This report delves into the critical aspects of menu planning and product development within the food and beverage industry, focusing on Prezzo, an Italian-themed restaurant in London. The report highlights the importance of attractive menus in drawing customers and emphasizes menu planning as a crucial element in saving time and promoting healthier choices. It explores Prezzo's initiative to develop a new food concept combining Mexican and Italian cuisines. The research incorporates customer requirements and preferences, recommending strategies for launching and implementing the new food concept, including utilizing social media and offering special discounts. Finally, the report underscores the importance of performance reviews to assess the success of new product development and maintain a positive brand image.