This report focuses on menu planning and food concept development for Strada, a UK-based Italian restaurant chain. The report analyzes menu design elements, including layout, description, and color, emphasizing the importance of a well-planned menu. It explores different menu styles (A'la Carte, Table d'Hote, etc.) and food production methods. Factors influencing menu planning, such as competition, trends, and costs, are discussed, along with the influence of the Food Labelling Act 1999. The report also delves into customer requirements, including quality, value, and service expectations. It justifies the choice of new food concepts, emphasizing creativity and the balance between food cost and popularity. Recommendations are provided based on a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), and the report concludes with a review of performance in developing and implementing new food concepts, highlighting the application of various strategies in menu planning and decision-making.