Menu Development, Planning and Design - Principles, Requirements, and Strategies

This report provides insightful knowledge of Menu development and planning for the hospitality industry. It examines the principles of menu planning and design to meet customer and business requirements for a range of different menus. It determines the customer and business requirements which need to be fulfilled to maximize profits for a range of different menus. It also analyzes how customer and business requirements impact the design of a broad range of menus and makes recommendations to meet future trends. Additionally, it covers the key considerations which need to be taken into account when costing and pricing menus and provides strategies to produce a menu which meets requirements of customers to increase profitability.

Menu Development,
Planning and Design

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
P1 Examine the principles of menu planning and design to meet customer and business
requirements for a range of different Menus..........................................................................4
P2 Determine the customer and business requirements which need to be fulfilled to maximise
profits for a range of different menu......................................................................................6
M1 Compare and contrast a range of different menus and the customer and business
requirements which have impacted their design...................................................................7
D1 Analyse how customer and business requirements impact the design of a broad range of
menus and make recommendations to meet future trends......................................................8
P3 Determine the key considerations which need to be taken into account when costing an
pricing menus (Covered in PPT)............................................................................................9
P4 Produce accurately costed and priced menus to meet a range of customer requirements
(Covered in PPT)....................................................................................................................9
M2 Analyse approaches to menu costing and pricing and use effective methods to accurately
cost and price menus to maximise profitabilitY (covered in PPT)........................................9
P5 Produce a realistic plan to develop a menu which meets customer and business
requirements to maximise profitability for a chosen organisation.........................................9
P6. Produce a menu which meets requirements of customers to increase the profitability.. .9
P7 Test and evaluate the menu produced.............................................................................10
M3 Produce a realistic menu using a fully researched and costed plan that meets the overall
business objectives of a chosen organisation.......................................................................11
M4 Make justified recommendations for improvement based on tests and evaluation of the
menu.....................................................................................................................................11
D2 Produce an in-depth plan for menu development, including KPIs to measure success;
produce and test the menu, making justified recommendations to resolve problems identified
to meet overall business objectives of a chosen organisation..............................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The Hospitality industry is described as a broad and huge business sector engaged in
providing various services to customers in society. For instance, these services includes
accommodation, Food and beverage, Event planning, travel and tourism, etc. In addition to that,
Food and Beverages is one of the primary services provided by hospitality industry to local
customers as well as tourists. Moreover, various business entities engaged in providing Food &
Beverage services in hospitality sector includes hotels, bars, restaurants, cafe, etc. These business
firms are aimed at providing an delightful experience to customers with serving quality food and
enjoyable environment to customers. The business entity taken into consideration in carrying out
this particular report assessment is considered as The Waterside Inn. Being located in
Maidenhead, United kingdom, respective restaurant is promised at providing Dine-in services
with delicious food & beverages as well as alluring ambience for customers to have a overall
gratifying experience. It has been established in the year 1972 by Michael Roux and Albert Roux
(Baiomy, Jones, and Goode, 2019). Furthermore, this report assessment will be comprised of
insightful knowledge of Menu development and planning. It will be including customer
requirement as well as various aspects which facilitates in meeting customer requirement in
order to increase profits of respective organisation. In addition to that, it will determine various
key considerations in menu-planning which contributes in enhancing overall profitability of firm.
MAIN BODY
P1 Examine the principles of menu planning and design to meet customer and business
requirements for a range of different Menus
A menu planning plays a vital role in encouraging the business of hospitality industry. It
provides the briefing of items that avail by the caterer for their customers. Various previous
surveys and studies has shown that customers attracted to the restaurants most, that have the
strategically arranged menu at their outlets. Hence, it is one of the foremost task for hospitality
business to plan and design the customer pivot menu. In regard to the above discussion, the
managers of The Waterside Inn, designed the attractive menu which ensures to fulfil the
customer needs and questions regard to food and beverages. Furthermore, With the inclusion of
dedicated strategies and marketing approaches the respected business established strong market
appearance. Therefore, all these traits works as an favour for their operations in order to achieve

the decided goal more efficiently. In result, the mentioned business profits consistently uplifting
year by year (Watanabe, and et. al., 2021).
Principles of menu planing and design
 Customer satisfaction- Customers are the main key for the growth of every business.
Therefore, it is important for the business to know its customer. It is necessary to
understand the preference of customers, what they like or not. Hence, thorough the
dedicated market research the preference of major number of customers can be easily
extract. Thorough these informative leads, restaurants can create the effective menu with
additional items.
 nutrition and government regulation- An impressive food menu is created when it
includes all the necessary informations regard to the food. It is important that the menu
includes all the nutrition value such as protein, fibre, vitamins, fat that fulfil the nutrition
need of human. Hence, the restaurants should follow the government guidelines regard to
the nutrition value. Through, these informations an informative menu can be form.
 Variety- An attractive menu includes the number of dishes and beverages. These vast
variety of items influence the customer thoughts towards the restaurants image.
Customers get the advantage to taste the different dishes as well as it also helps the
business to attract the large number of customers using their services.
 descriptive language- The attractive presentation of food items names are the heart for
crafting the effective menu. The restaurants need to spend time in developing the
attractive dishes times to influence customers interest.
 Provide First Impression- The restaurants need to use the eye soothing colour and
design in their food menu. Thorough such practice they can influence the customer
preference. Visual techniques, and friendly dishes names help in making the first
impression.
Range of menus
There are number of food menus that offers in the hospitality industry. Below are the
highlights of some food menus;
 Du Jour Menu- Du Jour Menu denote to 'Of the day'. The mentioned menu food item
customized on the daily basis. Generally restaurants that offer such facility, use the chalk

board or digital display to present their menu item. It is very helpful for the restaurants
that offers the special items.
 Beverage Menu- Beverages menu incudes the number of vast number of beverages such
as beer, soda and cocktail. These menus also features the picture of beverages as well as
describes the information of ingredients that used in making the beverages.
P2 Determine the customer and business requirements which need to be fulfilled to maximise
profits for a range of different menu
A menu plays a crucial role in providing Food & Beverage services to customers in a
restaurant. For instance, it facilitates in keeping customers informed of dished and drinks offered
by particular restaurant as well as particular price for that dish or drink. It further allows in
effective communication among caterer and customer in order to provide them with quality
experience with recommendations and suggestions upon order. Moreover, every dish or drink in
a menu is presented with specific amount or fee charged by restaurant for the same which ease
for customers in keeping a check over specific budget for consuming Food & beverage services.
There are several requirements of customers and business in designing a menu which are as
follows (,Tañagras, Guinto, and Incapas, 2019);
Customer requirements Quality Food: This is determined as major concern of customers in while consuming
services of Food & beverages in a restaurant or hotel. For instance, it includes
appearance, taste, smell, and texture of food served to customers which makes them
acceptable to customers. Moreover, respective restaurant considers this aspect on primary
basis in serving customers with quality food items. The Waterside Inn, manages to
highlight their speciality dishes in their menu which contributes receiving more orders
from customers at restaurant.
 Relevant Pricing: Pricing factor plays a major role in designing menu at places engaged
in providing Food & Beverage services to customers. For instance, customers in a
restaurant or hotel, always looks out for relevant and appropriate price or charges for
consuming Food items served by particular business entity. Moreover, pertinent pricing
for dishes and drinks has been taken into consideration by respective restaurant in order
to receive more orders from customers and increase overall profitability. Therefore, this
aspect results in being beneficial for both customers as well as business.

Business requirements Efficient staff training: Skilled and appropriate staff engaged in these business entity
provides additional value towards increasing profits for various menus. The Waterside
Inn is engage in providing required training and development programs to their staff
which facilitates in carrying out activities and practices in order to provide quality
experience to their customers.
 Sufficient market research: Regular and consistent market researches allows respective
restaurant in being aware of on-going current market trends as well as customer
preferences and demands. For instance, respective restaurant is facilitated with this
acquired information in designing attractive menu in order to receive higher amount of
orders from customers (Guyadeen, and Seasons, 2018).
M1 Compare and contrast a range of different menus and the customer and business
requirements which have impacted their design
There are various types of menus taken into consideration in business firms engaged in
providing Food & Beverage services which are determined as follows:
 La Carte: This menu is comprised of various food items separately with specific prices
for customers. For instance, it results in being quite expensive for customers as it
provides flexibility to customers in ordering dishes and drinks according to their
preference. Moreover, customers can pick out any option from the menu and combine
them according to their preference for ordering.
 Static: This menu has been considered in major these business firms engaged in serving
food items to customers. For instance, it is a large menu with various defined and
determined sections and segments of dishes and drinks. Primary of these food sections
includes appetizers, cocktails, salads, etc. Furthermore, it results in customer satisfaction
with consistency as it includes all the options and items served by restaurant.
 Du Jour: This menu includes food and beverage options that are available for a
particular day and keeps on changing with every additional day. For instance, it includes
Food & Beverages which have been made by chef and is available to be served to
customers (McLaren, and Goldstein, 2018).
 Cycle: As the name suggests, this menu is considered to one which keeps on changing
over a particular duration of time. For instance, this order cycle primarily keeps on

regulating and changing over weekly basis which allows customers to provide with
different menu for each of the additional day throughout a week.
 Fixed: This menu is regulated with fixed food and beverage options to customers. For
instance, it rarely changes as well as does not have a scope of serving with additional
items out of their menu list.
Quality of food and relevant pricing are determined as customer requirements that impact
upon designing different menus in order to serve customers. On the other hand, efficient staff
training and sufficient market research are business requirements that impact upon designing
menu (Hopkins, and Knaap,2018).
D1 Analyse how customer and business requirements impact the design of a broad range of
menus and make recommendations to meet future trends
Customer and Business requirement plays a crucial role in designing a specific menu in
order to be served to customers. For instance, it allows in designing Food menu with
consideration of customer as well as business requirement including current market trends which
results in ensuring more orders from customers in order to increase overall profitability.
Respective organisation serve people with La carte and static menu which facilitates in providing
Food & Beverages to customers with various options of dishes and drinks. Furthermore, each
and every menu is designed to serve people with specific and particular food and beverage items
according to representatives engaged in regulating business entity.
In order to meet future trends, The Waterside Inn need to regulate consistent market as
well as customer preference research which will contribute in being aware of current market
trends and customer preferences. Therefore, it will result in increasing sales of Food & beverages
offered by respective restaurant with higher amount of profitability (Noone, and Cachia, 2020).

P3 Determine the key considerations which need to be taken into account when costing an
pricing menus (Covered in PPT)
P4 Produce accurately costed and priced menus to meet a range of customer requirements
(Covered in PPT)
M2 Analyse approaches to menu costing and pricing and use effective methods to accurately cost
and price menus to maximise profitabilitY (covered in PPT)
P5 Produce a realistic plan to develop a menu which meets customer and business requirements
to maximise profitability for a chosen organisation
Representatives engaged in management practices in hospitality industry are engaged in
designing and developing a menu with considerations of various essential strategies in order to
achieve desired goals and objectives. For instance, these strategies and planning is organised in
order to maximise profitability as well as customer satisfaction by carrying out efficient activities
and practices. It includes innovative and creative approach towards development of menu in
order to receive maximum order from customers. There are various strategies introduced in order
to acquire maximum benefits out of designing a menu which are as follows:
 Effective segmentation or sectioning of dishes and drinks in a attractive manner which
facilitates in attracting customers.
 Consideration of using relevant picture in order to make a menu attractive.
 Highlighting special and most profitable food and beverage items.
 Using appropriate and relevant pricing as it is one of the major issue in designing a menu
 A small and understandable description in order to provide necessary information to
customers.
 Presentation of prices with food items in an understandable manner.
P6. Produce a menu which meets requirements of customers to increase the profitability
In order to produce an attractive and effective menu, there are various aspects to be
considered which facilitates in increasing profitability of respective restaurant. For instance, it
includes customer and business requirements as well as current market trends to be implemented
in planning out an effective menu. Representatives engaged in designing and developing a
defined menu ensures fulfilment of all determined considerations (Nemeschansky, and et. al.,
2020).

Menu
The Waterside Inn
Refreshment Menu
Eggs 4.2
Toast 9
Avocado 9
Sandwich 10
Sausage 16
Waffles 17
Drinks Menu
Wine Large - 95p
Coffee 80 p
Limonana 60 p medium
Hot chocolate 2.3
Pina colada 55 p small
Smoothie 88p large
P7 Test and evaluate the menu produced
It is important to evaluate the menu produced by the organization. Through such process the
business that created the menu get know the effectiveness of their menu in the operational
market. Hence through various process the respected firm can measures their developed menu
efficiency. In relation to this below are the some testing ways that can be adopted by the
mentioned organisation.
 Customers review- Taking customers feedbacks regard to the developed menu helps the
organisation to modify their menu according to the customers review. By such process
the mentioned business can easily evaluate their operational activity to attract the
number of customers

 KPI- By setting the realistic key performance indicators the respected organisation can
from the efficient menu plan. It also provides the assistance to the respected firm to
achieve the set goals of sales.
M3 Produce a realistic menu using a fully researched and costed plan that meets the overall
business objectives of a chosen organisation
Business aims and objectives of The Waterside Inn
 To serve quality Food & Beverages at affordable and relevant prices
 To provide an delightful atmosphere to employees
 To manage and maintaining customer relationship
The determined and defined menu by respective organisation results in providing
additional value towards success and growth of restaurant. For instance, it includes
considerations of various customer preferences as well as business requirements in order to
develop and produce a desired menu. Furthermore, relevant and appropriate pricing is taken into
consideration by respective restaurant which facilitates in attracting higher amount of customers
as well as receiving more orders from customers. In addition to that, it further contributes in
enhancing overall profitability of restaurant which facilitates in achievement of desired
organisational goals and objectives ( Bhoi, and et. al., 2020).
M4 Make justified recommendations for improvement based on tests and evaluation of the menu
Referring to respective restaurant, there are few recommendations in order to improvise
and enhance their current menu. For instance, it includes conclusive information derived from
various tests and experiments. Furthermore, these recommendations are as follows:
 Addition of new and innovative dishes to be taken into consideration which will facilitate
in providing diversity in menu with different dishes and drinks.
 Highlighting their speciality and profitable items among the menu in order to provide
customers with best of their offerings as well as earning most out of it.
 Brief description of food items including process/method of making, ingredients,
flavours, etc.

D2 Produce an in-depth plan for menu development, including KPIs to measure success; produce
and test the menu, making justified recommendations to resolve problems identified to
meet overall business objectives of a chosen organisation
KPI benchmarking
 Turnover rate need to be increased by 25% by the end of the year
 Cost of goods need to be decreased by 7% by the end of quarter
 Net profit margin should increase by 15% by 6 month.
 Menu item profitability should increase 17 %
From the analysis of above PPT it can be illustrated that the respected firm need to focus
on some practices in order to improve their business operations. In regard to this by taking the
customer review and using these informations in order to evaluate their menu can help the
mentioned firm in order to perform efficient functions. The respected firm should also focus on
past sales as well as need to be remove the items that impacting their revenue (Kornienko,
2019).
CONCLUSION
From the above report assessment, it could be concluded that The waterside Inn is a
business entity engaged in providing Food & Beverages services to customers. For instance,
respective restaurant considers customers as well as business requirement in development of
their desired menu. La Carte and Static menus are taken into account by respective restaurant in
order to serve their customers with their quality food and beverages. The report determines
impact of designing a particular menu towards maximising profitability of organisation.
Furthermore, it is comprised of menu engineering matrix and development of menu taken into
account by The Waterside Inn in order to serve their customers.

REFERENCES
Books and Journals
Baiomy, Jones, and Goode, 2019. The influence of menu design, menu item descriptions and
menu variety on customer satisfaction. A case study of Egypt. Tourism and Hospitality
Research, 19(2), pp.213-224.
Watanabe, and et. al., 2021, September. A Study on Menu Planning Method Considering the
Variation in Menu Orders-Application to Daily Foods in a Company Cafeteria. In IFIP
International Conference on Advances in Production Management Systems (pp. 224-
231). Springer, Cham.
Tañagras, Guinto, and Incapas, 2019. A Computerized Form 137 for the Bucal National High
School. Ascendens Asia Journal of Multidisciplinary Research Abstracts, 3(2).
Guyadeen, and Seasons, 2018. Evaluation theory and practice: Comparing program evaluation
and evaluation in planning. Journal of Planning Education and Research, 38(1), pp.98-
110.
McLaren, and Goldstein, 2018. The Photoshop Smile Design Technique. Compendium of
continuing education in dentistry (Jamesburg, NJ: 1995), 39(5), pp.e17-e20.
Hopkins, and Knaap,2018. Autonomous planning: Using plans as signals. Planning
Theory, 17(2), pp.274-295.
Noone, and Cachia, 2020. Menu engineering re-engineered: Accounting for menu item
substitutes in pricing and menu placement decisions. International journal of
hospitality management, 87, p.102504.
Nemeschansky, and et. al., 2020. Customer-driven menu analysis (CDMA): Capturing customer
voice in menu management. International Journal of Hospitality Management, 91,
p.102417.
Bhoi, and et. al., 2020. Developments in the aluminum metal matrix composites reinforced by
micro/nano particles–a review. Journal of Composite Materials, 54(6), pp.813-833.
Kornienko, 2019. Incentives for staff in the restaurant business. In e-FORUM (No. 3, pp. 7-7).
Федеральное государственное бюджетное образовательное учреждение высшего
образования Уральский государственный экономический университет.