Food and Beverage Operations Management: Menu Evaluation

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

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 of menu planning considerations and
constraints for the new Italian restaurant................................................................................4
Task 3...............................................................................................................................................5
Analyse sustainable menu planning considerations for the new Italian restaurant................5
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Introduction
Agriculture, livestock, agricultural production and cultivation are all part of the food
sector (Bhuvan and Naik, 2019). They convert raw materials into food that customers may eat.
Restaurants and hotels create menus of food and drinks that inform guests about the meal options
available at a certain establishment. The restaurant's menu should be basic and organized, with
pricing shown next to each item. Hilton, which was formed in 1919, is the subject of this study.
It is based in Virginia, USA, and provides services on a global scale. The menu will be evaluated
based on price, menu costs, and menu design in this report. This report also mentions
demonstrating a level of comprehension and information regarding menu planning. This paper
examines the feasibility of long-term menu planning for a new Italian restaurant (Dogru and et.
al., 2019).
Main Body
Task 1
Detailed consultancy report of menu based on menu costing, design of menu and pricing.
Any restaurant's menu is crucial in offering services to clients. It becomes a pillar of the
restaurant because it is primarily responsible for sales and services. Menus can be in physical
forms, such as a printed card, or they can be in digital forms, such as an online menu. The
restaurant's profit-generating capacity is increased by an appealing cuisine. The Hilton menu was
designed in response to consumer demand and preferences. Because of their global reach, they
provide a wide range of options. The food products are separated into several groups. Various
pricing schemes are employed to justify the quantity and quality of food served. Hilton
determined the pricing based on sales, raw material investment, previous experiences, labour
costs, and the needed average profit margin. They must determine the marketing elements that
influence their prices, which include the economic situation of the country in question. Because
they contain overhead, indirect, and direct costs, some of the goods are priced according to
seasonal costs. The cost of raw materials, portion size, and food waste all influence the pricing of
the Hilton menu. They also pay attention to client psychology and purchasing power. All
economic and social elements have an impact on the menu's cost and pricing strategy (Sorin and
Sivarajah, 2021).
.

Hilton operates on a worldwide scale and provides high-quality products and services, thus their
menu must reflect this. They engage a competent menu designer and invest a significant amount
of money. Due to the diverse culture, each Hilton outlet offers a unique menu card. To meet the
needs of local clients, they incorporate extra goods from that region in their standard menu.
Appetizers, lunch, brunch, breakfast, drinks, supper, and desserts are among the areas they've
divided. They employ menu cover designs and boxes to make the menu seem more appealing.
Food photographs and descriptions are used to expound on a certain meal so that buyers may
comprehend it better. The menu is more appealing when the pricing is justified with the
assistance of the currency symbol of the specific country. The headings that classify the items
from one another are highlighted with different colours. To analyse practical variables in the
menu card, effective typography is employed. The Hilton offers a variety of cultural dinners,
including American, French, and Italian cuisine. So that visitors are drawn to it, the menu should
have a beautiful arrangement and colours.
Task 2
Demonstrate your knowledge and understanding of menu planning considerations and
constraints for the new Italian restaurant.
The menu plays important role in the enhancement of sales in the food industry which is why
hotels and restaurants should follow the rules and regulations in order to establish a menu that
attracts more customers to the restaurant. The planning of the menu is considered to be a vital
task that should be followed by the management and professional experts. There are various
factors that affect the formation of a menu such as the quality of the meal, time is taken for
preparation of the meal and also the budget of the restaurant. While menu planning is also
comprised of nutritional quality, variety, the balance includes flavour, colour and portion of the
food. There are also various types of menus such as cycle menu, daily menu and static menu
which are used by the various restaurants. That is why there are some factors that can impact the
menu such as management decisions and customer satisfaction in finalizing it. The managers
also require the food to have better nutritional requirements, health consideration for diabetic
people, gluten-free diets, allergens and many others. The focus is on making various meals,
courses with the help of seasonal vegetables and fruits. Hilton modifies their menu for each
occasion and event such as festivals, occasions, birthdays, Christmas, weddings and many others.

They also focus on evaluating the capability of their staff so that they create a useful and actual
menu that can be offered to customers.
Several factors affect the menu planning which results in reducing the overall brand
image of the restaurant in the market. It generates an adverse impact on the customers as well as
on the performance of restaurants. Some of the factors which act as a limitation in developing the
menu for Italian restaurants are explained below-
 Employee turnover: Restaurant faces a lot of challenges in producing innovative and
attractive menu because of employee turnover. Because new employees take a lot of time
to examine the customer demands which create a negative impact and hamper the brand
image
 Management- It is significant to examine the needs and wants of the customers so that
they avail the services of the restaurant happily. Therefore, managers and staff need to
track, pay attention and make sure about the daily activities which hamper the planning
of the menu.
Capital: It can also be said that menu planning takes a lot of time and capital which is a harmful
part for restaurants. For that, a separate budget should be organised for the menu which aids the
owners in menu planning for the business (Mishra and Gupta, 2020).
Task 3
Analyse sustainable menu planning considerations for the new Italian restaurant.
The term sustainable menu planning is defined as the decisions of managers in relation to
evaluating the food and beverages for the menu which will be presented and offered to
customers. All restaurants should offer food items that should help the customers in creating a
healthy lifestyle and standard for their customers. They should also involve nutritional values
and health-conscious elements which bring health benefits and built the stamina of customers.
They should remove and reduce elements that disturb the health of people that is why Hilton
focuses on providing quality food according to the needs and requirements of people. Some of
the sustainable menu planning considerations are explained below-
Include more seafood- Seafood is considered as a healthier source for people and therefore,
restaurants should add more often seafood in the items and menus. Omega 3 is helpful for a
healthy body and it is found in seafood. Making use of the correct amount of non-veg items

benefits the customers in maintaining the needs of protein and nutrients in their diet for overall
development (Dewi, 2019).
 Stay transparent about preparation- The menu should also contain the main
ingredients which are used in the preparation of food so that customers can have the
knowledge about what are they ordering. Essentials such as calories, way of cooking and
nutritional values are mentioned which generates transparency among the customers. The
level of trust can be built by using the menu for customers that will directly enhance the
sales of food and beverages.
 Usage of fresh and seasonal items- Seasonal vegetables and fruits should be used in the
preparation of food because it enhances the nutritional value of food and beverages which
creates a positive impact on the mind of customers. In reference to the Hilton, it uses
diverse menus according to the need and demands of the season. Customers get attracted
towards innovative, unique and healthier food items which create the brand image of
Hilton.
 Minimize processed food- As more processed food creates an adverse impact on
customers as it lacks nutritional values. And people are becoming health conscious
nowadays so they prefer fresh ingredients and healthy food instead of packaged food. For
example, processed food results in many diseases like diabetes and blood pressure
(Cherapanukorn, 2019).
 Reduce food waste: Waste management should be properly followed by the
management and over usage of ingredients and over-pouring of beverages results. This
should be eradicated from the menu so that excessive loss could not take place. Also,
staff should stay loyal to the restaurant so that they enhance their preparation methods.
Managers should levy fines for extra wastage which results in the minimization of waste.
 Focus on quality over quantity: Restaurants should focus on maintaining a level of
hygiene and standard in their preparation process. Fresh and good ingredients should be
used to make quality food and beverages. Menu planning contains smaller quantity
products with high quality which can justify their prices. A reduced portion will not
affect the people but poor quality can impact the health of people which decline the level
of sales and profit (Belhassen, Caton and Vahaba, 2020).

Conclusion
From the above analysis, it can be concluded that with the help of the Menu customers get
information about the food available at the restaurant. That is why it is considered as the
backbone of the food industry which plays important role in the marketing of restaurants. The
menu should include all the items according to their categories in different boxes. Menu
evaluation should be carried out based on practical knowledge and experience. All the items
under lunch, breakfasts, desserts and dinners are mentioned under their subheadings. 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 an Italian restaurant is
also mentioned in this report.

References
Books and Journals
Bhuvan, G.M. and Naik, J., 2019. Hospitality Education and Skill Development in Hospitality
sector to facilitate employment opportunities: A New Perspective. BVIMSR’s Journal of
Management Research, 11(1), pp.74-86.
Sorin, F. and Sivarajah, U., 2021. Exploring Circular economy in the hospitality industry:
empirical evidence from Scandinavian hotel operators. Scandinavian Journal of Hospitality and
Tourism, 21(3), pp.265-285.
Mishra, O.N. and Gupta, S., 2020. Antecedents and impact of e-commerce adoption among new
venture firms: Evidence from tourism and hospitality industry. Vision, 24(4), pp.431-440.
Dewi, I.K., 2019. Upaya F&B Reservation Section Dalam Penyelesaian Komplain Kastemer Di
Restoran Hotel Shangri-La Surabaya (Doctoral dissertation, UNIVERSITAS AIRLANGGA).
Belhassen, Y., Caton, K. and Vahaba, C., 2020. Boot camps, bugs, and dreams: Metaphor
analysis of internship experiences in the hospitality industry. Journal of Hospitality, Leisure,
Sport & Tourism Education, 27, p.100228.
Cherapanukorn, V., 2019, November. Antecedents of eCRM success in the hospitality industry.
In 2019 22nd International Symposium on Wireless Personal Multimedia Communications
(WPMC) (pp. 1-6). IEEE.
Dogru, T., McGinley, S., Line, N. and Szende, P., 2019. Employee earnings growth in the leisure
and hospitality industry. Tourism Management, 74, pp.1-11.