Menu Design Analysis for Dinner By Heston Blumenthal

This assignment provides a critique of the menu design for Dinner By Heston Blumenthal. It suggests that the menu should be redesigned to prioritize hot and cold beverages, followed by starters and fast food, and then main courses. The current menu card is aligned with organizational goals as it changes every three months. Recommendations include providing complete information about pricing, making combo packs available with discounts, and having delicious pictures for main courses. The analysis is based on existing literature on menu design and customer attitudes, and it aims to improve the user experience and satisfaction of consumers.

Research Report

Table of Contents
1. INTRODUCTION.......................................................................................................................1
1.1 Purpose – why and How chose this restaurant.................................................................1
1.2 Background of restaurant / Chef.......................................................................................1
1.3 Target Market...................................................................................................................1
2. Menu Style...................................................................................................................................1
2.1 Type..................................................................................................................................1
2.2 Advantages and Disadvantages........................................................................................2
2.3 Menu Design....................................................................................................................2
3. Recommendations........................................................................................................................3
REFERENCES................................................................................................................................4

1. INTRODUCTION
1.1 Purpose – why and How chose this restaurant
Menu refers to the framework which is presented different varieties of dishes available
with restaurant. In this list, there are different varieties of dishes which are served by restaurant
for satisfying consumer demand. There are varieties of menu such as Table d' Hote, A la carte
and others through which different types of dishes can be presented in front of consumers.
Dinner By Heston Blumenthal is selected in this research for understanding about different types
of menu because this organisation have different types of menu through which menu research
can be done in appropriate manner (Mercer, 2016). This restaurant is selected for the purpose of
studying wide range of menu styles and make proper understanding about it.
1.2 Background of restaurant / Chef
Dinner By Heston Blumenthal was launched in 2011 in England London. This restaurant
gain Michelin star in 2014. this organisation was headed by head chef Ashley Palmer- Watts and
other chef is Heston Blumenthal. This organisation get second star in 2014 and get praising for
its dishes such as meat fruit, chicken liver mouse, etc. In this restaurant menu is changed in every
three months and related with historical background of UK. Dinner By Heston Blumenthal have
existence in England, London and Melbourne.
1.3 Target Market
Target market of this restaurant is middle class consumers. There are different types of
dishes which assist in satisfying consumer demand in affordable price with good ambiance.
Apart from this, tourist are also targeted consumers because there is historical tough in dishes
and menu of Dinner By Heston Blumenthal.
2. Menu Style
2.1 Type
There are different types of menu which consist of complete information about varieties
available with Dinner By Heston Blumenthal can be communicated to consumers. There are five
types of menu in hotels i.e. static menu, A' la Carte, Table d' Hote, Du Jour and cycle menu
(Menu, 2019). Each menu is specific and significant for providing proper eatable and performing
operations in better and effective manner. Dinner By Heston Blumenthal use A' la Carte menu
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because this is best for providing varieties to consumers such as private dinning, wine, lunch
menu, chef table, etc.
A' la Carte Menu- This is the menu in which each item is priced and charged on
individual basis. If consumer order a specific dish, then nothing else will be accompany it. This
is best menu because each and every dish is charged on different basis (Jarlenski, Wolfson and
Bleich, 2016). This menu is preferable for consumers in dinner lunch and organisation is able to
provide varieties of eatables through which consumers get what they want from whole menu. In
this menu of Dinner By Heston Blumenthal, there is proper starters, main course, desserts which
are specific and relevant for satisfying craving of consumers. In private dinning there is
requirement of full and delicious main course which assist in making dinner fruitful for
consumers. Private dinning in Dinner By Heston Blumenthal provides more opportunity to
consumers so people prefers family dinning, corporate dinner or lunch, etc. under A' La Carte
menu.
2.2 Advantages and Disadvantages
Advantage of A' la Carte menu is which dishes are charged separately and it is easy to
bifurcate on the basis of different requirement. Here is reduction in wastage of food items and
consumers have more choice in dishes which provides them satisfaction (Fakih and et. al., 2016).
With the help of this model, private dinning are expensive because of availability of different
food items as per consumer preferences. So this assist in increasing growth and development of
Dinner By Heston Blumenthal.
While disadvantage of A' la Carte menu is there is more options with consumers which
creates confusions among them. There are some dishes which are not in demand but for the sake
of variety in A' la Crate menu, managers of Dinner By Heston Blumenthal have to make it
available. This is costly approach and sometimes eatables might be waste. Price under A' la Carte
menu is expensive, so this menu is not preferable by each type of consumers (Matthews and et.
al., 2016).
2.3 Menu Design
Menu design refers to the process through which menu is prepared containing complete
information about eatables available with them. In current market, menu design is important and
crucial procedure because this is the first impression , consumer get about restaurant. There are
different factors which has to be considered while designing menu such as colour combination,
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price, design, outlay, menu items, etc. Menu designing is important and crucial tool for adverting
because it attracts consumers to avail eatables from Dinner By Heston Blumenthal (Ye and
Murthy, 2016).
I have view that graphics and imaginary of the menu is affecting consumer perception for
having the food. There are some items which are turned off from certain items because they are
not in demand and if consumer want it then managers of Dinner By Heston Blumenthal have to
say “No” to consumers which affects their satisfaction (Filimonau and et. al., 2017).
3. Recommendations
Menu design of Dinner By Heston Blumenthal is not up to the mark. There is
requirement of some modifications through which consumers get to know about different
vestiaries with its pictures. When pictures are good then there are possibilities that consumers
wants to avail it. There are some recommendations regarding designing of menu which are
discussed as under-
Initial starting of menu must be with hot and cold beverages and then providing
information about starters and fast food. This makes an synchronisation in menu . After it there
must be discussion about main course which has to be considered as important, so there must be
some delicious pictures as well as food items. There must be some combo packs as well with
discount offers, so consumers can avail it with more satisfaction. Current menu card of Dinner
By Heston Blumenthal is aligned with achieving organisational goals as they alter their menu in
every three months, so there must be complete information about pricing of food items. Pricing
of menu designing must be less because this is done frequently by managers of Dinner By
Heston Blumenthal by taking expertise knowledge.
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REFERENCES
Books and Journals
Fakih, K. and et. al., 2016. Does restaurant menu information affect customer attitudes and
behavioral intentions? A cross-segment empirical analysis using PLS-SEM.
International Journal of Hospitality Management. 57. pp.71-83.
Filimonau, V. and et. al., 2017. ‘Nudging’as an architect of more responsible consumer choice in
food service provision: The role of restaurant menu design. Journal of Cleaner
Production. 144. pp.161-170.
Filimonau, V. and Krivcova, M., 2017. Restaurant menu design and more responsible consumer
food choice: An exploratory study of managerial perceptions. Journal of cleaner
production. 143. pp.516-527.
Jarlenski, M. P., Wolfson, J. A. and Bleich, S. N., 2016. Macronutrient composition of menu
offerings in fast food restaurants in the US. American journal of preventive medicine.
51(4). pp.e91-e97.
Matthews, D. A. and et. al., 2016. Search tool using multiple different search engine types across
different data sets. U.S. Patent 9,323,867.
Mercer, P., Qualcomm Inc, 2016. On-screen menu buttons including multiple modes. U.S. Patent
9,304,658.
Ye, Z. S. and Murthy, D. P., 2016. Warranty menu design for a two-dimensional warranty.
Reliability Engineering & System Safety. 155. pp.21-29.
Online
Menu. 2019. [Online]. Available through: <https://www.dinnerbyheston.co.uk/menus>.
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