HAT302 Food & Beverage Management: Menu Review - A Hereford Beefstouw

This report provides a comprehensive review of the A Hereford Beefstouw Restaurant menu in Melbourne, Australia. It begins with an overview of the restaurant, highlighting its focus on high-quality Australian beef and Danish-inspired setting. The report then evaluates the current menu, including its classifications, variety of items, and nutritional value, identifying potential issues in its design and pricing strategy. A redesigned menu blueprint is proposed, incorporating elements such as strategic item placement, captivating quotes, and psychological pricing principles like the decoy effect and semantic salience to enhance sales. The redesign aims to improve the menu's communication of offerings and capture customer attention, ultimately boosting the restaurant's revenue. The report also includes a list of references and sample menus, showcasing the original and redesigned concepts.

A HEREFORD BEEFSTOUW RESTAURANT MENU REVIEW 1
A HEREFORD BEEFSTOUW RESTAURANT
Name
Tutor
Institution
Date of Submission
Overview of the A Hereford Beefstouw Restaurant
A Hereford Beefstouw restaurant is located in Melbourne Australia. Its primary focus is on beef
whereby they offer a great variety of steak. Having Danish roots, they specialize in providing fresh,
seasonal as well as cool-climate produce in a setting designed in a Danish style. The restaurant is
known for its best quality Australian beef which is prepared with simplicity and restraint (Tivoli,
2018, p. 1). The restaurant opens from 11.30 am-2 pm and 5.30 pm-11.30 pm from Monday to
Thursday while on Fridays from 11.30 am-11.30 pm. On Saturday and Sunday, it’s open from 5.30
pm-11.30 pm. A Hereford Beefstouw Restaurant employs the a la carte menu design concept
whereby the guests can order their dishes from the menu (Hansen, Jensen, and Gustafsson, 2005,
p. 139). In addition to the individual dishes, the side dishes may be added. The prices of meals are
indicated in Australian dollars. However, the prices are subject to misprints and alterations. For
instance, on public holidays there is a surcharge of about 10%. Nevertheless, the meals are
affordable, and the manner in which they are prepared is of high quality. The restaurant offers not
only organic foods but also the physical design is based on organic materials and shapes.

A HEREFORD BEEFSTOUW RESTAURANT MENU REVIEW 2
Menu Review
A Hereford Beefstouw Restaurant Current Menu
The A Hereford Beefstouw Restaurant is known for its first class beef around Melbourne. Their
concept is to prepare steak that will attract many customers making it an indisputable center of
attention. They offer tender and tasty beef cooked to perfection on an open grill. Their menu is
composed of many different classes of meals. They include; Starters, Main Dishes, Sides, Drinks,
Extras, Desserts & Coffee, Children’s Menu, and Entrees. Many varieties of cuts prepared to a
premium quality are available that are accompanied by Sides, and drinks of your choice. They
offer quality wines that are imported from various countries such as Germany, France, Spain, Italy,
and the United States of America. They have invested in preparing healthy beef from happy
animals- no addition of antibiotics and hormones. The nutritional value of the meals is preserved
by ensuring the right cooking procedure is followed in preparing the recipe (Costa et al., 2010, p.
73). For instance, the nutritional meat value (proteins, fats, and gluten) is preserved by applying
the right heat for cooking.
A Hereford Beefstouw Restaurant Menu redesign
The current menu design of the A Hereford Beefstouw is not well presented. It is crucial for
restaurant managers to understand that the menu is the selling point for the restaurant (Bordalo,
Gennaioli, and Shleifer, 2017, p. 1). Once the guests enter the restaurant, their eyes settle on the
menu before placing their orders. As such, how the items are placed on the menu and how
captivating it is, will determine the much the guests will order. For instance, use of social proof
whereby you incorporate captivating quotes within the menu will go a long way in selling certain
foods (Salmon et al., 2015, p. 115). Such quotes as; ‘healthy balanced meal,’ ‘Tender and succulent

A HEREFORD BEEFSTOUW RESTAURANT MENU REVIEW 3
beef,’ ‘No antibiotics or hormones added,’ will improve the selling capacity of some meals.
Placing the main dishes strategically on the menu such as at the center also is critical.
Additionally, their pricing strategy is inadequate. Some meals and drinks may sell more based on
how they are priced. Therefore, the use of decoy effect and semantic salience in their pricing
strategy will enhance their sales (Larson, 2014, p. 15). For example, rather than indicating $20,
they can write $19.90 or $19.99. That small difference will play tricks on the minds of the
customers, thereby influencing their buying capacity significantly. Designing a menu that
communicates the items being offered and one that captures the attention of the customers
enhances the sale the restaurant will make.

A HEREFORD BEEFSTOUW RESTAURANT MENU REVIEW 4
References
A Hereford Beefstouw restaurant Melbourne
https://beefstouw.com/restaurants/melbourne-australien
Bordalo, P., Gennaioli, N. and Shleifer, A., 2017. Memory, attention, and choice (No. w23256).
National Bureau of Economic Research, pp 1-3.
Costa, H.S., Vasilopoulou, E., Trichopoulou, A. and Finglas, P., 2010. New nutritional data on
traditional foods for European food composition databases. European Journal of Clinical
Nutrition, 64(S3), p. S73.
Hansen, K.V., Jensen, Ø. and Gustafsson, I.B., 2005. The meal experiences of á la carte restaurant
customers. Scandinavian Journal of Hospitality and Tourism, 5(2), pp.135-151.
Larson, R.B., 2014. Psychological pricing principles for organizations with market power. Journal
of Applied Business and Economics, 16(1), pp.11-25.
Salmon, S.J., De Vet, E., Adriaanse, M.A., Fennis, B.M., Veltkamp, M. and De Ridder, D.T., 2015.
Social proof in the supermarket: Promoting healthy choices under low self-control conditions.
Food Quality and Preference, 45, pp.113-120.
Tivoli, 2018. A Hereford Beefstouw restaurant Melbourne
https://www.tivoligardens.com/en/mad+og+drikke/spisesteder/a+hereford+beefstouw

HOUSE MADE RYE BREAD 2.5
With salted butter.
GRAVAD LAX SALMON 19
With a sweet mustard sauce.
Carved at your table.
OVEN BAKED KINGFISH 20
Creamed cress, sea blite,
black caviar & lemon gel.
BEEF CROQUETTES 19
Roasted celery &
pickled onion jam.
DUCK BREAST PROSCIUTTO 20
Roasted beet purée, confit shallot
& duck fat croutons.
ASPARAGUS SPEARS 18
French radish, celery hearts,
brown butter vinaigrette.
FRIKADELLER 18
(Danish Meatballs)
Braised red cabbage,
pickled cucumber,
vino cotto reduction.
OYSTERS ½ DOZEN 24
NATURAL Apple cider dill,
shallot vinaigrette.
BAKED Chorizo & salsa.
All prices are inclusive of GST.
Starters Certified Grass Fed Beef
Chefs and farmers know that happy, healthy animals taste better, wh
we use Pinnacle Certified Grassfed Beef. Sourced only from the Top 4
Graded Cattle in Australia, Pinnacle Beef is 100% Grass Fed, Marble S
Free Range, No Hormones and Antibiotic Free - GUARANTEED.
EYE FILLET
160g 38
250g 47
The most tender cut of beef available.
CHATEAUBRIAND (EYE FILLET)
500g 92
Carved at your table, and is enough for 2 people.
(Please allow 30 minutes cooking time.)
SIRLOIN
250g 37
400g 42
Fine grained, low in fat, the Sirloin is a tender steak
with good flavour intensity.
RIBEYE
300g 45
Very flavoursome, juicy and tender cut from
the upper rib cage between ribs 6-12.
T-BONE
500g 55
The best of both worlds. Eye Fillet and Sirloin in the one steak.
HANGER STEAK
300g 35
Hangs (hence the name) between the rib and the loin.
This lesser known steak has long been
prized by butchers for its full flavour and richness.
Ribs
BEEF SHORT RIBS (10 Hour Slow Cooked)
1 Rib Rack 27
2 Rib Racks 39
Served with our delicious house made sauce.
Ocean
BARRAMUNDI FILLET
Oven baked NT Barramundi fillet with sorrel butter. 38

REDESIGNED MENU- A HEREFORD BEEFSTOUW
Main Dishes
Certified Grass Fed Beef
Dry aged beef
Eye fillet
160g………………………....37.99
250g………………...……...46.99
Chateaubriand………....91.99
Ribeye……………………..44.99
T-bone………………...…..54.99
Hanger Steak……...…...34.90
45 Day Dry Aged Beef
Cote De Boeuf
500g……………………………...57.99
700g……………………………...79.99
New York Sirlon (400g)…..48.90
Rump Steak (350g)………...37.99
100 Day Dry Aged Cote De
Boeuf………………………...….89.99
45 Day Dry Aged Tomahawk...49.99
Marbe Score 4 + Grassfed Sirloin
Steak……………………….…...64.99
Starters
House-made Rye bread……….2.49
Gravad Lax Salmon…………...18.99
Oven Baked Kingfish……......19.99
Asparagus Spears……..….….17.99
Beef croquettes…………......19.99
Sauces
Bearnaise…………….....4.99
Pepper…………………...4.99
Surf & Turf………….....15.99
A lobster tail added to
every steak!!
Salad
Rocket, Pear, Walnut and blue
cheese……………………...….9.99
Quinoa grai, tomato, mint, tahi-
ni, feta, & parsley………...9.90
Ribs
Beef Short Ribs
1 Rib Rack……………….…..26.90
2 Rib Rack………………...….38.90
Comes with delicious house
made sauce
The best Extreme Beef
Streaks in Town!!!
Experience like no other!
Dry Aged Mutton
Super tender
Great flavor!!Natural products!!
No antibiotics!!!