Menu Development, Planning and Design

This study focuses on menu development, planning, and design in the context of Pasco Cafe, a renowned Italian restaurant. It explores different types of menus, their impact on customer and business requirements, and key considerations for menu costing and pricing. The study also provides recommendations for meeting trends in customer and business requirements and offers a realistic plan for menu development with key performance indicators. Recommended for students studying hospitality management or restaurant operations.

MENU DEVELOPMENT,
PLANNING AND DESIGN
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TABLE OF CONTENT
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
Types of menu design and planning to meet business and customers needs...............................3
Three different types of menu to explore customer and business requirements which needs to
be fulfilled....................................................................................................................................4
Impact that customer and business requirements have upon the planning and design of menus 5
Conclusion and recommendations for meeting trends in customers and business requirements
for the organization......................................................................................................................5
Realistic plan to develop menu and key performance indicator..................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Menu is list of dishes that is available in a restaurant or hotels. Main purpose of menu
planning is used as a marketing tools and sources of information provides to customers. Menu
planner and development need to be highly skilled in areas that includes current trends of foods,
cost of seasonality food, menu idea list and must be considered while designing menu. This
study focus on Pasco Cafe, which is based in Cottingham, East Yorkshire. Pasco cafe is famous
for its Italian dishes and has almost 30 years of experience in this industry [Pasco's Italian, 2021].
The report elaborate design of menu that meet requirements of customer and business need and
how that requirements maximize profits for a range of various menu. Further, report discuss key
considerations while costing and pricing menu. Lastly, a plan is produce that meets business and
customer needs and then menu is examined and evaluate accordingly.
Types of menu design and planning to meet business and customers needs.
Menu design is generally influence by two main factors that includes satisfaction of
customers and decisions of management. Planning of menu is based on main principles like
nutritional quality, balance, colour, texture, choice of lifestyles and flavours of foods. Following
are types of menus that restaurant includes:
Set Menu
It is a menu in which fewer items of dishes are provided to choose from and restaurant set
fixed price for each food items. Set menu is basically used in large functions in which group of
people can order particular foods items and dishes are prepared together and served.
A la carte
This menu also known as 'from the menu' or 'according to the card'. A la carte is a menu
that lists the prices of items individually. However, prices can be higher for this menu. A la carte
menu provides more flexibility to customers as they can choose separate food items and merge
them (Kim, Sauerwald and Sukpatch, 2021). It also has longer waiting times because dishes are
prepared and then finished to order. For instance, customer can order main course but no starters
or may be order only desert or drinks and nothing else. In a la carte, customers has no set
prescription on using restaurant, and they decide how much money they spend during their meal.
Dishes are more costly as compare with table d'hote and need more space or utensils.
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Table d'hote
Table d'hote also known as 'the host's table' is a menu that offers a complete meal with
specific number of courses but with fixed prices. Dishes provided in this will be ready and serve
at a fixed time. It meets needs of customers in which multi course meals are provided, however
only few choices are available with fixed charge price. It also benefits Pasco cafe as it make sure
that wastage of food is minimum and efficient operation of food is achieved (Jawabreh and et.al
2018). Dishes are prepared at a set time, as a result less space of kitchen is utilized and fewer
utensils or service equipments are requested.
Three different types of menu to explore customer and business requirements which needs to be
fulfilled
All the menu's have a different customer base and fulfilment of the customers which is
going to be present. It is important for the company to make sure that they are being able to get
in the right functioning and operations through menu so that there is going to be higher
consequences. Following report is going to discuss the factors which are present in the market in
order to get in higher operations and satisfaction of the clients.
 Business requirement
The menu should consider of products which can be produced by the employees and is
realistic in nature which is good for the standards of the company. Staff should be able to make
sure that the customers are not waiting in the Cafe for a long time (Shahab, Clinch and O’Neill,
2019). It is important to have a good static of menu in nature so that the raw material and
inventory is well maintained so that there is going to be higher functioning and serving which is
going to be present.
 Customer requirement
It is during planning of the menu that the requirements of the customers which has to be
included so that there is going to be higher outcomes which would be present. Quick bites is the
speciality of Pasco Cafe since the Cafe is located next to offices and railway station and the
customers need a quick bite so that they can continue with their daily lifestyle. Clients always
want variety in the taste which the company is providing them and it is important for the
organization to make sure that they are being able to fulfil this factor.
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 Safety, health and hygiene
There is going to be a lot of difference which is going to come in the menu of the cafe
because of the health and safety measures. The varieties of the cafe must not be wasted which is
going to be resulting in higher cost saving for the organization to have. To be able to have a
higher standard and reputation in the market the organization will have to make sure that they are
having good measures for the clients safety as well. Employees must be provided with
comfortable clothes and shoes and must wear the safety wares like cap, gloves, etc. which is
going to make Pasco have a good image in the competition which is present (Fahmi and et.al.,
2021).
Impact that customer and business requirements have upon the planning and design of menus
There is a huge impact which the organization is having on the working of the
organization so that there is going to be higher performance which is going to be present. Menu
has to be designed effectively so that there is going to be good marketing which is going to be
considered in the organization which is going to make the profit margins and functioning of
Pasco be higher in the competitive market (Jamei and et.al., 2017). Customers are going to
decide the font and colour of the menu which is going to be presented to the clients. Pasco is
having a strong base in the locality due to its menu which the company is having and this is
going to be a great factor for the overall development of the company which is going to be
present. Business wants to have higher economic stability in the market so that they would be
able to make a strong base for themselves in the market which is good for the further investment
and getting in the raw materials as well.
Conclusion and recommendations for meeting trends in customers and business requirements for
the organization
There are a lot of factors which have to be considered by organization and are trending as
well so that there are going to be higher consequences that are going to be present. Cost cut food
products is one of them and the competition in the market as well which has to be well analysed
and affected. Customer satisfaction is the most important aspect which the company must have
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so that there is good working and productivity which is present. Travellers in United Kingdom is
also huge which has to be targetted well by Pasco cafe in order to get in loyalty and branding of
the cafe higher in the market which is a great factor for a long run (Seward and et.al., 2017).
Design of the menu is going to be according to the customers so that there is good higher
satisfaction which is going to be present so that the trends are well evaluated and the reputation
and portfolio of the company can be improved for a better functioning. Electronic menu and tech
services have to be included so that there is going to be a good flow and improvement which can
come in the cafe and make the overall development of the organization in the market for a longer
stability in the market.
Realistic plan to develop menu and key performance indicator
Table d'hôte is the menu type which Pasco must opt for so that the organization will be
able to make sure that they are having the right standards and working which is going to be
present. The menu must be decided according to the clients which are coming in the organization
so that there is going to be higher sales and profit margins which is going to be present.
 Target Customers
Due to the location the age group which Pasco Cafe is targetting for is between 25 and 50
years which is attracted to fast food very easily. Fast food is easily manufactured and quick bites
is going to make a strong base in the market as well (Qian and et.al., 2017).
 Appropriateness of Menu
Menu must not include any details of the nutritional value and diet information so that the
customers are not going to be conscious much and will be able to purchase effectively. The
customers are getting health conscious which needs to be balanced so that there are going to be
higher outcomes which would be present.
 Cultural preferences
Fast food is preferred in United Kingdom by the majority of the population since they
have developed their taste for these products is a great factor. Pasco is going to find it useful to
be able to service this factor in the market.
 Local and Seasonal Product
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Table d'hôte is preferable for Pasco Cafe since this is going to get in more loyalty because
the customers will not waste their time to analyse the menu and be able to order more in less
time which is beneficial for the economic factor of the company (Natephra and et.al., 2017).
Quality and quantity of the products in Pasco Cafe is well maintained and that is good for a long
run. Menu Engineering
1. Star- Products like pizza and burger are very popular and also having higher profitability
in the market making the economic factor of the company be higher.
2. Horse- The profit margins are going to be lower but popularity is going to be higher like
soft drinks (Zhang and Peng, 2021).
3. Puzzle- Profit margins are going to be high but the popularity is going to be low, for
example, French fries since they are starters.
4. Dog- Low profitability and popularity in the market like Desserts since the fast food is a
good quick bite.
Key performance indicator to measure success
Using Table d'hôte menu type must be evaluated and analysed before it is introduced in
the market so that there is going to be higher performance and working which is going to be
present. Business has to make sure that there is good working and efficiency which is going to be
present if the menu is measured. Table d'hôte can be introduced and then key performance
indicator must be implemented so that Pasco will be able to improve the menu accordingly
which is going to be highly beneficial (Kildea and et.al., 2019). Reaction of the clients is not
very predictable in nature which is why measuring is a very important aspect. Being situated
between railway station and offices this is a very appreciable method which Pasco can use so that
clients would get more attracted with the rates as well as faster ordering.
Solutions for any problem
It is very important for Pasco to make sure that they are using Table d'hôte so that they
can make the satisfaction level of the customers be higher. The tourists who are travelling are
also going to find it easier to be able to order their meals in one go which is going to make the
satisfaction level be increased and that is good for the overall development (McLeod, Scheurer
and Curtis, 2017). Table d'hôte is not appreciated in Café's very much but due to the regular and
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loyalty of the locals the Cafe must take this measure which is going to be highly beneficial for a
long run and stability is also going to be observed in Pasco Cafe.
CONCLUSION
From the above report it can be concluded that there are a lot of impacts of consumers
and business on the menu which the restaurants and cafés come up with. These factors have to be
well analysed and implemented so that the end results and profit margins are going to be higher.
Businesses have to make sure that there are right actions and development which are being done
so that there is higher brand image which is going to be present in the organization.
Understanding the locality and clients which are coming in the market so that there is going to be
higher operations and performance which is going to be present and that is a great factor for the
organizations long run.
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REFERENCES
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