Menu Planning and Product Development: Prezzo Restaurant Analysis

This report delves into the critical aspects of menu planning and product development within the hospitality industry, using Prezzo, a British-owned Italian restaurant chain, as a case study. The report begins by examining the principles and factors of recipe development, emphasizing creativity and adapting to consumer trends. It then assesses factors influencing menu-planning decisions, such as time, nutrition, decoration, cost, and service, alongside a discussion of various service methods, including buffet, table service, and counter service. The second part of the report focuses on the stages of menu product development planning, from idea generation to commercialization, and evaluates the influences of different factors on the development process, such as customer types, cost, employee skills, and marketing. The conclusion summarizes the importance of effective menu planning for restaurant success, emphasizing the need for innovation, consumer understanding, and strategic marketing to attract and retain customers.

Menu Planning and
Product Development

Table of Contents
Introduction......................................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Discuss the principles and factors of recipe development................................................1
1.2 Assess factors that influence menu-planning decisions...................................................2
1.3 Discuss factors that influence service methods................................................................3
TASK 2............................................................................................................................................3
2.1 Discuss the stages of menu product development planning.............................................3
2.2 Evaluate the influences of different factors on the development process........................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

Introduction
Menu planning is the process of planning a proper meal or recipe based on the nutritional
values, accessibility and food habits of consumers. In present era, restaurants are continuously
trying to improve their food which is provided to the consumers. The improvements or changes
in food is necessary for attracting the consumers towards the restaurant. Menu planning can be
effected by various factors such as ambience, style of service, method of service, customer
needs etc. The taken organisation in this assignment report is Prezzo which is British-owned
restaurants chain serving Italian cuisine food in the United Kingdom and Ireland. The chain was
established in 2000 in London, United Kingdom. This report will discuss the principles of recipe
development along with the factors that influence menu-planning decisions and service methods.
Further this report will discuss the stages of menu product development planning and evaluation
of the influences of different factors on the development process. The presentation will cover the
menu design along with the justification of the development of the food service environment.
Further the presentation will cover the findings of research and choice of new food concept. In
the end, recommendations for launching the new food concept will be done in the presentation.
TASK 1
1.1 Discuss the principles and factors of recipe development
In every hospitality business or restaurant, it is mandatory for the chef and restaurant
management to bring changes in their food products according to the needs and requirements of
their consumers. In Prezzo, the chef and other staff follows several principles for developing
their recipe which are discussed below: Creativity: It plays a crucial role in the development of recipe. Consumers now a days are
focused on eating food of different taste according to the trends but without affecting the
health (An and et. al., 2014). So, the staff of Prezzo is using this principle for preparing
their food for making the food tastier and healthy to eat.78385
 Cookery styles: Prezzo is a German based firm serving Italian, Mexico and cleaver
cuisine food to their consumers. So the restaurant is following various cooking styles
simultaneously at the same time which assist the restaurant in attracting more customers
from various culture and backgrounds.
Advantages and disadvantages of change
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Change is beneficial for firms in food sector as it is helpful in improving the quality and
taste of food which will attract more customers towards the food of restaurant. Through the
changes or modifications in food, firms can develop special and unique food which will enhance
the customer satisfaction and profitability of the firm.
Advantages Disadvantages
 Change in food attracts more customers
as through modification, food products
can be improved in terms of taste and
presentation.
 Through change, firms can adapt to the
trends going on in food industry.
 It is not compulsory that change in food
will bring improvements as it can also
leads to reduced taste.
 Reduced taste can lead to negative
influence in the brand image of firm
which will create dissatisfaction among
the consumers.
1.2 Assess factors that influence menu-planning decisions
Menu refers to the combination or mixture of dishes, eatable and beverages which is
available for sale (Bhagwati, J. and Eckhaus, R., 2012). The menu must be served according to
the demand of customers for fulfilling their needs and requirement. For designing a proper menu,
several factor must be considered by the management of Prezzo which can influence the menu
planning decision. These factors are budget, quantity, time available, etc. discussed below: Time: It is a major factor which must be considered by the management as some dishes
takes more time to cook, so they needs to be managed accordingly. Nutrition needs: These needs of various age groups must be met while preparing the food
as these nutritional diets differ in consumers based on the gender, age, size, health,
lifestyle habits, occupation etc. Decoration: This is also needs to be considered for making the food attractive as
attractive food attracts more consumers. This can be done using flavours, colours, shapes
and textures. Cost: The budget needs to be updated daily for the food menu according to the type of
food as it is also a major factor which can impact the food menu development.
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 Service: It is also an important factors which must be considered for planning the menu.
Through the better and proper service, Prezzo can attract more customers and can
enhance the customer satisfaction.
1.3 Discuss factors that influence service methods
Menu planning also includes service after preparing the food so that customer will not
face any problem or issues in consuming the food. There are several services which are provided
by the Prezzo which are given below:
Buffet: In this, the food is served on a table from where the customers can take the food
easily and conveniently (Fuller, G.W., 2016). Prezzo is a type of self services restaurant in which
the consumers are provided with wide range of dishes and food and the customers can choose
whatever they want to eat. Advantages of buffet is that it take less labour, space and tableware
and is also profitable due to serving more customers with less efforts. Disadvantage of Buffet is
that the wastage of food can increase the cost of food and even the temperature can't be
controlled on the served tables.
Table Service: This service is also provided by the Prezzo through which the customers
can order the food to waiter and can eat the food while sitting. Advantages of Table service is
that it provides the chance to families to sit and eat together and also the food is served by the
nice staff which enhance the customer satisfaction. Disadvantage of table service is that the food
may get cold while serving as it take time to serve the food on table.
Counter service: This service is also provided by the Prezzo in which the customers can
order directly on the counter and can pick the food when prepared. Advantage of counter service
is that it allows the guest to see the food before ordering and even the customers can suggest
additional things to add in food. Disadvantage of counter service is that it is time and space
consuming as space and time is required for moving the carts.
TASK 2
2.1 Discuss the stages of menu product development planning
There are several stages for menu product development planning which are discussed
below:
Idea generation: It is the first stage in which ideas are collected from the staff using brain
storming and other techniques (Gustavsson and et. al., 2011). For generating the idea, several
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factors must be considered such as market and consumer trends, patterns and habits of
consumers etc. In this stage, Prezzo must consider the new menu, service or restaurant concept
which will be used.
Idea screening: In this stage, management of Prezzo considers the generated ideas.
Before selecting the idea, firm evaluates several factors such as manufacturing process,
technology, marketing capabilities etc. which are needed for developing new food product.
Concept development and testing: In this stage, testing is done on the sample of the
developed product for making future improvement. Prezzo needs to determine the opinions and
views of consumers regarding the market demand, possible pricing ideas etc. for launching the
product.
Business and marketing analysis: In this stage, the newly developed food product of
Prezzo is analysed in terms of design, marketing, manufacturing etc. The management consider
several factors such profits, Return-on-investment (ROI), and sales volume in this stage. This is
done based on the analysis of competitor's activity.
Prototype development: In this stage, the product is developed for determining the
quality, taste, comfortability and cost (Ilieva, 2016).
Test marketing: In this stage, the developed food product is marketed in the market for
determining the views of consumers. I f positive feedback is received then product is launched in
the market whereas negative feedback leads to discard of product. This is done for determining
the feasibility of the product.
Final product development: In this stage, modifications and improvements are done
based on the analysis of prototype development stage. The final product is developed in this
stage which will be provided to the consumers.
Commercialization: It is the last stage in which the product is marketed or advertised in
the market (Kahn, 2012). Prezzo needs to consider the supply chain management for the
company and new product along with the marketing techniques and strategies which will be used
for marketing the product.
2.2 Evaluate the influences of different factors on the development process
There are several factors which can influence the development process of newly
developed food product. These factors are discussed below:
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Types of Customers: The management of the restaurant needs to determine the social,
economic and domestic needs of the consumers whom the product is provided. Customers of
Prezzo belongs to different culture, economic or national backgrounds (Malik and Kumar,
2012). So it is necessary for management to determine the needs of such customers for meeting
their expectations.
Cost: This factors also needs to be consider by the management of Prezzo for developing
their new product. Through this, the firm can determine the fixed & variable cost of the product.
The prices of the product must be consider wisely according to these fixed & variable cost.
Capability and skill of workers: It is essential for Prezzo to check for the skills and
capabilities of their employees which will be used for presenting and serving the dish. I f such
skills are lacking in the staff then management needs to provide them training for improving the
performance and efficiency.
Marketing: It also influences the development process as without marketing, product will
not reach to the consumers. Marketing is very important for raising the awareness in the
consumers towards the product. Through the marketing, Prezzo can increase their customer and
profit.
CONCLUSION
Based on the above discussed report, it has been concluded that menu planning is a
important aspect for restaurants for providing their food to consumers. A good menu is helpful in
providing a innovative and unique food to consumers which will enhance the sales and profit of
the firm. Menu planning consist of recipe development, developing new dish etc. The restaurant
needs to consider several factor such as language, terminology, design, colour, theme,etc. While
designing a menu. Also before introducing new product, restaurant needs to determine the needs
and demand of consumers for providing the products accordingly. Also the management should
needs to promote and market the product to their customers for raising awareness in the
consumers towards the product. Promotion and advertising of any new food dish introduced
should be taken care by management of company.
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REFERENCES
Books and Journals
An, J. and et. al., 2014. Development of a 28-day Kimchi Cyclic menu for Health. Journal of
culinary science & technology. 12(1). pp.43-66.
Bhagwati, J. and Eckhaus, R., 2012. Development and Planning: Essays in Honour of Paul
Rosenstein-Rodan. Routledge.
Fuller, G.W., 2016. New food product development: from concept to marketplace. CRC Press.
Gustavsson, J. and et. al., 2011. Global food losses and food waste(pp. 1-38). Rome: FAO.
Ilieva, R.T., 2016. Urban food planning: Seeds of transition in the global North. Routledge.
Kahn, K.B., 2012. The PDMA handbook of new product development. John Wiley & Sons.
Malik, S. and Kumar, S., 2012. Factors affecting menu planning in restaurants: a study of North
India. Innovative Journal of Business and Management. 1(06).
Penner, R.H., Adams, L. and Rutes, W., 2013. restaurant design, planning and development.
Routledge.
Unger, D. and Eppinger, S., 2011. Improving product development process design: a method for
managing information flows, risks, and iterations. Journal of Engineering Design.
22(10). pp.689-699.
Wang, Y.F. And et. al., 2013. Developing green management standards for restaurants: An
application of green supply chain management. International Journal of Hospitality
Management. 34. pp.263-273.
Wiskerke, J.S. and Viljoen, A., 2012. Sustainable urban food provisioning: challenges for
scientists, policymakers, planners and designers (pp. 19-35). Wageningen Academic
Publishers: Wageningen, The Netherlands.
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