This report, prepared by an Executive Chef for a chain of Italian-themed restaurants, outlines the development and implementation of a new multi-cuisine food concept. It begins with a justification of menu design, emphasizing the importance of menu planning, recipe development, and the role of the food service environment. The report then analyzes customer requirements for the new food concept, focusing on preferences for multi-cuisine options and the advantages of offering diverse dishes. Justification for the chosen concept highlights customer preference, competitive advantage, innovation, and brand image. Recommendations are provided for launching the new concept, including marketing events, special offers, and strategies to attract customers. Finally, the report includes the author's assessment of their performance in relation to new product concepts, emphasizing research, hygiene, and staff training. The report concludes with a list of references supporting the analysis and recommendations.