This report focuses on menu planning and product development within the hospitality sector, specifically using the example of Tonis Amalfi restaurant in London. It explores the importance of menu design, recipe development, and creating a supportive food service environment. The report delves into customer requirements for new food concepts, justifying the choices made, and providing recommendations for launching new products, including strategies for open kitchens and social media promotion. The research findings highlight the significance of customer satisfaction and feedback in refining the new product launch. The report concludes by emphasizing the essential role of continuous product development and effective menu planning in achieving long-term success in the market, highlighting the importance of recipes in branding and customer satisfaction.