost considerations when planning and creating menus and analysis of sustainable menu
planning considerations.
MAIN BODY
Evaluation of one of the restaurant’s menu with detailed consultancy report in order to evaluate
the menu
Consultancy report is a kind of report which is written by outside experts for an
organization that do not have expertise to treat the subject problem. Evaluation of the menu
includes its design, item placement, pricing, costing and profitability and many more. Various
top restaurants of UK before designing their menu and setting prices of their menu items first of
all they do analysis of their menu items i.e. which of them are frequently ordered by the
customers, which if them are liked by the customers the most, what kind of food items are their
speciality. On the basis of this analysis menu designing is done, prices of the food items are set
and costing is done accordingly. Here consultancy analysis of The English restaurant will be
done in order to understand their menu design, costing and pricing (Linassi, Alberton and
Marinho, 2016). They have divided their restaurant menu items in four parts i.e. in four panels:
starters, bar, breakfast, main menu items. They have designed their menu according to these
categories. They have one panel of breakfast in which they have included all the items of
breakfast that are served to the customers. They have also included the time period between
which breakfast to the customers is served. After that timing breakfast is not served to the
customers. Next panel is of soup and starters or the items that can be ordered separately by the
customers. They have only one panel of bar items in which both alcoholic and non-alcoholic
drinks have been included on the same panel but have been segregated accordingly. Them comes
the pricing part. All the dishes that are ordered by the customers frequently are placed at the top
of the menu. Prices of all the dishes are written side by side of the menu items. All the items that
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additionally order by the customers or is liked by them the most have additional charges if the
customer ordered them (Gottschall, Gultek and Heroux, 2018). Cost of all the dishes and
beverages have been set according to the competitive pricing strategy and in such a manner that
on all the dishes restaurant earns the profit of at least 15 percent.
Cost considerations when planning and creating menus for food & beverage outlets
Cost consideration is one of the most important part of menu planning. There are various
factors or considerations that are required to be considered while creating a menu of planning for
the same. These considerations helps in setting prices of the items in such a manner that food or
beverage outlet can cover all the overall expenses of the food or beverage item which is served to
the customers. First and the foremost consideration which is required to be focused on is cost of
ingredients. Considering cost of ingredients helps in balancing quantity and profit
simultaneously. Other than this expenses of all the kitchen utensils and kitchen staff members
should be included (Herranz, Jiang and Xu, 2016). Inclusion of their cost helps in balancing
profit and overall expenditure of the food and beverage outlet. Consideration of these things
while planning or creating a menu for the outlet helps the restaurant owner to balance cost of
their menu items such that they do not suffer loss and their overall profitability is increased.
However, there are many other factors there are required to be considered while planning and
creating a menu so that restaurant can ensure that prices of their food and beverage items are not
too high neither too low. This is mainly because too high prices of the food items will not attract
the customers and too low prices will do attract the customers but will not help the restaurant to
cover their expenses in a better manner. Restaurant need to consider an ideal food cost pricing
method they should divided their raw food items by ideal food cost percentage which is mostly
30 percent. In this 30 percent other cost of preparing the food is also covered. This helps the
restaurant to find cost which is required to be considered (Ghafarian, Kafipour and Soori, 2016).
In order to attract a greater number of customers they should also focus on competitive pricing
strategy i.e. they can slightly lower their overall pricing so that a greater number of customers get
attracted.
Analysis of sustainable menu planning considerations
There are various kinds of considerations that are required to be considered for
sustainable menu planning consideration. Sustainable menu planning helps in reflecting all kids
of decisions that are taken by the organizers related to selection of food and beverages. Choice of
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food and beverages items that are included within the menu have a big impact on overall
restaurant environment. One of the main considerations which is required to be focused on is
type of food items that should be included such as organic, seasonal, local and many more. Many
times, these options overlap so it becomes one of the main priority of organizers to take
important decisions of what kind of food items should be included within the menu. Other than
this there are many more considerations that should be focused on sustainable menu planning
such as: restaurant should focus on reducing their overall operational cost (Lee, Lee and Neilson,
2018). Restaurant should focus on reducing overall restaurants operating cost by at least 30
percent and should reduce food cooking, equipment cost and many more. They should also focus
on adopting environment friendly practises that are good for the environment. They should try to
reduce waste, save energy. Restaurant can also focus on updating their menu seasonally and
should focus on including food items that are ordered seasonally. Updating food items seasonally
can help the restaurant enhance their sales and increase sales of seasonal sales items can also
increase overall profitability of the restaurant in a better manner. They can also focus on
reducing portion size of the food items so that food served to the customers do not go waste.
Food items that would be served to the customers should be served in such a manner that they
are satisfied with the portion which is being served to them and none of the food items is wasted.
CONCLUSION
From the above assignment it has been summarized menu planning and creation is one of
the most important things which is required to be focused on by the restaurants. There are
various kinds of considerations that there are required to be focused on by the restaurants so that
they can create a sustainable menu which will not only help the restaurants to attract more
customers but also helps them to enhance their overall profitability.
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REREFENCES
Books and Journals
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.
Ghafarian, M., Kafipour, R. and Soori, A., 2016. Domestication and Foreignisation Strategies in
Restaurant Menu Translation. Pertanika Journal of Social Sciences &
Humanities. 24(4).
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.
Herranz, L., Jiang, S. and Xu, R., 2016. Modeling restaurant context for food recognition. IEEE
Transactions on Multimedia. 19(2). pp.430-440.
Lee, S.H., Lee, J. and Neilson, S.M., 2018. Exploring guest preferences of breakfast menu:
conjoint analysis. Journal of culinary science & technology. 16(2). pp.149-164.
Linassi, R., Alberton, A. and Marinho, S.V., 2016. Menu engineering and activity-based
costing. International Journal of Contemporary Hospitality Management.
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