Improving Food and Beverage Strategy: A Menu Review of Chicken Treat

This report provides a brief overview of Chicken Treat, an Australian food and beverage outlet, focusing on its menu and customer preferences. The report identifies issues with the current menu design, specifically the lack of pricing information on the company's webpage, which impacts online ordering and sales. Recommendations include optimizing the webpage to display prices alongside menu items, enhancing customer awareness and facilitating informed purchasing decisions. The analysis emphasizes the importance of aligning menu design with customer needs and preferences in the Australian market to improve overall business performance. Desklib offers a variety of solved assignments and study resources for students.

Running head: FOOD AND BEVERAGE MANAGEMENT
FOOD AND BEVERAGE MANAGEMENT
Name of the student
Name of the university
Author note

1FOOD AND BEVERAGE MANAGEMENT
1. Brief overview of the food and beverage outlet
Chicken Treat is a company, which originated in 1976 in Perth, expanded its business
through Western Australia, and later expanded throughout Australia. The restaurant has 60
outlets within Western Australia and two of the outlets in Central Queensland. The company
offers a range of rotisserie chicken, fried chicken and burger meals based on the preferences
of the Australian customers. The company also offers catering services as per the demands of the
customers in the market (Chicken Treat 2018). It has helped the business in bringing forth
modifications in the innovative menu creation. The expansion of the business in the Australian
markets is dependent on the factors of the quality selling and innovativeness in the menu, which
facilitates the changes in the preferences of the customers (Filimonau and Krivcova 2017). The
Australian customers give more priority to the quality of the products. Therefore, the company
has adhered to the standards that are set by the Australian Regulatory body, which has helped,
in the proper functioning of the business and its expansion in the Australian markets. The
current menu that is planned by the organization is dependent on the identification of the
preferences off the customers in the Australian markets. Crunchified chicken, rotisserie
chicken, fried chicken, burger meals and Deserts is the current menu that is maintained by the
business. It has helped the business in adhering to the requirements of the customers in the
market structure.
2. Menu Review
2.1 The existing issues in the design of the menu
The menu of the organization depends on the assessment of the customer needs and
preferences of the customers in the Australian markets (Ozdemir and Caliskan 2015). The

2FOOD AND BEVERAGE MANAGEMENT
meals that are offered by the organization are especially snacks and chicken based food
categories, which are roasted and fried. Deserts are also made available depending on the
assessment of the needs of the customers. However, the company does not place the price of the
food items that are offered by the restaurant, which affected the understanding of the customers
relating to the value that is proposed by the business (Liu et al. 2012). The webpage that is
created by the organization in support of their digital marketing need is not optimized and
thereby the menu does not portray the price of the food items along with the description of the
same. It has affected the online ordering system as the company has failed to notify its customers
with the price by which the quantity to be ordered by the customers can be influenced (Ozdemir
and Caliskan 2014). It has affected the sales of the organization and is a serious issue that is
faced by the business while undertaking the marketing and distribution of the foods and
beverages as per the identification of the demands of the customers. The severe issue that is
faced by the organization is based on the designing of the webpage where the price of the food
items is not shared with the customers (Feldman, Harwell and Brusca 2013).
2.2 Recommendations
The recommended actions that might be taken by the business are described in this
section. It helps in influencing an insight of the menu design that the organization, Chicken
Treat, must take to integrate and optimize the menus and their prices in a single page, which will
be opened through a link in the company’s product offerings page. It will facilitate the customers
with the required knowledge of the product and their respective prices and thereby enhance the
sales of the company. On the other hand, the company must also provide the details of the food
items in their webpage to make the customers aware so that they can choose from the menus
depending on the choice of the meals and the deserts.

3FOOD AND BEVERAGE MANAGEMENT
References
Chicken Treat. (2018). Chicken Treat. [online] Available at: https://www.chickentreat.com.au/
[Accessed 23 Apr. 2018].
Feldman, C., Harwell, H. and Brusca, J., 2013. Using student opinion and design inputs to
develop an informed university foodservice menu. Appetite, 69, pp.80-88.
Filimonau, V. and Krivcova, M., 2017. Restaurant menu design and more responsible consumer
food choice: An exploratory study of managerial perceptions. Journal of cleaner
production, 143, pp.516-527.
Liu, P.J., Roberto, C.A., Liu, L.J. and Brownell, K.D., 2012. A test of different menu labeling
presentations. Appetite, 59(3), pp.770-777.
Ozdemir, B. and Caliskan, O., 2014. A review of literature on restaurant menus: Specifying the
managerial issues. International Journal of gastronomy and food science, 2(1), pp.3-13.
Ozdemir, B. and Caliskan, O., 2015. Menu design: A review of literature. Journal of
Foodservice Business Research, 18(3), pp.189-206.