Menu Development, Planning, and Design for Britannia Inn Hotel UK

This report provides an in-depth analysis of menu development, planning, and design, focusing on Britannia Inn Hotel in the UK. It explores the principles of menu planning, including balance, costs, and variety, and how these principles align with customer and business requirements to maximize profitability. The report compares different menu types, such as à la carte and specials, and analyzes how customer preferences and business needs impact menu design. Recommendations are made to meet future trends, such as sustainability and health-conscious options. Furthermore, the report outlines a realistic plan for menu development, emphasizing market research, course categorization, pricing strategies, and legal requirements, and it discusses the importance of staff training and equipment. The ultimate goal is to produce a menu that meets both customer and business requirements while maximizing profitability for Britannia Inn Hotel, along with suggestions for improvement based on tests and evaluations.

Menu Development,
Planning and Design
TASK A

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
The principles of menu planning.................................................................................................3
Determining the customer and business requirements which need to be fulfilled to maximize
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. .........................................................................................6
Analyse how customer and business requirements impact on the design of a broad range of
menu and make recommendations to meet future trends. ...........................................................6
Producing a realistic plan to develop a menu which meets customer and business requirements
to maximize profitability. ............................................................................................................7
Produce a menu which meets customer and business requirements to maximize profitability. .9
Test and evaluate the menu produced........................................................................................10
Producing a realistic menu using a fully researched and costed plan that meets the overall
business objective.....................................................................................................................11
In depth plan for menu development including KPI to measure progress and success.............12
Conclusion and Recommendations for improvement based on tests and evaluation of the menu
....................................................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Menu planning is the most important factors which is designed by hotels to meet
the requirements of customers. The present report will be based on menu planning,
development and design of Britannia Inn hotel situated in UK provides furnished rooms
with free Wi-Fi and breakfast.
The principles of menu planning
Balance- The principles of menu planning say that the organization needs to
focus on this factor and balance everything before implementing and designing menu
for customers.
Costs- The hotel also needs to know about this factor in order to provide good
menu planning for the customers. Nowadays, customers are more concern about food
price. Before planning and designing cost for menu and meals the hotel or restaurant
need to very careful.
Variety- variety in menu plays a vital role to attract more customers in the hotel.
Nowadays, people are more focused on improving their diets and having proper
nutrition (Baiomy, Jones and Goode, 2019). The hotel needs to focus on providing
varieties of options for different people because every customer has different choices in
terms of menu. For example- some customers wants to have main course but some of
them like to have starters before main course. Therefore, varieties of menu options will
attract customers in the hotel.
Medical requirements- The hotel needs to focus on people choices like gluten
free diets, sugar free food items to avoid any kind of harmful disease. People are
attracted towards foods like diabetic diets So restaurant need to concentrate on medical
requirements of people before designing menu.

Lifestyle choices- As the customer trends are changing day by day it is
mandatory to focus on lifestyle choices (Weriza and et.al., 2021). These factors refer to
the way a person lives or behaves for example- nowadays, people are attracted towards
vegetarian food and healthy diet.
Determining the customer and business requirements which need to be fulfilled to
maximize profits for a range of different menus.
Hotel industry is the fastest growing industry in the world, in which the most
growing sector is food and beverage industry is the popular among them. They are
developing with innovation and many new trends (Ho, and et.al., 2021). Nowadays,
customers are more concerned about their safety and health, so they prefer to eat
healthy food instead of consuming unhealthy food like high calories' food.
Customer requirements-
As per the new customer trends people are more attracted towards meat free
food, sugar free, alcohol free, vegan and others. So, while preparing menus, the hotel
owner needs to take all these important trends into consideration. These current trends
influence menu choices due to the fastest change and trends among people.
 Customer requirements can influence menu choices in many ways such as social
influence, rapid change in the economic factors and many more. Customer tastes
and preference are so powerful in nature that they can easily and immediately
change how businesses conduct their business operations and activity. Before
targeting clients, the firm needs to design its menu in such a manner that they
meet their needs effectively.
 As customers are more concern about price of food, and they purchase service
when they are satisfied with the cost. Therefore, cost of menu and gender
differences is a very important for the hotel to gain the competitive advantages.
So, the hotelier needs to be careful about cost of dishes before making menu
planning.
 In today's environment where Customer needs change over time pressure on
hotel industry is more to make rapid changes and be competitive ( Sufahani, and
et.al., 2020). They also need change to meet their requirements so food industry

needs to focus on trends like veganism and concentrate on lifestyle choices such
as sugar free diet, vegetarianism and many more.
 For example- customer needs changes with the change in market trends.
Britannia Inn hotel in UK needs to focus on alcohol free and healthy eating trends
before making any menu planning. They need to understand customer choices
such as vegans will not eat dairy produce, animal produce and eggs.
 Mostly young generation are attracted towards better flavour food and beverage,
healthy nutrition and quality of food. And on the other side old people are
focusing on taking diabetic diets and gluten free diets. Before menu planning
Britannia needs to focus on factors like quality, price choice and convenience.
Business requirements-
It is important to also concentrate on business requirements and need to take
into consideration in order to design realistic, profitable and achievable menus.
 If the business is having experience and talented employees, then they can
easily attract customers. Talented and skilled staff requires more effective
training to meet the requirements of customers. Whenever the customer visit
hotel they notice everything from hotel atmosphere to staff to food menu.
 To meet the maximum profitability, the food industry needs to provide effective
training to employees and hire experience people. For example- for preparation
of food it is necessary to hire talented cook with good knowledge and skills so
that he\she can maintain the kitchen protocol along with the viability in food
preparation time.
 Make sure staff members follows all the rules and regulation to avoid any kind of
uncertainty in the future (Pichugina, 2020). In addition to this, it is very important
to focus on availability of proper tools, equipments in kitchen such as knife, oven,
many others. Britannia Inn hotel needs to focus on equipments used while
preparing food and facilities available in the kitchen.
 The food timing is important factor because customer don't prefer to wait for their
food. Delay in food servicing will disappoint customers and this will affect the
reputation of the hotel. Therefore, Food and beverage industry needs to know
about the viability in food preparation time and kitchen protocol as well.

 In order to maintain consistency in the hotel, they need to focus on providing
roles and responsibilities to each staff, provide them training on any kind of
changes and also training sessions on maintenance and cleaning, food safety,
hygiene and on recipes. It is also important to set shifts for employees. Having a
wide range of variety in the menu is essential and very helpful for the hotel to
offer different types of customers with diversity in their menu.
Compare and contrast a range of different menus and the customer and business
requirements which have impacted on their design.
À la carte- This type of menu is basically prepared by the hotel which is well-
known for its benefits in which customer has a choice of individually priced dishes for
each and every course.
Specials- it is a kind of menu which is well-known for its pricing method, the
format of menu says it is a reduced price fixed menu from which diners can choose.
 Britannia Inn Hotel is following specials dining where they provide special offer
with fixed price menu. Here, they provide special meals which is available
through a special board.
Analyse how customer and business requirements impact on the design of a broad
range of menu and make recommendations to meet future trends.
An effective menu planning and designing plays a vital role in order to attract
customers in any restaurant. The marketing plan should be designed in such a manner
that its meets the goals of the firm. It is essential to design a many in most effective
manner. When the hotelier design a menu it should express everything such as pricing,
quality, ingredients and others (Oo, Liu and Nyirongo, 2018). It is important to focus on
overall business operations, promotional activities, profitability, budget development and
keep the brand image fresh in the mind of customer by offering them varieties of dishes.
For example- if Britannia Inn hotel properly design menu planning then they can direct
the attention of their guests and increase the chances that those food items will be
ordered by them. By doing so, hotel image, profitability and performance can
immediately increase. On the negative side, if the restaurant doesn't follow clients and
market trends then they cannot meet the customer satisfaction and not able to achieve
success in the food and beverage industry.

Recommendations-
Nowadays, customers are taking health and safety seriously, especially after the
pandemic. As food and beverage industry is taking sustainability seriously, the Britannia
Inn Hotel needs to concentrate on providing organic food, healthy diets, gluten free
dishes to meet the trends. The customers are more attracted towards eco-friendly
products or services such as avoiding wastage of food. Managers of the hotel needs to
choose sustainability as it is the more important trend followed by everyone in the food
and beverage industry. In the upcoming year, technology and innovation will attract
more customers (Ahn and et.al., 2018). Cost effectiveness factors should also be taken
into consideration along with taste and preference and customer choice.
Producing a realistic plan to develop a menu which meets customer and business
requirements to maximize profitability.
To meet the needs and requirements of customers and business requirements
the Britannia inn hotel must follow the below mentioned plan for developing menu and
designing it properly.
Market research- market research is the best way to keep track on the changing
trends especially in the food and beverage industry (Lee, and et.al., 2020). First of all,
the hotelier needs to do proper market research, by doing, so they can find out key
consideration of external and internal factors which can impact the market position of
the hotel.
Courses- meals and dishes in the hotel are divided into different types of
categorizes such as beverages, main courses, cold drinks, soft drinks and others (Yu
and Liu, 2021). This should be taken into consideration while planning menu by
addressing it effectively the hotel can satisfy customers and their convenience.
Prices- prices can provide customer more options tp choose from menu. This is
the only factor that influence the purchasing power of customers. Going through the
menu the customer first looks at the price of meals and food items then they decided to
order. Therefore, it is essential to concentrate on this factor and pricing strategies to
meet the satisfaction level of clients.
Design and Layout- It is important to create attractive infrastructure such as
rooms, photography, painting, interiors and art pieces in the lobby. Having good

furnishing and designing of menu the hotel can attract more customers. Hotel should
provide clear layout so that customer can understand the dishes details.
Staffs- staff members and employees in the restaurant plays a vital role because
they are the one who provide servicing to customers. The hotel should properly divide
roles and responsibilities among staffs so that they can serve confidently to guests.
Legal requirements- The legal laws regarding the menu planning are very
essential which needs to properly checked. The hotelier needs to give detailed
information about such laws to employees for being active while serving food on dining
table. By following legal laws and legal standard hotel can achieve good reputation and
requirements of customers which includes menu labelling law.
Tools, facilities, equipments and health and safety-- cleanliness and
maintenance in the kitchen areas is important for safety and health measures. The
hotelier needs to focus on these factors and facilities they offer. While preparing dishes
is it essential to use some equipment’s and tools which should be properly clean and
maintained by workers. For menu planning it is necessary to bring effectiveness in the
production management and operational management.

Produce a menu which meets customer and business requirements to maximize
profitability.
Balance- proper balance has been maintained in the planning of current menu of
the Britannia inn hotel as there are different types of dishes available as per the needs,
choice, convenience of customers (Lai, and et.al., 2021). It contains dishes which are
more beneficial for the guests' health such as proper protein, nutrition meals and
healthy diets. Balance between marketing, diversity, health and hygiene, pricing of
menu, food cost and financial consideration is well maintained.
Price – To all the different types of dishes the price strategy given here is
effectively maintained to meet the requirements of clients this menu has followed pricing
strategy in which clients can afford it. By having this strategy, the hotel will be able to
attain competitive advantages in the food and beverage industry.

Test and evaluate the menu produced
It has been said that it is very important to measure the success criteria of brand
with the help of techniques. In order to evaluate the menu produced the restaurant can
use the key performance indicators and benchmarking so that they can easily know the
success of its business in the competitive market.
Feedback- the hotel needs to collect feedback from customers about what they
like and what they dislike about the facilities provided by them.
Survey- After doing market research and survey, the hotel can collect the
experience rate about the customers. This can be done through survey, personal
interviews and market campaigns (Rogers, 2021). Providing them feedback forms and
ask them to rate dishes from 1-10 scale and suggest tips to improve it. With the help of
emails and messages the hotel can collect this data and make necessary improvement
in its menu planning.
Menu engineering matrix
Basically, it is a graph used to know about the popularity and demand of the
product. According to Pranita, Ramzani and Auliya, (2019), The hotel use this to find out
the quantity of the dish sold and also profitability of food item. It can be used by
Britannia Inn Hotel to increase profitability and gain competitive advantages.

Source: (Attwood, Chesworth and Parkin, 2020)
Dog- Veg Kebab falls within the dog category this means it has both low profit margins
and low popularity.
Plow horse- Japanese smoked salmon salad falls under this category because it is
popular amongst diners but have low profit margins.
Puzzle- fish cakes fall under this category because it has a high profit but need to
improve popularity with customer.
Star- In the current menu, popcorn shrimp and House slaw have high profitability and
popularity because they are very popular with customers.
Producing a realistic menu using a fully researched and costed plan that meets the
overall business objective
Menu must be categorized into various headlines such as main course, soups,
starters and others. The hotel needs to consider attractive layout and design plus price
effectiveness must be maintained. Make sure to follow kitchen protocols to maintain the
cleanliness in kitchen and safety of customers and staff.
In depth plan for menu development including KPI to measure progress and success.
Key performance indicator can give an idea about the success of the company
and by using this method the food industry can rapidly identify any problems in the way
they are running their business operations.
Prime cost- The turnover rate of the restaurant will explain the menu and cost-
effectiveness, as it is a combination of cost of goods sales and labour cost. This factor
needs to be taken into consideration while measuring the success criteria.
Customer satisfaction- By having customer survey the hotel can know about
the customer focused KPI’s as per their taste and preference. The hotel can focus on
per customer efficiency, customer satisfaction level and retention rate.
Sales and revenue growth- The sales and revenue growth of the menu which
has been selected in the study shows the success of hotel.

Conclusion and Recommendations for improvement based on tests and evaluation of
the menu
To conclude, it is important to improve the main titles and headlines in the menu
planning so that customer can understand easily. It is recommended to hotel that all the
menu should be mentioned in their sub titles for example- beverage should be in main
heading, in that all types of soft drinks and others should be mentioned. Clearly mention
types of flavours and ingredients use in it. Seasonal dishes need to be mention in the
separate page to attract customer attention.

REFERENCES
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JAKARTA SIMATUPANG. Journal of Indonesian Tourism and Policy Studies.
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Resilient Futures Integrating Disaster Risk Reduction, Sustainable Development
Goals and Climate Change Adaptation Agendas, p.225.

Sufahani, S. F., and et.al., 2020. MALAYSIAN SECONDARY BOARDING SCHOOL
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