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Assessment 3- Case Study

Priya Choudhary

SITHKOP002: Plan Cost and Basic Menus

Sydney School of Business and Technology

5/29/2021
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Assessment 3- Case Study

To adequately prepare of this task you will need to complete the following steps to identify

the customer preferences: 

1. Identify, and document, the current customer profile for the food business, ensuring

to consider customer groups with differing characteristics. 

Setting up a restaurant is not all about cooking. The most important aspect of a restaurant

is having the customers to serve and generate income. Therefore, restaurant owners have to

invest a lot of resources in researching their customers/target market to address the customer

needs. Otherwise, it is impossible to have customers when the service you offer is not what they

expect. As a result, every restaurant owner needs to have a customer profile.

Most of the customers are 25-44 years old, with an average age of 34 years. Most of the

customers are also married with at least one child per household. Only a few customers are

married but do not have a child yet. On the other hand, most of the customers are employed by

governmental and private organizations in the restaurant's vicinity with a salary of between

$25,000 and $35,000. Based on the restaurant's location, customers come in large numbers for

lunch due to good food and fast service, and a considerable number of customers come at around

10 am.

The restaurant is close to a high-end residential estate and attracts a lot of people for

dinner between 8 pm and 10 pm. Dinner time comprises of mostly couples who come alone to

enjoy the ambient atmosphere and the elegant food. Nonetheless, weekends are the busiest

between 12 pm and 2 pm as people come accompanied with their children for lunch. The

majority of the customers are Americans, and a few are from Europe and Australia. Additionally,
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most of the customers prefer paying using their credit cards to cash. And some of the customers

whose offices are a bit far from the restaurant wish that the restaurant can deliver food to their

offices instead of coming to dine at the restaurant.

2. Analyze and evaluate the food preferences of the customer base

The food preferences for the customer base are categorized into two based on gender.

During lunch, most of the women prefer having pizza and chips, whereas men prefer having

sandwiches. Both genders consume a typical Aussie lunch consisting of burgers and wrap served

with fries, Barramundi or Duck spring rolls, and Coconut prawns.

Complete the following steps to plan menus based on the information identified about your

customers:

3. Generate a range of ideas dishes suitable for menus.

Appetizers Soup Mains

Oyster Rockefeller Curried sweet potato soup Golden Fried shrimp
with coconut cream and
House-cured salmon candied pecans Beef/turkey cheeseburger on
a whole grain bun with
Maryland lump crab cakes Baked French onion soup ketchup
Thick-cut smoked bacon Cauliflower soup Roasted buttermilk chicken
Charred shishito peppers Chicken and Avocado Arepas
Butter lettuce house salad Ham and Cheese Palmiers

4. Assess the merits of ideas generated.

The generated food ideas (shown in the table above) are perfect based on the customer

profile acquired by the restaurant. Most of the food items in the generated menu are of five-star
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status. The food items fit the class of people who visit the restaurant most often. Additionally,

most of the food items listed above are easy to prepare. Furthermore, the suggested food items

represent the American taste since most of the customers are of American origin.

5. Discuss the ideas generated with the relevant personnel in the workplace.

The generated ideas were discussed with the owners, investors, the manager, and the head

chef. Every person involves in the foodservice business is more concerned with producing an

effective and quality menu (Traster, 2018). It was essential to discuss with the head chef. The

head chef needs a menu that can be executed effectively and efficiently with the given

equipment, product, and human resources (Traster, 2018). The customers will also be involved in

the decision-making process because most customers want a menu that satisfies their needs and

works within their budgets (Traster, 2018). A menu is critical and serves a lot of people.

Therefore, it was important to involve all the people in the process (Traster, 2018).

6. Choose menu items that are appropriate to meeting the identified customer

preferences. 

After discussing with all the stakeholders involved in the restaurant, the food items listed

below were selected and included in the menu. There were some additions to cater to children

and vegans. 

Appetizers Soup Mains

Oyster Rockefeller Sweet corn chowder Chicken and Avocado Arepas
House-cured salmon Cauliflower soup Roast Beef Tenderloin with
Charred shishito peppers Curried sweet potato soup Persillade Relish
Butter lettuce house salad with coconut cream and Tomato and Mozzarella Tart
candied pecans Rustic Breaded Chicken with
Brussels Sprouts
Ham and Cheese Palmiers
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7. Identify the organizational service style and cuisine, and develop each of the

following types of suitable menus, ensuring that these include a balanced variety of

dishes and ingredients suitable to the style of service and cuisine:

  The restaurant will adopt the casual dining theme. A casual-dining restaurant is more or

less similar to a fast-food restaurant but with a table-service dining option. Casual-dining

restaurants are usually designed to create a family-friendly environment with extensive menus

than fast-food restaurants serving a variety of meals such as pasta, chicken dishes, and simple

seafood dishes. Unlike fast-foods, casual dining restaurants hire waiters who take orders and

serve food to the customers. Additionally, the prizes found in casual dining restaurants are

pocket-friendly than those in fine-dining restaurants. 

a. À la carte

On an à la carte menu, each of the food items on the menu is priced separately. For

instance, when one orders a steak, he/she will only get the steak and nothing else. Therefore, any

other item must be ordered separately at an additional cost. À la carte menus allow for menu

headings and should often have at least one heading.

MENU
APPETIZERS
Oyster Rockefeller…………………………………………………………………………$20.00
House-cured salmon………………………………………………………………………$16.50
Charred shishito peppers…………………………………………………………………$11.00
Butter lettuce house salad……………………………………………………………...$13.00
Maryland lump crab cakes………………………………………………………………$20.00
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Butter lettuce house salad…………………………………………………………………$11.50

With balsamic

STEAKS AND MEATS

Roasted buttermilk chicken………………………………………………………………$28.00
Legendary mutton chops…………………………………………………………………...$52.00
Prime T-bone steak………………………………………………………………………………$56.00
Two double lamb chops…………………………………………………………………………$50.00

FISH AND SHELL FISH

Pan-seared arctic char……………………………………………………………………………$35.00
Sauteed jumbo shrimp with spinach…………………………………………………………$34.00
Authentic dover sole………………………………………………………………………………$54.00

SIDE DISHES
Roasted market vegetables………………………………………………………………………$13.00
Sauteed field mushrooms…………………………………………………………………………$13.50
Fine string beans………………………………………………………………………………………$12.00
Carrots with brown butter…………………………………………………………………………$11.50
Sauteed spinach…………………………………………………………………………………………$12.00
Pan roasted broccoli and cauliflower…………………………………………………………$12.00

b. Buffet

A buffet is a type of menu where people serve food for themselves. Usually, all the food

varieties are placed on display and an individual serves the food they desire.

MENU
Lunch buffets $30.00 per guest
Minestrone soup
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The Classic Italian Antipasto Bar

Traditional Caesar Salad with Garlic Croutons
A Selection of Brick-Oven Pizzas presented hot on Butcher's Blocks:
BBQ Chicken with Caramelized Red Onions, Fresh Tomato Basil & Mozzarella and
Double Pepperoni with Flaked Red Pepper and Parmigiano-Reggiano Cheese
Baked Orecchiette Pasta with Grilled Breast of Chicken enveloped in a rich Vodka Tomato
Cream Sauce
Tiramisu, Biscotti

Dinner buffet $75.00 per guest

Goat Island Clam Chowder with traditional Oyster Soda Crackers
Farm Greens layered with Vegetables, Selection of Dressings
Platters of Pesto-Brushed, Lightly-Grilled Vegetables served with Tuscan Olive Oil and
Barrel-Aged Modena Balsamic Vinegar
Steamed 11⁄2 Pound Hard Shell Lobster Steamers and Mussels with Drawn Butter and
Clam Broth
Wood-Grilled Sirloin Steak with a French Shallot Marmalade Grilled Basil Chicken
Served with a Roasted Red Pepper Coulis
Smoke House Chorizo Sausage, Caramelized Onions and Sweet Peppers

c. Cyclical

Traster (2018) defines a cyclical menu as a menu that rotates a series of menu items over

a period of time. A cyclical menu can be as simple as serving a particular dish every single day

of the week or as complex as having a thirty-day cycle that has the most popular dishes on repeat

in the same month while leaving the other dishes and returns to them once the cycle restarts

(Traster, 2018). Cyclical menus are generally à la carte.

MENU
Monday
Orange Chicken Brown Rice Bowl……………………………………………$12.5
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“Breakfast for Lunch”: whole grain pancakes and cheese omelet

with syrup and ketchup………………………………………………………$14.00
Turkey and Cheddar Sandwich on a whole grain bun
with green leaf lettuce and mayonnaise………………………………………$25.00
BBQ Chicken Wrap in whole grain lavash with
yogurt BBQ ranch dipping sauce……………………………………………$28.00
*All served with side vegetables of pinto beans and baby carrots as well as fresh fruit and
choice of low-fat or fat-free milk.
Tuesday
Cheesy Chicken Quesadilla in a whole grain tortilla…………………………$16.50
Veggie Chili with Mini Melted Cheese Sandwich on a whole grain roll…………$10.00
Chilin Chinese Chicken Noodles made with whole grain
noodles with sesame soy dressing……………………………………………………$14.50
Ham and Cheddar Sandwich on a whole grain bun with green
leaf lettuce and mayonnaise…………………………………………………………$16.00
*All served with side vegetable of steamed corn as well as fresh fruit and choice of low-fat
or fat-free milk.
Wednesday
Chicken Bites with whole grain breading and ketchup……………………………$11.50
Whole Grain Penne with Zesty Beef Sauce…………………………………………$14.00
Pinto Bean Taco Dip with whole grain lavash………………………………………$9.00
Sesame Chicken Wrap in whole grain lavash with sesame soy dressing…………$16.00
*All served with side vegetable of celery sticks with ranch dressing as well as fresh fruit
and choice of low-fat or fat-free milk.
Thursday
Beef/Turkey Cheeseburger on a whole grain bun with ketchup……………………$12.50
Buffalo Chicken Sandwich on a whole grain bun……………………………………$12.00
Chicken “Pizza Party” Salad with pizza vinaigrette and
whole grain dinner roll…………………………………………………………………$20.00
Egg Salad Sandwich with green leaf lettuce on a whole grain bun……………………$11.00
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*All served with side vegetable of green leaf lettuce and sliced tomatoes as well as fresh
fruit and choice of low-fat or fat-free milk.
Friday
Whole Grain Spaghetti and Beef/Turkey Meatballs in marinara sauce……………$23.00
Chicken Marinara Bake (whole grain penne with chicken breast in marinara sauce,
topped with low fat mozzarella cheese………………………………………………...$28.50
Turkey Chef Salad with whole grain dinner roll……………………………………$16.00
*All served with side vegetable of glazed carrots as well as fresh fruit and choice of low-fat
or fat-free milk.

d. Degustation

Degustation is the sampling and tasting of various food items in one seating.

TASTING MENU

Spinach Salad with Sherry Vinaigrette

Anselmi 1988, Capitel Foscarino
************
Spicy Shredded Pork Tostadas
************
Vanilla Ice Cream with Sake-Stewed Cherries and
Lace Cookies
*************
A selection of cheeses presented tableside
************
Mango and Jícama Salad with Mint Vinaigrette
schramsberg blanc de noir brut north coast california usa
*************
Grilled Flank Steak with Grilled Vegetables and
Salsa Verde
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Schramsberg 1991, Cremant Demi-Sec

Menu $57
Wine $29

e. Ethnic

According to McVety et al. (2009), an ethnic menu can either be semi à la carte or à la

carte. Ethnic menus offer selections that represent cuisine from a particular country. Ethnic

menus can have Italian cuisine, French cuisine, or Aussie cuisine, among others. Below is an

example of French cuisine that can be incorporated into a casual dining restaurant. In most cases,

appetizers, soups, salads, entrées, vegetables, potatoes, and desserts are written in the local

language.

MENU

Marinated Raw Tuna and Crispy Sweetbreads

with Tomato Sauce Celery Leaves………………………………………………......$25.00
Maine Peeky Toe Crab Salad in a Light
Tomato Gelée with Fennel and Avocado……………………………………………$22.50
Purslane and Hazlenuts………………………………………………………………$12.00
Roasted Beef Medallion Wrapped with Pancetta……………………………………$18.00
Black Truffle Braised Potato…………………………………………………………$10.00

Porcini Gratin with Haricots Verts……………………………………………………$10.00

f. Set
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A set menu is the type of menu normally used in functions where people pay per person

to attend the function. Normally the price of the food items is not required in a set menu.

Therefore, since people pay per head, a set menu has very limited food options to choose from.

MENU

Appetizers
Mini tomato and basil bruschettta
Home made cocktail meatball w spicy salsa
vegetarian frittata

Main course
Chefs special pumkin and ricotta cannelloni
tortellini all boscaiola -smokey bacon & mushroon
bbq export lamb cutley w/mustard glaze
seared chicken fillet w/crispy proscuitto and sage
skewered beef filletr mini burgers
rosemary and garlic potatoes
rocket and parmesan salad
$40 per head adult
$25 per head - children

g. Table d’hôte

The table d’hôte menu contains a complete set of courses for a special set price. Mostly,

appetizers, salads, soups, and desserts are bundled together with the entrée price. The table
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d’hôte menu lists different prices next to each entrée, so the customer's price depends on his/her

choice of entrée.

MENU
Starters
Stuffed mushrooms…………………………………………………………………………………$10.00
Mushroom caps bakes with a cream cheese, crab and Courvoisier stuffing

Buffalo ravioli……………………………………………………………………………………………$13.00
Served over Bolognese sauce

Thai seafood fritters…………………………………………………………………………………...$14.50

Lobster, crab and shrimp rolled into a Thai style dumpling, deep fried and served with a spicy soy sauce

Lighter fare
Organic king salmon…………………………………………………………………………………$25.50
Served with herb butter

Chicken marsala……………………………………………………………………………………$16.50
Sauteed all-natural chicken breast with mushroom, garlic and shallots, finished with a fresh basil and marsala sauce

Meat entrees
Roast rack of lamb………………………………………………………………………………$42.50
New Zealand lamb rubbed with Dijon mustard, rolled in seasoned bread crumbs and baked, served with sliced with a peppercorn rosemary cream
sauce

Grilled beef tenderloin…………………………………………………………………………$40.00

Bacon wrapped painted hills ranch all-natural beef tenderloin grilled to temperature

h. Seasonal

MENU
SPRING
Oven-Roasted Salmon Fillets with Almond Vinaigrette
Israeli Couscous with Caramelized Fennel and Spinach
Rustic Caramelized Onion Tart with Goat Cheese
Greek-Style Shrimp with Tomatoes and Feta
Lemon-Scented Rice Pilaf
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SUMMER
Spaghetti with Roasted Cherry Tomatoes, Olives, Capers, and Pine Nuts
Zucchini Fritters with Cucumber-Yogurt Sauce
Maryland Crab and Corn Cakes with Rémoulade Sauce
Chilled Tomato Soup
Pan-Roasted Halibut with Chermoula
FALL
Marinated Baby Mozzarella and Olives
Hearty Tuscan Bean Stew
Skillet-Roasted Apples with Caramel Sauce
Almost No-Knead Bread
WINTER
Mushroom Pasta Supper
Lemon-Herb Cod Fillets with Garlic Potatoes
Arugula Salad with Figs and Prosciutto
Slow-Roasted Pork with Cherry Sauce

Perform the following steps to cost your developed menus:

8. Itemize the proposed components of each dish.

a. Chicken and Avocado Arepas

Ingredients Quantity
Masarepablanca 0.3 kg
Cooking oil ¼ cup
Baking powder 1 teaspoon
Cooked chicken 1 ½ cups
minced fresh cilantro 2 tablespoons
scallions 3
Lime juice 2 tablespoons
Avocados 2
Chili powder ½ teaspoon
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b. Roast Beef Tenderloin with Persillade Relish

Ingredients Quantity
Minced fresh parsley ¾ cup
Virgin olive oil ½ cup
Cornichons 6 tablespoons
Capers ¼ cup
Scallions 2
Sugar 1 teaspoon
Tenderloin 2.25 kg
Olive oil 2 tablespoons

c. Tomato and Mozzarella Tart

Ingredient Quantity
Puff pastry 375g
Egg (Large) 1
Parmesan cheese 85g
Tomatoes (Large) 4
Virgin olive oil 3 tablespoons
Garlic gloves 2
Roasted red pepper 450g
Part-skim ricotta cheese 1 cup
Mozzarella cheese ½ cup
Basil 2 tablespoons

d. Rustic Breaded Chicken with Brussels Sprouts

Ingredients Quantity
Sugar ½ cup
Chicken breasts 8 (0.35kg)
Baguette 1
Unsalted melted butter 4 tablespoons
Minced fresh parsley ¼ cup
Garlic 2 gloves
All-purpose flour ½ cup
Eggs (Large) 2
Bacon 4 slices
Brussels sprouts 1.36 kg
Shallots 6
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Olive oil 3 tablespoons

e. Ham and Cheese Palmiers

Ingredient Quantity
Frozen puff pastry 1
Dijon mustard 2 tablespoons
Minced fresh thyme 2 teaspoons
Deli ham 0.1 kg
Parmesan cheese 0.05 kg

9. Calculate the portion yields and to determine the costs from raw ingredients

Chicken and Avocado Arepas

Ingredients Quantity Price per unit Total

Masarepablanca 0.3 kg $6.69/kg $2.00
Cooking oil 60 ml $2.70/l $0.16
Baking powder 4.2 g $1.25/100g $0.05
Cooked chicken 0.45 kg 3.45/kg $1.55
minced fresh coriander 2 bunches $3 bunch $6.00
Eschallot bunch 3 bunches $2.70 bunch $8.1
Lime juice 30 ml $6.50/l $0.20
Avocados 2 $2 each $4.00
Chili powder 2.1 g $1.60/50g $0.07
Total cost for 8 serves $22.13
Total cost for one serve $2.76

Roast Beef Tenderloin with Persillade Relish

Ingredients Quantity Price per unit Total

Minced fresh parsley 0.024 kg $2.00/10g $4.80
Virgin olive oil 0.11 l $0.80/100ml $0.88
Cornichons 90 g $7.25/350 g $1.86
Capers 56.7 g $19.95/150 g $7.54
Scallions 2 $2.5 each $5.00
Sugar 5g $0.90/kg $0.0045
Tenderloin 2.25 kg $12.80/kg $28.8
Olive oil 0.03 l $0.60/100ml $0.18
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Total cost for 8 serves $49.06

Total cost for one serve $6.13

Tomato and Mozzarella Tart

Ingredient Quantity Price per unit Total

Puff pastry 375g $0.45/100g $1.68
Egg (Large) 1 $5/dozen $2.4
Parmesan cheese 85g $5.50/500g $0.93
Tomatoes (Large) 4 $0.98 each $3.92
Virgin olive oil 45 ml $0.80/100ml $0.36
Garlic gloves 2 $1.00 each $2.00
Roasted red pepper 450g $8.50/kg $3.8
Part-skim ricotta 0.45 kg $12.20/kg $5.49
cheese
Mozzarella cheese 0.11 kg $12.00/kg $1.32
Basil 28 g $2.00/10g $4.8
Total cost for 8 serves $26.7
Total cost for one serve $3.3

Rustic Breaded Chicken with Brussels Sprouts

Ingredients Quantity Price per unit Total

Sugar 0.11 kg $0.90/kg $0.01
Chicken breasts 8 (0.35kg) $8.50/kg $3.00
Baguette 1 $1.50 each $1.50
Unsalted melted butter 60 g $1.48/100g $0.88
Minced fresh parsley 0.024 kg $2.00/10g $4.80
Garlic 2 gloves $1.00 each $2.00
All-purpose flour 0.11 kg $2.50/kg $0.28
Eggs (Large) 2 $5.00/dozen $0.83
Bacon 4 slices $14.00/kg $0.14
Brussels sprouts 1.36 kg $4.70/kg $6.39
Shallots 6 $0.65 each $3.90
Olive oil 50 ml $0.60/100ml $0.30
Total cost for 8 serves $24.03
Total cost for one serve $3.00

Ham and Cheese Palmiers

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Ingredient Quantity Price per unit Total

Frozen puff pastry 375g $0.45/100g $1.68
Dijon mustard 28.3g $1.00/100g $0.28
Minced fresh thyme 8.4 g $3.00/10g $2.52
Deli ham 0.1 kg $16.00/kg $1.6
Parmesan cheese 0.05 kg $16.00/kg $0.8
Total cost for 8 serves $6.88
Total cost for one serve $0.86

10. Assess the cost-effectiveness of the dishes and select the menu items that provide

high yield.

A cost-effective dish is a food item that generates a high amount of income for a very

minimal cost. However, having a cost-effective dish that is not popular with your customers will

not sell. Therefore, one has to choose a cost-effective meal that is also popular and satisfies the

customers' needs. Based on the customer profile, the food items listed above are cost-effective

and will result in a high income when properly priced.

11. Price the menu items to ensure maximum profitability, using appropriate methods

to achieve the desired profit margins, mark-up procedures and rates

MENU
MAIN DISH
Ham and Cheese Palmiers……………………………………………………………...$5.50
Rustic Breaded Chicken with Brussels Sprouts………………………………………$10.50
Tomato and Mozzarella Tart…………………………………………………………...$12.00
Roast Beef Tenderloin with Persillade Relish…………………………………………$18.20
Chicken and Avocado Arepas……………………………………………………………$7.50

Perform the following steps to evaluate the menu items:

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12. Obtain at least 2 of the following types of feedback:

After formulation of the menu, feedback was received from the customers through

interviews and the employees during a staff meeting and on a day-to-day basis. The feedback

received was what was hoped for, and there was no need to adjust the menu. Most of the

customers suggest that we add food items to the menu. On the other hand, the chefs stated that

the food items were easy to prepare using the available equipment in the kitchen and resources.

References

McVety, P. J., Ware, B. J., & Ware, C. L. (2009). Fundamentals of menu planning. John Wiley

& Sons.

Traster, D. (2018). Foundations of Menu Planning. Pearson.