This report focuses on menu planning and product development, specifically for Prezzo Restaurant, an Italian-themed restaurant chain. The report begins with an introduction to the importance of menu planning and product development, particularly for themed restaurants, and outlines the assignment's objectives. It then delves into the justification of menu design, emphasizing how the menu should reflect recipe development and menu compilation, ensuring clarity and appeal for customers. The report also justifies the development of the food service environment to support the menu, recipes, and service style, highlighting the importance of matching the Italian theme. Research findings regarding customer requirements for a new food concept are presented, including budget considerations, food preferences, and the importance of online reviews. The report then justifies the choice of a new food concept based on factors like a large customer base, trendiness, low cost, good profit potential, and positive marketing arguments. Recommendations for launching the new food concept are provided, covering advertising strategies, social media promotion, and food festivals. Finally, the report reviews the performance of the implementation and development of the new food concept, suggesting methods for gathering feedback, evaluating financial performance, and reviewing media coverage and online reviews. References to supporting literature are included.