Menu Creation Assessment Report & Menu Design

This assessment requires the creation of an a la carte dinner menu for a new restaurant in Lorne, Victoria. The menu must include native Australian protein, seafood, and lamb, as well as fresh produce such as tomato, potato, and finger lime. The assessment has three elements: the completed menu, recipe costing documents, and a report justifying the menu design. The report must include the restaurant's mission statement, organisational background, concept, menu architecture, scope, pricing structure, and presentation. The output must be in JSON format.

Introductory Statement:
Menu Creation Assessment
Report & Menu Design
30%
Tailoring a menu to an establishment and ensuring that menu design, scope, costings and pricing
structure is suitable to the organisational philosophy, available resources and suits the desired target
market requires the application of many different theoretical applications, financial models and clear
organisational goals.
Task Details:
Using the case study provided, and the ‘mystery basket’ of produce, you are to design an a la carte
dinner menu that you believe is suitable to organisational needs and the target market. Your menu
must include entrée, mains and desserts, however you are free to include as many items in each
category as you believe is most appropriate to the case study. Your assessment has three elements
to be submitted;
Element One – The completed Menu (Structure, scope, graphic design, pricing all to be taken into
considerations. This should be presented in hard copy as well as submitted to Turnitin (no word
count)
Element Two – Recipe Costing documents for six menu items (that include all items from the ‘mystery
box’) using the template provided in class (no word count)
Element Three – The justification of the created menu. This report is provide rationale and explain all
aspect of the menu you have designed. Format and heading to be discussed in class. This is the main
component of the assessment and will form the basis for the assessment of the menu itself as you will
justify your choices and explain why the menu you have produced is most suitable to the case study.
Case Study
CASE STUDY – ASSESSMENT 2 – Menu Design
You are an experienced restaurateur with many years managing and working in many diverse food &
beverage environments – both front & back of house. You have many industry contacts in
Melbourne and have experience in all aspects of running a small independent restaurant operation.
A business has come up for sale in the small tourist town of Lorne, Victoria and you have decided to
purchase it, move to Lorne, and refurbish and reopen the business under a new name and your
management style.
While you are obviously very concerned with making a living, and being successful, you are also
passionate about supporting local producers, and becoming a well-known part of the Lorne
permanent community.
You have decided that your mission statement will be;

“Providing the community with the best produce our region has to offer; prepared and served
with love and commitment to quality”
Business
Address 82-84 Mountjoy Parade, Lorne VIC 3232
Opening Date
New Business to open 1
st
November 2018
Website (of
previous
business)
http://www.cudabar.com.au/
Resources
(Key Info)
Main dining room usually seats 50 people. Beer Garden can seat up to 20 people
Main kitchen serves all areas and has adequate storage, a loading dock (for food and
kegs)
Kitchen equipment is aging, but in good condition. All the normal equipment found in
commercial kitchen available
Any other info
While you have some capital to invest in the new business, there are some limitations.
You want to ensure that the business is new and fresh, but will probably limit the
expense to furnishings, tableware and decorating (no major structural changes)
Competitors There is many competitors in the town of Lorne. Searching for Restaurants in Lorne
should give you a comprehensive view of the town, and what is available there
Lorne
Demography
Lorne is a tourist town and located an hour from Geelong and two and hours from
Melbourne CBD.
There are locals that need to be targeted, but the massive tourist population is variable
and must be tapped into
References
Lorne (Tourism Info) - https://www.lovelorne.com.au/shopping-dining/ Great Ocean
Road - http://www.visitvictoria.com/Regions/Great-Ocean-
Road/Destinations/Lorne.aspx
Lorne Population - https://en.wikipedia.org/wiki/Lorne,_Victoria#cite_note- Census2016-
1
Data -
http://www.business.vic.gov.au/__data/assets/pdf_file/0006/1611942/Great- Ocean-
Road-Regional-Summary-_YEJune17_FINAL.pdf

CATEGORY CRITERIA AND MARK ALLOCATION – ASSESSMENT 2 – Menu Design
Basic
Conditions of
Assessment
Basic conditions of assignment are not
met, and the assessment cannot be
marked
Basic conditions of assignment are not met
(Word count more than 20% +/- Originality
score above 20% match/s above 6% to
one source’, hard copy of menu not
submitted, Recipe Costing documents not
completed, report not submitted)
Basic conditions of
assignment have been
met
1 2 3
4 5
Report
Format
The report format is not of an acceptable
standard for a business document.
No discernible or illogical organisation of
headings / ideas /paragraph structure,
which either obscures the meaning or
detracts significantly from the
clarity/relevance of the ideas presented.
Missing one or more integral elements
such as page numbers, table of contents,
numbered headings, executive summary
The plan format is of
satisfactory standard
for a business
document
A mostly well
considered, cohesive
and logical
organisation of
headings/ ideas
/paragraph structure.
No missing integral
elements
The plan format is of a
high standard
Well considered, cohesive
and logical organisation of
headings/ideas /paragraph
structure.
Nomissingintegral
elements
Menu
The menu does not include the minimum acceptable inclusions - It is not a dinner menu, and/or it is not
individually priced (a la carte); and/or it does not include entrée, mains and deserts, and/or it does not include all
mystery box items as per the assessment requirements
The menu includes the minimum acceptable inclusions as per the assessment requirements
Recipe Costing
The recipe costing documents have not been completed as per the assessment requirements (less than six
menu items included, or missing items from the mystery box)
The recipe costing documents have been completed as per the assessment requirements and all 6 mystery box
items have been included.
Report Introduction
The introductory section of the report does not include the minimum acceptable inclusions (purpose,
organisational background)
Important details have been omitted and the framework for the report cannot be clearly identified. No clear
purpose statement or it is unclear; background information has not been included or is irrelevant. No clear
definition of the report’s scope, aims and limitations
Contains a clear purpose statement, relevant background information, and generally defines the report’s scope,
aims and any limitations. Some important details missing or unclear but generally the framework for the report is
identifiable
Clearly sets the framework for

the report. Contains a clear purpose statement, relevant background information, and defines the report’s scope,
aims and limitations.
Organisational
Concept
The concept for the
restaurant is missing
or lacking in detail. It
is unclear what the
organisations
philosophy, mission
statement or purpose
is.
The concept has
been mentioned, but
it is vague or
unsupported. The
concept does not
take into
consideration key
feasibility aspects
such as; competitors,
location, target
market, resources etc
The concept is
clear and well
defined, with
sound
reasoning and
evidence of
market research
which supports
the concept
design.
The concept
shows
evidence of
feasibility
research and
offers a clear
rationale for
the concept
design. It is
supported with
a variety of
sources.
The concept
shows evidence
of extensive
feasibility
research and
offers a clear and
insightful rationale
for the concept
design. It is
extensively
supported with a
variety of
sources.
Menu Design
(Architecture)
The menu
architecture rationale
is missing or
unsupported. It is
based on opinion
only or fails to
address key
behavioural or
design aspects. It is
unclear why key
design components
have been chosen.
The menu
architecture rationale
has been included,
however it may be
lacking in detail, or
fails to address the
key design
components such as
organisation, layout,
placement, space
allocation and menu
descriptions
The menu
design rationale
offers clear
insight into
decisions made.
Insight into all
key aspects
have been
given, and
includes sound
supporting
reasoning,
Menu Design
(Aesthetics)
The menu design
rationale is missing
or unsupported. It is
based on opinion
only or fails to
address key
behavioural or
design aspects. It is
unclear why key
design components
have been chosen.
The menu design
rationale has been
included, however it
may be lacking in
detail, or fails to
address the key
design components
such as typography/
font, colour, graphics,
branding, and
dimensions
The menu
design rationale
offers clear
insight into
decisions made.
Insight into all
key aspects
have been
given, and
includes sound
supporting
reasoning,
Menu Scope
The scope of the menu has not been discussed or explained, or it is based on opinion only.
The scope of the menu has been explained, and the rationale provided is supported by evidence of wider reading
Pricing Structure
The pricing structure has not been explained or supported adequately. No evidence of modelling is evident
The pricing structure has been linked to financial modelling and the profit margins are discussed. design
The pricing structure has been
clearly linked to financial modelling and the profit margins are discussed. The pricing structurehasbeen
clearlylinked totherestaurant conceptual design
Presentation
The presentation of the menu is inappropriate, or does not meet industry standard, or is not suitable to the
organisation concept as described

The presentation is acceptable but would require some more attention to be at industry standard or to be
congruent with the concept described
The presentation is good and is at an industry acceptable standard and is suitable to the concept as described
Writing
The writing voice, tone and style is inappropriate for an academic business plan and/ or there are significant
errors in English expression.
The writing voice, tone and style is mostly appropriate for an academic business plan and/or There are some
errors in English expression
The writing voice and style is
appropriate for an academic business plan and there are few if any errors in English expression
Referencing
Relies only on personal experience or opinion, or there are unacceptable levels of referencing errors throughout
the paper
Relies on only a limited number or inappropriate source materials to support entire argument. The maybe some
referencing errors throughout
Uses an appropriate range of
appropriate source materials to present ideas and support the writing with minimal errors in referencing
The report is thoroughly
researched from a wide range of appropriate sources to build a compelling & succinct support for writing,
however there are some errors in referencing
The report is thoroughly
researched from a wide range of appropriate sources to build a compelling & succinct support for writing, with
very few or no errors in referencing
BASKET OF GOODS – ASSESSMENT 2 – Menu Design
You must include the following ingredients in your menu design. You may choose where to source
each item, thus you should include information about the producer or supplier where applicable.
Protein Selection
1. One Australian Native protein (land animals only)
2. One seafood item from the following list
a. Salmon b. Prawn c. Oyster
3. Lamb (Any cut)

Fresh Produce Selection
1. A tomato (any variety)
2. A potato (Any variety)
3. Finger Lime
At a minimum there must be menu items that include 6 of the items mentioned above, however you
may chose to include multiple native animals or all three of the seafood options if you wish. The
costing documents should show the producer