Menu Planning and Product Development

This presentation focuses on menu planning and product development for a chain of Italian-themed restaurants. It covers menu design, development of the food service environment, customer requirements, justification for the new food concept, recommendations for launch/implementation, and reviewing performance. References are also provided.

MENU PLANNING AND
PRODUCT
DEVELOPMENT

TABLE OF CONTENTS
 INTRODUCTION
 Menu design to reflect the menu compilation and recipe development
 Development of food service environment to support the menu, recipe and service
style.
 Findings of research into customers requirements for new food concept
 Justification of choice of new food concept
 Recommendations on launch-/implementation of new food concept. 1
 Review one's performance in relation to developing and implementing new food
concept.
 References

Introduction
 Menu planning and product development is one of the most important and
crucial task for any food and beverage company whether it is a restaurant or a bar etc.
 It is an important part of planning and development which whelps the restaurant to
attract new customers.
 If it is a themed restaurant then it becomes even more important for a restaurant to plan
and develop their menu and products according to their theme and the dishes they
serve.
 This assignment is based on a company that owns as chain of Italian-themed restaurants
who are planning to launch a new food concept.
 This presentation will lay emphasis on design principles within a food service
environment and actionable recommendations for a new food service concept.

Menu design to reflect the menu compilation
and recipe development
Menu should be designed in such a way that it reflects all the recipes' development as well
as compilation of the menu which are described below:
 Menu should be written in a normal language which can be understood by all the
customers. Language of the menu should be in designed in such a way it can compile
all the dishes in it with their description so that one can understand all the ingredients in
it. According to it recipe should be developed so that it can be easily be complied and
reflected in the menu.

Menu design to reflect the menu compilation
and recipe development
Menu should be designed in such a way that it reflects all the recipes' development as well
as compilation of the menu which are described below:
 Terminology in the menu should be defined properly so that all the customers can
understand it, for example BBQ used for barbecue should be explained in the
terminology. So all the terminology involved in recipe development should be
explained in the menu.

Continue…
 Design and style of the menu also influence the compilation of the menu when a new
recipe is developed.
 Colour or the menu should be in such a way that it can reflect all the recipes and dishes
in it with their description and can attract the customers.
 Appropriate number of pictures should be present in the menu at an appropriate place
where its meaning can be identified and justified.
 Appropriate theme should be chosen for the menu according to the type of the
restaurant which can justify it.

Development of food service environment to
support the menu, recipe and service style.
Theme and design of the menu should match the design and
theme of the restaurant as it helps in supporting the menu, recipe
and service style, such as:
 It is an Italian themed restaurant So the theme and design of
the menu should be Italian.
 Creativity in the restaurant is excellent i.e. everywhere Italian
themed pictures and posters are hanged and posted. It also
helps in explaining the type of recipes menu consist of as
well as the type of service customers will be provided with.
 Uniform or dress code of the service staff and waiters
matches with the ambiance and theme of the restaurant,
which completely supports their type of service style.

Findings of research into customers
requirements for new food concept
Before launching the new food concept research on potential customers of that region is
very important, such as:
 Customers that prefer Italian food normally have a moderate budget which they like to
spend on their foods and drinks, so if the restaurant is about to launch a new food
concept they need to keep their price moderate which is neither too high nor too low.
 Most of the customers who prefer Italian food mostly prefer appetizers, so the new food
concept should be based on it.
 First preference of most of the customers is the location and ambiance of the restaurant.
If the location of the restaurant is nice then it will attract the customers and the new
food concept can become a success.

Justification of choice of new food concept
There are following reasons due to which the new food concept has been chosen, such as:
 Trendy: Antipasti or appetizers are currently in tread as most of the customers prefer to
have different types of Italian appetizers. Preference of these appetizers are much
higher in customers as compared to other food products such as soups, pizza, pasta
dishes etc. this was one of the reason behind the implementation of this new food
concept.
 Large customer base: Customer base of the appetizers lovers is much higher than other
Italian food lovers. Approximately more than 50 percent of people love to have
appetizers first before the main course. As the customer base of this new concept is
high, so that chances of this new concept success increases.

Justification of choice of new food concept
There are following reasons due to which the new food concept has been chosen, such as:
 Good profit: As the customer base of the new food concept is much higher and
currently it is in trend most of the customers prefer to have it. So, it helps in increasing
the sales of the restaurant which will eventually help in making good profit and overall
revenue of the restaurant can be increased.
 Low costs: One of the most basic and important reason behind this new food concept is
that the overall making cost of this food is much lower than compared to the overall
cost of other food dishes. Cost of all the required ingredients and making cost is much
lower and the profit is much higher, compared to others.

Recommendations on
launch-/implementation of new food concept.
 The new food concept will be launched at all the places where restaurant branches are
available and where planning of extending the new restaurant branches is going on:
 The launching of new food concept will be done through advertisements in television,
radios, newspapers where the reason behind this new food concept will be explained.
Its pictures with important ingredients will also be explained with proper picture of the
new dish.
 Street advertisements will also be done through wall posters, distributing flyers etc.
everywhere possible.
 As social media is one of the great source of advertisement and reaching the customers,
so social media advertisements will also be done in order to reach different customers
and explain then the new concept of the food to be launched in the new Italian
restaurant.

Review one's performance in relation to developing
and implementing new food concept
 One's performance can be reviewed in relation to developing and implementing new
food concept by gathering feedbacks and reviews from various places such as:
 By gathering customers as well as employees feedback from everywhere. By asking the
customers about their point of view, suggestion about the new food concept. By asking
them about the taste, quality, quantity of the new food.
 By evaluating and considering all the financial performance of the restaurant because
of the new food. One can analyse sales, revenue, overall cost, overall profit of the
restaurant according to the forecasting done for the new food concept.

Review one's performance in relation to developing
and implementing new food concept
 Press feedback can also be considered by reviewing all the launch concepts, complete
coverage of the new concept and if the results say that it wasn't enough then
improvement in advertising can be brought. It can be done by comparing the expected
performance of the restaurant of the new food concept and the current results of the
new concept.
 Lastly by reviewing all the social media reviews given by the customers can also help
in reviewing one's performance in relation to developing and implementing new food
concept.

References
 Boyland, E.J. and Whalen, R., 2015. Food advertising to children and its effects on diet:
review of recent prevalence and impact data. Pediatric diabetes. 16(5). pp.331-337.
 Cecchini, M. and Warin, L., 2016. Impact of food labelling systems on food choices and
eating behaviours: a systematic review and meta‐analysis of randomized studies. Obesity
reviews. 17(3). pp.201-210.
 Filimonau, V., and et.al., 2017. ‘Nudging’as an architect of more responsible consumer
choice in food service provision: The role of restaurant menu design. Journal of cleaner
production. 144. pp.161-170.
 Fuller, G.W., 2016. New food product development: from concept to marketplace. CRC
Press.
 Goffin, K., 2017. Sustainability and new product development. In Cranfield on corporate
sustainability (pp. 105-118). Routledge.