This report provides a detailed analysis of menu planning and product development, focusing on the UK-based restaurant chain Bella Italia. The report explores various aspects of menu design, including terminology, pictures, language, color, and design styles. It delves into the development of the food service environment, including ambience, theme relationships, and customer experience. The report also examines customer requirements for a new food concept, highlighting the importance of market research and identifying a fusion dish, Baked Tortillas with Spaghetti, as a potential new offering. Recommendations for launching the new food concept are provided, emphasizing the need for backup plans and maintaining authenticity. The report concludes with an evaluation of the author's performance in developing new food concepts, emphasizing a positive and optimistic approach to change and customer orientation.