Menu Development, Planning and Design

This report discusses the key considerations for costing and pricing menus, producing costed and priced menus, approaches for maximizing profits, testing and evaluating menus, and more. It also includes a sample menu and recommendations for improving menu testing and evaluation. The report is relevant for hospitality and food industry courses and students.

Menu Development,
Planning and Design

Contents
TASK A ..........................................................................................................................................1
INTRODUCTION ..........................................................................................................................1
Ascertaining the key considerations that are required to be undertaken for costing and pricing
menu ............................................................................................................................................1
Producing costed and priced menus for meeting customer requirements ...................................2
Analysing the approaches in relation to costing and pricing procedures for maximizing the
profits ..........................................................................................................................................4
Producing an in-depth plan for producing and testing menus as well as making justified
recommendations for resolving identified problems...................................................................5
Producing a realistic plan which help in developing menu for meeting the needs of business
and customer requirements .........................................................................................................5
Developing a menu for meeting diverse customer as well as businesses requirements for
maximizing profit margins ..........................................................................................................6
Testing and evaluating the designed menu .................................................................................7
Producing a a realistic menu prepared on the basis of cost and prices for meeting overall
objective of business ...................................................................................................................8
Making justified recommendations for improving the ways for testing and evaluating the
menus ..........................................................................................................................................8
CONCLUSION ...............................................................................................................................8
TASK B...........................................................................................................................................9
Covered in PPT ...........................................................................................................................9
REFERENCES..............................................................................................................................10

TASK A
INTRODUCTION
Menu planning is considered as significant in hospitality sector in order to ensure that
dishes are prepared on time (Noone and Cachia, 2020). It also considered as essential as it enable
chefs in organising their kitchen staff as well as equipments at their place while preparing staple
dishes in an effective manner. For better understanding of varied aspects in relation to menu
planning, designing and development, La Pesca is taken into consideration. This project report
demonstrates an understanding of how cost and prices are determined for menus. It also
enhances an understanding in regards with developing and meeting diverse needs of customers
as well as businesses in a strategic manner.
Ascertaining the key considerations that are required to be undertaken for costing and pricing
menu
Menu planning and designing are considered as a crucial tasks which needs to be
critically evaluated by restaurant owners in order to perform in an effective manner (Lee and
Kim, 2020). For developing an attractive menu, restaurant owners have to keep a track of key
considerations in a strategic manner. Varied key considerations which are to be undertaken by
managers of La Pesca are as follows:
Impact of incurred cost- Menu pricing is essentially based on the the incurred cost which
has occur at the time of preparing dishes (Rohlfs, 2020). It is imperative for restaurant owners to
analyse the impact of cost through practising varied ratios and assembling incurred operational
cost in an effective manner. While developing their menus, managers of La Pesca has to
ascertain their incurred operational cost which aid them in quoting the prices in a strategic
manner. Managers of La Pesca can cover the cost in regards with rent, utilities, labour cost,
insurance, marketing expenses and many more. They can also take revenue figures into
consideration which can be a benchmark for them to access their overall performance.
Impact of business environment policies- It is imperative for managers of La Pesca to
regulate their business operations in an effective manner (Mohd Nor and Et. Al., 2021).
Environmental policy is considered as significant as it provides a framework to organisations for
setting their environmental objectives as well as improvise their targets accordingly. Managers of
La Pesca follow framed environmental policies and has adopted sustainable practices such as use

local market for procurement of raw materials, using energy efficiency measures like reduction
of wasteful activities and switching off the lights. This has led them to save their cost which have
a significant impact on their prices of menu. Through adopting sustainable practices, more
customers can be attracted in a strategic manner.
Issues related to economic changes- Current economic climate and cost of production
plays a significant role in determining the prices of food dishes in an effective manner (Hall,
2020). Rise in inflation rates can also impact on menu pricing as it becomes significant for
restaurant owners to raise their prices as per the changing market needs. Managers of La Pesca
critically analyse economic fluctuations in a strategic manner which leads them to determine
prices of their dishes in menu. Change in dietary plans as well as export controls are also needed
to be taken care of while designing the menus in a strategic manner.
Producing costed and priced menus for meeting customer requirements
It is desirable for restaurant owners to devise their menus in such a way that which meet
customer requirements in a strategic manner (Krešić, Liović and Pleadin, 2018). It is important
for them to address varied costs such as staffing, production, supply chain and many more while
designing their menus in an effective manner. It is a significant aspect for managers of La Pesca
to breakdown their pricing in a strategic manner. Varied steps which should be undertaken by
managers of La Pesca for calculating their food cost are as follows:
At first, each dish should be breakdown on the basis of incurred cost in regards with
ingredients, supplier and transportation cost in an effective manner.
Secondly, cost of each dish is evaluated by managers of La Pesca in order to determine
the overall price that is to be quoted in menus in an effective manner.
At third phase, fixed cost which is incurred for preparing each dish is evaluated by
managers of La Pesca.
At last, determination of entire food cost is evaluated by managers of La Pesca which led
them to quote their prices in their menus based on their overall cost. Costing and pricing
structure which is prepared by managers of La Pesca is mentioned below:

Analysing the approaches in relation to costing and pricing procedures for maximizing the
profits
Menu pricing is regarded as a toughest job which are to be performed by restaurant
owners in order to maximize their revenue as well as profitability in an effective manner
(Kocaman and Kocaman, 2019). Managers of La Pesca has adopted varied pricing approaches
for determining the prices of their menus in a strategic manner. They can use competitive pricing
which led them to quote their prices in relevance with their competitors. However this pricing
method can devalues their efforts of providing unique ambience to their guests in an effective
manner. They can also use markup pricing which is calculated on the basis of addition of profit
margins. Dynamic pricing is concerned with quoting prices of the menu on the basis of their high
or low demands. Adoption of this pricing strategies may add value to brand image of La Pesca in
a strategic manner.

Producing an in-depth plan for producing and testing menus as well as making justified
recommendations for resolving identified problems
It is imperative for managers of La Pesca to devise their menus in such a way which led
them to attract their guests by making regular improvements in them. They can enhance and add
on varied other dishes in order to appeal prospective as well as regular visitors in an effective
manner. They can plan their menus by critically analysing the market needs, current trends and
lifestyle choices of people (Otterbring and Shams, 2019). They should have easy access of raw
materials and make their supply chain effective which leads them to formulate their plans in an
effective manner. They can also add vegan dishes to their menus as people are becoming aware
of their health and adopting healthy practices.
Producing a realistic plan which help in developing menu for meeting the needs of business and
customer requirements
Menus are considered as important for restaurant owners as it is the way through which
they can make initial communication with their guests and it also acts like a marketing tool
which promotes the name of the brand in a strategic manner (Liu and Tse, 2018). It is desirable
for restaurant owners to design their menus in an attractive manner. Planning is also needed by
managers of La Pesca to formulate their menu in an appealing manner. Planning steps which
needs to be undertaken by managers of La Pesca are as follows:
Compliance of legal requirements- It is desirable for restaurant owners to follow the
legal requirements which are needed to operate in regards with food and beverage industry (Lee,
Mustapha and Hwang, 2019). They have to follow regulations which are formulated for
maintaining hygiene factors, protecting the interests of their employees and producing food
dishes as per the set framework. Managers of La Pesca follows menu labelling guidelines which
led them to segregate their food items in such a manner which provides all the statutory
information to their guests regarding alcohol, allergies and many more aspects. Managers of La
Pesca offer differential types of menus to their guests by bifurcating each section in an effective
manner.
Design and creativity- It is imperative for restaurant owners to design their menus with
creative as well as innovative practices in a strategic manner (Farok, 2020) . Managers of La
Pesca should carefully design their menus by detailing every aspect of it in a strategic manner.
Innovative and creative menus make appeal to guests to visit their restaurant often which led

them to increase their revenues. They can also add some variations in their dishes in order to
make it attractive as well as appealing.
Maintenance of quality- It is imperative for restaurant owners to spend significant
resources in maintaining the quality of their dishes and adopt sustainable practices which leas
them to enhance their revenue (Lee and Caine-Bish, 2021). Menu designing is a different aspect
but maintaining quality of food dishes is necessary for running the restaurant in a long term.
Managers of La Pesca maintain effective quality standards which lead them to appeal to a
massive number of customers in a significant manner.
Managing nutritional balance- It is imperative for restaurant owners to manage a perfect
blend of nutritional value to their customers (Velikova, Canziani and Williams, 2019). Managers
of La Pesca use strategies for managing nutritional balance in their menus in an effective
manner. This practice led them to attract more number of customers.
Developing a menu for meeting diverse customer as well as businesses requirements for
maximizing profit margins
Following is a menu which is undertaken by the managers of La Pesca for meeting
diverse needs of businesses as well as customers.
La Pesca Menu
Starters
Beef Tartare----------------------------------------------------------------------------------- £5
Bacon Rings----------------------------------------------------------------------------------- £5.60
Poached Salad -------------------------------------------------------------------------------- £4.56
Chicken Parfait-------------------------------------------------------------------------------- £4.78
Mains
Hake Supreme----------------------------------------------------------------------------------- £4.34
Spring Lame ------------------------------------------------------------------------------------ £5.43
Veal Sweetbread -------------------------------------------------------------------------------- £4.45
Sides & Extras
Mixed Olives------------------------------------------------------------------------------------- £7.65

Rib Eye -------------------------------------------------------------------------------------------- £5.43
Fried Chips ----------------------------------------------------------------------------------------- £9.45
Cocktails
Tequilla Sunrise------------------------------------------------------------------------------- £5
Bellini------------------------------------------------------------------------------------------ £4
Espresso Martini----------------------------------------------------------------------------- £9
Daiquiri----------------------------------------------------------------------------------------£6.54
Drinks
Latte Coffee --------------------------------------------------------------------------------- £4.45
Hot chocolate -------------------------------------------------------------------------------- £4.30
Canned Coffee ------------------------------------------------------------------------------ £4.39
Espresso---------------------------------------------------------------------------------------- £5.43
Desserts
Chocolate Fondant ----------------------------------------------------------------------- £9
Lemon Posset------------------------------------------------------------------------------- £7.50
Apple Pie ----------------------------------------------------------------------------------- £4.45
Cheesecake-------------------------------------------------------------------------------- £6.43
Testing and evaluating the designed menu
It is important for restaurant owners to test and evaluate their menus in order to check
their viability as well as their performance (Mendes, 2019). It is significant for restaurant owners
to assess their menus whether they are appealing to prospective visitors and meeting the diverse
needs of their guests in an effective manner. Key performance indicators are needs to be

considered by managers of La Pesca for testing and evaluating their menus. Varied key
performance indicators in context with La Pesca are as follows:
Customer satisfaction- It is imperative for restaurant owners to assess their menus by
analysing feedbacks which are gained through their guests in an effective manner. It is an
important indicator for evaluating menus as it is prepared for them on an initial level. Managers
of La Pesca can ask for feedbacks regarding their services through their online portals and
official website. Through this, brand can be promoted in an effective manner which led them to
attract the more people.
Financial metrics- This approach is concerned with evaluating varied aspects such as
cash flow, profit margins and generated revenues in a strategic manner (Jones, 2018). Through
this insights, financial information regarding La Pesca can be measured in a strategic manner.
Producing a a realistic menu prepared on the basis of cost and prices for meeting overall
objective of business
Menu is vital aspect of restaurant which led them to make initial communications with
their guests in an effective manner (Muñoz-Leiva and Gómez-Carmona, 2019). In order to price
menus, cost has been evaluated in such a manner through which proper pricing can be
ascertained by managers of La Pesca. It is imperative for managers of La Pesca to determine
varied cost structures which aid them to quote prices of their dishes in an effective manner.
Through this, managers of La Pesca can engage themselves in managing their menu pricing in a
strategic manner.
Making justified recommendations for improving the ways for testing and evaluating the menus
It has been recommended to managers of La Pesca to use varied other metrics and key
performance indicators for testing as well as evaluating their menus. They can make continual
improvements in their menu in order to make them attractive and appealing (Shin and Mattila,
2018). It is imperative for them to make use of current dynamics and lifestyle choices in such a
manner which can led them to enhance their menu. It is imperative for managers of La Pesca to
determine varied strategies which led them to quote prices in an effective manner. It is
recommended to them to adopt practices which aid them in quoting their prices of food dishes in
an effective manner.

CONCLUSION
From the above mentioned information, it has been concluded that it is imperative for
restaurant owners to oversee varied significant considerations while preparing their menus in an
effective manner. It is essential for restaurant owners to quote their prices in menu in a strategic
manner on the basis of operational cost. It is imperative for restaurant owners to prepare their
menus in such a way which can meet diverse needs of customers as well as businesses in order to
maximise profits. It is imperative to keep varied aspects in mind while developing their menus
such as imagination, design and innovative practices. Varied key considerations which is needed
to be ascertained by restaurant owners such as incurred cost, impact of business environment and
economic policies in an effective manner. Restaurant owners use varied key performance
indicators for assessing their success and performance in an effective manner such as customer
satisfaction, financial metics and many more.
TASK B
Covered in PPT

REFERENCES
Books and Journals:
Farok, G., 2020. Full-service Restaurant Industry is a Growing Entrepreneurship in Global
Perspectives. NOLEGEIN-Journal of Entrepreneurship Planning, Development and
Management. 3(1). pp.10-26.
Hall, C. M., 2020. Improving the recipe for culinary and food tourism? The need for a new
menu. Tourism Recreation Research. 45(2). pp.284-287.
Jones, C., 2018. Restaurant food choices by moms: An exploratory study. Journal of foodservice
business research. 21(4). pp.377-393.
Kocaman, E. M. and Kocaman, M., 2019. Restaurant Management System (RMS) and Digital
Conversion: A Descriptive Study for the New Era. In Global Trends, Practices, and
Challenges in Contemporary Tourism and Hospitality Management (pp. 70-98). IGI
Global.
Krešić, G., Liović, N. and Pleadin, J., 2018. Effects of menu labelling on students′ food choice: a
preliminary study. British Food Journal.
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.
Lee, J. H., Mustapha, A. and Hwang, J., 2019. Enhancing ethnic restaurant visits and reducing
risk perception: The effect of information and protection motivation. Journal of
Hospitality and Tourism Insights.
Lee, K. and Caine-Bish, N., 2021. Understanding restaurant healthfulness in food
deserts. Journal of Nutrition Education and Behavior. 53(6). pp.511-516.
Liu, P. and Tse, E. C. Y., 2018. Exploring factors on customers’ restaurant choice: an analysis of
restaurant attributes. British Food Journal.
Mendes, R. P. F., 2019. Web Application for Restaurant Management (Doctoral dissertation,
Universidade de Coimbra).
Mohd Nor, N. and Et. Al., 2021. Business Plan: Sunset’s Restaurant (Food and Drink Menu).
Muñoz-Leiva, F. and Gómez-Carmona, D., 2019. Sparking interest in restaurant dishes?
Cognitive and affective processes underlying dish design and ecological origin. An
fMRI study. Physiology & behaviour. 200. pp.116-129.
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.
Otterbring, T. and Shams, P., 2019. Mirror, mirror, on the menu: Visual reminders of overweight
stimulate healthier meal choices. Journal of Retailing and Consumer Services. 47.
pp.177-183.
Rohlfs, K. V., 2020. Restaurant Revenue Management: Advanced Demand Management
Concepts. Hospitality Revenue Management: Concepts and Practices, p.261.
Shin, J. and Mattila, A. S., 2018. When pizza doesn’t sound as good as usual: Restrained versus
unrestrained eaters’ responses to gluten-free menu items. Cornell Hospitality Quarterly.
59(4). pp.397-410.

Velikova, N., Canziani, B. and Williams, H., 2019. Small winery-restaurant relationship
building: Challenges and opportunities. International Journal of Wine Business
Research.