Sustainable Menu Design Development: A Digital Portfolio Project

This project presents a digital portfolio focused on the development of a sustainable menu, incorporating various aspects of design, research, and marketing. The project begins with an introduction and includes a mind map and mood boards to visualize the design process. Primary and secondary research, including questionnaires and analysis of existing literature, inform the consumer persona profile and business design development. The core of the portfolio showcases the design development process, including the final design outcome, which emphasizes digital and sustainable menu options. The marketing mix, branding, and USP are also outlined. The project culminates in an evaluation report, reflecting on strengths, weaknesses, obstacles encountered, and the effectiveness of the research conducted. The portfolio highlights the importance of sustainable materials, digital menus, consumer feedback, and visual elements like food photography and typography to create an appealing and environmentally friendly menu.

DIGITAL PORTFOLIO

TABLE OF CONTENTS
• INTRODUCTION
• Mind Map
• Mood Board 1
• Mood Board 2
• Primary Research
• Secondary Research
• Consumer Persona profile
• Business design Development
• Design Development and Final Design Outcome- Process
• Final Design Outcome
• Evaluation Report
• References

INTRODUCTION
• This creative project design is based on visual document,
specifically a sustainable menu.
• The process of menu development requires focusing on
variety of topics such as pricing, presentation and taste.
• The theme of this portfolio is sustainable menu
development with key aspects include sustainable
development goals, digital menu, pricing, consumer
feedback and illustrations.

MIND MAP
Sustainable
Menu
Development
Digital
Menu
Recycle
d Paper
Typography
Usage
of menu
links
Easy menu
scan
Interactive
menu
Usage
of soy
inks
Single use
paper
menu
Visual
Storytelling
in menu
Food
Photography
Sustainability
Pro: Reduced
Waste
Con:
Increased
expenditure
Pro:
Environm
entally
Safe
Con: Poor
drying ability
Con: Higher
financial
burden
Pro:
Reduced
waste
Pro: Eye
Catching Con: Expert
knowledge
needed
Pro:
Appealing
to
consumer
Con: Time
consuming
Pro: Makes
menu
easier to
understand
Con: Lack
of
innovation
Pro:
Supports e-
commerce
Con:
Cyber
security
threat
Pro:
Improves
UX
Con:
Requires
IT
expertise
Pro:
Consumer
satisfaction
Con:
Difficult
for old age
consumers

MOOD BOARD 1

MOOD BOARD 2

PRIMARY RESEARCH
Questionnaire
Q1) Do you prefer digital menu over physical menu?
a) Yes
b) No
Q2) Do you feel that menu ned to become more sustainable?
a) Yes
b) No
Q3) What improvements can be made in a menu to make it more sustainable?
a) Single use paper menu
b) Recycled paper menu
c) Scan and go digital menu
d) Sustainable ink for printing menu
Q4) What visual elements help enhance attractiveness of menu?
a) Food photography
b) Usage of animation and illustrations
c) Thematic menu cover designs
Q5) What elements need to be considered when developing digital menus?
a) Usability of links
b) User experience and actability
c) Proper Maintenance

SECONDARY RESEARCH
• According to the views of Bray (2020) sustainable menu can be
designed by ensuring that sustainable material is used by the
hospitality organization.
• Businesses can support sustainable menu development by
following requirements such as FSC® Certified (FSC C018866),
manufactured carbon neutral (VERs) and made with 100%
renewable Green-e certified wind-powered electricity (RECs)
under a third-party certified ISO 14001 Environmental
Management System.

SECONDARY RESEARCH
• Menu development
and printing began
in the 1800s as a
way to offer
consumers a list of
options from which
they can place their
order.

SECONDARY RESEARCH
• The different categories of menu are A La Carte Menu, Du
Jour Menu, Fixed Menu, static menu and classic menu.
• Each of the different menu categories are used by different
enterprises to communicate their dish range effectively.
• The A la carte menu is used for creating flexible menu for
customers so that they are able to chose and pair various dishes
which are priced separately.
• A la Carte Menu helps communicate the different separate
dishes offered by the establishment along with their prices.

SECONDARY RESEARCH
• Static menu is defined as a menu which is not modified
regularly and is quite large with different sections for
different cuisines such as sandwich, beverage or pasta.
• It is used to communicate different type of dish sold at
the establishment divided into different sections with
suitable prices for each section.
• It is used for themed restaurants such as Italian
restaurant having static menu with sections about types
of Pasta, Lasagna, Pizza and Risotto

SECONDARY RESEARCH
• Fixed menu is of the most common type of menus which
involves building a menu which does not change at all.
• Fixed menu is often used by restaurants to ensure that
consumers get specific number of dishes without any
changes.
• Thee type of menus are often adopted by themed
restaurants and communicate the consumers about certain
dishes which will always be available at the restaurant
irrespective of the season or time.