Menu Planning and Product Development: A Starbucks Case Study Report

This report delves into the critical aspects of menu planning and product development, specifically within the context of a cafeteria setting, using Starbucks as a case study. It commences by defining menu planning and emphasizing its significance in delivering products that meet customer requirements. The report then explores the principles of recipe development, highlighting the importance of taste, quality, and nutritional value. It discusses factors influencing service methods, such as food presentation and addressing consumer expectations. Furthermore, the report analyzes the development of the food service environment to support the menu, recipes, and service style, considering factors such as menu and brand image. The report also includes examples of Starbucks' "Secret" Menu items, such as Frappuccinos, and concludes by emphasizing the interconnectedness of menu, recipe, and service environment in creating a successful customer experience. The report references several academic articles to support the analysis and provide further context.

Menu Planning and Product
Development
(TASK B)

INTRODUCTION
Determining of the menu for a particular group of peoples for a
number of days can be stated as a menu planning. In the case
of cafeterias like Starbucks, it has a huge importance to
deliver the products as per the requirement of the customers.
It helps to make a schedule of the food on different times and
days.

(a.) Discussions of the principles of
recipe development
A recipe is related to the food which considers the taste and quality
of the product, so it is essential for the organisation to use an
effective recipe to make foods and drinks. A recipe is a used and
checked process to make coffee and foods in the Starbucks
cafeterias which helps to manage all the taste in the coffee and
foods. It includes raw materials, ingredients, cooking procedures
and quantities of ingredients. So it is essential for Starbucks to
use a particular recipe for dishes. They have to use principles to
develop recipes for developing food. Some principles are here
under:
Assessment of the objectives and priorities
Creativity

Continued...
 Cookery styles
 Nutritional compositions
It has a direct impact on the human body and health so they have to provide food
which is having high nutritional value like: Protein and Vitamins. So they have
to make their recipes accordingly to manage all of these components in them.

(b.) Discussion on the factors that
influence service methods
Service is a factor which is having direct influence on the customer's
attraction so it have to be perfect in all aspects. Starbucks is having a
brand image so they have to provide service and customer assistance
accordingly. Service method is related to the food services which is
provided by the waiters and hotel attendant. Some factors are here
which is having direct impact on the service methods:
 Food services systematic
 Food presentation

Continued...
 Addressing consumer's needs and expectations
 Timing
 Type of menu
So these factors can helps to the Starbucks to meet the customers expectations in
the Coffee and foods.

Starbucks “Secret” Menu
COFFEE DRINKS:
Pumpkin chocolate chip cookie Frappuccino £10
(Combination two ever favourite flavours into one cup of sweet, delicious
pumpkin and chocolaty goodness)
Starbucks special Poké ball Frappuccino £15
(Catch One Today to discover the secret inside!)
Chunky Monkey Frappuccino £12
(Our take on the popular ice cream flavour in Frappuccino form. Banana,
chocolate and nuts? A definite winning combination! )

Starbucks “Secret” Menu
STAR WARS WITH STARBUCKS:
The Dark Side Frappuccino £18
(An all dark Frappuccino using some of our stronger ingredients and one of our
favourites, chocolate whipped cream!)
Green Master Frappuccino
£20
(Modelled after our favourite little Jedi Master, Yoda, this Frappuccino is aptly
coloured, simple and delicious it is!)
Storm trooper Frappuccino £15.5
(Grab a Storm trooper Frappuccino to make the day extra special!)

d) Justification of the development of the
food service environment to support the
menu, recipe and service style
The food service environment relates to the culture of catering and providing
food through various businesses, companies and institutions such as
restaurants and cafeterias. In the cafes and restaurant industry the food
service is provided at the location along with the other services as well.
There are various factors that a restaurant needs to consider in developing
the food service environment at the location. Starbucks being the largest
chain of cafes, needs to provide best services and products to maintain its
brand quality in the market. The factors to be considered while developing
the service environment are:

Continued...
 Menu
 Recipe
Service environment of the restaurant consisting of all the above elements
is affected and decides the customer base. Starbucks being a coffee shop,
the service environment is developed according to the type of guests and
brand image in the market.