Types of Menus in Culinary World and Their Functions

During this topic we will begin to explore the different types of menus used in the culinary world and identify the specific functions each menu type has. Furthermore, we will identify which menu type and style is best suited to which establishment. The two main styles of menu are a la carte and table d’hôte. Both contain differing formats and breakdowns. In essence, all menu types originate from these two styles. We will explore the differences and similarities between the two and identify how the use of each menu type can be optimised.

Originally menu format was mostly limited to a verbal menu or notes penned in ink on a sheet of paper, and perhaps the occasional blackboard. However with the advantages provided by the digital age and a wealth of skilled designers in the marketplace it seems there are endless possible options for a menu format,and therefore the appearance and impression.

It is critical to remember that whatever type of menu is used, that menu is the window into the business. The menu is the essential tool with which potential customers view (and initially judge) your business upon. We will explore some of
the options available for menu layout and presentation.

Menu design

In the report, a menu has been designed for Le Cordon Bleu Wellington, New Zealand which contains the layout of menu, prices, opening hours, operational activities etc of the business. It measures that which layout would be more effective on the basis of the available menu and how much prices must be charged by the business on the basis of the total cost and margin.

The target market of the business has been assessed and the menu of the hotel has been planned accordingly. The location of the cafe would be at Wellington in the corner of the Taranki Street. The location is recognized as one of the prime location for the entertainment hubs. Along with that, there is also a residential area nearby the streets and the professional and university people also surrounded that place.

It explains that the market place is very effective for the restaurant to be successful. Though, there is a major issue of competition from the rivals in that area. The main reason behind huge competition is prime area. The main objectives of this menu planning is to improve the customer level of the business through offering them better quality products in lower price than the competitors along with great range of varieties.

Menu design:

Menu design and planning:

Designing a menu for a restaurant is one of the crucial tasks for the business because it attracts the customer more towards the business. It evaluates the stylistic theme, calories, benefits styles, cooking method etc in order to offer the transparent information about the product and quality of the food. The arrangement of a menu consist various methods and factors which improves the overall performance of the restaurant. The design of menu starts with the choice of the people to the theme of the restaurant (Baldwin, 2014).

In case of Le Cordon Bleu Wellington, New Zealand, it has been found that the main objectives of the restaurant is to plan the menu in order to improve the customer level of the business through offering them better quality products in lower price than the competitors along with great range of varieties. Few of the primary goals in order to prepare the menu are as follows:

The menu must be designed in such a way that all the expectations of the guest could be fulfilled. The menu must showcase the expected taste from the guest in order to improve the attractiveness level and the sales of the business.
The menu of the business must be easy and unique that it could be marketed easily. The timing, area, layout etc of the factors must be described in better way in order to meet the common goal of the restaurant.
Quality must be shown through the menu of the restaurant in order to improve the demand of the products and the offer an attractive papers to make decision about the order.
A menu is required to include all benefits such as business benefits as well as institutional nourishment in order to improve the performance and meet the goals of the business (Antun, 2017).
The different dishes must be contained in the menu in order to offer different choices to the customers. If the menu does not contain any nourishment than the clients of the restaurant would be reduced along with the time.

Procedure of menu planning:

The main aspect of menu planning is the procedure which is followed to prepare the menu. The process should evaluate the needs and demands of the customers and must prepared a menu accordingly. Quality is the main aspect of menu designing which must be set and organized by the business in better way. Below are the few of the variables that are expected from the visitors from a menu:

Quality of the products
Prices of the product
Procurement of ingredients
Skilled employees
Equipment related to cooking etc. (Gabbey, 2016).

Procedure of menu planning

A better menu could be designed by the business through focusing on the below given points:

Customers demand and needs
Sales historical data
Production cost
Old menus
Production and sales record
Recipes and their ingredients list
Available inventory in the restaurant etc

Problems related to menu planning:

However, there are various issues related with the preparation of a menu. Some of them have been discussed as below:

Labour availability
Outline the menu and set a better layout for the menu
Focusing on better and required ingredients
Suggestions about the marketing of the menu and the restaurant
Quality of the products and the services of the business
Cost of the products etc. (Sandberg, 2014).

Target market analysis:

Evaluation on the target market is one of the essential parts of a restaurant. The business is required to evaluate the target people and make clear strategies in order to meet and attract the visitors towards the restaurant. Understanding about the target market and people would influence the decisions of the business such as the type of cuisines, colour of the menu, theme of the restaurant etc. it is less costly and time consuming for a business to plan a menu after knowing the target market.

If a business plans the menu after knowing the target customers than all the decisions could be made after focusing them which reduces the extra cost and time for the business. However, if an established restart is taken into the concern then it could be bit costly for the restaurant to reform the business (Saunders & Lewis, 2012). Though, it is never too late for a business to make the changes into the menu design and improve the performance of the business. A clear brand message about the menu and the demands of customers could help the restaurant to set a meaningful relation with the guest who would improve the loyalty level and revenue of the business.

Menu prices:

The prices of the menu have been discussed further. In order to measure the prices of the menu, the cost of each of the ingredient has been studied and the prices have been set accordingly. Some of the product’s prices are as follows:

Menu Cost Worksheet
Menu Category
Yum chicken broth soup		piece/oz	Cost	Total Cost
	Chicken	3	0.15	0.46
	Carrot	4	0.01	0.040
	thyme	2	0.88	1.757
	Garlic	2	0.15	0.296
	Celery	5	0.04	0.187
		Total Plate Cost		$2.74
Menu Price	$5.00
Food Cost	54.79%

Lamb Steak		piece/oz	Cost	Total Cost
	Beef stock	3	0.22	0.65
	Garlic	2	0.15	0.30
	Chicken	4	0.07	0.28
	Butter	3	0.04	0.12
	Potato	8	0.29	2.32
	Lettuce	1	24.00	24.00
		Total Plate Cost		$27.66
Menu Price	$45.00
Food Cost	61.46%

Cheese fritters		piece/oz	Cost	Total Cost
	Cheese	3	0.10	0.31
	Potatoes	15	0.29	4.35
	Corn flour	2	0.10	0.20
	Green chillies	5	0.08	0.40
	Butter	4	0.04	0.16
	Mutton	30	0.13	4.04
		Total Plate Cost		$9.44
Menu Price	$15.00
Food Cost	62.95%
Sprouted patty with mayo		piece/oz	Cost	Total Cost
	Cheese	5	0.10	0.51
	Potatoes	8	0.29	2.32
	pepper	2	0.04	0.09
	Corn flour	2	0.10	0.20
	Green chillies	5	0.08	0.40
	Bread curbs	8	0.15	1.18
	Sprouts of all types	3	0.23	0.70
		Total Plate Cost		$5.39
Menu Price	$10.00
Food Cost	53.93%
Fish and Chips		piece/oz	Cost	Total Cost
	Potatoes	8	0.29	2.32
	Flour	3	0.11	0.33
	Baking powder	2	0.08	0.16
	Cayenne pepper	3	0.04	0.13
	Shredded Cheese Mix	5	0.10	0.51
	Brown beer	2	0.26	0.52
	White fish	2	0.50	1.00

		Total Plate Cost		$4.97
Menu Price	$12.00
Food Cost	41.45%

(Food network, 2018) & (BBC good food, 2018)

Opening hours and food services:

Further, the opening hours, operational hours and the food services of the restaurant have been studied. The opening hours of the business has been decided on the basis of the target market of the restaurant. The restaurant should focus on the different meals such as from 8:30 to 11:30; restaurant should offer the breakfast items to the customers who would mainly involve the professional people and the university student. Further, in order to offer the lunch and dinner meals, the operational hours of the business would be 12:30 to 3:30 and 7:30 to 12 am (Pride, Hughes & Kapoor, 2013).

Problems related to menu planning

The restaurant could offer the late night services as well because of the city view from the restaurant.

Nutrition and dietary concerns:

On the basis of the menu design and the planning of menu, it has been measured that the main demand of the target market is about the fresh food and quality products which contains the nutritional value. The primary research explains that the target market always looks for the food which is better in taste as well as the nutritional value of the product is also higher. On the basis of the study, it has been found that the professionals and the students are looking for the ready to eat food and beverages in order to save the time but the main focus of them is on the nutritional values of that food. The restaurant could prepare quick food in order to save the timing of the consumers and improve the overall sales of the business.

Uses of fresh fruits, vegetables, meats etc are would help the business to maintain the nutritional level in the business (Food network, 2018). The university student is also having dietary concern which improves the focus on the ingredients. In order to maintain the nutritional value as well as dietary level, the ingredients have been chosen accordingly by the chefs.

Menu design effectiveness:

The menu design choices and the pricing strategy of the business are totally depends on the demands and needs of the target customers of the business. However, the competitor’s price also plays an important role in order to improve the overall effectiveness of the menu and the prices of the business. The prices of the business have been set very reasonable in order to attract the university student and professionals more.

As well as, it has been found that the competitors in the market are offering oily products to the customers that would help the restaurant to attract more customers (Food network.co.uk, 2018). The dishes and the overall menu of the business are quite attractive which offers the quality and nutritional food to the customers of the company. The opening hours of the business also offers the competitive advantage to the business as the business starts by 8:30 and run till the midnight.

Justification:

Menu content and pricing:

The menu of the business contains the quick services and nutritional services which would attract the customers towards the business. The main services and menu product of the business includes various types of dished along with a la carte menu and choice menu to improve the demand of the products. The menu has been prepared in such a way that the fast delivery could be done along with the quality products. The economical and social status of the target market of the company has been studied and on the basis of that, the menu of the business has been decided (Deshmukh & Vyawahare, 2017).

Target market analysis

Soups:

{Yum chicken broth soup}

$ 5

{Lemon Turkey soup}

$ 4.30

{Thai noodle soup}

$ 3.00

Entrée:

{Lamb streaks}

$ 45.00

{Prawn squares}

$ 18.50

{Crispy Pork Belly with steamed bun and pickled cucumber}

$ 18.00

{Cheese fritters}

$ 15.00

Main course:

{Lobster Mac and cheese}

$ 18.00

{Fish and chips}

$ 12.00

{Barramundi in sweet and sour broth}

22.50

{Sprouted patty with mayo}

$ 15.00

Desserts:

{Chocolate chips cookie}

$ 08.00

{Apple Crumble cheese cake}

$ 11.00

{Vanilla Panna cotta}

$ 09.12

{Fruit cream}

$ 6.00

Choice menu:

Soups:

Yum chicken broth soup $ 4.60

{Add corn/mushrooms/noodle} $ 1.00

Lemon Turkey soup $ 4.30

{Can be served with noodle/chips/ extra pepper} $ 1.20

Thai noodle soup $ 3.00

Served with spaghetti

{Noodle type: Rotini noodles/ Manicotti/ shell} $ 1.00

Entrée:

Lamb streaks with tomato sauce $ 12.00

{Replace sauces with Pesto/ mayo/ mustard} $ 02.00

Prawn squares $ 13.50

{Add corns/onions/potato} $ 02.00

Crispy Pork Belly with steamed bun and pickled cucumber $ 16.00

{Bun type: multigrain/garlic} $ 02.00

Cheese fritters $ 09.00

{Extra cheese} $ 01.00

Main course:

Lobster Mac and cheese $ 18.00

{Served with buns/chips/sauces/onion rings} $ 05.00

Fish and chips $ 20.00

{Extra marinating spices: garlic/ onion/ tomato} $ 02.00

Barramundi in sweet and sour broth $ 22.50

{Add: corns/peas/onion} $ 02.00

{Replace broth with soup} $ 05.00

Sprouted patty with mayo $ 15.00 {Toppings: onions/tomatoes/bell peppers} $ 02.00

Desserts:

Chocolate chips cookie $ 08.00

{Types of chocolate: Belgium dark/ mud chocolate/ $ 02.00

White chocolate}

{Extra Chocó chip} $ 1.00

Apple Crumble cheese cake $ 11.00

{Eggless} $ 11.60

Vanilla Panna cotta $ 09.12

{butterscotch/chocolate/mango} $ 01.50

Fruit cream $ 06.00

{Extra fruits or dry fruits} $ 01.00

Labor and operational requirement:

Along with the ingredients and other factors of the business, it is also important for the business to measure the labour prices. Various employees and management people play an important role in order to run the business and for that, they are paid. The company should hire the chef and helper on the basis of the footfalls in the business and the market cycle so that the extra cost of the business could be reduced (Dzelme, Krišj?ne & Linde, 2012).

Operating and food market cycle impact:

The food market cycle of the business has been set in such a manner that if one of the dish’s ingredients has been left than it could be used in other dish in order to improve the performance and reduce the overall cost of the business (Khourshed, 2012).

Menu prices

Ideas to manage the changes:

In order to mitigate the various risk of the business such as operational risk, changes into the business, changes into the taste and demands of the customers etc, t becomes important for the business to make few changes into the business. In order to mitigate the pricing issues in the business, the business could conduct the external and internal audit so that the operational efficiency could be maintained and all the extra expenditure of the business could be reduced (Preckshot & Butner, 2013).

Menu’s success rate:

Lastly, the succession rate of the menu has been studied through measuring the competitor’s level, menu design and the market viability. It has been analyzed that the menu has been designed after a research on the primary market and it has been found that the menu is quite credible. It would improve the footfall in the restaurant as well as it would improve the loyalty level in the business. The operational hours, nutritional label, diet concern etc would improve the success rate of the menu.

Conclusion:

The menu has been prepared for the Le Cordon Bleu Wellington New Zealand in order to manage the market share, improve the turnover, grab the more market etc. on the basis of entire study, it has been found that this menu would help the business to enhance the sales turnover and market share in no time.

References:

Antun, J. (2017). Menu Analysis. Journal Of Nutrition In Recipe & Menu Development, 3(3/4), 81-102. doi: 10.1300/j071v03n03_07

Baldwin, S. (2014). Choosing from an Expanded Menu. Journal Of Policy Analysis And Management, 12(1), 200. doi: 10.2307/3325476

BBC Food(2018). Simple Thai noodle soup.

BBC Good Food (2018). Lamb steaks with crispy potatoes & minted beans. Retrieved from

Deshmukh, R., &Vyawahare, P. (2017). Multi-Touch Interface for Hotel Menu on Tabletop. International Journal Of Innovative Research In Engineering & Management, 735-739. doi: 10.21276/ijirem.2017.4.4.12

Dzelme, J., Krišj?ne, Z., & Linde, I. (2012). Direct use of knowledge. New Challenges of Economic and Business Development–2012. Retrieved from: https://dspace.lu.lv/dspace/handle/7/2931

Food Network (2018).Araya's Place Tom Yum Soup. . Retrieved from https://www.foodnetwork.com/recipes/arayas-place-tom-yum-soup-recipe-1925277

Food Network(2018).Lobster Mac and Cheese.

Foodnetwork.co.uk.(2018). Best Australian Main Course Recipes. Retrieved from

Gabbey, A. (2016). Add to Your Menu of Ways to Serve. The Volunteer Management Report, 21(2), 1-1. doi: 10.1002/vmr.30306

Khourshed, N. F. (2012). Process Concept to Performance Management. International Journal of Business and Management Studies, 4(1).

Preckshot, G., & Butner, D. (2013). Menu?driven menu editor and associated menu system. Review Of Scientific Instruments, 59(8), 1777-1779. doi: 10.1063/1.1140109

Pride, W. Hughes, R. & Kapoor, J. (2013). Business. USA: Sage

Sandberg, B. (2014). Creating the market for disruptive innovation: Market proactiveness at the launch stage. Journal Of Targeting, Measurement, And Analysis For Marketing, 11(2), 184-196. doi: 10.1057/palgrave.jt.5740076

Saunders, M. N., & Lewis, P. (2012). Researching business & management: An essential guide to planning your project. Pearson.

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