HAT302 Food and Beverage Management: Menu Review and Redesign Report

This report provides a detailed analysis of Zorambo, a "caftaurant" chain, focusing on its menu and business strategy. The report begins by introducing Zorambo, its concept of blending Indian street food with a cafeteria ambiance, and its growth plans. It then discusses the current menu, highlighting its fusion of flavors and quick-to-prepare dishes. A nutritional analysis of the existing menu is provided, followed by a discussion of potential improvements, including the addition of burgers and a complete vegan menu. The proposed new menu incorporates more organic and health-conscious options, aligning with current trends. The report concludes by emphasizing the importance of market research and the competitive landscape, positioning Zorambo against established brands like KFC and Cafe Coffee Day. The report also includes references to support the analysis.

Running Head: FOOD AND BREVARAGE MANAGEMENT
FOOD AND BREVARAGE MANAGEMENT
Name of the Student
Name of the University
Author’s Name

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FOOD AND BREVARAGE MANAGEMENT
The gastronomical world in constantly innovating and incorporating changes in order to remain
relevant in the increased market competition ((Petrini, 2015). Thus, talking about one of the
emerging food and beverages outlet that has been my personal favorite because of their
exceptionally well conceited approach towards setting a new trend in the food production market
is Zorambo. It is a very new startup chain which claims to be a “caftaurant”. It first
inaugurated its outlet in the Millennium City, Gurugram, in India. The company is showing
promising results in its growth rate with around 200 outlets in India and makes pans to go global
and capture sizeable market in the UK, Ireland, Germany and Singapore over the next 48 months
and plans to hit the 5000 mark by the end of 2030 via distribution led model (Business Standard,
2019)
Now coming on to its exclusiveness is its fusion menu that intends to bring together the
Indian Street food gastronomy with a fusion of cafeteria ambience (Zorambo.com, 2019).
The basic aim of this start up is to bride in the gap between authentic Indian Cuisine restaurants
which lack the variety of beverage options that cafeterias have while get an access the authentic
Indian cuisines with a fusion of western taste that the cafeterias often fail to serve. A restaurant
that provides an ambience of a cafeteria, along with spate
ideal place of students and the teenage crowd to a chill
over a drink of smoothie or let a working professional
carry on his work along with a refreshing hot cup of
coffee. Discussing on its menu and what it has to offer its
customers range from quick to make and quicker to

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finish dishes which are hot spicy and completely Indian in its appeal like: Chicken Kurkure
which is a Chicken fry served with lip smacking dips, along with a dish which is as unique
its name that is Kukkad Kamal Da- Tandoori chicken tikkas served with gravy
accompanied with Malabari parota, salad and
pickle.
(Source: Zorambo.com, 2019)
Now coming to another major attraction of this outlet is its refreshing and shakes that
includes Oreo Mint shake, Darjeeling tea which they call it as “The Champagne of Teas” and
finally to add cherry on the cake the desserts section is what one cannot afford to miss. Exclusive
Fudge hot chocolate tart, honey walnut tart to ice cream cake slice; and all of this at a pocket
pinching price range. The whole menu ranges from 150 to 500 Rupees according to the
Indian stands for Rupee (INR) (Anon, 2019).
Nutritional Analysis of the existing Menu:
Though the Indian cuisines are a lot more spicy and oily however as Zorambo intends to
give it an indo-western touch to all it dishes it intends to employee the use of healthy alternative
like use of olive oil in its preparation, using sugar free and gelatin free desserts mostly using

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jaggery or honey as healthy alternatives as well as avoiding the use of artificial flavoring agents
and preservatives
However as the brand its go international in its business operation it must considered
further healthy alternative in its menu to make it more attractive to the taste buds of those
countries. Thus in order to remain relevant in the new business market it is very necessary to
conduct a thorough market research which will help this new start up to understand the taste and
preferences of those region. However going by the current menu the prime changes could be: to
include one of the main snacking options and mostly preferred by the Western Countries that is
burger in their menu. Yes, they are not such healthy snacking option but very common grab
snack in the western countries so a wide range of burger palate to choose form is an essential
recommendation for the brand along with healthy alternative like switching to organic food
menu might look like: like a vegan café that can offer healthy porridges, gluten free pizzas some
quick munchies and varied salads and soup (Pelletier, et al. 2013).
The current Food Menu:

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Source (Zorambo.com, 2019)
The Proposed New Menu:
Source: (created by the author)
The proposed new menu completely incorporates a vegan range of food and beverages as more
and more nations are switching to health alternatives as non vegetarian diets are potentially
increasing heart related problems and varied other health ailments. This new menu specifically
highlights on switching to more organic option for better health management. Thus this new
proposed “caftaurant” helps to conceptualize the new emerging trend that is build upon
improving the lifestyle of individuals.
As a startup Zorambo has successfully captured the target market with its most unique
caftaurant concept and is expected to give very high competition to establishes brands like KFC,
Domino’s, Pizza hut or Cafe Coffee day with its unique fusion food concept as well as refreshing
range of beverages .

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References:
Anon, (2019). [online] Available at:
http://economictimes.indiatimes.com/small-biz/startups/newsbuzz/food-start-up-zorambo-to-
invest-50-million-in-cafe-segment/articleshow/68673117.cms?from=mdr [Accessed 11 Aug.
2019].
Business Standard (2019). [online] Available at:
https://www.business-standard.com/article/news-ani/zorambo-aims-to-build-the-world-s-largest-
caftaurant-chain-119040300923_1.html [Accessed 11 Aug. 2019].
Pelletier, J.E., Laska, M.N., Neumark-Sztainer, D. and Story, M., 2013. Positive attitudes toward
organic, local, and sustainable foods are associated with higher dietary quality among young
adults. Journal of the Academy of Nutrition and Dietetics, 113(1), pp.127-132.
Petrini, C., 2015. Food & Freedom: How the Slow Food Movement Is Changing the World
Through Gastronomy. Rizzoli Publications.
Zorambo.com. (2019). Zorambo - Born in India | Modern Indian Food. [online] Available at:
http://www.zorambo.com/ [Accessed 11 Aug. 2019].