CA60008E: Pillars Restaurant - Innovation, Menu Planning, Marketing

This report provides a comprehensive analysis of Pillars Restaurant, focusing on innovation and entrepreneurship within its food operations. It covers customer segmentation, financial sustainability, forward planning, and food production systems. The report details key concepts of menu planning, best practices for people management and environmental sustainability, and recommends a static menu with daily specials. Additionally, it explores marketing strategies, including leveraging coupons and creating a business website, and emphasizes the importance of social media and information management for business development. The assessment concludes with recommendations for Pillars Restaurant to enhance its menu, marketing, and overall business strategy.

CA60008E Innovation
and Entrepreneurship

Table of Contents
ASSESSMENT 1.............................................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Overview and customer segmentation analysis of Pillars...........................................................3
Relationship between Financial sustainability, Forward Planning and Forecasting...................4
Food production systems and Objectives for Pillars Restaurant.................................................4
Key Concepts of Menu planning Criteria....................................................................................5
Best Practices for Effective People management........................................................................6
Best Practices for Environmental Sustainability in food operations...........................................6
CONCLUSION................................................................................................................................6
RECOMMENDATION...................................................................................................................7
ASSESSMENT 2.............................................................................................................................7
INTRODUCTION...........................................................................................................................7
TASK...............................................................................................................................................7
Define marketing and Marketing approaches in Restaurant Sector............................................7
Overview of current marketing practices followed in Restaurant industry of UK......................8
Importance of Marketing and mix for improving sales...............................................................9
Effective use of social Media by Pillars Restaurant..................................................................10
Information management and Business Development..............................................................10
CONCLUSION..............................................................................................................................11
RECOMMENDATION.................................................................................................................11
REFERENCES..............................................................................................................................12

ASSESSMENT 1
INTRODUCTION
In the food industry, Menu planning is the process of deciding what eatables the company
will provide for each meal including main dishes, side dishes and desserts. It is a detailed list of
food and beverages to be offered with their respective prices (Caldwell and et. al.,2022). It also
includes the scheduling variations and daily activities of human resources to contribute to the
process and also requires the integration of physical resources. The following assessment will
provide the development of Menu Planning strategy and Reflective Log for Pillars restaurant
management to meet customers' needs. It is a UK based training restaurant of university of west
London where its students cook and serve food from across the world.
TASK
Overview and customer segmentation analysis of Pillars
Pillars restaurant is a food operation service business based in London. The restaurant is
not having any standardised menu selection criterion that would meet the customers' needs. It is
in the need of forward plan for Menu selection criterion to be provided to the senior staff. This
plan is required to be developed for keeping the customers informed about the availability of
various food and beverages items and to produce their respective prices as well. Currently, the
restaurant is required to evaluate existing principles of Menu Development and selection criteria
for food production.
Customer segmentation refers to the way of dividing the entire customer base in small
groups on the basis of similar demographics or traits. It is a practice of targeting a particular
customer base to increase sales (Reynolds, 2022). Pillars restaurant segments its customers
according to the demographics like age , income, education etc. The target customers of pillars
restaurant will be the middle and upper class individuals according to the menu prices. It will
target mainly the youths and the people aged upto 40 years of age. According to the Menu and
vision of Pillars Restaurant, its target customers consist of Children, teens and Youth irrespective
of gender.

Relationship between Financial sustainability, Forward Planning and Forecasting
Financial sustainability refers to the capability to hold the financial capacity over time.
The financial sustainability plan includes the resources and in-kind support , volunteer staff etc.
to sustain finance. It assists the businesses in reducing operating costs (Hayakawa, Keola and
Urata, 2022). In context with Pillars restaurant, it will be categorised as financially sustainable if
it will contribute to the economy by ensuring better offering of services and attracting customers.
It is related with forecasting as it includes planning of resources to be obtained whether physical
or financial or human resources for food operations in the restaurant.
Forward planning refers to the establishment of plans for future to implement the
decision taken for business. It includes planning of resources at the disposal of business i.e.
human, capital and physical resources or assets etc. The business has to make the best possible
use of these available resources to ensure the earnings of desired profit for firm. Financial
sustainability, Forecasting and Forward planning are interrelated as Financial sustainability
requires forecasting and planning of the resources to be obtained to run the business. In context
with Pillars Restaurant, it needs to consider the financial sustainability while creating menu
Planning strategy. As for this purpose, the company needs to integrate both the human as well as
physical resources to increase productivity of the food operations and offer excellent services to
the customers, it is required to adopt forward planning to ensure financial sustainability.
Food production systems and Objectives for Pillars Restaurant
Food Production Systems
Food production system refers to all the processes that involve growing, harvesting and
processing i.e. transforming of the raw food produce and also includes its packaging after being
transformed , packaging, marketing and final consumption by customers or disposal of food by
the restaurant (Engle, Hanson and Kumar, 2022). In context with Pillars Restaurant, it can adopt
the following food systems -
 Batch System – In this system, the general equipments and methods are used to produce
small amount of outputs with some specifications that differ batch-wise. This system is followed
for processed food products.
 Continuous System – This system is adopted to minimise the production costs. It requires
smooth or interrupted flow of food materials and requires specialised equipments to produce
standardized items while maintaining low costs.

 Project System – This system includes product development and requires complex sets of
activities to be performed in a specific order for a given period and as per planned expenditure.
Currently , Pillars Restaurant is following the conventional Food production system in which
ingredients are assembled and the food is produced onsite held heated and then served to the
customers. But now it should follow the continuous food production system to offer quality
services while maintaining low costs.
Objectives of Pillars Restaurant
 Establish customer Loyalty – The restaurant wants to develop a standardised Menu
Selection Criterion for attracting potential customers to increase sales revenues by offering good
customers' experience at its fine-dining and develop customer loyalty.
 Offering Diverse Menu – It must not cater only to the target customers who enjoy its food
but also provide other options and more basic recipes and sides to different types of foodies to
increase customer base.
 Test New Menu Items – The objective of Pillars must be to increase the new menu item
net sales as compared to the average monthly menu item net sales. To test the success of new
menu item, it must add the item to menu.
 Focusing on Atmosphere and Ambience – It must create a soothing environment for the
customers to of offer them a nice experience with quality service such as appropriate music, on
brand décor, accommodating furniture placement etc.
Key Concepts of Menu planning Criteria
Menu is considered as the driver of food service operation as every aspect of the food
service operation is affected by its Menu such as appetizers, dining, pricing, trends, dietary
guidelines, government regulations, sustainability etc. (Quintner and Galbraith, 2022). In context
with Pillars Restaurant, it is currently having the Menu for lunch and Dinner meals and its
special diets include Vegetarian friendly diets. The restaurant offers British and European
cuisines and serves alcohol as well. But the menu of Pillars Restaurant is still not having and
standardised criteria to meet the demand of its target customers. So it needs to form a
Standardised Menu Selection Criterion.
As the meals of Pillars Restaurant include lunch and Dinner its menu must include,
Soups, salads, sandwiches, pizzas, beverages, sides, desserts, platters etc. To make the customers
entertained and more attracted, it must include daily specials as well. After establishing the menu

categories, it must plan the Platters first and then the entrees followed by the sides. Its Menu
must finish of the categories by Desserts and Beverages. The Menu must include the expensive
dishes like Platters first and then the lower-priced items like entrees, desserts and beverages
respectively. Customers find it convenient while ordering on the dining of restaurant. The
management of Food Pillars The dietary guidelines of government regarding healthy food and
the nutritional trends such as ethnic foods, gluten-free diets also affect the Menu Planning.
Best Practices for Effective People management
The management of Restaurant must, with the effective management of customers and
food operations, be able to manage the employees in an effective manner. There should be
consistency in the managerial process as it impacts the employees in facing the high-stress loads.
Managers need to be proactive instead of reactive regarding staffing needs on the basis of menu
changes and updates (Grisales, Tua and Rigamonti, 2022). In context with Pillars Restaurant, the
major challenge being faced is hiring, training and retaining the staff. It is recommended to the
restaurant manager to train the employees enough to serve the customers effectively and provide
them a nice dining experience so as to develop customer base by adding value to their
experience.
Best Practices for Environmental Sustainability in food operations
The Food restaurants like Pillars Restaurant must use environmental friendly practices in
conducting the food operations to ensure sustainability of the environment. They must use
sustainable packaging for their food products. The restaurants must introduce healthy Menu
option to the customers and comply with the government guidelines regarding the Menus. The
food wastage and water usage must be minimised (Otoo, Senbeto and Demssie, 2022). In
conducting the food operations, they must use energy efficiency food equipments to save energy.
Efforts must be made to reduce carbon delivery emissions. So, Pillars Restaurant must consider
these sustainability practices for while planning for its new Standardised Menu Selection
Criterion.
CONCLUSION
From the above discussion, it has been concluded that for every food operation business
or restaurant, Menu is the most crucial factor that requires effective planning as discussed above.
The above assessment has described the key concepts of menu planning that every restaurant

must consider. The managers of restaurant must adopt best practices for staff management at
restaurant and must ensure environment sustainability while conducting food operations.
RECOMMENDATION
It is recommended to Pillars Restaurant to offer Static Menu to the customers. This Menu
offers daily specials that provide flexibility to offer menu items that are seasonal or trendy by
which customers get some new and trendy to eat and they enjoy the new savour at the
Restaurant. It is also recommended to follow continuous food production system while ensuring
sustainability regarding food, energy or water wastage.
ASSESSMENT 2
INTRODUCTION
Marketing strategy refers to the planning to promote the products so as to reach the
potential customers and switch them to the own products of company. It includes the value
proposition of company and the data regarding target customers’ demographics (Liu and et.
al.,2022). In the Restaurant industry, the cost effective marketing strategy is required to be
developed to promote the food operations and attract a large number of customers that will
facilitate increased sales of the company. This assessment will suggest the cost effective
marketing strategies for Pillars Restaurant with importance of marketing mix for improving
sales. It will also explain the effective use of social media for the purpose of marketing.
TASK
Define marketing and Marketing approaches in Restaurant Sector
Marketing in a restaurant refers to the act of demonstrating the restaurant or food service
operations to promote the food offerings and brand for the purpose of developing customer base
and increasing restaurants’ overall sales thereby. It is basically the strategy regarding how the
company engages with its customers’ base. It makes the customers perceive that the business has
potential to offer best meals as compared to its competitors (Cavusgil and et. al.,2022). The
effective marketing strategies help the company in increasing productivity of the food operations
and thereby achieving desired sales revenue. In context with Pillars Restaurant, the following are
cost effective marketing strategies or approaches for restaurant sector –

Marketing Approaches in restaurant sector
 Leverage Coupons and discounts – Pillars restaurants must offer something with coupons
or discounts such as desserts, appetizers or drinks that are not much profitable as compared to
entrees and platters. It must ensure to check cash flow and income statement to identify the
impact of different discounts on overall sales of restaurant.
 Create a Business website – To face the competition in restaurant industry, Pillars
Restaurant must upgrade its website www.uwl.ac.uk to include picture of its delicious meals on
it and other important information regarding special and seasonal offers. So, Pillars restaurant is
required to update its website according to the new Standardised menu for the purpose of cost
effective marketing.
 Conduct loyalty programs – The conduct of loyalty programs will not only ensure the
retention of existing customers but will also attract new and potential customers (Pai and Bhatt,
2022). To increase customer loyalty, businesses must offer special deals after a particular amount
of purchases that will make the customers to visit to the restaurant for a free or reduced cost-
meal.
 Use social Media pages – Although Pillars Restaurant has social media presence on
different platforms and website as well that display its menu and other essentials like contact
information, location and experience of Pillars etc. , but it needs to feature its staff, deals and
promotions to increase the interests of customers on its food products through social media
presence.
Overview of current marketing practices followed in Restaurant industry of UK
UK Restaurant industry plays a crucial role in contributing to its economy. There are
many famous restaurants in UK that are earning huge revenues to benefit the economy of nation
such as St. John Restaurant, Costa Coffee , Pollen Street, Bob Bob Ricard Soho etc. They are
attracting the customers from worldwide by their effective marketing practices through
advertisement on their own website and by interacting the customers through different social
media platforms (Oladeji, Awolala and Alabi, 2022). They promote the food products by
demonstrating them on their website and also feature the staff and cuisines of the menu to make
customers curious to know more about the restaurants.
The Restaurant businesses in UK organise Email marketing campaigns to market their
Menu virtually and book the tables for customers on the same buy offering additional services

with discounts on desserts and beverages to adopt cost-effective practice of marketing. By these
practices, they are able to increase the monthly revenues of their sales. The restaurants in UK
create their own apps to offer home delivery services to the customers ensuring quality services
and fast delivery that adds value to customers’ experience and increase customer loyalty. These
apps also show advertise about the company and provide link for online marketing campaigns
that are redirected on the website of company. So Pillars Restaurant must also adopt these
marketing practices to contribute its share to the economy of UK from the restaurant industry.
Importance of Marketing and mix for improving sales
Importance of marketing
Marketing helps an organization to create the brand awareness among the potential
customers so that they can be influenced to buy the products of company. It is important for the
business as it helps in transfer, exchange and movement of goods through the intermediaries. It
enables the company to increase and maintain the living standard of the community (Cavusgil
and et. al.,2022). The organization is able to use the resources to the resources to the optimum
level and create the employment because there are various functions of making such as buying,
selling, financing, warehousing and many more that requires individual to perform all these
activities.
4Ps of Marketing mix of Pillars restaurant
The marketing mix of a restaurant have been discussed in context to the Pillars restaurant
which are as under:
Products: In relation to Pillars restaurant, it can increase its sales by providing unique items in
their menu that are different from the other restaurant so that it can attract the more customers.
Price: With reference to the Pillars restaurant, It should provide its products at reasonable rates
with good quality so that customers get attracted to the restaurant. It can offer discounts meals to
influence people which help the restaurant in gaining the competitive advantage.
Place: In context to the Pillars restaurant, the restaurant can use provide availability of it items in
restaurant or through internet order, mobile order and so on.
Promotion: As regard with Pillars restaurant, it can promote its food items through the social
media and also make advertisement to attract the customers.

Effective use of social Media by Pillars Restaurant
The restaurant can use social media platforms in order to aware customers for their
offerings which helps increasing the sales of the business. The following are the ways to use the
social media by the restaurant which are as under:
 Facebook: It is a best tool that restaurant can use to attract the more customers. When a
business have social media presence so it needs little money to invest on advertisement and help
in increasing the customers base. With reference to the Pillars restaurant, it has also presence on
Facebook on which it announces the exclusive deals and offers to attract the customers. It also
promote the brand by offering different varieties on discount offers and new deal to gauge the
interest of the people.
 Instagram: It is an another tool for making promotion of products that are offered by an
organization. In relation to the Pillars restaurant, it uses Instagram to showcase it’s food items in
order to influence customers with their different kinds of varieties. It post pictures of different
food items of their offerings so that the customers can visualize different food items. The
restaurant also features its staff by showcasing them and the uniqueness they have for making
good dishes.
 YouTube: The restaurant can use this platform to provide the videos and feedback of the
customers who has experienced the services of the restaurant (Lee and et. al.,2022). As regard
with Pillars restaurant, it can use this platform to run contest for the promotion of the restaurant
and provide them gift card and other prizes to encourage the customers to reshare the videos and
posts.
Information management and Business Development
Information management includes a set of organizational activities regarding obtaining,
storing, and distributing the information to stakeholders. It includes the storage of data of
customers that is used by the restaurants for preparing marketing strategies and conducting
market analysis for segmenting the customers on the basis of acquired information. It is used to
get in depth analysis of the food supply chain to take real time decisions according to the
obtained information that help in monitoring and sampling the marketing strategies
(Abdollahpouri and Burke, 2022). It helps the food industry in analysing ongoing food trends.

Pillars Restaurant must also use Information management such as MISD (management
Information Systems) to ensure effective decision making.
Business Development in the Restaurant industry refers to forecasting or planning
regarding the fulfilment of needs and expectation of the target market customers to outperform
the competitors. In context with restaurant industry, business development focuses on many
factors like the restaurant décor, menu, its pricing and location etc. to ensure sustainable
development of the business. the development criteria that must also be followed by pillars
Restaurant include retraining the employees for excellent customers’ service dealing with the
customers’ complaints and resolving their feedbacks to develop customer loyalty y adding value
to their experience. It will ensure growth and development of the restaurant in a sustainable way.
CONCLUSION
From the above discussion, it has been concluded that in the restaurant industry effective
marketing is very essential to make the business valuable in the respective industry and to make
it competitive in the market. Various marketing practices like social media marketing and
leveraging of coupons and discounts have been discussed to suggest cost effective marketing
strategies to Pillars Restaurant.
RECOMMENDATION
It is recommended to Pillars Restaurant to include the new standardised Menu selection
Criterion in its website’s menu that contain British and European cuisine. On its social medial
platforms, the restaurant must market its new Menu criteria to attract customers and to mitigate
its current issue of increasing sales through cost effective marketing strategies.

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