Midsummer House Restaurant: Menu Development, Planning and Design

This report provides a detailed analysis of menu development, planning, and design, focusing on meeting business and consumer goals within the restaurant industry, particularly using the Midsummer House restaurant as a case study. It covers principles of menu planning, business and cust...Read More

MENU DEVELOPMENT,
PLANNING AND
DESIGN

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Principles of menu planning along with design in order to meet business as well as consumer
goals............................................................................................................................................1
Business and customer requirements that needs to be fulfilled in order to increase profit
margin.........................................................................................................................................2
Comparison over the range of different menus along with consumer and business
requirements which have impacts over the designs ...................................................................3
Analysis over customer and business requirements that impacts over the design of a broad
range of menus and recommendations in order to meet future trends .......................................4
Identification of realistic plan to develop menu to meet business and consumers requirements
for profit maximization...............................................................................................................4
Producing menu which fulfill business and customer needs to maximize company profits......6
Evaluation and testing of menu produced...................................................................................7
Production of realistic menu using complete research and cost plan that appropriately meet
business objectives of Midsummer House restaurant.................................................................8
Recommendations for improvements based upon tests and menu evaluation............................8
Detailed plan for menu development including KPI's to measure success along with
recommendations to resolve issues to determine business objectives........................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Menu planning and designing refers to the procedure which is related to deciding about
the food and beverages that are being desired by the consumers at the time of each individual
moment of time for example at the breakfast time, main dishes at the time of lunch and for
dinner purpose, side dishes as snacks as well as desserts (Pusiran and et.al., 2021). It also
includes understanding the number of meals that are going to plan for and the time at which they
are being served to the guests.
This study will elaborate the aspects in detailed manner by choosing Midsummer house
restaurant through which the principles of menu planning and designing in order to meet
business as well as consumer requirements will be expressed. Moreover, the comparison of
diversified menus, analysis over the customers and business requirements or desires that impacts
over the design along with realistic planning to develop menu will also been discussed. Apart
from this, the report will also highlight the concepts of production of menu along with specified
recommendations in order to do further improvements which are based upon the tests and
evaluation by including Key Performance Indicators in order to measure the success of the
business.
MAIN BODY
Principles of menu planning along with design in order to meet business as well as consumer
goals
Any restaurant's menu is a kind of document that works as a great and most significant
marketing tool for the business if it is being designed in a way which is appropriate, specific and
well organized along with fulfil all the requirements of the guests. An effective way of menu
designing helps to prepare the document which are capable enough to share exact and proper
information with same intentions which genuinely has been shared or convey by the owner to
their customers. It is generally completely up to the chef as well as the restaurant owner to come
together in a way through which they can share its particular vision and mission of planning the
menu document (Tsangas and et.al., 2020). In order to make the planning for menu effective
and prominent, the owner have to adopt certain principles according to which they are
appropriately able to design their restaurant menu.
1

 Type of consumers and their age group: It is highly effective especially for private
kind of parties which include birthdays, senior citizens programs, visit of overseas
students, meet of sports player after their matches, etc., each and everybody requires
their personal consideration while deciding over the menu that is being served to them.
 Location: Studying the area or location in which the enterprise or premises are being
situated along with the potential target market of their buyers.
 Type of enterprise: There is always a consideration variance that is being occurred
within the menu of the firm for instance, the menu of five star hotels and restaurants are
completely different from the small cafes or road side stalls.
 Religious rules: It is applicable by offering services at the special occasions and the lack
of information or knowledge about the culture might easily lead towards bad offences
towards the business enterprise.
 Price range: If the fair charges are not being charged from the guests in order to satisfy
them, repeat business may not occur and the caterer may go out of the business league.
 Competition: It is wiser quality to prepare menu items quite different to those of nearby
or competitive enterprises in context of price and quality both.
 Appropriate language: The language of the menu card should be readable and efficient
enough to understand by each and every person who are going to enter into the premises.
 Correct sequence of courses: The sequence in order to describe the menu card dishes
should be highly efficient and appropriate to make it easy for the customers to choose the
correct item according to the timings and can achieve a great balance.
 No repetition of commodities: Never repeat the basic ingredients or dishes names into
different courses over the menu as it provide bad impression on the guests.
Business and customer requirements that needs to be fulfilled in order to increase profit margin
Food and beverage industry is considered to be the fast and rapid paced industry which
includes so many trends along with the innovation during the same time. They are important and
stable contributor towards the United Kingdom's economy and plays a vital role as an employer
into varied regional economies. Consumers are the people who require constant improvements
and changes over the time and thus acts as one of the most prominent candidate among the
complete functioning of the business activities that are related to the restaurant industry.
2

Different people having their own individual life style and thus according to that they are highly
different in their choices and demands as well. It basically explains the ways in which a person
live or behave among people for example vegetarianism is a kind of choice that is being greatly
required by them for their own choice and betterment of their health (Sun and et.al., 2020). As
per diversified studies, it has been evaluated that the latest trends includes healthy eating habits,
zero waste, meat free food, cutting sugar ingredients, cooking at home, alcohol free, buy local
and non-dairy products demand arises. Hence, in order to enhance the profit maximization, the
enterprises have to consider the consumers tastes and preferences that has been chosen by
consumers very consciously over other products offered to them. They have complete power in
order to change the complete business activity that are going to conduct by them.
Furthermore, the preferences of consumers also provide permit to the buyers to rank the
gathering of goods and services according to the level of utility of the firm that is being provided
to the guests. Although the abilities to purchase items does not consumers describe the likes and
dislikes. Thus, the customers desire for better flavours, nutritious, healthy and safe food,
convenient at better price, quality, with appropriate choice and into full convenient ways. In
addition to that, the business enterprises have their own and personal requirements as well which
includes experienced staff members, trained candidates, better facilities and equipments, along
with appropriate planning for the same (McAdams and et.al., 2019). With the help of effective
product and service quality as well as consistency, the company is able to create an image
among the users due to which they become highly committed towards their business
requirements.
The Midsummer House restaurant adopts certain practices which includes appropriate
documentation, job responsibilities, setting shifts, station component, day to day checklist,
cleaning as well as maintenance of consistency in the business practices. With the help of such
activities, the restaurant is able to enhance their profit margins over constant basis with having
large amount of satisfied customers.
Comparison over the range of different menus along with consumer and business requirements
which have impacts over the designs
The Midsummer House restaurant in context of hospitality industry serves multiple range
of goods and services at affordable prices. Determination and identification of compare and
3

contrast over diversified menus, business requirements and customers. The management and
staff of the restaurant shares one of the most effective practice such as connect to their audience
in significant manner. Thus, the company has the moral duty to engage appropriately and
effectively with the sustainable menu which includes proper distribution of breakfast menu,
lunch, dinner items, etc. As the firm provides accommodation facilities as well, the people are
more engaged into the stay at hotel room services as well (Jiang and Ma, 2020). Hence, it is also
profitable for the firm as they are able to fulfil the desires and requirements of their consumers.
For the purpose of dinner requirements, they do have duty to concern and table settings with
candles for candle light dinners, add-ons over drinks in menu card helps them to influence
customers attraction.
Analysis over customer and business requirements that impacts over the design of a broad range
of menus and recommendations in order to meet future trends
Consumer and business requirements influence bigeminal factors of business actions.
According to the above represented study, it has been identified that company develops higher
consideration towards the fulfilment of consumer needs and requirements with certain kind of
variation within the menu over the basis of the latest trend identification. Evaluation of
consumers and market trends effectively able to provide appropriate information in which, the
menu planning and food products or items plays considerable role in order to attract more and
more customers along with providing long term benefits to the business and help them for
further expansion (Lalicic and Önder, 2018). It is an essential and beneficial approach as it assist
in profit maximization or restaurants and service origination along with the services.
Identification of realistic plan to develop menu to meet business and consumers requirements for
profit maximization
Consumer requirements state that in hospitality industry, profit maximization greatly
impacts the business for various reasons and majorly it appropriately manages at the time when
the establishments properly evaluate recent market trends which includes variation among the
food products style, consumer needs, current and innovative approaches along with taste and
preferences of customers. The Midsummer House restaurant decides to create a realistic plan in
4

order to identify consumers requirements which is ultimately useful for profit expansion in
business activities are as follows:
 Recent trends in context of food requirements of consumers: From the buyers and
market point of view it has been determined that people highly engaged towards light
food eating, requires less sugar or fatty products, avoiding alcohol based goods and
preferences which includes home made food items are greatly in demand. Thus, the idea
for all such requirements are highly beneficial for the profit maximization of business
entity (Sturiale and Scuderi, 2019). Another research states that majority of customers
nowadays are moving towards adoption of vegetarian food items and even towards vegan
food products as well. Therefore, it is quite significant for the Midsummer House to
develop dishes according to the preferences of buyers which are prepared with less non
required products and fulfil the basic desires of healthy eating habits appropriately.
Furthermore, up to some extent, the premises also have to offer fast food items as well in
order to attract young adults and children towards their business.
Business requirements on the other hand includes the involvement and proper
engagement of employees of the organization which having great experiences because if the
candidates are having long term experiences then they are appropriately able to generate good
ideas and also prefers timely distribution of services most effectively. This includes:
 Involvement of all the staff members at the time of deciding anything about the business
along with the practical application after identification of one's abilities such as testing of
chef's skills before hiring them. It is because the taste within the restaurant is totally
dependent upon the chefs skills and talent.
 At the time of providing food services within the market place, the businesses have to
deal with developing higher concern towards the training distribution sessions which
assist newly introduced members to expand their abilities in order to provide appropriate
services within the work premises (Heydaryan, Suaza Bedolla and Belingardi, 2018).
 Distribution of proper information, ideas and knowledge regarding the facilities and food
offered by them is highly required to serve the consumers in the best manner.
5

 Moreover, focusing towards the cleanliness within the restaurant is the most effective
approach to attract customers and completion of business requirements for profit
enhancement.
Producing menu which fulfil business and customer needs to maximize company profits
Customers basic requirements basically refers to needs of the customers at the time of
selecting the food items while purchasing products from the restaurant. Their foremost concern
is towards the price, quality, quantity, location and hygiene fulfilled by the restaurant's. Thus, it
is considered as the primal thing to be focused. It is because even if the menu is nicely prepared
or perfect in every manner, then also certain aspects fulfils great extent in order to attract more
customers. The customer requirements have been fulfilled by considering certain aspects such
as:
 Price: The Midsummer House is one of the luxury brand within the UK. It has been
evaluated that nowadays, people are more prone to roam around at diversified locations
and thus, they focus only towards the quality of services that are being offered to them
rather than the prices up to some extent (Mang and Reed, 2020). But for the business
entities as well, it is their primal responsibility to serve their customers according to the
prices that is being charged to them.
 Quality: Providing appropriate quality should be the foremost preference of any business
in order to attract more customers towards the premises.
 Choice: For any business entity, it is highly important to offer various alternative options
specially within the food items in order to maintain and sustain their brand value among
the competitive market place.
 Convenience for customers: The premises and the products are considerably convenient
for the customers to grab properly. For this, the restaurants just like Midsummer House
have to do various researches over the goods and services that are going to offer by them
within the external environment.
In order to meet business requirements it is beneficial to make product quality on
constant basis which involves proper development of planning and then distribution of work
accordingly by identifying individuals abilities of performing the tasks. Another requirement
6

belongs to hygiene and safety which is most important in context of managing to enhance the
business attraction among the customers (Iqbal and et.al., 2019). And the last is the fulfilment of
requirements which has been identified by properly doing market research about the latest
demands in food and beverages. However, this requires proper evaluation of the market in order
to get enhanced profits.
Evaluation and testing of menu produced
Product control processes
Organizations after deciding to prepare appropriate plans in order to develop and prepare
their menu document, the role of managers and chefs arises in context of taking decisions about
the prices. Midsummer House restaurant manager also follows and prefer similar kind of
processes. The businesses have to deal with changes and alterations after considering the
changes that are being required by consumers (Kishawy, Hegab and Saad, 2018). This
sometimes also requires new and innovative cost preparation after identifying and research
within the market place. The management of the business have the basic role to take decisions
appropriately after generating effective cost decision plan in a way which satisfies the desires of
customers. For this, it is recommendable to the firm to recruit experienced staff members who
can generate menu with various variations and able to attract more and more customers towards
their business activities.
Cost control procedure
Cost controlling is done by the management after evaluating consumer demands in
effectual manner. Midsummer House is a luxurious hospitality firm which mainly focuses
towards the high quality of food and beverages and thus higher in cost as well. Although, the
firm always tries their maximum to have complete control over the costs according to the
services and preferences that are being expected from them (Hutchison and Woodward, 2018). It
is basically a way to identify and reduce business expenses in order to manage or increase
profits.
7

Production of realistic menu using complete research and cost plan that appropriately meet
business objectives of Midsummer House restaurant
Chefs and the management staff of the restaurant have detailed idea about the cost and
efforts that are being incurred in order to prepare any product and to offer any kind of services to
their guests. Thus, the prices of goods and services has been adopted after considering all other
aspects which include the efforts taken by chef in order to prepare the item, cost of items that are
being used to prepare the dish, service charge, ambience charges along with other necessary
resources that are incurred from beginning i.e. making to serving of the food or beverage item in
front of guests (Kim and et.al., 2019). The chefs of the Midsummer House always done what
they do best and expertly refine the menu after showcasing their reverence for purity of flavours
and natural seasonal ingredients. This speciality helps the firm to meet their cost and business
requirements.
Recommendations for improvements based upon tests and menu evaluation
The menu should be prepared in a way which meet customer and business requirements
to maximize profitability within the enterprise. The produce has been utilized from appropriate
sources that are able to meet quality standards and thus allows optimum profit margins. This
maximizes the usage of skills and resources along with preparing balanced menu with complete
creativity and imagination (Yu and Chen, 2018). Moreover, it should be prepared in order to
fulfil all the legal requirements related to the menu labelling rules and regulations.
Detailed plan for menu development including KPI's to measure success along with
recommendations to resolve issues to determine business objectives
Key performance indicators are the quantifiable measure that is being utilized to evaluate
the success of the firm, employees etc. in order to meet objectives for better performances. This
assist in measuring progress, make adjustments and stay over track, solve problems or tackle
opportunities and evaluate pattern over time. The performance of managers within the
Midsummer House restaurant will be measured over the basis of sales and profitability measure
which includes cash flow, cost of goods sold, labour cost percentage, sales per employee each
hour, revenue per available seat hour, table turn rate, average table occupancy, spend per head
and employee overall turnover (Kim, Beckman and Agogino, 2018).
8

Thus, in order to increase the performance level, it has been recommended that the
performance have been measured over the basis of online reviews, customer retention rate,
social engagement of the firm, website traffic over online platform, kitchen and management
cost, customer service costs and by taking timely feedbacks from customers helps the
organization to achieve their business objectives which is customer satisfaction and profit
maximization.
CONCLUSION
From the above report, it has been concluded that proper menu planning and designing is
highly important in order to plan effective marketing strategies for any restaurant. The menu
should be prepared in a manner that appropriately represents eatery personality, promotes
profitability, generate budget, keeps the brand value in the market place and focuses towards
overall operations of the enterprise.
9

REFERENCES
Books and Journals
Heydaryan, S., Suaza Bedolla, J. and Belingardi, G., 2018. Safety design and development of a
human-robot collaboration assembly process in the automotive industry. Applied
Sciences, 8(3), p.344.
Hutchison, A.C. and Woodward, L., 2018. Examining the technology integration planning cycle
model of professional development to support teachers’ instructional
practices. Teachers College Record, 120(10), pp.1-44.
Iqbal, M.I. and et.al., 2019. Interactive Multimedia Development in Futsal Basic
Techniques. Journal of Education, Health and Sport, 9(10), pp.121-131.
Jiang, J. and Ma, Y., 2020. Path planning strategies to optimize accuracy, quality, build time and
material use in additive manufacturing: a review. Micromachines, 11(7), p.633.
Kim, E., Beckman, S.L. and Agogino, A., 2018. Design roadmapping in an uncertain world:
implementing a customer-experience-focused strategy. California Management
Review, 61(1), pp.43-70.
Kim, S. and et.al., 2019. A design for additive manufacturing ontology to support
manufacturability analysis. Journal of Computing and Information Science in
Engineering, 19(4).
Kishawy, H.A., Hegab, H. and Saad, E., 2018. Design for sustainable manufacturing: Approach,
implementation, and assessment. Sustainability, 10(10), p.3604.
Lalicic, L. and Önder, I., 2018. Residents’ involvement in urban tourism planning: Opportunities
from a smart city perspective. Sustainability, 10(6), p.1852.
Mang, P. and Reed, B., 2020. Regenerative development and design. Sustainable Built
Environments, pp.115-141.
McAdams, B. and et.al., 2019. A cross industry evaluation of food waste in restaurants. Journal
of Foodservice Business Research, 22(5), pp.449-466.
Pusiran, A.K. and et.al., 2021. Food Culture Integration in Menu Plan for a Sustainable
Homestay Business. Journal of Environmental Management & Tourism, 12(1), pp.258-
265.
Sturiale, L. and Scuderi, A., 2019. The role of green infrastructures in urban planning for climate
change adaptation. Climate, 7(10), p.119.
10

Sun, Y. and et.al., 2020. Constraints hindering the development of high-rise modular
buildings. Applied Sciences, 10(20), p.7159.
Tsangas, M. and et.al., 2020. Life cycle analysis in the framework of agricultural strategic
development planning in the Balkan region. Sustainability, 12(5), p.1813.
Yu, Y. and Chen, Y., 2018. Design and development of high school artificial intelligence
textbook based on computational thinking. Open Access Library Journal, 5(9), pp.1-15.
11