Menu Development, Planning and Design: Prufrock Coffee Report

This report delves into the critical aspects of menu development, planning, and design, focusing on the principles, types, and the vital relationship between menus and customer/business requirements. It examines various menu types such as Table d'hôte, à la carte, and set menus, highlighting their characteristics and suitability. The report explores the impact of customer needs (quality, price, variety, health consciousness) and business needs (profit, efficiency, compliance) on menu design. It also provides recommendations for incorporating current food trends, like vegetarian and vegan options, into menu planning. Finally, the report presents a detailed plan for developing effective menu cards, including menu concept, restaurant specialties, ingredient listing, supply chain management, and menu item costing. The analysis is based on the case study of Prufrock Coffee, a UK-based cafe.

MENU DEVELOPMENT,
PLANNING AND DESIGN

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Principles and types of menu.......................................................................................................3
Relationship between menus and customer's and business requirement.....................................4
Impacts of customer's and business requirement in planning and designing menus...................5
Recommendations for meeting trends in customer's and business requirements........................6
A detailed plan for developing menu cards.................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Menus are the representation of a restaurant's items along with its price differentiations. It
is very essential that every restaurant have to carefully design and identify a proper type of menu
along with complying certain principles. Along with following principles it is equally important
to give dual consideration regarding current trends and customer's and business's requirements
while designing and making plan for menu. This report will discuss the concept of menu, its
associated principles, relationship between customer's and business consideration and their
impacts with contrast to menu. Lastly a detailed plan is being discussed whereby different KPI
are identified that every restaurant have to consider. This report is thoroughly based on the study
of Prufrock coffee which is one of the famous cafe of UK dealing in a variety of food products.
MAIN BODY
Principles and types of menu
Menu:
It refers to a list which refers to a series of items and products including food and
beverages that are going to be served by company to its customers. It can also be considered as a
list which shows prices in correspondence of products. In short, it is a presentation of list of
items and its respective prices.
Types:
There are broadly three types of menus:
Table d'hôte:
It refers to that menu which includes a complete meal of the restaurant with a fixed price.
It has fixed selling price. It is one of the best menu which enables the timely availability of food
because due to fixed set of menu restaurant will get enough time to prepare food for its
customers. This is included in the best category due to existence of one more reason which
means it ensures and prevent wastage of food along with requirement of less kitchen utensils
(Filimonau and Delysia, 2019).
à la carte:
This type of menu includes a variety of dishes with different price for different dish. It
requires more time to prepare dishes due to availability of wide range of items. It provides a
wider choice to customers whereby they can choose dishes according to their preferences and

choice. Its prices are usually high in comparison of Table d'hote and it also requires more
preparation time along with a use of variety of kitchen utensils.
Set menu:
It refers to that menu where there is an existence of small number of dishes with a set
prices. It is usually used during big functions.
Special menus:
It includes those menus which are presented for limited period. These menus are special
because it offers restaurant's product at a nominal prices or at very low prices. It may include
happy hours, limited deal, season's special and various other.
Principles:
It is one of the important tool of restaurants whereby they can communicate with their
customers. It gives information about every product of the respective restaurant. It is a reflection
of customer's demand. There are certain principles which are kept in consideration while
designing menus:
Menus should be designed in such a way that it will not hurt any religion, caste, race,
gender, beliefs and various other important elements of society. This means that menu should
cover a variety of food items considering need of child, adults or old age people (Kainthola,
2021). Similarly, it should be a combination of different religion aspects and beliefs including a
clear bifurcation between vegetarian and non vegetarian aspect.
While designing menus it should be noted that it will be a balance of different food types,
costing, season's speciality, hygiene factors, etc. it is also very important to have a balance of
five food group including, dairy, proteins, fruits, vegetables and grains.
Similarly, while considering customer's need it is also very important that restaurant's
prospective will be given dual importance. This means that while designing menu adequate profit
consideration will be given equal importance. It is important that customer will be offered
varieties at low price but it equally important that restaurant will not suffer loss. Thus, it should
keep appropriate profit margin before finalizing prices in menu.
Relationship between menus and customer's and business requirement
Since every customer has different aspect and perspective towards menu of a hotel. Like
some customers are very cautious about having a knowledge about used ingredients in their

respective favourite dishes. While, some customers are price cautious. Similarly, some customers
are very particular towards health and hygiene. Thus, menu should be a composition of all these
considerations of customers (Fussell, 2019). For fulfilling this need and considerations Prufrock
coffee can choose an option of à la carte menu wherein they can avail a variety of products as per
customer's need and demand by including name of dishes and its associated ingredients.
Similarly, restaurant can also include and consider health and cost element in this type of menu
to satisfy customer's consideration. In the same way this type of menu has also coverage over
restaurant's aspect in the form of meeting its sales and profit margins due to inculcation of good
prices.
Like à la carte menu, Table d'hote has also ability to meet both customers and hotel's
perspective. This means that as this menu are specially designed for those food lovers who have
perception of consuming a set of dishes and diet. As it is available at minimum and low prices
thus it also meets cost and price element of customer's (Suarez, 2019). Likewise, this menu has
full consideration towards restaurant because it requires less time and hotel's utensils and staff
for its preparation. This way it can save restaurant's cost of operation and contribute it towards its
profit objective.
Like the above two menus special menus also plays a very important role in meeting
requirements of customer's and respective restaurants. As it is used by restaurants to raise and
boost its sales and promotability. In the same way it enables customers to try those costly and
special dishes of hotel which are out of reach to then in financial terms. Also, as it raises
restaurant's profitability and popularity in the same way it gives a chance to customers to avail
special dishes at low prices.
Impacts of customer's and business requirement in planning and designing menus
Customer's requirements:
Customer's general requirement includes availing the best quality products and items at
low prices. This means that they want access to a variety of high quality products but at low
prices. While, it is also noted that some customers are ready to pay high prices for high quality
products. For those segment of customers price doesn't bother. Similarly, some customers also
requires that they have an easy access and reach towards products. For easy access and fast
deliveries they become also ready to pay high prices.

Business requirements:
Like customer's requirement business also requires that it should comply with certain
kitchen protocols in the form of favouring and following rules and regulation which are made
considering hospitality sector. It is also required by them that they can reduce their preparation
time along with ensuring availability of specialized and professionalized staff. It is also an
important requirement that restaurant should have availability of all equipments that it can meet
it's all customer's requirements.
Thus, from the above requirements it is clear that menu of Prufrock coffee would be
made in such a manner that with respect of customer needs, restaurant's requirement will also
meet and satisfied. Since every customer wants that, he would have wide reach over product but
at low prices. In the same way every restaurant wants that while dealing its business it will earn a
good percentage of profits. Thus, it is very important that there is a combination of both the
aspects so that both need and requirement will be meet and satisfied (Kel, 2017).
Apart from that Prufrock coffee also have to consider while designing its menus that it
should comprise every requirement of customers in respect of price, variety, quality, speciality
and various other aspects (Akhmetova and Suleimenova, 2018). In the same way a menu should
be in accordance with laws and regulations along with meeting business perspective in the form
of sufficient availability of equipments and staffs along with consideration towards hygiene
factors while dealing with crockeries and utensils.
Recommendations for meeting trends in customer's and business requirements
Current trends:
Changes in food trends are quite often. This means that it changes very frequently as per
taste and preferences of customers. Recently there is a trend of meat free product, people are
more attracting towards vegetarian food. There is also a new emergence of concept in the form
of vegan food which is one of the best substitute for non-veg lovers (Hirth, 2021). As it is reach
in protein content so it sis one of the best choice for diet conscious people. Also there is a high
trends towards fast food and low calorie and sugar food.
Recommendations:
For meeting such trends Prufrock coffee have to design and plan their menu in such a
manner that the trends will be meet without having any adverse impact over business and

customer's considerations. For meeting such trends hotels have to introduce a special segments in
their menu in the form of vegan food and fast food. By this practice Prufrock coffee's
consideration in the form of raising sales and profits can also meet along with meeting
customer's demand and current trends. It is also recommended that restaurants have to introduce
digital concept in their working. Digitalization can be executed in the form of enabling digital
and online menu by which not only current requirement of hygiene and safety due to Covid will
meet but it will also save cost of hotel (Kale, Goti and Roychaudhary, 2020).
A detailed plan for developing menu cards
Developing menu concept might be help in both designing their kitchen as well laying
out with delivering their productivity, preparation and storages. Here are some plan that could
assist in establishing menu cards:-
Menu concept:
First and most important for preparing menu concept for customer and restaurant peoples.
I begin with while developing flavour profiles for supporting various elements such as texture,
colour which might be help them to deliver their promised. Prufrock Coffee main aim to keep
memorable and simple. Quantity of items have been maintained and for keeping menu cards all
items being taken under optimal productivity or anxiety among the guests.
Restaurant speciality:
After the menu concept being prepared, restaurant speciality in which menu it had been
decided to mention one required ingredients with low price and do not take much time for
preparing their items. The items will be highlighted in menu card on tables that easily for
catching customer eyes (Jetter And et.al., 2019). It can be also placed as Chef's favourite
segments that customer order for it.
Listing for core ingredients:
In developing new menu with having specific dishes and drinks that can take lot of error
and trial. It is most important to understand targeted marketed and concept for working with the
flavours that make more customer. When listing ingredients try to use five food group such as
using products diary, fruits, grains, protein and vegetables, seasonality concepts products. Main
repurpose for also to raw ingredients as much can be possible for reducing waste food as well
costs.

Identified supply chain:
For reducing risk and often more costs by involving third parties as much possible for
having supply chain in restaurant. While after planning ingredient, important for listing out the
supply chain number, also includes the data of company, keeping storage facilities, working in
ethical environment and delivering logistics. It must be also noted about local suppliers for
products which is required for concept.
Costing for menu items:
while putting menu items into spreadsheet which allow for preparing and analyzing the
menu concept. Menu items be priced as per accordingly for targeting more customer and having
benefits for local economy. Costing must be fixed as per each levels of class can afford and make
their satisfaction level.
Visualize glassware and plating:
Attracting more customer, it must be considered for guests drinks and eats items menu
offering along with that cleanness and hygienic taken care about in plates and glassware.
Looking over to plates and glasses more important things, moreover elements such fork and
spoon together (Sundt and Eastman, 2019).
Key performance indicators:
Sales:
It is one of the most important indicator that menu of a restaurant should raise sales. It
should be designed in such a manner that with respect to attracting customers towards restaurant
it will raise sales percentages of the business.
Labour cost:
It is a cost with is associated with labour of the hotel. Since it is an expense of hotel so it
has to be careful regarding this element. This means that it also have to design its menu in such a
manner that with respect to raising sales and profits its labour cost will be low so that business
will always leads in a situation of equitable profit.
Good's cost:
For successful implementation of business it is very essential that cost of goods of
restaurant will be low with compromising in quality. Since it is an critical element so every
restaurant have to aware about this.

Prime cost:
Prime cost refers to a cost which is equivalent to an addition of labour cost and cost of
good sold. It is very essential that prime cost should be kept low with having any adverse impact
over quality of products.
Solutions regarding occurrence of any problems:
In case of occurring any problem regarding declining sales proportions then Prufrock
coffee by launching various promotions strategies in the form of discounts and offers can
mitigate such declining sales. Also, by continuous market research and analysing trends any
problem regarding customer's preference and taste will be easily meet along with meeting
business requirements.
CONCLUSION
From the above report it had been concluded that the menu planning and designing most
important part for making their goals achieved. Menu must be designed in such a way that
compete with the customer and business requirements. Customer needs to be fulfilled which
might be essential for every business including hotels, cafe and restaurant in this they have to set
up the menu cards for their customer which could help them in satisfying. In above study
produced realistic plan which meets to people for maximizing requirements in organization as
well. Menu development, planning and designing producing to their customer for having huge
amount of profits in organization.

REFERENCES
Books and journals
Akhmetova, S. and Suleimenova, M., 2018. Quality management system for improvement of
quality and efficiency of food production: case of dairy products
enterprise. Entrepreneurship and Sustainability Issues.6(1). pp.289-310.
Filimonau, V. and Delysia, A., 2019. Food waste management in hospitality operations: A
critical review. Tourism management.71. pp.234-245.
Hirth, S., 2021. Food that Matters: Boundary Work and the Case for Vegan Food
Practices. Sociologia Ruralis.61(1). pp.234-254.
Jetter, K.M. And et.al., 2019. Yes we can: eating healthy on a limited budget. Journal of nutrition
education and behavior. 51(3). pp.268-276.
Kainthola, V.P., 2021. Principles of hotel management.
Kale, S., Goti, P. and Roychaudhary, R.C., 2020. Online Table and Menu Booking System for
Restaurants.
Suarez, and et.al., 2019. Are restaurant customers ready for tablet-based menus?. International
Journal of Contemporary Hospitality Management.
Sundt, A. and Eastman, T., 2019. Informing Website Navigation Design with Team-Based Card
Sorting. Journal of Web Librarianship. 13(1). pp.37-60.
Online
Fussell., G., 2019. How to Create a Tasty, Trendy Menu Card in Adobe InDesign[Online].
Available through: <https://design.tutsplus.com/tutorials/how-to-create-a-tasty-trendy-
menu-card-in-adobe-indesign--cms-24083>
Kel.,H., 2017. 10 Best Creative Menu Card Designs That Inspire [Online]. Available through:
<https://www.designhill.com/design-blog/best-creative-menu-designs-that-inspire/>
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