Menu Development, Planning, and Design Report for Marcus Restaurant

This report provides a detailed analysis of menu development, planning, and design within the hospitality sector, specifically focusing on the context of Marcus Restaurant. The introduction establishes the significance of food and beverage services in the industry, highlighting the role of menu design in attracting customers and increasing revenue. The main body of the report addresses the principles of menu design, including systematic organization, menu balance, and consideration of diverse customer preferences. It explores different menu types, such as Table d'hote, 'a la carte, and set menus, evaluating their suitability for the restaurant. Furthermore, the report examines both customer and business requirements, emphasizing the importance of target market analysis, adaptation to new trends, and addressing customer needs regarding price, quality, and allergens. It also covers business requirements such as consistency, adherence to food laws, and the role of trained employees. The report then outlines a realistic plan for menu design, emphasizing menu development and innovation, menu design for different items, and compliance with legal regulations. The report concludes with a discussion on menu evaluation and testing, including the use of key performance indicators, benchmarking, and customer feedback. Overall, the report offers valuable insights into creating effective menus to meet customer and business goals.

Menu Development,
Planning and design

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................4
TASK 1............................................................................................................................................4
P1 Determine the principles of menu design and planning for different menu to fulfil
requirement and need of customer.........................................................................................4
P2 Explain requirement of both customer and business to increase revenue for different menu
................................................................................................................................................5
TASK 2............................................................................................................................................7
Covered in PPT.......................................................................................................................7
TASK 3............................................................................................................................................7
P5 Produce a realistic plan to design menu to increase profit and meet customer and business
requirement.............................................................................................................................7
P6 Construct a menu plan to fulfil the requirement of customer and business .....................8
P7 Evaluate and test of menu produced ................................................................................9
CONCLUSION .............................................................................................................................10
REFRENCES ................................................................................................................................11

INTRODUCTION
In hospitality sector, food and beverage item is important sector where this include
restaurant, catering services, hotels, cafes and many more. There is a process in restaurant
prepare, present and serve to customer and these include variety of foods such as coffee,
sandwiches, main course, today's special etc. in this report Marcus Restaurant is taken as
consideration and located in The Berkeley, United Kingdom. They provide fine dining services,
takeaway and home delivery which help them to contact more customers. This report include
principles of planning and design menu which help them to attract new and existing customers.
This also include a realistic plan and evaluate them to meet the requirements.
MAIN BODY
TASK 1
P1 Determine the principles of menu design and planning for different menu to fulfil requirement
and need of customer
Menu is a main selling point where restaurant keep there list which is given to customers
and in menu price is also mentioned with food items been served by organisation. In simple
words, it can be said that it is a list which include various meals of food and beverages whereas
these types of menu have main menu which include breakfast, lunch, dinner menu and beverages
include hot and cold drinks, coffee and many more. This menu is available for purchase and
they order according to their choice then that food items is served by restaurant.
Principles of planning and designing menu
There are some of the principles which should be used by Marcus Restaurant which are
mentioned below:
 Designing menu in such a way which include food and beverage item in systematic
manner as per the categories of food items which help them to attract consumer which
attract them to visit their restaurant and recommend to others (Chai, Hwee Ling Koh, and
Teo, 2019).

 Balance of menu is the most important principle where they design a menu according to
change in demand as they can include cooking methods, healthy foods, seasonality meals
with appropriate price.
 When designing menu restaurant should keep in mind that there are different people and
their choices are also different. They should plan a menu according to various
components such as gender, religion, race and current trend.
Types of menu: There are different types of menu and many restaurant adopt according
to menu offered by them which include Table D'hote, `a la carte and set menu which are
described below: Table d' hote: This is defined as menu where they serve fixed course of item with set
prices but in this type of menu there is limited choices available in restaurant. This is a
French phrase which means 'table of the host' (Dabner, Stewart and Vickress, 2017). The
restaurant can easily prepare there food as they have set standard time fixed which they
serve food to customer in less time. Moreover, customer attract as food is served quickly
without any wait time. In relation to Marcus restaurant, they should develop a plan which
include limited variety of items with fixed prices as it include breakfast, lunch and dinner
menu. `a la carte: This is the another menu which means 'from the menu' as customer can
choice dish according to the given menu as there are different variety of items available
in menu card and prices are set as per dish. This type of menu take lot of time to prepare
food because different people order different food item. In context to Marcus Restaurant,
they have adopted `a la carte menu which involve hot and cold drinks, main menu,
starters and so on. It fulfil the requirement of customer and business requirement; where
customer order as per their wish whereas restaurant serve as demanded by customer. Set menu: Set menu is the third type of menu which means they set price and little
number of menu is available. In this menu they are used in function banquets or in any
occasion (Ding and et. al., 2018).
P2 Explain requirement of both customer and business to increase revenue for different menu
In hospitality sector, food and beverage is important sector which include many activities
such as food preparation, presentation and serving in different way to customer at restaurant or

off premise ie. Home delivery or take away. This help business to fulfil requirements as it
enhance productivity, sales and profit whereas customers can also fulfil their requirements. Some
of the requirements are as follows:
Customer requirement: The requirements of customer changes and demand arises
because of this every restaurant should innovate and introduce new variety of food. There are
some requirements of customers which are as follows: Target market: This is the main important requirement because this impact design of
menu which help restaurant to meet requirements of customers. In this target market,
they analyse and monitor taste and preference of consumer (Harvey and Shepherd,
2017). In context to Marcus Restaurant, they identify what are mostly chosen by
customer as Hindu like vegetarian, kids like cold drinks etc. They give choices to
consumer to rank food according to their preferences. New trends: With the reference to Marcus Restaurant, due to the situation of COVID- 19
to protect the safety, health and demand of customer they have started to prepare
vegetarian food to remain competitive in industry of food and beverages. So, they design
a menu in such a way to attract customer. They can develop menu plan and add
vegetarian food items in a column and divide vegetarian food in different categories such
as demi-vegetarian, ovo and lacto vegetarian or both. Needs of customer: The need of customer depends upon three factors such as price,
choice, quality and convenience. As each factors relates to demand of customer. In
relation to Marcus restaurant, they satisfy needs and demand of consumer by designing a
menu with appropriate price, provide best quality services and produce those food items
as per the choice of customer. Allergens free: Nowadays, people are health conscious and want healthy food so
restaurant try to plan a menu which also includes those which are allergen free. For
example as some people do not consume milk products as they are allergen for that
product. (Hillmann and et. al., 2018). So, Marcus restaurant also include those products
which does not contain milk in it.
Business requirement

 Maintain consistency: In relation to Marcus Restaurant, they set job and responsibilities
according to their skills, competencies and abilities of staff members, they also monitor
performance regularly and motivate them to produce high quality food and beverages
items in restaurant to satisfy both customer and business requirement. Follow general food laws: There are some rules which is followed by every restaurant,
hotels, cafe and many other (Hudson and et. al., 2017). With the reference to Marcus
Restaurant, they follow all rules, policies and regulation such as food safety act, 1990,
General food law regulation, the food safety and hygiene regulation, 2013. this help them
to protect the interest of customer and ensure that they are not involved in any unlawful
activities.
 Experienced and trained employees: Marcus Restaurant give training to all staff
members in order to maintain positive work environment. However, if they introduce
new variety of meal then they give training to their employees, also how to serve to
customers and how to present food and many more. The selected restaurant give proper
equipment so that they can properly prepare foods.
TASK 2
Covered in PPT
TASK 3
P5 Produce a realistic plan to design menu to increase profit and meet customer and business
requirement
They have to develop plan in such a way in order to design menu which retain attention
of customers and provide them various offers, discounts such as Today's Marcus special, take
away and free home delivery offers for occasion and so on which help them to increase sales and
revenue of restaurant. There are various ways that need to be consider while planning to design
new menu to attract customer to purchase foods and beverages which are explained below: Menu development and innovation: They should develop new menu by analysing and
monitoring current and future trend so that customer can also visit to consume meal
according to their choice (Qasim and Zhu, 2017). In relation to Marcus Restaurant, they
should create a new design of menu card which includes images of foods and beverages

which help them to attract kids as well as other people so that they can put an idea
regarding what type of meal they should order accordingly. Design of menu for different items: With the reference to Marcus Restaurant, they have
design their menu in a systematic manner as they have divided their variety of food in
different column such as all beverages in one, main course, lunch menu, Saturday and
many more. This help in increasing the profit and sales of restaurant as it become easy for
customers to order by analysing various variety (Lofland, 2017).
 Compliance of legal laws and regulation: The selected organisation follow all rules,
regulation and policies which help them to add value to customer by maintaining hygiene
and keep their food preparation area and equipments clean daily so that it help them to
maintain good quality and can remain competitive in market which lead to increase sales
and revenue, satisfy requirement of customer and business.
P6 Construct a menu plan to fulfil the requirement of customer and business
Menu should plan and design by owner and staff of restaurant, as it should be in well
organised and balanced manner which attract customers to purchase food items according to
their wish. It includes different variety of meals and beverages. The list of menu in Marcus
Restaurant which include food and beverage menu which is given in table are as follows:
MARCUS RESTAURANT
Food menu:
 Fresh Tagliatelle
 Burger
 Veg Cheese Sandwich
 Pasta
 Warm walnut cheese salad
 Crisps
 Avovado mozzarella
 Tricolor pasta salad
£10.60
£11.30
£9.50
£12.75
£16.20
£17.16
£13.30
£15.85

Beverages menu:
 Cappuccino
 Herbal Tea
 Flavoured coffee
 Kids fruit shoot
 Ice cold milk
 Cranberry Juice
 Mineral water
£7.50
£8.20
£5.50
£6.25
£5.25
£6.60
£5.20
P7 Evaluate and test of menu produced Key Performance Indicator: This is an indicator where it is used by restaurant to
monitor and measure the performance of staff members as what they are working,
following all policies and so on. Key performance indicator is used by every cafe,
restaurant, hotels, banquets. With the reference to Marcus Restaurant, they use this type
of indicator to asses and analyse the profit and sales of restaurant which help them to
design their menu (Marchesi and Matt, 2017). This lead to achieve sustainable growth,
target and attract customers. Benchmark: In context to Marcus Restaurant, they develop some strategies which help
to accomplish requirements of both customer and business requirements in a systematic
manner. This help restaurant to make standards that help employees to achieve target in
particular time. Design menu according to customer feedback: They should design menu in an
appropriate manner which can be done by taking feedback as this help them to plan new
menu in a manner which help them to develop menu according to need and requirements
of customer as this attract customer to purchase food and beverages items.
 Process of recording, feedback and evaluation system: With the reference to Marcus
Restaurant, as they should keep the system for recording feedback of customer as they
visit which help them to meet customer and business requirements.

CONCLUSION
From the above discussion in the report, it is concluded that food and beverage is
important and every restaurant should develop some strategies that help them to gain competitive
advantage from other restaurant and can enhance productivity which lead to increase revenue
and sales of restaurant. There are some principles that need to consider by them such as maintain
menu balance, diversity and there are three types of menu such as Table D'hote, `a la carte and
set menu. In this report it is also discussed that the requirements of customer and business should
be fulfilled such as trained staff, better equipment, current trend in market and many more. There
are some evaluation of test like key performance indicator, benchmarks and feedback from
customers.

REFRENCES
Book and Journals
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Ding and et. al., 2018. A system dynamics-based environmental benefit assessment model of
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Harvey, A. and Shepherd, T., 2017. When passion isn’t enough: gender, affect and credibility in
digital games design. International Journal of Cultural Studies, 20(5), pp.492-508.
Hillmann and et. al., 2018. Educating future managers for developing resilient organizations:
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Hudson and et. al., 2017. Building a place brand from the bottom up: A case study from the
United States. Journal of Vacation Marketing, 23(4), pp.365-377.
Lofland, L. H., 2017. The public realm: Exploring the city's quintessential social territory.
Routledge.
Marchesi, M. and Matt, D. T., 2017. Design for mass customization: Rethinking prefabricated
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Qasim, S. R. and Zhu, G., 2017. Wastewater treatment and reuse, theory and design examples,
volume 1: Principles and basic treatment. CRC Press.
Ranjan, R., Samant, R. and Anand, S., 2017. Integration of design for manufacturing methods
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