Menu Dev. Plan: Customer Needs & Profitability at Devine Restaurant

This report provides an analysis of menu development, planning, and design within the context of Devine Restaurant Coffee Bar in London. It explores the principles of menu planning, including balancing nutrients and flavors, emphasizing variety, adding contrast, considering color, and ensuring eye appeal. Different types of menus, such as static, cyclic, and A La Carte, are compared and contrasted. The report also examines customer and business requirements that influence menu design, such as current customer trends, customer needs (price, quality, convenience, and choice), availability of equipment and facilities, experienced staff, and current legislation. A realistic plan for menu development is presented, including developing a menu concept, conducting market research, costing and pricing the menu, and testing and evaluating the menu produced. The importance of aligning the menu with customer preferences, business objectives, and future trends is emphasized to maximize profitability and gain a competitive advantage.

Menu Development,
Planning and Design

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1 ..........................................................................................................................................4
P1 Analyse principles of menu planning & designing ..........................................................4
P2 Determine the customer and business requirements which need to be fulfilled to maximise
profits for a range of different menus.....................................................................................6
M1 Compare and contrast a range if menu that have impacted their design.........................7
D1 Analyse how customer and business requirements impact the design menu and make
recommendations to meet future trends ...............................................................................8
TASK 2............................................................................................................................................8
TASK 3............................................................................................................................................8
P5 Produce a realistic plan to develop a menu.......................................................................8
P6 Produce a menu which meets customer and business requirements...............................10
P7 Test and evaluate the menu produced.............................................................................11
M3 Produce a realistic menu using a fully researched and costed plan that meets the overall
business objectives ..............................................................................................................11
M4 Make justified recommendations for improvement based on tests and evaluation of the
menu.....................................................................................................................................12
D2 Produce an in-depth........................................................................................................12
plan for menu development, including KPIs to measure success, produce and test the menu 12
CONCLUSION..............................................................................................................................13
REFERENCE.................................................................................................................................14

INTRODUCTION
Food and beverage sector is the biggest part of hospitality industry and its main objective
is to provide quality service to customers to improve their overall experience. This sector
includes various areas such as food and drink, travel and tourism, lodging, accommodation and
event planning. These services are provided through hotels, bars and restaurants. Menu
development focuses on selecting dishes and design menu. Organisation uses guest
demographics, local ingredients, speciality and customers requirement in the process of
developing and planning menu. Properly designed and planned menu enables the chefs to fulfil
the requirements of customers through producing the food items if menu that are ordered by the
customers (Chen, 2018). Having effective menu plan reduce food wastage and save money as
well as efforts of restaurant. In this report chosen restaurant is Devine Restaurant Coffee Bar
situated in London, England, UK. Restaurant provides variety of food and services to customers.
Restaurant provides excellent breakfast and delicious food that enhance its popularity and brand
image. This report covers principles of menu planning and design to meet customers
requirements as well as customer's and business requirement that is necessary to fulfil to generate
profits. Along with that, key considerations that are important for costing and pricing menu and
plan to develop menu as well as test and evaluate the menu produced are mentioned.
TASK 1
P1 Analyse principles of menu planning & designing
Menu planning is defined as the process of deciding the menu that includes main dishes,
side dishes, dessert and meal that meet customers needs and requirements. Devine Restaurant
Coffee Bar concentrates on different types of customers segments and develop its menu
accordingly. There are various principles are followed by the restaurant in the process of
designing and planning menu.
Principles of menu planning
Effective menu design and planning helps business to meet requirement of customers ans
retain them with restaurant for longer period of time. In the process of menu planning various
principles are followed by the menu planner (Cho, Bonn, and Terrell, 2019). Principles of menu
planning are mentioned below:

Balance: Balancing the nutrients as well as flavours in the important principle of menu
planning and designing. Devine Restaurant Coffee Bar's menu planner ensues that all nutrients
like proteins, carbohydrates, calcium and vitamins are balanced in their dishes. Dishes of menu
should also contains different type of flavours such as spicy, sweet, sour and mix of all that meet
the requirement of type of customers.
Emphasize on variety: In menu designing it is important to have different types of
variety and choices of food that enable customers to explore the menu and get their desirable
dishes. Devine Restaurant Coffee Bar provides various option to customers in food, beverages,
desert and other that are served to customers.
Add contrast: This principle of menu designing and planning is related to having contrast
and texture in menu food as per demand of different customer segment. Menu related to
breakfast, lunch, dinner or brunch have the characteristic of contrasting and balanced with the
timing of meal.
Think about colour: Colour plays important role in menu planning because it attracts the
attention of customers. It is important that menu and dishes both have variety of colours that add
texture in dishes and enable Devine Restaurant Coffee Bar to gain higher customer base.
Consider eye appealing: It is the most essential principle of menu planning. Food,
beverages and desserts of menu should be attractive and inviting to consumers. Devine
Restaurant Coffee Bar ensues that menu should be presented to customers in efficient manner
that catches their eyes (Fusté-Forné, 2021). There are various factors such as shape, size, colour,
method if menu that influence the decision-making of customers.
Types of Menus Static menu: Static menu is the larger menu that is divided into various categories that
does not change regularly and over a period of time. It is considered as customer friendly
menu because it contains variety of options as well as easy to navigate by customers.
Static menus are prepared in printed or laminated format which is used by casual
restaurants. Cyclic menu: Cyclic menu is the format that contains repeated options after specific
period of time or cycle. This menu contains limited food items as well as have specific
segregate customer base for serving it food such as canteen, hospitals, college mess etc.

This type of menus are easy to compile as well as implement change as per availability of
resources and season and customer demand.
 A La Carte menu: A La Carte menu is the menu that is complex and expensive in nature
that contains the list of prices of each item separately. In this menu customers can select
food items of their choice as well as combination of items as per their requirement, taste
and flavours. This menu is generally used in high class restaurant that have skilled chefs
as well as unique eaters.
P2 Determine the customer and business requirements which need to be fulfilled to maximise
profits for a range of different menus
Menu planning is considered as complicated process but it can be designed efficiently if
customer's requirement and trends are kept in mind. It is important for business to analyse the
customer's and business requirements that plan or design menu that fulfil needs and demands of
both. Current trends of market and customer influence menu design (Goh, 2020). Along with
that customer's lifestyle and ethical change with different preferences such as vegan, organic,
vegetarianism, alcohol free etc are considered by restaurant in menu planning.
Customer requirements:
Current customer trend: In food and Beverage industry various changes and innovations
are take place that need to consider during menu planning and designing. There is regular
changes are happened in customer's life style and food habits of customers so Devine Restaurant
Coffee Bar change its menu according to trend that maximise its profits. Customers are currently
like veganism for avoiding the harmfulness of meat as well as diary product. So restaurant
update latest trends in menu for fulfilling customers requirement and generate higher
profitability.
Customer's need: Need of customer is being divided into four parts that includes price,
quality, convenience and choice. Price is the monetary value that of item and customer want
products at fair prices. Along with that customers concentrates on food quality, variety of choices
and convenience (Guyadeen, and Seasons, 2018). Devine Restaurant Coffee Bar focuses on
these customers needs and tries to fulfil them through provide quality service to customers that
lead restaurant towards attaining the objective of higher profitability.
Business requirements:

Availability of equipments and facilities: In order to design and develop menu,
availability of equipment and facility is the basic requirement of restaurants. There is latest
technological equipments, unique utensils and modern kitchens are used by the food industry that
enable provide better quality services to customers and retain them with organisation. Devine
Restaurant Coffee Bar need to adopt latest technology in menu planning that helps restaurant to
attain competitive advantages.
Experienced staff: Each and every business requires skilled as well as experienced staff
members to run their operations with efficiency (Moreno, and Tejada, 2019). Devine Restaurant
Coffee Bar can develop and design effective menu plan with the help of experienced staff.
Restaurant requires chef, cook and other staff to serve customers. Organisation also provide
training to staff for providing better experience to customers.
Current legislation: There is dietary considerations, health, safety and hygiene
requirements must be followed in menu planning as per general food laws. Devine Restaurant
Coffee Bar should follow the Food Safety Act 1990 provide assurance to customer regarding
quality of product. In menu ingredients of dishes are mentioned that improve restaurant's
customer base and enhance profitability ratio.
M1 Compare and contrast a range if menu that have impacted their design
There are various type of menus are adopted by the food and beverage industry the help
customers to select food items as per their desire. These menus are La Carte menu, Cycle menu,
static menu and fixed menu that are differentiated from each other as per their characteristics. La
carte lists the prices for each item separately that provide flexibility to customers to chose chose
items and combination of food items as per their requirement whereas fixed menu has few
options with fixed total price. Cycle menu has the characteristic of repeatation after specific
period of time and consist limited items on the other static menu is larger in size and does not
change over certain period of time (Hanif, and Sutopo, 2019). Devine Restaurant Coffee Bar
analyse the characteristics of each menu and select the most suitable one that help restaurant to
serve properly to customers.
Customer as well as business has different set of requirements for menu that impact the
overall designing of menu. Customer's requirements depend on current trends, their needs, taste
and preferences. On the other hand, there are some business requirements for the menu like
availability of experienced staff, equipment as well as quality and consistency of products. All

these factors collectively impacts the designing of menu. Restaurant consider these factor in the
process of developing effective menu design.
D1 Analyse how customer and business requirements impact the design menu and make
recommendations to meet future trends
Customers and business have their own requirements for the menu that directly and
indirectly impact the menu design. Customers needs and preferences are regularly changed as per
the current market and customer trends that directly affect the menu of restaurants because it is
not possible for restaurant to change the menu frequently. On the other hand, business requires
higher experiences and skilled staff members and latest equipment that helps restaurant to design
menu efficient as per the needs and demand of customers (Jeong, 2018). Devine Restaurant
Coffee Bar meed to consider the perspective and requirements of both customers and business to
develop effective menu.
It is recommended to Devine Restaurant Coffee Bar to conduct in-depth market research
for analysing current market trends and implement in menu for gaining sustainable competitive
advantages. As customers preferred organic food items for maintain their food so, restaurant
recognise this requirement and trend of customers and launch organic food product menu that
meet their current as well as future requirements with efficiency and effectiveness.
TASK 2
(Covered in PPT)
TASK 3
P5 Produce a realistic plan to develop a menu
Realistic plans reflects that if s restaurant has intention to do something in future and
actually have ability to carry out. For the purpose of developing realistic menu plan, it is
important to consider the requirements of customer as well as guest in order to maximize the
profitability of restaurants.
Realistic development plan of the menu in the context of Devine Restaurant Coffee Bar is
mentioned below: Develop the menu concept: In the first step of menu development plan Devine
Restaurant Coffee Bar think and decide which type of menu is suitable for restaurant
according to location, customer demand and ingredients used. Respective restaurant

develops the organic menu that includes dishes that are cooked with natural and organic
ingredients with fresh flavours that attract number of customers towards restaurant. Collect the list of core ingredients: In the next stage of menu plan development in which
lest of core ingredients is prepared by the restaurant. It is important for the restaurant to
understand the concept and target market working with flavours for attracting customers.
It is necessary for Devine Restaurant Coffee Bar to list all core ingredient that are used in
producing the dishes. It also includes the taste as well as flavours that are required by the
customers (Kang, and van Es, 2019). Restaurant tries to repurpose raw material as much
as possible for the purpose of reducing the food cost, waste and take decisions of
investment properly. Select the supply chain: When concept and ingredients of menu are decided by the
restaurant that it starts concentrating on supply channels for making the items available in
different market place. Devine Restaurant Coffee Bar maintains string relationship with
customers and has its own garden in which it grows organic ingredients that help
restaurant to produce organic food products as per customer's requirements. For coffee
and other beverages, restaurant relies on local suppliers who provide it quality material at
affordable prices. Cost out the menu items: As per above discussed factors Devine Restaurant Coffee Bar
measure its cost and decide prices of items of its menu as per target customer,
profitability standards and economy of locals. Restaurant's pricing strategy is enough to
generate marginal profits and satisfy customers with the pricing that are paid by them in
return of food. Visualize the plating and presentation: In this phrase of menu development plan,
restaurant ensures that its food, beverages, coffee, brunch, snakes, wines, and dessert are
served in presentable manner that attract higher customer base. Devine Restaurant Coffee
Bar should concentrates on presenting menu items with unique plates, spoons, glass and
fork. As gusts are looking for attractiveness and flavour in equally manner.
 Run a test Kitchen: When menu is developed with proper concepts, ingredients, pricing
as well as plating but the process does not ends here (Kim,Rosen, Witherell,and Ko,
2019). Testing of dishes in the kitchen is the most important phrase. Devine Restaurant

Coffee Bar checks flavours, evaluate the costing, pricing and time constraints to prepare
food items that meet customer as well as restaurants requirements.
Devine Restaurant Coffee Bar follows the menu development plan that helps it to attract higher
number of customers, meets customers and business requirements as well as maximise overall
profitability of restaurant.
P6 Produce a menu which meets customer and business requirements
Devine Restaurant Coffee Bar
Food Menu
Breakfast:
 Gluten free Granola & food salad
 Eggs on toast
 Quiche Quinoa Porridge
Lunch
 Gluten free Pizza
 Spicy Black Bean Burger
 Soup and Salad
 Mushroom Sandwich
 Vegan Lasagne
 Organic fish and seafood
£10.95
£11.95
£6.95
£9.95
£12.
£15.85
£12.95
£10.75
£12.85
£11.25
Drinks and Beverages
 Coffee
 Blue sky soda
 Jolly green smoothly
£6.95
£7.50
£5.95

P7 Test and evaluate the menu produced
There are various tools and techniques are uses for testing and evaluating success and
problems that are accrued in menu. For the purpose of evaluation, food industry or organisations
measure performance of staff members, chefs, level of customer satisfaction as well as overall
growth of Devine Restaurant Coffee Bar. Some techniques that are used by restaurant for resting
the menu are mentioned below:
Key performance indicator: Continuous performance evaluation through key
performance indicators is necessary for Devine Restaurant Coffee Bar. KPIs such as client
retention rate, customer satisfaction, revenue per client helps restaurant to measure and evaluate
the performance level of staff members in efficient manner. KPIs helps the restaurant to update
the menu according to skills of staff members and customer's demand.
Benchmark: Benchmarking is defined as the evaluation technique against to standards. It
helps restaurant to evaluate the effectiveness of menu as compared to other competitors. In
Devine Restaurant Coffee Bar uses the benchmarking technique of evaluating the effectiveness
of its food menu than other food services that are available in town (Liu, and Tse, 2018).
Restaurant establishes some standards in initial stage them compare actual performance of
restaurant from these standards that help it to eventuate the performance and efficiency of menu.
Customer's feedback and reviews: Proper and regular customer's feedbacks and reviews
helps food industry to review overall performance. It also beneficial for business to improve
ingredients and flavours of the dishes of Devine Restaurant Coffee Bar. As customers are the
backbone of any business sector and their responses are the key factors that help the restaurant to
improve and innovate the menu as per customer's requirements.
M3 Produce a realistic menu using a fully researched and costed plan that meets the overall
business objectives
For developing the realistic menu plan various stages are followed by the Devine
Restaurant Coffee Bar. Initially restaurant develop the concept of menu as per the needs and
requirements of customers through conducting research. In next step, list of core ingredients are
prepared that help business to serve better flavoured food items to customers. Restaurants
ensures that suitable supply chain is used for getting raw material for preparing food for
customers. In next stage, menu planner cost out the menu item through analysing competitors
pricing, production and lobar cost. Restaurant determined the pricing of items as per customers

spending level that enables it to meet all determined goals and objectives of higher profitability
and customer base. Restaurant also concentrates on visualising the plating and presentation and
check the the menu for identifying its efficiency and effectiveness. The whole process is being
implemented by the restaurant after in-depth research that helps business to attain determined
goals and objectives in efficient manner.
M4 Make justified recommendations for improvement based on tests and evaluation of the menu
For the purpose of testing and evaluating the menu various tools and techniques are used
by the restaurant such as KPIs, benchmarking and customer's feedbacks and reviews. Through
using these testing techniques Devine Restaurant Coffee Bar can improve its performance and
provide better experience to customers. It is recommended to restaurant to customer retention
and satisfaction matrices that enable business to identify the level of satisfaction of customers
from organisational menu. These key performance indicators also helps restaurant to make
improvement in its menu planning as per customers requirements. Restaurant should conduct
online survey and market research to take customers feedback and reviews regarding restaurant's
offerings. It is recommended to restaurant to set clear, realistic and achievable benchmarks as per
the overall objective of business (Mathews,Patten, and Stokes, 2021). Restaurant need to adopt
effective benchmarking techniques that enable business to measure actual performance with
establish standards and in case there is some variations are found that corrective actions are taken
for improving the efficiency of menu.
D2 Produce an in-depth
plan for menu development, including KPIs to measure success, produce and test the menu
There is systematic plan is followed by the restaurant to develop and plan menu. Devine
Restaurant Coffee Bar uses proper plan to develop its menu, first of all restaurant develop the
concept of menu and prepare the list of ingredients that are used in menu, select the suitable
supply chain that cost menu item and visualise the plating and presentation and in the last menu
is evaluate and checked in the kitchen for evaluating the effectiveness of menu (Mohamad Aseri,
2020). For the purpose of measuring effectiveness various KPIs such as customer satisfaction
and retention is used that enable restaurant to determine the efficiency and effectiveness of
menu. It is important for the restaurant to make proper research about customers need,

preferences and requirement than take decisions for developing menu that enable business to
attract customers.
CONCLUSION
From the above report, it is concluded that the menu is the most important aspect in
restaurants as well as food service institutions that helps customers to order the food items as per
needs and preferences. Food and beverage industry implements range of principles of menu
planning and design for the purpose of meeting customers requirement. In the menu planning it
is necessary to fulfil the requirements of customers and business that maximises profitability.
Devine Restaurant Coffee Bar develop menu plan and determine the pricing of its menu items
properly that attracts customers towards restaurants. There is various of key Performance
indicators are be used by restaurants for the purpose of examining success as well as profitability
of restaurant menu.

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