Menu Development, Planning and Design Report: The York Tap, UK

This report delves into the crucial aspects of menu development, planning, and design within the food and beverage industry, emphasizing the importance of menu as a reflection of brand image. The study analyzes different menu types, including Table d'hôte, à la carte, and set menus, and their principles. It examines how menus meet both customer and business requirements, focusing on the case study of The York Tap, a UK-based establishment. The report highlights the impact of customer preferences and business objectives on menu planning, offering recommendations for the restaurant to align with current trends, such as seasonal and organic food options. Furthermore, it details the process of developing a menu plan, including market research, target market identification, supplier analysis, and price setting. The report also examines key performance indicators (KPIs) like profit margin and customer satisfaction, to measure menu success.

Menu development,
planning and design

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview of different types of menu and its principles.........................................................1
Analysing how customer and business requirement met through menu................................2
Presenting the impact that customer and business requirements have upon planning menus3
Conclusion and recommendations..........................................................................................4
Detailed plan of a menu..........................................................................................................4
Costing and pricing of a menu in detail manner.....................................................................6
Key consideration of a costing and pricing............................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In food and beverage industry (F&BI), planning and designing of a menu is considered
one of the most essential task because it reflects brand image in market. Also, menu
development mainly focused on dish selection and designing that reflect brand. Similarly, the
present study highlights the importance of menu and how it draws attention of many customers
towards it. The report will have based upon The York Tap, located on a busy high street within
UK. The firm offered wide variety of food products to their customers at affordable rate as
compared to its competitors. The present study will explain three different types of menu mainly
used by restaurants along with principles. Further, report will analyze how menus meet customer
and business requirements. Apart from this, assignment also identify the impact that user and
business demand have upon the planning menus. In addition to this, study recommend the ways
through which selected organization meet the customer's trend. Then, through secondary
research, report will produce a menu and examine KPI that helps to measure its success.
Overview of different types of menu and its principles
Menu is only a list of food and drink items that available for customers. Within F&BI,
there are wide range of menu designed that attract many customers towards it. Some of them are
as mentioned below:
Table d'hôte: It is a French word that indicates the host's table. The restaurants using
such menu means they offered complete meal at a fixed price, but offer little choices of dishes.
This also includes fixed number of main course, limited choice within each course etc. Unlike à
la carte, this menu has limited choice of food items within a defined price (Kim, Sauerwald and
Sukpatch, 2021).
à la carte: This type of menu has offered range of items with separate price. The name à
la carte also signifies 'according to card or customer's order'. In this, cook required preparation
time for each dish and the restaurants are more expensive as compared to those who follows
Table d'hôte. Further, customer has a wide choice of dishes such that customer can order main
course only or dessert and drink only.
Set menu: This type is used when a restaurant has a large family or corporate function. It
is a menu with fixed price along with small number of dishes (Tomaszewska, M. and et.al.,
2021). Therefore, it mainly includes appetizer, main course and desserts. That is why, it is used
by large restaurants instead of small.
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As menu is one of the most important tool for F&BI and it reflects the need of customers,
also it can be either financial or environmental. There are different principles which needs to be
considered while designing a menu. Balance of menu: While designing, restaurants should ensure that it met with all 5 food
group (fruit, vegetable, dairy, grains and protein). Also offering a balance menu will help
to improve the diet to customers.
 lifestyle choices: Every people have their own life style and that is why while designing
menu ensure that restaurants considered choices of customer such that youngster prefer
junk food, while old age people prefer to intake healthy foods (Kennedy and et.al.,
2021).
 Medical requirement: During menu designing, ensure that it provide list of food item
along with description so that if a person have any allergens then they can avoid the
food. Restaurant may also include foods belong to diabetic patients, Gluten Free Diets
that helps to attract range of customers towards it.
 Religious belief: While menu designing, ensure that it do not represent only singly
religion (Ibsen and et.al., 2021). Also, it must contain food which can be consume by all
people whether they belong to Hindu, Sikhs or Islam.
Analysing how customer and business requirement met through menu
Customer changes their need and wants as per the time and it is the duty of restaurant's
owner to add those in their offered meal. In the current trend, majority of the people prefer
healthy food due to pandemic. That is why, The York Tap must introduce some healthy food
items in their à la carte menu so that it attracts range of customers towards it. Moreover, F&BI is
a fast paced industry with many trends and innovation. Thus, to comply with same restaurants
attain their defined objectives (Ioannidou, Cascio and Gilsenan, 2021). On the other side, if a
restaurant uses Table d'hôte menu then they required experienced and trained staff, because
business offer limited food with good quality. Then it is essential for the restaurants to develop
menu according to this. Further, by analyzing the market condition, where individuals prefer to
take healthy and flavor products that assist to enhanced the brand and customer satisfaction level
as well.
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Apart from this, it is also analyzed that through menu customer are keep informed of
what dishes are available in a restaurant along with price per dish. Therefore, having a wide
range of menu assist to draw attention of many customers. The need of users includes better
flavor, nutrition, healthy and convenient food products along with low price and high quality. If
the offered menu of The York Tap complies with such needs, then it creates positive impact
upon customers. For example, people wants fair price while purchasing any products and
usually, low price products always attract customers. In addition to this, it is also important for a
price that it match to quality of product which a business selling. This in turn assist to improve
the cause positive impression upon them.
Presenting the impact that customer and business requirements have upon planning menus
Customer requirement: The taste and preference of customers are keep changes as per
time and they invest money only on those products which are like by them. The planning and
designing of the menus shall be such that it satisfies both the customer tastes and preferences
and the requirements of the business. The creation of the menu is in accordance with the
customer requirements which depends on the trend and the lifestyle that is being followed in the
market (Baiomy, Jones and Goode, 2019). Nowadays the customers prefer food which is
healthy, nutritious, vegetarian, fat and alcohol free. The trend of eating vegan foods is prevailing
wherein the ingredients that are derived from animals are boycotted. The menu that is designed
by the management shall be in consideration of these factors, so that the consumer expectations
could be met and satisfaction is achieved. This will also maintain future customer loyalty.
Business requirement: The basic and foremost requirement of a restaurant is to earn
profit and it is possible when offered food item are of better quality and this satisfy the customer
needs. Apart from consumers, the business requirements also impact the choice of menu and
planning for the same. The planning of the menu and its contents should be such that there is
availability of the required expertise in the labor, physical assets and technological arrangements
are there, the location is suitable and the business objectives are met (Jawabreh and etal., 2018).
It should generate profitability and future growth prospects for the company.
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Conclusion and recommendations
From the above it has been concluded that there are three main types of menu such that
Table d'hôte, à la carte, Set menu. Also, it is also summarized from the above that by
considering all the key principles of menu designing, company is able to meet the defined aim of
a company. Moreover, it is also examined through the above section that these menus are
designed in such a way that helps to enhance the customer and business requirements.
Recommendations:
 In order to meet the customer trend, it is recommended to the company to offer seasonal
food to their customers. As most of the user prefer to buy seasonal food which in turn
assist to support local farming and this cost less and tastes better. This type of food is
more nutritious and by analysing the increasing trend of obesity among people, it is
recommended to offer such items that assist to enhance the brand image of a firm.
 Apart from this, it is also recommended to the company to focus upon the zero waste
food products (Kirchhoff and et.al., 2018). As most of the customers are also prefer to
visit those restaurants who have effective waste system so that it do not affect the
environment into negative manner. In addition to this, current trend also reflected that
customer considered price and quality of a food items. That is why, it is also suggested to
the quoted firm to keep price low as compared to their rivals.
 Moreover, it is also suggested to the firm that they also add organic food in their menu
because the demand of customer pertaining to eat healthy products is increases. Thus, it
is beneficial in the perspective of business as well such that it enhances the profitability
of a company which in turn leads to improve brand image.
Detailed plan of a menu
In UK, most of the people suffer from obesity and that is why, the ratio of obesity is
increases year by year because of adopting wrong life style and poor dietary products etc
(Autilio and Pérez-Gil, 2019). Therefore, by analyzing the trend and meet the demand of
customer, The York Tap is also introduced new menu by considering à la carte. For developing a
realistic plan, owner must follow the below mentioned stages:
Conduct market research: It is the first stage in which owners identify the taste and
preference of customers and then add the food items accordingly. To conduct effective planning
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for menu, it is essential for The York Tap to considered the demand such as healthy food items
in order to grab attention of many customers.
Identify the target market: There is a need to examine the target market because it helps
quoted restaurant to prepare menu accordingly. It is examined that most of the youngsters prefer
to eat fast food and that is why, it is essential for add such products because it helps to meet the
demand.
Analyze the suppliers: To prepare menu, it is necessary for the owners to collaborate
with suppliers so that they offered fresh fruits, vegetables and raw materials (Rihan and et.al.,
2017). Further, it also helps to enhance the customer satisfaction level because customers also
prefer those restaurants who offered quality products without focusing more upon price.
Setting prices for each meal: After identifying target market's need, company has to set
a price for each meal. For that, it has to conduct research on competitor's pricing strategy and
also ensure to offered price low as compared to others (Sabadosh, 2019).
designing the menu for customers: Finally, a menu is prepared by considering all the
essential elements. Also, company may hire menu designer in order to design professional menu
so that range of customers will be attracted.
Key performance indicator:
Profit margin: In order to measure the success, this tool is considered the best method.
In this, company identify the profit generated from last 3 years and compared the same with
existing year in order to analyze whether the performance of a company is increases or not.
Also, this technique assists to identify whether the new menu is beneficial for the firm or not.
Customer satisfaction: Another tool that helps to examine the success of a new products
within The York Tap. In this, business owner conducts a survey in which different questions are
asked that helps to identify whether the users are satisfied with the offered products or not
(Munthe, Fumagalli and Malmqvist, 2021). Also, there are many tools which can be used by the
quoted firm in order to examine whether new offerings are successful or not.
Solutions to overcome a problem:
 If any problem arises pertaining to customer service, it is suggested to the company to
use loyalty schemes for their customers and this in turn enhance the engagement within a
business. Also, through this technique, company raise performance by attracting range f
customers towards it.
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 Moreover, it is also suggested to The York Tap that it may also set benchmark in order to
identify the performance of each task. Also, it helps to track the performance and owner
may also add features in order to meet the defined aim of a company.
Costing and pricing of a menu in detail manner
Key consideration of a costing and pricing
Covered in PPT
CONCLUSION
By summing up above report it has been concluded that three different types of menu are
used by a restaurant i.e. Table d'hôte, à la carte, set menu, also different principle must be
complied by a restaurant while designing a menu which includes balancing, religion belief etc.
Further, study also concluded that by considering the customer and business requirement menu
should be designed. Also, study recommended the ways which can be used by The York Tap for
meeting trends in customer and business requirements. Study concluded detailed plan for à la
carte along with KPI to measure success.
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