HAT302 Food & Beverage Management: Menu Review and Redesign

This assignment is a menu review and redesign for the course HAT302 Food and Beverage Management. It begins with an overview of the restaurant 'Long Chim' in Sydney, Australia, highlighting its unique Thai street food concept and atmosphere. The review evaluates the current menu's design, content, and potential issues, suggesting improvements such as incorporating colors, pictures, and detailed dish descriptions to enhance customer appeal. The assignment also includes a redesigned menu blueprint and references 12 sources. The goal is to develop student skills in understanding menu planning and its importance in successful food and beverage operations, as well as to foster fundamental evaluation skills in hospitality services. Desklib provides solved assignments and past papers for students.

Topic- Menu Review
Name
Class
Subject
Unit Code
Professor’s Name
Date

Menu Review 1
Contents
Restaurant’s Overview...............................................................................................................2
Menu Review.............................................................................................................................3
Redesigned Menu.......................................................................................................................5
References..................................................................................................................................6

Menu Review 2
Restaurant’s Overview
David Thompson, has set a new set-up in Sydney Australia with the name ‘Long Chim’
which means “Come and Taste.” The celebrity chef has brought some finest Thai street food
dishes in the kitchen of the Long Chim. The restaurant’s live kitchen has to serve a huge
variety of mouth-watering roadside eateries articulated by the chef himself (Bailly, G. and
Oulasvirta, A. 2014). Proud receiver of many rewards and awards in the food industry the
restaurant boasts the street-market feel with its vast shadowy and industrial space and along
with it the hissing smoke and fire from the kitchen adds to the atmosphere and smell of
sizzling food make people ask for more (Barton and Whitehead, 2008). The bar is like cherry
on the cake which provides a combination of western and Asian taste drinks. With two hats
award the restaurant has a lot to say about. The menu pricing is also considered competitive
against other nearby restaurants (Durack, 2018).
Image1: - Picture of the Restaurant’s Logo
Source: - https://www.longchimsydney.com/
The restaurant has to offer moderate rates for their main course that goes between $20-$40.
Rated 15.5 out of 20 the restaurant is considered as one of the best in the area. With the sizzle
and buzz people like to spend their family time at Long Chim.
The specialities of the menu include Thai bird's eye chilli, green peppercorns and Thai basil,
the Chiang Mai larp, gaeng gati gung, yam wun sen, etc.

Menu Review 3
Menu Review
Image 2- The current menu being used in Long Chim
Source: - https://www.longchimsydney.com
When a person comes down to a restaurant to eat he first eat with his eyes and then with his
mouth. This is the reason that the menu which is the first impression of the food should
define what should a customer expect from the restaurant (Florintino, C. And Mazur, C.
2015). The restaurant is set in the heart of the city and aims to cover a huge market segment
those want to eat something hot and delicious. But when a menu is received it more like a
table mat as it is a plan paper with a bit of red colour due to some lines and that’s it.
Therefore, some changes can be recommended for the menu of Long Chim (Escaron et al.,
2013).
Designing or aesthetic- The menu in consideration is just a paper with some lamination
which makes it the dullest part of the restaurant. Being a place where people are looking for

Menu Review 4
spices the use of such menu act against the ethics of designing a menu. Keeping the base
white and font black the menu should have some major changes (Ozdemir and Caliskan,
2015).
Menu says- The food offering in the menu is based on the colour, taste, and cuisine of New
Zealand, Dubai, and off course Asian countries Thai food. Along with it the menu includes
the dessert menu and cocktail menu those offer the starters as well as the ending sweet dish.
Though the street food of the Asian countries is considered as spicy with limits the target
segment. But, it also offers a variety of food those are not spicy in their taste. The lack of
information about such change taste make people confuse and look for some other options
(McCall, M. and Lynn, A. 2008).
What menu have to say- the given menu just informs the name of the dishes along with the
ingredient’s dish. The food has to offer a variety of food and then it could be asked to check
what is right to order y the customers. To keep the attention of the researchers on the menu
then it should be attractive and with complete Knowledge (Ozdemir and Caliskan, 2014).
Recommended- splash of colours and some pictures are needed to make the menu more
colourful and attracting thing. The menu is very simple and do not make the customers to
crave for a dish they found on the road. Some information about the dish is also
recommended (Subakti, 2011).

Menu Review 5
Redesigned Menu
Fig 2: - Suggested Menu Design
Source: - Self-Developed

Menu Review 6
References
Bailly, G. and Oulasvirta, A. (2014). Toward optimal menu design. interactions, 21(4),
pp.40-45.
Barton, R. and Whitehead, K. (2008). A review of community based healthy eating
interventions. Journal of Human Nutrition and Dietetics, 21(4), pp.378-379.
Durack, T. (2018). Long Chim Sydney review. [online] Good Food. Available at:
https://www.goodfood.com.au/long-chim-sydney/long-chim-review-20160908-grbpzo
[Accessed 17 Apr. 2018].
Escaron, A., Meinen, A., Nitzke, S. and Martinez-Donate, A. (2013). Supermarket and
Grocery Store–Based Interventions to Promote Healthful Food Choices and Eating Practices:
A Systematic Review. Preventing Chronic Disease, 10.
Florintino, C. And Mazur, C. (2015). Qualitative Assessment Of Menus Of Preparations In A
University Restaurant. Visão Acadêmica, 16(1).
Longchimsydney.com (2018). Long Chim Sydney – Long Chim means to come sample and
taste and our menus propose just that a balanced and generous selection of the best dishes
we can cook. [online] Longchimsydney.com. Available at:
https://www.longchimsydney.com/ [Accessed 17 Apr. 2018].
McCall, M. and Lynn, A. (2008). The Effects of Restaurant Menu Item Descriptions on
Perceptions of Quality, Price, and Purchase Intention. Journal of Foodservice Business
Research, 11(4), pp.439-445.
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.

Menu Review 7
Schoenle, R. (2016). International Menu Costs and Price Dynamics. Review of International
Economics, 25(3), pp.578-606.
Subakti, A. (2011). Contribution Margin and Popularity Analysis for Top Ten Menus in the
X Restaurant Bogor. Binus Business Review, 2(2), p.1046.
Valdivia Espino, J., Guerrero, N., Rhoads, N., Simon, N., Escaron, A., Meinen, A., Nieto, F.
and Martinez-Donate, A. (2015). Community-Based Restaurant Interventions to Promote
Healthy Eating: A Systematic Review. Preventing Chronic Disease, 12.