Menu Development: Planning, Design, Customer Needs & Profitability

This report analyzes the principles of menu planning and design, focusing on satisfying customer and business requirements to maximize profits, using The Ledbury restaurant as a case study. It covers key aspects such as balancing ingredients, emphasizing variety, adding contrast, considering color, and ensuring eye appeal. Different menu types, including static, cyclic, and A La Carte, are compared and contrasted. The report also examines the impact of customer trends, needs (cost, attribute, suitability, preferences), and business requirements (equipment, experienced staff, legislation) on menu design. It provides recommendations for meeting future trends, such as incorporating organic products and conducting market research. Furthermore, it includes a realistic plan for menu development, emphasizing menu concept, target market, menu design, costing, pricing, and testing, along with KPIs to measure success and justified recommendations for improvement based on menu testing and evaluation.

Menu Development,
Planning and Design

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK...............................................................................................................................................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................................................................................7
TASK 2............................................................................................................................................8
Covered in PPT.......................................................................................................................8
TASK 3............................................................................................................................................8
P5 make a realistic plan to develop a menu...........................................................................8
P6 make a menu which meets customer and business requirements......................................9
P7 Test and evaluate the menu produced.............................................................................10
M3 make a realistic menu by the use of a fully researched and costed plan that meets the
overall business objectives...................................................................................................11
M4 produce the justified recommendations for improvement based on tests and evaluation of
the menu...............................................................................................................................11
D2 make an in-depth plan for menu development, including KPIs to measure success, produce
and test the menu..................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Food and beverage sector plays an effective role in hospitality industry with suitable aims to
offer quality of facilities to their consumers to enhance their global experience. This section
involves several fields like foods and beverages, travel and tourism, lodging, hospitality and
event planning. Such facilities are offered by hotels, bars and eating places. Menu development
concentrates on choosing products and develop the menu. Management utilise guest
demographical, local ingredients with specialised services according to users needs in the
procedure of creating menu. Effectively designed and planned menu allows the chefs to satisfy
their needs of consumers by producing the food products if menu that are ordered by the
consumers (Brokking, Mörtberg, and Balfors, 2021). By managing an efficient menu plan to
decrease food wastage and save cost management put efforts. The management consider in this
report is The Ledbury. It is established in London, England. It offers several courses of dishes
and facilities to their consumers. It also provide superior breakfast and tasty food that maximise
their popularity and brand goodwill. The following report covers the principles of menu planning
and creation to satisfy their consumer desires and managerial needs that are important to satisfy
to produce profit. As with it, basic terms that are essential for costing and pricing the menu and
plan to make menu and test it and analyse it.
TASK
P1 Analyse principles of menu planning & designing
Menu planning is termed as the procedure of deciding the menu that involve main course,
desserts, starters and meal that will satisfy the needs and desires of visitors. The Ledbury focuses
on diverse sort of consumers divisions and create their menu as per to them (Fusté-Forné, 2021).
As there are several principles that are followed by restaurants in the procedure of developing
and planning the menu.
Principles of menu planning
Creating and menu and planning will support the management to satisfy needs of
consumer and retain them with restaurant for efficient course of time. In the procedure of menu
planning there are several principles that are presented by menu planners that are as follows - Balance – Balancing the ingredients and flavours is termed to be an essential principles
of menu planning and designing. The Ledbury's menu planner make sure that all nutrients

such as proteins, carbohydrates, calcium and vitamins are balanced in their dishes. Dishes
of menu should also involves diverse sort of flavours like spicy, sugary, sour and mixture
of all that satisfy the needs of sort of visitors. Emphasize on variety – In menu planning it is essential to have diverse sort of variety
and choices of food that allows their consumers to show the menu and get their
favourable items (Glavič, Pintarič, and Bogataj, 2021). The Ledbury offers several
options to their visitors in meal, drink, starters and another that are offered to consumers. Add contrast – The principles of menu planning and creating is linked to following
contrast and quality of products in their food menu as according to their demands of
having diverse consumer section. Menu linked to breakfast, lunch, dinner have the
aspects of contrasting and balanced with the timing of their dishes. Think about colour – Colours is a significant term in menu planning due to which it
capture the attention of their consumers. It is essential that menu and dishes both have
sort of colours that add texture in dishes and allow The Ledbury to hold their loyal
consumer base.
 Consider eye appealing – It is the most important principle of menu planning. Food,
drinks and desserts of menu should be influential and welcoming to visitors. The Ledbury
make sure that menu must be demonstrated to consumers with potentiality that captures
visitors eyes. As there are several factors like size, colour, shape that will have an impact
on decision-making of visitors.
Types of Menus Static menu – It is the larger menu that are separated into several divisions that might not
vary on regular terms. It is termed as consumer friendly menu due to there varied term of
alternatives that are easy to navigate by consumers (Kim, Sauerwald, and Sukpatch,
2021). Static menus are prepared in printed or roller structure that are utilised by casual
restaurants. Cyclic menu – It is the structure that involves repetitive alternatives after certain period
of time. It involves limited dishes and particular consumer base for offering them food
like canteen, management, school mess and so on. Such sort of menus are easy to compile
and execute variations as according to availability of resources and season and consumer
demands.

 A La Carte menu – It is the menu that are complex and high priced in aspect that
involves the listing of costs of each product effectively. In this menu consumer can
choose food products of their choice and combination of products as according to their
needs, taste and look (Kuo, and et.al., 2021). This menu is basically utilised in upper level
restaurants that have potential cooks and loyal base of visitors.
P2 Determine the customer and business requirements which need to be fulfilled to maximise
profits for a range of different menus
Menu planning is termed as a complex procedure but it can be develop effectively if
consumer's needs and trends are followed in mind. It is essential for management to measure the
consumer's and management needs that plan or develop menu that satisfy requirements and
demands of both. Present trends of market and consumer impact on menu design. As with it
consumer's lifestyle and valuable variations with diverse taste like healthy, vegetarianism,
alcohol free and so on that are considered by restaurants while menu planning.
Customer requirements Current customer trend – In food and beverage industry there are several variations and
invention that require to evaluate while menu planning and making. As there are regular
terms of the variations that are occurred in consumer's lifestyle and food habits of
consumers so The Ledbury change their menu as per to trend that increase their profit.
Consumer are presently like organic products for ignoring the morbidness of meal and
daily products. Hence, restaurant update current trends in menu for satisfying consumers
needs and produce high term of profit.
 Customer's need – Needs of consumer are being separated into four sections that covers
cost, attribute, suitability and preferences (Larimian, and Sadeghi, 2021). Cost is the
monetary value that of the products in what manner consumer need goods at fair cost. As
with it, consumer focuses on product quality, sort of choices and convenience. The
Ledbury concentrates on such consumer requirements and tries to satisfy them by
offering standardised facilities to consumers that lead restaurant towards accommodating
the aims of high profitability.
Business requirements Availability of equipments and facilities – In respect to design and create menu,
availability of equipments and services is the fundamental needs of restaurants. As there

are current technological equipments with original crockery and well furnished kitchens
that are utilised by food sector which allow them to offer standardised facilities to
consumers and retain them with management. The Ledbury require to adapt latest
technology in menu planning that supports restaurant to accomplish competitive benefits. Experienced staff – All management need skilled and experienced staff faculty to operate
their functions with effectiveness. The Ledbury can create and make efficient menu plan
with the support of experienced staff faculty (Mathews, Patten, and Stokes, 2021).
Management need chef, cooks and another staff to manage their consumers. Management
also offers training to staff faculty for offering better experience to consumers.
 Current legislation – It is dietetic considerations, health, security and hygiene needs
should be get followed in menu development as according to food laws. The Ledbury
should follows the food security act 1990 that offers assurance to consumer in terms of
quality of goods. In menu nutrients of dishes are followed that enhance restaurant's
consumer base and increase profitability level.
M1 Compare and contrast a range if menu that have impacted their design
As there are several sort of menu that are adapted by the food and beverage sector and
support consumers to choose food products as according to their needs. Such menus are La Carte
menu, Cycle menu, static menu and fixed menu that are distinguished from each another as
according to their aspects. La carte lists the cost for each product separately that offer
smoothness to visitors to select products and combination of food products as according to their
needs with fixed menu that has few options with fixed total cost. Cycle menu have the aspect of
repetition after certain period of time that involve limited products on another static menu that
are wide in size and does not change with particular period of time (Nevliudov, and et.al., 2021).
The Ledbury measure the aspects of each menu and choose most effective one that support to
offer effective terms to consumer.
D1 Analyse how customer and business requirements impact the design menu and make
recommendations to meet future trends
Consumers and management have their own needs for the menu that will directly have an
impact on the menu design. Consumer requirements and preferences are constantly varies as
according to the current market and consumer trends that will directly affect the menu of
restaurant due to their possible terms for restaurants to change the menu certainly. On the other

side, management needs high term of experience and potential staff faculty with current
equipments that supports restaurant to develop menu effectively as according to the requirements
and demands of the consumers (Newton, and Frantzeskaki, 2021). The Ledbury require to
evaluate the viewpoint and needs of both consumer and management to create efficient menu.
It is recommended to The Ledbury to conduct market research for measuring present
market trends and execute in menu for acquiring sustainable competitive benefits. As consumers
relates to the healthy food products for managing their food products menu with the aim of
satisfying their present and furthermore needs with effectiveness and efficiency.
TASK 2
Covered in PPT
TASK 3
P5 make a realistic plan to develop a menu.
A realistic plan in context with the restaurant can be defined as the plan which shows that
whether the restaurant is willing and have the ability to expand its business in the near future or
not. In the process of introducing a realistic plan for the restaurant, it is necessary for them to
consider all the requirements of the end users which will basically help them in maximising the
final profits of the restaurants.
In context with the ledbury restaurant, a realistic plan is as follows:
 Develop the menu concept: the first step in the process developing of the realistic plan is
to develop the menu concept. the ledbury restaurant have to decide which type of menu
they are going with and it has to be according to the restaurant, location as well as the
customer demand and the most used ingredients (Maxim, 2022). The ledbury restaurant
however have more of healthy options in the menu as it is what the customers are
demanding more nowadays.
 Collect the list of core ingredients: the next is to identify the core ingredients which are
being used in the dishes on the menu. However, it becomes necessary for The ledbury
restaurant to understand the targeted consumers and their tastes and flavours which
attracts them as well (Nyama, and Mukwada, 2022).

 Select the supply chain: once all the core ingredients are being identified by the ledbury
restaurant, they now have to concentrate on its supply channels as it is the only way their
items can be available in the different areas of the society. the ledbury restaurant basically
make a very healthy and strong relationships with its customers. For the ingredients
which are necessary for the making of the dishes are being supplied by the suppliers.
 Cost out the menu items: the cost as well as the pricing of the ledbury restaurant is
being determined as per the targeted consumers as well as the quality of the food thy are
offering. This is the strategy which is being followed by the restaurant and it is also
profitable for them and also satisfy the consumer as they provide quality foods.
 Visualize the plating and presentation: this is the step which helps the restaurateurs to
present its dishes I a way which attracts the more customer base. In context with the
ledbury restaurant, it is advisable for them to use the fancy plates, spoons and forks in
order to make it look more aesthetic (Romanillos, and Llaguno, 2022).
 Run a test Kitchen: last step is to run the test kitchen. Once the whole menu is decided,
the core ingredients are also being listed, and the supply chain and visualising the plating,
it is now turn to test all those plans and make the dishes for serving.
P6 make a menu which meets customer and business requirements.
Devine Restaurant Coffee Bar
Food Menu
Breakfast:
 Gluten free bread & food salad
 Eggs on breads
 Quiche Quinoa Porridge
Lunch
 Gluten free Pizza
 Black bean pasta
 green Salad
£11.95
£10.95
£7.95
£8.95
£11.00
£14.85
£13.95

 avocado Sandwich
 Vegan Lasagne
 green fish and seafood
£11.75
£13.85
£10.25
Drinks and Beverages
 Coffee
 Blue moon soda
 Jolly pink juice
£7.95
£8.50
£6.95
P7 Test and evaluate the menu produced.
There are many tools and techniques which are being used by the restaurants in order to test and
evaluate the future success and all the issues which are being faced by the restaurants in
developing the menu. This is a necessary process for the ledbury restaurant as it will help them to
evaluate the overall performance, the customer satisfaction from their food and many more.
Tools and techniques used by the ledbury restaurant are as follows:
 Key performance indicator: the first tool is the key performance indicator which helps
in the performance evaluation with the help of the key indicators used by the ledbury
restaurant. It can include the client retention rate, the customer satisfaction and the
revenue per clients as well. It helps in calculating the performance level of all the staff
levels and also to change the menu if necessary according to the end users demand.
 Benchmark: this is the tool which can be very helpful for the restaurants. It basically
helps in the evaluation of the tools and techniques which re being used against the
standards (Souflas and et. al., 2022). In other words, basically, it helps the ledbury
restaurants to calculate the effectiveness of the menu as well as the dishes they prepare
along with its competitors. It also includes the effectiveness of the services they provide.
And to evaluate the performance, they look into the standards which the restaurant
introduces in its starting days.

 Customer's feedback and reviews: to have the customer's feedback and reviews is very
important for every restaurant. This will help them to make changes in their services as
well as food accordingly. In context with ledbury restaurant, the customers are considered
as the backbone behind the success and hence they have to make sure to take their
responses seriously and also to improve the menu as per the expectations.
M3 make a realistic menu by the use of a fully researched and costed plan that meets the overall
business objectives.
In the process of developing a realistic menu, there comes various and different kinds of stages in
between. In context with the ledbury restaurants at the start, they have developed their menu by
keeping in mind its customer requirements which was also being done by the research. The next
step which includes in finding up all the core ingredients which are being required in order to
prepare the main dish (Tuval, and Isaac, 2022). The next step includes to fund the correct supply
chain in order to get all the listed ingredients as well as all the raw materials which are required
for the pre4pasration of the dishes. The next step is to plan the menu cost and decide their
appropriate pricing by keeping the two factors which induced the quality of the food and the
targeted audience as well. It has to make sure when deciding the pricing that whether the
customers will pay for this piece or not. Then comes the visualising the plating which also plays
an importance role in attracting the customers by their ambience e as well as using the fancy
utensils for the services as well. This is the whole process of in- depth research which helps in
gaining profitability in future.
M4 produce the justified recommendations for improvement based on tests and evaluation of the
menu.
Different tools and techniques are being used by the restaurants in order to improve their
performance and help them in giving better customer experience as well. These techniques
include the KPI, benchmarking, customer feedback and their reviews (Xiong and et. al., 2022).
However, it is being advised to the restaurant to understand their customers by their orders from
the menu. It also helps the restaurants to improve their menu according to the taste and
preferences of the consumers and the changing trends as well. In addition to this, it is also

advisable for the restaurants to set realistic and achievable goals which makes it easy to achieve
them as well.
D2 make an in-depth plan for menu development, including KPIs to measure success, produce
and test the menu.
Every restaurant follows a systematic plan in order to make a great menu for their place. In
context with the ledbury restaurant, before preparing the menu, they first have to make the list of
the ingredients they have to use. Later they need a solid supply chain for those ingredients and
then use tools in order to determine the cost and the pricing of the dishes they are preparing.
Visualising the plating and presentation is also a very important step in order to attract the
customers. Last is to run the kitchen to have the customer feedbacks in the end (Zhou and et. al.,
2022). Therefore, it can be said that it is very important for the restaurants to do a proper market
research about their needs and want and develop appropriate strategies in order to gain those
customers.
CONCLUSION
From the above report, it has been concluded that menu for any restaurant has been considered as
the most important aspect as well as for the other food service institutions which helps them to
list all their dishes they make in a systemic way which can be understandable by the people along
with the prices as well. The planning as well as the designing of the menu consists of various
steps which includes the major first step to have the customer requirements which will help them
to maximise the profits of the restaurant. for the respective restaurant however, it is advisable for
them to make a menu plan in which they can set the prices of the dishes appropriately and which
can attract the customer base as well. In addition to this, there are different kinds of performance
indicators as well which are being used by the restaurants in order to have the future success and
high profitability of the restaurant in the future.

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