Menu Development, Planning and Design

This guide explores menu development, planning and design for restaurants, with a focus on key considerations for costing and pricing menus, producing realistic plans, and testing and evaluating menus. It includes an overview of the Fat and Duck restaurant, and provides recommendations for success.

Menu Development,
Planning and Design

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of organization.........................................................................................................3
Determining the key consideration that is needed to be taken in account while costing
and pricing menu.......................................................................................................................3
Producing the accurately costed and priced menu for meeting customer requirements
.....................................................................................................................................................5
Analysing the approaches of menu costing and pricing in order to use effective
method for accurately cost and price menus to maximise profitability.............................6
In-depth plan for menu development involving KPI for measuring success along with
providing recommendations....................................................................................................6
Producing the realistic plan for developing menu in meeting customers and business
requirement................................................................................................................................6
Producing the menu that meets customer and business requirements...........................7
Testing and evaluating the produced menu.........................................................................8
Producing realistic menu with the help of costed plan that meets the overall business
objective......................................................................................................................................9
Justified recommendations for the improvement based on tests and evaluation of the
menu...........................................................................................................................................9
CONCLUSION...............................................................................................................................9
REFERENCES............................................................................................................................10
Online........................................................................................................................................11

INTRODUCTION
Menu development planning and design plays vital role in preparing menu for
restaurant. Menu plays crucial role in attracting the large number of customers. In
menu, all the elements have been described that is being served by the food
organization. Therefore, menu planning is the most important aspect in context of
performing planning and organizing in food industry (NEBİOĞLU, 2020). Effective menu
planning lead to full-fill business and customer requirement and assures larger benefits
to business. The current study will explore the concept of menu planning and designing
in food industry. Fat and Duck restaurant in one of the lading restaurant that is located
in UK. The organization is providing effective food and beverages products to
customers and assuring satisfaction to them. The report will examine fat and duck
restaurant and applies the major aspects that are needed while preparing menu.
The report will highlight the key considerations that has to be taken while designing
menu. Also, costed are priced menu will be highlighted to meet the customer
requirements. Furthermore, realistic plan will be developed in terms of preparing menu
that meets customer satisfaction and assure satisfaction to business. On the basis of
the plan menu will be developed. Moreover, produced menu will be tested and
evaluated.
MAIN BODY
Overview of organization
Fat and Duck restaurant is the fine dining restaurant located in Bray, Berkshire. It
is run by celebrity chef proprietor named Heston Blumenthal. The organization has
adopted effective Menu in terms of attracting the customers. Dishes that has been
mentioned in the fat and duck restaurant are- Palate cleanser that is made of Vodka
and the green tea, liquid nitrogen and tea (The Fat Duck, 2022). Ice cream of both the
crab, bacon and the egg. Mock turtle soup, toast sandwiches and on dishes. The
organization has been proven in satisfying customers in effective manner.
Determining the key consideration that is needed to be taken in account while costing
and pricing menu
In order to perform menu planning and development it is highly important that the
key consideration must be discussed as the key considerations are aligned with the

major needs which is further linked to the resources that are required for setting the
pricing of menu. The impact of the cost directly determines the profitability rate. The
major costs and revenues are entitled with the cost-profit ratios, revenue figures,
staffing cost and energy cost as well (Filimonau and Delysia, 2019). Thus, fat and duck
restaurant needs to take care of the key consideration while deciding the menu pricing
at it might impact the profitability of business. In order to understand this concept with
clearance, below is the description of major key considerations.
Impact of the cost and revenue from various sources
The cost and revenues plays vital role in implementing the pricing menu. The
operational cost that includes the rent and utilities has been taken as 5%-10% for fat
duck restaurant. The food cost is about 25-30% of the food sales. Labour cost is roughly
around the 20%. Marketing and promotional cost is 20%. The promotion is being done
in effective manner. Thus, within calculating the cost the pricing of menu needs to be
decided. If the cost is low then, it indicates profit and menu pricing can be done low.
However, if the cost is high then, menu pricing needs to be done high so, the cost can
be cover. The another part, revenue figure also plays vital role in deciding menu
pricing. The restaurant revenue can be determined as the retained earning that is within
restaurant after setting down all expenses and cost (Dolnicar Juvan and Grün, 2020).
Thus, if fat and duck restaurant earn have effective revenue figure then more of the
items can be added in menu and pricing can be performed.
Business environment policies
Business environment policies plays crucial role in determining in which a
business must behave. Restaurant sustainability policy influence food organizations to
prepare the menu that is associated with sustainable food. However, adopting this
concept increases the price of costing for menu but, it leads to attract number of
customers as customers are highly conscious about sustainable food (Shafieizadeh and
Tao, 2020). Thus, in this manner environment policy leads to affect the menu pricing. In
similar manner, fat and duck restaurant is highly influenced from this policy. The pricing
of menu of the organization is high as the organization is following the restaurant
sustainability concept.
Current economic climates and cost of produce

Menu costs has been determined as one of the Costs of inflation. If the prices
keep getting higher then it automatically implies the direct impact over the prices of
menu in organization as well. Change in diet of the people and are also impacting the
menu pricing. Therefore, it is important to analyse the analyse the current economic
condition and on the basis of that pricing of menu is being determined.
Seasonality restrictions on menu costs calculations
The demand for the food in relation of the season keeps changing and this
further impacts the menu pricing. When there has been effective harvest is being done
then, the cost of the products becomes down. On the other hand, when the harvesting
is not being done in effective manner due to seasonal restrictions in such situation the
prices of menu becomes high (Noone and Cachia, 2020). Thus, in this manner seasonal
restriction is influencing the menu cost calculations in fat and duck restaurant.
Therefore, this is one of the key consideration that is needed to be undertaken while
establishing menu price.
Producing the accurately costed and priced menu for meeting customer requirements
The Fat and Duck restaurant can effectively utilise the different methods for
approaching the efficient menu pricing that full-fills customer requirements and helps in
maximising the profitability of business. Here is the example-
Pricing the raw food cost of the product- The pricing can be done by the
organization within calculating the beginning inventory and purchases and then it needs
to be subtracted from the ending of the total inventory (YİĞİTOĞLU, 2020). Lastly, the
result needs to be divided on from total food sales.
Competition pricing- There is high competition in food industry therefore, competitor
prices need to be evaluated for producing the accurately costed priced menu. Also,
keeping check over competitor’s price helps in knowing the requirements of customers
as well. The prices have been set on the basis of customer requirements.
Demand of public- Menu pricing is associated with the cost that is required in order to
prepare the dish. However, demand by the customer is important part as those dishes
who are high in demand are liked by the customers therefore, price of those dishes that
are in demand can be set as high in menu (Ngan and et.al., 2022).
Thus, in this manner fat and duck restaurant can accurately costed and priced.

(Remaining has been done in EXCEL SHEET)
Analysing the approaches of menu costing and pricing in order to use effective method
for accurately cost and price menus to maximise profitability
As it has been mentioned above that there are different approached of menu
pricing that can be used by food organization for maximising their profit. It can be done
within adopting the approaches- pricing based on raw food cost of the product, on the
basis of competition, on the basis of demand. Thus, these approached leads to analyse
the market as well and this helps in knowing the demand of customers as well. Thus,
full-filling the demand of customers helps in maximising the profit of business.
In-depth plan for menu development involving KPI for measuring success along with
providing recommendations
Proper menu planning and its development requires the KPI in order to evaluate the
organization success that can assure higher success to business. Key performance
indicator helps in targeting new customers as the performance cab be easily known by
the company (Christopher and Machado, 2019). Key performance indicator helps in
analysing the performance of business therefore, it can be used by the Fat and duck
restaurant in terms of making further plans. The major recommendation that are
available to fat and duck restaurant are- taking proper feedbacks, using the iconography
to attract and highlighting of menu items.
Producing the realistic plan for developing menu in meeting customers and business
requirement
Preparing and organizing correct menu is highly required as it helps in supporting
customers and business requirements. In accordance with this context, here is the
description of the proper realistic plan for producing menu:
Creating the concept of menu- In this step fat and duck restaurant must understand
the concept of menu un which they need to decide the kind of style, ambience and
decor is needed as this helps in attracting the customers (Lai ans et.al., 2019). The
major concept is related to selecting dishes as this helps in attracting customers.
Core ingredients- After selection of dish the focus by organization has to be assured
over selecting ingredients that needs to be add while making the food. It must be
combined with effective taste and flavours that makes the food delicious. Some

customers prefer healthy food and some prefer only taste. Thus, in this manner
requirement of customer must be full-fill.
Supply chain investigation- The suppliers must be approached so the idea in regard
to cost can be known. The fat and duck restaurant must approach large number of
suppliers so in situation of prices increases by one supplier another supplier can be
approached.
Costing- This step is related to costing of the menu items and the major decision
related to pricing of menu. The pricing must be done by calculating total cost and
analysing the market. This enable fat and duck restaurant to take effective pricing
decision
Visualize plating- This involves presenting food in effective manner that attracts the
customers and full-fills their requirement. Presentation of food in efficient manner is
highly important as it can attract and distract customers.
Testing kitchen- In this step of plan the food must be taste in the kitchen before
serving it to the customer as it helps in knowing whether it leads to satisfy customers or
not. Thus, this leads to full-fill customer requirements that further helps in meeting the
business requirement.
Producing the menu that meets customer and business requirements
In terms of producing menu it is highly important to focus over customer and
business requirement equally. Full-filling the requirement of customers directly full-fills
the requirement of customers. In context of business needs, quality must be maintained
legislation must be followed and menu must be prepared with creativity and skills. Here
is the elaboration of each element in well detailed manner.
Appropriate sources- In this element fat and duck restaurant must put keen focus over
approaching appropriate source in order to prepare and deliver food (Campos and
et.al., 2022). Those suppliers need to adopt who follows the food safety guidelines
within delivering ingredients. Following food safety guidelines has become highly
important and focusing over this helps in producing menu in effective manner.
Resources and skill- Resources must be used by fat and duck restaurant in such
manner that ensures less wastage of food. Also, the staff must be trained in such way
that is able to prepare different kind of food that is being mentioned in the menu. Thus,

this element is associated within using the appropriate resources in proper manner and
assuring training to employees that can prepare food within maintaining proper hygiene.
Menu balance and creativity- The major requirement from both context, which is
business and customer is entitled with the balancing menu and adding creativity in it.
Customers gets attract towards the creative menu that further helps in increasing the
profitability of business (Buhalis and Leung, 2018). Before testing the food customers
comes in contact with menu. Therefore, it is highly important that fat and duck
restaurant must assure focus over this attribute.
Legal requirements – In context of legal it can be said that legal formalities must be
completed by fat and duck restaurant as it can lead to often penalties if does not
performed in proper manner. Thus, fat and duck restaurant must provide keen focus
over menu labelling law. Under this proper information regarding the ingredients that
has been used in food needs to mentioned so customer can become aware about the
calories, carbs and other elements.
Testing and evaluating the produced menu
The menu that has been produced must be tested and evaluated as it provides idea
about the success of menu. Therefore, it should be done by the fat and duck restaurant.
Effective ways in which the fat and duck restaurant can test and evaluate menu are
Using key performance indicator- The key performance indicators such as- customer
feedback system must be used by organization as it leads to provide idea regarding
likings of customer in relation of menu (Dolasinski, Roberts and Zheng, 2019).
Collecting feedback- The feedback must be collected from all stakeholders whether it
is customer, employees or investors. The menu must be highlighted at social media and
then feedback must be taken as it helps in testing and evaluating the success of menu.
Evaluating sales & profitability- The sales and profit needs to be evaluated in order to
see the success of menu. Higher sales made by fat and duck implies that the menu has
been liked by customers and this leads to higher profitability.
Obtaining suggestion from websites- The suggestion over official website of the
company must be reviewed as it that customers provide their opinion. Within analysing
the opinion of customers the idea can be taken in context of success rate of menu
(Lindholm, Vadoudi and Hansen, 2018).

Producing realistic menu with the help of costed plan that meets the overall business
objective
A realistic menu enable business in terms of meeting their objectives and helps in
earning higher profitability. Thus, within assuring effective focus over the key
performance indicator of menu designing the fat and dick restaurant can easily higher
profitability. Realistic menu plan helps in determining the major attributes that should be
taken in consideration for preparing menu (Lee and Kim, 2020). Also, it helps in meeting
the business and customer requirements.
Justified recommendations for the improvement based on tests and evaluation of the
menu
The major recommendations that are mainly based for the test and evaluation of the
menu are aligned with the affordable price of the food. Keeping an influent check over
the regular feedbacks. Also highlighting the menu items helps in improving the testing
and evaluation pf menu. Within using the iconography test and evaluation can be
performed.
CONCLUSION
From the above report it has been concluded that menu planning and designing
plays vital role in assuring higher success to organization. Thus, in order to attract large
number of customers it is highly important that food organizations must focus over their
menu planning and designing as it has been determined as the initial point that attracts
the customers and helps in full-filling the requirements of business and customers as
well. The report has highlighted the importance of menu planning. Also, the ways in
which effective menu planning can be done has been highlighted in the report. Testing
and evaluation method has also been shown. Thus, menu planning and designing is the
important element that drives success of organization.

REFERENCES
Books and Journals
Buhalis, D. and Leung, R., 2018. Smart hospitality—Interconnectivity and interoperability
towards an ecosystem. International Journal of Hospitality Management, 71, pp.41-
50.
Campos and et.al., 2022. Management Accounting Practices in the Hospitality Industry:
A Systematic Review and Critical Approach. Tourism and Hospitality, 3(1), pp.243-
264.
Christopher, R.M. and Machado, F.S., 2019. Consumer response to design variations in
pay-what-you-want pricing. Journal of the Academy of Marketing Science, 47(5),
pp.879-898.
Dolasinski, M.J., Roberts, C. and Zheng, T., 2019. Measuring hotel channel mix: A Dea-
BSC model. Journal of hospitality & tourism research, 43(2), pp.188-209.
Dolnicar, S., Juvan, E. and Grün, B., 2020. Reducing the plate waste of families at hotel
buffets–A quasi-experimental field study. Tourism Management, 80, p.104103.
Filimonau, V. and Delysia, A., 2019. Food waste management in hospitality operations:
A critical review. Tourism management, 71, pp.234-245.
Lai ans et.al., 2019. Can restaurant revenue management work with menu
analysis?. Journal of Revenue and Pricing Management, 18(3), pp.204-212.
Lee, A. and Kim, M.G., 2020. Effective electronic menu presentation: From the cognitive
style and mental imagery perspectives. International Journal of Hospitality
Management, 87, p.102377.
Lindholm, J., Vadoudi, Y. and Hansen, H., 2018. Improving hospital food menu quality:
an experimental approach. International journal of health care quality assurance.
NEBİOĞLU, O., 2020. Review of Menu Management Process Model with A Case
Study. Advances in Hospitality and Tourism Research (AHTR), 8(2), pp.203-234.
Ngan and et.al., 2022. Where you look depends on what you are willing to afford: Eye
tracking in menus. Journal of Hospitality & Tourism Research, 46(1), pp.100-124.
Noone, B.M. and Cachia, G., 2020. Menu engineering re-engineered: Accounting for
menu item substitutes in pricing and menu placement decisions. International
journal of hospitality management, 87, p.102504.

Shafieizadeh, K. and Tao, C.W.W., 2020. How does a menu's information about local
food affect restaurant selection? The roles of corporate social responsibility,
transparency, and trust. Journal of Hospitality and Tourism Management, 43,
pp.232-240.
YİĞİTOĞLU, V., 2020. The Application of the Plate Waste on Menu Analysis. Journal of
Tourism and Gastronomy Studies, 8(1), pp.191-210.
Online
The Fat Duck, 2022. [Online]. (Available through) < https://thefatduck.co.uk/ >.