MA CAM Culinary Management Project: Theatrical Dessert Report Analysis

This report details the development of a theatrical dessert, specifically fried vegan ice cream, for Classic Cuisine Ltd., a Northampton-based food manufacturer. It begins with an analysis of the dessert market, consumer trends, and customer requirements, highlighting the potential for a new product. The report outlines the new product development process, including ideation, screening, concept development, marketing strategy, business analysis, and costing. Application of framework models to explain the development process planned. Risk analysis, recipe formulation, and allergen information are provided, along with costings. The project applies principles of project management to ensure a successful launch, covering project initiation, planning, execution, and commercialization. The report emphasizes the importance of sensory appeal, enhanced dining experience, and boosting sales, offering recommendations for further development and concludes with a discussion of the project's overall success and potential.

Theatrical Dessert
(Fried vegan ice cream)

Terms of Reference:
The report provides a detailed analysis of the dessert market, current consumer trends and
highlights innovations in the ice cream market. Through the research conducted it was evident
that Fried Vegan Ice-cream would be suitable for a broad market. Principals and methodologies
of management are applied throughout the project to gain clear insight into the fundamentals of
Culinary Management Project.

Table of Contents
Table of Contents
Terms of Reference:.........................................................................................................................2
Summary .........................................................................................................................................4
INTRODUCTION...........................................................................................................................5
Main Findings .................................................................................................................................6
An analysis of the dessert market................................................................................................6
An analysis of the customer requirements...................................................................................6
The new product development process .......................................................................................6
The Product Development process undertaken............................................................................6
Application of framework models to explain the development process planned........................9
Risk analysis .............................................................................................................................13
Costing and recipe formulation .................................................................................................13
Recipe formulation.....................................................................................................................16
Allergen Sheet:...........................................................................................................................16
Costings indication.....................................................................................................................17
CONCLUSION..............................................................................................................................17
Recommendations......................................................................................................................17
REFERENCES .............................................................................................................................18

Summary
The main aim of this report is to develop a prototype theatrical dessert for Classic Cuisine
Ltd. a food company based in Northampton. The developed prototype must provide sensory
appeal, enhanced dining experience, and boost sales for desserts. The report provides
information about the current dessert market, covers strategies and stages required in the New
Product Development process, and analysis risks that may arise during the projects life cycle.
During 2018, the overall sales of frozen desserts were on a decline, and the experience economy
had a relatively loose hold on the market (Akgün, 2020). Anticipating the rise of the experience
economy, restaurant chains and celebrity chefs developed ‘theatrical desserts’ to boost overall
sales while simultaneously providing consumers with premium food-experiences.

INTRODUCTION
The following report is based on the product development process and project management
process used while launching new product within markets. A company naming Classic cuisine
limited which is a Northampton based food manufacturer which is developing in supplying
frozen to table restaurant food products for different High Street branded restaurants (Block,
2016). Main objective of this type of restaurant is too broad in the desert portfolio and develop
various creative ideas and thoughts for developing a theatrical desert. There is explanation of the
dessert market analysis and project management processes applicable to the company. The main
objective of this report is that there is a new prototype for new ‘theatrical dessert’ which is
developed in food company ‘Classic Cuisine Ltd’. The new desert i.e. fried vegan ice cream is
made for people who are fond of attractive ice cram and it also includes vegan products.

Main Findings
An analysis of the dessert market
Desert is known as a confectionery course which consists of main meal. this is commonly a
sweet food beverage or base. Fruit is a common ingredient in almost all of the deserts. The
reason behind this is the natural Aroma as well as sweetened taste that they provide. There are
various deserts which also include cashews, almonds, raisins, etc (Chukwu, and Anorue, 2019).
These are available at different retail formats, restaurants as well as bakery stores. Chosen
product by the classic cuisine company is vegan ice cream. This is available in different flavours
like chocolate, vanilla strawberry and blackcurrant. This is provided to two different restaurants
in High Street.
An analysis of the customer requirements
Customer and client of new vegan ice cream are attracted towards fresh flavours and use
of fresh fruits while making of this product. There are various people who will love Aroma and
natural sweetness which is added in this ice cream (Compagnone, Hickman, and Acikgoz, 2019).
It is concluded that this icecream will attract basically the age group of 5- 45 years. The different
flavours of this ice cream are liked by mostly all potential customers of High Street restaurant.
The new product development process
The Product Development process undertaken
The new product development plan is defined bring out original product Idea within the
market (Ershova, Bozhko, and Chernyshova, 2019). It is very essential for classic company to
analyse three processes which are included in product development that theatrical desert. This
differs from industry to industry that what are the different stages of the new product
development as in context of the theatrical desert, there is need of analysing the processes like
ideation, research, planning, prototyping, sourcing as well as costing of the product. These stages
in context of the new theatrical dessert is mentioned below Idea generation - ideation is known as the step in which company analyses the different
factors that affect the productivity and profitability of the company. In context of classic

cuisine company, it is seen that there is need of analysing effective tool which is used for
knowing what are the factors which will help in increasing the profitability of new vegan
fried ice cream (Geetha, and Bhanu, 2018). Project manager of this company has
analysed that there is need of introducing a new theatrical desert which will attract the
clients which are different restaurants of High Streets. Idea screening - it is very important for this company to analyse their research which is
used for development of this new theatrical desert within market. Product validation is
defined as the process which is used for analysing amount that a customer can pay for the
product. There are different ways for validating the ideas of product development within
market. The classic cuisine company can take feedback of the clients and customers on
various online forums like Reddit to evaluate their requirements and demands about the
new theatrical desert (Grobelna, 2019). The validation research helps in inevitably
involving in the competitive analysis of the product. In this case, customers and clients
can visit website and analyse the mail which will help in understanding the requirements
and demands of customers which will help in increasing sales of the company. It is
helpful for the company to analyse dislikes or likes of the customers with the new
product i.e. new vegan fried ice cream is helpful in in defining the competitive advantage
of the company. This includes doing product validation as well as market research that
will help in knowing demand and needs of theatrical desert within market. Concept development and Testing - product development is a process which includes the
improvement which can be done within product for building the prototype. The product
development is involved in managing the product development in an effective manner.
Classic cuisine company has to approach manufacturers for analysing the materials
required for making the theatrical dessert (Jakobsson, 2018). The first thing which
product development of theatrical dessert includes managing the product development in
effective manner. In different companies, there is need of developing a prototype which
can be shown to the stakeholders for analysing the profit that can be made within market.
In context of new theatrical desert, the project managers are confident enough that they
have made a useful product which can be sold in market at affordable price. This will
help in increasing the money earned by the company.

 Marketing strategy development – the main objective of prototyping phase consists of
development of product which is done for creating a finished product and using sample
for mass production. The concept of prototyping consists of experimentation of several
version of product that is used for analysing and experimenting the different version of
the theatrical desert (Limlahapun, and Kanchanathaveekul, 2019). It is ensured by classic
cuisine company that it is providing a new theatrical dessert which is made from finest
ingredients and this film have marvelous taste. The prototype of this desert will be
provided at small parts of market and feedback from customers is taken. Effective
changes are made within the product as this will help in increasing the attractiveness of
product.
 Business analysis - when the product prototype is developed, there is need of gathering
the materials as well as securing the partners which are required for the production of
product (Mignon, and Broughel, 2020). In case of new theatrical desert i.e. vegan fried
ice cream, this includes development of supply chain. The different elements of supply
chain within classic cuisine company are the vendors, activities as well as resources and
these are required for creating the new desert according to the requirements of clients.
 Product development - the above processes includes research, planning, prototyping and
the sourcing of the new product within market. After this, the company has to analyse
the costing of the production of product. The process of costing is defined as gathering of
information and evaluating cost of goods sold and determining a retail price as well as
gross margin. The project manager of classic cuisine company develop spreadsheet which
includes information about cost broken out from the separate line item. there is an
analysis of different factors like raw materials, factory setup costs, manufacturing costs
and delivering costs.
 Test marketing – This is known as the prototype in which there is development of
effective marketing staretgies that can be used by companies for working effcetively
within market. This includes to mock the launching of new vegan fried ice cream within
market. This can be done by uing marketing campaigns, documentation, pamphlets, etc.
 Commercialisation – This is defined as the way in which launching of new product is
done (Muganga, 2019). This includes expansing the product within market.

The classic cuisine company falls under desert market which is having fierce competition
within market. By entering into this industry, different organisations can make money easily by
providing quality and tasty products. The product development cycle helps in analysing the
profitability that the product will make while selling in market. The new theatrical dessert is
made of healthy ingredients and the recipe is known only by the company. The different factors
which are considered by this company are labels and warnings, food regulations and expiry
dates.
Application of framework models to explain the development process planned
There are different phases of project management process which can be used for analysing
the success of any product. It is not easy for a company to manage a project when there is no
scope and scale (Munro,2018). It is important for different organisations to plan a proper strategy
and handle all the demands and requirements of clients and customers while delivering any
product or launching a new product within the industry. The most important aspect that is used
by components is to divide the project into different kind of manageable stages. These stages are
owned by different managers and they have particular goals and deliverables which have to be
controlled by the project manager and it is ensure that work is done in quality manner. Classic
cuisine limited are a northampton based food manufacturer which is developing in supplying
frozen to table restaurant food products for different High Street branded restaurants. Main
objective of this type of restaurant is too broad in the desert portfolio and develop various
creative ideas and thoughts for developing a theatrical desert. When development of this
theatrical desert, this company has to undergo various stages of project management in order to
take care that all the products are being produced in proper manner and delivered to the
restaurants in effective manner. . The new vegan fried icecream is made from using natural fruits
and ingredients. Also, there is no added sweetness as it contains the sweetness of fruits and
flavours which are natural (Obaid, Farooq, and Abid, 2020). This helps in attracting lot of
customers towards the product. The different stages of project management in context of this
desert is mentioned below –
Project initiation - this is defined as the first stage of the project management process. It is
basically concerned with the turning of abstract Idea into a meaningful objective or goal of the
company. According to this stage, there is need of developing a business case in order to define

the project on a major level. It is very important for this company to determine the need of
project that is in this case the need for preparing a new theatrical desert. A project charter is
made which will define the need of this kind of desert within the industry. This is an important
document which is used by the company for explaining the goals, constraints, appointment of
project manager, expected timeline, budget of the project. When the company understood scope
and goal of the project, there is need of identifying all the key stakeholders which are involved
within this project. The manager of classic cuisine limited has to create a a register of
stakeholders in which there is explanation of designation, roles, communication requirements as
well as influence of the stakeholders. this is helpful for the company in managing all the
activities that have to be performed while completing the project initiation.
Project planning - at this stage, there is need of complete deliverable because at this
point project roadmap is developed (Odor, Martins-Emesom, and Bakwuye, 2019). The classic
cuisine limited is using agile project management for handling the project activities and tasks
effectively. This is second phase of project management and it takes lot of time and efforts to
accomplish this project stage. According to this step, tshere is need of primary tasks which have
to be performed in order to identify the technical requirements which are needed for developing
a detailed schedule of the project. in this phase, there is creation of communication plan and
setting up of all objectives, deliverables as well as goals of the company.
There are different methods for the setting up of goals of project and these goals have to be clear
and smart. These are helpful for managing a project in effective manner and preparing all these
project activities and tasks which are used for success of theatrical desert within the industry.
Smart goals - this is concerned with the ensuring that goals are set up in effective manner
and projects are analysed in critical manner.this is known as an established method which is
helpful for minimising the risk involved within the project. This helps the project manager in
order to have clear as well as defined objectives and goals. The launch of theatrical desert is that
this type of desert will help in increasing the profit of the company by 5% within 3 months.this
will also help in increasing the customer satisfaction level and creating a competitive advantage
within desert industry.
Clear goals – this is known as the method of setting up of different objectives and goals
which are designed for catering the dynamic nature of the workplace. Businesses of present
industry are are requiring immediate results as well as flexibility and they need clear objectives.

In context of theatrical desert, It is seen that the goal of the company should be collaborative,
limited, emotional, appreciable and refinable. This is the planning stage of the the project
management. There is explanation of scope and value of the project within the industry. At this
phase, the project manager has to analyse scope of the project demands and there should be
changes made according to the analysis done for the new product.
At this phase, there is development of detailed timeline with all the deliverable as this is
an important element of planning stage. the project manager is using this timeline for developing
the communication plan and managing all the schedule of communication with stakeholders in
order to plan the launch of theatrical desert within market.
Another important aspect of project management is risk mitigation. According to this
stage, there is need of managing the responsibilities related to exploration of past data that can be
used for identifying the potential risks in the market while launch of new theatrical desert. There
is need of developing strategy and plans for minimising the risk.
Another important aspect which is used by the professionals includes an effective change
management plan. This is concerned with the the incorporation of different changes that have to
be done within this desert before launching it into the market. If there is no working change
management plan in the project, scope creep can happen and this will cause great problems for
the project team of the company. It is very important for minimising the possibilities of
unforeseen changes.
Project execution - the project execution stage is concerned when the team is doing the
actual work of launching the theatrical desert within market. The project managers at this stage
have to do their actual job in order to establish efficient workflow of the project activities and
there is need of monitoring all the progress of project in effective manner. The project manager
has the responsibility of managing all the phases in effective manner. It is ensured by the project
manager that all the activities of projects are done in effective manner and there are no problems
or issues with any of the project task for activity. At this phase, the project manager can take
help from the the collaboration software which are available within markets and these are helpful
in improving the efficiency and productivity of the team as these help in managing the
production of theatrical desert properly.
Project monitoring and controlling - this is an important phase of project management
process which is required by the company in order to to do the project activities effectively. At

this phase, the project manager has to ensure that there are no problem in the plant which is
developed by critical success factors as well as key performance indicators. Aadi monitoring face
within project management, the manager of cuisine limited has their responsibility for
quantitative tracking be referred as well as cost of the launching of new theatrical desert.
Project closing - this is known as the final phase of the project management process. This
includes all the activities which leads to end of project and final delivery of the product in the
market. This stage includes all the external talent which is required for hiring a particular person
who can manage all the work which is related to end of the project. It is very important method
as it ensures the continuous improvement within the company and enhancing the productivity of
the project team in future. The theatrical desert project is reviewed in a complete detailed report
that has all the aspects after completing the project work.
The project managers of classics cuisine company can use cloud based software which are used
for storing all the documents required in the project.it is very essential for the project managers
to divide the project into multiple phases and provide effective feedbacks and guidance to all the
team members of the project in order to operate the project activities effectively and preparing to
execute the project in effective manner.
Gantt chart for the fried vegan ice cream