Menu Planning and Product Development - Bella Italia Assignment

Menu Planning and Product
Development

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Principle of recipe development.......................................................................................3
1.2 Assess factors that influence menu planning decisions...................................................4
1.3 Factors that influence service methods.............................................................................5
TASK 2............................................................................................................................................6
2.1 Stages of menu product development planning................................................................6
2.2 Evaluate influence of different factors on development process......................................7
TASK 3..........................................................................................................................................15
3.1 Justification of menu design...........................................................................................15
3.2 Justify the development of the food service environment to support the menu, recipe and
service style..........................................................................................................................16
TASK 4..........................................................................................................................................17
4.1 Research customer requirements for a new food concept..............................................17
4.2 Justify the choice of new food concept..........................................................................17
4.3 Justify the recommendation on launch of new product concept....................................18
4.4 Review own performance in relation to developing and implementing new food concepts
..............................................................................................................................................18
CONCLUSION..............................................................................................................................18
REFERENCES ...............................................................................................................................1

INTRODUCTION
Menu planning is defined as the process of arranging the food and beverages in an
optimal presentational manner to given them information regarding the recipes offered by
restaurant. In Food and beverages department, for maintaining customer base it is very essential
for a restaurant to not only serve high quality food but also arrange its menu on regular bases as
per the chances experienced in customer demand (Wang and et. al., 2013). Bella Italia is a
resultant which offer variety of Italian cuisine within UK as well as Ireland by maintaining a
chain of 90 restaurants. This assignment is based on detailing the principles of recipe
development, factors affecting the recipe development and service methods. In addition to this it
also involve researching over customer requirement in relation with new food concept and justify
regarding the choice of new product.
TASK 1
1.1 Principle of recipe development
Every restaurant must focuses over improving or developing recipes in order to serve
new as well as more tasty food to its customer which bring maximum satisfaction. The Bella
Italia is a restaurant which offers Italian Cuisine in UK as well as Ireland and maintain a chain of
around 90 restaurants. As the competition is very high in UK due to increasing number of
restaurant who offer similar type of food and even at low price which created a risk factor for the
Bella Italia and may also affect its sustainability (Gong and Zhou, 2013). So in order to
overcome this factor and deal with competition it is very essential for the restaurant to offering
something new or different to maintain its customer base. For this Bella Italia is planning to
develop new recipe which help company in maintaining its existing base and support in
attracting new customers. But in order to bring this change it is required to consider certain
factors which are explained below: Creativity:- This is consider as one of the most essential principle which state that while
developing new recipe a chef must focus over the creativity of dish. So, by bringing

creativity in their recipe Bella Italia will be able to attract large number of customer by
providing them a dish which is tasty and appealing that create a desire within the
customer to try it once. Nutritional Composition:- Bringing a new recipe is not enough to deal with this issue
until it has a capability to position itself in market. While developing a new recipe chef of
Bella Italia must ensure that it must also provide nutritional benefit along with taste in
order to gain acceptance among customers.
 Method:- Apart from nutritional benefit and creativity, the method used for preparation
also plays an essential role within the success of particular recipe. The chef of Bella Italia
must also work over selecting a most appropriate method for cooking and delivering the
new recipe that includes whether it require fresh commodity or prepared food for this
recipe, time it will take, it is to serve hot of chilled.
1.2 Assess factors that influence menu planning decisions
Menu is defined as a card or piece of paper that contains a list of food & beverages which
is being offered by a restaurant to its customer from which they can choose and have the same. A
restaurant must keep on updating its menu in order to make it more representative and attractive
to customers. Bella Italia has decided to develop a new recipe and improve its menu as per the
need of customers (Wang and et. al., 2013). But there are certain factors that must be consider
by restaurant while menu planning:
Type of menu:- The menu reflects quality of restaurant and also has an great influence
over customer choice. Hence, Bella Italia must choose the most appropriate type of menu that
help in presenting the food in most effective manner. It includes A la Carte menu, Static menu,
Dessert menu, Du Jour Menu etc.
Menu balance:- A balanced menu is one which uses a range of ingredients, flavor,
cooking technique and nutritional contents. By using this in its menu card, Bella Italia will be
able to influence health conscious customer to opt for more dishes despite of remain choosy to
one or two.
Themes:- Menu must also use theme in order to represent its category of food such as
seasonal food, hot or cold, dessert, spicy etc. By arranging the food according to theme Bella
Italia will be able to gain the attention of customers.

Color & texture:- Bella Italia must also focus toward the design of menu as it is a main
part of its presentation. For this it must focus over the color and texture of menu card i.e. it must
be attractive and appealing to customers.
Seasonal factor:- The seasonal factor is also one of the major consideration as menu
items should be arranged and presented in seasonal manner. The reason behind this is that if dish
prepared doesn't suit the weather then it may not be accepted by the customer which result in
heavier loss.
1.3 Factors that influence service methods
The method used for serving the food and beverages also plays an essential role within a
restaurant as it is a major step toward improving the customer expectation throughout its visit at
restaurant (David, David and David, 2017). The food services must perform effectively by the
staff members so that customers may not face any sort of inconvenience while having food, as
inefficiency in servicing may bring dissatisfaction also affect its image at marketplace. There are
some factors that must be consider by Bella Italia while servicing food:
Table service:- It refers to type of food serving method where customers are being
provided with a menu card and by viewing that they can select and ask the waiter to bring the
same. Under table service methods customers can enjoy their meal while sitting on the table
which is served by waiter. Advantage:- Main advantage of table service is that it doesn't required high skilled
technical staff which are required to pay high pay. Another benefit is that the wastage
will be reduced by cooking food as per customer demand.
 Disadvantage:- It may take long time that customer have to wait for being served by the
waiter. Another drawback is that food may get cooled when it reach to the customer's
table (Fuller, 2016).
Buffet or self service:- It is a type of serving method where food is typically placed over
a long table through which customer can pick up and serve to themselves by moving through a
long buffet line. Advantage:- This method requires less space, labour and table ware for food servicing.
Another benefit of self service is that it is more profitable as food get served within the
short span of time.

 Disadvantage:- It leads to more wastage as plates and chaffing dishes may leads to
increase in cost of food. Garnishing may become nasty that may affect the presentation of
food in front of customers.
Counter service:- It refers to a type of food servicing method in which customers come
and order their food at counter and pick up their food on the bases of their token number. Under
this type of food serving method customers have to pay while ordering their food.
Advantage:- Customers have an option to changes their choice of food after placing their
order but before it has been served to them (Da Xu and et. al., 2012). Another benefit is that
customers can see their food before they decide to have the same.
Disadvantage:- It is a time consuming process as customers have to wait for their turn to
have the food. It reduces the chance of personalised attention to customers that may leads to
more dissatisfaction.
TASK 2
2.1 Stages of menu product development planning
The menu product development is considered as very essential task for any restaurant as
it require more research and care so that it will be able to attract large number of customers. The
Bella Italia restaurant is planning to develop a new recipe and as well as menu in order to
maintain and enhance its customer base within competitive marketplace. So in order to achieve
this objective it has to go through several stages that are explained below:
Idea generation:- This is the first step where chef of Bella italia must perform SWOT
analysis over its current offering to determine the strength and finding out opportunities for
future product development (Lee, Wall and Kovacs, 2015). These opportunities can be better
determined by analysing the market as well as customer trend through focusing over the habit of
users in that area. After this analysis executive Chef of Bella italia can perform brain storming
over available information which help in forming up a plan to work over.
Idea Screening and concept testing:- Once ideas has been formed next step is to
perform a deep evaluation or screening of the idea and its concept. This further help in
eliminating the unsound concept from the list of ideas before designing them resource for further
work. After deciding an efficient concept next step is to perform feasibility analysis for
determining the viability of concept.

Business analysis:- Under this after production of new food, Bella italia restaurant will
estimate the price over which it has to be served to customers. In this stage the profitability of
product will also be determined. After this market testing will be performed by offering the
sample to its customers in order to get their views regarding this new dish.
New product pricing:- After market testing of product and reviews of customers its
impact will be identified. This also help in determining the value it create in front of customers
and future benefit that it may offer to Bella Italia restaurant, these all information will support in
fixing up the price of the product (Seltzer and Mahmoudi, 2013).
2.2 Evaluate influence of different factors on development process
The menu planning and product development play an essential role in enhancing the sales
of restaurant that deals within food and beverages sector. Therefore in order perform this process
effectively it is very essential for Bella Italia to consider various factors that may influence the
development process. Following the factors that may influence the process:-
Social factor:- It involve the group of customers among which the product has to be
offered by the restaurant. It includes customer taste, preference, culture and demand that may
affect the sales of that product (Kahn, 2012).
Economic factor:- This factor includes the financial availability that a Bella Italia
restaurant have in order to take a risk of cooking and serving that food into market.
Staff members:- This factor has an great influence over the development process of new
recipe, as the skills and ability of staff members help them in cooking the recipe in a way they
want to product and also help in marketing it effectively.
Spaghetti pasta with Indian touch
Ingredient:-
 1 table spoon olive oil
 4 rashers smoked bacon, finely chopped
 2 onion chopped
 2 carrot chopped
 1-3 chopped leaves of rosemary
 500g beef
 2-3 cloves of garlic
 2-3 chopped ginger

 1-3 fennel seeds
 ½ table spoon Asafoetida
 ½ table spoon Red chilli
 ½ table spoon of black cardamom
 1-2 chopped capsicum
 1-2 bay leaf
 ½ table spoon of Garam masala
 1-2 chopped mint leafs
 2 table spoon tomato purée
 125ml of red wine
 400gm spaghetti
 crusty bread to serve spaghetti.
Procedure to make spaghetti:-
Put a saucepan on medium heat and add ½ olive oil, add all the ingredients one by one as
make Indian touch in dish, then make sauce for the spaghetti, put it for 20-30 mins on heat and
then add 400gms of spaghetti, put for 10 mins then serve with crusty bread to customers.
Menu for Italian restaurant
Bella Italian
Starters
 Zuppa del giorno
 chicken wings Italiuano
 Calamari

 Polpette
 Brushetta
 Bologense aranchini
Pasta
 Poomodono
 Spaghetti with Indian species
 Sicilian pollo rosso
 carbonara
 Calabrese
 Marco polo
Risotto
 Risotto Capesante

 Risotto Funghi
Pizza classico
 Margherita

 Queen margerrita
 Diavolo Forte
 Cotto
 Campagn
 Carne festa Pizza
 Create your own pizza
Italian classic
 Pollo funghi

 Pollo milanese
 Salmon Italiano
Calzone
 Carne

 Sicilian Rosso Calzone
Lighter dishes
 Spiralised veg Gamberoni 299 kcal
 Spiralised veg lenticchie 299 kcal

 Pollo lenticchie
 Pollo sapori
Grills
 Burger americano
 Pollo perfetto burger
 Grilled chicken
 Verde burger

TASK 3
3.1 Justification of menu design
The menu need to design as to attract as possible as so that more customers can be retain.
There are certain factors restaurants must consider while preparing their menu as attract more
customers. They should focus on language, design, colour etc. The specification of menu design
are:-
 Language:- The language of menu should be simple so that every one can understand,
they must specified with each dishes so that customer feel easy to order according to their
comfort. Restaurant can't use jargon or any other difficult words.

 Style:- It need to new as they mention first what are in starters, main course and so on.
The design need to new so that to attract new customers.
 Colour:- The colour need to be light so that customers can easily read dishes. They can't
use dark colours in their menu, otherwise it become difficult for customers to understand.
 Picture:- The pictures are required to be put so that they can understand dishes better and
specified with every ingredient.
 Size:- Menu size should be small so that customers don't get confused in dishes and not
been able understand clearly.
 Theme reflection:- The menu must represents restaurant theme which is Italian so that
customers can easily understand specification in each Italian dishes.
3.2 Justify the development of the food service environment to support the menu, recipe and
service style
Every business organisation need to come up with new ideas and creativity so that
company can perform well in future by increasing the number of customer. In context of Bella
Italia, they need to develop a food service environment to support their menu, recipe and service
style while approaching new guests.
Ambience: It refers to the status of particular place, In present condition, Bella Italia is
one of the famous restaurant which have a enjoyable environment where it have a great staff
service with friendly nature. This things maintain the reputation of restaurant in market.
Theme Relationships: It refers to the way in which concept of mixing two different style
of food is done. In context of Bella Italia, they are having the mixture of Italic food and Indian
spices which can create a complete new flavour. This menu will be presented only at the time of
lunch and dinner.
Meal Experience: In this Bella Italia have managed the system where they will take the
feedback of every customers regarding the experience of food with Bella Italia. The kitchen
department is well experienced where as many of the Chef have an trained themselves with 5star
Michelin restaurant. This helps to maintain the taste of food and even it can provide support to
menu, recipe and service style.
Staff uniform: It is necessary for every restaurant and cafe to have atleast there own
dress code just make there own identity in the market. In context of Bella Italia, they have their
own dress code which makes them look different from other restaurants.

TASK 4
4.1 Research customer requirements for a new food concept
Before planning for a new product concept it is very essential for Bella Italia resturant to
evaluate the customers need and requirement. This information help in forming up a base
regarding the type of dish they must offer in order to achieve maximum customer satisfaction.
The research would be based on current product as well as future expectations of customers and
from this survey it has been found that majority of customers require:
 Healthy fast food:- It is a type of dish in which fast food which is made up with more
green vegetables with less oil.
 Baked food mixed with soft drinks and sausages:- it is a type of food in which dishes
are usually formed by combining various type of soft drinks.
 Fusion:- this food is cooked with the combination of two more dishes which are
combined to form up a new or tasty recipe.
Bella Italia is an Italian restaurant which is planning to introduce a new fusion dish which
support it in enhancing its profitability at marketplace. Fusion dish is the demand of customers
and hence it will benefit the restaurant by providing a higher amount of customer attraction. This
new dish will be served to the customers who visits restaurant in order to perform a word of
mouth publicity. In addition to this its pictures will be uploaded and share over social media sites
such as Facebook, twitter for its promotional benefit. In order to achieve success Chef of Bella
Italia must ensure about the taste of dish.
4.2 Justify the choice of new food concept
After performing survey over customer demand it has been decided by Bella Italia that it
will offer a fusion dish which is an Italian dish with an Indian twist. It is made up with a famous
Italian dish that is spaghetti and cook it with some Indian spices. As customers require more
innovation in food, therefore restaurant has decided to bring such innovation. This new Italian
dish spaghetti with Indian spice twist which is going to be more profitable as it will be in highly
demanded by customers.
For promoting this dish online advertisement will be performed by sharing its picture
over social media sites such as Facebook, twitter, Instagram and at its own website. The staff
members will be responsible for maintaining the taste of this new dish. In addition to this after

serving it within the restaurant customer feedback will be taken to determine its value for
customer or whether it require changes to be made.
4.3 Justify the recommendation on launch of new product concept
Within this context the implementation of new fusion food concept it can be suggested to
restaurant that it must focuses over the backup plan as this food is served as a substitute option
and for this it require a backup. It must also focuses over reducing the risk factor regarding the
food quality as it help in building up strong relationship with target market.
Chef of Bella italia must provide regular guidance to its staff in order to cook up a delicious
food.
Apart from this it must also focuses over evaluating the performance of its staff member
and perform several actions in order to enhance their performance so that high quality product
could be offered. As it is very essential for future growth as well as market success of the
restaurant.
4.4 Review own performance in relation to developing and implementing new food concepts
When it is talk about my performance throughout the development and implementation of
new food concept i.e. fusion of two cuisines which is highly liked by customers. This task was
very complex but at last I have identified that Italian Spaghetti with Indian spice twist become
famous among UK peoples. It is a dish in which sauce is formed by adding some Indian spices
and vegetables in which spaghetti will be added along with crushed bread piece to give it a
crispy and spicy taste by keeping it at medium flame. I have experienced that majority of people
are aware about the concept of fusion dish but they haven't experience such a combination of two
cuisine which have a mouth watering taste.
CONCLUSION
From the above mentioned project. it has been concluded that menu planning is
considered as the procedure under which food items are enlisted in single list or booklet in order
to offer it to the customer at the time of their visit in restaurant. It has been identified that if an
restaurant has good and attractive menu then it is easier for its manager to increase its sales
figures. Menu planning simply involves many activities like recipe development and
involvement of food items. It can be said that implementation of recipe development can be done
with adoption of different ways like technology, design, language, theme etc. In addition to this,

it has been examined that it is required by every restaurant to select food items or dishes for
menu on the basis of customers requirement.

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