Menu Development, Planning and Design - Principles, Requirements and Realistic Plan

This report discusses the principles of menu planning and design to meet customer and business requirements for a range of different menus. It also covers the determination of customer and business requirements which need to be fulfilled to maximize profits for a range of different menus. The report compares and contrasts a range of different menus and the customer and business requirements which have impacted on their design. Finally, it provides a realistic plan of menu that meets customer and business requirements.

MENU DEVELOPMENT,
PLANNING AND DESIGN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK A INDIVIDUAL REPORT..................................................................................................3
Principles of menu planning and design to meet customer and business requirements for a
range of different menus..............................................................................................................3
Determination of customer and business requirements which need to be fulfilled to maximise
profits for a range of different menus..........................................................................................4
Compare and contrast a range of different menus and the customer and business requirements
which have impacted on their design...........................................................................................6
Realistic plan of menu that meets customer and business requirements.....................................7
Test and evaluate the menu produced..........................................................................................8
Realistic menu through fully researched and costed plan..........................................................10
Recommendations......................................................................................................................11
KPIs to measure success to meet business objective.................................................................11
TASK B (PRESENTATION) - covered in PPT............................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Menu planning, design is process undertaken by the food and beverage manager of the
company in order to provide good, tasty and healthy alternative options to the customers so that
their desired wants can be fulfilled in effective manner. In current scenario, the taste and
preference of the customers are ever changing, government is adapting to new policies and
procedure, economic condition are fluctuation and many more. Rogan & co is restaurant that
continues to offer a casual dining experience to maximum number of individual so that their
overall needs can be satisfied in effective manner. Hence, all these factors must be considered
by the business to promote its successful operation in external environment for longer time
frame. Furthermore, it has covered crucial information related to the way menu are being
planned, designed to meet customers and business requirements.
MAIN BODY
TASK A INDIVIDUAL REPORT
Principles of menu planning and design to meet customer and business requirements for a range
of different menus
Menu planning is most significant process that is undertaken by the restaurant in order to
provide good range of food products to the customers so that their end requirements can be meet
in effective manner. It includes, balance, variety of food offered as per the religion, lifestyle
choice and full of nutrition that are considered while planning and designing menu in order to
meet customers and business requirements. Hence, they can be explained in detailed as follows:
1. Balance: The first and foremost principle of menu planning is that the meal that are
offered in menu must have sufficient micronutrients (calcium), macronutrients (fats,
protein, carbohydrate), enough energy and fluid. All these are necessary for optimum
functioning of body or to support life-long health, such as it must have equal amounts of
carbohydrate, fat, and protein (Mathews, Patten and Stokes, 2021). That are necessary
for health and well-being of individual.
2. Lifestyle choice: Second principle that must be considered while planning and designing
different type of menu to meet customers and business requirement is lifestyle choice.
As each and every individual have different type of taste and preference as per their
living standard, culture, belief and values. Therefore, the company must consider
lifestyle choice of people. Likewise, in current scenario, people like to have more

organic and healthy food in their diet so such dishes are been add in the menu of Rogan
& co.
3. Cost: It is most significant factor that must be considered while planning and designing
menu as most of the people decided to have particular dish on the basis of its price.
Likewise, if the price is higher but the quantity or value that is benefit derived from the
food item is less then they may not interest to consume (Nurfaridah, Noor and Ansori,
2022). Similarly, Rogan & co has selected or set high pricing strategy for its menu as it
deals in more healthy, nutritional and good value to the customers.
4. Religion belief: Furthermore, it is also one of the principles that has to be abided in
context of designing and planning different value as each individual belong to different
religion, belief. As well as most of the customers wants to have food items in their diet
that belong to their religion or belief only. For example: rogan & co while designing its
menu has considered religion and belief of United Kingdom customers that has helped in
setting dishes to be offered to customers. That is, it offers- Fish and chips, Cornish Pasty
and Shepherd’s pie and Bangers and mash.
Determination of customer and business requirements which need to be fulfilled to maximise
profits for a range of different menus
Customers are the most important individual for any of the organisation as they are the
one that make purchase of products and services in order to satisfied their wants. It lead in
increasing overall profitability and market share of company in external environment. Likewise,
current trend in customers requirement is meat free, zero waste, healthy eating, buy local, cut the
sugar, faster food and cooking food. The organisation through laying focusing on understanding
of customers and business requirement is able to earn maximum profit margin by offering range
of different menu (Li and Liang, 2020). Such as, set menus, à la carte, special occasions and
table d'hôte are various menu that has been offered by the company which can be explained in
detail as follows:
1. Meat free: In recent scenario, the customers want to have meat free food products to stay
vegetarian and safe for longer time frame. They have adapted to lifestyles and food that
is meat free. Rogan & co have focus on offering vegetarian diet to its customers that has
helped in adding more and more individual within the organisation.

2. Zero waste: Another customers requirement that could be need by organisation to earn
high profit margin is emphasis on making zero wastage of products and services (Bacon,
and Krpan, 2018). Rogan & co through providing proper training to employees related to
the way an specific task is being accomplished is able to reduce the amount of wastage. It
has also lay emphasis on forecasting the amount of demand of specific dish or products
so that there is limited wastage of food products.
3. Healthy eating: With increase in number of diseases or health problem, people have
started preferring healthy eating habit. Thus, it has influenced the company to add healthy
food items in its menu to be offered to the customers. For example: Rogan & co has
added healthy and tasty food items in its menu so that more number of individual can
came and enjoy the food to maximum extend.
In addition to this, the business requirement related to maximising profit from different
type of menu are experience staff and training of staff, availability of necessary equipment
and facilities, kitchen protocols and viability in food preparation time. All these can be
explained in detailed as follows:
1. Experience and training of staff: Each and every organisation wants to have
experience and more trained staff in the company with an motivate those qualitative
services can be rendered to customers. Likewise, the Rogan & co has invested
sufficient amount of capital in having experience and trained staff that has lead in
creating strong reputation of the company in external environment (Reeves and
et.al., 2021). Thus, experience and trained staff through making optimum use of
their available skills is able to help organisation in staying ahead in competition.
2. Availability of necessary equipment and facilities: Another element that is
include in business requirement and can enhance the profitability of the
organisation. Availability of necessary equipment and facilities that is enjoyed by
company has helped in meeting the demand of customers at any time they wants
thus adding more individual in the firm. Therefore, availability of resources as and
when required has lead in saving time, cost and delivering of services as per desired
of customers.
3. Kitchen protocols and viability in food preparation time: Rogan & co has set
standard procedure, sets or protocols that has to be abided by the chef while

manufacturing of food. So that the food can be manufactured in optimum manner
and wants of customers can be satisfied as per their expectancy level. In addition to
this, emphasis has been laid on viability in food preparation time, through
measuring the actual time being consumed in preparing of specific food item
(SUNIO and SCHMÖCKER, 2019). Hence it has lead in enhancing overall
profitability and market share of organisation.
Compare and contrast a range of different menus and the customer and business requirements
which have impacted on their design
Menu can be defined as card that contain detail or list of food and drink items that are
available for purchase by organisation and need to be served to interested individual. Generally,
there are five different type of menu that are offered by restaurant such as du jour menus, la carte
menus, cycle menus, static menus and fixed menus. All these types of menu are explained in
detail as follows:
1. Du Jour Menu: It is second type of menu that is used by restaurant in which the menu
changes on the daily basis on the basis of whatever the resources that are available or
chef is preparing. Hence, the Du Jour Menu means “the items of the day. For example:
These are suitable for company whose motivate is to serve large number of guests in a
timely, more innovative and differentiate manner with ensuring minimum wastage of
resources (Wall, 2021). So that qualitative services can be rendered to customers in
limited time frame for growth and expansion of business.
2. La carte menu: It is type of menu in which orders of one type of dish are being placed
separately from a plate of an original menu. This gives customers a preference to select
their food items as per their requirements. Furthermore, la carte menu are not a part of a
larger meal or a course of dishes. Such as, there is different type of menu that are being
designed for each of the menu so that requirement of range of customers can be meet in
optimum manner (Kara, 2019). Therefore, in short it can be stated that la carte dishes
tend to be a bit pricier as compared to other menu in the dishes.
3. Cyclic menu: It is menu that consist of repeated options over an specific time frame,
moreover, main used for two reason such as cooking operation is relative small and does

not have large number of resources to cook food. While, the second reason is it offer
daily special, likewise happy hour meal to its customers. Likewise, the menu are different
at each of the day during the cycle that benefits organisation as it reduce storage costs,
food wastage so that optimum value can be offered to the customers. It minimises cost as
it estimates the total amount of food required so that it cannot be repeated.
4. Static menu: The fourth menu that are being used by restaurant to be offered to
customers are static menu which are larger menu. It is divided into different categories
that are not ever changing and used by most of the organisation. In another words,
larger menu of an establishment that does not change in terms of its food and beverage
items (Supriyatno, Susilawati and Ahdi, 2020). Hence the customers that wants to have
similar type of products and services in order to satisfied their wants are motivated to
have static menu.
5. Fixed Menu: On the contrary note, the fixed menu are menu with few options and
having fixed set price at which customers will be offered food products to satisfied their
wants. It is much similar from static menu but commonly known as set menu. Such as the
can make use of fixed menu in which imaginative weekly fixed menu can make uses of
local and seasonal ingredients. Through making use of fixed menu the Rogan & co can
able to provide more local and healthy products to the customers.
Hence, all these are different type of menu as well as business and customers requirement
that directly impact on the designing of menu that could be offered to people for meeting their
expectancy level. Out of them, the Rogan & co has make use of la carte that list price for each
item separately. In this the price of item mentioned in the menu is higher as well as they are more
flexible as compared to others (Fusté-Forné, 2021). Hence, the customers can easily select
individual items and combine them in anyway as per the requirement to meet their expectancy
beyond their satisfaction level.
Realistic plan of menu that meets customer and business requirements
Developing and designing of effective menu involves lot of market research, to know about
the overall taste and preference of customers, find alternative varieties of dishes that could be

offered and legal laws that need to be abided for better outcome. The menu plan which is being
followed by Rogan & co to meet its customers and business requirement is illustrated below as:
1. Market research: First and foremost, step that will be taken by organisation is doing
market research that will helps in knowing about the overall trends in external
environment. Likewise, currently the customers are preferring to have organic, more
healthy food products in their diet to stay fit and fine for longer time frame (Jamme and
et.al., 2019). This has lead company in enjoying huge market share as it has adapted its
menu item as per the preference of the customers.
2. Courses: Rogan & co has focus on offering different type of courses to the customers
such as in starter it has offered different type of soups that is Coriander Broccoli soup,
Mix vegetables soup. Along with that have healthy and tasty options- Multi grain tortillas
and Bruschetta. Company has also added dishes in main course that are sweet potatoes
crunchy salad alongside tomatoes and coriander, Mix legumes and peas mixed with
herbs, Mix legumes and peas mixed with herbs and others (Perrotti and Stremke, 2020).
Furthermore, the Rogan & co Prices has offered options of desserts- Chocolate chips ice-
cream, Cheese cake with dip of melted dark chocolate, Dark chocolate pudding and
Blueberry cheese cake.
3. Layout and design: The layout as well as designing of the menu was made too attractive
such as it has included Menu item titles, border, present similar price in front of the menu
item. Along with it make use of graphic, design and other things to make menu more
attractive and useful for customers to come at decision of making purchase in order to
satisfy their wants.
4. Staffs: For designing and layout of menu, there are number of highly skilled, qualified
and knowledgeable employees are being required. All these must have capabilities as
well as skilled to creatively design the menu that could offer crucial information to
customers.
5. Legal requirement: While designing the menu all legal laws has been abided by the
company such as health and safety, equality and diversity as well as many other. Abiding
to legal requirement has helped company in promoting smooth operation of business in
external environment (Nunes and et.al., 2019).

Test and evaluate the menu produced
Menu engineering is process that mainly used to evaluate the menu pricing of restaurants
through focusing on sales data and overall cost of the food. That helps in guiding related to the
price of dishes included in menu, along with their features. Based on their popularity that is
either profitability or sales volume, menu engineering involves categorizing menu.
PLOW HORSE STAR
DOG PUZZLE
1. Star: These are food items that have high popularity, high profit margin so company
must offer to customer to earn high profit margin. Such as Coriander Broccoli soup,
Bruschetta, Sweet potatoes crunchy salad alongside tomatoes and coriander, Sprouts

herbs mixed sandwich, Dark chocolate pudding and Cheese cake with dip of melted dark
chocolate are star products (Tan, 2021).
2. Plow horse: There are food items that have high popularity, low profit- Mix vegetables
soup, Chocolate chips ice-cream, Mix vegetables sautéed wheat pasta and Multi grain
tortillas. All these products have more demand but less profit is being earned by company
because of more cost.
3. Puzzle: The product that have low popularity, high profit is known as puzzle. Likewise,
Mix vegetables soup, Brown rice with vegetable curry and Mix legumes and peas mixed
with herbs and Blueberry cheese cake are all food items of company that have low
popularity but high profit margin.
4. Dog: Products that have low popularity, low profit are dogs, that are not offered by
company in its menu to grow and sustain in external environment (Jamme and et.al.,
2019).
Realistic menu through fully researched and costed plan
LA CARTE MENU OF ROGAN & CO
STARTERS PRICES (£)
Mix vegetables soup 5
Coriander Broccoli soup 7
Bruschetta 8
Multi grain tortillas 6
Main course Prices
Sprouts herbs mixed sandwich 10
Brown rice with vegetable curry 15
Sweet potatoes crunchy salad alongside
tomatoes and coriander
20
Mix legumes and peas mixed with herbs 30
Mix vegetables sautéed wheat pasta 20
Deserts
Dark chocolate pudding 20
Chocolate chips ice-cream 15

Cheese cake with dip of melted dark
chocolate
18
Blueberry cheese cake 20
The Rogan & co has make use of LA CARTE MENU that has contributed in providing ease to
customers in easily viewing each and every dish that is being offered by the company, along with
the overall price associated with it. On the basis of specific dish as well as the cost that they have
to pay in order to buy food item they are able to take right decision of having the same. This has
helped company in earning maximum profit margin and sales revenue as more and more
customers are being added within the organisation.
Recommendations
From the above analysis it can be stated that the Rogan & co can also make use of many
other type of menu design and layout to induce customers within the organisation. Such as:
1. Likewise, it can Du Jour Menu in which each and every day people are being offered
different types of food products that could meet their expectancy in better manner.
2. Secondly, it can make use of fixed menu in which price of specific item are fixed so that
customers have to select among them only (SUNIO and SCHMÖCKER, 2019).
KPIs to measure success to meet business objective
There are various key performance indicators that could be used to ensure that menu meet
the business objective such as turnover rate, server benchmark and customers goodwill.
Likewise, turnover rate helps in understand number of products sales, server benchmark in
understanding the number of individual being served and overall reputation of organisation in
mind and heart of customers.
TASK B (PRESENTATION) - covered in PPT
CONCLUSION
From the above report it can be concluded that the customer and business requirements
impact on the design of a broad range of menus such as lifestyles, availability of resources,
healthy eating habit and many more. It has also helped in understanding the test method that

could be used to evaluate the menu design of company to get fruitful outcome or attract large
range of customers within the organisation for its benefits. At last recommendations has been
made related to menu that could be adapted by company to meet future trends.

REFERENCES
Books and journals
Bacon, L. and Krpan, D., 2018. (Not) Eating for the environment: The impact of restaurant menu
design on vegetarian food choice. Appetite, 125. pp.190-200.
Fusté-Forné, F., 2021. Robot chefs in gastronomy tourism: what's on the menu?. Tourism
Management Perspectives, 37, p.100774.
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.
Kara, B.N., 2019. Allergen warnings in menu design (Master's thesis, Sosyal Bilimler Enstitüsü).
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.
Mathews, A., Patten, E.V. and Stokes, N., 2021. Foodservice Management Educators’
Perspectives on Nutrition and Menu Planning in Student-Operated Restaurants. Journal
of Nutrition Education and Behavior, 53(3). pp.223-231.
Nunes, B and et.al., 2019. The first Portuguese National Health Examination Survey (2015):
design, planning and implementation. Journal of Public Health, 41(3). pp.511-517.
Nurfaridah, E., Noor, A .H. and Ansori, A., 2022. THE DEVELOPMENT OF PARENTING
MODULE" PLAYING MENU WITH PARENT" TO IMPROVE CHILDREN’S
PROSOCIAL BEHAVIOUR. Journal Of Educational Experts (JEE), 4(2). pp.56-61.
Perrotti, D. and Stremke, S., 2020. Can urban metabolism models advance green infrastructure
planning? Insights from ecosystem services research. Environment and Planning B:
Urban Analytics and City Science, 47(4). pp.678-694.
Reeves, P and et.al., 2021. Economic evaluation of a web-based menu planning intervention to
improve childcare service adherence with dietary guidelines. Implementation
Science, 16(1). pp.1-12.
13

SUNIO, V. and SCHMÖCKER, J.D., 2019. Implementing Stage-Based Models of Behavioral
Change as Menu-Based Intervention. Journal of the Eastern Asia Society for
Transportation Studies, 13. pp.427-441.
Supriyatno, T., Susilawati, S. and Ahdi, H., 2020. E-learning development in improving students'
critical thinking ability. Cypriot Journal of Educational Sciences, 15(5). pp.1099-1106.
Tan, T., 2021. Digital menu for restaurants in Finland as a SaaS web application: definition,
functionality, feasibility.
Wall, E.S., 2021. An empirical study of virtual reality menu interaction and design (Doctoral
dissertation, Mississippi State University).