Menu Development, Planning and Design

This report discusses the principles of menu planning and designing to meet customer and business requirements for different menus. It also explores how to fulfill customer and business requirements for maximizing profits. The report further covers menu planning according to business and customer requirements for increasing profitability. The case study focuses on Fordwich Arms, a restaurant and pub in Canterbury, United Kingdom.

Menu Development,
Planning and design

Table of Contents
INTRODUCTION...........................................................................................................................2
LO1..................................................................................................................................................3
P1 Principles of menu planning and designing to meet customer and business requirements for
different menus.......................................................................................................................3
P2 Fulfilling the customer and business requirements for maximising profits for range of
different menus.......................................................................................................................4
LO2..................................................................................................................................................5
Covered in PPT.......................................................................................................................5
LO3..................................................................................................................................................5
P5 Menu plan according to business and customer requirements for increasing the profit for
organization............................................................................................................................5
P6 Menu for increasing profitability according to business and customer requirement for an
organization............................................................................................................................6
P7 Testing and evaluation of Menu........................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
Food and beverages plays a vital role in every day's life. Food is a substance which can
be consumed without harming the human body and beverages are drinks which are in the form of
liquid. Food and beverages services are part of hospitality industry and serves in restaurants,
cafes and many more places. Fordwich Arms is taken as base company in this project. Fordwich
Arms is a restaurant and pub from 1930s and incarnated recently. It is situated in Canterbury,
United Kingdom famous for its elegant Arts and Crafts style building. In this report, how menus
are planned and designed to meet customer and business requirements, costing and pricing of
menu is done and evaluation of menus has been discussed.
LO1
P1 Principles of menu planning and designing to meet customer and business requirements for
different menus
Menu is a type of card which includes a list all the food and beverages offering by the
restaurants and cafes. Menu is considered to be the most essential part in hospitality sector
(Armenski, Dwyer and Pavluković, 2018). It presents the image and style of the firm. It contain
all the information about the dishes with their prices and the main highlighting ingredients.
Manager of the firm make sure about all the food and beverages listed in menu should in
available.
Principles of planning and designing menus: Menu is considered to be the heart of food and
beverages industry. Both managers and staff helps in making the menus to enhance the image of
the restaurants. Menu should offers a variety of tastes with nutritious food and also special
dietary food. Factors such as medical requirements, beliefs, costs and many more are also
considered in planning and designing and compositions of menus are further explained below-
Medical requirements: It includes diet foods, lactose intolerance food, diabetic diets and many
more.
Beliefs: Religion such as Hindu, Islam, Judaism, Sikhs are also considered while developing
menus.
Gender: On the basis of gender various restaurants offers dishes which are healthy for kids.
Lifestyle: Vegetarian, non-vegetarian, vegan are included in this factor.
Compositions of Menu:

Variety: It includes food items according to their categories.
Resource: Resource are the elements of the food that available in sufficient quantity to add in the
menu.
Seasonality: Providing dishes according to the season such as serving ice-creams in summers.
Nutrition: Menu should include about the nutritional information of each dish
Staff: Staff should be skilled to prepare all the dishes that has been listed in the menu (Douglas,
Russell and Scott, 2019).
Menus should be prepare with proper planning and designing as it is the most important element
in hospitality industry. Different menus are served in different food service organization and
there are three main menus which are explained below-
 Table d'hôte: Table d'hôte is a French phrase which means the host's table. This menu
serves multiple course at a fixed price but with a little choice in dishes. Due to the limited
offers in the menu, it enable minimum wastage of food. Also less kitchen space is
equipped as the dishes are prepared at a fixed time. These menus are generally used in
weekday lunch time and can also be used in Christmas menu.
 À la carte: À la carte menu offers customers to order individual dishes. In context to
Fordwich Arms, they have a la carte menu which enable customers to order only single
dish. They offers a wide range of choice of dishes and each dish is costs separately and
expensive. More kitchen space and equipments are required for preparing dish. They
provide choices in all food and beverages in the restaurant.
 Set menu: It is a menu that provide little dishes to choose from and it is widely used in
large banquets. The dishes have fixed prices and it is generally serves in parties such as
wedding, birthday parties and many more.
P2 Fulfilling the customer and business requirements for maximising profits for range of
different menus
Food and beverages industry is a huge industry which preparing and serving to the
customers. They are responsible for the quality of food maintenance, pricing of the dishes and
maintaining the organization and also keep an eye on customers taste and preferences as
customers needs changes over the time (Doyle and et. al., 2020). Setting menus according to
customer and business requirements are mention below-

 Customer requirements: Food and beverages industry works keeping in mind the
requirements of the customers as it helps in maximizing the profitability of the firm
(Fusarelli, Fusarelli and Riddick, 2018). Different customers have different taste and
preferences and industry is fulfilling all the demands of the customers. For maximisation
of profit of Fordwich Arms, the customers requirements are mentioned below-
Current trends: People around the world is creating awareness about different food products,
their advantages and disadvantages on their health. And people are more switching towards the
trends. Recently, due to COVID 19 various restaurants and cafes were shut down as people were
not allowed to step of their houses. The people were more focus towards hygiene and
cleanliness. People who were non-vegetarian switching more towards having vegetarian and
trying vegan as it helps in gaining strong immune system. Food and beverages industries are also
moving more towards by introducing vegetarian, vegan and lactose intolerance dishes in their
menus for customers. In context to the selected restaurant, they were following all the protocols
given by WHO to resume the restaurant services safe and securely.
Food allergens: Food allergens are the ingredients which a customer can allergic and can affect
their body such as celery, peanuts, soya and so on. In context to the selected firm, they always
make sure about customer whether they are allergic to these ingredients or not.
Customer demand: Fordwich Arms design its menu keeping in mind the requirements of
customer as it attracts them which will helps in increasing the profitability of the firm. Business requirements: In order to provide best customer experience, the business
should have skilled staff and adequate facilities. It also requires proper planning of
everything and following of certain food safety and hygiene laws for implementing it to
the customers. In context to Fordwich Arms, its requirements in order for profit
maximisation are given below-
Training for staff: Fordwich Arms train their staff in order to polish their skills and helps in
improving their behaviour and make them talk in polite manner as they will be meeting the
customers directly and also represents the image of the restaurant.
Following laws: The selected restaurant has to follow certain rules and regulations in order to
operate the restaurant legally. Various food safety laws has to be followed for preparation and
serving the dishes.

LO2
(Covered in PPT)
LO3
P5 Menu plan according to business and customer requirements for increasing the profit for
organization
While planning menu for the restaurant, certain elements and factors are needed to be
added for meeting the requirements for both customers and businesses (Guyadeen and Seasons,
2018). In context to Fordwich Arms, various factors are mentioned below-
 Legal: Operations and funtions pf every restaurants and cafes are different and having
their legal terms and conditions. Fordwich Arms make sure about their employees and
staff safety by including health and safety legal terms.
 Planning menu in terms of their type of function: Different menus are planned for
every restaurant. Each restaurant has different functions and operations which is used in
gathering of people. In context to Fordwich Arms can design menus for events such
wedding party, birthday party etc.
 Menu balance and innovation: Innovating and designed menu can attract customers
easily. It is considered to be the most important factor and also it helps in serving dishes
according the taste and preferences of the customers. In reference to the selected
restaurant, their menus are very sober with minimalist design and colour which give a
royal touch to it. This attracts customers easily and helps in increasing the profitability of
the firm and also helps in fulfilling the demands and requirements of both customers and
businesses.
P6 Menu for increasing profitability according to business and customer requirement for an
organization.
Food Menu
 Cheese Sandwich
 Lasagne
 Ham Burger
 Eggs
£4.95
£10.95
£15.00
£4.00

 French Toast
 Pancakes
 Chicken
 Ham and cheese Wrap
£8.50
£6.00
£11.00
£5.40
Beverages Menu
 Espresso
 Macchiato
 Cappuccino Riesling Martini.5
 Hot Chocolate
 Bloody Mary
£2.40
£2.60
£4.95
£12.50
£6.00
£7.50
P7 Testing and evaluation of Menu
Menus are considered to be the most important elements of the restaurant (Hu and et. al.,
2020). It helps in analysing their work in the restaurant. For evaluating purpose, Fordwich Arms
developed their menu to about how effective and efficient their work is and it is mentioned
below-
 Benchmark: Benchmark is a standard which helps in evaluating the performance of an
organization. In context to Fordwich Arms, benchmark helps in analysing the number of
sales and profit gained. Benchmark also helps in developing and maintaining standard of
the restaurant and fulfilling the requirements of customers in an effective manner.
 KPI: Key Performance Indicators is used to evaluate the performance of the organization
and the how effectively they have achieving their goals. In context to Fordwich Arms,
they use key performance indicators to analyse their performance and evaluating the
revenue gain by them. Introducing new menu can also be developed by measuring KPIs.
 Collection, recording and evaluating feedbacks: Getting feedbacks from the customers
is the most effective way for gathering information and experiences of the customers.
Their feedbacks are essential for the selected restaurant as it helps in improving their
quality and service of work which includes redesigning their menus, ambience of the

restaurants, introducing new dishes and many more (Hwang, Zhu and Ming, 2017). These
feedbacks are analysed and recorded for the development of the things which are lacked
in customer point of view.
 Updating menu according to the feedbacks: Feedbacks from the customers plays a
vital role in developing and enhancing their menus (.Jewkes, 2018). In relation to the
selected restaurant, they take feedback from every customers and tries to bring change
and fulfil the requirements of the customers.
CONCLUSION
In the above report, it can be concluded that food and beverages sector is a part of huge
hospitality industry and they are known to be the main and essential part of the industry. This
report includes the principle of menu planning and designing and various types of menu are also
included to meet the customer and businesses requirements. Also, it contains the key
considerations while developing and producing accurately the costing and pricing of the menu.
Furthermore, a menu is planned and produced which meet the requirements of customers and
businesses to increase the profitability for the organization. And at last, testing and evaluation of
produced menu has been explained.

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