HAT302 Food & Beverage: Menu Review and Redesign of Red Rooster

This report presents a comprehensive review and proposed redesign of the Red Rooster menu. It begins with an overview of Red Rooster, highlighting its history, offerings, and market position. The menu review identifies strengths, weaknesses, and potential issues in the current menu design, including the number of items, menu classifications, variety, nutritional value, and overall appeal. The report suggests an alternative menu concept with attractive images, affordable prices, bold design, larger fonts, and bright images to address the identified issues and enhance customer engagement. The original and redesigned menu blueprints are presented for comparison, along with a list of references.

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Menu Review and Redesign
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Food and Beverage Management
Table of Contents
Overview of Red Rooster............................................................................................................................2
Menu Review of Red Rooster......................................................................................................................2
Original and Redesigned menu blueprint of Red Rooster............................................................................4
References...................................................................................................................................................6

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Food and Beverage Management
Overview of Red Rooster
Red Rooster was founded in 1972 is a chain of Australian fast food restaurant that
specializes in serving roast chicken. The first Red Rooster store was opened in 1972, in Perth
suburb of Kelmscott, Western Australia (Lasek, Cercone and Saunders, 2016). There possess a
wide range of products including half roasts, whole roasts, burgers, wraps, salads, desserts,
beverages, promotions formerly including Cheese and Mac and fish related products. It is owned
and executed by parent company Craveable Brands (Vadiveloo et al., 2017). Its headquarters is
located in Chatswood, New South Wales, Australia. From 2012 except Tasmania there were 360
stores in all the states of Australia. The number of employees in the restaurant comprises of
around 7500 people. It promotes its restaurant as being quick, fresh and healthy. It provides
quick delivery service to its customers where it delivers from over 220 restaurants all over
Australia (Repetti and Roe, 2018). The menu concept of Red Rooster is designed to define the
characteristics of the restaurants. To promote its menu concept the restaurant has created an
attractive and engaging to grab the attention of customers. Therefore, it makes use of RedChilli
WordPress restaurant theme to make the website more interesting and attractive. The theme
comprises of various designs along with entire information based on current menu concept
(Denizci Guillet, Law and Kucukusta, 2018).
Menu Review of Red Rooster
Red Rooster comprises of wide range of items in its restaurant and menu list. It
specializes in preparing and serving roast chicken to its customers across Australia (Guchait,
Paşamehmetoğlu and Lanza-Abbott, 2015). The popular items of the restaurant are whole roast
chicken, summer feast, chicken loaded chips, chicken and salad meal, wholesome roast, classic
half, classic quarter and family roast. All these items are available in the family pack and pop
family meal (Wansink and Love, 2014). The restaurants not only serve roasted chicken but also
wraps, rolls, burgers, fish meals, streets ice-cream and sides and snacks to millions of customers.
Some of the items are available only in the selected outlets such as chicken chippies, red rooster
chip dip, lamington mouse, Mac and cheese roles and many more (Cho, Bonn and Kang, 2016).
It promises to provide its customers with handcrafted items that make use of locally sourced
finest ingredients overloaded with flavors. Its menu options consist of drinks menu, kid's menu,
and adult menu (Denizci Guillet, Law and Kucukusta, 2018). It aims to provide fresh items to its

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Food and Beverage Management
customers at a reasonable rate. Therefore, as compared to its competitors the cost of roasted
chicken is comparatively low by 10% to 20%. The nutritional value varies for different items. It
promises its customers to provide nutritional items that are fulfilled with nutritional values that
will be good for their health (Shimmura, Fujii and Kaihara, 2017). The food items of Red
Rooster comprise of macronutrients where the roasted chicken consist of 0% cholesterol, 40%
saturated fat, 7% carbohydrates, and 92% sodium.
Presently Red Rooster is facing numerous problems due to its menu design because of
several reasons. Some of the items included in the menu card are not appealing and too costly
which fails to attract a wide range of customers. The menu card is overloaded with roasted
chicken instead of other menu options that seeks the attention of the people (Vaccaro and
Huffman, 2018). The websites of its competitors are more attractive and engaging that grabs the
attention of the people. Therefore, the restaurant is in need to redesign a new menu card followed
by their objectives to fulfill the requirements of the customers. Therefore, the alternative menu
comprises of attractive images along with items with affordable price (Cornelsen et al., 2017). It
is observed that the menu card possess tiny fonts and dim lighting which makes it difficult for
the customers to view the items. Hence, the newly redesigned menu consists of bold design,
large fonts and bright images which will attract the customers and make them feel interesting in
reading the menu options (Linassi, Alberton and Marinho, 2016).

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Food and Beverage Management
Original and Redesigned menu blueprint of Red Rooster
Original Menu of Red Rooster
Figure: Original Menu of Red Rooster
(Source: Red Rooster, 2018)

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Food and Beverage Management
Redesigned menu of Red Rooster
Burgers SNACKS KIDS MEALS
CHICKEN CHEESE & BACON MAYO WRAP DRUMSTICK
ORIGINAL CRISPY CHICKEN CRISPIES 3 NUGGETS
BBQ BACON CRISPY PINEAPPLE FRITTER 1 PIECE OF
FISH
CLASSIC CRISPY CRISPY STRIP
CHEESEBURGER
DIP YOUR CHIPS

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Food and Beverage Management

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Food and Beverage Management
References
Cho, M., Bonn, M.A. and Kang, S., 2016. A nonlinear approach to the congruence of perceived
uncertainty and information sharing with suppliers: Effects upon startup and established
restaurants. International Journal of Hospitality Management, 58, pp.82-94.
Cornelsen, L., Mytton, O.T., Adams, J., Gasparrini, A., Iskander, D., Knai, C., Petticrew, M.,
Scott, C., Smith, R., Thompson, C. and White, M., 2017. Change in non-alcoholic beverage sales
following a 10-pence levy on sugar-sweetened beverages within a national chain of restaurants in
the UK: interrupted time series analysis of a natural experiment. J Epidemiol Community
Health, 71(11), pp.1107-1112.
Denizci Guillet, B., Law, R. and Kucukusta, D., 2018. How do restaurant customers make trade-
offs among rate fences?. Journal of foodservice business research, 21(4), pp.359-376.
Guchait, P., Paşamehmetoğlu, A. and Lanza-Abbott, J., 2015. The importance of error
management culture in organizations: The impact on employee helping behaviors during service
failures and recoveries in restaurants. Journal of Human Resources in Hospitality &
Tourism, 14(1), pp.45-67.
Lasek, A., Cercone, N. and Saunders, J., 2016. Restaurant sales and customer demand
forecasting: literature survey and categorization of methods. In Smart City 360° (pp. 479-491).
Springer, Cham.
Linassi, R., Alberton, A. and Marinho, S.V., 2016. Menu engineering and activity-based costing:
an improved method of menu planning. International Journal of Contemporary Hospitality
Management, 28(7), pp.1417-1440.
Red Rooster. (2018). Menu | Red Rooster. [online] Available at:
https://www.redrooster.com.au/menu/ [Accessed 20 Dec. 2018].
Repetti, T. and Roe, S., 2018. Minimum wage change effects on restaurant pricing and
employment. International Journal of Contemporary Hospitality Management, 30(3), pp.1545-
1562.

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Shimmura, T., Fujii, N. and Kaihara, T., 2017. Staff motion reduction at a Japanese restaurant by
kitchen layout redesign after kitchen simulation. Procedia CIRP, 62, pp.106-110.
Vaccaro, J.A. and Huffman, F.G., 2018. Are US consumers using MyPlate and restaurant menu
labels and does their use equate with dietary and exercise behavior?. Journal of Consumer
Behaviour, 17(4), pp.418-425.
Vadiveloo, M.K., Malik, V.S., Spiegelman, D., Willett, W.C. and Mattei, J., 2017. Does a grill
menu redesign influence sales, nutrients purchased, and consumer acceptance in a worksite
cafeteria?. Preventive medicine reports, 8, pp.140-147.
Wansink, B. and Love, K., 2014. Slim by design: menu strategies for promoting high-margin,
healthy foods. International Journal of Hospitality Management, 42, pp.137-143.