Realistic Menu Plan for Maximizing Profits at La Pesca Restaurant

This report provides a detailed analysis of menu development, planning, and design, focusing on meeting customer and business needs within the context of La Pesca, an Italian restaurant in London. It evaluates the principles of menu planning, including balance, variety, and cost, and determines how varied customer requirements (tastes, trends, lifestyle, price, convenience) and business requirements (raw material availability, hygiene, business motives, legal compliance, consistency) impact menu decisions. The report compares different menu types like à la carte, special occasion, table d’hôte, and set menus, highlighting their impact on both business and customer needs. Furthermore, it analyzes the consumer and business factors influencing menu choices and provides recommendations for improvements, including early planning for special occasion menus. The report also outlines a realistic plan for developing a menu that maximizes profitability by incorporating imagination, creativity, and customer feedback while considering cost and operational constraints.

Menu Development,
Planning and Design

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Evaluating principles of menu planning and designing for meeting customer as well as
business needs..............................................................................................................................1
P2: Determination of varied customer and businesses requirement which are to fulfil in order
to maximize profits for different types of menus.........................................................................3
M1: Comparing and contrasting different types of menus which impacted business and
customer requirement...................................................................................................................5
D1: Analysing consumer and business requirement which have impacted on broad range of
menus and recommendations for further changes.......................................................................5
TASK 2............................................................................................................................................5
Covered in PPT ...........................................................................................................................5
TASK 3............................................................................................................................................5
P5:Producing a realistic plan in order to develop menu that meets customer and businesses
requirements for maximising profits ...........................................................................................5
P6: Devising a menu as per customer and business requirements for maximizing profitability.6
P7: Testing and evaluating menu designed..................................................................................7
M3: Producing a realistic menu that meets with overall business objective...............................8
M4: Justified recommendations for making improvements in menu .........................................8
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Menu is described as a list of all the food items and beverages that will be offered by a
restaurant or outlet to their guests (Tañagras, Guinto and Incapas, 2019). It is important to plan
and design menu as it is framed to engage potential consumers and influence them for repeated
visits. Effective menu planning and designing aids restaurant owners to inform their potential
and existing consumers about their new a well as special dishes. Menu planning also assists
restaurant chefs to be prepared with all the ingredients that is needed to make mentioned dishes.
Menu should be designed efficiently by restaurant owners as it helps them in keeping their brand
fresh in consumer's mind. In order to better understand menu planning, designing and developing
for gaining more profitability and viability, La Pesca restaurant is taken into consideration. This
Italian restaurant is situated in one of the busiest street of London, United Kingdom. It provides
quality home made and authentic food to their guests. There menu consists of diverse unique
dishes to serve vegetarians and sea food lovers.
This project highlights the discussion about investigating menu planning and designing in
order to meet customer and business needs. This project also determines how price and cost of
menus are set in order to gain more profitability. Within this assessment, evaluation and
development is also discussed for meeting business requirements.
TASK 1
P1: Evaluating principles of menu planning and designing for meeting customer as well as
business needs
Menu planning and designing are significant factor that need to be ascertained very
carefully by restaurant owner as well as manager (Grimmer, 2019). Effective designing of menu
help guests in making an appropriate choice from a list of dishes. Managers of La Pesca
restaurant have enter into a contract with hospitality consultant to modify their menu. Various
principles of designing and planning menu in accordance with La Pesca restaurant are discussed
below: Balance- This principle states that there should be perfect balance among dishes in the
menu ( Puteri and Effendi, 2018l). It suggests that in order to satisfy consumers, there
should be balance in menu. Menu should consists of varied sections including main
course, starters, sweets section etc. Different menus can be frame as per varied
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requirements of consumers. Managers of La Pesca restaurant have developed menu by
keeping balance in their menu. They provide a variety of menus as per the needs of the
consumers. Variety- This principle suggests while planning a menu, managers should provide a
variety of dishes to their consumers. As variant and unique dishes attract guests to visit
the restaurant. Managers of La Pesca restaurant provide a variety of dishes to their
consumers whether vegetarian or sea food. Cost- This principle of menu planning is significant for managers of restaurant as it helps
in fixing cost of each dishes so that customers can chose according to their spending
patterns. Managers of La Pesca restaurant have prepared their menu by keeping customer
preferences and spending patterns in mind.
Different types of menu in context to La Pesca restaurant are underneath: À la carte: This type of menu list the dishes with different prices. They are flexible
enough as consumer can chose any other food item from menu. Managers of La Pesca
restaurant have framed these type of menus to quote their special dishes with different
prices. Special occasional menus: This type of menu is prepared for some special occasions
such as Christmas, anniversaries, birthdays etc. by the restaurant owners. Managers of La
Pesca restaurant develop different sort of menus on special occasions in order to attract
customers to visit and enjoy their special day with them. Table D’Hôte: In this type of menu, multi- course meals are given place with fixed price
quotations. It provides a less variety to their consumers. Managers of La Pesca restaurant
does not offer this type of menu as they believe in providing variety to customers. Set menus: This type of menu provides a specific set of meal at fixed price. These
provides a large variety of meal to consumers. Managers of La Pesca restaurant have
prepared this type of menu as it provides a set variety to guests. It is easy for them to
choose an appropriate meal for them.
Constraints faced by managers in menu planing Availability of ingredients: It is possible that managers of restaurant wants to include a
new food item in their menu but faces constraint in terms of availability of desired
ingredients in order to prepare that food item (aette and Xiao, 2018). These constraint is
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very common and is face by managers of La Pesca restaurant very often. These need to
be deal in a concise manner. Production and service capabilities: Shortage of staff creates problem in maintaining
service and production capabilities of restaurant. Also restaurant owner needs
machineries as per new technology in order to increase their production abilities.
Managers of La Pesca restaurant also faces this constraint when low power supply hinder
their production practices.
 Quality levels and food costs: In order to create positive brand image, it is desired to
maintain quality of their products. As low quality products can deteriorate consumer's
health. It is needful for managers of La Pesca restaurant to maintain quality in their
business operations with quoting affordable prices of products.
P2: Determination of varied customer and businesses requirement which are to fulfil in order to
maximize profits for different types of menus
In hospitality industry, it is very essential to make a menu through detailed understanding
of the target audience then planning and experimenting different types of menus to maximise
customer’s satisfaction (Medeiros, 2019). In La Pesca Restaurant, the elements of customer and
business requirement that should be considered while planning a menu are discussed below:
Customer Requirements
Customer requirements that needs to be fulfil by managers of La Pesca restaurant are mentioned
below: Tastes and flavours- The first requirement a customer have with any restaurant is the
taste of food and beverages (Choi Suh, and Kim, 2019). The managers of La Pesca
restaurant should describe major ingredients and flavours on the menu whereas the chefs
should try to provide tasty foods to customers. Trends and Innovation- The food industry is a fast-paced industry where customers taste
and preferences change frequently. The strategist at La Pesca restaurant should keep the
latest trends in mind to attract a large number of customers. The more the innovative
menu, the more it'll fulfil customers’ newest requirements. Way of living- Lifestyle choices of customers such as vegetarian, non-vegetarian, vegan
etc. is also an important factor playing role in making a menu. The managers of La Pesca
Restaurant should strive to include all kinds of foods to pull in diverse customer base.
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 Price and quality- Prices in menus should be economical so the customers can have
value for their money. Managers of La Pesca Restaurant should also check the quality of
the food time to time to retain their customers as well as provide them with nutritious and
healthy foods.
 Convenience- Consumers often goes to places that are convenient to them. It is
elaborated as something which is easily available. The managers of La Pesca should cater
quick services to its customers and should not add items in menu which takes high
preparation time.
Business Requirements
Requirement of business needs to be completed by managers of La Pesca Restaurant are as
follows: Availability of raw materials- A business should have consistent supply of raw material
before finalizing the dishes on menu (Jiang and Ma, 2020). The menu of La Pesca
should not be very fancy but be able to render the dishes on time by ensuring supply from
various vendors. Maintain hygiene- Important factor to be followed by food industry is to maintain the
hygiene of the place and food. La Pesca restaurant is responsible for the health and safety
of its customers so it should make menu that does not risk anyone's health. Business Motives- The foremost objective of any company is to market their product and
earn profits. Managers of La Pesca should plan effectively to cover all business motives
of costs by reducing waste, of marketing by organising a detailed menu, of quality by
using best sources and of profitability by maximising customer satisfaction Follow Laws- It is the business responsibility to meet the legislation and laws of the
country. La Pesca restaurant is obligated to follow the dietary considerations and food
laws laid by The Food Safety Act 1990 and The General Food Law Regulation (EC) No
178/2002.
 Business Consistency- A business should always strive to maintain quality and product
consistency (Yeh and Chen, 2020). The owners of La Pesca can preserve uniformity by
providing training and defining job responsibilities to its staff, by setting shifts and
making daily checklists.
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M1: Comparing and contrasting different types of menus which impacted business and customer
requirement
Varied types of menus which are used by managers of La Pesca restaurant helps them to
fulfil differential needs of consumers and businesses (Noori, Hoppe and de Jong, 2020).
Restaurant use la carte menus to provide flexibility to their consumers sin choosing appropriate
dish for themselves. It help managers of La Pesca restaurant in quoting different price for certain
food item. Set menus help customers to choose a variety of fixed set of meal and paying lower
amount as price of collective food items are comparatively low.
These menus collectively help to satisfy differential needs of consumers specific to their
desired levels. These poses as a marketing plan which help businesses to promote their services
through posting some specific dishes through brochures and digital channels.
D1: Analysing consumer and business requirement which have impacted on broad range of
menus and recommendations for further changes
Menus are created accordingly to attract consumer and fulfil business requirement of
generating more revenue and customer visit (Zevenbergen and Pathirana, 2018). It is crucial for
managers of La Pesca restaurant to design their menus in order to attract more customers. This
can be gained through to analyse availability of ingredients, chefs opinion,current trends and
consumer preferences that impacted on menu planning as well as designing. Special occasional
menus should be decided on early basis and all necessary inputs ought to be gathered for
preparing them. As this can help to attract consumers to visit restaurant on their special day.
TASK 2
Covered in PPT
TASK 3
P5:Producing a realistic plan in order to develop menu that meets customer and businesses
requirements for maximising profits
In hospitality sector, menus are considered are very important as they are considered as
significant marketing tool for restaurants (Gavanas, 2019). Their planning and designing should
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be done in a effective manner in order to gain maximize their profitability. A realistic plan in
accordance with
La Pesca restaurant is as follows: Imagination and creativity- A menu will be prepared on the basis of plans regarding
bringing creativity and imagination in their food items. Managers of La Pesca restaurant
collaborates with their chefs in order to bring innovations in their traditional dishes for
maximizing profits and attracting more visitors. Target specific needs of customers- For preparing efficient menu, it is important to
identify which segment of customers a restaurant wants to cater (Franklin, 2018). There
should be variety in menus as preference of every customer segment is different. Some
may prefer la carte menu which have flexibilities while some look for set ones. Mangers
of La Pesca restaurant should work on creating different types of dishes to cater the needs
of family visitors.
 Stick with quality sourcing- To develop menu effectively it is desired to produce quality
products, which can be gained through good inputs. It is important for mangers of La
Pesca restaurant to collaborate with best vendors or suppliers in order to get quality raw
materials.
P6: Devising a menu as per customer and business requirements for maximizing profitability
Following is a menu which is based on requirements of consumers and businesses.
La Pesca Menu
Starters
Bacon rings ------------------------------------£2.75
Blooming onion -------------------------------£3.90
Salmon Fishcakes ----------------------------£ 4.90
Sweet fried Saganaki------------------------£13.45
Sharing platters
Teriyaki Chicken and Sirloin Steak with Latte coffee/ Espresso------£ 5.98
Lasanga with fried chicken --------------------------------------------------£ 4.87
Saffron risotto with Chicken Tagine-----------------------------------------£ 3.85
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Desserts
Molten Chocolate Cheesecake ---------------------------------------------£ 4.47
White Chocolate Brulee-----------------------------------------------------£ 20.36
Tiramasu lava cake ----------------------------------------------------------£ 12.35
Drinks
Mojito--------------------------------------------------------------------£ 16.30
Whiskey Sour ----------------------------------------------------------£ 30.37
Moscow mule ----------------------------------------------------------£ 12.32
Latte Coffee-------------------------------------------------------------£ 34.00
Americano --------------------------------------------------------------£ 15.23
Sides & Extras
Veg grill sandwich -----------------------------------------------------------£5.30
Double cheese sandwich----------------------------------------------------£7.45
Burger and fries crisps -------------------------------------------------------£4.30
P7: Testing and evaluating menu designed
For testing and evaluating menu, varied techniques can be used by managers of La Pesca
restaurant. It is significant for mangers to evaluate the new menu by analysing varied key
performance indicator and asking for reliable customer feedback.
Key performance indicators are considered as measurable tool which is used by restaurant
owners to quantify their success. There are varied key performance indicators that is used by
organisations in order to set benchmarks or targets which are to be attained in a specified period.
Varied key performance indicators in relevance to La Pesca restaurant are as follows: Benchmarking- It is a strategic tool which is used by strategists to set some benchmarks
or standards against which actual performance is measured (Lalicic and Önder, 2018).
Managers of La Pesca restaurant can use this by setting pre-determined standard to attain
sales and revenue. For making this technique specific, managers can simplify their
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standards on the basis of customer experience, marketing and sales as well as
profitability. For instance, a benchmark is set to gain 80% engagement on social sites
posts or official website. Another example is to analyse gross profit margin for evaluating
profitability.
 Customer feedbacks- Managers of La Pesca restaurant can ask their consumers to
provide feedbacks of their visits through social media posts. This will help them to
increase their brand name by free promotions. This will also help in improvising their
operations as per customer demands.
M3: Producing a realistic menu that meets with overall business objective
Menu is termed as a written statement which is used by organisation for marketing their
food items for influencing their visitors to make a repeated visit (Kazak and van Hoof, 2018). It
is important to produce a reliable and accurate menu for catering large number of consumers.
Managers of La Pesca restaurant should be aware to set their objectives and prepare menu in
order to attain business goals in an effective manner.
M4: Justified recommendations for making improvements in menu
It is recommended to make continuous modifications in menu as per consumer and
business requirements (Sturiale and Scuderi, 2019). It is important for managers of La Pesca
restaurant to evaluate market trends, seasonality factors and customer preferences on a routine
basis. It is necessary to ask for constructive feedbacks from consumers which help them to
understand their patterns. They should set quantifiable measures for measuring their success.
CONCLUSION
From the above presented report, it is concluded that menu is important marketing tool
for organisations. Its planning and designing in an effective way is significant for restaurant
owners. In order to make planning and designing effective, it is necessary to determine varied
costs incurred in its preparation. And accordingly, prices are set for food items and beverages
presented in menu.
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