Menu Planning and Product Development

This report analyzes the menu planning and product development process at The Ledbury restaurant, focusing on its new Anglo-Italian food concept. It explores factors influencing menu decisions, outlines the stages of product development, and evaluates the impact of technological, social, and economic factors on the development process.

MENU PLANNING AND
PRODUCT DEVELOPMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK A...........................................................................................................................................3
a). Assessment of factors influencing menu planning decisions............................................3
b). Stages of planning of menu product development............................................................4
c). Evaluation of influences on development process............................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Menu planning and development of products both are the elementary activities and
functions of any restaurant or hotel. It is a systematic process performed by management and
executives of restaurant to restructure and renovate existing system of any restaurant (Abbey,
Wright and Capra, 2015). The report will undertake “The Ledbury” restaurant. It was founded in
2005 by Brett Graham. There can be 55 persons can be accommodated in restaurant at a time. It
was listed in S. Pellegrino World's 50 best restaurant.
The report will highlight a new food concept with description to basic stages of
development of menu products in terms of the selected restaurant. This study will be focusing on
general factors or determinants that influencing the development process within restaurants. It
will also assess specific factors that directly affect menu planning decisions within any
restaurant.
TASK A
a). Assessment of factors influencing menu planning decisions
Menu planning decisions within selected restaurant is being influenced by certain
significant factors (Gordon and Brezinski, 2016). These factors are directly related with the
availability of significant elements such as capabilities of employees, availability of resources,
climatic conditions and location of restaurant etc. Apart from this, there are some other important
factors too, that directly influence decision of managers regarding the planning of menu.
TASTE AND PREFERENCES
This is the primary factor that every restaurant need to assess while planning for its menu.
Restaurants need to analyze its customers' food choices and their demands by frequent
interaction, feedback and suggestions (Agarwal and Dahm, 2015). Ledbury restaurant assessed
the taste and preferences of it regular customers before planning for its menu. For introducing its
new blend of dishes, The Ledbury asked for suggestions regarding alterations within existing
systems of related to rates, serving methods, usage of ingredients and everything. Taste
preference as per customer demand and expectations will impact on menu planning of the
Ledbury.
AVAILABILITY OF EMPLOYEES
Before planning for any menu decisions, management team of restaurants or hotels need
to assess the number of employees they have (Abbey, Wright and Capra, 2015). Similarly, in

case of Ledbury restaurant, menu planning decisions regarding its new food concept had
conducted on the basis of number of employees and their capabilities to prepare significant
Anglo- Italian dishes. More number of employees will be profitable to the Ledbury and will
make the customers satisfied.
AVAILABILITY OF OTHER RESOURCES
This is another factor that influence menu planning decisions of restaurants or hotels
which directly refers to financial resources, equipment and other technological aids for
successful implement designed plan (Fuller, 2016). Ledbury has assessed the number of various
equipment that are important for preparing traditional Anglo- Italian dishes at standardized
temperature controls. Management team of The Ledbury has included various new equipment to
its kitchen premises for smooth preparation of a new food concept to have improvement in menu
planning.
CLIMATIC CONDITIONS
Unfavorable climatic conditions are one of the factor that hampers menu planning
decisions for any restaurant. For instance, poor arrangement of storage of food in rainy seasons
may affect quality of food items (Jeong and et.al., 2019). For such instances, Ledbury need to
assess the risks related to its new food materials or dishes. Restaurant needs to analyze
sustainability of different food ingredients at different climatic conditions. Climatic conditions
increase the chances of productivity in restaurant. Ledbury restaurant is famous for serving
tempting British dishes and food which is now being introducing new food concept “Anglo-
Italian” to attract new customers and to increase the number of potential customers.
LOCATION
Decisions related to menu planning within restaurant is highly affected by its location.
For example, any restaurant located far from market area or supply area, the supply of raw
materials and related activities may consumes considerable time (Thaivalappil and et.al., 2018).
Similarly, if any restaurant is located in an area where there exists no supporting facilities, this
may hampers the activities related to logistics, repairing or other technological aids. Ledbury
restaurant has selected a feasible location which is nearer to marketplace, suppliers and this
location will help the ledbury restaurant to make decisions easily.

b). Stages of planning of menu product development
Restaurants and hotels follow a predefined For its Anglo- Italian themed food, Ledbury
need to assess different factors related to menu product development. The product development
plan for selected restaurant will include assessments and analysis of employees' skills and
efficiency with other various activities including budgeting, marketing and talent retention.
At the initial phase, selected restaurant had undertaken certain steps to implement menu product
development plan.
Identification of objectives
This is the first step, where restaurants' or hotels' managers will analyze the main
objectives and aims of menu development (Okumus and et.al., 2018). In Ledbury restaurant, its
management team and executive chef identifies the major objectives of product development and
discussed it with its staff. Restaurants has specified its major objectives clearly to staff members
to ensure smooth execution or implementation of the plan.
Engaging team members
This is second stage where the executives and management team of restaurant effectively
engages its staff. This stage includes communication of targets, plans and needs of restaurant.
Illustration 1: Stages of menu product
development
(Source:CULINARY RESOURCES, 2018)

Ledbury has maintained high level of employees engagement by continuous delivery of
standardized plans and outlet of menu product development procedures among its staff.
Innovation
With menu product development, it is necessary to bring a sense of innovation to existing
food menu or new food concepts. This innovation can be applicable to innovate existing menu
design, traditional serving systems of restaurant or any of the factor related to product of menu.
Innovation must be the primary principle or element that has to be addressed within every
process of menu development (Raskind and et.al., 2017). Ledbury restaurant has specified an
attractive outlet for introducing its new food concept. For Anglo- Italian themed food, The
Ledbury has decided to renovate its menu design with new illustrations, graphics suitable or
align with its new dishes. It has introduced a new service method to its staff for serving authentic
dishes and provide them sufficient training for them
Development
Based on the introduced or planed outlet with innovation strategies, the next step will be
the development of products that has been mentioned in designed plan (Dias, Ng and Hussin,
2016). For example in Ledbury restaurant, its development stage included the trail of new dishes,
culinary equipment and other related elements.
Execution
This stage includes the final implementation or execution of the designed plan by
involving all the necessary elements that facilitate process of product development. It is the step
where final preparation and presentation of dishes will be undertaken to ensure smooth
functioning of overall process (Raskind and et.al., 2017). For example in Ledbury restaurant, the
step of execution has been performed with the involvement of all developed measures by the
involvement of every staff member.
Activation of plan
After final preparation, the product development process will be activated by proper
management of food delivery, food preparation, service and presentation (Su and Lu, 2018). This
method will be highly dependent on effective implementation and inclusion of strategies,
training given to employees, coordination of staff and other management activities. For example
in the Ledbury, activation of plan is done in presence of the most senior experienced staff
member. Feedback is taken by the customers after serving.

c). Evaluation of influences on development process
Development process within any restaurant or hotel is influenced various factors that are
directly related to existing challenges faced by other service markets. There are number of
factors that influence the development process within any restaurant or hotel. These factors can
be related to external environment or the internal capabilities of restaurant's task force to achieve
desired results
LACK OF TECHNOLOGICAL FRAMEWORK
Every development process within any business environment require a strong support of
technologies that smooth en the designed process of development. In case of restaurants or
hotels, various technologies can be used to upscale the level of existing working pattern of staff
and management team (Rodríguez and et.al., 2018). For instance, Ledbury restaurant for its new
food concept may utilizes or opt for different advanced temperature systems to easily prepare a
blend of Anglo-Italian themed food items. Similarly, it may also consider the effective
implication of automated storage and regulated systems to being efficiency among employees.
Apart from using technologies for cooking purposes, There is a room which is used for
implementing effective market segmentation, analyze the preferences of Anglo- Italian cuisine
within the customers of UK (Sands and et.al., 2018). Its management team may undergo for
strategic costing or pricing strategies with the help of different marketing intelligence software.
They may utilize business intelligence software to assess nature of competitors, market analysis
etc. the selected restaurant may undergo for variant of promotional, advertisements and
marketing activities. It can opt for different live feedback or suggestions, reactions of public
regarding its Anglo-Italian food concept with help of social media.
SOCIAL FACTORS
In case of product development process with respect to any restaurant or hotel, social
factors are the most impacting or influential factors. It is directly related to the nature,
preferences, perception of customers regarding any dish or food concept. For instance, people
who generally prefer spicy food or cuisines will not opt for Italian cuisine (Fuller, 2016).
Similarly, for Ledbury restaurant's new food concept, its regular customer may choose the
restaurant's special dish rather than experimenting for its new blend.
Another social factor may be the cultural diversity existing in country which is the most
influential element affecting development process of restaurants or hotels. For example, with its

new food concept, the Ledbury restaurant has a room to attract large pool of Italian customers as
well. The cultural diversities may deliver a loss to a restaurant if it serves American food in Italy
or vice- versa.
Age group of customers may be one of an important social factor that must be taken into
consideration during any development process (Abbey, Wright and Capra, 2015). For instance,
Italian food like pasta is tempting dish for children in a room while a blend of any another food
concept with Italian food may not preferred by them. Ledbury restaurant have not considered this
particular factor before launching or introducing their new food concept, therefore it may
influence its development process.
Taste and food choices of customers act an important factor within development process
of any restaurant. As per the new food concept of Ledbury restaurant is considered, it need to
strategically assess the level of preferences of introduced Anglo-Italian themed food within its
regular customers (Rodríguez and et.al., 2018). It may increase level of its potential customers as
well if it undergoes for an effective assessment related to food choice and taste preferences of its
customers.
ECONOMIC OR FINANCIAL FACTORS
This is another significant factor that hampers the developmental process within any of
the business environment or activities. In the context of any restaurant or hotel these factors may
adversely affect its development process if not addressed with proper solutions or strategies. For
example, the unstable economic condition of any country can be a part of concern for restaurant's
development process (Raskind and et.al., 2017). In case of Ledbury's new food concept, with
poor economic conditions of UK it may become extremely difficult for its systems to execute
smooth supply chain management.
Financial condition of customers also need to be analyzed before fixing or selecting any
pricing strategy for any of food concept or dishes. Therefore, there is a room to check inflation
rate which may affect the primary and secondary logistic and procurement activities within
restaurant. This economic instability shatters the productivity of employees which hampers the
overall growth, customers' loyalty and quality services of restaurant. Hence, economic instability
is the most considerable or influential factor for development process for any restaurant.
Apart from the above mentioned factors, the development process for any restaurant is
highly depends upon the internal strength and capabilities of the establishment (Thaivalappil and

et.al., 2018). Lack of talented workforce may deliver dissatisfaction to customers and thus
providing low profit margins of restaurants. To reduce any incompetency within staff members,
Ledbury restaurant has planned proper training program related to its new food concept.
Management with executives chef of the restaurant selected an appropriate system to evaluate
employees' performance and inefficiencies
CONCLUSION
The report has been summarized about the proper planning and implementation of
product development processes must be implemented by overall involvement of management,
executive chef and staff. The report has included that before undergoing or planning for any
development process, assessment related to taste and preferences of customers is an effective
method to overcome future failure of the plan. Stages of menu product development are
discussed in this report. Identification, engaging, innovation, development, execution and
activation stages are framed in development process. The study has laid emphasis of
technological and economic factors which influenced the development process of menu in
restaurant. Hence, it is analyzed to consider while implementing any development plan in
restaurants.

REFERENCES
Books and Journals
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System. International Journal of Scientific Engineering and Technology. 5(12). pp.546-
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Fuller, G. W., 2016. New food product development: from concept to marketplace. CRC Press.
Gordon, R. T. and Brezinski, M. H., 2016. The complete restaurant management guide.
Routledge.
Jeong, E. and et.al., 2019. A scale for restaurant customers’ healthy menu choices: individual
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Raskind, I. G. and et.al., 2017. Decision-making processes shaping the home food environments
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Su, C. S. and Lu, P. H., 2018. A study of the factors influencing customers’ impulse buying
behavior in restaurants. Advances in Hospitality and Tourism Research (AHTR). 6(1).
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Thaivalappil, A. and et.al., 2018. A systematic review and thematic synthesis of qualitative
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Online
CULINARY RESOURCES. 2018. [Online]. Available through:
<https://www.wlfoods.com/culinary-resources/>.