Menu Development, Planning and Design: Meeting Business Objectives

This report examines menu development, planning, and design within the hospitality industry, focusing on The Landmark London hotel. It explores the principles of menu planning to meet customer needs and business requirements, comparing different menu types and their impact on customer satisfaction and profitability. The report analyzes how customer preferences and business goals influence menu design, recommending strategies to meet future trends. It includes a realistic plan for developing a menu that maximizes profitability, incorporating market research, course selection, pricing strategies, and staff training. The importance of legal compliance and menu engineering is also highlighted, with a focus on creating menus that offer nutritious and balanced diets while complying with food safety regulations. Desklib provides access to similar solved assignments and past papers for students.

MENU
DEVELOPMENT,
PLANNING AND DESIGN

Table of Contents
TASK-1............................................................................................................................................3
Principles of menu planning and design to meet customers’ needs and business requirement...3
Customer and business requirements which need to be fulfilled to maximise profits for a range
of different menus........................................................................................................................4
Compare and contrast a range of different menus and the customer and business requirements
which have impacted on their design...........................................................................................5
Analyse how customer and business requirements impact on the design of a broad range of
menus and make recommendations to meet future trends...........................................................5
Realistic plan to develop a menu which meets customer and business requirements to
maximise profitability..................................................................................................................5
Menu which meets customer and business requirements ...........................................................6
Test and evaluate the menu produced..........................................................................................7
Realistic menu using a fully researched and costed plan that meets the overall business
objective ......................................................................................................................................7
Recommendations for improvement based on tests and evaluation of the menu........................7
In-depth plan for menu development, including KPIs to measure success.................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Hospitality industry refers to the business and profitable industry in which large numbers of the
people are engaged in different activities or the services which include accommodation, food and
beverage, travelling, tourism etc. the main objective of this sector is to deliver wide range of
satisfaction to the consumer along with that enhance the experience and make the journey of
individual person memorable. The hospitality industry is one of the largest industry in the United
Kingdom as the large numbers of the people visited every year in the country in order to enjoy
and acquire positive vibes of the nation.
The present report will examine the hospitality services of the famous and leading hotel
Landmark, London which deliver exclusive services to the consumer. The organization is having
the highest brand value in the domestic as well as international marketplace. The study will
reflect the process of menu planning and designing to satisfy the customer. Along with that it
will highlight the evaluation of the menu with the costing and pricing of the menu. Furthermore,
the report will discuss the impact of the menu on the taste and preferences of the consumer.
TASK-1
Principles of menu planning and design to meet customers needs and business requirement
Menu is defining as the statement of food and beverage items that are available and
offered by the restaurants and hotels that is associated with the demands of the customers and
also to achieve the goals and objectives of the company (Dopson, and Hayes, 2019). The menu is
designed considering all the key factors in mind regarding the needs and preferences of the
customers and objectives of the organisation. It is considered as one of the major managerial
activities of the food and beverage department that is implemented by the team members that
involve the owners and management.
Menu planning is considered both art and science that means science is a way to combine
nutritious food in the menu and on the other hand it is an art that is associated with the
combination of adding nutritious food d in the meals in order to look more attractive and
mesmerising in all ways (Me like, and et.al, 2018).
 Nutritional requirement: The main purpose of menu planning is not only to provide
variety of dishes in the menu but also but should also provide enough calories and fats
but also include the necessary proteins, vitamins and minerals that is essential for the
well- being of the customer (Baraga Cavalcanti, and et.al, 2020). Hence, it is important

for The Landmark London to not only focus on adding number of dishes but also on the
dishes in order to provide nutritional diet to the guests arriving at the hotel.
 Fulfil the family requirements: The family meals should be framed according to the
individual needs of the member. The managers while menu planning should also focus on
age, gender in order to provide healthy and nutritious diet to the people of all the age
groups.
The hotel offers variety of meals which fulfil the customer and business requirements:
 A La Carte: In this type of menu, the price of each item is listed separately and can be
expensive as compared to the other form of menus. It gives flexibility to the customers to
get different options for the items in the menu.
 Du Jour: This type of menu represents 'of the day'. Du Jour menu changes regularly as
per the availability of the dishes that is to be prepared by the chef of the restaurants.
 Table d' hotel: This word is derived from the French word which means food from the
hosts table. It offers an absolute meal and at fixed prices (Abdelmassih, and Arendt,
2020). The menu includes appetizers, soups, salads and dessert. It is a categorized menu
and offers selection of small number of courses.
Customer and business requirements which need to be fulfilled to maximise profits for a range of
different menus
With the rapidly changing food and beverage industry and customer requirements
have enabled the company to make various changes in their menu and while menu planning.
With change in trends the The company makes various modification not only to attract the
customers but also to provide nutritious and balance diet. It is observed that many people now
days are focused on eating healthy and nutritious food in order to stay fit and change in the
lifestyle of people force the company to consider these needs and requirements and add items in
the menu(Chen, and Voigt, 2020). The Landmark London have to focus on the target market as
it impact the profitability of the company. Consumer taste and preferences also impacts the
business activities of the company as change in their taste changes the whole activities of the
company. The customer needs include the choice , quality , convenience and price that should be
also considered while menu planning.

While planning and designing the menu it is very important for The Landmark London to
recruit experienced and trained staff members who possess qualification in the hospitality
business and also have deep knowledge In food and beverage industry. Along with this the
necessary equipments and facilities should be made available in the kitchen such as ingredients
mentioned in the menu should be available for fulfilling the requirement of the guests(Nyamah,
and et.al, 2022) . The time needed for preparation of food should be communicated in advance in
order to avoid any delay in the services that can affect the business.
Furthermore, it is very important for the company t not only involved in fulfilling the
customer and business requirement and also concentrate on complying with the legal
requirements of the business which the most important part for conducting the business. The
Landmark London should comply with the rules and regulations such as The Food Safety Act
1990, General Food Law Regulation , Food Safety and Hygiene Regulation 2013(Serafim, and
et.al, 2018). The company should lay emphasis on the provided and that is mentioned under
these acts and comply it into their business as violation of these can result into penalties that is
mentioned under the act. The company can use Menu engineering is considered as the part of
restaurant advertising and is related to maximizing the profitability of the company. It majorly
focuses on two elements that includes the demand and margin contribution. The company
analyse and identify the customer needs and preferences and also consider the business
requirements and create business plan according to it in order to maximize profitability of the
company and for long term sustainability in the market.
Compare and contrast a range of different menus and the customer and business requirements
which have impacted on their design
It is observed that the restaurant offer variety of the dishes in their menu depending uopn the
scale of the business. Large companies offer variety and different types of menus according to
the changing lifestyle of the customers. The hotel should not only consider the number of dishes
to be added but also take into consideration to add nutritious and balanced diet which benefit all
the age groups . It will not only help in maximizing the profitability but also help in attracting
number of customers (Pomeranz, and et.al, 2020.). It is also important for the company to recruit
experienced staff and provide training so that they can serve better to the guests arriving.

Analyse how customer and business requirements impact on the design of a broad range of
menus and make recommendations to meet future trends
With the changing customer needs and requirement it is necessary for the management of
the company to make modification as per the trends which can benefit the company. On the
contrary it is important for the company to comply with the laws and regulation formulated by
the government which is associated with the safety and hygiene of the customer in order to offer
better services to the customers. It is recommended to provide necessary training to the staff
members so that they can take understand and take decisions related to the problems of the
guests in the hotel .
Realistic plan to develop a menu which meets customer and business requirements to maximise
profitability
Different methods and approaches are used in order to meet the requirements of
the customers and business and also to maximize the profitability of The Landmark London.
Market research: Market research is conducted with the motive of knowing the needs of the
customers and success of business after implementation of such method and research. Market
research id conducted in order to have the understanding of the demographics of the customers
and also helps in evaluating the trends, customer neds and requirements and helps in targeting
those segments which positively affects the company(Muhlas, and Prihatiningtyas, 2021). This
method help in identifying target audience and focus on achieving those and on the other hand
through market research , the researchers can analyse the present competition in the market and
then plan strategies accordingly.
Courses:After conducting the research and identifying the market trends, The Landmark London
can plan the types of dishes to be added in the menu. The main purpose of this research is to gain
the understanding about the lifestyle and habits which help in adding nutritious diet dishes in the
menu. The menu will be divided according the studies and will be classified under into various
sections under food and beverage industry.
Prices: One of the most important factor while menu planning is the prices for the dishes. It also
depends upon the power of spending of the customer. Through the study it is observed that many
customer are focused on prices and less on quality depending upon their financial condition.
Layout and design: The menu is the most important part of the food and beverage industry as it
influence the customer to order food . The presented should be attractive to the eyes of the

customer. The layout of the menu of The Landmark London will be in the form of brochure that
will highlight the dishes offered by the company and also specify the prices of each dishes
presented.
Staffs: The staff will be provided with the necessary training so that they are able to understand
the needs and issues raised by the customers and take decisions accordingly.
Equipment and facilities: All the equipments will be available in the kitchen which will be
required in the preparation of dishes by the chef(Schmidt, and Piotter, 2020). All the facilities
should be made available as per the needs of the customers.
Legal requirement: In order to operate the business in any country or in any sector it is
important to fulfil the legal requirements and comply with the rules and regulation of the
business. The Landmark London will operate its business considering all the safety and hygiene
regulation for the safety of the customers .
Menu which meets customer and business requirements
The menu mentioned above contains nutritious and balance diet that means there is
balance in the portion of food that is offered by the restaurant. The price mentioned in the menu
is set keeping in mind the requirements of the consumer. The items contained in the menu is full
of nutrition as people are becoming more health conscious

Test and evaluate the menu produced
Menu engineering is associated with maximizing the profitability of the company. It focuses on
two components that is demand and margin contribution. It helps in evaluating the prices
mentioned in the menu and is classified into:
Dogs: that represents those food items in the menu which have low profitability and volume
Puzzles that represents high profit and volume items
Stars represents those items having high profit margins
Work horses represents most popular but not profitable items
Realistic menu using a fully researched and costed plan that meets the overall business objective
According to the research, it can be said that while menu planning the respective manager and
staff member should focus mainly on the customer needs and create a menu which gives precise
detail of the ingredients that is used in the preparation of the dish that gives customer and idea
about the dish they want to have. The menu should include balance and nutritious diet as people
are becoming more health conscious.
Recommendations for improvement based on tests and evaluation of the menu
The management of the company while menu planning can use various signs or colours
in order to highlight the different dishes so that it will be easy for the guests to make choices. It
is suggested that the the menu presented should attract the eyes of the customers. The company
should focus on adding the food items of all the age groups and also considering the customer
requirements. This will help the restaurant to increase the customer base and maximize the
profitability of the company.
In-depth plan for menu development, including KPIs to measure success
With the increase in the role of Food and beverage industry , it is very important to know
the benefits of the key performance indicators as it helps in tracking the performance of the
company in meeting the goals and objectives of the company. It is collection of quantifiable
measures that company uses to evaluate the performance. The benefits if applying the key
performance indicators are firstly it helps to monitor the performance of the company and also
help in measuring is progress over time. The company can face various problems and the major
is competition existing in the market. It is recommended that in order to solve this problem The
Landmark London has to continuously evaluate the market trends and compare it with the

company. The company can get feedback from the customers and make improvements in the
core areas to enhance its business in the market.
CONCLUSION
From the above report it will be concluded that the hospitality industry is one of the largest
industry which provide different services to the people from different places, region or the
nation. The planning, designing and developing of the menu play crucial role in meeting the
taste and preferences of the potential customers. The report analysed the different types of the
menu which the restaurant is offering to the visitors. Moreover, the report elaborated the cost
and cost margin as well as it discuss impact of the designing and planning the menu in the
business enterprises. Beside that the study reflect the matrix which the organisation utilized to
determine the productivity or the performance of the menu. Beside this the report shade a light
on the key performance indicator to increase the efficiency of the company.

REFERENCES
Books and journals
Dopson, L.R. and Hayes, D.K., 2019. Food and beverage cost control. John Wiley & Sons.
Melike, and et.al, 2018. An evaluation on the applicability of standart cost control method in the
food and beverage sector. Економічний вісник ДВНЗ Український державний
хіміко-технологічний університет, (1), pp.33-38.
Barata Cavalcanti, and et.al, 2020. Benchmarking food and beverage company investment in
healthful eating and active living initiatives. Corporate Social Responsibility and
Environmental Management.27(2). pp.1051-1068.
Abdelmassih, K. and Arendt, S.W., 2020, August. Menu development for meetings and events:
an opportunity for conveying cultural diversity and inclusion initiatives. In Journal of
Convention & Event Tourism (Vol. 21, No. 4, pp. 355-364). Routledge.
Chen, X. and Voigt, T., 2020. Implementation of the Manufacturing Execution System in the
food and beverage industry. Journal of Food Engineering.278 p.109932.
Nyamah, and et.al, 2022. Inventory strategies and performance of food and beverage processing
industries. International Journal of Logistics Systems and Management.41(1-2). pp.120-
144.
Serafim, and et.al, 2018. Good handling practices in food and beverage areas of hotels:
evaluation of improvements achieved versus financial investments. Journal of Food
Safety.38(6). p.e12543.
Pomeranz, and et.al, 2020. Sugar-sweetened beverage warning policies in the broader legal
context: health and safety warning laws and the first amendment. American journal of
preventive medicine.58(6). pp.783-788.
Muhlas, E.R.D. and Prihatiningtyas, S., 2021. Marketing Strategy for Creative SMEs in Entering
the Export Market. INCOME: Innovation of Economics and Management.1(1). pp.16-
21.
Schmidt, R.H. and Piotter, H.M., 2020. The hygienic/sanitary design of food and beverage
processing equipment. In Food Safety Engineering (pp. 267-332). Springer, Cham.
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