Menu Planning and Cost Effective Marketing Strategies for Pillars Restaurant

CA60008E Innovation
and Entrepreneurship

Table of Contents
ASSESSMENT 1.............................................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Overview and customer segmentation analysis of Pillars...........................................................3
Relationship between Financial sustainability, Forward Planning and Forecasting...................4
Food production systems and Objectives for Pillars Restaurant.................................................4
Key Concepts of Menu planning Criteria....................................................................................5
Best Practices for Effective People management........................................................................6
Best Practices for Environmental Sustainability in food operations...........................................6
CONCLUSION................................................................................................................................6
RECOMMENDATION...................................................................................................................7
ASSESSMENT 2.............................................................................................................................7
INTRODUCTION...........................................................................................................................7
TASK...............................................................................................................................................7
Define marketing and Marketing approaches in Restaurant Sector............................................7
Overview of current marketing practices followed in Restaurant industry of UK......................8
Importance of Marketing and mix for improving sales...............................................................9
Effective use of social Media by Pillars Restaurant..................................................................10
Information management and Business Development..............................................................10
CONCLUSION..............................................................................................................................11
RECOMMENDATION.................................................................................................................11
REFERENCES..............................................................................................................................12

ASSESSMENT 1
INTRODUCTION
In the food industry, Menu planning is the process of deciding what eatables the company
will provide for each meal including main dishes, side dishes and desserts. It is a detailed list of
food and beverages to be offered with their respective prices (Caldwell and et. al.,2022). It also
includes the scheduling variations and daily activities of human resources to contribute to the
process and also requires the integration of physical resources. The following assessment will
provide the development of Menu Planning strategy and Reflective Log for Pillars restaurant
management to meet customers' needs. It is a UK based training restaurant of university of west
London where its students cook and serve food from across the world.
TASK
Overview and customer segmentation analysis of Pillars
Pillars restaurant is a food operation service business based in London. The restaurant is
not having any standardised menu selection criterion that would meet the customers' needs. It is
in the need of forward plan for Menu selection criterion to be provided to the senior staff. This
plan is required to be developed for keeping the customers informed about the availability of
various food and beverages items and to produce their respective prices as well. Currently, the
restaurant is required to evaluate existing principles of Menu Development and selection criteria
for food production.
Customer segmentation refers to the way of dividing the entire customer base in small
groups on the basis of similar demographics or traits. It is a practice of targeting a particular
customer base to increase sales (Reynolds, 2022). Pillars restaurant segments its customers
according to the demographics like age , income, education etc. The target customers of pillars
restaurant will be the middle and upper class individuals according to the menu prices. It will
target mainly the youths and the people aged upto 40 years of age. According to the Menu and
vision of Pillars Restaurant, its target customers consist of Children, teens and Youth irrespective
of gender.

Relationship between Financial sustainability, Forward Planning and Forecasting
Financial sustainability refers to the capability to hold the financial capacity over time.
The financial sustainability plan includes the resources and in-kind support , volunteer staff etc.
to sustain finance. It assists the businesses in reducing operating costs (Hayakawa, Keola and
Urata, 2022). In context with Pillars restaurant, it will be categorised as financially sustainable if
it will contribute to the economy by ensuring better offering of services and attracting customers.
It is related with forecasting as it includes planning of resources to be obtained whether physical
or financial or human resources for food operations in the restaurant.
Forward planning refers to the establishment of plans for future to implement the
decision taken for business. It includes planning of resources at the disposal of business i.e.
human, capital and physical resources or assets etc. The business has to make the best possible
use of these available resources to ensure the earnings of desired profit for firm. Financial
sustainability, Forecasting and Forward planning are interrelated as Financial sustainability
requires forecasting and planning of the resources to be obtained to run the business. In context
with Pillars Restaurant, it needs to consider the financial sustainability while creating menu
Planning strategy. As for this purpose, the company needs to integrate both the human as well as
physical resources to increase productivity of the food operations and offer excellent services to
the customers, it is required to adopt forward planning to ensure financial sustainability.
Food production systems and Objectives for Pillars Restaurant
Food Production Systems
Food production system refers to all the processes that involve growing, harvesting and
processing i.e. transforming of the raw food produce and also includes its packaging after being
transformed , packaging, marketing and final consumption by customers or disposal of food by
the restaurant (Engle, Hanson and Kumar, 2022). In context with Pillars Restaurant, it can adopt
the following food systems -
 Batch System – In this system, the general equipments and methods are used to produce
small amount of outputs with some specifications that differ batch-wise. This system is followed
for processed food products.
 Continuous System – This system is adopted to minimise the production costs. It requires
smooth or interrupted flow of food materials and requires specialised equipments to produce
standardized items while maintaining low costs.