Menu Development, Planning and Design - Principles, Costing, Pricing, and Maximizing Profitability

This article discusses menu development, planning, and design for maximizing profitability. It covers principles of menu planning and design, determination of customer and business needs, and approaches to menu costing and pricing. It also provides a realistic plan for developing a menu that meets customer and business needs, and testing and evaluation of the menu produced. The article includes insights into KPIs for measuring success and making justified recommendations for resolving problems.

Menu Development,
Planning and Design

Table of Contents
PART 1............................................................................................................................................4
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5
PART 2............................................................................................................................................6
INTRODUCTION...........................................................................................................................6
MAIN BODY...................................................................................................................................6
TASK 2............................................................................................................................................6
P3 Determine the key considerations which need to be taken into account when costing and
pricing menus...............................................................................................................................6
P4 Producing accurately costed and priced menus to meet a range of customer requirements...8
M2 Analysation of approaches to menu costing and pricing and using effective methods for
accurately costing and pricing menus for maximising profitability............................................8
TASK 3............................................................................................................................................9
P5 A realistic plan for developing a menu that meets customers as well as business needs for
maximising profitability for chosen organisation........................................................................9
P6 A menu which meets business as well as customers needs for maximising profitability for
chosen organisation....................................................................................................................10
P7 Testing and evaluation of a menu produced.........................................................................11
M3 A realistic menu using a fully researched and costed plan which meets overall business
objectives of chosen organisation..............................................................................................12
M4 Justified recommendations for improvements based on tests and evaluation of menu.......12
D2 In-depth plan for menu development, including KPIs for measuring success produce and
test menu, making justified recommendations for resolving problems identified for meeting
overall business objectives of chosen organisation...................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

PART 1
INTRODUCTION
Menu development, planning and designing in an appropriate can help an organisation in
directing the attention of the diner to particular items as well as enhances the likelihood that
those items will get ordered. To satisfy needs of customers, restaurants and hotels are becoming
popular through giving them exciting and affordable experiences. This presentation includes
principles of menu planning and design in order to meet business and customer needs for various
menus. It also covers determination of customers and business requirements that need to be
fulfilled to maximise profits for different menus. There will be comparison and contrast of
different menus along with customers and business requirements influencing design.
Furthermore, there will be analysis of how customers and businesses require influence design a
wide range of different menus.
MAIN BODY
TASK 1
P1 Principles of menu planning and design for meeting customer and business requirements for a
range of different menus
Types of menus:
Menu can be defined as a list that includes food and drinks which can be available for the
market share for the purpose of buying along with serving to them. Menu with technological
advancements has now changed and it can be represented on electric devices. There are various
types of menus and some of these are discussed below:
 Table d'hote: This is French work that can be used for food from table of host and is
considered as a type of menu that five overall meal for a set price to customers instead of
food consumed by them. This includes desserts, salads, soups, appetizers and many other
items. It is a menu which always ensure less wastage of food as well as providing simple
operations.
 à la carte: It is another French work which means the menu that is existed within
restaurant industry and is used to enhance menus including list of prices of the items of
restaurant and can be ordered separately. For providing flexibility to guest, managers of

organisation can list their options separately in such kind of menu and guest can pay for
single type of individual side by them.
 Cycle menu: This menu includes different repeated alternatives for a particular time and
is used by restaurants for few reasons because they have less cooking activities and not
have much resources for cooking greater menu.
 Functions: This kind of menu is made for purpose of particular events such as
conferences, wedding, meetings, birthday and other parties.
P2 Determination of customer and business needs which required to be fulfilled for maximising
profits for a range of different menus
M1 Comparing and contrasting a range of different menus and customer and business
requirements that have influenced their design
D1 Analysation of how business and customer needs influence design of a broad range of menus
and recommendations to meet future trends
CONCLUSION

REFERENCES
Books and Journals

PART 2
INTRODUCTION
Menu is said to be a statement that include information about the food and beverage
items which are available as well as offered by the food establishments on the basis of the
demands of market share and also achieve organisational aspirations. Menu development
concentrates greatly on dish selection along with design of a menu. The planning of menu is
considered as significant aspect of planning and organisation within the food industry. It is an
advance plan of a dietary pattern over a particular period of time (Finch and et.al., 2019). In
order to demonstrate different aspects of this report The Five Fields is taken into consideration as
an organisation which is a UK-based restaurant offering a wide number of services to its target
market. This project includes determinations of key considerations that are required to be taken
into consideration at time of costing as well as pricing menus. Along with it, there will be
development and evaluation of menus for meeting customers and organisational requirement.
MAIN BODY
TASK 2
P3 Determine the key considerations which need to be taken into account when costing and
pricing menus
This becomes essential for an organisation to design the menu in a more accurate and
proper manner. It is also significant for a business to check the price of its products and related
services so that customers of the organisation can afford it. At time of designing menu, a
restaurant must take into account the cost for developing the best menu (Ichraf, Soulef and
Hichem, 2020). An organisation must produce the food and beverage in such a way that directly
satisfy the taste as well as perceptions of the market share so that they can feel the amount paid
by them is worthy. There are various factors that are required to be taken into consideration by
The Five Fields at time of pricing the products of the menu:
 Prices of competitors: The respective organisation must compare the prices of its
competitor's products as this restaurant can attain profits and capture the customer
satisfaction through checking market prices of rivalries. The market prices should be

checked by The Five Fields so that the organisation is able to provide identical products
which will help in enhancing brand awareness.
 Equipment: The price of food as well as beverage items is majorly impacted by
consumption of materials. The Five Fields is required to use such equipments that
provide assistance to human resources of organisation in reaching to their target market,
increasing sales of business that contribute towards restaurant's success.
 Costs of Labour: It has made a great impact on the quality of food and beverage
products of the restaurant (Kaban and Nasution, 2020). The Five Fields must employ
effective and best skilled manpower for ensuring product's quality which is delivered to
market share. The respective restaurant must not negotiate on labour cost and
employment because target market prefer superior quality which can be offered by
manpower of organisation.
 Quality of food: It is another factor that must be taken into account by organisation for
all market-base. At time of costing and pricing menu, The Five Fields restaurant must
ensure the superior quality of food and beverage products. It is because products of high
quality require ingredients of same quality that can be costly to prepare dishes.
 Considering legal factors: Legal laws and legislations play a major role in the process of
deciding costs as well as prices (Kim, Sauerwald and Sukpatch, 2021). The managers of
Restaurant cannot ask for price of food and beverage whatever they want. The target-base
must not be exploited as per the consumer law and billing price should be affordable and
reasonable for fulfilling customers requirements.
P4 Producing accurately costed and priced menus to meet a range of customer requirements

M2 Analysation of approaches to menu costing and pricing and using effective methods for
accurately costing and pricing menus for maximising profitability
There are different approaches which can facilitate in the process of determining the
costing as well as pricing of the menus (Leib and et.al., 2018). Such approaches states the
process that how to secure the prices in an effective manner as per the legal laws and legislations.
It provides support in earning a large amount of profits that can facilitate in becoming an
effective leader within the market place. Different methods to cost and price menu are given as
follows:
 Competitive pricing: Price Requires to be calculated through analysing market
competition. The Five Fields can observe competition, calculate prices and seek the
behaviour of its competitors and change the price of its products. It must charge the
prices that are identical with the prices of the competitors products.
 Potion Cost pricing: It is another effective approach for pricing products and services of
an organisation (Lubis and Azizah, 2018). In context to The Five Fields, the restaurant
can price its food and beverages by separating standard part of item and along with it,
cost should be calculated proportionally.
 Pricing by raw food cost of item: It is considered as one of the major pricing approach
and includes cost of raw materials as well as food which goes into production. It can be

recognised through dividing cost of raw material by cost of desired food for calculating
final price.
TASK 3
P5 A realistic plan for developing a menu that meets customers as well as business needs for
maximising profitability for chosen organisation
This becomes significant for an organisation to produce a plan of menu which is required
for the purpose of satisfying the needs and wants of the target market (Piscopo, Bonello and Gatt,
2021). The primary objective of The Five Fields is to earn a large amount of profits that
enhances the level of profitability within the workplace along with increasing the business
throughout the world. The key motive of the organisation is to provide healthy, great as well as
delicious food in order to meet the different wants and requirements of the differentiated market
share. There are different steps for the creation of the realistic menu which is discussed as below:
 Developing menu concepts: It is the initial stage of menu development plan and requires
determination of what products and services are offered by restaurant along with what
they are known for. Presence of innovative and unique sales proposal which defined a
specific taste and texture of food items of company. The Five Fields must define its
product's taste within market in which they are particular. Ist makes very easy for the
restaurant to win the market in an effective manner.
 Defining needs: Organisations can easily create menus through analysing wants and
requirements of customers (Pusiran and et.al., 2021). In UK, there are a lot of dishes that
are in demand and some of these dishes include Continental, Italian as well as Indian
Cuisine. The Five Fields has to make all the decisions in a very effective way for the
purpose of attaining the great profits within the business. It gives support for setting clear
and well-defined goals as well as targets in market so that people can see the most
observed dishes within the menu of the restaurant.
 Conducting survey:For the purpose of developing a realistic plan, an effective research
must be required to be conducted. The Five Fields restaurant is obliged for conducting an
appropriate investigation of the market share of the business. By making use of different
social media platforms such as Instagram, Facebook, feedbacks from customers along
with online survey, the research can be done effectively. This helps in giving insights into

existing trends, price competition as well as changes that are associated with
organisation.
 Creating and presenting: After conducting investigation, the respective restaurant is
required to develop a menu and represent it to the target market within a particular period
of time (Reynolds, 2022). The Five Fields restaurant has to present its food in an
effective and more attractive manner that captures the eyes of its customer-base and make
them feel hungry.
 Getting Feedback: Feedback plays a major role after the designing of a menu and made
it available for the market share of the business. It helps in indicating that whether the
customer-base like food or wants possible changes. All the feedbacks are required to be
taken into consideration by managers of The Five Fields for bringing out the changes
within the designs as well as dishes of the restaurant.
 Setting Price: It is the next stage in which The Five Fields is required to set up a pricing
strategy for attracting clients or customers. At time of designing menu, the restaurant
must be competitive yet having reasonable and affordable prices for its market-base. It
helps in balancing market threat with organisation's intrinsic functions. Additionally,
price must be evaluated as per specifications of product.
P6 A menu which meets business as well as customers needs for maximising profitability for
chosen organisation
The Five Fields produced its menu through identifying all fundamental principles and
price, ingredients and food offered and menu changes are frequent (Segura and et.al., 2019). The
respective restaurant aims to establish a great position after pandemic of COVID-19 and to
consider customers health.

The above menu includes all basic food and beverage items which are famous with the
British people. Such menu gets ascertained through incorporating feedback after evaluating
market-base trends, demands, prices and competition.
P7 Testing and evaluation of a menu produced
There are some appropriate Key Performance Indicators for determining if their menu
becomes successful within market or not (Pappalardo and La Rosa, 2020). A continuous review
of menu will help The Five Fields in managing its menu effectively by making use of following
elements:
Key Performance Indicators and Benchmarks
These determinants help organisation in improving its performance and measuring
restaurant growth as well as process of meeting wants and requirements of market share.
Different KPIs can be used by The Five Fields and these are discussed as under:
 Marketing KPI: It is used by respective restaurant for measuring whole success of
menu. Social behaviour and involvement among manpower and customers gets
controlled and monitored that helps organisation in understanding regarding social
commitments (Wehmeyer and et.al., 2019). It also facilitates in recognising customers on
its websites and followers on social media platforms.
 Customer Feedback: The restaurant receives feedbacks from market-base, managers
and manpower for identifying key requirements of business. For this, The Five Fields can
use social media platforms which will provide it accurate review.

 Probability KPI: It assists restaurant in determining its gross and net profit as it major
point of organisation and helps restaurant in understanding that profits are sufficient.
M3 A realistic menu using a fully researched and costed plan which meets overall business
objectives of chosen organisation
M4 Justified recommendations for improvements based on tests and evaluation of menu
From above discussion, it is recommended to The Five Fields that it must hire skilled,
effective and talented manpower for menu designing and needs for such workforce are required
to be recognised for meeting all criteria (Wyse and et.al., 2019). Restaurant is also recommended
to regular monitor and control market trends and come up with innovative ideas for menu
themes, colours and flavours. This will help organisation in capturing a large number of
customers and enhancing its productivity and profitability of organisation.

D2 In-depth plan for menu development, including KPIs for measuring success produce and test
menu, making justified recommendations for resolving problems identified for meeting
overall business objectives of chosen organisation
It becomes significant for restaurant to execute effective plan to develop menu and utilise
menu subsection for adding dish image and mention price with a currency symbol, etc (Yeh and
Chen, 2020). By analysing menu performance through KPI, The Five Fields can analyse dish
with less orders from market-base and restaurant exchange it for other foods for capturing
attention of customers. Major issue faced by organisation is promotional and stylistic price
analysis of product. Thus, it is recommended to restaurant to have a manpower for explaining
menu details.
CONCLUSION
From above explanation of report, it has been concluded that developing attractive menu
helps restaurant in attaining greater customer satisfaction and profitability. Within this report,
there have been various key considerations which needs special attention while designing menu.
This report has also been included a menu as per customers requirements along with approaches
for menu costing and planning to enhance efficiency and profitability. Moreover, there has been
a procedure for developing real menu and processes to test menu procedure that facilitates
organisation in achieving success of its business.

REFERENCES
Books and Journals
Finch and et.al., 2019. Challenges of increasing childcare center compliance with nutrition
guidelines: a randomized controlled trial of an intervention providing training, written
menu feedback, and printed resources. American Journal of Health Promotion, 33(3),
pp.399-411.
Ichraf, J., Soulef, S. and Hichem, K., 2020, November. Incorporating the decision maker's
preferences in Dietary Menu Planning problem. In 2020 International Conference on
Decision Aid Sciences and Application (DASA) (pp. 806-811). IEEE.
Kaban, R. and Nasution, R. J., 2020. Penerapan Metode Rapid Application Development (RAD)
dalam Perancangan Sistem Pemesanan Menu menggunakan Quick Response (QR)
Code. MEANS (Media Informasi Analisa dan Sistem), pp.144-152.
Kim, Y. H., Sauerwald, P. and Sukpatch, K., 2021. Are you looking for special menu? An
examination of variety seeking behavior for Promotional Menu (VaPM)
Model. International Journal of Gastronomy and Food Science, 23, p.100295.
Leib and et.al., 2018. Web-based menu design: A conjoint value analysis. International Journal
of Hospitality & Tourism Administration, 19(4), pp.361-373.
Lubis, M. and Azizah, A. H., 2018, August. Towards achieving the efficiency in zakat
management system: interaction design for optimization in Indonesia. In International
Conference on User Science and Engineering (pp. 289-301). Springer, Singapore.
Pappalardo, V. and La Rosa, D., 2020. Policies for sustainable drainage systems in urban
contexts within performance-based planning approaches. Sustainable Cities and
Society, 52, p.101830.
Piscopo, S., Bonello, A. and Gatt, A., 2021. P44 Costing a Sustainable, Basic 7-Day Menu: A
Tool for Policymakers and Educators to Help Ensure Adequacy in Dietary
Intake. Journal of Nutrition Education and Behavior, 53(7), p.S44.
Pusiran and et.al., 2021. Food Culture Integration in Menu Plan for a Sustainable Homestay
Business. Journal of Environmental Management & Tourism, 12(1), pp.258-265.
Reynolds, D., 2022. Wine-menu design: an investigation using brain-computer interface
technology. Journal of Foodservice Business Research, pp.1-14.
Segura and et.al., 2019, June. A Novel Memetic Algorithm with Explicit Control of Diversity for
the Menu Planning Problem. In 2019 IEEE Congress on Evolutionary Computation
(CEC) (pp. 2191-2198). IEEE.
Wehmeyer 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.
Wyse and et.al., 2019. Can changing the position of online menu items increase selection of fruit
and vegetable snacks? A cluster randomized trial within an online canteen ordering
system in Australian primary schools. The American Journal of Clinical
Nutrition, 109(5), pp.1422-1430.
Yeh, A. G. O. and Chen, Z., 2020. From cities to super mega city regions in China in a new
wave of urbanisation and economic transition: Issues and challenges. Urban
Studies, 57(3), pp.636-654.