Unit 21 - Menu Development, Planning and design

Menu Development, Planning
and design

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1 .................................................................................................................................................3
P1 Examine the principles of menu planning and design............................................................3
P2 Various customer and business requirements for maximising profits...................................4
LO2..................................................................................................................................................5
P3 Key factors to consider while costing and pricing menus......................................................5
P4 Produce accurately costed and priced menus to meet a range of customer requirements......6
LO3..................................................................................................................................................8
P5 Realistic plan to develop menu that meets customer's and business requirements................8
P6 Producing a menu that satisfies customers and business requirements..................................9
P7 Test and evaluate Menu........................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
A menu is a strategic tool used to communicate between the restaurant and the customer,
informing all the products a hotel or restaurant has to offer and their respective prices charged. It
showcases all of the products available for the customer to choose from as they wish. Generally,
there are 3 different types of menus for Pasco Cafe' to choose from: static, cyclic and daily
menus. Menus which have been decided and implemented without making any changes to it are
static menus. Menus which implement changes to their pattern on a regular basis to meet
customer's demand or integrate seasonal produce into the menu are called cyclic menus. Daily
menus are planned for a particular event or are changed on a daily routine.
LO1
P1 Examine the principles of menu planning and design
The are many principles of menu design and planning Pasco Cafe' can use depending on
the type of establishment and cuisines they serve. Most important ones are, appropriate menu
types are chosen depending upon the type of establishment and the customers it caters to in order
to maximise market share and optimise profitability (Payne-Palacio, 2016). The location in
which the establishment operates in plays a huge role in menu designing in order to attract
potential target market. Menus also have to take into account the quality and functioning of
equipments in the kitchen. Menus have to charge fair prices for their services in order to be
successful. Consistent availability of ingredients and the chef's experience with them also
impacts menu designing. Menus should be designed by using languages customers are
comfortable with for smooth operations. Different variety of dishes should be emphasised in the
menu in order to maximise choice available to the customers. While designing a menu,
administration should always keep the target customer's cultural background and dietary
preferences or habits, in their mind as this would help the restaurant achieve customer
satisfaction easily. Pasco Cafe's administration should be prepared while designing menu by
having conducted thorough market research on target customers and having analysed the current
food and menu trends in order to keep the menu fresh and relevant to target market in which they
intend to operate (Cruz Moreira and et.al., 2018). Lastly, the menu's inherent aesthetic appeal
also plays a major factor on what customers end up ordering. How food items are presented in

the menu, along with their texture, colour, shape and accompanying information influences
customer's interest in eating that dish.
P2 Various customer and business requirements for maximising profits
There are various customer and business requirements that need to be fulfilled in order to
maximise Pasco cafe' profitability.
Customer Requirements: Trends in customers behaviour change continuously, and it is necessary
for Pasco Cafe' to evaluate such trends, adapt to them and reflect these changes in their
operations in order to meet the market's requirements and maximise productivity and profits.
Currently, the biggest upcoming customer trend is ordering food over the internet and having it
delivered to their desired destination. Ever increasing popularity of mobile food ordering
application such as Zomato, UberEats shares insight into these changing trends and how the
society is preferring to order and deliver food online as compared to cooking at home. For Pasco
Cafe' aiming to increasing its market share and generating higher profits, these trends have to be
analysed and implemented in their operations to reflect the changing customer needs (Baiomy,
Jones and Goode, 2019). Failure to keep up with these customer trends can ultimately result in
loss of potentially huge market share, dwindling profits and productivity, while competitors that
adapted to and integrated trends quickly, reap benefits.
Business Requirements: There are various business requirements that have to be analysed and
addressed by Pasco Cafe' during menu planning process in order to maximise profitability. These
include analysing the experience and training requirements of chefs and staff, evaluating the
quality and functioning of equipments and facilities available to the kitchen, feasibility of menu
in relation to preparation time and target market requirements. Another major business
requirement is consistent acquisition of quality raw ingredients on a daily basis. Pasco Cafe' also
has to adhere to various legal health and safety regulations, mandated by state authorities.
Planned strategies such as menu engineering are needed by the administration to address these
business requirements in order to optimise Pasco Cafe's productivity and profitability.