Food and Beverage Operations Management: Menu Evaluation

This report evaluates the menu of Hilton based on menu costing, design, and pricing. It also demonstrates knowledge about menu planning considerations and constraints for a new Italian restaurant and identifies sustainable menu planning considerations.

Menu evaluation

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Detailed consultancy report of menu based on menu costing, design of menu and pricing.......3
TASK 2............................................................................................................................................4
Demonstrate your knowledge and understanding about menu planning considerations and
constraints for the new Italian restaurant....................................................................................4
TASK 3............................................................................................................................................5
Identify and analyse sustainable menu planning considerations for the new Italian restaurant. 5
CONCLUSION................................................................................................................................7
REFERENCES:...............................................................................................................................8
Books and Journals.....................................................................................................................8

INTRODUCTION
Food industry consist of various operations like agriculture,livestock, raising crops and
cultivation. They transform raw material into food which can be finally consumed by consumers
(Funk, Sütterlin and Siegrist, 2020). Restaurants and hotels prepare menu of food and beverages
which help customers to know the available variety of food in particular restaurant. Menu of
restaurant should be simple and sorted with their respective prices which looks eye catchy. This
report is based on Hilton which is founded in 1919. It is situated in Virginia, US and offer
services on the global platform. This report will include menu evaluation on the basis of pricing,
menu costing and menu design. Demonstration of of understanding and knowledge about menu
planning is also mentioned in this report. Analysation of sustainable menu planning for new
Italian restaurant is carried out in this report.
MAIN BODY
TASK 1
Detailed consultancy report of menu based on menu costing, design of menu and pricing.
Menu of any restaurant plays important role in providing services to customers. It
becomes pillar of restaurant as mostly sale and services are dependent on its menu. Menu can be
in physical formate like printed card or it can be in online form (Huang and et.al., 2018).
Attractive menu increase the [profit generation capacity of the restaurant. Hilton created their
menu on the basis of customers demand and choices. They includes variety of option because of
the global presence. Different categories are divided according to the food items. There are
various pricing strategies are used which justifies the quantity and quality of food. Hilton set the
price on basis of sales, investment in raw material, past experiences, labour cost and average
profit margin required. They should identify the marketing factors which affect their prices
which incudes economic conditions of particular country. Some of the items are priced according
to the seasonal cost as they involve overhead cost, indirect and direct cost. Hilton menu prices
are affected by various factors which are cost of raw material, portion size and wastage of food.
They also focus on the psychology of customers and their buying power. All the economical and
social factors affect the cost and price strategy of the menu.

Hilton is operating on the global platform and they offer high quality products and
services so they have to design their menu according to that level. They hire expert professional
for menu designing and invest good amount of capital. Every outlet of Hilton offer different
menu card due to the diversified culture (ÇAM and GÜNEŞER, 2020). They include extra items
of that particular region in their basic menu to fulfil the demands of local customers. They have
categorized different sections which includes appetizers, lunch, brunch, breakfast, beverages,
dinner and desserts. They use cover designs and boxes which look more presentable in menu.
Food photography with descriptions are used to elaborate the the particular dish which becomes
more understandable by customers. Pricing is justifies with the help of currency symbol of the
particular country makes menu more attractive. Different colours are used to highlight the
headers which classify the items from each other. Effective typography are used to evaluate
practical factors in the menu card. Hilton includes diversified cultural meals which includes
American, French and Italian food items. Menu should include perfect layout and colours so that
people attract more towards it.
TASK 2
Demonstrate your knowledge and understanding about menu planning considerations and
constraints for the new Italian restaurant.
Menu plays important role in enhancement of sale in the food industry. Hotels and
restaurants should follow particular steps to establish their menu which attract more customers.
Menu planning is very crucial task which should be followed under professional experts who can
identify and classify items which should be added in the menu (Slayton, 2020). Quality of meal,
required time for preparation and budget of the restaurant affects the formation of menu.
Planning of menu includes variety, nutritional quality, balance including colour, portion and
flavour of the food. Restaurants uses different types of menu like static menu, cycle menu and
daily menu. Management decisions and customer satisfaction impact the menu during its
finalization process. Manager of food and beverages includes various factors like nutritional
requirements, health consideration for diabetic people, gluten free diets and allergens. They plan
different courses and meals according to the seasonal vegetables and fruits. Hilton customize
their menu for each and every event like occasions, birthday, Christmas, weddings, etc. They

also try to evaluate the capability of their staff so that they create actual menu which can be offer
to customers.
There are various factors which hamper the menu planning which results in decreasing
the brand image of restaurant. It creates negative impact on the customers as well as on the
restaurants. Some of the factors which acts as constraint in planning the menu for Italian
restaurants are discussed below:
 Management: It is important to analyse the needs and wants of the customers so that
they avail the services of restaurant happily (Nemeschansky and et.al., 2020). Managers
and staff need to track and pay attention of daily activities which hamper the planning of
menu.
 Capital: Sometimes menu planning take lot of time and money which is negative aspect
for restaurants. Separate budget should be prepared for menu which help owners in
effective menu planning.
 Employee turnover: Restaurant faces challenges in creating attractive menu because of
employee turnover. New employees take lot of time to analyse the customer demands
which create negative impact and hamper the brand image.
TASK 3
Identify and analyse sustainable menu planning considerations for the new Italian restaurant.
Sustainable menu planning refers to the decisions of managers in context to evaluating
the food and beverages for the menu which should be offered to customers (Antonelli and et.al.,
2018). Every restaurant should offer food items which should create healthy life style and
standard of their customers. They involve nutritional values and health conscious elements which
built stamina of customers. They should eliminate and reduce elements which disturbs the heath
of people. Hilton focus on providing quality food according the requirements of people. Some of
the sustainable menu planning considerations are discussed below:
 Stay transparent about preparation: Menu should contain the major ingredients which
are used in the preparation of food so that customers know what are they ordering.
Elements such as calories, production method and nutritional values are mentioned which
creates transparency with the customers. Building trust with customers through menu
results in higher sale of food and beverages.

 Usage of fresh and seasonal items: Seasonal vegetables and fruits should be used in the
preparation of food. It increases the nutritional value of food and beverages which creates
positive impact on the mind of customers (Erdem, 2021). Hilton uses different menus
according to the demand of season. Customer attracts more toward unique and healthier
food items which creates brand image of Hilton.
 Minimize the processed food: More processed food create negative impact on
customers as it lacks in nutritional values. People are becoming health conscious
nowadays so they prefer fresh and healthy food rather than packaged food. Processed
food results in various diseases like diabetes and blood pressure.
 Focus on quality over quantity: Restaurants should focus on maintain the hygiene and
standard in their preparation process. Fresh and good ingredients should be used to make
quality food and beverages. Menu planning includes smaller quantity products with high
quality which can justify their prices. Reduced portion will not affect the people but poor
quality can affect the health of people which lower their sale and profit.
 Reduce food waste: Waste management should be properly followed by the managers.
Over usage of ingredients and over pouring of beverages results in wastage (Hou and
et.al., 2019). This should be eliminated from the menu so that excessive loss could not
takes place. Staff should stay loyal toward the restaurant so that they improve their
preparation methods. Managers should impose fines for extra wastage which results in
minimization of waste.
 Include more seafood: Sea food are healthier for people and restaurants should add
more often sea food in the menus. Omega 3 is very beneficial for the healthy body which
is found in sea food. Utilization of correct amount of non veg items helps customer in
maintaining the needs of protein and nutrients in their diet.

CONCLUSION
Menu are the backbone of food industry which plays important role in marketing of
restaurant. Menu should include all the items according to their categories in different boxes.
Menu evaluation should be carried out on the basis of practical knowledge and experience. All
the items under lunch, breakfasts, desserts and dinners are mentioned under their sub headings.
Pricing should be done properly so that customers do not get confused about the food and
beverages. This report included the menu evaluation in terms of menu costing, pricing and
design of the menu. Evaluation of knowledge and understanding about menu planning and
various constraints is discussed in this report. Identification of sustainable menu planning for
Italian restaurant are also mentioned in this report.

REFERENCES:
Books and Journals
Funk, A., Sütterlin, B. and Siegrist, M., 2020. The stereotypes attributed to hosts when they offer
an environmentally-friendly vegetarian versus a meat menu. Journal of Cleaner
Production, 250, p.119508.
Huang and et.al., 2018, July. An Evaluation of User Experience of Web Main Menu on Different
Mobile Devices. In International Conference on Human Aspects of IT for the Aged
Population (pp. 235-251). Springer, Cham.
ÇAM, Ö. and GÜNEŞER, B., 2020. Evaluation of the eating behaviours and menu choice of
individuals with different socio-economic status who receive ready-to-eat service.
Slayton, O.D., 2020. Evaluation of the Usefulness of the United States Federal Policy of Menu-
Labeling in Fast Food and Chain Restaurants Based on Chronic Disease Diagnosis and
Obesity (Doctoral dissertation, University of Georgia).
Antonelli and et.al., 2018. Drop-down menu widget identification using HTML structure
changes classification. ACM Transactions on Accessible Computing
(TACCESS), 11(2), pp.1-23.
Hou and et.al., 2019, July. Applicability Study of Eye Movement Menu based on Analytic
Hierarchy Process. In International Conference on Human-Computer Interaction (pp.
270-282). Springer, Cham.
Nemeschansky and et.al., 2020. Customer-driven menu analysis (CDMA): Capturing customer
voice in menu management. International Journal of Hospitality Management, 91,
p.102417.
Erdem, S., 2021. Investigating the effect of restaurant menu labelling on consumer food choices
using a field experiment. British Food Journal.