Menu Planning and Product Development: A Prezzo Case Study

This report is a comprehensive analysis of menu planning and product development, using Prezzo, an Italian-inspired British restaurant chain, as a case study. It begins with an introduction to menu planning principles, emphasizing factors like consumer preferences, budget constraints, and weather conditions. The report then delves into recipe development, evaluating factors that influence menu planning decisions, and explores different service methods, such as buffet and table service, along with their advantages and disadvantages. The core of the report examines the stages of menu product development planning, including customer analysis, menu costing, and kitchen capabilities. The report also evaluates the influences on the development process and the importance of aligning menu design with recipe development. Furthermore, it covers the development of the food service environment, customer requirements for a new food concept, and recommendations for its launch and implementation. Finally, it reviews the author's performance in relation to developing and implementing new food concepts. The report highlights the importance of creativity, cookery style, and healthy cooking in recipe development and emphasizes the need for understanding consumer tastes and preferences. It also underscores the significance of menu design elements such as terminology, pictures, language, and design style in attracting customers and ensuring a successful food service environment.

Menu Planning
and Product
Development

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK A ( Written Report ) ............................................................................................................1
1.1 Discuss the principles of recipe development.......................................................................1
1.2 Assess factor that influence menu planing decisions............................................................2
1.3 Discuss factors that influence service methods.....................................................................2
2.1 Discuss the stages of menu product development planning..................................................3
2.2 Evaluate influence on the development process...................................................................4
TASK B ( Presentation ) .................................................................................................................4
3.1 Justify a menu design to reflect the menu compilation and recipe development..................4
3.2 Justify the development of the food service environment to support the recipe, menu and
services style ..............................................................................................................................5
4.1 Research customer requirements for a new food concept.....................................................6
4.2 Justify choice of new food concept.......................................................................................6
4.3 Justify recommendations on the launch/ implementation of new food concept...................7
4.4 Review own performance in relation to developing and implementing new food concepts 7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Meal planning is a formative process in which numerous variants of food and dishes is
given as per according to seasonal availability, taste and preferences of consumers and according
to society like and dislikes (Bégin, 2014). This will benefit a restaurant to provide ultimate
consumer satisfaction by facilitating cost and prices in effective way. In addition to this, it will
also aid a restaurant to bring sense of evaluation and improvement in their menu list by proving
attractive food with more nutrients and in a wholesome manner to their consumers. Present case
study has been conducted on, Prezzo which is a renowned chain of restaurant in Britain and are
greatly inspired by Italian cuisine. Restaurant was established in the year 2000 and headquartered
in London, United Kingdom. In this report, development of menu with their impact on methods
are included. In addition to this, different types of consumer requirements along with
measurement of performance in order to achieve more effectiveness as to implement new
concept of food are covered in this report.
TASK A ( Written Report )
1.1 Discuss the principles of recipe development
In order to keep themselves up-to dated with the modern current trend and preferences of
costumers in now a days it is essential for restaurants chefs to keep on modifying their food and
beverage recipes. It will benefit them to bring necessary modification in their menu list as per
according to consumer taste in future situation. In relation to this, Prezzo implement numerous
necessary required changes in context of strategies and policies their restaurant culture.
Mentioned below there are some basic principles:
Creativity: Creativity is something a very unique and innovative measure with the help
of which helps a restaurant to offer more consumer oriented recipe. Prezzo by bringing
enchanting creativity in their menu and by taking care of consumer taste and health perception

modify their food and beverage menu in attractive way. Thus, restaurant use concept of creativity
in the menu to bring a new product.
Cookery style: Prezzo is an Italian based British restaurant which provide authenticated
taste of Italian and Mexican taste in their edibles. For example, Chefs of Prezzo have adopted
low oil cooking method to prepare their dishes.
Healthy Cooking and Living style: It is a most important factor with the help of which
Prezzo can not only provide healthy food items to their consumer but can also increase their
good image in their mind. Chefs are required to make their food menu which is easy to be digest
and tasty on the same time.
1.2 Assess factor that influence menu planing decisions
Menu planning is systematic process in which chefs and manager decided to bring some
unique design and modifications in their menu list to influence customers towards their product.
This is a time taking and complex process in which detailed analyses of consumer and market are
conducted. This will help restaurant to increase their brand image in a marketplace. There are
various factors that affect menu planning decisions which is described below in descriptive
manner:
Tastes and preferences: Taste and preferences of society matters the most in the process
of designing menu. Various factors such as, food habits of consumer, their taste, traditions,
cultural and religious view is some of the factors that affect menu designing (Ozdemir and
Caliskan, 2015). Therefore , Prezzo is required to evaluate all the parameter of consumer food
habits and preferences and then make modifications in their menu.
Budget: It is the major significant factor that generally influence the process of menu-
planning to a great extent. For example, if Prezzo offer their menu with high cost then demand of
their product may get low acceptance form customers. Therefore, it is important for restaurant to
formulate their budget in affordable way and use optimal range for their dish (Shepperd, 2013).
Weather condition: It is the one of the major factor, that influence the process of menu
planning . Therefore, Prezzo is required to offer dishes as per according to the current prevailing
weather condition. For example, restaurant can offer cold beverages and deep freeze food items
in summers and for winters, they can offer exclusive range of hot dishes that can compel
consumer taste.

1.3 Discuss factors that influence service methods
In order to serve consumer at it's best it is important for an restaurant to offer effective
menu to their consumers which is a initial step. There are different types of services offered by
Prezzo which is mentioned below:
Buffet or Self Services: In this restaurants offer some hand-picked food items to their
consumers in specialised way in which customers are allowed to pick their own preference of
food item form wide choices. In relation with Prezzo, they offer self-service system only in day
time in which their customers can choose their own range of soups and salads form wide course.
ADVANTAGE DISADVANTAGE
It helps restaurant to invest less on their
infrastructure like furniture and also required
less labour force (Ottrey and Porter, 2016). In
addition to this it is a cost effective process.
One of the major disadvantage of this services
is that, in this there is condition of lot of
wastage and restaurant require more
investments to provide plates and cutlery.
Table Serving: It is other form of serving, in which consumer make their order as per
according to their taste and preference and waiter serve that order on their table. All a consumer
have to do is sit back relax and enjoy their mouth watering food.
ADVANTAGE DISADVANTAGE
Consumer in this can enjoy their spare time
with their family and friend and find out more
cuisine from the menu after their first order.
It is a time taking process and can create
dissatisfaction among consumer for the late
delivery of edibles.
2.1 Discuss the stages of menu product development planning
Menu planning is a formative process in which there is list of various food and beverage
item which are required to be listed in restaurant official menu (Hodges, 2017). Mentioned
below there is a stages of menu product development planning:
Types of Customers: It is first and foremost initiative step in the process of menu planning. In
this Prezzo is required to find out wide range of customers and differentiate them on the basis of
their age, religion, gender and more.

Cost of The Menu: It is one of the most important factor which is necessary to be taken care by
restaurant in overall way. Prezzo, is required to set their range of food and beverage items in
affordable way by taking care of their cost of input. This will help restaurant to perform in
effective way while satisfying need of consumer in simultaneous manner.
Capability of Kitchen and Service staff: It is the basic factor which is required to be analysed
by restaurant as in this capabilities of chefs and other staff members are evaluated. Prezzo is
required to check presentation way and taste of dishes of their chefs in order to soothe taste buds
of consumers in effective way.
2.2 Evaluate influence on the development process
Menu planning is a formative and developmental process to modify food and items as per
the taste and preferences of consumer and market. It is required for a restaurant to analyse taste
and preference of consumer and then make necessary changes in it. This will help them to
increase their sales and profitability on simultaneous basis. Managers of Prezzo is required to
evaluate all factors such as USP of restaurant, availability of raw material and consumer
preference to effectively conduct the process of their menu making. By examining all these
factors they can increase the effectiveness of their menu (Hernández-Ocaña, 2018). In addition
to this, managers of Prezzo are required to examine their sales volume and find further gap in
between their actual and predetermined sales volume. This will aid restaurant to analyse their
range of selling price of per product and make further necessary changes by formulate systematic
strategies. While on the other hand, it is also essential for managers to measure skills and
expertise of their staff and chefs in order to offer delicious food and beverage items to their
consumers. This will help them to compare their predetermined process and actual done process
which will further help them to increase their sales and profitability.
TASK B ( Presentation )
3.1 Justify a menu design to reflect the menu compilation and recipe development
Designing a menu which is perfect in overall manner and attract customers is a quite
complex task and require a lot of time and research. In order to design a menu in both attractive
and nutritive manner it is important to keep various essential factors in mind such as, all the
related things are required to be mention in relation to Italian dishes, eye cache and attractive
picture of food which is to be clicked by restaurant chefs after making their dishes, theme design

of restaurant. These elements effectively impact on consumer mind which will help restaurant to
increase their stable costumer base. In relation with, Prezzo with a innovative and attractive
modification in their menu and recipe list they can effectively generate high productivity in their
business operations. Some element which will help restaurant to increase effectiveness of their
menu are mentioned below:
Terminology: While designing the food and beverage menu it is very essential for Prezzo
to take use of understandable and attractive words in order to attract consumer from any different
location as vocabulary. By using those words which is hard to pronounce can result in the
creation of bit confusion in the mind of customers and may be they never order that dish just
because of unpronounceable word.
Picture: By taking advantage of attractive and eye cache images which is originally
cooked by the chefs of Prezzo restaurant benefits them to make their menu in much attractive
way and grab attention of consumers in effective way. In addition to this restaurant by posting
mesmerising and fascinating theme pictures slogans can design their menu in enchanting way.
Language: It is one of the major obstacle that acts an barrier in all geographical areas.
Prezzo is a Italian British owned restaurant in which their staff members use both Italian and
English language which is an universal official vocabulary in their restaurant. This will help
them to attract consumer by speaking in some Italian manner and make their menu
understandable to those who use English language (Eldredge, 2016). This will help them to
create a healthy and friendly environment in their culture.
Design Style: By taking advantage of enchanting atmosphere and simple structure
restaurant can grap more attraction of their consumers. Prezzo is using decent and sober
infrastructure in their restaurant and use light colour in their designing of menu and cutlery.
Colour: Prezzo is using loght turquoise and wooden shade colour for their furniture and
ambience. Which reflect restaurant cuisine and design.
3.2 Justify the development of the food service environment to support the recipe, menu and
services style
Ambience: It shows the atmospheric structure of a place. Prezzo managers has opted to choose
quite subtle and simple structure in addition to this they always offer enchanting and sound
music environment and special zone for kids.

Theme relationships: It is a concept in which there is a fusion of more than one cuisines.
In Prezzo their chefs planned to bring authenticated fusion of Italian mix in their recipe and offer
food products like squids, prawns, roasted crabs and other blending intermixture of multi cuisine
food. Prezzo also provide separate bar and beverage zone to their customers.
Meal Experience: In order to take regular feedbacks and maximise satisfaction level of
consumers in effective way restaurants use chart boards, fill books and other bill boards.
Manager of Prezzo opted to take use of wall board in which consumer fill their memories. In
addition to this, chefs of restaurant have completed their training from multinational 7 star
Michelin restaurants.
Staff Uniform: Prezzo have received numerous rewards and appreciations form the best
serving chain of food in United Kingdom. Managers of Prezzo provide effective training to their
staff members in order to consumers in best possible way. This will help them to understand
actual need of their customers. In addition to this by adhering code of conduct and wear
impressive uniform in their restaurant structure they can treat their consumer with great zeal and
enthusiasm. Prezzo staff members wear light black and white shade suit.
4.1 Research customer requirements for a new food concept
Manager and chefs of Prezzo is looking forward to launch a unique and attractive food
concept in their menu structure. To fulfil this objective in effective manner it is essential for
them to conduct a market research and evaluate actual need and preference of consumer and
present taste of market. It will benefit them to know the real and actual concept of food taste that
is being prefered by consumer in present culture. Population of United Kingdom generally prefer
quite simple and lively preference in their life. They prefer great taste of authentication and
fusion of different variants in their taste and also are more health oriented. Therefore, Prezzo
manager by opting fusion of various food mixture with healthy nutrients can create quite
attractive food offerings such as, salads and sprouts with the fusion of fruits. By analysing these
current trend Prezzo have decided to bring a authenticated mixture of Italian fusion in their food
variants in their menu.
By taking advantage of fusion mix in food and beverages restaurant effectively generate
more productivity and maximise their profitability in simultaneous way. In addition to this,it is
important for Prezzo managers to advertise their product before they launch in market to crete a
sense of excitement in the mind of consumers. They can use online platforms, digital market,

print media like newspapers and magazines to advertise their product. This will benefit them to
increase their profitability.
4.2 Justify choice of new food concept
Prezzo by analysing actual need to consumer in United Kingdom market came up with a
fusion to bring Chicken with Mustard Mascarpone Marsala Saise in their food course menu and
in their beverage section they are brining Lime-oncello Spritzers with mint which a mixture of
Italian and Mexican taste. Prezzo managers wishing this dish to be highly acceptable by their
consumers as they always looking up for new and unique innovation (Din and Shariff, 2017).
This will benefit them to increase their consumer base and attract more form different
geographical locations. This fusion is advertised in various different platforms to targeted
consumer base as to generate more attention.
In order to increase their promoting area Prezzo can advertise their fusion dish on social media
platform, promotional websites, digital market and on websites of restaurant. In addition to this,it
is also important for managers to keep on examining the nutritive value of their dish as to offer
great quality food to their consumer. As population of United Kingdom is more health conscious
in nowadays managers of Prezzo decided to offer their food and beverage dishes and beverage
with more nutritive value. In addition to this, managers in looking forward to take regular
feedbacks form their consumers as to know the success and failure of that dish this will benefit
them to take an idea the aptness of dish in the menu.
4.3 Justify recommendations on the launch/ implementation of new food concept
In relation with present scenario, Prezzo is looking forward to bring new fusion dish and
beverage in their menu for this it is recommended to the restaurant that before launching this
product in the market it is essential to make a back up plan so if the dish fails in the market there
is no major impact on this on restaurant image and goodwill (Davison and Coatsworth, 2012). In
addition to this, this can remove any kind of risk while balancing the authenticity of flavour. This
will benefit restaurant to strengthen their market position and acquire various new opportunities
for further development and growth.
These strategies is required to be assessed in efficient way in order to ensure restaurant
future rate of profitability. Furthermore, this will aid restaurant to maintain a positive and healthy
form of relationship with the costumers. Prezzo chefs can made necessary modifications in their
menu taste and flavours as per the demand of consumer and current market trend. By doing this

they can generate a sense of loyalty and valued in the minds of consumers which will further
result in the generation of more profitability and productivity of restaurant.
4.4 Review own performance in relation to developing and implementing new food concepts
According to my performance evaluation, it has been analysed that brining a fusion dish
and beverage concept in the menu which is Chicken with Mustard Mascarpone Marsala Saise
and Lime-oncello Spritzers respectively gained a lot appraisal and acceptance in the market of
United Kingdom. In relation with my own performance, in the process of making new flavoured
concept I was more enthusiastic and positive to adopt a new change. In that process I had
prepared me face any kind of uncertainty and risk. In relation with Prezzo, I have evaluated that
restaurant have adopted more consumer centric approach in which they take care of their needs
of costumer in more effective way. For example, people for Asian region prefer bit more spicy
food comparative to European country for this restaurant chefs offer extra topping of cheese
spicy sauce on their dishes as to soothe their taste buds. This not only satisfy need of consumer
in effective way but also provide lot of variations in their cuisines (Daoust, 2017). It provide me
more beneficiaries and increase the level of my overall performance in simultaneous manner.
CONCLUSION
As per the above mentioned report, it has been concluded that menu planning is
something to bring something unique and new in the food and beverage list in order to satisfy
need of consumers and compete with other competitors in the market. Menu planning include
bringing new variants in food. With help of this restaurant can remarkably increase their
profitability and raise their standard for further development. Restaurants can attract consumers
by making attractive design and bringing various new colourants in their structure. In this report,
review of performance along with recommendations are mentioned which will help in further
increment of individual performance level. Lastly, in this report consumer requirements in order
to make new food modifications are described as to satisfy their needs in best effective way and
increase productivity of restaurant simultaneously.

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