Menu Development, Planning and Design

This report discusses the principles of menu planning and designing, customer and business requirements, and how to maximize profits. It also includes a menu plan for The Fat Duck restaurant.

Menu Development,
Planning and design

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
P1 Principles of menu planning and designing evaluation.........................................................3
P2 Fulfilment of customer and business requirements which can maximize the profits...........4
TASK3 ............................................................................................................................................5
P5 Plan to develop a menu..........................................................................................................5
P6 Produce menu which meets customer....................................................................................6
P7 Test and evaluate the menu produced....................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Food and beverage industry provides, food service throughout the world. It serves best
and high quality food to the customer. This industry deals in packaging, labelling and checking
quality of the food and ensure proper supply through out the world.
Planning and Developing a menu is also a part of food and beverage industry as it gives and
describes the services or dishes offered by the restaurant. Menu development refers to
developing the a structure or a list of dishes which a restaurant is going to offer. It mainly focus
on planning, preparing and designing a menu. When a company develops their menu, it is
necessary for them to keep certain things in consideration, which are demographics, special
items, ingredients and culture.
The Fat Duck, a dining restaurant established in the year 1995, in Bray,Berkshire. It
offers delicious taste of British as well as French cuisine. It continuously do innovation, in their
menu and bring a fusion of tasty ingredients. This is the main uniqueness they carries and serves
quality and healthy food.
This report deals in, evaluating and principle and planning of menu, as per the customer
so as to meet to their demands and how this can maximize the profits of business. The report also
describes the involve of cost it occurs to design a menu. Lastly a menu is been prepared for the
chosen organisation, and then again it is been evaluated that it can meet with customer
requirements and increase the profits .
TASK
P1 Principles of menu planning and designing evaluation
Principles of menu designing and planning:
 Variety: In a menu,proper information related to every dish they serve is specified
clearly, and they have been categorised in different category as per the types of meal it it.
 Resources: A menu requires a lot of ingredients to prepare a dish. So it is necessary to
check the availability of those ingredient in the(Alhassan,Hadwen,2017)market of good
quality at the present time, so as to prepare the dish if customer wishes to have this.
 Seasonality: It is necessary to offer food as per the season , so that if customer offers
some season foods, it will be serves them so as to meet up with their expectation and able
to fulfil their demand.

 Nutrition: Menu are designed in such a way that it serves nutrition to the customer. This
helps in giving healthy food. Some customers are diet conscious, and emphasis more on
consuming nutritious food. That's why menu are developed which gives nutritional food
and fulfils the needs of their customer.
 Skilled staff: The restaurant needs to have well trained staff so that they can prepare the
food as per the menu and customer demands. (Ali,Mahmood, Mehreen, 2019)And they
also need to have skills to use different equipments to prepare food and fulfil the demand
of the consumer by serving as per their taste and preference.
Types of menu
 Table d'hote menu: In this type of menu, restaurant generally offers completer meal at
fixed price, with limited choice. They restaurant need to do preparation in advance to
serve customer at exact time.
 A la carte menu: In this type of menu, they had wide (Moon,Baker,Goughnour,2019)
choice of dishes and has different price for everything. Dishes are prepared on the spot
and it is served as per the requirement of customer.
 Special menu: This menu is generally offered for limited time. The restaurant gives
offers, discounts and seasonal special menu to the customer. This brings up customer
attraction and they can fulfil their requirement of availing their desired dishes at special
prices.
In context to The Fat Duck, the restaurant has A la carte Menu and Special menu, they offer wide
variety of dishes to the customer though which they can order limited quantity as per their
requirement as it prevents form wastage. As well (Armenski,Dwyer,Pavluković,2018)as they
give limited offers and seasonal discounts so that more customer can visit to eat at special prices.
P2 Fulfilment of customer and business requirements which can maximize the profits.
It is the main duty of restaurant to serve their customer the best of their services so that it
can fulfil their requirement and maximize their profits. The food and beverage is the rapidly
growing industry, everyone comes up with some new trend and innovation , as customer needs to
have something good and unique which can satisfy them.
In the current scenario, customer prefer to eat vegan food which does not include any sort of
dairy products. More over people are becoming (Medeiros,2019) diet conscious and focus more
on having healthy and quality food, so that they can stay fit. The customer demands that

restaurant must offer low calories, nutritional food, which have better taste. The customer wishes
to pay the price which is up to the quality and quantity of food served. It must be reasonable that,
they wish to pay the amount.
From point of view of business, they must have selected trained staff, expert chefs, which can do
innovation and bring a fusion of something new, so that it attracts customer and they prefers to
have this. The chefs must have knowledge to use kitchen equipments properly. The restaurant
need to give them proper training for the usage of such equipments and bring efficiency in
delivering the food fast. They restaurant need (Assunção Botelho,Araújo, Zandonadi, 2020) to
fix price that is acceptable for the customer to pay and serve them high quality food with that of
services.
In respect to The Fat Duck, the restaurant must offer dishes as per the trend and bring
continuous innovation in their dishes or services. For maximizing the profits, the restaurant must
follow the ongoing trend and serve accordingly. They must include low calories food, alcohol
free spaces, and include vegan food in their menu. The Fat Duck, needs to analyse the taste and
preference of their customer and prepare as per their requirement. Now a days people opt for
sugar free and nutritious food. So, the restaurant must update their menu and include these
desired trends and fix affordable price which is convenient for customer to pay in
correspondence to the quality and services they offered.
The Fat Duck, should have trained and expert chefs who can prepare food according to
the taste and preference, their customer prefers to have. They must give proper training to use the
kitchen equipments, so that they can deliver the food (Cheshire,2018)fastly with less wastage of
resources. All these can help in ensuring fulfilling the requirements of customer, it brings
efficiency in their services and attracts more customer to visit there which helps in generating
high profits.
TASK3
P5 Plan to develop a menu
It is necessary for The Fat Duck, to plan a menu by analysing the needs of customer
requirement by measuring the level of their taste and preference, so that restaurant can serve
them best, desired and quality food to their customers. For this, a menu plan is been developed as

per the customer needs so that it can help in increase(Czaja, and et.al., 2019) their popularity and
leads to increment in their profit margin:
 Prepare a menu idea : The menu for a restaurant must be short and gives and include
names in a unique way, so that it can be more emphasised by the customer. It is necessary
to prepare a short and understanding menu instead of too big. It can help in gaining
profits and increase their productivity.
 Include list of ingredients: While listing the dishes in menu The Fat Duck, can add the
ingredients that dish contains. This will give the brief description of what all is been
included. Customer can feel great if any of the favourite thing s is been added to it. This
helps in meeting the customer (Park,Lee, 2019) requirement and maximize profits of
restaurant.
 Choice of Supply chain: A restaurant must offer and include the supplier history so that
it gives an idea to the customer from where the dish is been exported and what charges it
carries on what basis. If the customer find it unique or if wish they can get something
which is seasonal or not available in the market.(Eagleton,2017) The restaurant can serve
them to fulfil their demand. Thus, it can increases their profitability.
 Setting cost of menu items: The items mentioned in the menu, needs to set cost by
properly analysing the cost of ingredients, and production cost. The prices need to be set
according to the affordability of target customer. So that it can be convenient to pay in
respect to the quality served.
 Plating and presentation: Serving the dish with good combination with good
decoration can make the visual look of dish more attractive. The menu must contain
photos of served dishes so that it can give attraction and increase their profits.
 Kitchen test: A kitchen test is required for The Fat Duck to taste the dishes, and analyse
it so that, if there they improve it before(Han,Hyun,2017) serving to the customer, and
serve them according to their desire. This can be profitable as it builds image and leads to
increasing profits.
P6 Produce menu which meets customer
In this point after analysing the needs of customer,a menu is been prepared for the
restaurant The Fat Duck, which meets the customer requirement. The menu prepared for the
restaurant is presented below:

The Fat Duck
Items Price
European
Batter fish
(fried fish coated with egg batter)
£ 135
Romanian Pork and Potato
(includes sour cream, mixed with pound pork
loin )
£240
Bulgarian Drob Sarma
(made of chapped lamb, rice and calf's liver
with savoury egg topping )
£220
Boeuf Bourguignon
(stew made of red wine,seasonal vegetables
including mushrooms and onions )
£169
British
Banger and mash
(sausage mashed potatoes with peas and spicy
gravy)
£300
Sunday Roast Dinner
(roasted meat, served with roasted potato along
with nutritious green leafy vegetables)
£340
Sound of the Sea
(mixture of sashimi, sea vegetables and sand )
£228
Dessert
Bacon and egg ice cream
(brown bread ice cream )
£170

Ice Lollies
(flavoured juices served in form of solid
lollies)
£220
The Fat Duck has designed and developed this menu for their customer, which contains dishes
which are healthy to eat, provide nutrition and(Lai, and et.al., 2019)offers low caloric food to
them. This is been developed by considering the trends and customer requirement , and serve
them according to their taste, preference and expectations.
P7 Test and evaluate the menu produced
The menu prepared for the restaurant The Fat Duck, is designed and produces as per the
customer requirement. It is been developed by analysing the taste and preference of the target
customer, and prices has been in appropriate manner as per the quality they offer and
affordability of the customer. The Fat Duck, had categorised their menu according the category
they come in. this make it feasible and easy for customer, to find the dish and order at that point
of time with full details. The restaurant evaluated or tested their produced menu using different
methods:
 Benchmarking: By setting the standards and measuring the actual performance with it,
this help in evaluating the menu. The Fat Duck, sets benchmark for their menu by setting
some targets they need to achieve through (Lo,King,Mackenzie,2017) this menu. If there
achieved the target and helps in building and gaining popularity. Then it can be analysed
that, the developed menu for restaurant is as per the requirement of customer and
following the current trends.
 Customer reviews and feedback:The developed menu offered to the customer and take
feedback and reviews from them in respect to the menu and the taste of dishes. By taking
feedbacks they can come to know about what customer (Seyitoglu, 2017) sees it and take
suggestions for further improvement. Through this The Fat Duck, can take steps to
improve it if, it is not as per the requirements and can maximize their profits.
 Key performance Indicators: On the basis of some key performance indicators sets by
The Fat Duck like, the efficiency in producing the food, usage of food -preparing
equipment, the performance of chefs,(May,Gable,Walker,2017)generation of sales,
serving and visual appearance of menu. These all can help in analysing the menu. By

using all these key performance indicators, the restaurant can check or evaluate if the
menu is as per the customer needs and the ongoing trends.
CONCLUSION
From the above report it is been concluded that menu planning , designing and developing id the
main component which helps a business in generating more revenue and helps a restaurant in
gaining more popularity. From this, it is also analysed that various principle are need to be kept
in consideration so as to develop an effective menu.
The chosen restaurant has 2 type of menu which is been developed as per the needs and
requirement of the target market, and followed the trends. It is also analysed that, appropriate
cost and pricing of menu, with proper analysis of it can help in maximizing the profits as it can
be affordable an correspondent to the quality, which customer is convenient for them to pay.
It is been concluded that menu needs to be developed as per the requirement of target
customer, so that it can bring efficiency for the restaurant, an it helps in generating revenue and
and increase popularity in the market.
Lastly, the whole menu is evaluated to check whether it is feasible by using different methods ,
to do a proper evaluation as proper menu can help in increasing their returns.

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