Menu Design and Food Concept Report for Donatello Restaurant

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.

TASK B

3.1 Justification of a menu design to reflect menu
compilation and recipe development
• Menu development and planning process has its important role in
providing effective and efficient food service to its customers.
• Customers of Donatello will also consider the menu for selection of
products they need to order.
• Further, menu and its content usually play as essential role in selling
process of organisation.
• Similarly, recipe development is also critically involved in the sale
of products of organisation.

• In this context, paper based menu is the most common form which is also
adopted by Donatello in their restaurant to provide appropriate service
methods.
• Design or the kinds of menu is also based upon different type of
operations which are performed by organisation.
• . Here in the kinds of products which are served by organization also
plays an important role in from study that hospitality firms always offers
those products to customers which consists of various elements also
provide options if they will need to have anything extra like toppings.

Sample menu for DonatelloSample menu for Donatello

3.2 Development of the food service environment to
support the menu recipe and service style
• Environment of food service is considered as important system through
which procedure right from the production of food till its delivery to
customers are analysed and monitored, maintained and regulated.
• Analysis present situation in Hospitality sector such as environment will
play an important role in not only providing hygienic food but also
influencing them to develop competitive edge on rivals.
• Moreover, it is also considered as appropriate for manager in Donatello
in order to comprehend these dimension of restaurant such as Lighting,
using attractive colours, peace, place, arts, crafts and paintings etc.

4.1 Findings of research to customers requirements
for new food concept.
• In order to achieve success in new food concept of Multi cuisine
restaurant, It is considered as important for hospitality organisation
to emphasize upon the requirements of consumers.
• New product development concept requires various skills,
knowledge and abilities. This can be determined by creation of
Multi cuisine dishes for customers.
• An authentic flavour of meals will involve in new menu that will
provide an authentic taste and luxurious feeling to the customers.

• However, a fresh concept of Multi cuisine restaurant can be launched by
Donatello with an appropriate consideration of proposing a considerable
new format of food.
• Moreover, meals will primarily be initiated with the starters. Italian
cuisine dishes in which organisation has its specialisation will be offered
to customers along with other products.
• This will aid organisation to attract customers having diversified culture
and background at tourist destination. This new concept of food tends to
provide growth and recognition to organisation in hospitality industry.

4.2 Justification for choice of new food concept
• There are various factors which are used to provide justification
behind selection of this new food concept are mentioned above:
• Customers Preferenace: This factors provide clear understanding
that concept of developing new multi cuisine restaurant is unique
and it will get response of large number of customers in market.
Donatello is mainly known for providing quality products and this
principle can also be involved in their new products concepts to
attracts customers.

• Competitive advantage: This unique concept will also provide a
competitive advantage to Donatello in market and they will be able
to raise their market share in hospitality industry. Providing new
dishes will tend to raise the demand of products among customers in
market.

• Innovation: It is an innovative concept because currently there are
no such restaurants in UK which are providing quality of Multi
Cuisine dishes in their restaurant. Innovation in existing products
will also be done to attract high number of customers.
• Brand image: Establishment of new Multi Cuisine restaurant will
also tend to raise the recognition of organisation among customers
across countries. By adopting new marketing techniques Donatello
can also raise its branding in market.

4.3 Recommendations on launch/ implementation of
new food concept
• For introduction of new food concept, some important measures
have been taken by organisation. These important ways are
appropriate mentioned below:
• Appropriate marketing events can be organised by Donatello to
attract customers.
• Special offer can be provided to customers on purchase of products
and services.

• Marketing strategies must be prepared to attract potential customers.
• Organisation can also attract its previous potential customers for
promotion and implementation of new food concept.
• Organising food competition for local people at prominent places.

4.4 Own performance in relation to development and
implementation of new food concepts
• Appropriate analysis of capabilities and need of improvement in areas
of operations.
• Own performance in relation with implementation of new products
concepts will be appropriate and I will also provide innovative ideas to
donatello as an Executive Chef to prepare new dishes in restaurant.
• Appropriate research and analysis of customers preference will be
done for making products more attractive and delicious to raise
demand.

• Appropriate hygiene will be maintained at the time of providing
services
• New and authentic flavours of different cuisine will be provide to
customers at one place.
• Staff of production and service will also be trained and their
performance will be monitored by taking response of customers.

References
• Malik, S. and Kumar, S., 2012. Factors Affecting Menu Planning In Hotels: A
Study of North India. Innovative Journal of Business and Management, 1(06).
• Boo, G. and Bae, H.J., 2016. Survey on menu preferences of adults for Korean food
made from Korean traditional sauces. Journal of the Korean Society of Food
Science and Nutrition, 45(1), pp.126-136.
• Ware, B.J. and Ware, C.L., 1989. Fundamentals of menu planning. Van Nostrand
Reinhold.
• Drysdale, J.A. and Galipeau, J.A., 2002. Profitable menu planning. Prentice Hall.
• Hwang, J. and Lorenzen, C.L., 2008. Effective nutrition labeling of restaurant
menu and pricing of healthy menu. Journal of Foodservice, 19(5), pp.270-276.

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