Menu Management And Design

Running Head: MENU MANAGEMENT
MENU MANAGEMENT
Name of the Student
Name of the University
Author’s Note

1MENU MANAGEMENT
Table of Contents
1.0 Introduction...........................................................................................................................2
2.0 Part A-Menu design..............................................................................................................2
3.0 Part B-Justification...............................................................................................................3
Format and Layout.......................................................................................................................5
Page Design.................................................................................................................................5
Selling Price.................................................................................................................................5
Labor and operational requirements..........................................................................................10
Impact of food market cycles....................................................................................................10
Nutrition and dietary concern....................................................................................................11
4.0 Part C- Menu Analysis........................................................................................................11
5.0 Conclusion...............................................................................................................................12
References......................................................................................................................................13

2MENU MANAGEMENT
1.0 Introduction
Menu analysis is the evaluation of menu cost and sales data to recognize the requirements
of the customer and their perspective regarding the type of restaurant they are interested to visit.
Moreover, menu designing is the key to a restaurant’s marketing plan that includes the location,
cuisine, cost, theme, and the target group of the business venture. It showcases the service and
quality of the eatery to the customers and this is the reason menu is an essential component in a
restaurant business. This report will justify the design of the menu and the designing tactics,
which includes location, ambience, seating capacity, average cost per head, style of service,
target market, hours of operation and the concept of the design, which will show the fitting for
the style of food. The restaurant selected is in Taranaki Street and Courtney place in Wellington
city. The menu analysis is done with the help of Hurst menu analysis model including the
calculation of 3 dishes, which is done to analyze the menu.
2.0 Part A-Menu design
The menu is designed considering the situation of business in the current market, and the
reason behind selecting Taranaki Street and Courtney place is:
 Business Identity- The name of the Restaurant will be Taranaki Kitchen, which will
provide unique food items and beverages as per demographic of the location. The
restaurant will offer fresh and seasonable dishes that will be obtained from the local
producers. Taranaki Kitchen will be rendering the food items and beverages by
including nutritious food by focusing on the health of the customers around the
location of the restaurant. A large menu will be hanged outside the restaurant, which

3MENU MANAGEMENT
will mention the signature dishes to make people aware about the different variety
being provided in the restaurant (Chen, Coddington & Brinda, 2014).
 Target Market: Taranaki Street has a mixed crowd of city professionals and college
students due to the neighboring universities. The price will be decided according to
the variation of the crowd, which will be moderate in terms of expense so that both
of the group can afford. The average spend per head will be 3-4$.
3.0 Part B-Justification
Content
The content of the menu will have several dishes such as few drinks, mains, salads and
desserts. It will be in a pamphlet style for easier application and comfortable reading of the
menu.
Beverages
There are two beverages on the front page of the menu, which is Green Tea and Detox
Green Booster.
 Green Tea: According to the case study, the restaurant is near a university and a
student accommodation where green tea will be popular because it is used as an
energy drink. It promotes healthy lifestyle amongst the students and the
professionals as well. The green tea has a high demand so it will be priced at 3$.
 Detox Green Booster: This drink is a blend of green fruits and leafy vegetables,
which will be known by the health conscious crowd and health professionals in the
target group. It will be priced at 5$ because it has seasonal fruits such as kiwi,
banana and vegetables such as spinach and kale. It has immunity boosting and
weight loosing

4MENU MANAGEMENT
properties.
Salads
Russian Salad: One of the salads in the menu is Russian salad, which has a mix of apple, potato,
beans, peas and a dressing of mayonnaise and honey. It has a sweet and sour flavor. It will have
olive oil that is a healthy alternative of fat because people in New Zealand are becoming health
conscious due to the food revolution. The restaurant will also give customization options to
customers according to the taste and diet preference.
Gluten free Margherita pizza
The professionals and college students are health conscious due to several factors such as the
ongoing health trends and social media competition. Pizza is a popular junk food and preferred
by everyone, which is the reason that they also prefer this is in a healthy form. Providing gluten
free is attractive and appreciated by the target group. It is a signature dish in our menu and it is
priced 7$, which is reasonable for the target audience.
Pasta
Pasta provided in the restaurant will be the conventional one because a dish is needed for the
new crowd and who will prefer the usual unhealthy food. This Alfredo pasta will be cheesy,
which will have the vegetables according to the preference of the customer. The university
crowd will prefer this pasta during lunch hours to reduce their hunger pangs and the
professionals will also order this dish during their meetings.

5MENU MANAGEMENT
Dessert
The dessert will be tiramisu because it has a high demand due to its exotic taste. It is an Italian
dessert with mascarpone cheese, liquor, finger biscuits with a flavor of coffee. People who prefer
coffee as a beverage will appreciate this dessert as it is refreshing and has a decadent flavor.
Format and Layout
The format of the menu is easy to read and has an elegant finish depicting the main dishes of the
menu. It is color coordinated with the pictures and it will give a pleasing effect to the eyes. The
dishes has their price next to them and it has no description because it is a sales tool. The order
of the dishes is done according to the course of the meal (Filimonau & Krivcova, 2017). The
layout is according to a pamphlet because it is easier to read and can be handled without any
obstructions. It will be an A4 sized paper and it will weigh around 160 gsm.
Page Design
The color of the menu page is pink with golden borders to give an elegant feel to the menu. The
design is delicate and fine because it will give a positive vibes about the restaurant, the cool
colors will also help the customer feel calm and relaxed after a tiring day. The light pink color
behind the font will make it easier to read. It will not be cursive because it becomes inconvenient
for people to read as everyone is not familiar with this style. It will help them in making an
informed decision about the menu selection. The salad will be the first dish and then below their
will be mains, desserts and drinks (Lee & Thompson, 2016). The picture of few dishes will be
given to highlight the signature dishes and guiding the customers about the presentation.

6MENU MANAGEMENT
Selling Price
Content Selling Price Reason to set the pricing
Beverages
 Green Tea
 Detox Green
Booster
Price per Glass
$3
$5
The reason for pricing the beverages at a
lower rate is due to its low costing. The
ingredients available in the market is priced
at the similar rate. Pricing the beverages at
a higher price can negatively impact the
young crowd who is the major target group.
Low prices attract more customers during
the initial stage of any business.
Russian Salad $6 per plate
Alfredo Pasta $7 The pasta is kept at an affordable rate
because it is one of the popular dishes
amongst the young crowd, and it is
expected that they will be more interested
in ordering this. Low price will attract them
more and so it will give a good will to the
business.
Margherita Pizza (Gluten
Free)
$8 The pizza is priced a little higher because of
the gluten free ingredient required in this
dish. It is not the usual ingredients available
in a local grocery store. The unavailability

7MENU MANAGEMENT
is the reason for the higher price. The
toppings and cheese are another factors for
the price. Extra toppings will require more
charges (Jiang & Lei, 2014).
Tiramisu $6 per portion The ingredients of this dish is on the
expensive side but it has been priced low
because of the small portioning. The less
quantity will help in saving the cost.
The pricing for 3 major dishes will be done to evaluate the costing of the overall menu. The 3
dishes will be Russian salad, Alfredo pasta and Tiramisu.
1 Russian Salad
Price per Quanty Total
Potato
$0.99 (per
0.10 kg) 0.40 gm 0.396
Apple
$1.02
per .20 kg 2 2.04
Peas
$0.25
per .10 kg 1 0.25
Mayonnaise
$0.67 per
0.25 ltr 0.5 ltr 3.35
Honey
$4.65 for a
500ml
bottle 0.2 0.93
Olive oil
$ 4.77 per
Kg 0.4 gm 1.908
Total 4.54
Service charge 3
Total cost 5.22
Margin (10% of
total cost) 0.8
Final price per
portion 6.02

8MENU MANAGEMENT
2 Gluten free Pizza
Price per Quanty Total
Cheese
$0.99 (per
0.10 kg) 0.40 gm 0.396
Tomato
$1.02
per .20 kg 2 2.04
Onion
$0.25
per .10 kg 1 0.25
Milk
$0.67 per
0.25 ltr 0.5 ltr 3.35
Sauce
$4.65 for a
500ml
bottle 0.2 0.93
Maize Flour
$ 4.77 per
Kg 0.4 gm 1.908
Total 7.1
Service charge 3
Total cost 6.78
Margin (10% of
total cost) 1.22
Final price per
pizza 8
3
Alfredo
Pasta
Price
per Quanty Total
Cheese
$0.99
(per
0.10 kg) 0.40 gm 0.396
Tomato
$1.02
per .20
kg 2 2.04
Broccoli
$0.25
per .10
kg 1 0.25
Pasta
$0.67
per 0.25
ltr 0.2 3.35
Sauce
$4.65
for a
500ml
bottle 0.2 0.93
Total 4.67

9MENU MANAGEMENT
Service
charge 2
Total
cost 5.32
Margin
(10% of
total
cost) 0.6118
Final
price
per
pizza portion 7
Labor and operational requirements
The major operations in the restaurant will be cooking, attending customers, cleaning and
management. Additional work will be the purchasing of food items including the fruits and
vegetables from the fixed supplier according to the theme and menu of the restaurant. Chefs will
be appointment to deliver the best quality of dining experience and the waiters to communicate.
They need to be well mannered and have a friendly approach towards the customers to ensure a
positive good will in the market (Gregorini et al., 2017). A skilled manager is also an essential
requirement for the smooth flow of operations in the restaurant. In this context, an adequate
management at the restaurant assist the staff members to ensure the high quality of services to
increase the satisfaction of customers. For this purpose, the competent leader will be needed to
render the quality service. Apart from this, the cleaning staff will be required to ensure the
cleanliness of the dining and preparation area. The financial section will be administered by the
operations manager and the accountant because they need to work for the overheads, rent,
budgeting and food costing. The operational and labor requirements will collaborate to increase
the dining experience of the customer.

10MENU MANAGEMENT
Impact of food market cycles
The food market cycle will highly influence the menu by affecting the availability of
vegetables and fruit because few of them are only available during a particular season. It might
affect the customer experience that would have an adverse impact on their satisfaction. It might
be a costlier affair for the firm as it increases customer switching. For this purpose, alternative
solutions will be used to prepare for the dishes. For instance, in the unavailability of sweet
potato, the normal potato will be used to make up for the demand. Thus, the food market cycle
has a varied impact on the restaurant operation like cooking (Ozdemir & Caliskan, 2014).
Nutrition and dietary concern
The restaurant will offer a range of vegetarian dishes by excluding meat, egg, fish and
chicken. It will support to meet the dietary restrictions of the customers who have restriction.
Further, the detox drink will be given to the customers who are allergic to milk. Apart from this,
snack will be gluten free that is suitable for gluten intolerant people. It indicates that the menu of
the new restaurant addresses the diverse dietary restriction issues of several customers (Zigmont
& Bulmer, 2015).
4.0 Part C- Menu Analysis
The overall sales turnover for the restaurant has been estimated and the calculation has been
done based on the number of items sold in a month. Therefore, the Hurst model for the
menu analysis has been applied to derive total sales volume as follows-
According to Block et al. (2013), menu are evaluated based on several factors including a
number of dishes, items sold, selling price, cost of goods sold, gross profit and loss,
percentage of customers, menu scoring etc. In this context, Hurst menu analysis model has

11MENU MANAGEMENT
been used to analyze the menu standard of a restaurant in Wellington city, New Zealand.
According to Hurst, his model method is easy and convenient to use because it considers
several factors such as the price, customers based on the analysis it supports to give scoring
to the menu dishes, which reflects the popularity of the items in a particular area. Similarly,
it has been seen that Hurst model helps to understand the value of the menu in an effective
method to provide judgment regarding the ranking of the menu. A systematic review
analysis assists to get the relevant value of the dishes in the menu otherwise, it might
provide the wrong information regarding the scoring of the menus (Ozdemir & Caliskan,
2015).
Based on the evaluations of the restaurant’s menu, it has been revealed that most of the
items in the profitability ratio are gaining higher ratio of popularity in the selected market
place. For example, green tea, detox booster and gluten free pizza are expectedly sold in a
higher ratio, which contributes to the profitability of the restaurant. Further, the menu of the
restaurant got a score of $13.0048 due to the inclusion of nutrients in the products the
restaurant is serving. At this juncture, the scoring of the menu gets affected by the slight
changes in any factor of the overall menu. Hence, based on the menu analysis the standard
of the restaurant has been completely evaluated and derived from positive outcomes.
5.0 Conclusion
Based on the report and menu analysis, it can be concluded that the effective menu
designing plays an important role in the establishment and success of the restaurant. The
designing helps to attract a large number of customers, however, it is based on the nature of the
selected target audience. Furthermore, it has been found that menu analysis depicts the overall
information about the different factors, which affects the values of the menu. In the end, it can be

12MENU MANAGEMENT
summarized based on the calculation of selling price and analyzing the competitor’s pricing
strategy and accordingly guide to set the price for own menu items.

13MENU MANAGEMENT
References
Block, J. P., Condon, S. K., Kleinman, K., Mullen, J., Linakis, S., Rifas-Shiman, S., & Gillman,
M. W. (2013). Consumers’ estimation of calorie content at fast food restaurants: cross
sectional observational study. BMJ, 346, f2907.
Chen, Y. J., Coddington, N. A., & Brinda, D. (2014). U.S. Patent Application No. 13/721,524.
Filimonau, V., & Krivcova, M. (2017). Restaurant menu design and more responsible consumer
food choice: An exploratory study of managerial perceptions. Journal of cleaner
production, 143, 516-527.
Franckle, R. L., Block, J. P., & Roberto, C. A. (2016). Calorie underestimation when buying
high-calorie beverages in fast-food contexts. American journal of public health, 106(7),
1254-1255.
Gregorini, P., Villalba, J. J., Chilibroste, P., & Provenza, F. D. (2017). Grazing management:
setting the table, designing the menu and influencing the diner. Animal Production
Science, 57(7), 1248-1268.
Jiang, Y., & Lei, J. (2014). The effect of food toppings on calorie estimation and
consumption. Journal of Consumer Psychology, 24(1), 63-69.
Lee, M. S., & Thompson, J. K. (2016). Exploring enhanced menu labels’ influence on fast food
selections and exercise-related attitudes, perceptions, and intentions. Appetite, 105, 416-
422.
Ozdemir, B., & Caliskan, O. (2014). A review of literature on restaurant menus: Specifying the
managerial issues. International Journal of gastronomy and food science, 2(1), 3-13.

14MENU MANAGEMENT
Ozdemir, B., & Caliskan, O. (2015). Menu design: A review of literature. Journal of
Foodservice Business Research, 18(3), 189-206.
Thomas, E. (2016). Food for thought: obstacles to menu labelling in restaurants and
cafeterias. Public health nutrition, 19(12), 2185-2189.
Zigmont, V., & Bulmer, S. M. (2015). The Impact of Caloric Information on College Student's
Fast Food Purchasing Intentions. American Journal of Health Education, 46(2), 70-78.