Menu Development, Planning and Design

This report covers principles of menu planning & designing for meeting customer business requirements, customer and business requirements which need to fulfilled to increase profits for various menus and key considerations which are to be taken into account when costing and pricing menus. It also covers appropriate costed & priced menus to meet range of customer requirements, develop a realistic plan of menu in order to meet the needs to customers to enhance the profitability, a menu which meets requirements of customers to increase the profitability and Provide a Test and assess the shaped menu.

Menu Development,
Planning and Design

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Analyse principles of menu planning & designing for meeting customer/ business
requirements for different menus...........................................................................................1
P2 Analyse customer and business requirements which need to fulfilled to increase profits for
various menus.........................................................................................................................4
M1 Compare different types of menus and customers and business requirements which have
impacted on menu design.......................................................................................................5
D1 Impact of customer and business requirement for designing broad range of menu and
make recommendations to meet future trends........................................................................5
Task 2...............................................................................................................................................6
P3 Key considerations of costing and pricing menu (covered in PPT)..................................6
P4 Produce appropriate costed & priced menus to meet range of customer requirements
(Covered in PPT)....................................................................................................................6
M2 Approaches to menu coasting and pricing and use effective method to accurately cost and
price menu to maximize profit (Covered in PPT)..................................................................6
Task 3...............................................................................................................................................6
P5. Develop a realistic plan of menu in order to meet the needs to customers to enhance the
profitability.............................................................................................................................6
M3 produce a realistic menu using a fully researched and costed plan that meets the overall
business objectives of a chosen organisation.........................................................................7
P6. Produce a menu which meets requirements of customers to increase the profitability.. .7
P7 Provide a Test and assess the shaped menu......................................................................8
M4 Make recommendations for improvement based on the tests and evaluation of the menu
................................................................................................................................................9
D2 Produce a in-depth plan for menu development, including KPI to measure success.......9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Hospitality sector is one of the fastest growing sector in UK where various new
trends and challenges is faced by the companies in this sector. This sector is service
providing sector where hotels and restaurants provide food and beverages services, event
planning, logging, transportation and many others (Ahn and et. al., 2018). The Fat Duck was
founded in 1995 by Heston Blumenthal who is one of the most popular British chef and
food writer. It have British/ French Cuisin food type. It is located in Bray in the High Street
and the head chef of this restaurant is Edward Cooke. They serve palate cleansers made of
vodka and green tea, ice creams, egg and bacon, mock turtle soup and many others. The
following report covers principles of menu planning & designing for meeting customer
business requirements, customer and business requirements which need to fulfilled to
increase profits for various menus and key considerations which are to be taken into account
when costing and pricing menus. This report also covers appropriate costed & priced menus
to meet range of customer requirements, develop a realistic plan of menu in order to meet
the needs to customers to enhance the profitability, a menu which meets requirements of
customers to increase the profitability and Provide a Test and assess the shaped menu.
Task 1
P1 Analyse principles of menu planning & designing for meeting customer/ business
requirements for different menus
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It is essential for every restaurant to plan their menu effectively and try to introduce new
dishes which can grab the attention of their targeted customers. It is important for caterers of
the mentioned restaurant to develop their menu to fulfil the needs and expectation of their
customers which further helps in decision making for success of the firm. In context of The
Fat Duck restaurant, their managers design attractive menu and few of the items in their
menu are Aerated Beetroot, Mad Hatter's Tea Party which consist Mock Turtle Soup and
Toast Sandwich (Take a Look at the Menu for Heston Blumenthal's Fat Duck Melbourne,
2015). They also focus on enhancing communication techniques of their staff members so
that they will communicate effectively and serve best services to their customers. They also
ask for feedbacks from their customers and try to make changes in the taste of few dishes
which has negative reviews from customers in their feedbacks.
Principles of Menu development and planing-
Strive for balance- This principle states that the menu should include important nutritions
such as minerals, vitamins, proteins and many others (What are the principles of menu
planning?, 2020).
Add contrast- It is essential for a restaurant to have various kinds of flavours, textures and
colours in their menu to make it attractive. Having pictures of the dishes will also help to
make it more attractive for customers. Having menu on simple carbon sheet will be
unattractive and did not help the restaurant to attract their customers.
Includes variety- For making the menu attractive, it is essential for the restaurants to
include various variety of their food dishes in their menu so customers will find more
options to order different variety of food dishes and satisfy their demand (Li and Liang,
2020).
Consider colour- It I also considered as important to use attractive coloured background of
the menu but must avoid to use multiple colours at different pages. A similar kind of
background of whole menu can be good for the restaurant.
Types of Menu-
Du Jour Menu- It means 'of the day' and this menu is specifically for small and medium
sized restaurants (8 Menu Types You Should Know About, 2015). It consist of every day
menu written on chalkboard or digital displays. It mentioned that which dish should be
offered at what day.
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A La Carte- This is the menu type mostly used in French and it mention the food items and
their prices separately in a upscale manner.
Table d'hotel- Here, various items are displayed and this menu type is used in those
restaurants which customers are fixed and ask for quality food products. The biggest
advantage of using this menu type is that it require less kitchen space, labour and service.
P2 Analyse customer and business requirements which need to fulfilled to increase profits
for various menus
It is also considered as very essential for the restaurants to fulfil the needs and wants of their
targeted customers and focus on their basic requirements which help the restaurant to gain
high satisfaction of their customers. This will further help to gain high brand reputation of
the chosen restaurant.
Customer requirements-
Quality of food and drink- This is one of the most common requirement of the costumers
for the restaurants. Here, customers need tasty and well presented food dishes on their
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dinning tables. They also expect that their chosen restaurant will offer them quality food
items by using quality ingredients. Most of the customers also expect a large wine selection
that is not overprices (The Top-Five Basic Services a Customer Needs at a Restaurant,
2022).
Start- ups- It consist of few snacks or drinks offered to customers before their actual orders
and this start ups should be free of cost. Most of the restaurants are opting this service to
fulfil their customer's requirement of basic start-ups which will further help them to satisfy
their customers. In context of The Fat Duck restaurant, they can offer a soup or a soft drink
as their start up dish to their customers and gain positive feedback from them.
Business requirements-
Market research- This is the basic requirement of business which consist of conducting
marketing research to analyse the key trends and challenges to make their customers
satisfied with their food dishes and services (Nugroho and et. al., 2021). By conducting
marketing research on regular basis will help The Fat Duck restaurant to analyse which
dishes they must include in their menu and how they can make their menu more attractive
for their customers.
Training to employees- Providing appropriate training to staff members will help the Fat
Duck restaurant to enhance the skills and talents of their employees which will further help
them to develop their soft and hard skills. The Fat Duck restaurant will train their staff
members to communicate effectively with customers and other staff members and motivate
them to make decisions which will help restaurant to enhance their productivity and
profitability.
M1 Compare different types of menus and customers and business requirements which have
impacted on menu design
There are various kinds of menu like A La Carte which consist of mentioning food items
and their prices in a upscale manner and help customers to clear their doubts about the
prices and their preferred food dish. This menu will help to fulfil customers requirement of
understanding food dishes appropriately and clearing their doubts related to price. Secondly,
Du Jour Menu is consist of that menu type where restaurants mentioned the food items of
the day (Jamme and et. al., 2019). Here, every day the food item which is offered to
customers are different from previous day. This type will fulfil the business requirement
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marketing research by analysing which food dish is mostly preferred by customers on which
day of the week.
D1 Impact of customer and business requirement for designing broad range of menu and
make recommendations to meet future trends
Customer requirements and business requirements impacted upon designing of menu for a
restaurant. Business requirement such as marketing research will help the restaurants to
analyse which food dishes and beverages are more preferred by customers so that they will
add same items in their menu. It is recommended that the restaurants must hire few of the
employees which are having good skills of marketing research and help the restaurants to
analyse need and wants of their targeted customers and convey their survey information to
senior authority of the restaurant to make modifications in their menu.
Task 2
P3 Key considerations of costing and pricing menu (covered in PPT)
P4 Produce appropriate costed & priced menus to meet range of customer requirements
(Covered in PPT)
M2 Approaches to menu coasting and pricing and use effective method to accurately cost
and price menu to maximize profit (Covered in PPT)
Task 3
P5. Develop a realistic plan of menu in order to meet the needs to customers to enhance the
profitability
One of the major aim of the companies in hospitality industry is to develop their menu in
such a way which will help them to fulfil the needs and wants of their targeted customers.
For example, in case the targeted customers of a locality are vegetarians then they must
include vegetarian food items and avoid non- veg food dishes (Berawi and et. al., 2020). In
context of The Fat Duck restaurant, they introduce new food dishes in their menu on regular
basis to gain the attention of their customers to use new dish as soon as possible. There are
various innovative ways to plan a menu in order to meet the needs of their customers to
enhance the profitability of restaurant. Here, they can also prepare the food dishes on orders
that which ingredients their customers want to use in their offered dishes and which one
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they want to avoid. For example, most of the customers avoid to eat onion in their food
dishes. Hence, they can order any item from the menu of Fat Duck and instruct to avoid
onions in specific orders to fulfil their needs and wants. This will help the restaurant to gain
more customers and enhance their profitability. Various factors for menu plan in order to
meet customers requirements are mentioned below-
 Dividing menu into logical sections- In context of Fat Duck restaurant, their menu
can be divided into section wise like all beverages will be mentioned in a beverage
section, all alcoholic items should be mentioned in wines section and many others.
 Using pictures in the menu- It is also effective for the mentioned hotel that they can
use pictures of the food items in their menu to give a idea to customers that which
kind of food dish they can order. Attractive pictures of food dishes will influence
customers to order more variety of food items and helps to enhance profitability of
the restaurant.
 Use typography- To make the menu more attractive, Fat Duck restaurant can use
typography where they can select a unique style of writing their food dishes name on
the menu.
 Presenting data in boxes- In context of selected restaurant, they can present their
data in boxes and each box outline will be used for each section in the menu to make
it clear for their customers.
M3 produce a realistic menu using a fully researched and costed plan that meets the overall
business objectives of a chosen organisation
The Fat Duck restaurant in order to maximize the profit and to gain large base of customers
is focusing on designing menu that consist of different types of food and beverages. The
menu of the restaurant contains starters, beverages and most sold items that could help the
restaurant in gaining attention of guests.
P6. Produce a menu which meets requirements of customers to increase the profitability
It is also essential for restaurants to focus on fulfil the demand and needs of loyal customers
and must make changes in their food dishes according to their wish to gain high satisfaction
(Dembski and et. al., 2020). Nowadays, most of the restaurants try to grab the marketing
trends related to their industry and make a profit for their organisation by gaining more
attention of customers. In context of Fat Duck, their operational department will make sure
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that when their customers left their restaurant after using their products and services then
they will provide positive feedback for the growth of restaurant. Regular menu of Fat Duck
restaurant is mentioned below-
Start-up
Orange juice 4
Tea 2
Veg soup 7.5
Fruit salad 6
Most sold food dishes
Fish and Chips 15
Bangers and Mash 34
Shepherd's Pie 22
York shire pudding 20
Beverages
Hot chocolate 3.7
Cold coffee 4
Mocktails Large- 80
SODA 50
P7 Provide a Test and assess the shaped menu
It is also essential for various restaurants to test their menu designing and efficiency for the
development of the restaurant. They must check that which item is getting least orders from
customers so that the chef will make changes in the least ordered food dishes and make sure
that the new one will gain the highest attention of customers. There are various kinds of
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ways in which the menu can be tested by the chosen restaurant and few of the ways are
mentioned below-
KPI- It is the software which will help the hotel to analyse the efficiency of their
menu by highlighting most ordered dishes and least ordered dishes so that managers will
focus on the data and make appropriate decision to make changes to grow high.
Customers feedback- The feedback provided by the customers are also used as the
tool for testing the menu efficiency. In case customers provide high ratings to specific food
dishes then it should be retained in the menu for longer period of time and in case the
customers provide low ratting to few food dishes than they must change those dishes with
other food dishes which is becoming trendy.
M4 Make recommendations for improvement based on the tests and evaluation of the menu
 It is recommended to the chosen restaurant that they must conduct marketing
research and collect data regarding their efficiency of menu with their targeted
customers. They can conduct digital survey and send the questions through mails
and messages and ask for revert.
 It is also recommended to the mentioned restaurant that they must focus on the
questions asked by their customers regarding their menu (Capolongo and et. al.,
2018). In case customers ask more questions and having more doubt to understand
the style of menu than they must make changes because it indicates the inefficient
planning for menu designing.
 It is also recommanded for the mentioned hotel that they can take the advice of menu
designing experts in case of changing their menu because they will suggest effective
ideas to make their menu more attractive and profitable for the restaurant.
D2 Produce a in-depth plan for menu development, including KPI to measure success
It is essential for the restaurant to make effective planning for their menu development such
as adding pictures of the food dishes, using sub sections in the menu, mentioning the prices
with currency sign and many others. KPI will help the restaurant to analyse the performance
of their menu on regular basis like it will help the restaurant to analyse which food dish is
least ordered by their customers so that the restaurant will exchange it with other food item
to gain high attention of customers (Wehmeyer and et. al., 2019). The main issue faced by
the restaurants are related to analyse the writing style and mentioned prices of the products.
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Hence, it is recommended that the restaurant must assign a worker for explaining their menu
in detail to their customers.
CONCLUSION
From the above information it is concluded that developing a effective and attractive
menu for the restaurant will help them to gain high customer satisfaction and which further
help them to enhance their profitability. There are various principles menu planning such as
strive for balance, include variety and many others. There are various kinds of menu like A
la carte which describe that the food items are mentioned in a upscale manner and the prices
are also mentioned with the food dishes. It is also recommended that the restaurants must
focus to fulfil the customers requirements by presenting quality food items to them at
reasonable prices. Effective training to employees will help to enhance the communication
activities with customers and other employees. There are various kinds of factors which
impact upon the pricing strategies of the restaurants for their food items mentioned in their
menu and these factors are income of customers, legal laws and few others. It is also
concluded that customer's feedback can be used for analysing efficiency of menu.
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REFERENCES
Books and Journals
Ahn, Y. and et. al., 2018. Development of a food exchange table and food pattern for
nutritionally balanced menu planning. Korean Journal of Community
Nutrition, 23(5), pp.411-423.
Li, D. and Liang, S., 2020. Study on the Menu-Style Design Method of Rural Courtyard
Landscape. Art and Design Review, 8(3), pp.199-207.
Nugroho, N. and et. al., 2021. Software development sistem informasi kursus mengemudi
(kasus: kursus mengemudi Widi Mandiri). J-SAKTI (Jurnal Sains Komputer Dan
Informatika), 5(1), pp.328-336.
Jamme, H.T. and et. al., 2019. A twenty-five-year biography of the TOD concept: From
design to policy, planning, and implementation. Journal of Planning Education and
Research, 39(4), pp.409-428.
Sun, Y. and et. al., 2018. Extracting building boundaries from high resolution optical images
and LiDAR data by integrating the convolutional neural network and the active
contour model. Remote Sensing, 10(9), p.1459.
Berawi, M.A. and et. al., 2020. Optimizing land use allocation of Transit-Oriented
Development (TOD) to generate maximum ridership. Sustainability, 12(9), p.3798.
Dembski, F. and et. al., 2020. Urban digital twins for smart cities and citizens: The case
study of Herrenberg, Germany. Sustainability, 12(6), p.2307.
Capolongo, S. and et. al., 2018. Healthy design and urban planning strategies, actions, and
policy to achieve salutogenic cities. International Journal of Environmental
Research and Public Health, 15(12), p.2698.
Wehmeyer, M.L. and et. al., 2019. A crisis in career development: Life designing and
implications for transition. Career Development and Transition for Exceptional
Individuals, 42(3), pp.179-187.
Online-
Take a Look at the Menu for Heston Blumenthal's Fat Duck Melbourne, 2015. [Online]
Available Through :
<https://www.eater.com/2015/2/3/7970651/fat-duck-melbourne-heston-blumenthal-menu/>
What are the principles of menu planning?, 2020. [Online] Available Through :
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<https://findanyanswer.com/what-are-the-principles-of-menu-planning>
8 Menu Types You Should Know About, 2015. [Online] Available Through :
<https://www.menushoppe.com/8-menu-types-you-should-know-about/>
The Top-Five Basic Services a Customer Needs at a Restaurant, 2022. [Online] Available
Through :
<https://smallbusiness.chron.com/topfive-basic-services-customer-needs-restaurant-
24669.html/>
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