Restaurant Menu Development: Planning, Design, and Profit Maximization

This report examines the principles of menu planning and design, focusing on meeting customer and business requirements to maximize profitability, using Restaurant Gordon Ramsay as a case study. It covers essential principles such as balance, variety, contrast, color, and eye appeal, along with different menu types like La Carte, Du Jour, Cycle, Static, and Fixed menus. The report details customer demands, including current trends, taste, and preferences, as well as business requirements such as an experienced workforce and adherence to legislation. It compares and contrasts various menu types and analyzes the impact of customer and business needs on menu design, recommending that restaurants listen to customers and hire skilled staff. The report also outlines a realistic plan for menu development, including creating a development plan, gathering core ingredients, and evaluating the supply chain, and emphasizes the importance of menu testing and evaluation to ensure business objectives are met. Desklib provides access to similar solved assignments and study tools.

Menu Development,
Planning and Design

Table of Contents
INTRODUCTION...............................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Examine the principles of menu planning and design to meet customer and business
requirements for a range of different.................................................................................................3
menus................................................................................................................................................3
P2 Determine the customer and business requirements which need to be fulfilled to maximise
profits for a range of different menus................................................................................................5
M1 Compare and contrast a range of different menus and the customer and business requirements
which have impacted their design......................................................................................................6
D1 Analyse how customer and business requirements impact the design of a broad range of menus
and make recommendations to meet future trends.............................................................................7
TASK 2.................................................................................................................................................7
Covered in PPT.................................................................................................................................7
TASK 3.................................................................................................................................................7
P5 Produce a realistic plan to develop a menu which meets customer and business requirements to
maximise profitability........................................................................................................................7
M3 Produce a realistic menu using a fully researched and costed plan that meets the overall
business objectives............................................................................................................................8
P6 Produce a menu which meets customer and business requirements to maximise profitability......9
P7 Test and evaluate the menu produced.........................................................................................10
M4 Make justified recommendations for improvement based on tests and evaluation of the menu 11
D2 Produce an in-depth plan for menu development, including KPIs to measure success; produce
and test the menu, making justified recommendations to resolve problems identified to meet overall
business objectives..........................................................................................................................11
CONCLUSION..................................................................................................................................12
REFRENCES.....................................................................................................................................13

INTRODUCTION
Menu is defined as list of food and beverages offered by a hotel or restaurant along
with their prices for customers. Menu is described as central to the food facilities concept
where it explains products offering, setting up key factors of financial viability that consist of
price and contribution margin along with providing a strong marketing tool. Menu
development referred to selection and designing process of dishes that are offered by hotels.
Menu planning and designing is described as process of composing a list of dishes (San
Isidro and Lasagabaster, 2019). For the purpose of this report the restaurant which has been
taken is Restaurant Gordon Ramsay which is located in London, UK. This restaurant was
founded by Gordon Ramsay in the year 1998. The following report covers principles of menu
planning and design in order to meet demands of customers and business requirements. The
report also explains how respective hotel meet requirements of its potential clients and
business to gain maximum profit. Furthermore, this report also contains development of
menu which could bring more profit and attract large base of customers along with testing as
well as evaluation of that menu.
TASK 1
P1 Examine the principles of menu planning and design to meet customer and business
requirements for a range of different
menus
Principles of menu planning
Principles of menu planning must be considered by restaurant while designing menu
so that they could serve effective services to customers. Principles of menu planning are
mentioned below:
Balance
it is essential for restaurants to include dishes in menu that contains all the essential
nutrients such as proteins, fiber, mineral and vitamins so that customers could get a healthy
diet. It is also very crucial for restaurant to keep all the flavours such as sweet, spicy, salty
and mix of all of them according to taste of customers (Lan, Yingang and YueChen, 2021).
Variety
The next Principle of menu planning states that restaurant must provide several choices and
variety to customers so that they could explore more dishes as per their need. Variety should

include different type of food and beverages so that customers does not feel that they are
eating same food regularly.
Contrast
It is also necessary for restaurant to present menu card of their food and beverages in
contrasting colour and texture in order to attract people. Menu is the first thing that a
customer sees while ordering their meal. Therefore, menu must be designed through using
contrasting colours and attractive images.
Colour
This factor is considered one of the main factor in that need to be considered while
designing menu as it helps in grabbing attention of customers (Picciotto, 2020). It also helps
in separating details and images of dishes so that people could easily read as well as
differentiate between meals.
Eye appealing
The last Principle of menu planning states that menu must be designed in such as way
that it could capture interest of customers towards dishes. Various food and beverages must
be categorised in different segment such as dinner, lunch, starters, breakfast, hot drinks, cold
drinks and many more so that customers could easily order according to their need.
Types of menu
Menu is defined as listing of different kinds of food and beverages offered by
restaurants which helps them in getting order from customers according to their needs. There
are generally five type of menu which help restaurants or hotels in planning and designing
their list of food as well as beverages. Different types of menu are mentioned below:
La Carte Menu
It is a French word which means “by the card” or “according to menu” in which each
item is priced separately and customers could order dish as per their needs. This type of menu
provides customers flexibility as they could choose individual items and combine them to
complete their orders (Darwanto, Saputra and Wardana, 2021).
Du Jour Menu

This is also a French driven word which means “of the day” that states that menu
changes daily according to availability or what has been prepared by chef of restaurants or
hotels. For instance, if it is written as “chicken du jour” than it means that today chicken is
available in the restaurant.
Cycle menu
This type of menu is planned in such manner that items are being repeated according
to days, weeks, seasonal availability or chef's choice (Sun, Webster and Chiaradia, 2018).
This type of menu is prepared for two reasons, one is cooking operations in restaurants are
small and they do not possess to complete order of large menu. Second reason is to create
daily special such happy hour meal.
Static Menu
This is kind of menu which consist of wide varieties that are divided in several
categories. This menu is widely used worldwide by several restaurant and hotels because it
does not require changes regularly.
Fixed Menu
This type of menu contains few choices and fixed overall price. This kind of menu is
also called as set menu where there are multiple choices available for every course where
customers would get same menu regularly.
P2 Determine the customer and business requirements which need to be fulfilled to maximise
profits for a range of different menus
Menu planning is a very complicated process as restaurants have to consider needs of
customers and business which is very essential in order to enhance their profitability. There
are different demands of customers and business which needs to be meet by restaurants or
hotels that are mentioned below:
Customer's demands
Current trends: In the UK food and beverages industry is widely growing as well as
new trends are emerging in market rapidly. Food habits and lifestyle of people are changing
continuously which directly impacts menu planning of restaurants (Bonenberg and Kapliński,
2018). For instance, preference of customers towards their health which increase demands of

nutritious food and beverages such as ketone-diet, vegan or organic items which enforce
Restaurant Gordon Ramsay to include these healthy dishes.
Taste and Preference: These factors are considered as very important factor while
planning a menu. It is essential for restaurants or hotels to design menu according to taste and
preference of customers (Walford-Wright and Scott-Jackson, 2018). For instance, Restaurant
Gordon Ramsay has to design menu according to demographic conditions, taste and
preference of people which helps it in planning recipes as well as ingredients to make food
and beverages.
Business' requirements
Experience workforce: It is very important for restaurants or hotels to appoint
talented and experienced staff so that they could serve better to customers. For instance,
Restaurant Gordon Ramsay recruit employees who could understand taste and preferences of
customers as well as serve them effectively so that they could feel welcomed in restaurant.
With new trends in the food market, it becomes important for restaurants to appoint skilful
staff who is able to meet those demands.
Present legislation: Another requirement of business in hospitality industry is to
make sure that they are following all laws and legislation properly. These legislations include
safety, hygiene and health laws that must be implemented by restaurants. For instance,
Restaurant Gordon Ramsay should follow Food Safety Act 1990 which provides food
legislation model of the UK and develops offence against safety as well as quality (Westgard,
Bayat and Westgard, 2018).
M1 Compare and contrast a range of different menus and the customer and business
requirements which have impacted their design
The different types of menu such as La Carte Menu, Du Jour Menu, Cycle menu,
Static Menu and Fixed Menu help restaurants or hotels to plan their menu according to needs
of business as well as customers. Different types of menus have diversified categories which
assist restaurants in designing dishes of food and beverages. For instance, La Carte Menu
offers customers flexibility to choose different items and combine them afterwards whereas
Fixed menu do not provide clients choices. Du Jour menu gives chefs of restaurants an
opportunity to make new dishes everyday which customers could enjoy whereas Cycle menu
gives them chance to repeat their items. Different demands of customers and business greatly
impact menu planning. Restaurants have to design and plan menu according to taste as well

as preference of customers otherwise it would not attract guests to eat their food. Business
requirements must also be implemented by restaurants so that they could operate business
smoothly and effectively.
D1 Analyse how customer and business requirements impact the design of a broad range of
menus and make recommendations to meet future trends
Customers are considered as main component in hospitality industry because their
needs and preference highly influence menu planning. On the other hand, it is essential for
restaurants or hotels to meet requirements related to business so that quality of food could be
maintained. Restaurants are recommended to listen their customers so that they could
understand their needs along with providing them personalised environment. It is also
suggested to them that they must hire skilful and talented individuals who have complete
knowledge about food and beverages industry.
TASK 2
Covered in PPT
TASK 3
P5 Produce a realistic plan to develop a menu which meets customer and business
requirements to maximise profitability
In order to develop effective menu of food and beverages, it is very essential for
restaurants or hotels to understand taste and preferences of their targeted customers as well as
requirements of business. In case of Restaurant Gordon Ramsay, the realistic development
plan to create menu that could meet requirements of customers and business so that
profitability would be maximised are provided below:
 Create development plan: This is the first step where it becomes necessary for
restaurants to think and analyse what type of menu, they want to implement that could
meet demands of customers (Chen, LeGates and Fang, 2019). In terms of Restaurant
Gordon Ramsay, it has designed its menu by focusing on vegan dishes in order to
attract audiences who are concern towards their health or people who are lactose
intolerant. At this phase it is also essential for the restaurant to keep in mind that it do
not overcrowd its menu along with making it attractive for customers.
 Gather list of core ingredients: While planning a menu it is important for the
selected restaurant to list all the core ingredients that will help it in delivering wow
factor within food and beverages included in menu. It is essential for the restaurant to

use yes much product from around as possible for instance seasonal food, vegan food
or local food commodities. The restaurant must make a list of all the main ingredients
that it will need.
 Evaluate supply chain: After determining ingredients and concept regarding
development of menu the next thing that the selected restaurant good conduct is to
seek for effective supply channels for the required items. In terms of the selected
restaurant, it owns a local garden from where it could get fresh ingredients for making
its vegan food and beverages.
 Cost out menu items: According to the concept ingredient and cost of suppliers
menu items could be priced according to the target customers and domestic economy.
The cost of food and beverages included in the menu of selected restaurant must
contain enough margin that could help it in maximising it’s revenue along with
satisfying needs of customers (Özdemir and Tasan-Kok, 2019)
 Picture the glassware and plating: The next step is very crucial as it helps
restaurants in understanding how their guest will eat or drink their menu offerings. In
terms of the selected restaurant, it is very essential to analyse how food and beverages
offered by it will look on plate or in glass. It should also consider which factor must
go on a spoon or fork together whether the item is available for the take out. It is very
essential for the respective restaurant to keep in mind about the presentation of food
and beverages offered by it in front of customers.
 Operator test kitchen: This is the most necessary factor that needs to be considered
while planning a menu (Myers, Furqan and Zhu, 2019). This factor assists the
respective organization in checking flavours, right amount of ingredients, do items
listed on menu fulfil or exceed expectations. It also assists in getting realistic feedback
that could help the respective restaurant in improving items listed in menu in future.
M3 Produce a realistic menu using a fully researched and costed plan that meets the overall
business objectives
In order to offer vegan products, the restaurant Jordan Ramsay is planning to include
vegan food and beverages in its menu. It will help the respective restaurant in attracting
customers who are conscious towards their health along with those individuals Who are
lactose intolerant. The menu of the respective restaurant is categorised under breakfast,
lunch, dinner, drinks and desserts.

P6 Produce a menu which meets customer and business requirements to maximise
profitability
Restaurant Gordon Ramsay
Breakfast
Starters
 Steel-Cut Oatmeal
 Cinnamon Quinoa breakfast bowl
 Vegan French toast
Drinks
 Strawberry lemonade
 Black Cherry Bourbon Cola
 Almond Butter & Banana Protein
Smoothie
£19.50
£20.50
£11.25
£10.02
£07.85
£05.36
Lunch
 Vegan Pumpkin Mac 'n' Cheese
 Vegan Gyros with Mushrooms
 Roasted Broccoli Pasta Salad with
Hemp Pesto
£151.20
£45.20
£58.36
Dinner
 Vegan Tacos
 Spicy Chinese eggplant with Szechuan
sauce
 Kabocha Squash Millet Bowls
£72.30
£65.23
£58.25

Desserts
 Vegan Peanut Butter Cookies
 Pistachio Oat Squares
 Avocado Chocolate Pudding Pops
£15.20
£16.52
£12.30
P7 Test and evaluate the menu produced
Testing and evaluating of menu by using various techniques as well as tool in order to
measure issues along with benefit happened in menu. Testing and evaluation of developed
menu also assist in measuring performance of chef, employees, satisfaction of customers and
overall productivity of Restaurant Gordan Ramsay. Some techniques that could help in
testing and evaluating menu are mentioned below:
Key performance indicators
It is necessary for the respective restaurant to continuously evaluate performance of food
services by implementing key performance indicator. These indicators allow the restaurant to
analyse, measure and just performance of consumers, employees and hole workforce. It also
assists in developing menu according to talent of employees or needs of customers.
Feedback and reviews of customers
Gathering continuous reviews of feedbacks from customers after offering them services is
considered as beneficial for the respective restaurant in order to enhance performance in
future (Mara and Evans, 2018). These reviews help the restaurant in enhancing skills or
implementing improvement that could assist it in including further innovative food and
beverages items in menu.
Benchmark
It is a procedure to analyse comparison of performance services or commodities as compared
to rivals. In terms of respective restaurant this approach will analyse effectiveness of vegan
food and beverages along with quality of ingredients offered by the phone as compared to
other restaurants in the market.

M4 Make justified recommendations for improvement based on tests and evaluation of the
menu
It is suggested to restaurant Jordan Ramsey to make a effective business plan while
conducting research of target market along with defining unique selling price so that it could
differentiate itself from its competitors. It is also suggested to the selected restaurant that it
needs to hire workforce that could focus on making delicious vegan food and beverages. The
restaurant should also focus on appointing expert individuals in marketing, accounts, waiters,
cleaning staff and other workforce who could help it in enhancing profitability by providing
welcoming environment to customers. The respective organization is also suggested to
maximise activities related to advertising products in order to grab attention of local
community.
D2 Produce an in-depth plan for menu development, including KPIs to measure success;
produce and test the menu, making justified recommendations to resolve problems identified
to meet overall business objectives
While developing ineffective menu it is essential for restaurant to consider some factors
that could help it in maximising profitability along with attracting large base of customers.
These factors include cost out menu, evaluating activities of competitors and finding balance
in low cost and high-cost commodities offered by them. There are some KIPs which needs to
be considered by restaurants in order to get success in hospitality industry. These KPIs
include sales, labour cost, turnover rate, performance of employees, feedback of customers
and many others that could impact business activities (Dowding and Merrill, 2018). It is
recommended to hire talented individuals that could understand needs and demands of
customers as well as business. It is also suggested that restaurant must offer food items
according to taste and preferences of customers along with evaluating market trends so that
they could keep updating themselves as per the needs of business.

CONCLUSION
From the above report it has been concluded that menu is considered as an important
factor in a restaurant because it is the first thing that guests interact with before ordering food
or beverages. from the above discussion it has been evaluated that while planning menu it is
in essential for restaurants to consider principles and designs that could meet business and
customers requirement. It is also very essential for hotels to evaluate needs of business and
customers in order to get maximum profits while considering range of different menus.
Furthermore, a realistic plan should be tough luck bye hotels that could understand demands
of customers along with providing maximum benefits to business. Lastly, some tools and
techniques could be implemented by restaurants so that they could evaluate their menu.

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