Menu Review and Redesign for A Hereford Beefstouw Restaurant

This article reviews the current menu of A Hereford Beefstouw Restaurant and proposes a redesign to make it more eye-catching and appealing to customers. It discusses the importance of menu design in internal marketing and sales, and provides insights on strategic planning, color selection, and pricing. The article also highlights the nutritional value and quality of the meals offered by the restaurant.

MENU REVIEW AND REDESIGN 1
Menu Review and Redesign
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A Hereford Beefstouw Restaurant
A Hereford Beefstouw is a classic restaurant known for its remarkable meals and drinks. Its
located in Adelaide South Australia along the Hutt Street. Various online reviewers have
recommended the restaurant meals and beverages for their fantastic and appetizing nature. They
have invested much in designing and planning of the menu. In every restaurant, it’s very likely to
find a menu displaying various foods and drinks offered. However, the manner in which it is
presented (McCall and Lynn, p. 441) will determine whether it catches the attention of the
customers or not. A great menu will provide a wide variety of dishes for customers to choose
from (Muller and Woods, p. 31). Designing a memorable menu calls for careful planning and its
vital in satisfaction of the customer’s wants, desires, and needs (Reynolds, Merritt, and Pinckney,
p. 4). The A Hereford Beefstouw menu concept is based on the La Carte Menu whereby the
dishes offered are arranged in courses and the price for each meal given separately. Their goal is
to provide quality steak meals as well as excellent wines which accompany the awesome art and
design of the overall restaurant.
A Hereford Beefstouw menu review
The menu of A Hereford Beefstouw has been structured in a way that it indicates different drinks
and meals offered. Types of meals offered include; Lunch, Starters, Desserts, Main courses, and
Extras. Additionally, they indicate hours and days when a particular type of meal is offered as
well as the pricing of each category. For instance, on Saturdays and Sundays, they are open from
5.30- 11.30 pm. On weekdays, from Monday to Fridays, they are open from 11.30 am to 11.30
pm.

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The beef at Hereford Beefstouw is of first class being recognized as an indisputable center of
beef in Melbourne (Schatzker, p. 9). It is usually of succulent and tender nature which is
typically cooked on the open grill. The number of items on their menu includes; Dry Aged Beef,
Starters, Certified Grass Fed Beef, Ribs, Ocean, Extreme Beef, Dry Aged Mutton, Sides-made
up of various salads and sauces. The nutritional value of the meals is 100% guaranteed. The beef
is from healthy, happy, and grass fed animals which makes it taste better. The animals are
antibiotic free and also no hormones added which brings out their natural nutrients. The
tenderness and flavor of the dry aged beef are also expressed naturally.
Current menu for A Hereford Beefstouw restaurant
A Hereford Beefstouw menu redesign

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Designing an eye capturing menu is vital as it’s a tool through which restaurants perform internal
marketing (Bowen and Morris, p. 6) and sales for their beverages and meals to the customers.
Therefore, menu designing requires strategic planning whereby the menu items are strategically
placed alongside their costs (Ozdemir and Caliskan, p. 7) The current menu of Hereford
Beefstouw is straightforward and can be described as monotonous. There is no background
color, font size and font style selection is also poor (Magnini and Kim, p. 45). My proposed
redesign would include the golden triangle rule aspect. The meals with high-profit margin would
be placed in the middle (Wansink and Love, p. 139). Typically, people focus more at the center
of the menu before the eyes could roam to other areas (Yang, p. 1025). It would also be essential
to add colors such as orange, green, red and orange to capture customer’s attention. For instance,
green indicates fresh foods while orange stimulates appetite. Playing around with the costs would
also encourage customers to spend more (Hwang and Lorenzen, p. 273). Rather than specifying
$20, it would be prudent to use $19.90 as this would play with the psychology of the customers
hence end spending more. More captivating adjectives and captions could also go along way in
attracting more customers.

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Redesigned menu of A Hereford Beefstouw restaurant

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References
A Hereford Beefstouw-Melbourne, Find
Glocal-http://www.findglocal.com/AU/Melbourne/1030187250399064/A-Hereford-
Beefstouw---Melbourne
A Hereford Beefstouw- Menu Card for Adelaide
http://beefstouw.com/adelaide-australia/menu-card/main-courses
Bowen, J.T., and Morris, A.J., 1995. Menu design: can menus sell. International Journal of
Contemporary Hospitality Management, 7(4), pp.4-9.
Hwang, J. and Lorenzen, C.L., 2008. Effective nutrition labeling of restaurant menu and pricing
of a healthy menu. Journal of Foodservice, 19(5), pp.270-276.
Magnini, V.P., and Kim, S., 2016. The influences of restaurant menu font style, background
color, and physical weight on consumers’ perceptions. International Journal of Hospitality
Management, 53, pp.42-48.
McCall, M. and Lynn, A., 2008. The effects of restaurant menu item descriptions on perceptions
of quality, price, and purchase intention. Journal of Foodservice Business Research, 11(4),
pp.439-445.

MENU REVIEW AND REDESIGN 7
Muller, C.C., and Woods, R.H., 1994. An expanded restaurant typology. Cornell Hotel and
Restaurant Administration Quarterly, 35(3), pp.27-37.
Ozdemir, B. and Caliskan, O., 2014. A review of the literature on restaurant menus: Specifying
the managerial issues. International Journal of gastronomy and food science, 2(1), pp.3-13.
Reynolds, D., Merritt, E.A. and Pinckney, S., 2005. Understanding menu psychology: An
empirical investigation of menu design and consumer response. International Journal of
Hospitality & Tourism Administration, 6(1), pp.1-9.
Schatzker, M., 2010. Steak: One man's search for the world's tastiest piece of beef. Penguin. P. 3
Wansink, B. and Love, K., 2014. Slim by design: Menu strategies for promoting high-margin,
healthy foods. International Journal of Hospitality Management, 42, pp.137-143.
Yang, S.S., 2012. Eye movements on restaurant menus: A re-visitation on gaze motion and
consumer scan paths. International Journal of Hospitality Management, 31(3), pp.1021-1029.