1.0 Introduction

Manalysis is the evaluation of menu cost and sales data to recognize the requirements of the customer and their perspective regarding the type of restaurant they are interested to visit. Moreover, menu designing is the key to a restaurant’s marketing plan that includes the location, cuisine, cost, theme, and the target group of the business venture. It showcases the service and quality of the eatery to the customers and this is the reason menu is an essential component in a restaurant business. This report will justify the design of the menu and the designing tactics, which includes location, ambience, seating capacity, average cost per head, style of service, target market, hours of operation and the concept of the design, which will show the fitting for the style of food. The restaurant selected is in Taranaki Street and Courtney place in Wellington city. The menu analysis is done with the help of Hurst menu analysis model including the calculation of 3 dishes, which is done to analyze the menu.

2.0 Part A-Menu design 

The menu is designed considering the situation of business in the current market, and the reason behind selecting Taranaki Street and Courtney place is:

• Business Identity- The name of the Restaurant will be Taranaki Kitchen, which will provide unique food items and beverages as per demographic of the location. The restaurant will offer fresh and seasonable dishes that will be obtained from the local producers. Taranaki Kitchen will be rendering the food items and beverages by including nutritious food by focusing on the health of the customers around the location of the restaurant. A large menu will be hanged outside the restaurant, which will mention the signature dishes to make people aware about the different variety being provided in the restaurant (Chen, Coddington & Brinda, 2014).
• Target Market: Taranaki Street has a mixed crowd of city professionals and college students due to the neighboring universities. The price will be decided according to the variation of the crowd, which will be moderate in terms of expense so that both of the group can afford. The average spend per head will be 3-4$.

3.0 Part B-Justification 

Content

The content of the menu will have several dishes such as few drinks, mains, salads and desserts. It will be in a pamphlet style for easier application and comfortable reading of the menu.

Beverages

There are two beverages on the front page of the menu, which is Green Tea and Detox Green Booster.

• Green Tea: According to the case study, the restaurant is near a university and a student accommodation where green tea will be popular because it is used as an energy drink. It promotes healthy lifestyle amongst the students and the professionals as well. The green tea has a high demand so it will be priced at 3$.
• Detox Green Booster: This drink is a blend of green fruits and leafy vegetables, which will be known by the health conscious crowd and health professionals in the target group. It will be priced at 5$ because it has seasonal fruits such as kiwi, banana and vegetables such as spinach and kale. It has immunity boosting and weight loosing

properties.

Salads

Russian Salad: One of the salads in the menu is Russian salad, which has a mix of apple, potato, beans, peas and a dressing of mayonnaise and honey. It has a sweet and sour flavor. It will have olive oil that is a healthy alternative of fat because people in New Zealand are becoming health conscious due to the food revolution. The restaurant will also give customization options to customers according to the taste and diet preference.

Gluten free Margherita pizza

The professionals and college students are health conscious due to several factors such as the ongoing health trends and social media competition. Pizza is a popular junk food and preferred by everyone, which is the reason that they also prefer this is in a healthy form. Providing gluten free is attractive and appreciated by the target group. It is a signature dish in our menu and it is priced 7$, which is reasonable for the target audience.

Pasta

Pasta provided in the restaurant will be the conventional one because a dish is needed for the new crowd and who will prefer the usual unhealthy food. This Alfredo pasta will be cheesy, which will have the vegetables according to the preference of the customer. The university crowd will prefer this pasta during lunch hours to reduce their hunger pangs and the professionals will also order this dish during their meetings.

Dessert

The dessert will be tiramisu because it has a high demand due to its exotic taste. It is an Italian dessert with mascarpone cheese, liquor, finger biscuits with a flavor of coffee. People who prefer coffee as a beverage will appreciate this dessert as it is refreshing and has a decadent flavor.

Format and Layout 

The format of the menu is easy to read and has an elegant finish depicting the main dishes of the menu. It is color coordinated with the pictures and it will give a pleasing effect to the eyes. The dishes has their price next to them and it has no description because it is a sales tool. The order of the dishes is done according to the course of the meal (Filimonau & Krivcova, 2017). The layout is according to a pamphlet because it is easier to read and can be handled without any obstructions. It will be an A4 sized paper and it will weigh around 160 gsm.

Page Design 

The color of the menu page is pink with golden borders to give an elegant feel to the menu. The design is delicate and fine because it will give a positive vibes about the restaurant, the cool colors will also help the customer feel calm and relaxed after a tiring day. The light pink color behind the font will make it easier to read. It will not be cursive because it becomes inconvenient for people to read as everyone is not familiar with this style. It will help them in making an informed decision about the menu selection. The salad will be the first dish and then below their will be mains, desserts and drinks (Lee & Thompson, 2016). The picture of few dishes will be given to highlight the signature dishes and guiding the customers about the presentation.

Selling Price

Content	Selling Price	Reason to set the pricing
BeveragesGreen TeaDetox Green Booster	Price per Glass$3$5	The reason for pricing the beverages at a lower rate is due to its low costing. The ingredients available in the market is priced at the similar rate. Pricing the beverages at a higher price can negatively impact the young crowd who is the major target group. Low prices attract more customers during the initial stage of any business.
Russian Salad	$6 per plate
Alfredo Pasta	$7	The pasta is kept at an affordable rate because it is one of the popular dishes amongst the young crowd, and it is expected that they will be more interested in ordering this. Low price will attract them more and so it will give a good will to the business.
Margherita Pizza (Gluten Free)	$8	The pizza is priced a little higher because of the gluten free ingredient required in this dish. It is not the usual ingredients available in a local grocery store. The unavailability is the reason for the higher price. The toppings and cheese are another factors for the price. Extra toppings will require more charges (Jiang & Lei, 2014).
Tiramisu	$6 per portion	The ingredients of this dish is on the expensive side but it has been priced low because of the small portioning. The less quantity will help in saving the cost.

The pricing for 3 major dishes will be done to evaluate the costing of the overall menu. The 3 dishes will be Russian salad, Alfredo pasta and Tiramisu.

1	Russian Salad
		Price per	Quanty	Total
	Potato	$0.99 (per 0.10 kg)	0.40 gm	0.396
	Apple	$1.02 per .20 kg	2	2.04
	Peas	$0.25 per .10 kg	1	0.25
	Mayonnaise	$0.67 per 0.25 ltr	0.5 ltr	3.35
	Honey	$4.65 for a 500ml bottle	0.2	0.93
	Olive oil	$ 4.77 per Kg	0.4 gm	1.908
	Total			4.54
	Service charge			3
	Total cost			5.22
	Margin (10% of total cost)			0.8
	Final price per portion			6.02

2	Gluten free Pizza
		Price per	Quanty	Total
	Cheese	$0.99 (per 0.10 kg)	0.40 gm	0.396
	Tomato	$1.02 per .20 kg	2	2.04
	Onion	$0.25 per .10 kg	1	0.25
	Milk	$0.67 per 0.25 ltr	0.5 ltr	3.35
	Sauce	$4.65 for a 500ml bottle	0.2	0.93
	Maize Flour	$ 4.77 per Kg	0.4 gm	1.908
	Total			7.1
	Service charge			3
	Total cost			6.78
	Margin (10% of total cost)			1.22
	Final price per pizza			8

3	Alfredo Pasta
		Price per	Quanty	Total
	Cheese	$0.99 (per 0.10 kg)	0.40 gm	0.396
	Tomato	$1.02 per .20 kg	2	2.04
	Broccoli	$0.25 per .10 kg	1	0.25
	Pasta	$0.67 per 0.25 ltr	0.2	3.35
	Sauce	$4.65 for a 500ml bottle	0.2	0.93
	Total			4.67
	Service charge			2
	Total cost			5.32
	Margin (10% of total cost)			0.6118
	Final price per pizza	portion		7

Labor and operational requirements 

The major operations in the restaurant will be cooking, attending customers, cleaning and management. Additional work will be the purchasing of food items including the fruits and vegetables from the fixed supplier according to the theme and menu of the restaurant. Chefs will be appointment to deliver the best quality of dining experience and the waiters to communicate. They need to be well mannered and have a friendly approach towards the customers to ensure a positive good will in the market (Gregorini et al., 2017). A skilled manager is also an essential requirement for the smooth flow of operations in the restaurant. In this context, an adequate management at the restaurant assist the staff members to ensure the high quality of services to increase the satisfaction of customers. For this purpose, the competent leader will be needed to render the quality service. Apart from this, the cleaning staff will be required to ensure the cleanliness of the dining and preparation area. The financial section will be administered by the operations manager and the accountant because they need to work for the overheads, rent, budgeting and food costing. The operational and labor requirements will collaborate to increase the dining experience of the customer.

Impact of food market cycles 

The food market cycle will highly influence the menu by affecting the availability of vegetables and fruit because few of them are only available during a particular season. It might affect the customer experience that would have an adverse impact on their satisfaction. It might be a costlier affair for the firm as it increases customer switching. For this purpose, alternative solutions will be used to prepare for the dishes. For instance, in the unavailability of sweet potato, the normal potato will be used to make up for the demand. Thus, the food market cycle has a varied impact on the restaurant operation like cooking (Ozdemir & Caliskan, 2014).

Nutrition and dietary concern  

The restaurant will offer a range of vegetarian dishes by excluding meat, egg, fish and chicken. It will support to meet the dietary restrictions of the customers who have restriction. Further, the detox drink will be given to the customers who are allergic to milk. Apart from this, snack will be gluten free that is suitable for gluten intolerant people. It indicates that the menu of the new restaurant addresses the diverse dietary restriction issues of several customers (Zigmont & Bulmer, 2015).

4.0 Part C- Menu Analysis 

The overall sales turnover for the restaurant has been estimated and the calculation has been done based on the number of items sold in a month. Therefore, the Hurst model for the menu analysis has been applied to derive total sales volume as follows-

According to Block et al. (2013), menu are evaluated based on several factors including a number of dishes, items sold, selling price, cost of goods sold, gross profit and loss, percentage of customers, menu scoring etc. In this context, Hurst menu analysis model has been used to analyze the menu standard of a restaurant in Wellington city, New Zealand. According to Hurst, his model method is easy and convenient to use because it considers several factors such as the price, customers based on the analysis it supports to give scoring to the menu dishes, which reflects the popularity of the items in a particular area. Similarly, it has been seen that Hurst model helps to understand the value of the menu in an effective method to provide judgment regarding the ranking of the menu. A systematic review analysis assists to get the relevant value of the dishes in the menu otherwise, it might provide the wrong information regarding the scoring of the menus (Ozdemir & Caliskan, 2015).

Based on the evaluations of the restaurant’s menu, it has been revealed that most of the items in the profitability ratio are gaining higher ratio of popularity in the selected market place. For example, green tea, detox booster and gluten free pizza are expectedly sold in a higher ratio, which contributes to the profitability of the restaurant. Further, the menu of the restaurant got a score of $13.0048 due to the inclusion of nutrients in the products the restaurant is serving. At this juncture, the scoring of the menu gets affected by the slight changes in any factor of the overall menu. Hence, based on the menu analysis the standard of the restaurant has been completely evaluated and derived from positive outcomes.

5.0 Conclusion 

Based on the report and menu analysis, it can be concluded that the effective menu designing plays an important role in the establishment and success of the restaurant. The designing helps to attract a large number of customers, however, it is based on the nature of the selected target audience. Furthermore, it has been found that menu analysis depicts the overall information about the different factors, which affects the values of the menu. In the end, it can be summarized based on the calculation of selling price and analyzing the competitor’s pricing strategy and accordingly guide to set the price for own menu items.

References

Block, J. P., Condon, S. K., Kleinman, K., Mullen, J., Linakis, S., Rifas-Shiman, S., & Gillman, M. W. (2013). Consumers’ estimation of calorie content at fast food restaurants: cross sectional observational study. BMJ, 346, f2907.

Chen, Y. J., Coddington, N. A., & Brinda, D. (2014). U.S. Patent Application No. 13/721,524.

Filimonau, V., & Krivcova, M. (2017). Restaurant menu design and more responsible consumer food choice: An exploratory study of managerial perceptions. Journal of cleaner production, 143, 516-527.

Franckle, R. L., Block, J. P., & Roberto, C. A. (2016). Calorie underestimation when buying high-calorie beverages in fast-food contexts. American journal of public health, 106(7), 1254-1255.

Gregorini, P., Villalba, J. J., Chilibroste, P., & Provenza, F. D. (2017). Grazing management: setting the table, designing the menu and influencing the diner. Animal Production Science, 57(7), 1248-1268.

Jiang, Y., & Lei, J. (2014). The effect of food toppings on calorie estimation and consumption. Journal of Consumer Psychology, 24(1), 63-69.

Lee, M. S., & Thompson, J. K. (2016). Exploring enhanced menu labels’ influence on fast food selections and exercise-related attitudes, perceptions, and intentions. Appetite, 105, 416-422.

Ozdemir, B., & Caliskan, O. (2014). A review of literature on restaurant menus: Specifying the managerial issues. International Journal of gastronomy and food science, 2(1), 3-13.

Ozdemir, B., & Caliskan, O. (2015). Menu design: A review of literature. Journal of Foodservice Business Research, 18(3), 189-206.

Thomas, E. (2016). Food for thought: obstacles to menu labelling in restaurants and cafeterias. Public health nutrition, 19(12), 2185-2189.

Zigmont, V., & Bulmer, S. M. (2015). The Impact of Caloric Information on College Student’s Fast Food Purchasing Intentions. American Journal of Health Education, 46(2), 70-78.