Menu Development: Meeting Customer Needs at Colbeh Restaurant, UK

This report provides a comprehensive analysis of menu development planning and design for Colbeh Restaurant, a Persian restaurant established in 2001. It covers the principles of menu planning to meet customer and business requirements, including balancing nutritional needs, considering gender and race, addressing medical requirements, and managing costs. The report compares different menu types, such as A la carte, static, Du jour, and fixed menus, and examines how customer requirements like food quality and business requirements like employee training and market research impact menu design. A realistic plan is proposed to develop a menu that maximizes profitability by introducing new dishes, focusing on vegan options, and dividing the menu into logical sections. The plan emphasizes the importance of continuous testing, evaluation, and improvement based on customer feedback, and includes key performance indicators (KPIs) to measure success, ultimately aiming to attract new customers and retain existing ones.

Menu Development
Planning and Design

Table of Contents
INTRODUCTION......................................................................................................................4
MAIN BODY.............................................................................................................................4
TASK 1......................................................................................................................................4
Principles of menu planning and design to meet customer and business requirements.........4
Determine customer and business requirements which need to be fulfilled to maximise
profits.....................................................................................................................................6
Compare a range of different menus and the customer and business requirements which
have impacted their design.....................................................................................................7
Analyse how customer and business requirements impact the design of a broad range of
menus and make recommendations to meet future trends.....................................................7
Task 2.........................................................................................................................................7
P3 Key considerations of costing and pricing menu (covered in PPT)..................................7
P4 Produce appropriate costed & priced menus to meet range of customer requirements
(Covered in PPT)....................................................................................................................7
M2 Approaches to menu coasting and pricing and use effective method to accurately cost
and price menu to maximize profit (Covered in PPT)...........................................................7
TASK 3......................................................................................................................................8
Produce a realistic plan to develop a menu which meets customer and business
requirements to maximise profitability..................................................................................8
Produce a realistic menu using a fully researched and costed plan that meets the overall
business objectives.................................................................................................................9
Produce a menu which meets customer and business requirements to maximise
profitability.............................................................................................................................9
Test and evaluate the menu produced..................................................................................10
Make justified recommendations for improvement based on tests and evaluation of the
menu.....................................................................................................................................10
Produce an in-depth plan for menu development, including KPIs to measure success.......11

CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................12
Books and Journals:.............................................................................................................12

INTRODUCTION
The hospitality industry is one of the fastest-growing industries in the UK. The
success and growth of the industry is depending on their quality of services. It includes all the
facilities and services in which the menu is playing an important role (Kim, 2020). This is
necessary to understand that a restaurant is running because of its menu card as it has the
capacity to attract new customers and retain existing customers. Due to this, it is very
important for restaurants to plan their menu card again so that they can provide some new and
best services. In this context, Colbeh restaurant will be undertaking in this report. Colbeh
restaurant is the little gem restaurant which was established in 2001. It is the cosy spot that
used by visiting tourists and loyal customers. The walls of restaurant are beautifully displayed
with Persian artwork. In Colbeh restaurant, the menu has extraordinary combinations which
include traditional recipes and ingredients of Persia. This report will be covering a menu
planning and designing idea so that restaurant can attract new customers as well as retain
existing customers. It will also cover some important key considerations and constraints
which should be taken into consideration of planning and designing menus. Report will cover
principles of menu planning and designing in order to meet customer and business
requirements.
MAIN BODY
TASK 1
Principles of menu planning and design to meet customer and business requirements
For the success and growth of any restaurant, it is important for them to plan their
menu in an effective way (de Albuquerque Meneguel, Mundet and Aulet, 2019). It should be
included introduction of new dishes which have a capacity to attract targeted customers
towards restaurant. It is very important for the restaurant that they need to follow all the
principles when they are focusing on planning and designing the menu. It is identified that
there are some factors that affect menu planning is customer satisfaction and management
decisions. It is important for Colbeh restaurant to consider both of these areas when they are
planning their menu. Some important planning principles are mentioned below:

 Balance: It is the first and foremost principle that needs to be followed by Colbeh
restaurant so that they are able to maintain the balance of all nutrients in the food such
as vitamins, minerals, proteins, etc.
 Gender: Every type of customer come to the restaurant so it is very important to
make sure by Colbeh restaurant that their food product should not be the focus is only
one gender.
 Race: The UK is one of the countries in which racism is becoming an important issue
and that's why many restaurants are doing unfair behaviour with customers on the
basis of racism (Weriza and et.al., 2021). It is important to note for restaurants that
they should not discriminate on the basis of racism with their customers.
 Medical requirements: Health is an important factor that needs to be considered at
priority by restaurants that can be possible only when they have all the medical
requirements available in their place (Lai and et.al., 2019). When staffs of the
restaurant is performing their task in restaurants then there are many situations come
where they need medical requirements so it is very important for Colbeh restaurant to
make sure that they should provide all the necessary medical requirements suggest
fire extinguishers.
 Costs: The cost of the menu is playing an important role as most of the customers are
coming to the restaurant only on the basis of cost. If customers feel that they are
paying high for the dish which they ordered then and they will not be purchase in
future and vice versa. So it is necessary that restaurants should reduce the cost of
production and provide menu dishes at reasonable prices.
These are the important principles that need to be followed by restaurants. In addition
to this, it is necessary for the restaurant to provide different types of menus according to the
needs of customers and business requirements (Băltescu, 2020). Then they are able to achieve
their goals and objectives. Some important types of menus are mentioned below:
 A la carte menus: It is found to be an important type of menu in which every item
has listed their price separately which becomes very flexible for customers to order.
 Static menus: The static menu you found to be a larger menu is divided into
categories that generally do not change very often. It is found that this is the most
widely used menu in today's time period.

 Du jour menus: It is the type of menu which is changing every day and depending on
available in the kitchen of the chef (Özgen, Binboğa and Güneş, 2021). It totally
depends on the availability of products in the kitchen.
 Fixed menus: A fixed menu is one of the types of menus in which there are very few
options and a fixed total price. It is also known as a set menu.
Determine customer and business requirements which need to be fulfilled to maximise profits
The main objective of any restaurant is to earn and maximize their profits so that they
can run their business very well and survive in the market for a long term period. But it is not
an easy task because it requires satisfying and fulfilling the customers’ and business’
requirements (Kerins and et.al., 2018). So that's why the restaurant needs to consider all the
customer and business requirements in which some of them are explained below:
Customer requirements
 Quality of food and drink: Qualities are found to be an important requirement for the
customers and the decision always depends on the quality of food and drink. It is
identified in the market that customers need tasty as well as well presented food
dishes so that they can enjoy their food in the restaurants. It is identified and current
market that customers are mainly focusing on the quality of food products.
 Start ups: It is identifying that customers are mainly require to get best start ups so
that they can start their day with good quality of foods. It should be include few
snacks and drinks (Wijaya and Rakhmawati, 2019). In the case of Colbeh restaurant,
it is found that they are providing best quality and wide varieties of start ups which
becomes their best part of restaurants.
Business requirements
 Employees’ training: It is very important for an organisation that they need to provide
proper training to their staff member so that they can enhance their skills and talent in
order to achieve their goals and objectives. Skills and talent included soft and hard
skills which do not only improve their academic but also employability skills and they
are able to communicate effectively with their customers.
 Market research: Market research is found to be a basic requirement of any business
and that's why it is necessary to conduct by restaurants (da Costa Maynard and et.al.,
2020). Every day the customers' requirement is changing and that's why it is

necessary for the restaurant to analyse the trends in the market. It can be possible with
the help of market research.
Compare a range of different menus and the customer and business requirements which have
impacted their design
From the above discussion, it is identified that there are many types of menu available
in the market and Du Jour Menu is found to be the most common menu that is used by every
restaurant in today's time period. On the other hand, A La Carte restaurants are providing
prices to each and every type of item on the menu. In addition to this, fixed menu and static
menus are also discussed. In the process of designing and planning a menu, it is important for
the company to decide that which type of menu they need to consider in the restaurant by
identifying the capacity to fulfil the customer and business requirements.
Analyse how customer and business requirements impact the design of a broad range of
menus and make recommendations to meet future trends
It is analysed that there is a significant impact of customer and business requirement
for designing of menu. Customer requirement includes quality of food products which needs
to be considered by restaurant when they are designing their menu card. Similarly business
requirement such as marketing research is very helpful for restaurant as they are able to
analyse the current trends in the market that preferred by customers. So that’s why it is
recommended to all the restaurants that they need to hire skilful employees who possess all
important skills and knowledge. It helps the restaurant to achieve their target market.
Task 2
P3 Key considerations of costing and pricing menu (covered in PPT)
P4 Produce appropriate costed & priced menus to meet range of customer requirements
(Covered in PPT)
M2 Approaches to menu coasting and pricing and use effective method to accurately cost and
price menu to maximize profit (Covered in PPT)

TASK 3
Produce a realistic plan to develop a menu which meets customer and business requirements
to maximise profitability
For the purpose of meeting, the needs of customers it is very important for a student
to develop a realistic plan of menu which is not only meeting the needs of customer but also
helps to enhance the profitability (Jayawardena, Wijesundara and Herath, 2022). It is very
well known by every organisation in hospitality industry that it didn't need to fulfil the needs
of customers so that they can increase their profitability. For that purpose be need to
formulate a realistic plan which is able to achieve their targeted goals. In the case of Colbeh
restaurant, they are focusing on introducing new food dishes on the menu and this is the
reason that they are planning to redesign their menu card which is not only able to attract new
customers but also retain their existing customers. For that purpose they are using various
innovative ways to plan their menu which helps to enhance the profitability of restaurant. For
example, the current market trend is focusing on vegan food products as customers are
mainly focusing on vegetarian food products. For that purpose, restaurant is providing both
food items including veg and non veg food dishes. Some important factors which need to be
considered in order to meet customer requirements are mentioned below:
 The first thing which needs to be make sure by Colbeh restaurant is the need to divide
their menu into logical sections so that all the customers can easily choose their order.
They need to divide their menu in such a way that beverages are mentioned in a
separate section and other alcoholic items are mentioned in separate section.
 The next important factor which needs to be considered is using of pictures in the
menu card. After the market research, it is found that customers are attracted with the
help of pictures as they get an idea about the food products (Kim and et.al., 2021). It
is also found that using of pictures in menu will be become very attractive and people
are able to enjoy the products.
 Another important factor is using of typography in which restaurant need to make the
menu more attractive with the use of typography which is a unique style of writing.
Style of writing is also providing a great impact on attracting the customers.
 It is very important for a restaurant that they need to present their data in boxes in
which each and every box should be outlined so that customers are able to clear out
each section in an effective manner.

Produce a realistic menu using a fully researched and costed plan that meets the overall
business objectives
For producing a realistic menu, it is very important for restaurant that didn't need to
fully research and costed their plan so that they are able to meet overall business objectives.
Colbeh restaurant is found to be a little gem restaurant which is mainly focusing on satisfying
the customer needs and that's why they should focus on quality and cost of products and
services provided to customers. It is necessary for them to include starters, beverages and
other food items which are able to attract more and more customers.
Produce a menu which meets customer and business requirements to maximise profitability
For increasing the profitability of any restaurant, it is very important for them to
produce a menu in such a way which is really helpful for fulfilling the demands and needs of
their loyal customers (Arsalan, 2021). That means if customers of Colbeh restaurant needs
changes in food dishes then it is important for restaurant to change it. It is really helpful to
provide satisfaction to their customers which help them to increase their profitability. In
addition to this, it is necessary for restaurant to undertake all the important marketing trends
related to hospitality industry which is really helpful for them to make profits. The
operational department of Colbeh restaurant is making sure that their customer should not left
their restaurants without providing feedback. Menu of Colbeh restaurant t is mentioned
below:
Start-up
Orange juice 4
Tea 2
Veg soup 7.5
Fruit salad 6
Most sold food dishes
Fish and Chips 15
Bangers and Mash 34
Shepherd's Pie 22

York shire pudding 20
Beverages
Hot chocolate 3.7
Cold coffee 4
Mocktails Large- 80
SODA 50
Test and evaluate the menu produced
It is necessary for restaurant to test their menu which they are designed for the
purpose of checking their efficiency in the market. This is very important for dam to check
that which item get the least orders from customers so that the shapes of restaurants are able
to take right decision about their food products. In addition to this, they also need to make
sure that which product gain highest attention of customers. This can be possible with the
help of using various kinds of ways that choose by restaurants. Some important ways
mentioned below:
KPI's: Key performance indicators are found to be important way which is really
helpful for restaurants to analyse efficiency of their menu. It has a capacity to identify and
analyse that which product has a capacity to attract their new customers and retain their
existing customers in the market. It is also very helpful to analyse that restaurants get high or
less orders at which time period.
Customer feedback: It is found to be another way which is really helpful for
restaurants to test the menu. Customers are providing greetings to specific food products of
the restaurant so it is very important to analyse the customer’s feedback by restaurants. This
will help them to test the efficiency of menu which they designed.
Make justified recommendations for improvement based on tests and evaluation of the menu
 It is recommended to restaurant that they need to focus on questioning in the process
of customers feedback as if they ask more questions from customers than they may be
become irritate. So it is very important for restaurant to provide questions which are
easy to answer and take less time.

 It is also recommended to the restaurant that needs to focus on marketing as it is the
function which is really helpful for increasing the awareness in the market.
Produce an in-depth plan for menu development, including KPIs to measure success
It is analysed that producing a induct plan for menu development should include key
performance indicators so that they are able to measure their success. Without measurement
of success, they are unable to make further plan. It is also found that key performance
indicators are a very helpful for restaurants to analyse the performances of menu and their
staff in which customers give feedback about them. Restaurants are able to take right actions
at right time period the analysis of key performance indicators
CONCLUSION
It can be concluded from the above discussion that development of effective and
attractive menu for restaurant is very important as it helps to gain high customer satisfaction
and profitability in the restaurant. This report covered principles of menu planning such as
balance, quality, etc. In addition to this, types of menu are also covered in this report which is
really helpful for restaurant and to satisfy the customer's needs and wants. From analysed the
discussion, it is recommended to the restaurant that they need to focus on customers
requirement and also make shows that cost of food product should be reasonable which is
really helpful for achieving their target market. This report also includes factors which
provided a great impact on the decision of restaurants such as pricing strategies, legal factors,
etc.

REFERENCES
Books and Journals:
Arsalan, S., 2021. Technology Adoption Of Millennial Generations In Implementation Of
Self Ordering Machine In Fast Food Restaurant. Turkish Journal of Computer and
Mathematics Education (TURCOMAT), 12(8), pp.556-560.
Băltescu, C. A., 2020. The relevance of online reviews for the development of restaurant
industry. Annals of the" Constantin Brâncuși" University of Târgu Jiu, (1), pp.42-47.
da Costa Maynard, D., and et.al., 2020. Sustainability indicators in restaurants: the
development of a checklist. Sustainability, 12(10), pp.1-25.
de Albuquerque Meneguel, C. R., Mundet, L. and Aulet, S., 2019. The role of a high-quality
restaurant in stimulating the creation and development of gastronomy
tourism. International Journal of Hospitality Management, 83, pp.220-228.
Jayawardena, H. N., Wijesundara, W. G. S. R. and Herath, H. M. J. P., 2022. Exploring
Organic Food Consumption Demand in Casual Dining Restaurants in Western
Province of Sri Lanka; From the Restaurant Managers’ Perspective. Asian Journal of
Management, Entrepreneurship and Social Science, 2(01), pp.18-37.
Kerins, C., and et.al., 2018. Barriers and facilitators to implementation of menu labelling
interventions to support healthy food choices: a mixed methods systematic review
protocol. Systematic Reviews, 7(1), pp.1-8.
Kim, M., 2020. The effect of 99-ending calories and anticipated guilt on restaurant menu
development strategy. International Journal of Hospitality Management, 89,
p.102570.
Kim, S., and et.al., 2021. The cognitive development of food taste perception in a food
tourism destination: A gastrophysics approach. Appetite, 165, p.105310.
Lai, H. B. J., and et.al., 2019. Can restaurant revenue management work with menu
analysis?. Journal of Revenue and Pricing Management, 18(3), pp.204-212.
Özgen, I., Binboğa, G. and Güneş, S. T., 2021. An assessment of the carbon footprint of
restaurants based on energy consumption: A case study of a local pizza chain in
Turkey. Journal of Foodservice Business Research, 24(6), pp.709-729.
Weriza, J., and et.al., 2021. RESTAURANT MENU DESIGN MUARO NEW SAND
JAMAK. Dinasti International Journal of Digital Business Management, 2(6),
pp.1095-1101.
Wijaya, A. F. and Rakhmawati, M. I., 2019. Analysis and Design of Restaurant Information
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