Menu Development, Planning and Design

This report discusses the principles of menu planning and design in the hospitality industry, focusing on the requirements of customers and the profitability of the business. It explores different types of menus, such as a la carte, table d'hote, du jour, cycle, and static menus, and their suitability for meeting customer expectations. The report also highlights the impact of customer requirements on menu planning and design, and provides recommendations for adapting to changing trends. A detailed plan for menu development is included as well.

Unit 21 Menu Development,
planning and design

Table of Contents
Introduction .....................................................................................................................................3
Principle of menu planning to meet the requirement of customer and hotel as well ..................4
Three different menus to met the expectations of customer and business ..................................5
Impact of business and customer requirements on planning and design of the menus ..............6
Recommendations........................................................................................................................6
Detailed plan of the menu............................................................................................................7
LO2 covered in PPT ....................................................................................................................8
Conclusion ......................................................................................................................................8
.........................................................................................................................................................9
REFERENCES................................................................................................................................9

Introduction
Menu refers to a list which includes different variety of foods and beverages along with
their prices offered by the restaurant and hotel to their customer (Seyitoglu, 2017). Menu can be
presented in the form of printed paper sheet or digitally. The major objective behind planning
menu is to serve the requirement, needs and desires of the customer and also it must fulfil the
desired profit of the company. This report focuses on hotel Sunborn hotel which is located in
London, this hotel provide all the luxurious services to its customers along with spa, restaurant,
bar, lounge, rooftop bar, etc. this report includes principle of menu and its type which can meet
the basic requirements of customer. Besides this, the key consideration while designing the menu
is being mentioned in this report. This report includes a realistic menu which can meet the
requirement of customer as well as the hotel.
Principle of menu planning to meet the requirement of customer and hotel as well
While planning any menu it is must, to consider that it suits the different wants, needs
and desires of the customer along with the hotel and restaurant also get the desired profitability.
Principle of menu planning consist – nutritional qualities, variety, texture, flavours of dishes,
price, size and shape of the food and dishes. Planning of menu also depends on timing- like if the
customer is looking for breakfast so there will be different menu for breakfast and if customer
want to have lunch so the menu will be different for lunch it will include- soup, salads, main
course, dessert etc. but it totally depends on the size of menu and dishes breakfast and dinner
menu can be sum-up in one menu by getting divided in different sections. For planning a menu

it should be consider that it must satisfy the profitability of the hotel as well, like those dishes
who contains high price should be situated at the top of the menu.
Types of menu
Ala carta menu
This kind of menu focuses on pricing of each dish and food item separately(Photiadou
and et.al, 2021). Ala cart menu provides flexibility to the customer as they can choose individual
item or more than one item and combine them as per their suitability.
Table d'Hote menu
This is known to be the best menu for the perspective of restaurant and hotels as it
provides multi-course meal to customers at a fixed total price. The meaning of table d'Hote
menu is “table of the host” means the chef of the restaurant or hotel is offering a special dish or
meal to the customer and it totally depends on the customer whether they want to have it or not.
It types of menu basically provides combination of dishes and as per the choices of customer
they may select from the menu.
Du Jour menu
This is kind of menu which changes every day, depend on the availability and what chef
has prepared(Gao and et.al, 2018). It may happen that, if the customer what any special dish,
which is not available for the restaurant they may deny the customer. So this menu is not
profitable for the perspective of restaurant and hotel.
Cycle menu
This menu provides repeated options for a specified time duration. For example – hotel
suborn offers special kind of Pizza on every Sunday not on usual days(Nguyen and et.al, 2018).
The reason behind offering such menu is to attract the customer on weekends.
Static menu
It is a large menu which divided in different categorises, and this didn't get changed
often. This menu contains everything and also offers different options to the customer therefore
it is one of the most popular and trending menu. Static menu defines everything which the
restaurant and hotel offers such as breakfast, dinner, bar, beverages, etc.
Three different menus to met the expectations of customer and business
La Carte menu

This menu has a wide benefits for the restaurant and customer as well. All then dishes
which is offered by this menu satisfy the wants and desires of the customer because it gives a
facility to the customer to choose individual dish from the entire menu. Mostly youngster visits
Sunborn hotel often for example they want to have coffee, sandwich and pizza. So due to, la
carte menu they can order all these dishes separately by paying different prices of each dish. So
this menu is helpful in meeting the expectations of customers on the other hand it is suitable for
the restaurant as well, because they may get different prices of different dishes some dishes may
carry higher prices and some are low. For example, the prizes of Pizza will be high as compared
to coffee. So the restaurant will easily attain the set profitability by this menu.
Table d'Hote menu
This menu provides multi course meal at fixed price and offerers only few choices to the
customers. It is suitable for families and for those who often visit the restaurant and hotels on
weekends, holidays and want to have proper lunch or dinner at fixed prices. It kind of menu
provides almost every necessary dishes like – dessert, breads, beverages, soup, etc. at a fixed
cost, and customer often prefer this menu when they want to enjoy with their family and want to
have more than one dish at less price(Moreno and et.al, 2019). This menu also fulfils the
expectations of the restaurant and hotel as well because they already decide the price of dishes
after calculating their profit. Like how much profit they will earn if they provide- cocktails,
drink and meal together. It is also convenient for the restaurant to prepare such meal because
they carry all the basic and necessary ingredients to make a dish.
Static menu
As this menu is quite popular and come in large size and also contains all the dishes and
food offered buy the restaurant. This menu is very much suitable for the customer and attract so
many customers from different age group. This menu has all the dishes which a customer can
order, if any youngster want junk food on the opposite if the family wants healthy and green
food, this menu serves them with their desired dishes. On the other hand it is convenient for the
restaurant also as they can charge different prices for different food and dishes, but restaurant
don't charge high prices from the customer so that they don't switch to other hotels.
Impact of business and customer requirements on planning and design of the menus
The main motive of restaurants and hotels is to fulfil the requirements of customers thus
customer affects the planning and design of of menu. Therefore, the menu get influenced by the

choices and preference of the customer(Jawabreh and et.al, 2018). Nowadays customer prefer
healthy and green food so it is the responsibility of restaurant to develop a balance between the
changing demands of customers and what they can cook best to earn profit. Needs and wants of
the customer is getting changed every day some want pure vegetarian food, some want non- veg
and some want dairy free food. So now its up to the restaurant how they deal with such scenario
to satisfy customer and at the same time they need to manage their profitability as well. On the
other hand menu should satisfy the desires of the restaurant as well, because menu is a key which
keeps the brand of hotel and restaurant alive in the minds of the customer, Because menu do
marketing for the restaurant and hotels and also help the restaurant to manage their budget and
try to deliver excellent customer services. Beside this, the main agenda of restaurant is to earn
high profit for that it is necessary for the restaurant to select appropriate price which can be
affordable by the customers and do not affect the profitability of the restaurant.
Recommendations
It is recommended that, hotel Sunborn should follow the trend which is going on among
the customers. Now the customer is conscious about their health and they want healthy and
organic food which can meet the health goal of the customer. On the other hand the pandemic is
still there due to that the customer wants hygienic food and the premises of the restaurant also
clean and properly maintained(Jogaratnam, 2017). Apart from this, customers prefer to get
online delivery and take away of their food instead of visiting to the restaurant. To keep an eye
on this changing trend now the Sunborn hotel is offering digital menu as the customer is seeking
for highest safety. On the other hand hotel has to make such necessary changes in their set
budget for that they a=can work with half of their workers to meet the news market trend so that
is does not affect the ultimate goal of the restaurant.
Detailed plan of the menu
When a dish is served separately than compared to a whole meal then it is called as A la carte
menu, this is an effective way because through this company tend to attract customers which are
willing to utilize specific level of services by the organization (Seyitoglu, 2017).
This menu type is effective because are empowered to make their order for the specific type of
dish which they want to consume and because of which they can make direct purchase of the
specific order provided by the organization.
Key performance indicator

Sale per customers; This is an effective way of selling organizational services to the customers
and through which high level of revenue can be achieved because services are not provided in
the form of bunch product due to which premium pricing can be established for sales per
customer.
Table turn rate: This is effective way for analysing the KPI for A la carte menu type because the
services are provided as an individual product rather than whole because of which through
analysing the tables turn rate organizational sales can be identified.
Problems associated with the A la carte menu:
1. Organizational products are provided as an whole to the customers because of which it is
highly efficient and also at the same time increases expenditures for the customers
because of which has to face limitations in sales (Saputri, Rojroongwasinkul and
Tangsuphoom, 2018).
2. High prices are established on individual products due to which products sale is affected
and also each dish has to be developed in a specific attractive way because of which it is
a time consuming process.
3. Unable to attract the wide section of customers who are willing to utilize organizational
services in large quantity because of which is not able to attract a large section of the
society.
4. Customers are able to analyse the level of organizational services before making direct
contact with the organization because of which there are high chances that customers are
able to implement brand switching because of which it makes a direct negative impact
upon the economic growth of the organization.
Recommended solutions
1. Products are sold as an individual as compared to a whole services because of which
company is not able to attract the wide section of the society due to which an mixed
integrated approach can be utilized in which customers are empowered to utilize whole
services and also can make purchase of individual products through which high work
productivity can be achieved.
2. Low pricing can be set on the products such that cost to customer can be reduced through
which organizational sales can be increased and also with that customer diversity can also
be achieved.

3. By integrating several new variety of dishes customer retention can be increased through
which company can make concentrated efforts for attracting new customers towards the
organization for achieving efficient economic growth.
LO2 covered in PPT
Conclusion
After analysing the entire report it can be concluded that, this report speaks about the
planning and designing of the menu and its type. How the choices and preferences of the
customer affects the prices of the menu apart from this how a menu can fulfil the expectations of
the business and and customers as well. Apart from this various recommendation has been
mentioned in this report.

REFERENCES
Books and journals

Gao and et.al, 2018. Identifying competitors through comparative relation mining of online
reviews in the restaurant industry. International Journal of Hospitality
Management, 71, pp.19-32.
Jawabreh and et.al, 2018. The impact of menus on the customer satisfaction in restaurants
classified in Aqaba special economic zone authority (ASEZA). Journal of Tourism,
Hospitality and Sports.33.pp.29-39.
Jogaratnam, G., 2017. How organizational culture influences market orientation and business
performance in the restaurant industry. Journal of Hospitality and Tourism
Management, 31, pp.211-219.
Moreno and et.al, 2019. Reviewing the progress of information and communication technology
in the restaurant industry. Journal of Hospitality and Tourism Technology.
Nguyen and et.al, 2018. Understanding customer satisfaction in the UK quick service restaurant
industry. British Food Journal.
Photiadou and et.al, 2021. Designing a Climate Service for Planning Climate Actions in
Vulnerable Countries. Atmosphere.12(1). p.121.
Saputri, E.M., Rojroongwasinkul, N. and Tangsuphoom, N., 2018, May. Effect of food serving
style on quantity and composition of food waste generated from university canteens: a
study at Mulawarman University, Indonesia. In 3rd International Conference of
Integrated Intellectual Community (ICONIC).
Seyitoglu, F., 2017. Components of the menu planning process: the case of five star hotels in
Antalya. British Food Journal.
Seyitoglu, F., 2017. Components of the menu planning process: the case of five star hotels in
Antalya. British Food Journal.