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TABLE OF CONTENTS
INTRODUCTION ............................................................................................................................................ 1
TASK A FACTORS INFLUENCING MENU PLANNING AND MENU PRODUCT DEVELOPMENT PROCESSES
...................................................................................................................................................................... 1
1.1 ............................................................................................................................................................. 1
1.2 ............................................................................................................................................................. 4
1.3 ............................................................................................................................................................. 5
2.1 ............................................................................................................................................................. 5
2.2 ............................................................................................................................................................. 6
TASK B FINDINGS AND RECOMMENDATIONS RELATED TO FOOD SERVICE ENVIRONMENT AND A
NEW FOOD SERVICE CONCEPT .................................................................................................................. 6
3.1 ............................................................................................................................................................. 6
3.2 ............................................................................................................................................................. 8
TASK C FINDINGS RELATED TO NEW FOOD SERVICE CONCEPT ........................................................... 10
4.1, 4.2, 4.3.............................................................................................................................................. 10
TASK D REVIEW OF SELF LEARNING ........................................................................................................ 12
CONCLUSION .............................................................................................................................................. 13
REFERENCES .............................................................................................................................................. 14
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TABLE OF FIGURES
Figure 1 Project Planning for Recipe Development ...................................................................... 2
Figure 2 Recipe development process ............................................................................................ 4
Figure 3 A typical floor layout to increase efficiency .................................................................. 10
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INTRODUCTION
One of the most significant objects of organizations in food service industry, is menu
planning. Preparing of menu is an art in itself and it requires meticulous selection of delicacies
for varied courses. Menu planning is undoubtedly a lengthy process but highly imperative. The
current report takes a look into the factors influencing menu planning and understands the
concept of new food development.
TASK A FACTORS INFLUENCING MENU PLANNING AND MENU PRODUCT

DEVELOPMENT PROCESSES
1.1
The development of recipes form an important part of every food service organization. A
recipe basically refers to a tested and standardized process of preparing food, in which the type
of ingredients to be utilized, their percentage, order of mixing and the temperature and time for
cooking are all decided to make a delicious and uniform product. There are different principles
of recipe development. Prior to the development of actual recipe, project planning is required.
This planning will help in developing action steps in clear sequence and an assessment of
objectives and priorities (Arora, 2007). The project planning pattern for developing recipes has
been given below:
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Figure 1 Project Planning for Recipe Development
(Source: Recipe Development and Evaluation, n.d)
The next step is recipe testing which involves testing the newly developed or already
existing recipes. Once it is done, the recipes are evaluated to find out whether the cooking
method is logical, are any special equipment required, does it need excessive time etc. Following
this is the step of recipe writing. Recipe acts as a blueprint for actual food production. Below
mentioned are the main principles and keys to a fruitful recipe (Rodgers, 2007). It must be:
Reproducible It must be written so that it is possible to repeat it with uniform results.
Concise It should be precise but sufficiently comprehensive to provide required information
(Andaleeb and Caskey, 2007).
Easily Prepared There must be minimum steps in an organized sequence. Ingredients ought to
be listed in the units of common parlance which augment accuracy.
Pleasing to the senses Has satisfying and stimulating aroma and flavors with suitable mouth-
feel and texture (Edelstein, 2010).
Interesting Carries certain appeal that is adds variety to the dish.
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Economical It must entail attributes of economy not every time from standpoint of budget
but also economy of material and human resources.
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Thus, the recipe development process can be summed up through the following figure:
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Figure 2 Recipe development process
(Source: Recipe Development and Evaluation, n.d)
1.2
Location of the restaurant If the eatery is located in a business area then the menu
must be engineered in a specific manner so that the service will be fast and it is
moderately priced.
Type of restaurant If it is a Mexican restaurant then most of selection will be Mexican
(Kivela, 2001).
Type of guests Type of customers, i.e. their income, religion, age group, spending
capacity must all be taken into account. For instance, high income group people normally
prefer a lavish meal as compared to middle class people.
Capabilities of the kitchen and wait staff If an elaborate menu is out of bounds for the
cooks then it should not be planned (Kivela, 2001).
Seasonal Availability Though there are technologies available to store any type of food
product for all year round, still, seasonal specialties should always be included in the
menu.
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Nutritional Content It is important for the menu to be nutritionally balanced.
Menu Cost It is also crucial to bear in mind the selling price of the food items so that it
is possible to control food cost (Hartwell and Edwards, 2009).
1.3
A number of factors are there which affect the service methods being adopted in food
service organizations. Some of them have been listed below:
Type of restaurants If it is a fast food restaurant, then it stresses on speed of service
and customers have to place their orders on the counters and get their food products from
there itself. This is completely in contrast to a fine dining restaurant where table service
is provided to the guests. In family style restaurants, food is normally served on platters
and the guests serve themselves (MacFie, 2007).
Menu Style There are a rage of menu styles available i.e. A la Carte, cycle menus,
buffets etc. Serving methods vary according to these styles as well.
Skills of the serving staff - In plush restaurants, the wait staff is highly trained and is
perfect in providing personalized services to the guests. On the other hand, in casual
dining restaurants, the staff members are not so skilled so as to provide highly
specialized services (Pechan, 2005).
2.1
Planning the menu product development involves a series of steps. These have been
outlined below:
Knowing the guest This is the first and foremost step for successfully planning a menu.
It is imperative to compile the sales information, including the preferences of the
customers visiting the establishment, their age, how much money they spend and what all
things they order (Oosterveer, 2007).
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Diagnosis The subsequent step is to properly analyze the menu items which are top
performers, which are in middle of the pack and those which are not having good sales.
Knowing own operations The restaurant must have proper understanding of its theme
or cuisine in which it is specializing or wants to specialize. There needs to be sufficient
availability of equipment required to prepare the intended dishes. Suitable quality
standards need to be in place and proper budget must be developed to have an idea about
the food cost (Rivera and Shani, 2013).
Content In this stage, the contents of the menu can be planned, covering the menu
sections or categories, the pricing structure and menu items in each category. Innovative
merchandising techniques, branding and compelling language will be used when
planning the contents.
Design Subsequent to the finalization of the copy, the next step is to design the menu
layout in which the menu will be fitted (Amjadi and Hussain, 2005).
2.2
Menu is regarded as one of the most important tools for increasing sales of an
establishment. The development and preparation of the menu is reliant on the food preferences of
the guests. There are a number of factors which impact the menu development process like
customer needs, brand image, cost of ingredients etc. It is highly essential that the planned menu
caters to the needs and preferences of the guests. Avant-garde kitchen equipment is also needed
prior to finalizing the menu. Another crucial factor influencing this process is the availability of
skilled staff in both kitchen and service department (Rostron, 2011).
TASK B FINDINGS AND RECOMMENDATIONS RELATED TO FOOD SERVICE

ENVIRONMENT AND A NEW FOOD SERVICE CONCEPT
3.1
Menu designing or engineering as it is otherwise known, is an intimidating prospect for
foodservice operators. The current section delves into the designing of a menu for a restaurant
which specializes in Italian cuisine. The menu has been designed keeping in mind the process of
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recipe development. The nutritional content, attractiveness of platter, healthiness and hygiene
have all been borne in mind (Shiring, 2012). An authentic Italian menu has been prepared taking
into account the space, available equipment, work flow and efficiency of the restaurant. In
addition to this, the availability of needed ingredients during the lifetime of the menu, cost and
seasonal ingredients have also been considered. Besides this, for the purpose of stimulating the
interest of guests, dishes which are prepared using myriad of ways have been included. A variety
of cooking methods such as deep fried, boiled, poached, batter dipped, baked etc. First
impression generally makes a long lasting imprint on the intellects of customers. For this very
reason, the whole menu decidedly complements the theme, color, interiors, merchandising,
cutlery and space of the restaurant.
It has been ensured that the name of food items presented on menu are easy to read and
very attractive. Moreover, special attention has also been paid to place the popular items on top
of the list. There is a separate menu for every meal time. Furthermore, a there is no fixed single
menu will be circulated for a period of six months. A la Carte order style is there in the restaurant
and the customers can order as per their desire. The restaurant serves only lunch and dinner
which include a sumptuous variety of pasta, salads, appetizers, vegetables and desserts. The
restaurant does not serve beverages. Below presented is the menu:
Antipasti
Summer Salad 14.75
Fritto Misto (Selection of fried fishes) 17.75
Mozzarella in Carrozza (Mozzarella in stir fried bread with anchovy and garlic 16.75
sauce
Culatello (Best Italian ham with cheese) 15.00
Avocado Bernado (Avocado with prawns, scampi and lobster) 16.25
Cozze Vongole (Clams and Mussels in parsley, rosemary, garlic, tomatoes and 18.00
white wine)
Pasta e Risotti
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Pastachina (Owners secret recipe for Northern Italian lasagna) 16.00
Rissotto con Gorgonzola (Risotto with Cherries, Chicken and Gorgonzola) 18.00
Fettuccine Toscana (Fettuccine with truffle and Tuscan Sausage) 15.00
Spaghetti Aragosta (Spaghetti with Anise Seeds) 28.00
Desserts
Lemon Tart 8.00
Chocolate cake with mascarpone 8
Lemon Sorbet 7
Almond Tart with prunes 8
Pannacotta with grappa and raspberries 8
Proper attention has been paid to the balance of menu. There is a balance between
popularity of items, menu prices, food cost and marketing as well as financial considerations.
Apart from this, there is aesthetic balance of flavors of food, textures and colors. To top it all,
special focus has been given to maintaining the nutritional balance in the delicacies on offer. The
items on the menu as evident above have been described, are believable and easy to read. There
are decorative patterns such as borders, photographs and other artworks as well that totally suit
the style of cuisine being offered by the restaurant. The nutritional and dietary claims which have
been made are all supported by scientific data which the customers can check any time.
3.2
Consumers form their personal individual meanings from the service environment, all
through the service process, signifying that the consumer service experience is not solely
controlled by restaurant management. As some of the drivers are experienced only when they are
not present or when they are evidently pleasing or disturbing, it is crucial for the restaurant
managers to comprehend such dimensions for the purpose of treating them appropriately
(Pechan, 2005). Bearing in mind this aspect, the food service environment of the restaurant has
been designed and developed in tune with the menu, service style and recipe.
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The menu style of the bistro is A la Carte as the items are priced and listed and priced
separately. A formal seated meal style of serving will be followed in the restaurant keeping in
mind the menu, where all courses will be plated by the chefs and personally served by the
stewards to the guests. The dcor of the restaurant includes an open kitchen, a rich interior and
grown up tables. There are hints of Italian culture everywhere such as pretty balsamic bottles on
the shelves, Venetian masks etc. The purpose of keeping an open kitchen is to provide a feeling
of relatedness to the customers. The guests can interact with the chefs while they preparing the
food and can even try their hands in cooking.

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The food service environment will feature premium quality materials, with focus on
Italian atmosphere intended by the owners. The wait staff is going to proficiently trained wearing
formal attire. It will essentially be a fine dining restaurant. The conviviality of the food service
environment will be emphasized with a woody dcor, ornate chairs and tables, wonderfully
patterned carpets and remarkable antique fixtures.
The menu does not include any frozen items and everything is prepared fresh. Therefore,
keeping the kitchen close to the restaurant floor is the most viable and optimal option. The main
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aim behind this is to improve on-site service focusing on staff and kitchen layout, thereby
increasing customer satisfaction.
Figure 3 A typical floor layout to increase efficiency

(Source: Shiring, 2012)
Such food service environment requires detailed planning and preparation as well as
elaborate tableware than other layouts and styles. Food will be served from a from a side table,
food wagon or offered to the customers from a serving dish. Seven course meals are possible to
be served in this food service environment and after each course, the plates will be removed.
Conclusively, such setting will be the most appropriate and feasible for the restaurant as far as its
menu, recipe and serving style is concerned.
TASK C FINDINGS RELATED TO NEW FOOD SERVICE CONCEPT

4.1, 4.2, 4.3
Transforming concepts into prototype food products which can be seen, smelled, tasted
and savored is an especially choreographed set of events. New food product development
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demands intimate blend of experience, art, skills and technology. This can be better described
using the example of developing an Italian meal.
The ideal Italian meal An Italian meal structure resembles other European ones, comprising of
breakfast, lunch and dinner. Mid-morning as well as mid-noon snacks known as merenda will
also be included in this structure. An Italian Dinner which is the main focus here involves four
courses i.e. the antipasto, the primo, the secondo, the contorno and the dolce. To have access to
such type of concepts, below mentioned steps need to be followed:
Choose base of item This comprises of bread, risotto and chicken which meet the
demands of the consumers effectively. They provide freshly served antipasto in forms of
salads, selection of fishes etc.
Fill it For the fillers, there are ham, chicken, avocado which ensure delectable food for
the guests and draws their attention towards the same.
Cover it from the top Over the prepared meal, parsley, onions, oregano chili flakes are
sprinkled. An Italian salsa is also prepared as an accompaniment.
The aforementioned process provides myriad of delicacies to the customers as it presents

a complete assortment of a full course Italian meal. Food service in this context will be classified
and highly elite because Italian food is best savored slowly. The meal has on offer starters,
appetizers in form of pasta, rice, polenta and soup, main course in form of fish, meat and
chicken, platter of vegetables and a sweet dish in the end. This meal will be equally relished by
foreigners, locals and Italians. All sections of the society will have access to this meal except the
very impoverished. This is likely to generate high profit as it includes every item which an
Italian restaurant will serve. This concept of the Italian meal will be in the budget of majority of
the people and they will receive high levels of satisfaction after consuming these items. People
will be able to get different types of food products every day. Hence, the menu will become a lot
better and effective plus the preferences of the customers can be identified. Subsequent to the
identification of their preferences it becomes possible to highlight the top performing items, the
mediocre ones and the ones which are not generating expected sales.
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The best means of launching the new food concept is through placing posters and
hoardings on billboards and even by way of inviting people to an open food exhibition. An
attractive menu will increase the visibility of this new concept. The chefs can also recommend
this to the people visiting the restaurant. In addition to this, special offers and schemes can be
introduced in the beginning to induce the guests into trying this new meal.
TASK D REVIEW OF SELF LEARNING

The report emphasizes on manner in which menu planning and food development is
carried for various occasions and hospitality industry. I have gained a very deep understanding
and learning of various aspects related to the menu planning. The report although focused on
creation of plan for restaurant; it helps in gaining insights for taste and preferences of various
people. It is through in-depth research that I came across the fact that eating habits and
preferences for various individuals vary widely. Moreover, I have generated an idea of range of
eatables available in market place. The research taught me a lesson that running a restaurant is
not an easy task. The management is responsible for ensuring adequate satisfaction to its
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members. It also brings forth the fact that every individual has different reasons for visiting the
restaurant. This in turn affects the eating preference and their final order. Most of the valuable
insight that gained while preparing menu for restaurant is appropriately costing different
products and fixing up adequate prices. It is one of the difficult and tedious task since you cannot
allocate cost to each dish separately. This is due to usage of similar raw materials for various
products that are eatables for restaurant. I agree on the fact that one has to completely involve
his/her brain while deciding prices for each of its eatables. Moreover, the food planning is an
area that is mostly based on human perception. I have also learned to understand the
requirements of other party and meeting them efficiently. Presently, I am in situation where I can
believe that you have to put yourself in other's shoes so as to understand their taste and
preferences. I can say that complete research was a journey to various learning and experiences
that I wouldn't have gained without conducting this research.
CONCLUSION
Hence, from the entire report, it can be concluded that menu planning and development is
a rather meticulous task and involves great deal of thought. Though it is time consuming, but it is
highly crucial for customer satisfaction. A menu is reflective of a restaurants capacity to offer
and serve. The serving styles, menu styles and recipe development process are crucial aspects
that need to be taken into consideration by every eating outlet. There is also a need to regularly
update the menu to incorporate the changing tastes and preferences of the customers. Properly
trained kitchen and wait staff are essential to ensure the successful of a good menu.
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REFERENCES
Books and Journals
Amjadi, K. and Hussain, K., 2005. Integrating food hygiene into quantity food production
systems. Nutrition & Food Science. 35(3). pp.169 183.
Andaleeb, S. S. and Caskey, A., 2007. Satisfaction with food services: insight from a college
cafeteria. Journal of Foodservice Business Research. 10(2).pp.51-65.
Arora., 2007. Food Service And Catering Management. APH Publishing.
Edelstein, S., 2010. Nutrition in Public Health. Jones & Bartlett Publishers.
Hartwell, H. and Edwards, J., 2009. Descriptive menus and branding in hospital foodservice: a
pilot study. International Journal of Contemporary Hospitality Management. 21(7).
pp.906 916.
Kivela, J., 2001. Menu Planning for the Hospitality Industry. New Delhi: Global Book
Publishers.
MacFie, H., 2007. Consumer-Led Food Product Development. Elsevier.
Oosterveer, P., 2007. Global Governance of Food Production and Consumption: Issues and
Challenges. Edward Elgar Publishing.
Pechan, P., 2005. Genes on the Menu: Facts for Knowledge-Based Decisions, Volume 1.
Springer Science & Business Media.
Rivera, M. and Shani, A., 2013. Attitudes and orientation toward vegetarian food in the
restaurant industry: An operator's perspective. International Journal of Contemporary
Hospitality Management. 25(7). pp.1049 1065.
Rodgers, S., 2007. Innovation in food service technology and its strategic role. International
Journal of Hospitality Management. 26(4). pp.899-912.
Rostron, K., 2011. Strengthening national food control systems: A review of the literature and
insights from the movers and the shakers. Worldwide Hospitality and Tourism Themes.
3(5). pp.402 412.
Shiring, S., 2012. Professional Catering. Cengage Learning.
Online
Recipe Development and Evaluation. n.d. [pdf]. Available through:
<http://unaab.edu.ng/attachments/457_NTD%20401.pdf>. [Accessed on 1 July 2014].
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menu planning and

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TASK A FACTORS INFLUENCING MENU PLANNING AND MENU PRODUCT

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TASK B FINDINGS AND RECOMMENDATIONS RELATED TO FOOD SERVICE

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Figure 3 A typical floor layout to increase efficiency

TASK C FINDINGS RELATED TO NEW FOOD SERVICE CONCEPT

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The aforementioned process provides myriad of delicacies to the customers as it presents

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TASK D REVIEW OF SELF LEARNING

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