Menu Planning and Product Development Report for Osteria Romana

This report provides a detailed analysis of menu planning and product development strategies for Osteria Romana, a leading Italian restaurant chain based in London, UK. The report examines key aspects of recipe development, considering resource availability, food habits, customer types, and occasional factors. It assesses factors influencing menu-planning decisions, including quality, price, and service, and discusses various service methods such as presentation, buffet systems, and cross-cultural considerations. The report also outlines the stages of menu product development planning, including idea generation, screening, business analysis, and pricing. Furthermore, it justifies a menu design for a new concept, "Corino Parees," and evaluates the influences of different factors on the development process. The report also includes recommendations for the launch and implementation of the new food concept, along with a review of the performance in relation to the development and implementation of new food concepts.

Menu Planning and Product
Development

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
AC 1.1) Discuss the principles and factors of recipe development............................................3
AC 1.2) Assess factors that influence menu-planning decisions................................................4
AC 1.3) Discuss factors that influences service methods...........................................................5
AC 2.1) Discuss the stages of menu product development planning..........................................6
AC 2.2) Evaluate the influences of different factors on the development process ....................6
TASK 2............................................................................................................................................7
AC 3.1) Justify a menu design to reflect the menu compilation and recipe development..........7
AC 3.2) Development of food service environment to support the menu, recipe and service
style.............................................................................................................................................9
AC 4.1) Show the findings of your research into customer requirements for your new food
concept......................................................................................................................................10
AC 4.2) Justify your choice of new food concept.....................................................................11
AC4.3 Make recommendations on launch/implementation of your new food concept............11
AC4.4 Review your own performance in relation to developing and implementing new food
concepts.....................................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Menu planning and product development is the necessary concept in restaurants, whose
focus is to serve creative or innovative products. Menu planning is the method, through which
menu in which many recipe's are there, needs to be decided to serve better products to customer.
It is the wider concept with development of new recipe to serve to customer's to get their first
impression (Hernández-Ocaña, 2018). This report will be carried on Osteria Romana, which is
the leading Italian chain of restaurants, which is headquartered in London, United Kingdom. In
addition to this, report will be carried on principles and factors of recipe development, factors
which influences menu-planning decisions as well as service methods. Along with this, report
will cover stages of menu product development planning and factors of development process.
This report will also reveals that menu decision making and also the justification over stages of
food development stages.
TASK 1
To
The board of director
Osteria Romana
Sub: Menu planning & product development
Osteria is one of the leading and reputed Italian based restaurant in London, UK which is
legally named as Osteria Romana in 1980. It has total 3 outlets in entire London with 15 in other
cities of UK with wide range of product offering and customer service & response. It mainly has
table based arrangements with little focus on take away service. As an Executive chef, there will
be clear different concepts and principles are as follows:
AC 1.1) Discuss the principles and factors of recipe development
For Osteria, receipt development is one of the great idea through which they can bring
clear changes in their process with higher customer acquisitions. As a Executive chef, various
necessary principles has been found to development of any new recipes.
Resource availability: People of UK generally prefers food on seasonal basis and also
they have different choices. For this, resource availability is necessary to develop any new food
recipe depends on seasonal or casual basis. Such material relies on nature of recipe.

Habits of food: Osteria Romana must be conduct a brief survey to measure, know or get
inform about taste, preferences or habits while they prefers eating any food. People of UK are
highly foodie with income spending on food products (Eldredge, 2016). This can be a long term
opportunity for them to accomplish.
Type of customer's: The age, gender, religion, occupation based of potential customer is
the desire factor to know people generally prefers and also in what conditions. Every customer
have its own choices or taste preferences, while they consumes any food item. These factor
generally influences the demand of recipe product in restaurant.
Occasional factor: People used to visit restaurants, when there is any party, birthday, fun
and celebration or others. So, according to this, there needs or personal likes would vary. To
retain such flow drinks, snacks and appetizers should be included with menu to be offered.
Summary: Developing a new menu is like change to be bring to maintain customer's
need or interest into the Osteria Romana. Its includes adding new ingredients in existing recipe,
may be creating any new food recipe or changes in existing one. These changes have its own
merits or demerits. On one hand, merit can be creation of customer interest to buy or at-least
taste recipe or their trust would loose, as a reason their preferred taste has been changed. Hence,
there needs a strategic planning with customer choices.
AC 1.2) Assess factors that influence menu-planning decisions
Menu planning is an important stage, through which any additional recipe or number of
recipes to be added to create impression to the respective customer's. Menu planning depends on
various factors such as people behaviour, food choices by people, taste factor, even climatic
change or budget etc. Osteria Romana needs to considered various these factors to take proper
decision over menu planning. The factors have been discussed through tabulation process:
Factors to be
considered
Timely improvements Level/expectation
Quality In structuring of menu planning
process, quality needs to be major
factor to maintain planned menu for
longer period of time. Quality can be
measure through Total quality
Expectation for menu planning will be
accurate with current involvement of
food making practices such as cooking
equipments, budget making along with
time or cost factors.

management approach by which
quality of recipe will be maintained
over prices.
Price During process of menu planning,
price needs to be consider at factor,
which whether customer would
impressed or not (Shariff, 2017). Menu
planning should be structuring into
several groups such as beverages,
drinks, eateries, lunch or dinner and
also prices should be decide in
accordance with it.
Price level should be measured what
quality Osteria Romana will offer to
their customer's. In comparison to
beverages, restaurant can rise prices of
lunch or dinner to generate sales of their
planned menu or recipes.
Service During the complete process of Menu
planning, service needs to be given
critical attention, because when menu
is being offered to customer's, the way
restaurant staff entertain persist it or
show their efforts to deliver customer a
premium service. It creates response
for people to visit more and more.
After menu planning, continuous and
clear improvements in services are the
necessities.
Level of services to be offered should
be appropriate along with process of
menu arrangements or planning. Also,
Future expectation of services will be
achieved through proper evaluation
along with value analysis, which can be
offered to customer's.
AC 1.3) Discuss factors that influences service methods
In restaurant, services has to be major given priority along with ways through which food
might be served with increased efficiency or effectiveness. In context with Osteria Romana,
management needs to consider three ways, which will be effective and responsiveness to create
fits impression of the customer's. In such practices, ethics, manners, outfits what staff will wore

or equipments through food served has to be measured. For Osteria, Presentation, buffet system
and . The explanation is as follows:
Presentation: In presentation, decoration and garnishing over food are required to create
first impression in customer minds as well as to accomplish their attraction. This approach has
been used to urge customer's to eat more. Merits is that, it has creates initial impression in
customer stimuli to visit or eat more and more. The impact of presentation has been positive to
give new and delicious shape to recipes.
Buffet system: In this system, food and recipes are required to be arranged in platform or
equipments, where recipes will be kept into bowl or containers. Customer's can take any food
items as per his/her wish (Zahari, 2017). This has been resulted into resource and time saving.
Merit is that, buffet system has led customer to express their own choice along with time saving
to create long last impression. The impact is relative and centric for customer's quick response
and perception.
Cross-cultural: In this factor, food will served taking cultural aspects or as per
customer's requirements regarding what kind of garnishing or decoration they actually wants.
Advantage is to know what customer's prefer, while serving the food. Also, Cross-cultural
technique will Osteria Romana to understand their customer's and its actual preferences. The
impact is huge, but can be negative to consider any caste or cultural in-between.
AC 2.1) Discuss the stages of menu product development planning
In context with Osteria Romana, the stages of menu product development planning are as
follows:
Idea generation: For new recipe, idea generation will be taken from current trends going
in United Kingdom. Corn is most popular food product in United Kingdom and people of their
loves to eat various delicious recipes based on it.
Idea screening and concept testing: In this stage, Osteria Romana needs to eliminate
use-less concepts or knowledge from the idea of corn sandwich to get the accurate product with
durability & taste to customer and enrichment to their satisfaction.
Business analysis: For the purpose of business analysis, sales volume of existing menu
and its recipes will be analysed in order to test the nature of this product along with suitability to

get effective to enhance more sales of new product. Major focus will be given to customer post
service and fulfilment of their each and every needs or wants.
New product pricing: For this menu, premium pricing will be charged to generate more
revenue in the initial period along with intention to follow both market penetration and new
product development. Along with this, extensive pricing will try in initial time to maintain
product feasibility.
AC 2.2) Evaluate the influences of different factors on the development process
It is necessary to review the development process to know the effectiveness of the new
product. This can be measured by analysing the influences of the development process over the
business. If the development process increases the sales volume or meet the expected sales
volume, it is said to be successful and effective. The cost effectiveness is another parameter to
measure the influence of the development process. If the new product isn’t able to reduce the
overall cost, it is said to be less effective process.
TASK 2
AC 3.1) Justify a menu design to reflect the menu compilation and recipe development
Menu design is necessary to prepare the complete structure, which includes number's of
recipes to be served to customer at the given point of time (Ozdemir, 2015). Osteria Romana has
to launch their new menu “Corino Parees” which is consists of special dinning, in which
different recipe's of Italian culture will be follow. This menu design should be based on various
elements are as follow:
Decor: The decoration of the menu's should be proper and creative, so as to acquires thee
customer's interest to restaurant business. Osteria menu's needs to work on their factor to attract
customer's attention on first impression. Decor should be adequate, but not over decorate.

Sources: Decor of Osteria Romana, 2018
Lighting: It should be appropriate and also visibility must be accurate, so that customer's
can see everything without any problem. Decorative lighting should be avoid, so that culture or
attraction should be maintained with simpleness in the outlet.
Source: Lighting of Osteria Romana, 2018
Illustration 1: Decor of Osteria Romana
Illustration 2: Lighting of Osteria Romana

Style of design: Osteria Romana interior design should be modern and also with some
cultural or traditional taste of Italian homeland. Its better that creativity must be use with limited
extent or scenario. Material will use for design will be strong and with effective durability to fix
for longer period of time.
Sitting arrangements: As, Osteria Romana uses buffet system majorly, but they can use
sitting arrangements such as cross-rectangular table or circle table to have pure & higher
customer comfort.
Source: Sitting arrangements of Osteria Romana, 2017
Language: English should be preferred, as England is the country with English speaking
majority people (Caliskan, 2015). Populations of Italian are less, but they can use both languages
in Menu's card. Spell-checks should be done with higher suitability of understanding.
All these requirements are needs to be planned with increasing customer service parallel.
Strategic planning is the major requirements here for Osteria Romana.
AC 3.2) Development of food service environment to support the menu, recipe and service style
In restaurant, it has been necessary to have specific environment to impress the potential
customer's. In response to this, Osteria Romana can use Ambience as suitable food service
environment with slight changes from the existing one. Also, proper decision making is required
Illustration 3: Sitting arrangements of Osteria Romana

to support measures for menu, recipe & service style. For effective quality of service, there are
various factors which can considers by Osteria Romana to enhance style in their outlets are as
follows:
Italico style: This style is completely based about Italian culture, where people greets
others and serve them food with acknowledgement and respect. Also, clothing of Italy ceremony
will be used to put Italian culture flavour and presence to pull customer's sense of emotion.
Food experience: For menu style, Osteria will undertake pre-information, in which
customer's needs to fill their details, before going to buffet system about name, age, contact
number, so that outlet will contact them after post sales to get evaluate themselves their services.
Italian uses wood based crockeries, dishes or plates, while eating food. Cultural eating style is
required here in Osteria to get customer responses.
Cross-service style: In this style, staff of Osteria needs to ask for any-issues, when people
are busy with their stuff and food choices. Even, staff can ask feedbacks at every point of service
period or duration. This would be effective soon with higher customer acquisitions.
AC 4.1) Show the findings of your research into customer requirements for your new food
concept
Research is important for gathering necessary information/data which will facilitates this
restaurant to develop their new recipe products (Sano and et.al, 2013). This research will be
based on new product and analysis over its future expectation to Osteria Romana. Customer's of
Osteria are positive over their existing product with its taste or variations. But still, new recipe
dish is required with Italian flavour. Here, new product will be “Corn sandwich” and brief
research has been done and also gather information from 20 people over this new recipe. There
are various key findings which needs to be disclosed are as follows:
 Corn is highly popular in entire UK with availability of different types or category.
 Consumption of corn is high along with different recipe made of corn already exists.
Here, corn sandwich will be new recipe, as creative or innovative product to at-least try.
 People expectation from this new recipe is higher with more expectation with taste or
similar flavour of crunched corn.
 Also, past customer experience could be threat for Osteria Romana. So, expectations are
high from customer, restaurant needs to work on issues/problems associated with their
outlets.

Also, customer's has been disclosed that use of species should be adequate & proper along with
taste management by executive chef. Priority to seasonal menu should be given along Italian
culture as the major focus.
AC 4.2) Justify your choice of new food concept
Deciding new food recipes is process task, with practices about concept deciding, items
to be used, people management, preparation process and taste finalising. As executive chef, it
was decided that “Corn Sandwich” will be new product for Osteria Romana. Here, justification
is required for customer's preferences, tastes, budgets and so on (Shepperd, and et.al, 2013). The
finalising of this recipe will be decide through having the taste session with sample customer to
taste and recommendations for changes to be made. Also, if taste or condition of recipe will not
be appropriate, changes are required to be made with taste adaptation. Also, customer ability to
consume sour, spices will be taken care. This recipe requires the planning stage, where decision
over two three sample dishes will be taken to decide one common recipe, practice over flavour or
use of sour has to be measure to get tasty & delicious food. This choice has been decided just
after the analysis of current trends running in an entire UK. Here, majority is more of English
people and less Italians , so preferences will be given to Corn trends than new innovative pasta.
AC4.3 Make recommendations on launch/implementation of your new food concept
After the development of new recipe by Osteria Romana, this will be challenging task for
launching of new product for this leading restaurant. Before launching, several factors needs to
be considered while launching the new product such as timing, purpose, place and so on. For
Osteria Romana, other measures which are required to be taken place are as follows :
 “Corn Sandwich” can be launched through promotions over the television, newspaper
and radio. One personality will be invited to endorse this product with increasing its
reaching to their fans and loves ones.
 The concepts of open kitchen can be initiated to get invite various food industry person to
perform reality checking of the food on live TV. Also, sponsorship can be another option
with customer's suitability.
 Newspaper advertising will be another suitable option to advertise, because, this has wide
reach along with growing scenario of pamphlets to the public.

 To get the customer response at the higher point, sample testing will be suitable strategy
for Osteria Romana to get maximum customer attention, before the launch of new
product of this restaurant.
 Hence, it is finally recommendable that new food launch will required to be undertaken
with complete strategic planning and decision making to get maximum customer
responses.
AC4.4 Review your own performance in relation to developing and implementing new food
concepts
Once the product has been launched, we should review the performance of that new
product to check that whether people's are showing major interest for the Corn Sandwich or not.
Any positive review for this regard, says that we should continue the new recipe for future
period. For Osteria Romana, launching of new recipe was very successful, because
recommendation taken from people taken by me being executive chef for this restaurant has
proved effective and profitable. The actual performance will be measured through existing
product in comparison with this new launch of Corn Sandwich. Decision taken here was based
what new trends or cultures are going in UK market. Also, consideration over the development
of recipe has proven right to through process of policies taken to consider the same. As an
Executive Chef, my performance was better and optimised through various applications of
strategic planning by me on matter of new recipe development.