This report delves into the intricacies of menu planning and product development within the context of Prezzo, a British restaurant chain specializing in Italian cuisine. The assignment explores the principles of recipe development, emphasizing creativity and nutritional composition, alongside an analysis of factors influencing menu planning decisions, such as menu types, customer demographics, and seasonal availability. Furthermore, the report evaluates the influence of various factors on the product development process, including social and economic considerations, and the role of staff expertise. The report also presents a detailed analysis of different service methods and the stages of menu product development planning, including idea generation, concept testing, and business analysis. The report concludes with recommendations for menu improvements and new product introductions, emphasizing the importance of aligning menu offerings with customer preferences and market trends to achieve long-term sustainability and competitive advantage.