The Importance of Menu Engineering and Nutrition in Food and Beverage Industry

This report provides a comprehensive overview of the food and beverage industry, highlighting the significance of menu engineering and nutrition in managing restaurants and hotels successfully. It discusses the history and types of menus, as well as the importance of understanding customer preferences and nutritional requirements to ensure the success of any hospitality business.

Hospitality Operations

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
1. History, origin and development of menu and different types of menu......................................3
TASK2.............................................................................................................................................4
2. Analyses of roles and responsibilities of manager of food and beverage restaurant. ............4
TASK3.............................................................................................................................................6
3. Explanation of menu engineering and various factors for systematic approach of menu
engineering.......................................................................................................................................6
TASK4.............................................................................................................................................9
4. Identifying and analysing the issues involved in implementing wide range of strategies......9
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12

INTRODUCTION
Hospitality is the relationship between guest and host. This industry provides food and
beverages, accommodation facilities to their clients. It is a broad categories of different service
fields like travel and tourism, recreation, lodging, etc. Organisation undertaken in this report is
Celeste Restaurant in Lanesborough hotel in London and deals in food and beverage industry. In
this report, identification of menu, its origin and development of menu in food and beverage
industry will be discussed. It will also define the various roles and responsibilities of different
departments in the industry. Further explanation of different factors and explanation of menu
engineering is elaborated. Later part of the report will examine the different strategies for helathy
food options in the organisation.
TASK1
1. History, origin and development of menu and different types of menu.
Menu is a list of food and beverages in a restaurant through which customer can order
dishes and meals (Yousuf, Taylor and Taylor, 2015). Menu was first appeared in China during
the mid of eighteenth century and discovered from Song dynasty in China. It was the most
populated cities of that time and business man of that time thought to target those people who are
busy and have little or no time to cook food in the evening. The word “menu” is originated from
France, which means “minutes” and this signifies something made small. It is a statement that
creates a link between the restaurant and the customer. Restaurant commits themselves to
prepare the food in accordance with whatever is mentioned in the list and customers accepts the
offer and undertakes the meal in dealing with sum of money for that particular meal. They
reflect the quality of the restaurant and the choices they offered to their customers. They must
always be easy to read, understandable, clear and updated.
Types of menu
Menu can be presented in various forms and Celeste Restaurant can adopt any of the
given method or types of menu :-
 Breakfast menu: They are the list of items offering customers a wide range of breakfast
dishes which are served in morning hours and contains healthy and nutritious ingredients.
This restaurant can have variety of dishes of eggs, sandwiches in various varieties, fruits,
beverages like milk, tea, coffee, juices, etc.

 Lunch Menu: It contains the items and dishes from light meal to elaborated one. People
consume them in afternoon (Bilan, 2019). Restaurant can provide several combos in their
lunch menu. It offers appetizers, salads, curd preparations, chicken, sandwiches, rice, etc.
 Brunch menu: These menus are designed for customers who wish to wake up late in the
mornings. It contains dishes and items from breakfast and lunch both.
 Children's menu: These menus are created for children's. It can be done on birthday
parties. Restaurant will provide items which are liked by kids like chocolate dishes, pizza,
pastas, etc.
Categories of menu
There are various categories of menu, which Celeste restaurant can use to attract more
and more customers and they are discussed below :-
 A la Carte menu : When a restaurant offers separately priced products then it is
described as A la Carte (Bowie, Buttle, Brookes and Mariussen, 2016 ). In French word,
it signifies selecting from card. By listing various options individually, customers gets
flexibility in selecting the items.
 Du Jour Menu : These menus are usually written on chalk boards or digital display
menus. They are modified or customised everyday or throughout the day. Celeste
restaurant can use these kind of menu for a particular item that will be served on a single
day only.
 Beverage menu : These are the very trending menus, as it gives variety of options to the
customer to choose a drinks like cocktails, beers, wine, etc. Celeste restaurant can
provide numerous options to their customers in drinks and beverages.
 Desert menu : As sweets and deserts are the very important menu. Some people think
meals are incomplete without desert (Dixon, 2017). So Celeste restaurant can provide
special and various kinds of desert options which will attract customers and kids.
TASK2
2. Analyses of roles and responsibilities of manager of food and beverage restaurant.
Position Title : Restaurant Manager
Reports to : Director of food and beverage
Position Summary : Manager is the person in the Celeste restaurant who is accountable
for certain task or work in an organisation. They are responsible for overall operations for the

restaurants, purchase departments of the food and beverages, proper and legal alcoholic kitchen,
etc. Managers are the most prestigious people who run and control the organisation.
Roles and Responsibilities : There are various roles and responsibilities which are
required to be followed by the manager and they are discussed below:-
 They are accountable for managing the funds and setting appropriate budgets for the
restaurant. It must ensure that the budget set for the particular task does not exceed
the allotted funds.
 It is their duty to design the menu and update them regularly with the changing
demands and needs of people. They are responsible for designing menu which must
be such that people can be offered with varied choices and alternatives.
 They keep regular check and monitor on kitchen and assures safety and hygienic
food is cooked and served which is free from any contamination.
 Restaurant must be clean and tidy and manager is responsible to assure that staff is
nicely dressed and tables are neat and tidy so that customers do not feel
uncomfortable.
 Managers must hire skilled chefs so that customers can be served with customised
dishes and restaurant is able to serve exclusive menus.
 They are responsible for providing adequate training to the staff related to the
pronunciation of dishes, explanation of items to the customers, using new
technologies and food preparing equipments like baking machines, etc.
 Most important duty and responsibility of manager is to analyse the market demands
and needs by comparing the competitors, which will help them in smooth and
efficient working of their operations.
 They are also responsible for implementing proper marketing function. Promotion is
very important in today's business environment (Cetin and Dincer, 2014). So,
manager is accountable on deciding about the various promotional strategies which
will attract customers like coupons, discounts, complementary dishes, combo meals,
etc.
 Customers are price conscious and due to increasing competition in food and
beverage industry, manager is responsible for deciding prices which are easily
affordable. It is their duty to use various pricing strategies like price bundling

strategies can be used for combo meals, psychological pricing strategies can be used
for beverages menu, etc.
 Manager is responsible for ensuring that customers are satisfied with the service and
quality of the restaurant. If any problem is faced by them, then Manager will handle
with due care by apologising and maintain customer relationship management
approach.
 It is the duty of the manager to ensure that the Celeste restaurant works in accordance
with the legislations regarding various food and safety laws, hygienic laws, etc. This
provides customers with the feeling of healthy and safety food consumption.
 Apart from this, manager is responsible for maintaining relationship with employees
and staff also. They must be treated with proper care and attention. Manager will
motivate them in financial and non financial terms so that employees will be retain
and work with full zeal and confidence.
 They are responsible for the process of new product development in the restaurant.
Innovation in products and development is very essential due to customer needs and
demands and manager must ensure that they are able to develop innovative products
and services for their guest.
 Manager must develop their menu which will look pleasing and appealing to
customers (Filimonau and Delysia, 2019). Creative team must concentrate on
creating menu with pictures, proper fonts will be used which will easily be
understandable, colours, design, etc.
TASK3
3. Explanation of menu engineering and various factors for systematic approach of menu
engineering.
Menu engineering is the study of profitability and popularity of menu items. Its goal is to
maximise the restaurants profitability by convincing customers to buy their products and services
(Gregorash, 2017). It is basically, the work done on all aspects of the menu from ingredient
selection to preparation and making efforts to increase sales and profitability. There are various
factors which are associated with menu engineering and Celeste restaurant must consider these
factors which are discussed below :-

 Physiological factors : These factors are associated with perception, attention,
emotions, etc. of customers. As majority of the menus are presented visually and their
focus is on to increase attention by arranging menu in various categorises such that each
category will contain the list of items.
 Managerial accounting : These include the profitability and financial stability of the
restaurant. It includes food cost percentage and gross profits.
 Marketing and strategy : This includes pricing and promotional strategies which can
be used to increasing the profitability and sales of the Celeste restaurant. They will use
such strategies which will encourage people to buy their products.
 Graphic designs : It includes the layout of the menu. It must be designed such that
customers will be attracted. This can be done by using pictures of dishes, deserts and
beverages, which will enhance the buyer to consume their products and increases the
sales and generates revenues.
Menu engineering in Celeste restaurant is very important because it will helps in making
the restaurant more stable in terms of profitability. It will assist the restaurant in increasing
revenues by acquiring customers to order more from the profitable dishes. This in turn will create
sales (Jones and Wynn, 2018). And all this will pleasure the customers by rendering nourishing
experience and the impression of acquiring worth of money.
Menu engineering is very useful in managing the food and beverage industry which helps
in increasing sales and profitability. Proper and systematic methods will be used by managers for
smooth and cost effective operations. Systematic approach and process that can be followed by
John Mclean for menu engineering is discussed below :-
Kasavana and Smith model of menu engineering
Kasavana and Smith used the Boston consulting group portfolio analysis as the basis for
menu engineering matrix approach to menu analysis. It is a instrument that describes menu items
within a competitive menu group using their various quality and contribution margin to point
them in a aggregation (Kifworo, 2016). They integrated volume and contribution margin which
is characterized as a deviation between the selling price of an item and the cost of food products
incurred to produced it. This model emphasised on considering high overall profits and lower
food expenditure as mutually exclusive. They formed a matrix and divided in four categories
namely, stars, puzzles, plowhorses and dogs. Horizontal axis depicts the contribution margin and

volume is taken on vertical axis. Volume defines the number of products sold and contribution
margin determines the difference between items selling price and its direct cost. This approach is
precisely helpful in evaluating any menu. Further more the four categories explains the
following:-
 Star: They have high volume and high contribution margin.
 Puzzles: Low volume but high contribution margin.
 Plowhorses: High volume and low contribution margin.
 Dogs: low volume and contribution margin.
Source : Maximising the profitability of a restaurant's.2019.
TASK4
4. Identifying and analysing the issues involved in implementing wide range of strategies.
Every food and beverage restaurant will take care of various nutrition factors which are
very important so that they can provide healthier options in their menu. For this purpose Celeste
restaurant will first understand the major nutritions which are discussed below :-
Illustration 1: Maximising the profitability of a restaurant’s

 Proteins : This is a very essential nutrient in human body. It provides building blocks of
the body (Sinclair-Maragh, 2017). They are made up of various amino acids. Meat, fish,
eggs are the important sources that contain amino acids. Some plants like beans, nuts,
grains also provide amino acids in their food. These are very important for proper
functioning of human body.
 Carbohydrates : They are very necessary for healthy body. It is crucial for proper
functioning of central nervous system and brains. It also prevents many diseases. As they
provide lot of calories, so choose food like fibre rich vegetables and fruits, whole grains,
etc.
 Fats : It assist many of the bodies functions such as vitamin and mineral absorption,
blood clotting, building cells, etc. If healthy fats are consumed in diet then this will
reduce the chances of heart attack, controls the sugar level, improves brain functions. It
can be found in nuts, seeds, coconut oil, vegetable oils, etc. This restricts the
consumption of butter, cheese, red meat, ice creams, etc.
 Vitamins : Each vitamin plays a very important role in body functioning and lack of
these can cause various diseases (Sparks, 2014). This will lower the risk of cancer,
improves immune system, etc. It includes lot of vegetables and fruits.
 Minerals : It helps in supporting the body functions like making bones and teeth strong,
regulation of metabolism, maintains blood pressure,etc. Most consumed minerals are
calcium, iron, zinc, etc.
 Water : It is very essential for existence of human being. It improves functioning of
brain, helpful in flushing out waste of the body, maintains physical performance, etc.
Fruits and vegetables like spinach, watermelon, etc. are the great source of generating
water.
Nutrition guidelines
Every individual and organisation must insist on following proper and healthy nutritions in their
diets (Van der Wagen and Goonetilleke, 2015). There are general nutrition guidelines which are
required to be follow and are discussed below:-
 Selecting an appropriate healthy eating structure will help to achieve and maintain a
healthy body weight. It will assist the nutrient adequacy and results in less chronic
diseases.

 To overcome the nutrient needs while maintaining the calories, individual must select
from variety of nutrient dense foods.
 Avoiding or minimising the consumption of sugary items, saturated fats and sodium will
provide healthy lifestyle.
 Support healthy and timely consumption of food which will help in maintaining intake of
all nutrients throughout the day.
Source : Food Pyramid.2019
Nutrition concerns in purchasing
Customer's attitude and perception regarding nutritious is increasing day by day. Labels
of food products play a significant role in providing relevant information. Knowledge and
attitude are the two crucial aspects that affects the frequency of nutrition label while purchasing
products. It is important for selecting healthier lifestyle (Tresidder, 2015). Nutrition labelling is
Illustration 2: Food Pyramid

considered the most important and compulsory in labelling many food products which helps in
reducing the chronic diseases, maintaining blood pressures and diabetes, etc.
Nutrition concerns in storing
Storing food is very important as there are various vitamins and minerals that can be
destructed by air, heat or other natural resources. Freezing food will help in maintaining the
quality and reducing destruction. Storing raw food separately from cooked food. Using chemical
substances for preserving the packed foods and cans. This is also very crucial so that food does
not get destroyed and people remain free from diseases caused by contaminated food.
CONCLUSION
From the above report it has been concluded that food and beverage industry is not as
easy to manage as people think. In this report, menu is explained in detailed with its history,
origin and types. This report also consist the thorough understanding of menu engineering and its
importance. Further more the roles and responsibilities of manager is explained in detail in food
and beverage industry. Later part of the report examines the importance of nutrition and their
purchasing and storing factors are emphasised.
REFRENCES
Books and Journals
Al Yousuf, M., Taylor, E. and Taylor, J., 2015. Developing a government strategy to meet
international standards of food safety across the hospitality industry. Worldwide
Hospitality and Tourism Themes.7(1). pp.4-16.

Bilan, S.M., 2019. Understanding Neoliberalism Regimes and the Operations of Global
Corporations. In Neoliberalism in the Tourism and Hospitality Sector (pp. 158-173).
IGI Global.
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Routledge.
Cetin, G. and Dincer, F.I., 2014. Influence of customer experience on loyalty and word-of-mouth
in hospitality operations. Anatolia.25(2). pp.181-194.
Dixon, A., 2017. The path to embed sustainability in Canadian tourism companies. Worldwide
Hospitality and Tourism Themes.9(4). pp.433-441.
Filimonau, V. and Delysia, A., 2019. Food waste management in hospitality operations: A
critical review. Tourism Management.71. pp.234-245.
Gregorash, B.J., 2017. The modern Canadian restaurant: food for thought. Worldwide Hospitality
and Tourism Themes.9(4). pp.442-450.
Jones, P. and Wynn, M.G., 2018. The Circular Economy, Natural Capital and Resilience in
Tourism and Hospitality. International Journal of Contemporary Hospitality
Management.
Kifworo, C.M., 2016. An Effect of Massification on Tourism and Hospitality in Higher
Education in Kenya.
Sinclair-Maragh, G., 2017. A critical review of hospitality marketing concepts. In Routledge
Handbook of Hospitality Marketing (pp. 45-54). Routledge.
Sparks, B., 2014. The practice of graduate research in hospitality and tourism. Routledge.
Tresidder, R., 2015. Experiences marketing: A cultural philosophy for contemporary hospitality
marketing studies. Journal of Hospitality Marketing & Management.24(7). pp.708-726.
Van der Wagen, L. and Goonetilleke, A., 2015. Hospitality Management, Strategy and
Operations. Pearson Higher Education AU.