Restaurant Menu Development, Planning, and Design Checklist

Part 1

Part 1


                                                             Questions a and b







How it meets customer/business requirements

How it meets customer/business requirements

How it meets customer/business requirements


1) Gaining the first impression of the customer

In this case, the customer may select the most appropriate option that suits their budget and preferences. In this menu, the low-priced foods are placed on the first page of the menu so that, customers can feel satisfied at the very first glance at the menu list.

In this case, the presentation has been provided with the primary focus, so that the visual aspects can play the primary role and allow the restaurant to have a significant impression. 

In the case of menu three, it can have the customer's first impression by its listing of items. In this menu, the food items with less price and more frequency of being ordered are placed at the first two pages which may allow the customers to find the most common items that they select on the priority. 

To attract the customers and have their first impression, the menu needed to be attractive and can serve the customers as per their preferences. 

2) Serving a nostalgic feeling to the customer

In this menu, the presentation has been developed in such a manner so that, customers can remind their "good old days". The traditional foods are covered in most of the initial pages of the menu (Seyitoglu, 2017).

This menu is mainly represented by the restaurant mostly during the occasional purposes. In this case, events such as Christmas dinner, thanksgiving are mainly covered in most of the parts, which can reprise the nostalgic experiences of the consumers.   

In this case, a strong connection has been initiated to be developed with the consumers. By reminding the old times, the names of the foods have been decided.

With a listing of food items in the menu, the menu developers may need to change the delivery of the menu charts as well. It can be wrapped in certain paper or wrappers that might reflect the nostalgic believes.  

3) Availability of the best ingredients and items

In this case, the traditional and unique items are being included in most of the parts of the menu. On the other hand, it also ensures the expectations of the customers in delivering them consistent dishes in the same time frame

In this case, the photos of the foods are being uses in most of the parts of the menu that might highlight the best foods from the menu. The serving of the consistent best dishes are expected by the Gourmets those are promised within the Menu and the business will also enjoy the reliability of the customers. 

The prices are being provided with the primary priority. The best items of the restaurant are being aligned with other items by providing combo and discount offers. 

The visual presentation is the primary aspect of menu design that can effectively create a significant position in the mind of the customers.  

4) Use of descriptive languages while sharing information regarding the item

In this case, the name of the Manu has been prepared in such a way so that customers find it attractive. To add the names of the items their traditional names are being used. 

In this case with the names of the items, a mere description of their origin has been presented which may enhance the visibility as well.

The good craft of the titles of the menus has been provided with the primary focus in this case. The foods have been named understandably.  

The description of the foods is the heart of the menu that allows the customers to connect with it. In this case, the names are needed to be given in such a way so that, even children can easily read them. 

5) Menu Balance 

The Menu balance meets the expectations of the customers by ensuring the dishes on the menu are well balanced. 

On the other hand, it can be observed that Menu Balance also meets the business requirements as it maintains the balance between the nutritional requirements of the customers

It also contributes to a huge amount of profit, which is one of the prior business requirements for all the owners

The menu balance needs to be injected in the organizational culture because for maintaining a balance between the nutritional requirements and the price of the products that are most wanted by the customers 

Q c: How do customer and business requirements impact menu design?

It can be understood, that as it comes to designing a menu the layout is the primary aspect that is needed to be considered by the business organization. Apart from that, in some of the cases, the design of the menu for a restaurant gets highly influenced due to the demands of the clients. Some consumers look for affordable dishes as they enter the restaurant, while some do not have any issue with only selecting the traditional dishes by paying a high price. However, some also want to have western dishes while some focuses on traditional ones (Seyito?lu, 2016). Therefore, based on the affordability, the preferences menu design can be changed. On the other hand, the presentation also plays a crucial role. 

Q d: Recommendations on how menus could meet future trends

Some of the recommendations regarding future trends are stated as below:

  1. In the modern world of digitization, the menus can be shared among the customers via digitized format.
  2. The customers can have a look at the menu on their smartphones, just by scanning a bar code at their table.
  3. In the future, the restaurants need to encompass the nostalgic elements within their food menu. Therefore, it is recommended that the restaurants should use artistic and aesthetic designs within their menu for attracting customers (Sufahani and Osman, 2020).
  4. In the current scenario, the industries are focusing on maintaining the sustainability factors. Therefore, natural materials are needed to be used while preparing the menu cards. 

Part 2

1. Two Business Objectives for the Café 

It can be understood that there are some of the important business objectives for the café those are increasing the gross profit by 5% within the next six months. The current gross profit of the café has been around 47% and the manager and owners of the café have decided that the Gross profit should be increased to 52%. Moreover, it will be one of the first Key performance indicators. It can be understood that an increment in the profit percentage will be done by the owners of the café through decreasing the cost of production and therefore increasing the sales. 

The second business objective that has been decided by the café has been to review the supplier contracts as well as their terms and condition that should be reviewed in the last five years. Moreover, it can be understood that all the propositions need to be renegotiated for adopting the lower price and more suitable payment quotations from the contractors and suppliers (Leib et al. 2018). The managers and owners of the café have also decided and set goals for changing the menu price for attracting a new generation of customers in the café. The menu also should look like current market realities and the price should vary according to the items. These are the two business objectives for the Café. 

It can be understood that the café should focus on selling the items in the breakfast time and the uncommon foods should be brought back in the menu items for impressing the customers. In this manner, café has focused on gaining a competitive advantage in the industry (Lo et al. 2017). These are the useful elements on which the café should focus on and increasing the breakfast items as well as the employee size in a simultaneous manner. 

2. In-depth realistic plan for menu development 

Business Objectives

Customer and Business requirements

Strategy for maximizing profitability

KPI for measuring success

Time taken

Increasing the gross profit by 5% within the time frame of six months 

Profit maximization is one of the preliminary goals and targets of the owners who are running the business. That is why in the case of profit maximization, the main requirements are employee strength, low cost of the product, and high quality. The resources are also the prior requirements 

The low cost of production and high standard of promotion and selling strategy by the marketing team 

In this respect, the Quantitative Indicators will be used by the owners and managers of the business organization

6 months 

Increasing the menu of the café and attracting a new generation of customers 

It can be observed due to the objective, the new and advanced chefs need to be hired, and therefore for attracting a new generation of customers. On the other hand, it can be understood that giving coupons and discounts to the customers are also the resources for fulfilling the business objective. 

The main strategy for increasing the list of a menu in the menu card is giving discounts to the customers while purchasing the food and also enhancing the café environment for the consumers. 

In this respect, it can be noted that qualitative indicators will be used in this proposition because there is some involvement of the new customers 

7 months 

Table 1: Realistic Plan

(Source: as created by the author)

3. Development of a Menu

"Continental Breakfast

  • Standard Continental

  • Freshly Baked Muffins and Breakfast Pastries

  • Fresh Seasonal Fruit Display

  • Chilled Orange, Apple, and Cranberry Juice

  • Regular and Decaffeinated Coffee and Assorted Hot Tea

$12.95 per Person

Deluxe Continental

  • Freshly Baked Muffins and Breakfast Pastries

  • Assorted Bagels with Cream Cheese and Preserves

  • Yogurt with Fresh Granola

  • Fresh Seasonal Fruit Display

  • Chilled Orange, Apple, and Cranberry Juice

  • Regular and Decaffeinated Coffee and Assorted Hot Tea

$14.95 per Person

Healthier Choice Continental

  • Fresh Seasonal Fruit Display

  • Yogurt Bar with Fresh Berries and Granola

  • Wheat English Muffins with Preserves

  • Hard-Boiled Eggs

  • V8 Juice

  • Regular and Decaffeinated Coffee with Assorted Hot Tea

$15.95 per Person

Continental Breakfast Enhancements

  • Assorted Soft Drinks - $3.25 Each

  • Bottled Water - $3.25 Each

  • Breakfast Croissant Sandwiches - $4.95 Each

  • Assorted Yogurt - $3.95 Each

  • Assorted Granola Bars - $2.95 Each"

4. Determination of the key considerations 

It can be observed that in this section, there are some of the key considerations that need to be taken into the account at the time of pricing and costing of the menus. Moreover, the analysis of different approaches that are related to the menu costing and the pricing to maximize the profitability are discussed. The first consideration that should be made is about the cost resource, where the cost department or the managers need to be financially informed. The understanding of the customers is also needed that includes the wants and needs of the target consumers. On the other hand, positioning of the café in the city or the location also plays an important part while understanding the demographics and therefore it is required before pricing on the menu card for each of the items. Furthermore, the key considerations also include the competitive force or the advantages and also the amount of profit that has been generated in the past few months. 

It can be recommended that the café should appoint one cost strategist and marketing manager for the task and duties of pricing the menu items. It is because they will understand more about their profession and all the cost equilibrium can be maintained in this manner. 

5. Testing and evaluating the menu 

In the section, the issues that will be generated from the quantitative and qualitative indicators can be mitigated and the ways are also recommended. 

Qualitative KPI: It can be recommended that recruitment and selection of staff should be perfect and that is why new managers need to be appointed for increasing the employee strength. 

Quantitative KPI: It can be recommended that new cost strategists and marketing person needs to be hired for setting an exact price for the menu and increasing profit within the timeframe of the next six months. 


Leib, T., Reynolds, D., Taylor, J. and Baker, W., 2018. Web-based menu design: A conjoint value analysis. International Journal of Hospitality & Tourism Administration, 19(4), pp.361-373.

Lo, A., King, B. and Mackenzie, M., 2017. Restaurant customers' attitude toward sustainability and nutritional menu labels. Journal of Hospitality Marketing & Management, 26(8), pp.846-867.

Seyito?lu, F., 2016. A Conceptual Study on Menu Planning and The Selection of Menu Items. Publication name, p.183.

Seyitoglu, F., 2017. Components of the menu planning process: the case of five star hotels in Antalya. British Food Journal.

Sufahani, S.F. and Osman, B.I., 2020. Optimization Approach On Nutritious Menu Planning For Sinusitis Patient Among Malaysian. International Journal of Advanced Computer Systems and Software Engineering, 1(4), pp.12-22.


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