This report covers principles of menu planning and design in order to meet demands of customers and business requirements for Restaurant Gordon Ramsay. It includes a realistic plan to develop a menu which meets customer and business requirements to maximise profitability.
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Menu Development, Planning and Design
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Table of Contents INTRODUCTION...............................................................................................................................3 TASK 1.................................................................................................................................................3 P1 Examine the principles of menu planning and design to meet customer and business requirements for a range of different.................................................................................................3 menus................................................................................................................................................3 P2 Determine the customer and business requirements which need to be fulfilled to maximise profits for a range of different menus................................................................................................5 M1 Compare and contrast a range of different menus and the customer and business requirements which have impacted their design......................................................................................................6 D1 Analyse how customer and business requirements impact the design of a broad range of menus and make recommendations to meet future trends.............................................................................7 TASK 2.................................................................................................................................................7 Covered in PPT.................................................................................................................................7 TASK 3.................................................................................................................................................7 P5 Produce a realistic plan to develop a menu which meets customer and business requirements to maximise profitability........................................................................................................................7 M3 Produce a realistic menu using a fully researched and costed plan that meets the overall business objectives............................................................................................................................8 P6 Produce a menu which meets customer and business requirements to maximise profitability......9 P7 Test and evaluate the menu produced.........................................................................................10 M4 Make justified recommendations for improvement based on tests and evaluation of the menu11 D2 Produce an in-depth plan for menu development, including KPIs to measure success; produce and test the menu, making justified recommendations to resolve problems identified to meet overall business objectives..........................................................................................................................11 CONCLUSION..................................................................................................................................12 REFRENCES.....................................................................................................................................13
INTRODUCTION Menu is defined as list of food and beverages offered by a hotel or restaurant along with their prices for customers. Menu is described as central to the food facilities concept where it explains products offering, setting up key factors of financial viability that consist of price and contribution margin along with providing a strong marketing tool. Menu development referred to selection and designing process of dishes that are offered by hotels. Menu planning and designing is described as process of composing a list of dishes (San Isidro and Lasagabaster, 2019). For the purpose of this report the restaurant which has been taken is Restaurant Gordon Ramsay which is located in London, UK. This restaurant was founded by Gordon Ramsay in the year 1998. The following report covers principles of menu planning and design in order to meet demands of customers and business requirements. The report also explains how respective hotel meet requirements of its potential clients and business to gain maximum profit. Furthermore, this report also contains development of menu which could bring more profit and attract large base of customers along with testing as well as evaluation of that menu. TASK 1 P1 Examine the principles of menu planning and design to meet customer and business requirements for a range of different menus Principles of menu planning Principles of menu planning must be considered by restaurant while designing menu so that they could serve effective services to customers. Principles of menu planning are mentioned below: Balance it is essential for restaurants to include dishes in menu that contains all the essential nutrients such as proteins, fiber, mineral and vitamins so that customers could get a healthy diet. It is also very crucial for restaurant to keep all the flavours such as sweet, spicy, salty and mix of all of them according to taste of customers (Lan, Yingang and YueChen, 2021). Variety The next Principle of menu planning states that restaurant must provide several choices and variety to customers so that they could explore more dishes as per their need. Variety should
include different type of food and beverages so that customers does not feel that they are eating same food regularly. Contrast It is also necessary for restaurant to present menu card of their food and beverages in contrasting colour and texture in order to attract people. Menu is the first thing that a customer sees while ordering their meal. Therefore, menu must be designed through using contrasting colours and attractive images. Colour This factor is considered one of the main factor in that need to be considered while designing menu as it helps in grabbing attention of customers (Picciotto, 2020). It also helps in separating details and images of dishes so that people could easily read as well as differentiate between meals. Eye appealing The last Principle of menu planning states that menu must be designed in such as way that it could capture interest of customers towards dishes. Various food and beverages must be categorised in different segment such as dinner, lunch, starters, breakfast, hot drinks, cold drinks and many more so that customers could easily order according to their need. Types of menu Menu is defined as listing of different kinds of food and beverages offered by restaurants which helps them in getting order from customers according to their needs. There are generally five type of menu which help restaurants or hotels in planning and designing their list of food as well as beverages. Different types of menu are mentioned below: La Carte Menu It is a French word which means “by the card” or “according to menu” in which each item is priced separately and customers could order dish as per their needs. This type of menu provides customers flexibility as they could choose individual items and combine them to complete their orders (Darwanto, Saputra and Wardana, 2021). Du JourMenu
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This is also a French driven word which means “of the day” that states that menu changes daily according to availability or what has been prepared by chef of restaurants or hotels. For instance, if it is written as “chicken du jour” than it means that today chicken is available in the restaurant. Cycle menu This type of menu is planned in such manner that items are being repeated according to days, weeks, seasonal availability or chef's choice(Sun, Webster and Chiaradia, 2018). This type of menu is prepared for two reasons, one is cooking operations in restaurants are small and they do not possess to complete order of large menu. Second reason is to create daily special such happy hour meal. Static Menu This is kind of menu which consist of wide varieties that are divided in several categories. This menu is widely used worldwide by several restaurant and hotels because it does not require changes regularly. Fixed Menu This type of menu contains few choices and fixed overall price. This kind of menu is also called as set menu where there are multiple choices available for every course where customers would get same menu regularly. P2 Determine the customer and business requirements which need to be fulfilled to maximise profits for a range of different menus Menu planning is a very complicated process as restaurants have to consider needs of customers and business which is very essential in order to enhance their profitability. There are different demands of customers and business which needs to be meet by restaurants or hotels that are mentioned below: Customer's demands Current trends:In the UK food and beverages industry is widely growing as well as new trends are emerging in market rapidly. Food habits and lifestyle of people are changing continuously which directly impacts menu planning of restaurants(Bonenberg and Kapliński, 2018). For instance, preference of customers towards their health which increase demands of
nutritious food and beverages such as ketone-diet, vegan or organic items which enforce Restaurant Gordon Ramsay to include these healthy dishes. Taste and Preference:These factors are considered as very important factor while planning a menu. It is essential for restaurants or hotels to design menu according to taste and preference of customers (Walford-Wright and Scott-Jackson, 2018). For instance, Restaurant Gordon Ramsay has to design menu according to demographic conditions, taste and preference of people which helps it in planning recipes as well as ingredients to make food and beverages. Business' requirements Experience workforce:It is very important for restaurants or hotels to appoint talented and experienced staff so that they could serve better to customers. For instance, Restaurant Gordon Ramsay recruit employees who could understand taste and preferences of customers as well as serve them effectively so that they could feel welcomed in restaurant. With new trends in the food market, it becomes important for restaurants to appoint skilful staff who is able to meet those demands. Present legislation:Another requirement of business in hospitality industry is to make sure that they are following all laws and legislation properly. These legislations include safety, hygiene and health laws that must be implemented by restaurants. For instance, Restaurant Gordon Ramsay should follow Food Safety Act 1990 which provides food legislation model of the UK and develops offence against safety as well as quality (Westgard, Bayat and Westgard, 2018). M1 Compare and contrast a range of different menus and the customer and business requirements which have impacted their design The different types of menu such asLa Carte Menu, Du Jour Menu, Cycle menu, Static Menu and Fixed Menu help restaurants or hotels to plan their menu according to needs of business as well as customers. Different types of menus have diversified categories which assist restaurants in designing dishes of food and beverages. For instance, La Carte Menu offers customers flexibility to choose different items and combine them afterwards whereas Fixed menu do not provide clients choices. Du Jour menu gives chefs of restaurants an opportunity to make new dishes everyday which customers could enjoy whereas Cycle menu gives them chance to repeat their items. Different demands of customers and business greatly impact menu planning. Restaurants have to design and plan menu according to taste as well
as preference of customers otherwise it would not attract guests to eat their food. Business requirements must also be implemented by restaurants so that they could operate business smoothly and effectively. D1 Analyse how customer and business requirements impact the design of a broad range of menus and make recommendations to meet future trends Customers are considered as main component in hospitality industry because their needs and preference highly influence menu planning. On the other hand, it is essential for restaurants or hotels to meet requirements related to business so that quality of food could be maintained. Restaurants are recommended to listen their customers so that they could understand their needs along with providing them personalised environment. It is also suggested to them that they must hire skilful and talented individuals who have complete knowledge about food and beverages industry. TASK 2 Covered in PPT TASK3 P5 Produce a realistic plan to develop a menu which meets customer and business requirements to maximise profitability In order to develop effective menu of food and beverages, it is very essential for restaurants or hotels to understand taste and preferences of their targeted customers as well as requirements of business. In case of Restaurant Gordon Ramsay, the realistic development plan to create menu that could meet requirements of customers and business so that profitability would be maximised are provided below: Create development plan:This is the first step where it becomes necessary for restaurants to think and analyse what type of menu, they want to implement that could meet demands of customers (Chen, LeGates and Fang, 2019). In terms of Restaurant Gordon Ramsay, it has designed its menu by focusing on vegan dishes in order to attract audiences who are concern towards their health or people who are lactose intolerant. At this phase it is also essential for the restaurant to keep in mind that it do not overcrowd its menu along with making it attractive for customers. Gather list of core ingredients: While planning a menu it is important for the selected restaurant to list all the core ingredients that will help it in delivering wow factor within food and beverages included in menu. It is essential for the restaurant to
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use yes much product from around as possible for instance seasonal food, vegan food or local food commodities. The restaurant must make a list of all the main ingredients that it will need. Evaluatesupplychain:Afterdeterminingingredientsandconceptregarding development of menu the next thing that the selected restaurant good conduct is to seek for effective supply channels for the required items. In terms of the selected restaurant, it owns a local garden from where it could get fresh ingredients for making its vegan food and beverages. Cost out menu items:According to the concept ingredient and cost of suppliers menu items could be priced according to the target customers and domestic economy. The cost of food and beverages included in the menu of selected restaurant must contain enough margin that could help it in maximising it’s revenue along with satisfying needs of customers (Özdemir and Tasan-Kok, 2019) Picture the glassware and plating:The next step is very crucial as it helps restaurants in understanding how their guest will eat or drink their menu offerings. In terms of the selected restaurant, it is very essential to analyse how food and beverages offered by it will look on plate or in glass. It should also consider which factor must go on a spoon or fork together whether the item is available for the take out. It is very essential for the respective restaurant to keep in mind about the presentation of food and beverages offered by it in front of customers. Operator test kitchen:This is the most necessary factor that needs to be considered while planning a menu (Myers, Furqan and Zhu, 2019). This factor assists the respective organization in checking flavours, right amount of ingredients, do items listed on menu fulfil or exceed expectations. It also assists in getting realistic feedback that could help the respective restaurant in improving items listed in menu in future. M3 Produce a realistic menu using a fully researched and costed plan that meets the overall business objectives In order to offer vegan products, the restaurant Jordan Ramsay is planning to include vegan food and beverages in its menu. It will help the respective restaurant in attracting customers who are conscious towards their health along with those individuals Who are lactose intolerant. The menu of the respective restaurant is categorised under breakfast, lunch, dinner, drinks and desserts.
P6 Produce a menu which meets customer and business requirements to maximise profitability Restaurant Gordon Ramsay Breakfast Starters Steel-Cut Oatmeal Cinnamon Quinoa breakfast bowl Vegan French toast Drinks Strawberry lemonade Black Cherry Bourbon Cola AlmondButter&BananaProtein Smoothie £19.50 £20.50 £11.25 £10.02 £07.85 £05.36 Lunch Vegan Pumpkin Mac 'n' Cheese Vegan Gyros with Mushrooms RoastedBroccoliPastaSaladwith Hemp Pesto £151.20 £45.20 £58.36 Dinner Vegan Tacos Spicy Chinese eggplant with Szechuan sauce Kabocha Squash Millet Bowls £72.30 £65.23 £58.25
Desserts Vegan Peanut Butter Cookies Pistachio Oat Squares Avocado Chocolate Pudding Pops £15.20 £16.52 £12.30 P7 Test and evaluate the menu produced Testing and evaluating of menu by using various techniques as well as tool in order to measure issues along with benefit happened in menu. Testing and evaluation of developed menu also assist in measuring performance of chef, employees, satisfaction of customers and overall productivity of Restaurant Gordan Ramsay. Some techniques that could help in testing and evaluating menu are mentioned below: Key performance indicators It is necessary for the respective restaurant to continuously evaluate performance of food services by implementing key performance indicator. These indicators allow the restaurant to analyse, measure and just performance of consumers, employees and hole workforce. It also assists in developing menu according to talent of employees or needs of customers. Feedback and reviews of customers Gathering continuous reviews of feedbacks from customers after offering them services is considered as beneficial for the respective restaurant in order to enhance performance in future (Mara and Evans, 2018). These reviews help the restaurant in enhancing skills or implementing improvement that could assist it in including further innovative food and beverages items in menu. Benchmark It is a procedure to analyse comparison of performance services or commodities as compared to rivals. In terms of respective restaurant this approach will analyse effectiveness of vegan food and beverages along with quality of ingredients offered by the phone as compared to other restaurants in the market.
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M4 Make justified recommendations for improvement based on tests and evaluation of the menu It is suggested to restaurant Jordan Ramsey to make a effective business plan while conducting research of target market along with defining unique selling price so that it could differentiate itself from its competitors. It is also suggested to the selected restaurant that it needs to hire workforce that could focus on making delicious vegan food and beverages. The restaurant should also focus on appointing expert individuals in marketing, accounts, waiters, cleaning staff and other workforce who could help it in enhancing profitability by providing welcoming environment to customers. The respective organization is also suggested to maximise activities related to advertising products in order to grab attention of local community. D2 Produce an in-depth plan for menu development, including KPIs to measure success; produce and test the menu, making justified recommendations to resolve problems identified to meet overall business objectives While developing ineffective menu it is essential for restaurant to consider some factors that could help it in maximising profitability along with attracting large base of customers. These factors include cost out menu, evaluating activities of competitors and finding balance in low cost and high-cost commodities offered by them. There are some KIPs which needs to be considered by restaurants in order to get success in hospitality industry. These KPIs include sales, labour cost, turnover rate, performance of employees, feedback of customers and many others that could impact business activities (Dowding and Merrill, 2018). It is recommended to hire talented individuals that could understand needs and demands of customers as well as business. It is also suggested that restaurant must offer food items according to taste and preferences of customers along with evaluating market trends so that they could keep updating themselves as per the needs of business.
CONCLUSION From the above report it has been concluded that menu is considered as an important factor in a restaurant because it is the first thing that guests interact with before ordering food or beverages. from the above discussion it has been evaluated that while planning menu it is in essential for restaurants to consider principles and designs that could meet business and customers requirement. It is also very essential for hotels to evaluate needs of business and customers in order to get maximum profits while considering range of different menus. Furthermore, a realistic plan should be tough luck bye hotels that could understand demands of customers along with providing maximum benefits to business. Lastly, some tools and techniques could be implemented by restaurants so that they could evaluate their menu.
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