TOPIC: ACTIVITY ANALYSIS APPLIED

TO MENU PLANNING
 In the following task 3 Restaurants of same standard have been visited
by me and information have been gathered according to the criteria’s
listed below:

Comparison Restaurant 1 Restaurant 2 Restaurant 3

Criteria (Vns. Live (Kerala Cafe ) (U.P. 65 )
Studio )
A la A la carte A la carte/Buffet A la carte
carte/semi/buf
fet

Comparison Restaurant 1 Restaurant 2 Restaurant 3

Criteria ( Vns. Live Studio) (Kerala Cafe ) (U.P. 65 )
Paper/print Smooth/Coloured Laminated/Coloure Woodish/Black
d n white
colour Light Red paper Light Green paper Dark brown
Black Fonts White Fonts paper black n
white fonts
Balance YES YES YES
Variety YES YES YES
Menu YES NO NO
description
Menu Labelling YES NO YES
Truth in Menu YES YES YES
Listing of items Done, Fully Done, Partially Done, Fully

Cover Design YES, Dark Red YES, Dark Green YES, Black hard
hard cover hard cover cover
Size A4 A4 A5
Comparison Restaurant 1 Restaurant 2 Restaurant 3
Criteria (Vns. Live Studio ) (Kerala Cafe ) ( U.P. 65)
Additional info YES NO YES

Listing Liquors YES NO, Non-Alcoholic NO, Non-

Alcoholic
Wines NO NO NO

Non – Alcoholic YES YES YES

beverages
Availability of YES YES YES
various courses
Plate de jour/ NO NO YES
day’s special
Pricing of Done, Properly Done, Properly Done, Properly
various items
Promotional NO NO NO
items/Activities
Take away/home Only take away BOTH Only take away
delivery
Post Covid YES YES YES
Protocols
 “China Point”
The restaurant carries a Chinese theme in which the main attraction is a dragon
sculpture placed on wall and a brochure with all the Chinese years and forecast as per the
Chinese sun signs printed on them on each table. One can choose the year of birth and read
his/her horoscope for the year.

The restaurant will be located in New Delhi at Nehru Place.

Timing for the restaurant will be from 11 am to 10 pm.

The Restaurant will be open all 7 days in the week.

Part 1- Food Service Concept:

Style of Menu: The Menu style will be a-la-carte.
Type of Clientele: The type of clientele we are basically targeting are office goers
and their family as Nehru Place is having a lot of offices, but food lovers like to hang out on
weekends with their families.

Type of Cuisine: The Restaurant will offer all the popular Chinese cuisines, which
are acceptable by majority of the customers.

Exterior Appearance: The exterior of the restaurant will have the Chinese temple
theme and the sign will be written in English with artistic calligraphy so that it looks its written
in Chinese.

Interior Appearance: The Building will be of two floor with ground floor for
Reception Area and a small area covering dine in option, and the first floor will include full
area covering dine in option. The colour scheme used will be black and red in the interior and
light red colour on the exterior. There will be a Chinese Uniform assigned to all the service
personnel, and they will provide personalized services to the customer, also there will be
traditional Chinese music playing in the background in low volume.
Part 2- Customer Survey:
Desired Market or Type of customers desired: As mentioned above
the main target customers are the office goers and their family as there are a lot of offices in
that area and people like to hang out with their family on weekends, however we welcome all
types of customers i.e. School Goers, College Goers, Senior Citizens, etc. .

Amount of Disposable Income: After deducting all the taxes the disposable
income we earn is 15% of the actual cost.

Food Preferences: The food preferences of customers in that area is a flexible one
i.e. they are ok with any type of food, but basically they go for fast food so this is the best place
for them.

Occupational Background: The occupational background of most of the

customers is IT sector and other technical jobs related to that area.

Education Level: The education level of most of the customers is either graduate or
post graduate, while for the exceptions some are still in school.

Arrival Pattern: The arrival pattern of the customers are twice in a week.
Preferred day for dining out: The most preferred days by the customers are
Tuesday, Thursday & Sunday.

Part 3- Community:
Growth Rate: The Growth Rate of the restaurant is high as only in a year it has expanded
itself into a chain of 4 restaurants.

Availability of liquor license: Currently the liquor license isn’t available in the
restaurant and we are not currently serving any liquor, but we will plan for the same in coming
years.

Existence of competition: Yes, there exist competition for us in the market, for
e.g. Royal China, Big Wong place, Empress of China, etc.., however they are going to get a
tough call, because if there is no competition existing you cannot grow and always will be the
frog of the well.

Public Service Provided: We provide quality public services to our customers,

which include gluten free food and timely delivery of food to their home, we also provide
happy hours to our regular customers (for a year) in which they can bring their family or can
come alone and enjoy unlimited meals of their choice for a specified period of time i.e.(3
hours).
Number of Families: There are average of 3000 employees in 1 tower and there are
a total of 10 Towers in Nehru Place.

Potential for Advertising: Currently we are manually advertising our restaurant

in which we are creating good public relation with our customers, by which they are doing our
mouth to mouth publicity, and we are in the process of going digital i.e. google ads(YouTube,
Search engine suggestions), Facebook ads, etc... .

Part 4- Sales Menu Requirements:

Menu Cover: The Menu cover for our restaurant is as follows:

Contents of the Menu and its prices: The contents of the menu and its
prices are listed in the picture below:

Descriptive Copy: For descriptive copy click here (for opening first press the Control
button then open the link.)

Part 5- Menu Design Components:

Cover Design: The cover of the menu Features a Dark red background along with
some Chinese accessories including Chinese lamps, a dragon & a fire cracker, with our
restaurant name written in the middle with flashy yellow colour and an attractive font so the
menu cover acts as a visual treat to the customers.

Cuisine Selection: There are basic Chinese cuisines available in the menu which are
acceptable by most of the customers.

Paper and Print: The paper used will be smooth in texture, and the printing will be
done using an inkjet printer for vibrant colour application, the menu will be laminated, and also
will be kept sanitized all the time.

Colour: The colour combination we are using is dark red and light red as the basic theme
of the restaurant is Red.
Variety: There are lots of variants of a dish available for e.g. In Manchurian we are
providing Gobhi Manchurian, Vegetable Manchurian & Chicken Manchurian.

Size: The menu will be printed on an A4 sheet size of paper.

Part 6- Recipe Costing:

Costing of one appetizer, soup, main course& beverage:
Items Cost of Material Q Additional Selling
Factor(1%) Cost(10%) Price
Item Cost
(Rs.)
(In Rs.) (In Rs.) (In Rs.)
Cornflour 3.00

Chicken 5.00

Refined oil 2.00

Chilli Garlic 2.00

Paste

Water 1.00

Spring Roll 5.00

Sheets
Appetizer Soy sauce& 4.00
Chilli garlic
(Chicken spring Sauce
Roll)
Noodles 2.00

Black pepper 1.00

powder

Green Onion 2.00

Salt 1.00

Garlic 2.00

Ginger 1.00

Red Cabbage 6.00

Carrot 2.00

Establishment 4.00
Cost

Total 43.00 1.00 4.00 75.00

 Chicken 10.00

Chicken Stock 5.00

Cabbage 2.00

Green beans 2.00

Onion 2.00

Egg 4.00

Refined Oil 3.00

Soup Garlic 2.00

White pepper 2.00

(Chicken
powder
Manchow)
Black pepper 1.00

salt 1.00

Red Chilli Sauce 2.00

Green Chilli 2.00

Sauce

Carrot 1.00

Vinegar 1.00

Establishment 5.00
Cost

Total 45.00
1.00 5.00 80.00
Chicken 40.00

Cornflour 5.00
Main Course
Egg 7.00
(Chilli Chicken)
Ginger Paste 2.00

Garlic Paste 2.00

Onion 2.00

Green chilli& 2.00

soy sauce

Spring onion 2.00

Refined Oil 5.00

Vinegar 2.00

Salt 1.00
 Capsicum 5.00

Establishment 6.00
Cost

1.00
8.00 140.00
Total 81.00

Beverage Milk 15.00

Fresh Cream 4.00

(Cold Coffee)
Vanilla ice- 15.00
cream

Honey 4.00

Coffee 2.00

Ice Cubes 1.00

Establishment 4.00
Cost
1.00 5.00
Total 45.00 80.00

Desired overall food cost percentage: The Desired Overall food cost
percentage used above is 32%.