Menu Engineering and F&B Director Roles

This study focuses on menu engineering in the hospitality industry, highlighting its importance in generating revenue through diverse food and beverage options. The report provides insights into developing an appropriate menu for customers, categorizing food types, and incorporating healthy elements. It also delves into the roles and responsibilities of a food and beverage director in setting an attractive menu that attracts a large number of customers.

Hospitality Operation

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK..............................................................................................................................................3
1. Identifying the categories of developing a menu and various types of menu which are
present in Food and Beverage outlets..........................................................................................3
2. Analysing the roles and responsibilities of Food and beverage director within a food
and beverage department in Celeste restaurant of Lenesborough hotel................................4
3. Menu engineering and determining the factors that help in accomplishing the
systematic approach that need to be followed by john Mclean in order to reinvigorate the
menu in Celeste restaurant of Lenesborough hotel................................................................5
4. Implementing the wide range of strategies that help in determining the nutritious values in
order to produce healthy food products in different Food and beverages outlets.....................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Hospitality operations can be considered as the relationship between guest and host that
includes various practices such as serving people with quality based food and beverages,
facilitating the rooms or staying places for travellers etc. This study is based on the hospitality
practices of Lanesborough Hotel. It is one of the most luxurious hotel of London that who wants
to add Healthy speciality menu in order to reinvigorate the menu of Celeste Restaurant. This
research will focus in developing different categories of Menu and its various different
types. The study will also provide Roles and responsibility of food and beverage director
in order to improve the food and beverage department of the Hotel. It will also provide
factors that will Help the director John Mclean to accomplish menu engineering task of
Celeste Restaurant. This study will also help in understanding Nutritious concern of Food
and beverages industries.
TASK
1. Identifying the categories of developing a menu and various types of menu which are present in
Food and Beverage outlets
Food and beverage industries deals with vary broad categories such as providing restaurants,
Coffee shops, banquet halls etc. It can also be considered as catering industry that will be
responsible serving various foods and beverages to people which operates their business on fully
commercial basis (Ahmed, 2018). Commercial food and beverage outlets may be defined as those
operations that generates large profits and revenues by serving people with delicious tastes of food.
History of the menu
It has been identified that in Historically menu contained only basic food items. There was no
images, no ingredients described in it. it was simple and not so attractive. In mid 20th century some
restaurant’s hire menu specialist to design menu. The menu included categories like appetizers,
desserts and beverages. But with evolution of technology menu design completely changed. it
allowed restaurant to develop highly attractive menu. There were various categories included in it.
moreover, it also showed what each food item will contain.
It can be identified that the menu is the primary selling tool For Celeste restaurant that help
in providing the wide variety of items for consumption purpose. Menu cards generally considers list

of items available in the restaurant along with their prices and external features that helps in
determining the style of services that are offered by Celeste restaurant of Lanesborough hotel in
London. Menus are decided on the basis of the marketing policy, customer requirements and pricing
policies that are considered after strict observation of competitor companies. Although it may be
developed in various different categories in which hotel industries generally offer different types of
meal experiences.
Categories of the menu
There are various types of menus available in restaurants which can be described below:
Table d' hote: It is the practice of providing set menu for consumers. generally adopted by
Lanesborough and generally their adoptions are used for different kinds of facilitations to customers
such are as follows:
Banquets: These are Fixed types of menus which contains fixed prices of items and usually
provides no choices to the customers.
Buffets: This types of Meals Vary according the different occasions in the region. It
contains the single finger buffet where many large dishes are available. Such buffets are considered
as the platting system which is commonly wedding receptions, pre receptions presentations and
conferences etc.
Coffee houses: It is recently added in the menu list of Celeste restaurant that help the
customer in setting menu for twelve to eighteen hours. Such menu are reasonably priced where
prices are categorised according to the individual dishes or section (Baiomy and Jones, 2016). Such
types of menu card offer convenience type of food category that requires less preparation and these
dishes are prepared quickly such as Omelets, Hamburger etc. Plate service or counter services are
offered here.
A la Carte: such types of menus in Celeste restaurantr are served as the separate dishes rather then
considering them as a part of the set meal. It is the practice of ordering separate dishes from menu
which cannot comes under the combo offers.
Combination of Table d' hote and A la carte: here the combination of set menu cards and
separate dishes are preferred by the customers of Celeste hotel which offers variety of choices to
consumers.
Fixed menus and cycle menus: Some Hotels also offers fix selling prices of the items that
popularly contains main dishes according to the preferences and taste of customer. Many restaurants

only provide the speciality items that will be considered as a restricted menu card such menus only
contains limited variety of food items for customers.
Cyclical menus: These are series of Celeste restaurant which are generally prepared for
those customers who are who visits for consumption of food again and again and such menu are
offered for a set time period. These are generally offered at hospitals or industrial catering.
Types of the menu
Breakfast: This menu is provided to the customer of the Celeste restaurant at the very first as
soon as the the day starts from the morning. This menu consists of healthy food items such as
egg, bread, salad and heavy meal that help the person in boosting the energy level.
Lunch: it is the mid day meal which generally consist of heavy food items in afternoon. This
meal consists of vegetables and chapatis and pulses, buttermilk etc.
Dinner: This can be considered as light meal that is prepared at the time of day ends. This
meal contains rice, and a ligh vegetables that are prepared at the end of the day.
Speciality: This is the special types of food items that are provided according to the customers.
2. Analysing the roles and responsibilities of Food and beverage director within a food and
beverage department in Celeste restaurant of Lenesborough hotel
Large number of restaurants serve variety of eatable items that are available in menu
and such menus are developed by Food and beverage director. They create the menu of the
restaurant by considering various different factors that are related to hygiene and sanitary
elements in order to produce healthy food. Food and beverage director are person who
creates or set the items in the menu which satisfies the needs and demands of the customer.
Director of the Food and beverage department in Celeste restaurant have to perform various
different types of operation in order to set the menu for customers and he is responsible for
maintaining and setting menu standard and controlling the activities of inventory, prices of
items etc. in hospitality organisations. Various responsibilities and roles of the food director
is described below:
Position
The director of F&B in Lanesborough Hotel holds the higher position and authority
who is mainly responsible for taking the decisions regarding the creation of menu in
restaurants. They are also responsible for coordinating all the phases such as Banquet

functions which are organised in the hotels, assisting clients in selecting the menu for
program etc.
Reports
The Food and beverage manager reports their decisions to the lower management
authority people in order to implement such menu card in hotels. Duties and responsibilities
of food and beverage manager in Celeste Restaurant includes budget of food sales,
beverages sales, labour cost involved and profitability incurred after a particular hospitality
operation.
Position summary
F&B manager holds the high position which helps them to create the appropriate
menu card which can also consider various standards while preparing such menu in hotels.
Roles and Responsibilities
there are various roles and responsibilities which are elaborated below:
1. They also need to consider various marketing mix element in order to identify the
demands of the consumers and prices of such products in different competitive firms.
2. Director in F&B department of Lanesborough hotel are also responsible for taking
advance bookings and keeping aware about the preparation of Banquet functions to
staff members in order to timely arrange and prepare such B&F facilities for people
(Bowie and et.al., 2016).
3. They are also responsible for planning food items that match standards for providing
healthy food to consumers.
4. They have to properly monitor and supervise daily paper flow which includes
function contracts and events that are pre booked or are likely to be confirmed yet.
5. They also have to menu planning and prices of the food items that is the most major
factor which is considered in order to attract large consumers.
6. Directors of Celeste restaurant have to acquire a complete knowledge about fire
procedures which are used largely in hospitality industries.
7. Recipe management and market list are strongly considered by the managers of F&B
in Celeste restaurant of Lanesborough.
8. They also have to direct the ordering amounts such as timing of orders, delivery,
invoice settlement and storage temperatures and areas

3. Menu engineering and determining the factors that help in accomplishing the systematic
approach that need to be followed by john Mclean in order to reinvigorate the menu in
Celeste restaurant of Lenesborough hotel
Definition of menu engineering
Menu engineering can be considered as the practice which helps in raising the
profitability of the hospitality industry. The main purpose of menu engineering in Celeste
restaurant is designing the new concepts and strategies by adding the wide variety of Food
and beverages in order to attract large number of customers which help in maximising the
profitability of the company.
Why menu engineering
Menu engineering is important in Celeste restaurant because it helps in creating the
innovative menu card for the hotel which attracts large number of customers and it also
increases the purchasing power of the people. A well executed menu engineering in
Celeste restaurant will help to generate the profits up to 10 to 15% in an ongoing basis.
Menu engineering matrix
The menu engineering process can be categorised into four sub categories which
help in designing the menu of the hotels in order to increase the revenue of the company.
Menu engineering matrix can be referred as placing the popular menus in menu card which
influences the placement of other items in a menu of Celeste restaurant.
Step-1 Costing the menu( Horse)
It refers to the process which involves pricing of every item present on menu. It can
be considered as process of breaking down every items on menu as an individual ingredient
Illustration 1: Menu engineering matrix

and then determining the cost of the material used in creating production of a particular
food item. This is used to cost their menu to the sort of penny for food item excludes the
cost of labour ( Hou, and et.al., 2018 ). This process is mainly based on achieving the
profitability level of each menu item available in list of the Celeste restaurant. In order to
perform the menu costing, director required to be highly knowledgeable about the food
costs of each menu item.
Step-2 Categories menu items according to popularity level and profits of items ( Star)
This is performed by splitting menu into categories or sections in order to facilitate
the customer in easily choosing desired Food and beverages from the wide range of options.
This process determines the efforts of menu engineering. It can be sub categorised into
three parts. First one is splitting the menu into sections, second is placing of the each item
into four quadrants, third is determining the fate of menu in each quadrants such quadrants
can be called as Horse, Star, Dog, Puzzle which helps in determining the sales and
profitability in the hospitality industries ( Job Description for F&B or Food and Beverage
Director, 2018 ).
Step-3 designing of the menu card (Dog)
This process involves designing and highlighted items that company needs to sale
the most. It can be accomplished by properly analysing that what kind of customers prefer
to have which items that help in deriving their mind towards those foods and beverages that
are generally likeable by many customers. In order to achieve the best designing of the
menu, following things need to be performed such are elaborated below:
 Use of visual cues in order to highlight the object which company wants to sell
most.
 Listing of the prices of the menu in a correct format instead of pricing the items on
the column down the right side of the menu
 Using of the descriptions of menu items as an advantage which help in reflecting the
importance of that item.
 Order of the listing the items to the menu is matters a lot and manager need to create
a short list of the menus available in a restaurant. Because, the overloaded list may
complicate the choices of the consumer which will be ultimately impacts on the

order of the consumers and hence decreases the sales of the product in the
hospitality company.
 Using of the menu covers configuration as an advantage such as one, two, three or
many panel menu in order to develop a menu engineering plan for the restaurant.
 Taking the advantage of the eye movement pattern of consumers that will tends to
capture the focus towards the specific areas of the menu. Food and beverages
manager also use the knowledge of these patterns in order to place the chosen items
in spots which gets the most or least attention of the people.
 Managers of the F&B also need to think outside the menu as establishment of new
products also help in gaining the popularity of the Restaurant ( Jiang and Wu, 2018 ).
This can be achieved in order to create effective menu engineering of the Celesta
restaurant which helps to increase the profitability of the company.
Step-4 Testing of the new developed menu (puzzle)
This can be considered as creation of the new menu by considering 60 to 90
restaurants as test cases in order to design new strategy for implementing the menu in
Celeste restaurant. This can be possible by testing the menu by using the single location.
When it comes to designing, there is a always a scope for improvement in designing the
concept of menu engineering. Regional requirement are needed to be consider while
preparing the menu for Lenesborough Hotel.
4. Implementing the wide range of strategies that help in determining the nutritious values in
order to produce healthy food products in different Food and beverages outlets
Hospitality industries deals with the variety of eatables that have to be carefully
produced because these foods and beverages are directly consumed by the large number of
people.
Basic nutrients
So managers have to focus towards the healthy food practices that can be considered by
using six basic nutrients while preparing food. Such nutrients are Proteins, carboohydrates, fats,
vitamins, minerals and water. When such values are not focusses then it may leads to
unhygienic production of eatables may impact badly on the health on the consumer that may
decrease the popularity of the hotel and this will minimise the sales the product which will be
result in decrease profitability of the company ( Kalenjuk and et.al., 2016 ). In order to

concentrate on the Health of the people nutrients need to be used while preparing the dishes so
such nutrients helps in the building the following healthy diet habits.
Nutrients guidelines
1. Carbohydrates are the main source of energy for the human body that can be achieved
by using making the food with grains and pulses etc.
2. Protein consists of amino acid which provides strength to tissues, muscles, skin etc.
proteins can be acquired through meats, eggs, sea food bean, nuts etc in Celeste
restaurant.
3. Fats are used for insulating the body and also provides the capacity to absorb the
required fat such nutrients can be obtained through Olive oil, sunflower oil, soya bean
oil etc.
There are various concerns in storing and purchasing such nutrients because such items
quickly expires so it need to be carefully protected. These are also needed to be purchased at
the time when such items needed to be immediately consumed. Along with taste and prices of
the items nutritious values are also needed to be considered carefully. In order to promote
healthy food environment in hotels and restaurants various activities need to be implemented
such are as follows:
 Managers and directors of Lenesborough hotel have to make a plan in order to make
available healthy food and services to consumers that can be available to them at a
affordable price. There are many strategies that can be implemented in order to achieve healthy food
environment such strategies are having nutritious informed and caloric ingredients that
help in serving healthy menus of fast food in restaurants. Application of nutritious
values and standard ingredients while preparing the dishes in restaurants may be
achieved by concentrating towards the issues of health consciousness among people.
Food pyramid
On the other hand, if we consider negative aspects of implementing healthy food
environment then it may impact on the health of the people vary badly ( Lin And et.al., 2017 ).
If the restaurant will adopt unhealthy practices in preparing the food items then it will directly
impact on the health of the customer and it may be possible that in case of any serious issue

customers may charge a case against a particular restaurant. It will decrease the reputation and
goodwill of the hospitality industry in market. This will greatly influence the profitability of the
Celeste restaurant.
Nutrients concern in purchasing
In order to make healthy food items various things are considered at that time to
increase the value of rich nutrient and carbohydrates. All the hotels prepare the food items and
major thing which need to be highlighted first is that the product need to be affordable and
easily available. Then the customers choice jumps to the healthy diet so if customers get
nutritious food in nominal charges then it helps in increasing the sales of the Celeste restaurant.
The nutrition label of foods such as fat, cholesterol, sodium, dietary fibre, sugar, vitamin A
helps in maximising the purchasing value of the people.
Nutrient concern in storing
To deal with the healthy diet of the people, f&B manager need to concentrate towards
Healthy eatables that are rich in nutrients. Considering this in mind managers provide healthy
food item to people that will result in nutritious diet of the customers. Ingredients need to be
carefully picked which will produce high calorie food item and lower in nutritional value of the
food item
Illustration 2: Food pyramid

CONCLUSION
From the above study it had been concluded that menu of the restaurants are the primary
component which help in selling the food and beverages of the hospitality industries. Hospitality
operations help in generating the huge revenue by serving people with variety of food and
beverages that are available in menu. The report had also help in creating a complete
understanding about developing appropriate menu for customers that avails wide variety of food
items. This study had made a great understanding about categories of food served and its types
that help in generating the profits for Restaurant. The research had also helped in creating the
Healthy menu by adding nutritious elements into it. This study had also helped in understanding
the roles and responsibilities of food and beverage director in order to set an attractive menu that
attracts large number of customers for consuming delicious food items.
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REFERENCES
Books and Journals
Ahmed, M.O., 2018. The Operation of Food Production in Egyptian University
Hospitals. International Journal of Hospitality & Tourism Systems, 11(1).
Baiomy, A. and Jones, E., 2016. Measuring menu attributes in the international and local resort
hotels in Egypt. Anatolia. 27(4).pp.526-536.
Bowie, D. and et.al., 2016. Hospitality marketing. Routledge.
Hou, Y. and et.al., 2018. How can psychological contagion effect be attenuated? The role of
boundary effect on menu design. Journal of Hospitality & Tourism Research. 42(4).
pp.606-626.
Jiang, S. J. and Wu, C. T., 2018. UTILIZATION OF CLOUD COMPUTING APP FOR
HOMESTAY OPERATION-DESIGN AND ANALYSIS. International Journal of
Organizational Innovation. 11(2).
Kalenjuk, B. and et.al., 2016, January. Offer structure and design of the menu in hospitality
industry. In Faculty of Tourism and Hospitality Management in Opatija. Biennial
International Congress. Tourism & Hospitality Industry (p. 131). University of Rijeka,
Faculty of Tourism & Hospitality Management.
Lin, P.M. And et.al., 2017. Experiential Learning in Hospitality Education Through a Service-
Learning Project. Journal of Hospitality & Tourism Education. 29(2). pp.71-81.
Online
Job Description for F&B or Food and Beverage Director. 2018. [online]. Available
through:<https://setupmyhotel.com/job-description-for-hotels/food-and-beverage-service-
job-description/143-food-and-beverage-director.html>
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