Menu Planning and Product Development - Assignment Example

Menu Planning and Product Development Contents Menu Planning and Product Development 1 Introduction 3 Task A 3 Principles of recipe development 3 Factors that influence menu planning decisions 5 Factors that influence service methods 6 Stages of the planning of menu product development 7 Evaluation of the influences on the development process 8 Task B 9 Justification of the design of a menu taking into account the recipe development 9 Justification of the development of the food service environment 10 Task C 11 Create and assess a new food concept 11 Task D 14 Review of your own performance with suggestions for improvements 14 Conclusion 15 References 16 Appendix 17 Introduction A recipe can be stated as tested and standardized procedure in order to produce food. There are some of the principles that guides the operations related to development of recipes in hospitality industry. The major goal of the entire process encompassed in recipe development is to achieve standardization. There are certain internal as well as external modifiers that greatly affect the planning decision and can result into changes in the menu. The level of service differentiates one firm from the other so it is essential that the best of practices is adopted by the management so as to deliver quality services to all its customers. Task A Principles of recipe development A recipe can be stated as tested and standardized procedure in order to produce food and it contains the mixing order, ingredients, temperature, proportions and time all of which is required so as to develop tasty food. There are majorly seven most important components that are included in the process of development of recipe such as dish name, time that would be required so as to prepare the dish, ingredients required along with its proportion, environment as well s equipments that would be needed so as to prepare the dish, preparation steps, and total number of servings that can be made through preparing the recipe. The major principles that guide the process of recipe development comprises of objectives as well as priorities development, task inclusion, action steps in clear sequence, physical environmental elements analysis, allocation of time and reorganization of task, motivation and accomplishment, communication, evaluation and future reference. These are some of the principles that guides the operations related to development of recipes in hospitality industry. A recipe that is well developed following the principles should be able to meet the various needs such as increase in terms of product usage, increase of product visibility and reduction in the safety issues related to product (Fuller, 2011). The major principle that guides the development of recipe to be successful are it should be reproducible which states it should be written in a format that could be ‘repeated’ along with constant results, ‘easily prepared’ that is comprising of minimal steps in a logical order so as to deliver the end results without much of complexity, ‘concise’ so as to provide the required information, ‘interesting’ in terms of adding varieties to the dish being prepared, ‘pleasing to senses’ such that it possess satisfying as well as stimulating flavour along with pleasant aroma, ‘economical’ so that the recipe should not only be within the budget but also encompass the economy of material as well as human resources. The major goal of the entire process encompassed in recipe development is to achieve standardization. The factors such as accuracy, reliability and completeness should not be avoided in the recipe development stage in the hospitality industry. The blueprint for recipe development is stated below- (Fuller, 2011) Factors that influence menu planning decisions The menu planning decision comprises of stages such as idea generation, screening and final selection of the menu that is executed by the experts of the hospitality industry or the management of the firm. However there are certain factors that greatly affect the planning decision of menu and needs to be taken into consideration by the management. There are certain internal as well as external modifiers that greatly affect the planning decision and can result into changes in the menu. The consumer demand forms one of the most influential factors in relation to the menu planning decisions. In most cases menus are changed because of the changing demand in the consumer market and in some cases new menus are framed on the basis of this consumer demand. The management needs to be very cautious about this factor and should be specific in selection of their target market. The economic factors that have an influence are profitability level and ingredients cost. The other most important factor that has a direct association with the cost and profit being generated is the supply levels. Often in some situations the supply levels differ with the changing environmental conditions such as availability of vegetables and fresh fruits. The menu can be greatly affected by the degree of supply level so as to meet the demand (McVety, Ware and Ware, 2008).The customers are focused towards obtaining relationship between the value and price. The menu planning decisions are also greatly influenced by the level of training that is given to the staff so as to execute the offerings to be delivered as proposed by the menu properly. The other influential factors comprise of level of inventory that is possessed by the firm and the cost that it is ready to bear so as to support the menu items. Finally the essential factor is to possess the proper equipments because the planning decisions of menu would vary with the efficiency of equipments. Factors that influence service methods The firms in the hospitality industry need to be focused towards the development of menu items as well as services that are being offered by the firm. The level of service differentiates one firm from the other so it is essential that the best of practices is adopted by the management so as to deliver quality services to all its customers. The major factor that influences various service methods is the degree to which the staffs been trained so that they are able to satisfy their customers. A firm operating in the hospitality industry needs to give proper training to all its employees’ specifically front level staff so that they are able to execute operations in the same manner as that of the service methods being adopted by the firm. The other factor is proper organizational planning along with highly motivated staff so that the objectives of the service methods can be fulfilled. The planning of the organization would comprise of setting of hierarchies along with the responsibilities given to the members of the team. The pricing tactics that are adopted by an organization also influences business operations in the hospitality industry. The service methods would be dependent on the pricing tactics as that would outline the discounts and offers that are given to the customers. The other influencing factor is technological advancement that is used by the firms so as to provide service (Pizam, 2012).The higher technological innovation in the system the more would be the level of service that would be offered by the firm in the hospitality industry to its customers. In the present scenario the frequency of advertising also plays a critical role to determine the degree of service of an organization. All these factors play a critical role and influence the service methods being utilized by a company. Stages of the planning of menu product development The planning for product development in the menu comprises of various stages. The first stage of the planning process is to generate idea through forming sessions or performing market research in order to analyze the demand of the market. In this stage a large number of diverse ideas are generated and none of the ideas are criticized but they are carried forward to the next step of screening. The next stage of product screening comprises of three important sections such as the characteristics of the products, marketing characteristics as well as production characteristics. The general features of the product in the menu should be aligned with the factors such as market size, potential competitor, profit level, investment required and the risk involved in keeping the product in the menu. The marketing characteristics majorly comprise of marketing capabilities, differential advantage, effect created on the existing menu product and the degree to which it appeals to the consumer market. The production characteristics of the product comprise of production capabilities, ease of preparing the menu product and the availability of material and labour resources (Tulli, 2009).The next stage of planning is to develop products in the menu appropriately so that is able to meet the specifications in the menu. This stage even comprise of setting quality standards so that the product being introduced in the menu meets the quality level. The product that is been introduced also involves test marketing in which the customer’s preference are analyzed in terms of the new product that is been introduced in the menu of the firm. Evaluation of the influences on the development process The menu product development process comprises of stages that needs to meet successfully by the firm. The major influence in the development process is the availability of resources. The resources may that be human or monetary needs to be present in appropriate percentage so that it can support the implementation of the new product in the menu. The level of investment would denote the funds that need to be allocated by the firm so as to fulfil the objectives of the product development in the menu. The new product development would even demand the availability of equipments that would be needed to support the development of product. These equipments would even comprise of a cost that the firm should be able to bear so that the level of quality and efficiency is high (Peters, 2012).The reliability and accuracy of the product development is highly dependent on the tools and equipments that are chosen by a firm. The other influential factor would be demand in the market or the potential needs and wants of the market in which the firm is operating. The changing trend of the market would have a direct influence on the development process. The other factor that needs to be taken into account is the level of profit that the firm expects and the customer expectations. These two factors denotes whether the planning of development of new product would be successful for the firm or they need to make specific changes so as to make the plan feasible for the long term profitability. Task B Justification of the design of a menu taking into account the recipe development The McDonald’s Corporation is regarded to be the largest fast food chain across the globe in terms of its wide variety of hamburgers. The company has its outlets in over 119 countries and serves to about 68 million customers. The company has been able to create a strong brand position mainly because of its quality service and the delicious food items that it offers to its customers. The company takes into account all the cultural differences and incorporates the necessary changes so as to meet the preferred taste of the customers in a particular region. The menu that the company offers is aligned with the stages of recipe development. The menu offered by the company comprises of hamburgers, French fries, chicken, coffee, soft drinks, desserts, milkshakes, salads and even breakfast items. The design of the menu is such that it covers all wants of customers. The recipe development process indicates that the menu items should be aligned with the objectives of the company and should also incorporate exceptional taste that would help to attract more number of customers. The level of accuracy and reliability has been maintained by the company in the menu design. The major issues that the company faces are that its prices are low but the variety in terms of flavour is very limited for the company (Wentz, 2007). Hence it is very essential that the company strikes a balance in its menu items so that it can be more appealing to a larger target market. The efficiency of the menu design of this firm is that it aims at providing products to all the target age groups irrespective of the cost. However in some target markets it is very essential to match the quality level with that of price being offered by the firm. The specific changes that the company can make in its menu design are to add more of dishes as per the taste of a particular market where it operates. The company can even obtain a balance in the menu through separating its various prices and group the products in the menu according to its prices. This would in turn provide ease of sorting items by the customer who visits the fast food outlet and would even save time of the customers. Justification of the development of the food service environment The environment of the firm that operates in the hospitality industry plays a critical role in terms of customer satisfaction and loyalty. The food service environment is very essential so as to support the recipe and menu design of the firm. The environment should be appealing and pleasant to the customers. It is very essential that the firm operating in the hospitality industry should be able to create an atmosphere in which the customers feel comfortable while having their meals. The ambient conditions of a fast food outlet play a critical role in gaining satisfaction level and preference of the customers. For instance the fast food chain McDonald’s has been able to create a service environment best suitable for families so that enjoy their meals and spend quality time with each other. The recipe and menu of this fast food chain would not be appealing to the consumer market if its environment is not suitable enough for the customers in terms of spending time (Thomas, Norman and Katsigris, 2013).The environmental conditions of this fast food outlet is such that it satisfies all the age group customers may that belong to the younger generation or are children. The service environment of this fast food outlet also encompass the well trained staff who are highly motivated so as to deliver the appropriate menu items and exceptional services that are demanded by the customers. The fast food chain imparts proper training and development to its entire staff so that they are able to represent well the brand of the company. The service style of the firm is highly dependent on these factors as the products that the customers consume are not the only factor that develops image of the firm in the minds of customer. The other important factor is the quality level of service delivery. The quality plays a critical role in the service environment. The success of the new products being introduced in the menu by the firm depends on the service environment. However certain environmental conditions that can be incorporated by a firm would be in terms of aroma, soothing music and diversity in the staff base that could meet the wants of the customers. This level of efficiency in the environment of the firm ultimately contributes towards the success and growth of the firm. Task C Create and assess a new food concept Market research is an organized method to gather information about target markets or customers. It is a very significant and important component for business strategy. Market research is a very help full tool for management to analyze different business scenario. Market research can be qualitative and quantitative. Both types of market research are having their own benefits for doing any research regarding with customer’s needs and demands. Here in this research both qualitative and quantitative research will be applied, qualitative research will be done on the basis of secondary research. For the sake of secondary research different book’s help will be taken. For quantitative method questionnaire will be taken into the consideration. Customers needs, wants and demands will be analyzed on the basis of qualitative research approach. Here the qualitative research findings from different books are showing that customers are very much sensitive about their menu selection. Customer’s main need is to quality of food products. It is showing that customers want best quality foods in reasonable prices. This qualitative report from different secondary sources is indicating that healthy food items are primary demand for customers. The secondary research will be done for customer’s perception about value of money related with new food concept. Here the approach will include 100 customers from London market were distributed with questionnaires; five questions are will be there. Customers have to answer on the basis of three options those are “high”, “average” and “low”. Findings of the questionnaire are showing that 70 customers out of 100 feel that they get great value for their money out of this new concept. 20 customers feel they get average value for their money out of this new concept. 10 customers are totally dissatisfied and are getting low value for their money with this new concept. The research findings are showing that unique selling proposition of the new food concept should be low price and high quality of food products. The research is also showing that the trend of the society is to get the good quality of healthy food products in lesser possible price (Kumar, 2010). Food square is an evaluating process and a new concept through which food menu will be evaluated. Research findings are showing that price sensitivity and quality of food products are very much important. Customer value of money is also very important. Food square concept will reduce those menus from the menu list which are expensive in nature and will include more price sensitive products which will give good quality of food products in lesser prices. It will give customers full value of money. This concept is very much appropriate for menu balance. If expensive foods items are reduced in number and lower value but quality food products are introduced more, then the menu balance will be suitable. Food square concept helps to meet different customer’s needs and demands according to the research findings. The concept is very much essential and effective for balancing menu in a proper way. Menu balancing according to the needs and demands of customers are very important. Food square with its evaluation ability offers that menu balance (Fuller, 2011). It is a study undertaken by different organizations to observe its different internal factors on the basis of four dimensions. Those are strength, weakness, opportunity and threat. It is a very common and widely used analysis for understanding the present situation of the company. It is a structured planning method for all organizations. The analysis can be conducted for a place, product, person and industry. It is a basic, straightforward model that analyzes what a company can and cannot do. It also identifies potential opportunities and threats for an organization. The method has immense benefits. This method helps organizations to analyze their strengths and weaknesses. If strengths can be identified then organizations can build upon those strengths. If weaknesses are located then those weaknesses can be recovered. It also guides about different opportunities underlying with different organizations. It helps companies to understand different present and future threats. For this paper assuming McDonald's is implementing this new food concept in their different food outlets. Strength: After launching this new concept McDonald's will be able to balance its menu very well according to the culture of the society. It will be able to introduce low price healthy vegetarian food items. It may provide very appropriate balance between the numbers of vegetarian and non vegetarian food items. It can focus towards religious aspect with the help of this concept. Weakness: This new food concept can be a weakness for McDonald's as far as previous trends are concerned. The company is predominantly a non vegetarian company. But once it will implement the new food concept then the old trend can be hampered. It is a very serious weakness. Opportunity: The FOOD SQUARE concept can open lots opportunities for McDonald's. With the introduction of more balanced food menu the organization can increase its social influences. As different food habit people can be satisfied by the company. It may increase the brand image for the company (Böhm, 2009). Threat: It can be a cause of threat for McDonald's. For satisfying price sensitivity of different customers McDonald's can compromise with food quality. It is a great threat for McDonald's as far as ethics is concerned. Task D Review of your own performance with suggestions for improvements Long term survival of business is very important. For this, proper business strategy will be needed for McDonald’s. Here the long term business strategy is to balance its menu with more vegetarian food products. The company needs to maintain its quality and price sensitivity of their newly introduced food items. For long term survival, quality of food products and its health aspects are very important. Long term survival is a very important business objective for McDonald’s. The above strategy will help the organization to get long term survival in business. The new concept implementation needs different new facilities in the business. Here McDonald’s has to allocate some more budgets for smooth going of the business. It has to allocate some extra money. Any changes or new concept need some extra money. Infrastructural development is very much important for new concept. It can be assumed that the company needs 30000 $ allocation in their budget. For stricter quality control it has to allocate 5000 $. New idea developments need 15000 $ as budget allocation as different types of new vegetarian menus will be introduced. The market is highly competitive in nature. It is very important to forecast the business scenario very well. With the help of this new concept the company will stay in a very advantageous situation. It will help them to maintain their competitive edge in the market in terms of balanced menu. Balanced menu will attract more diversified customers. Number of customers for the company will be more than their competitors in future. Price sensitivity will be a significant differentiator for the organization. Inclusion of more healthy and quality food products into their menu list will be a very important factor to stay ahead in the game. It is very important to evaluate and measure different changes in the organization. It is very much essential and significant for long term sustainability. The company which has introduced this new food concept in their outlets needs to evaluate performances of each and every change. It is very important to measure different performances. In this way the management of the organization will be able to check their newly introduced food concept. It will help them to initiate any required adjustments (Werbach, 2009). Conclusion Modern day business is ever changing. Change is the only constant thing in this food industry. Competitions in this industry are cut throat. In this volatile and highly competitive industry it is very important for every company to plan its menu and products properly. In this scenario new concept like FOOD SQUARE is very helpful. It will provide that extra bit of advantages to different organizations. In this way different organizations can easily solve different issues related with menu selection. References 1.1 Fuller, G. W. 2011. New Food Product Development: From Concept to Marketplace. Canada: CRC Press. 1.2 McVety, P. J., Ware, B. J., and Ware, C. L. 2008. Fundamentals of Menu Planning. New York: Wiley. 1.3 Pizam, A. 2012. International Encyclopedia of Hospitality Management. UK: Routledge. 2.1 Tulli, K. K. 2009. Fundamentals of Food Production. New Delhi: Ane Books Pvt Ltd. 2.2 Peters, M. 2012. Innovation in Hospitality. New York: Routledge. 3.1 Wentz, B. 2007. Food Service Management. USA: Atlantic Publishing Company. 3.2 Thomas, C., Norman, E. J., and Katsigris, C. 2013. Design and Equipment for Restaurants and Foodservice. London: John Wiley & Sons. 4.1 Kumar, R. 2010. Research Methodology: A Step-by-Step Guide for Beginners. London: SAGE. 4.2 Fuller, W. G. 2011. New Food Product Development: From Concept to Marketplace, Third Edition. New York: CRC Press. 4.3 Böhm, A. 2009. The SWOT Analysis. London: GRIN Verlag. 4.4 Werbach, A. 2009. Strategy for Sustainability: A Business Manifesto. New York: Harvard Business Press. Appendix 1) How much value for money are you getting from the new concept? a) High, b) Average, c) Low 2) Is the new concept is price sensitive? a) High, b) Average, c) Low 3) Are the new products are worth of spending money? a) High, b) Average, C) Low 4) Is this new food concept is healthy? a) High, b) Average, c) Low 5) Is price sensitivity is a very important matter for you? a) High, b) Average, c) Low Read More