This presentation assesses the menu design and food service environment of Prezzo, a UK based Italian-themed restaurant. It discusses the factors that justify the menu design to reflect the menu compilation and recipe development. It also justifies the development of the food service environment to support the menu, recipe, and service style. The presentation further explores the findings of research into customer requirements for a new food concept and provides recommendations for the launch and implementation of the new food concept. Finally, it reviews the performance in relation to developing and implementing new food concepts.