Menu Development, Planning and Design - Desklib

This report discusses the principles of menu planning and designing for Fat Duck Restaurant. It covers customer and business requirements, menu development, and recommendations to meet future trends. The report also includes a range of different menus and their impact on design, as well as a realistic plan to develop a menu that meets customer and business requirements to maximize profitability.

Menu Development,
Planning and Design

TABLE OF CONTENTS
TASK-A...........................................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analysing the principles of menu planning and designing in order to meet the demand of
consumers and for the business requirement in terms of having different range of menu.........3
Determining the consumers and business requirement that is needed to fulfilled in order to
increase the profit for the range of different menu.....................................................................5
A range of different menus and the customer and business requirements which have impacted
on their design.............................................................................................................................6
Recommendations to meet future trends of abroad food menu..................................................7
Producing a realistic plan to develop a menu which meets customer and business requirements
to maximize profitability.............................................................................................................7
Producing a menu which meets business requirements and customer needs..............................8
Test and evaluation of the menu produced.................................................................................9
A realistic menu and costed plan that meets the overall business objective...............................9
Making justified recommendations for improvement based on tests and evaluation...............10
of the menu................................................................................................................................10
Producing a depth plan for menu development, including KPI to measure the success...........10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

TASK-A
INTRODUCTION
Menu planning and development has been considered as one of the most
important aspect in the food and beverage industry. It involves designing the meals that
has to be served to customers in the restaurant. The menu has to be design in such
manner that it should meet the requirement of the customers. The fat duck restaurant is
one of the leading restaurant in the UK. This organisation is often famous for meeting
the satisfaction level of the customers by ensuring the effective services to them.
Famous Chef Heston Blumenthal runs the restaurant (Korkiakangas, Weldon and
Kneebone, 2021). This report will illustrate the principles of planning and developing
effective menu in order to meet customer's requirement in the context of Fat duck
restaurant. Also, the menu planning and designing will be done for the restaurant within
mentioning the evaluation techniques.
MAIN BODY
Analysing the principles of menu planning and designing in order to meet the demand of
consumers and for the business requirement in terms of having different range of
menu
Menu planning and designing has to be done in such way that leads to attract the
large number of customers along with full-filling the business requirements. The
principles of menu planning and designing is consists of the protocols or set of rules that
has to be taken in consideration in order to ensure the satisfaction level of the
customers (Karpati, Najjar and Ambrossio, 2020). Here are the effective principles of
menu that has been adopted by the fat duck restaurant in order to ensure the customer
satisfaction along with full-filling business requirement:
Principles of menu planning and designing
Balance the food cost- This is one of the vital element that has to keep focus while
planning the menu. Balancing food cost has been proven beneficial for the customers
and organisation as well. Using cost effective techniques of producing the food leads to
lower the final price of the food. And the menu consists the final prices of the meal and
after seeing the prices of the meal the order has been made by the customers.

Therefore, it is important to balance the food cost so, the final price in the menu leads to
attract the number of customers. By using this principle, the fat duck restaurant can
attract the large number of customers along with sustaining the existing customers.
Special menus & menu specials- It is important that the menu must contain different
variety or special meals that has been only prepared in the particular restaurant. It has
been found from various studies that, listing special meals or dish in the menu adds
glory in the over-all menu (Gładysz, Buczacki and Haskins, 2020). Also, it is important
to add some special elements so, the organization can become different from the
competitors as well. Therefore, this principle of menu planning and designing must be
taken in consideration by the fat duck restaurant as it helps in showing the
organisation's menu attract and different from the competitors.
Time management- It has been found from various studies that, the customers hates if
they have to wait for long time. It leads to reduce the desire of eating food. Therefore,
the chosen restaurant has to keep focus over maintaining the time management in
order to prepare the dishes that are mentioned in the menu. As a result, the customers
gets the higher level of satisfaction. Along with this, it influences the customers in order
to visit again. This further results is earning higher profit. The delaying in time in terms
of serving the food is one of the major element that reduces the customers in the
restaurant therefore, it has been used as a weapon by fat and duck restaurant in order
to attract the customers.
Versatility in menu- It is the golden principle of planning and designing the menu. The
customers want options and versatility. Especially, in terms of food the consumers has
the demand of different variety. Therefore, it is important to include versatility in menu.
The fat duck restaurant has the versatility in their menu, as the organization offers
different types of meals. Also, in serving the drinks, the restaurant offer numerous types
of drinks. This excites the satisfaction level of the customers. Hence, this result in
completing the business requirement as well (Candel, 2020). As the versatility in menu
creates the larger space for the customers in order to enjoy the meals. When the
customers become happy it automatically provides the direct impact over the growth
and development of the company.

Reading format- Many times, the menu has been prepared in such manner that
customers finds it difficult to read. The structure and format of the menu in which all the
meals and dishes are listed is the initial part of menu planning and designing. Therefore,
the structure has to be prepared in such manner that, consumers can easily read it and
understand it. As many consumers get hesitate when they cannot understand what has
been mentioned. Therefore, the focus has to be made over this as it is one of the
important aspect. Within ensuring the effective structure and reading format of menu, fat
and duck restaurant can easily attracts the larger customer base (Rejeb and et.al.,
2020). As this is the initial stage from where the consumers can attracted. Therefore,
the focus has to be made over this.
Determining the consumers and business requirement that is needed to fulfilled in order
to increase the profit for the range of different menu
Customer requirements:
The current trends affect the choices of the customers and becomes the
requirements of the customers. In similar manner, the customers has adopted the
current trends that has to be included in menu as it affects the profit margin of the
company. Here is the description of the customer requirement that has to be taken in
consideration by the fat duck restaurant.
Health consideration- Currently the customers are highly health conscious. Therefore,
it has to be taken in consideration. This is the major requirement of the customers that
the food that has been served to the customer must be made with the proper hygiene
and within maintaining the quality assurance (Busse, and Siebert, 2018). This is the
major demand of the customers that impact the profit of the restaurant therefore, the fat
duck restaurant must take this trend in their menu so, the profit can be increase.
Customers taste- A menu must consist the variety as the customers has the different
taste. Therefore, the options must be available to the customers. So, the customers can
be attracted towards the restaurant. Some customers prefer vegetarian food while some
prefer non-vegetarian. Also, some want non-alcoholic elements while some want
alcoholic. Thus, consumers has different taste and that has to be taken in consideration
by the fat duck restaurant.

Price- The prices must be set in such manner that customer does not feel that the
prices are high. Also, the prices must be match with the services that has been assured
to the customers (Tuorila and Hartmann, 2020). This is one of the vital parameter that
has to be taken in consideration for meeting the requirement of the customers.
Quality- The quality refers to the value in the service. Many times a menu is consist of
giving the assurance of high quality service. But, the services does not match with the
promises that has been made. Therefore, it is important to provide the focus over the
quality of the services. So, the customers feels satisfied and the organisation can have
the higher profit.
Business requirements:
Skilled and trained staff- The food and beverage department must involve the skilled
and talented staff that has the effective time management skills of preparing the dish
along with the presentation of dish in front of the customers. This adds glory in earning
of higher profit (Pappa, Iliopoulos and Massouras, 2018). Thus, the fat and duck
restaurant must put focus over giving training to their staff members.
Food safety management system- This is one of the major business requirement that
has to be maintained for effective menu. This involves assuring the safety of the food.
Currently, the food industry is putting a keen focus over assuring the safety of the food
as it has been considered as one of the legal parameter for the business. Thus, the
selected restaurant must adopt this aspect in terms of ensuring the effective services in
their menu. Also, it leads to add high growth rate in business.
Teamwork- Working in a team within making effective coordination provides the high
assurance of quality services for the customer. Thus, in order to prepare effective menu
that assures higher profit requires the teamwork (Irtyshcheva and et.al., 2020). Fat and
duck restaurant has the different sections such as, for preparing the food, for serving
the food and so on. All these departments requires the team working as it leads to
provide effective services and earning of higher profit.
A range of different menus and the customer and business requirements which have
impacted on their design
It has been discussed and mentioned in the above report that there are many
kinds of menus and number of business requirements has been adopted by the Fat

Duck restaurant which puts the impact on the design. The restaurant focused on the
areas such as food costs, menu making, time management, health consideration,
quality, team working, and able to hire the trained staff which helps in fulfilling the
customer and business requirement accurately (Seward,Wolfenden, and et.al., 2018).
Recommendations to meet future trends of abroad food menu
In the food industry or restaurant it has been recommended to the mentioned
organization that they can be able to get and follows the future trends by focusing on
the marketing and digitalization which will make the abroad food menu to meet the
needs and requirement accordingly.
Producing a realistic plan to develop a menu which meets customer and business
requirements to maximise profitability.
Producing a correct menu is required to be done by the mentioned restaurant to
help and support the food organization to obtain the effective results. Thus, whenever a
restaurant needs to develop their menu in effective way it is important to ensure that the
menu is able to meet the customer and business requirements and serving the industry
to grow and provide the effective result (Gottschall, Gultek, and et.al., 2018). According
to this context, here, producing a plan to develop a menu which can provide and fulfilled
the business and customer needs and maximize the profit of the Fat Duck restaurant.
Creation of menu concept: In first step, a Fat Duck restaurant is required to
understand the concept of the menu planning and what customer needs to be fulfilled
by the restaurant. It includes the items like what kind of food and beverages customer
looks for, what kind of style, decor and ambience a Fat Duck restaurant needs to adopt
where they can also be able to attract the consumers and can provide the needs and
requirements of an individual guest (Vu, Li, and et.al., 2019). The main purpose of this
concept is to select the food dishes which a demographical and geographical customer
likes to order in huge amount and a taste which they always find around any restaurant.
A list of core ingredients: A restaurant when developing or creating a menu concept
there second stage is to focus on the core ingredients which can make the food more
delicious, healthy and full of flavours. Some people look for the healthy food, some are
following the diets and some wants quite good food without considering the health

perspectives. In this area, Fat Duck restaurant have to look for all the requirements and
needs of the different types of consumers and serve the food accordingly.
Investigate the supply chain: At third stage, the menu concept and food ingredients
sections has been adopted by the restaurant it comes to investigate the supply chain
which helps the business to grow more effectively (Torlak, Demir, and et.al., 2019). It
includes the costing of targeted suppliers, delivery logistics, ethical working areas and
such more.
Cost out menu items: This sections includes the concept of menu costing of decision
of pricing making for the different food items. The pricing of the menu to be done by
focusing on the Fat Duck restaurant profits and also affordable for the consumers as
well.
Visualize plating: It includes the presentation of the food and beverages which puts the
impact on the customer experience and business growth. It actually matters how the
food looks like as consumer decide and make mentality by looking at the food posture.
Test kitchen: The last step mentioned where a mentioned restaurant requires to taste
the food and flavour before serving to consumers which is a quite good preparation and
can get the good feedback from consumers.
Producing a menu which meets business requirements and customer needs.
It has been known that when a restaurant produces a menu it requires focusing
on both areas business needs and customer requirements as well. Looking at business
needs it includes to meet the product quality standards, legislation, menu balance,
creativity and skills. Let's elaborate each section in detailed way (Deksne, Kempelis,
and et.al., 2021).
Appropriate sources: In this factor, a Fat Duck restaurant focus on the appropriate
sources which help the industry to grow and develop effectively. It includes the supplier
engagement who can be local and supplying the foods to the consumers. A restaurant
has to keep aware of heath and safety and needs to adopt the nutritional food where the
product has general labelling. Also, require calculating and discuss the profit margins
which will definitely help and support the food organization to grow. For example, the
Fat Duck restaurant can take the help and support of local food suppliers like taking the
raw materials direct from the farmer and can get the healthy and nutritional food items.

Resources and skill: In the Fat Duck restaurant, they are using a resource to increase
the usage of activities like health trainings sessions to their staff who can make the
kitchen clean and hygiene and it is also a business profit requirements. A proper menu
resources is used for the staff to make the different kinds of menu foods which increase
the staff efficiency and profitability (Baiomy, Jones, and et.al., 2019). In addition, it
involves the reduction of waste of food items and also providing a good customer
service by communicating and giving attention the consumer.
Menu balance and creativity: A business requirements and customer both looks for
the balanced profits of their own where a Fat duck organization is able to balance the
food cost, menu prices, financial and marketing areas to be done accurately. A
consumer wants nutritional and stylish balance of food making or producing which
makes them feel satisfied.
Legal Requirement: The Fat Duck restaurant has to put focus on the menu labelling
law where a proper guideline can cover the all standard of the food and beverages
product. Providing the correct information about the food including the calories can help
the customer to maintain their diet or can eat healthy food as per their needs and
requirement (De Oliveira, and et.al., 2021). Nutrient includes such as total fat, trans fat,
cholesterol, sodium, dietary fibre and such more.
Test and evaluation of the menu produced.
 Utilization of key performance indicator
 Collecting the feedbacks and reviews
 Evaluation of sales and profitability
 Obtaining the review and suggestions from marketing websites
 Overall measuring the restaurant success.
A realistic menu and costed plan that meets the overall business objective
A realistic menu can be able to meet the business objectives of the Fat Duck
restaurant by evaluating and focusing on the Key performance indicator which will help
the food industry to grow more and can obtain the profitability (Cohen, 2018). It is
basically required to look out for the best profit margins and also can provide the
affordable cost to the consumer whereas both can obtain the effective results.

Making justified recommendations for improvement based on tests and evaluation
of the menu
 Affordable prices of the food
 Take the proper or regular feedbacks
 Highlight the menu items
 Use iconography to attract
Producing a depth plan for menu development, including KPI to measure the success.
As, it has been mentioned above that a proper menu planning and its development
requires a KPI to evaluate the organizational success and can contribute in better
manner (Hassanand, 2022). The KPI targets the new consumers and measure their
success and involvement which impacts the business of Fat Duck restaurant and helps
in making them grow.
CONCLUSION
From the above report it has been concluded that, menu planning and designing
plays important role in fulfilling the customers and business requirement. It is important
to adopt all the principles of menu planning and development as it is the base which can
attract and distract the customers at the same time. The report has further described
that, the evaluation has to be done after planning the menu. As this provides the idea
about the success rate of the menu planning. Also, the changes that are needed to be
taken in the menu designing can be known with the effective monitoring and evaluation
strategies.
REFERENCES
Books and Journals

Baiomy, A.E., Jones, E. and et.al., 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.
Busse, M. and Siebert, R., 2018. The role of consumers in food innovation
processes. European Journal of Innovation Management.
Candel, J.J., 2020. What’s on the menu? A global assessment of MUFPP signatory
cities’ food strategies. Agroecology and Sustainable Food Systems. 44(7).
pp.919-946.
Cohen, D.A., 2018. Food for thought: how dietitians can help people make healthy food
choices. Nutrition Today. 53(1). pp.13-17.
De Oliveira, F.J.B., and et.al., 2021. A collaborative decision support system framework
for vertical farming business developments. International Journal of Decision
Support System Technology. (IJDSST).13(1), pp.34-66.
Deksne, L., Kempelis, A., and et.al., 2021. Automated System for Restaurant
Services. Information Technology and Management Science. 24(1), pp.15-25.
Gładysz, B., Buczacki, A. and Haskins, C., 2020. Lean management approach to
reduce waste in HoReCa food services. Resources. 9(12). p.144.
Gottschall, R., Gultek, M. and et.al., 2018. Similarities and Differences in US and
Canadian Restaurant Marketing Strategies: A Cross-Border Analysis of Menu
Offerings. Journal of Tourism and Hospitality Management.6(1), pp.1-8.
Hassanand, S.K., 2022. Business Feasibility Study of Cereal & Co Cafe at Ruko Sunset
Beach Golf Island Pantai Indah Kapuk North Jakarta. (Doctoral dissertation,
Universitas Pelita Harapan).
Irtyshcheva and et.al., 2020. Business process management in the food industry under
the conditions of economic transformations. Management Science
Letters. 10(14). pp.3243-3252.
Karpati, D., Najjar, A. and Ambrossio, D.A., 2020, February. Ethics of Food
Recommender Applications. In Proceedings of the AAAI/ACM Conference on
AI, Ethics, and Society (pp. 313-319).

Korkiakangas, T., Weldon, S.M. and Kneebone, R., 2021. ‘Let me take care of you’:
what can healthcare learn from a high-end restaurant to improve the patient
experience?. Journal of Communication in Healthcare. 14(3). pp.225-240.
Pappa, I.C., Iliopoulos, C. and Massouras, T., 2018. What determines the acceptance
and use of electronic traceability systems in agri-food supply chains?. Journal of
Rural Studies. 58. pp.123-135.
Rejeb and et.al., 2020. Blockchain technology in the food industry: A review of
potentials, challenges and future research directions. Logistics. 4(4). p.27.
Seward, K., Wolfenden, L., and et.al., 2018. Improving the implementation of nutrition
guidelines in childcare centres improves child dietary intake: findings of a
randomised trial of an implementation intervention. Public Health
Nutrition. 21(3), pp.607-617.
Torlak, N.G., Demir, A. and et.al., 2019. Impact of operations management strategies on
customer satisfaction and behavioral intentions at café-
restaurants. International Journal of Productivity and Performance
Management.
Tuorila, H. and Hartmann, C., 2020. Consumer responses to novel and unfamiliar
foods. Current Opinion in Food Science. 33. pp.1-8.
Vu, H.Q., Li, G., and et.al., 2019. Exploring tourist dining preferences based on
restaurant reviews. Journal of Travel Research.58(1), pp.149-167.