Menu Planning and Development in Food and Beverage Operations
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Added on  2023/01/12
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This document discusses the importance of menu planning and development in the food and beverage industry. It explores the cost, price, and design considerations for creating an effective menu. The document also covers sustainable menu planning strategies and includes insights from a consultancy report on a modern European cuisine restaurant.
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FOOD AND BEVERAGE OPERATION MANAGEMENT
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TABLE OF CONTENTS INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 Consultancy report on a menu including its cost, price and design............................................3 Cost consideration at time of planning for the menu..................................................................4 Consideration of sustainable menu planning..............................................................................4 CONCLUSION................................................................................................................................5 REFERENCES................................................................................................................................6
INTRODUCTION Food and beverage is the most important part within the whole hospitality industry and in that also menu planning and development is the most crucial. The menu planning is defined as the process in which all the dishes and beverages being provided by the restaurant are listed on a menu card. The current report is based on The Artichoke which is a modern European cuisine restaurant and rated very well over Food Hygiene rating (The Artichoke, 2020). The present report will start by discussing about the menu of The Artichoke and its costing, pricing and design. Further the discussion will take place on the cost consideration and in end the sustainable menu planning consideration will be outlined. MAIN BODY Consultancy report on a menu including its cost, price and design The menu is a document which is prepared by the restaurant to provide it to the consumers so that they can order the food and beverages. The menu is a document which contains all the list of dishes, beverages, drinks and food items being provided by the hotel. There are a wide variety of menu types which can be used by the hotel and restaurant. The menu type used by The Artichoke is the La Carte menu. The La Carte menu is the one which offers separately each product and food item on the menu. For this the most essential thing for restaurant is to decide for the following- Menu costing- the cost is referred to as the amount of money which is levied in order to make or produce the food products within the hotel. The menu costing is the cost which is levied to make the food products and dishes. The Artichoke restaurant uses the costing method of food per dish. This is a costing method which is calculated by multiplying the food cost per dish with its weekly quantity sold. In this all the overhead cost are added and then the cost is charged. Menu pricing- this is referred to as the price which is charged by the consumers in exchange of the food products and services provided to them. It is necessary for The Artichoke to price the food dishes in effective manner because if the prices will be high then the consumers will not like it (Linassi, Alberton and Marinho, 2016). Thus, for this Artichoke uses the pricing method of demand driven pricing method. This is a type of method in which the price is increased if the demand is high and if the demand is low then the prices are also decreased.
Menu design- the design is the most important part in the attraction of the consumers towards the goods and services. This is majorly because of the reason that if the menu will be attractive then the consumers will be attracted towards ordering the dishes of the restaurant (Tsai, Chu and Lee, 2019). Hence, for this the basic thing required by The Artichoke is that they must try to make the menu in such a way that it attracts most of the public. For this it is essential for The Artichoke to use attractive colours and designs for the making of the whole menu. Also, for making the menu in more effective manner restaurant must use heading like starter, main course, desserts, drinks and beverages and many others. Cost consideration at time of planning for the menu The cost is the amount of money which is being incurred by the company in order to make and produce the food products and beverages. For The Artichoke it is very necessary to calculate the cost in such a manner that it does not affect the profitability of the restaurant. While calculating the cost there are many things which need to be considered because all the expenses are added in order to finalise the cost. Thus, the different considerations to be kept in mind at time of planning the menu of The Artichoke are as follows- Time to cook- this is the first consideration as if the time to produce the food will be high then the restaurant will incur high cost and this will increase the overall cost of the company. Hence, if the hotel needs to manage the costs then they have to manage the time taken in producing the food. Seasonal food availability- this is another consideration because of the food will not be made available at time of production then the cost of procuring the food will be high. This is majorly because of the reason that if the food is available without its season then the cost will be high. Thus, this will increase the overall cost of the company. Competitive advantage- this is another consideration to be taken onto account by The Artichoke because of the reason that if the competitors are high then the hotel need to work more hard. Also, they will have to incur high cost on maintaining the quality and to use good and effective marketing techniques and tools (Raab and Zemke, 2016). Consideration of sustainable menu planning Sustainable menu planning is the decision taken by the restaurant relating to the selection of the food and beverage quality to serve to the consumers. There are many different types of raw materials and product being used in the production of the food and beverages. Thus, the
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different consideration at time of sustainable menu planning are discussed in the following points connected below- Use of organic food- this is the most important consideration for sustainable menu planning because in the current trend the most important thing is that consumers have become health conscious. Thus, they like to have and consume organic and healthy food. Being transparent- this is also an important consideration because of the reason that if The Artichoke will not be transparent in the use of ingredients and raw material then the consumers will not like this fact. Also, this will increase the trust and interest of consumers as the hotel is displaying the entire ingredient and in which quantity they have been used in the food production (Ye and Murthy, 2016). Know and anticipate the preference and requirement of consumers- this is also an important criterion to be considered at time of sustainable menu planning. This is majorly because of the reason that if the Artichoke will not be having knowledge that what the consumer want then they will not be able to provide the same to the consumers. Hence, the consumer will not be satisfied with the requirement of the consumers. In the end it is said that for getting success it is very essential for the Artichoke to consider all the necessary steps at time of planning for the sustainable menu. CONCLUSION In the end from the above study it is inferred that menu planning is the most important thing in the success of the hotel. This is majorly because of the reason that if the menu will not be good then the consumers will not get attracted. Hence, for this three consideration are necessarythatiscost,priceanddesignofmenu.Furtheritwasoutlinedthatforcost consideration the major points are seasonal food availability, time to cook and many other points are considered. In the end the consideration for sustainable menu planning was discussed like use of organic food, being transparent and many others.
REFERENCES Books and Journals Linassi, R., Alberton, A. and Marinho, S.V., 2016. Menu engineering and activity-based costing.International Journal of Contemporary Hospitality Management. Raab, C. and Zemke, D.M., 2016. Activity-based costing in the Restaurant Industry: What's past is prologue.The Journal of Hospitality Financial Management.24(2). pp.133-146. Tsai, W.H., Chu, P.Y. and Lee, H.L., 2019. Green Activity-Based Costing Production Planning andScenarioAnalysisfortheAluminum-AlloyWheelIndustryunderIndustry 4.0.Sustainability.11(3). p.756. Ye,Z.S.andMurthy,D.P.,2016.Warrantymenudesignforatwo-dimensional warranty.Reliability Engineering & System Safety.155. pp.21-29. Online TheArtichoke.2020.[Online].Availablethrough:< https://www.squaremeal.co.uk/restaurants/the-artichoke_993>