Italian-Themed Restaurant Market Analysis

This assignment delves into the crucial aspects of operating a successful Italian-themed restaurant. It emphasizes the importance of market analysis, particularly understanding customer requirements and tailoring menus accordingly. The assignment explores various techniques for gathering customer insights and highlights the influence of factors like political, economical, social, environmental, technical, and legal (PESTLE) on menu decisions and service methods. Furthermore, it discusses the relationship between product pricing, customer expectations regarding service quality, and ultimately, sales driven by excellent post-sale service.

Menu Planning

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Principles and factors of recipe development in Italian-themed restaurants........................3
1.2 Analyzing the factors which influence menu planning decisions of Italian-themed
restaurants...................................................................................................................................4
1.3 Analyzing the factors which influence service methods of Italian-themed restaurants........4
2.1 Process of developing menu product in Italian-themed restaurants......................................5
2.2 Factors which influence the development process :..............................................................5
Covered in PPT...........................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
In order to define the menu planning in Italian-themed restaurants, it is necessary to
understand what are the factors which affect the menu planning and influence it. Menu planning
is a very important process in every hospitality industry because menu planning is a factor which
attract the customers. There are different factors which affect the development process and
service method as well. There are different types of principles such as taste and quality,
nutritional value, cooking tips, cooking overture, ascertaining aliment an unsaturation. These
principles help in to making the frame work of menu planning (Charlebois, 2014.). Cost of
supply and variety in the products also affect and influence the menu planning decisions process.
Factors that affects the menu planning decision process is also affected the service method.
Service methods are varied depending upon the size of the business. Furthermore, there are
different stages in the process of menu developing which should be followed accordingly. There
is also justifying the development of food service environment. Environment consists micro and
macro environment both. It supports the menu, recipe and service style. Customers are the core
factor in developing process. Analysis of customer's requirements is also necessary for all
hospitality industry to achieve the success (Linassi, Alberton and Marinho, 2016.).
TASK 1
1.1 Principles and factors of recipe development in Italian-themed restaurants
There are different types of factors and principles of recipe development. Recipe
development refers an innovation or an experiment in their existing product or anew product.
They can add or subtract things from their product such as adding a variety to sauces and herbs
in their product(Charlebois, 2014.). Principles in recipe development are :
 taste and quality
 cooking tips
 nutritional value
 cooking overtures
 ascertaining aliment
 techniques of food preparation
taste and quality is the main and core factor in recipe development. This is continuously
changing factor because it relates to the customer's. Company should ensure that all the services

and products met the preferences and requirements of the customer's. By adding nutritional
values such as iron, fat and energy company can provide better product than other companies.
All the products and services should be maintained quality and the balance of nutritions.
Cooking food is also concerning factor in recipe development. Catering manager must be ensure
that all foods are well cooked and hygienic (Lee-Kwan and et.al., 2014.).. There are different
factors in principles of menu development such as types of menu, creativity, cultural, religious,
consumers expectations, ethnic and social impact, fashions, fads and trends, themes of a menu
and so on. It also consists food service systems such as variations in standard service method like
table, buffet, counter, tray, food presentation, customer's needs and expectations.
1.2 Analyzing the factors which influence menu planning decisions of Italian-themed
restaurants
There are various types of factors exist in the market which affect the decisions regarding
to menu planning. Such as occasion, location, seasonal availability, types of customers, rules and
regulations, policies and strategies, service hours and accessibility of tools and sources. From
above mentioned factors, the most important is location. Location refers where a company is
established. Generation, costumes, beliefs, values and expenditure power of a customer are the
types of customers which affect strongly the menu planning decisions. Wealth and health of the
employees are also essential factor in menu planning. Menu has to be prepared after find out the
ingredients available in the kitchen to make food. Selling price of a menu should be designed as
to accomplish the cost of the cooking. Occasions such as tea party, birthday party and marriage
party are effect different manners (Lee-Kwan and et.al., 2014.).. These are also determinant in
the choice of menu. Policies are also influencing the menu decision planning like some
companies do not provide beef and pork due to their policies. Cost of supply and variety of the
products affects the menu planning as well. Changes in demand affect the supply of a company
which is indirectly linked to affect the menu planning decisions.
1.3 Analyzing the factors which influence service methods of Italian-themed restaurants
Several factors which affect the service method as well such as :
 cafeteria service
 family style
 American plated service

Service method is depends on the size of the business and the nature of menu. Different
organizations are using different types of service method and this is easily differentiated by the
customers. Nature of menu refers to a cost of the menu. If cost of the products is high then
expectations of the customers would be high (Lee-Kwan and et.al., 2014.). So it necessary to met
the balance between nature and expectations. Service method is also influenced through political
and economic changes. Services are depends upon the customer's budget as well. If the budget of
a customer is low then services will also be lower category. Company can not provide higher
level of services in low budget criteria.
2.1 Process of developing menu product in Italian-themed restaurants
There are different stages in menu planning which should be followed. The first step in
this process is to define the goal. Because without defining the goal, employees can not get the
knowledge about what to do or not (Charlebois, 2014.). After this, all activities should be
aligned to achieve the goal. For this, company requires analyzing the micro and macro
environment. Swot analysis will help in to analyze the micro environment and pestle analysis
will help in to analyze macro environment. After the accomplishment of these two stages,
company should decide the kind of menu. It can be wide or single. There have to be different
types of categories included in menu. After the menu decided, strategies has to be built on the
basis of menu plan. Review of menu and recipes for a new product is also important stage in
menu development planning. Company can know the strengths and opportunities through swot
analysis. By focusing on strengths company can achieve the opportunities exist in the market and
can also overcome the weakness and threats of substitutes and new entrants. Strength and
weaknesses are the internal factors while opportunities and threats are the external factors. All
steps should be accomplished accordingly to achieve success and higher value of efficiency in
productivity (Silvennoinen and et.al., 2015). .
2.2 Factors which influence the development process :
Development process of menu planning is affected by many factors such as political,
economical, social, technical, environmental and legal. These all factors can be analyses by
pestle analysis. It is a technique to analyze these factors and inform the organization about the
impact on its structure and its strategies. These all are the factors of macro environment and find
out the impacts about all these factors are quite necessary (Linassi, Alberton and Marinho,
2016.). There are several other factors such as

 sales volume
 actual and expected sales volume
 cost generated
 revenue generated
 review of organization
 skills of employees
 talents of employees
 performance level
Economic factors affect the new development process. These factors include changes in price
and valuations. High cost of raw material increase the price of a product. Company should know
about the changes in price (Silvennoinen and et.al., 2015). . Social aspect include the quality and
hygienic factors. Skills and talent of an employee also effect the menu development process and
performance level of the business. These all factors help the company in deciding the quantity of
products which should be sold. If employees are skilled and well trained then performance level
will be increased thus efficiency of productivity will be increase automatically. It also includes
market and customers trend. It focuses on the group like employees, user patterns and habits.
Production issues related to the estimating selling price, sales volume, profitability, market
testing and implementation of technology are included in the process of menu development as
well.
TASK 3
Covered in PPT
CONCLUSION
From the above report, it can be concluded that before developing a new product it is
necessary to analyze the existing market of the existing product by Italian-themed
restaurants. To find out the areas of customers requirements, there are different types of
techniques exist in the market. Customers requirements are the dynamic factors. Which is
continuously kept changing according to the changes in the environment. These changes can be
analyzed through pestle analysis. Which consist political, economical, social, environmental,
technical and legal. All the information related to the factors should be gathered before
developing a menu decisions by catering manager of Italian-themed restaurants as it is

responsibility of him. Service method can be also affected by these factors. But main factor
which affect the service method is the size of organization. Services are depending upon the
price and cost of the product. If prices are high of the products which shows in a menu than
expectations of customers regarding to the service is also high. Best services will increase the
customer potential. So sales after service is also necessary in now days for all the organizations
in competitive market.

REFERENCES
Books and journals
Ayala, G. X. and et.al., 2017. A Cluster Randomized Trial to Promote Healthy Menu Items for
Children: The Kids’ Choice Restaurant Program. International journal of
environmental research and public health, 14(12), p.1494.
Charlebois, S., 2014. Supply-Based Food Waste in the Food Service Industry: The case of Delish
Restaurants. World Journal of Agricultural Sciences.
Gordon, R. T. and Brezinski, M. H., 2016. The complete restaurant management guide.
Routledge.
Lee-Kwan, S. H. and et.al., 2014. Restaurant menu labeling use among adults--17 states,
2012. MMWR. Morbidity and mortality weekly report, 63(27), pp.581-584.
Linassi, R., Alberton, A. and Marinho, S.V., 2016. Menu engineering and activity-based costing:
An improved method of menu planning. International Journal of Contemporary
Hospitality Management, 28(7), pp.1417-1440.
Padgett, J.M. And et.al., Disney Enterprises Inc, 2016. Dynamic interactive menu board. U.S.
Patent 9,342,216.
Pérez, C., and et.al., 2017. Effect of calorie labeling on menu selection: a preliminary study in
Santiago, Chile. Revista Chilena de Nutrición, 44(1).
Silvennoinen, K. and et.al., 2015. Food waste volume and origin: Case studies in the Finnish
food service sector. Waste management, 46, pp.140-145.

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