Strada, UK Restaurant's Menu Planning and Marketing Strategies

The report presents a detailed analysis of Strada, UK restaurant's menu planning and marketing strategies. It identifies the organization's strengths, such as its location, reputation, value chain, and skilled employees. However, it also highlights the weaknesses, including declining sales, unhealthy food options, fluctuating customer demands, and competitors in the market. The report suggests that the organization should focus on acquiring new technologies to improve service methods and develop healthy food options to increase productivity and profitability.

Menu Planning

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK A...........................................................................................................................................3
1.1 Main principles of recipe development.................................................................................3
1.2 Factors influencing Menu planning decisions.......................................................................5
1.3 Various factors affecting service methods ...........................................................................6
2.1 Menu product development planning stages ........................................................................7
The Stages of menu item advancement planing are as depicted underneath - ...........................7
2.2 Factors influencing the improvement procedure ..................................................................7
TASK B ..........................................................................................................................................8
3.1 & 3.2 Menu design ...............................................................................................................8
TASK C.........................................................................................................................................10
4.1 Research on customer necessities ......................................................................................10
4.2 Justify decision of new food idea .......................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Food industry is the fastest growing sector or business all around the world, changing
demand, taste and preferences of people influence food organisations to develop or offer wide
range of food items in their menu. Menu planning is a most essential activity for a restaurant as it
decides whether it will be successful in attracting customers or not. The present report is in
context to Strada, UK which is a popular Italian-themed restaurant. Strada has around 14
restaurants and 5 clubs mostly based in the southern England. The report will identify various
factors affecting the choice of food menu and menu planning in food industry along with the
elements a chef consider while developing a menu. Furthermore, the study will focus on factors
that affect the service techniques in a restaurant.
TASK A
1.1 Main principles of recipe development
Menu is a main element that affects the recipe development process, this is due to the fact
that menu influence decisions regarding ingredients and cost incurred in the manufacturing of
production department in a restaurant or food organisation. The recipe is developed with
consideration to cost and quality as well as availability of resources, Strada offers a huge variety
of food items in their menu. There are various types of menu which helps the chef's decision
related to the recipe development as described below -
1. A' la carte – This menu helps the customers to choose from variety of food items, the
customers needs to pay for only those dishes which they wish to choose.
2. Fixed – The fixed menu is a menu which consist of fixed items offered with a fixed price.
3. Table d' Hote – This menu is generally known as the table for host menu, it is other type
of effective menu which is offers a meal to the host or customer at a fixed price. The
customer pays for the whole meal not matter how much he or she consumed(García and
et.al, 2016)
4. Party menu – This includes drinks and foot items in a banquet hall or party area, it is a
fixed menu selected before the arrival of guests or party members.
5. Children menu – This menu is specially designed for children, the items are more
colourful and based on a theme.

6. Menu degustation – This type menu is set in order to taset various kinds of dishes, it is
generally limited to specific options of food items and wine is a chosen option for the
same.
Illustration 1: Types of Menu
(Source: Types of Food Menu in Restaurants, 2015)
All the above sorts of menu help an eatery or restaurant, for example, Strada in arranging
the dishes that chef is required to get ready. In the wake of settling on compelling choices of the
fixings the following vital choice for the kitchen unit is to choose the way toward planning food.
The development of recipe extremely depends upon the method of food products course
of action as this helps the relationship in decisions related to time and cost of setting up the food.
This contains diverse methods for cooking changes in the measure of arranging and cost drew in
with the strategy. Most organisation uses the ordinary strategies for food products creation which
incorporates the principal measures getting the stock, securing it in the ice chests and setting it
up as indicated by the customer. The cool and stop strategy incorporates the effect setting and
defrosting process which saves time and broadens the future of the food products system. Sous-

vide strategy is used by the organisation where the surge is high and the kitchen staff uses the
measures of food products creation early. The strategies for pockets are used as a piece of this
system. Extensive natural pecking orders however uses the united course system where the mass
production of food products is given to the outlets and restaurants. Cook and chill system is the
temperature control technique where the food is cooked and chilled and warmed before serving.
This low ventures and low evaluation measure is used as a piece of demand to manage the work
on the basis of cost and time.
Food outlets in the current circumstance uses all the above measures of food availability
uniting the correct kind of menu to pass on the best quality food products to the cafés and guests
within effective cost and time. Recipe development in this manner incorporate the capable
examination of menu development and method of planing food within the food organisation.
1.2 Factors influencing Menu planning decisions
There are many factors that affect the planning of Menu in a restaurant such as Strada,
UK. Menu planning is very important in order to ensure the success of a restaurant or hotel, the
various factors affecting menu planning are described as below -
The components that influence menu arranging choices are -
Location or Area – The area of every last food eatery influences the basic leadership procedure
of the association identified with fixings and offerings in the menu, for example, Mc Donald's
incorporated numerous vegan dishes in its menu because of the request of Indian populace,
Competition – The examination of pattern inside food industry help with choosing the sort of
menu generally acknowledged in the business. Notwithstanding this investigation of value
patterns and evaluating inside the nearby group is the vital component of menu arranging(Ottrey
and et.al, 2016).
Equipments in the kitchen – The accessibility of assets and hardware help the kitchen division in
choosing what food things can be created. Subsequently, menu can exclude the food things
which can be set up with the accessible asset and hardware.
Supplies – The provisions and fixings accessible in the areas help the food organization, for
example, the Strada in settling on choices with regard to food things and formulas in the menu
list,
Food Allergy – Allergic food things can make negative picture for the organizations
subsequently it is vital that food association ought to create effective and skilled staff with

successful information of fixings and dishes for sparing the business from a negative reputation
in the market.
Cost – Cost refers to the production expense in manufacturing the food items, the cost is another
imperative component that backings significant choices of arranging menu with respect to the
creation cost and overall revenue.
1.3 Various factors affecting service methods
Service methods refers to the way in which is food items are presented to the customers
in a restaurant such as Strada, UK. The service methods are linked with various activities, types
of food and beverage techniques which are used within regards to different elements as
mentioned below -
1. Size of operations – Size of operation refers to the number of tasks utilised by managers
in order to meet the demands and needs of the customers, with regards to this the
restaurants offers a wide range of services to their customers such as plate or table
services, silver services, buffet services etc.
2. Quality of the operations – The quality of operations is affected by process rendering
services like table or plate services.
3. Objective of operations – On the basis of information or data with regards to size of
operations, involvement of customers, skills of levels and level of interaction are
ascertained by the management(Baiomy and et.al, 2017).
4. Number of customers – The number of quantity of customers by many internal and
external factors. Internal factors include taste and quality of food with the procedure of
rendering services.
5. Operational budget – The operational budget includes all the expenses related ton staff,
quality or quantity of raw materials and appearance of the restaurant.
6. Resource availability – The availability of resources helps and support managers in the
restaurant to determine menu, availability of raw material and cost of the same in the
nearby or domestic markets.
Considering the objective or end goal to achieve popularity and development in the highly
competitive market, Strada focus on changing its menu effectively in order to meet then
changing demand and preferences of the customers. The above mentioned factors influence
various activities in a restaurant as described below -

 Planning – The planning department of a restaurant requires proper assets in order to
focus on food development. Planning helps in minimising the risk of failure and effective
achievement of the goals or objectives(Sudin and et.al, 2018).
 Business strategy – The long term methods of restaurant development depends on the
business outcomes of the restaurant or hotel. The changing demands with respect food
products and services highly affect the activities of the restaurants which motivates them
to modify or change their menu accordingly.
 Future patterns – The awareness related to security and well-being among people or
society is affecting the food industry and items offered by them. The people soon will
choose well-being over taste and cost.
2.1 Menu product development planning stages
The Stages of menu item advancement planing are as depicted underneath -
 Market Trend – The market competitive and trend examination assessment is the
underlying activity to audit current market position of the organization and things offered
by them.
 Customer trend – This comprises effective examination of trend and demand,
investigation of the possibilities customers in the public(Ozdemir and et.al, 2014).
 Focus group – with a specific end goal to play securely and make due in an aggressive
market food organizations test the outcomes from a little example aggregate and in
addition think about their assessment for promote execution and advancement.
 Workers – to impact customer inclinations inside the market recreation encounters and
quality administrations assumes an essential part along these lines representatives of the
organization are effectively enlisted and prepared for the same.
 Brainstorming of the new menu – The food organization, for example, Strada has a
chance to pick the best inside the market drift. Review and poll technique help the
element with the accessibility of different options(
 Services – The menu choice focus on service optimisation in the area of tasks, in this way
the menu changes with respect to the services offered by the food organization.
2.2 Factors influencing the improvement procedure
A few elements influencing the new product advancement process are as discussed below –

1. Business investigation – It comprises the procedure of imminent arrangements'
relationship and need acknowledgement, advancement of another item is the after-effect
of viable business examination(Hashimoto and et.al, 2016)
2. Sales volume – The business volume of any item offered by Starda influence the thought
age of new item improvement
3. Profitability – Profit edge is portrayed by the diminishing creation cost and deals from the
aggregate income produced. It likewise influences the advancement process.
4. Break even point – The equal the initial investment direct alludes toward the time when
offers of item is equivalent to that to its cost.
5. Implementing Technology– Technology additionally assumes a fundamental part in the
food business also its advancement procedure.
TASK B
3.1 & 3.2 Menu design
Starda is a UK based branded restaurants chain specialized in Italian cuisine, It has
around 14 restaurants and 5 coppa clubs which are mostly situated in the Southern England.

A menu of a restaurant is generally based on the elements mentioned below -
1. Buyers – The buyers are customers or host of a restaurant which are attracted towards a
specific taste or food item offered by the restaurant.
2. Items – The range of food items in the menu are offered with the aim or objective of
increasing profit of the restaurant.

3. Service method
4. Effective strategies
TASK C
4.1 Research on customer necessities
1. Need to talk about factual reviewing – In each new variety of things under the improvement,
customers frequently enthusiasm for quality product. It must be in adequate add up to meet the
costs that customers are paying(Payne-Palacio and et.al, 2016)
2. Customer needs and demands – Consumers turns out with a need to get product that could
fulfil their necessities. Target customers every now and again join organization class people that
need to manage their meals outside reliably.
3. Value for money- Essential factor that every purchaser would like to be penetrated in lodgings
They should give food product that are estimation of money. It consolidates the market things to
be available at costs which must be direct. At the same time they should be a quality product as
well.
4.2 Justify decision of new food idea
1. Square 1 – High food cost high ubiquity The sustenance segment which are proficiently
perceived by the buyers and requested over and over are the hit dishes for the association.
2. Square 2 – High food cost low ubiquity - The high value sustenance things which are not
raising the shopper tastes ought to be expelled from the menu list or the bit size ought to be
upgraded to give the buyers incentive to their cash.
3. Square 3 – Low food cost high notoriety - The sustenance product with ease and high
prevalence gives the benefit of cost to the natural pecking orders
4. Square 4 – Low cost low notoriety - These food items needs proficient consideration in the
menu. This should be possible by moving the item or by packaging it with any greatly well
known dish to make the interest for it(Dixon and et.al, 2014)
4.3 Recommendations
Strada, UK needs to work on its weaknesses such as declining sales, unhealthy food,
fluctuating demands of the customers etc. The organisation acquires various strengths such as
location, reputation, value chain and skilled employees, enhancing these strengths in order
increase its productivity and profitability. The organisation needs to focus on various threats in

the market such as competitors, decreasing demand and fluctuating needs, taste and preferences.
Restaurant can us various new technologies in producing and service methods for the
development of food as well as profitability of the business.
Conclusion
The above report concluded that food industry is the fastest growing business in the
market. The study determined various principles of developing recipe and planning menu within
restaurant like Strada. The report also discussed issues related to the food industry in the business
environment.

REFERENCES
Books and Journals
Dixon, E., Condrasky, M.D., Corr, A., Kemper, K. and Sharp, J., 2014. Application of a menu-
planning template as a tool for promoting healthy preadolescent diets. Topics in Clinical
Nutrition, 29(1), pp.47-56.
Payne-Palacio, J., 2016. Foodservice Management: principles and practices. Pearson Education.
Hashimoto, A., Harashima, J., Yamakata, Y. and Mori, S., 2016, July. Design in Everyday
Cooking: Challenges for Assisting with Menu Planning and Food Preparation.
InInternational Conference on Cross-Cultural Design (pp. 182-192). Springer, Cham.
Ozdemir, B. and Caliskan, O., 2014. A review of literature on restaurant menus: Specifying the
managerial issues.International Journal of gastronomy and food science, 2(1), pp.3-13.
Sudin, A.M. and Sufahani, S., 2018, April. Optimization Technique With Sensitivity Analysis
On Menu Scheduling For Boarding School Student Aged 13-18 Using “Sufahani-Ismail
Algorithm”. In Journal of Physics: Conference Series (Vol. 995, No. 1, p. 012047). IOP
Publishing.
Baiomy, A.E., Jones, E. and Goode, M.M., 2017. The influence of menu design, menu item
descriptions and menu variety on customer satisfaction. A case study of Egypt.Tourism
and Hospitality Research, p.1467358417708228.
Ottrey, E. and Porter, J., 2016. Hospital menu interventions: a systematic review of
research. International journal of health care quality assurance, 29(1), pp.62-74.
García, P., Medina, L., Frías, J. and González, A., 2016. Menu engineering tool proposal for all-
inclusive hotel restaurants.Investigaciones Turísticas, (12), pp.142-162.
Online
[Source: Types of Food Menu in Restaurants, 2015].Available through: < http://www.hospitality-
school.com/types-menus-restaurant >