Menu Development, Planning and Design

This document discusses the principles of menu planning and design, customer and business requirements, costing and pricing menus, and how to develop a menu to increase profitability. It provides insights into the considerations and factors involved in creating a menu that meets customer needs and enhances business profits. The document also includes sample menus for everyday and conference options.

Menu Development,
Planning and Design

Table of Contents
INTRODUCTION...........................................................................................................................3
P1. Principles of menu planning and design to meet customer and business requirements...3
P2. Customer and business requirements to be fulfilled to increase profits for menus..........4
P3. Key considerations to be taken when costing and pricing menus....................................5
P4. Produce costed and priced menus to meet a range of customer requirements.................5
P5. Realistic plan to develop a menu meeting requirements of customers............................7
P6. Development of menu meeting customer and business requirements to increase
profitability.............................................................................................................................8
P7. Testing and evaluating the produced menu......................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Menu planning is defined as the procedure whereby hotels and cafes provide various
types of food and beverage items to customers with a view to satisfy them in an effective
manner. During the process of preparing the menu, pricing plays a crucial role as it has to be
strategized in accordance with the rival firms in mind. Menu designing can be referred to as the
decisions taken collectively by a restaurant or cafe related to creation of menu. The present
report is conducted upon Pasco cafe that is situated in busy surroundings near the railway
stations and commercial area. The owner of this cafe has taken the decision to create a new
design for the menu in order to cater to the needs and demands of customers at market place.
Further, it encompasses the key considerations that need to be taken into account while costing
or pricing the menu.
P1. Principles of menu planning and design to meet customer and business requirements
Principles of menu planning:
The principles of menu planning generally takes into account aspects such as balance,
variety, colour, flavours, shape and size of food, nutritional quality, aesthetics and many more.
Menu is considered as the main medium through which a restaurant or cafe seeks to interact with
the customers. In this regard, the principles of menu planning that need to be taken into
consideration by Pasco Cafe are enlisted below:-
 During the creation of the menu, dishes must be clear and have appropriate and specific
explanation regarding the pricing and main ingredients needed to prepare them.
 Desserts in the menu should be listed in an appealing way so that the attention of
customers can be effectively gained.
 An effectively designed menu will enable the diner to focus their concentration on all the
items of the menu and not being able to resist themselves from consuming the dishes.
 The star attraction of the cafe should be mentioned on the first page at the top so that the
attention of customers can be shifted to that dish.
Trialling and testing various types of menus: À la carte: This is a menu whereby each of the dishes is priced in a separate manner.
Waiting time has to be given to many of the dishes while some of them are cooked to
order.

 Table d'hôte: It is a French word which means the table of host. This menu that it is a
menu whereby there are fixed number of courses which do not alter on a constant basis.
There is limited choice available within all the courses and the prices of this menu are
rigid.
Menu planning constraints:
There are several constraints which are faced by an organisation during the process of
creation of menu. In this regard, the constraints that need to be taken into due account by Pasco
Cafe are skill set of staff members, availability of ingredients, selection of target audience,
industrial seasonality, quality standards and many more.
P2. Customer and business requirements to be fulfilled to increase profits for menus
Requirements of Customers
Greeting service: When a client enters a cafe, they prefer to be greeted and welcomed in
a warm way. This is important as it the first impression that the cafe leaves upon the customers.
Thus, it it crucial that the management of Pasco Cafe cordially greet the customers and thereby
inflate the chances of increasing profits and revenues for the entity.
Environment: Customers prefer to visit a cafe or restaurant only when they get a healthy
and positive environment there. In this relation, it has been identified that Pasco Cafe has a clean
and hygienic environment. The décor of the cafe is appealing enough to gain the attention of
customers towards it.
Food and drinks: This is the most crucial requirement of customers when they visit a
food and beverage outlet. Their main intent of visiting the cafe is to have access to wide array of
tastes in order to derive extensive satisfaction. The quality of the items need to be kept high by
Pasco cafe to make sure that customers leave the premises on a happy note.
Requirements of Business
Holding training sessions: It is essential that Pesco cafe carries out training sessions at
regular intervals with a view to upgrade the competence and knowledge base of employees. They
will be acquainted with customer service strategies so that the firm is able to gain maximum
satisfaction from the customers.
Market research: The cafe needs to carry out extensive market research on a constant
basis. This will provide assistance to Pesco cafe in identifying the needs and demands of people
in market and thereby creating offerings which can fulfil their requirements. As a result of this,

the entity will be able to design a menu which can satisfy the customers and thereby
consequently enhance the revenues and profits of the cafe.
P3. Key considerations to be taken when costing and pricing menus
Costing is regarded as a crucial aspect of the menu planning procedure. However, while
executing this process, a food and beverage organisation have to take into a number of
considerations as they place a significant impact over the menu pricing and costing process. In
this regard, the considerations that would be borne in mind by the manager of Pesco Cafe are
explained as underneath:-
Seasonal impact: This is a very essential aspect which a food and beverage outlet should
keep in mind. It is well known that in different season, people eat and drink diversely as per
respective seasonality. Pesco Cafe needs to create seasonal menu as per the requirements of
customers and acquire the raw materials in accordance with it.
Business policies: Every business have some environmental policies which are made as
per the regulation formed by the government. Along with this Pasco cafe should focus on
corporates social responsibility which is used to achieve desire aims objectives effectively. Apart
from this, also keep the price of food and other items constant to have favourable deals.
P4. Produce costed and priced menus to meet a range of customer requirements
A B C D E F G H I J
Menu Item
Total
Sold
Menu
Price
Porti
on
Cost
Food
Cost
%
Porti
on
C.M.
[1]
Total
Food
Sales
Total
Food
Cost
Total
C.M. C.M.%
Ham Sandwich 12 £10.95 £2.75
25.00
%
£8.2
0 £131.40 £33.00 £98.40 24.00%
Tuna Sandwich 8 £11.95 £4.25
36.00
%
£7.7
0 £95.60 £34.00 £61.60 15.00%
Salad 10 £6.95 £3.75
31.00
%
£8.2
0 £69.5 £21.5 £48 20.00%

Cheese
Sandwich 5 £10.95 £3.50
32.00
%
£7.4
5 £54.75 £17.5 £37.25 9.00%
Crisps 4 £14.95 £5.25
35.00
%
£9.7
0 £59.80 £21.00 £38.80 9.00%
Veg. Lasagne 6 £12.95 £4.00
31.00
%
£8.9
5 £77.70 £24.00 £53.70 13.00%
Non veg.
Lasagne
Veg Burger 5 £15.95 £7.25
45.00
%
£8.7
0 £79.75 36.25 £43.50 10.00%
Totals 50 £568.5 £151 £337.75
Item
Total
Sold
Menu
Price
Porti
on
Cost
Food
Cost
%
Porti
on
C.M.
Total
Food
Sales
Total
Food
Cost
Total
C.M. C.M.%
Cappuccino 31 £6.75 £1.93
28.59
%
£4.8
2 £59.83
£209.2
5 £149.42 4.63%
Cafe Latte 211 £6.75 £1.72
25.48
%
£5.0
3 £362.92
£1,424
.25
£1,061.3
3 31.54%
Espresso 71 £6.95 £1.53
22.01
%
£5.4
3 £108.63
£493.4
5 £384.82 10.61%
Hot Chocolate 19 £7.50 £2.23
29.73
%
£5.2
7 £42.37
£142.5
0 £100.13 2.84%
Tea 78 £5.95 £1.55
26.05
%
£4.4
0 £120.90
£464.1
0 £343.20 11.66%
Cafe frappé 129 £6.45 £1.68
26.05
%
£4.7
7 £216.72
£832.0
5 £615.33 19.28%
Cold Coffee 130 £6.95 £1.76
25.32
%
£5.1
9 £228.80
£903.5
0 £674.70 19.43%
Total 669
ACM
=
£4.9
8
£1,140.
70
£4,469
.10
£3,328.9
3
100.00
%

P5. Realistic plan to develop a menu meeting requirements of customers
It is essential for a food and beverage outlet to ascertain the factors which provide
assistance in meeting the needs and demands of customers. Through the fulfilment of their
requirements in the long run, a firm is able to enhance the profitability. Thus, the factors that can
help in developing an effective menu for Pesco Cafe are explained as follows:-
Funds requirement: In order to create a compelling plan, it is fundamental for each
eatery to conduct effective planning of the financial resources in order to ensure accomplishment
of corporate objectives in an effectual manner. The fund division within Pesco Cafe needs to
concentrate on the budgetary requirements and optimal utilisation of resources for fulfilment of
needs and demands of customers.
Address legitimate issues: According to the menu plan, organization needs to
concentrate upon lawful prerequisite as well as observe all the guidelines and regulations in order
to keep away from any sort of hazard and vulnerability present in the market. With respect to
Pesco cafe, it is determined that the organization should guarantee the compliance with such
laws so as to facilitate smooth working. Such lawful prerequisites incorporate representatives
compensation, well-being and quality of organisational offerings.
Ingredients: It is the menu which characterizes the brand and illustrates its achievement.
So this is basic for Pesco cafe to pick effective ingredients so as to facilitate increment of the
purchasing limit and furthermore to make sense of the best approach to limit the waste. In this
regard, it is important that the cafe must be certain about the nutritional flavours which are added
with a view to upgrade the existent quality of offerings of the cafe.
Supplier choice: Having right merchant is considered as the key to enable development
and growth of the business in an effective manner. Pesco cafe should identify potential vendors
who can provide the raw materials at reasonable prices. With the usage of such raw materials the
firm would be able to develop offerings that can meet the expectations of customers and inflate
the organisational profits.
Vendor selection: Having right vendor is important key to grow and expand business.
Pasco cafe must identify vendor who can deliver raw material on time as this aid in delivering
timely service to consumer. Hence this assist brand to grow in terms of quantity and supplier can
provide ingredient as per season.

P6. Development of menu meeting customer and business requirements to increase profitability
Everyday Menu:
Pasco Cafe
Food menu Beverages menu
 Tuna Sandwich
 Ham sandwich
 Salad
 Cheese sandwich
 Crisp
 Veg. Lasagne
 Veg Burger
£11.95
£10.95
£06.95
£10.95
£14.95
£12.95
£15.95
 Cappuccino
 Cafe Latte
 Espresso
 Hot Chocolate
 Tea
 Cafe frappé
 Cold Coffee
£6.75
£6.75
£6.95
£7.50
£5.95
£6.45
£6.95
Conference Menu:
Pasco Cafe
Buffet Option
 Selecting different burgers and chips.............................£6.95 Choosing various sandwich and chips...........................£8.95
Option A Selecting of sandwich and open rolls, home made sausage rolls, and have wide variety
of savouries..................................................................£13.00
Option B Cassoulet, Beef Bourguignon, chocolate souffle, Flamiche and Fresh mixed leaf
pork............................................................................£15.95.
Option C Fresh salad of mix vegetables, carved beef, Slice of Finest Pork Pie, Carved Gammon
Platter, Coleslaw Salad, Selection of Pickles & Savouries, Chinese Spare
Ribs..........................................................................£18.95
£ (per person)

P7. Testing and evaluating the produced menu
Whenever a menu is developed by a restaurant or cafe, it is essential that the organisation
tests and evaluates the same in order to determine whether it is compatible with the market
demands or not. In this relation, the various types of techniques as well as tools that are put to
use by a company in order to evaluate the menu are described as underneath:-
Taking customer feedbacks:
The major intent behind gaining feedbacks from clients is the identification of mistakes
or areas whereby improvements can be incorporated by the organisation. In this regard, the main
aim of Pasco Cafe would be to render high quality services and present them in the menu in an
effective manner so that a large base of audience can be effectively appealed. Feedbacks are
taken by way of questionnaires sent via mail to customers. This will provide aid to the company
in gaining knowledge of the views and opinions of clients in response to the menu.
KPI:
This is a technique that is used by cafes with a view to gain knowledge of the
performance of cafe in the market place. In this regard, it is identified that this technique
provides assistance to the enterprise in comprehending the revenues as well as profits generated
by it as a result of introduction of new menu in market. This will help Pasco Cafe in determining
the areas where improvements can be made in menu to enhance the performance of business.
CONCLUSION
On the basis of above discussion, it can be said that developing, planning and designing a
menu is an important part of every restaurant or cafe. In addition to this, it has been identified
that there are various types of menus which are prepared in accordance with the needs and
demands of customers at market place. Besides this, it has been acknowledged that there are
several considerations which need to be taken into account by the organisation while devising the
price for the menu. Apart from this, it is recognised that KPIs as well as customer feedbacks are
two ways through which a company's menu can be tested and evaluated.

REFERENCES
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