Discuss about the Food and Beverage Service Management.
Soul Burger is a burger joint which provides plant-based burgers and the characteristic feature of the organization is that it induces a revolution in Australia’s food culture. Soul Burger has to ensure the realization of different elements of the menu analysis in order to address competitive rivalry. The unique product line offered by Soul Burger can also be estimated as a formidable concern for the organization since it has to compete with other brands in the Australian food and beverage industry. The prospects for long term provision of services can be ensured only through addressing the unique customer needs and developing trust among them related to product quality and service delivery. The purpose of the report in the case of Soul Burger is the reflection on similarities between the services provided by the organization and the product description provided in the menu. (Chriqui, Pickel & Story, 2014)
The menu document of Soul Burger has to be analyzed on the basis of the type of cuisine, food service provided and the market segments targeted by the organization (Davis, et al., 2013).
The type of cuisine offered by Soul Burger refer to fusion type involving the combination of the traditional form of producing burgers with the use of plant-based beef and other plant based ingredients such as crumbed mushroom, tomato, lettuce, mint tahini, caramelized onions, grilled pineapple, sriaracha aioli, tortilla chips and veggie slaw (de Mattos, de Moura Pontes & Marietto, 2016)
The burger joints offer promising space for food service at their burger joints and therefore, the concerns for the physical space do not limit the food service. It is a promising aspect for a provider of gourmet plant-based burgers which require high quality (Eleri, 2013).
The market segments which have been particularly considered for the products of Soul Burger are observed in the youth who are especially attracted to burgers. As per Grekova, et al, the varieties of ingredients which are included in the menu of the Soul Burger indicate the efficiency of the organization to cater the varying requirements of customers, especially burger aficionados and fast food enthusiasts. Furthermore, it can be considered that the organization can address a mass market with comprehensive inclusion of family, business executives, students and general population (Grekova, et al., 2014).
The menu of Soul Burger depicts simplicity and relies on depiction of standard logos for its products categorically illustrated in grid view. The two page menu illustrates the specific gourmet plant-based burgers on the first page with the illustration of brand logos in individual grids with an illustration of the price of the different products. The pricing is illustrated in the right hand bottom corner of each grid which offers customers an ease for understanding the price of each product effectively (Renton, Daellenbach & Davenport, 2016).
Different elements which could be noted in the second page of the menu of Soul Burger refer to the beverages and snacks provided at the burger joints. From a critical perspective the description of the ingredients has been a standard highlight of the menu design as it was able to include the description of individual ingredients used in the different burgers highlighted in the menu (Ha, et al., 2014).
The font used for the menu is normal and hence it could be clearly apprehended by the readers. Another critical advantage that can be noticed in the menu is the illustration of specific burgers which are gluten free since many individuals are allergic to gluten and therefore this factor could be considered to address the health concerns of customers. The prominent outcomes which can be associated with the menu design can be associated with the limited emphasis on beverages and side snacks and dishes while emphasizing the burger products which are prime highlights or unique product lines provided by the burger joint. The menu also describes the pricing for different additional items which could be considered as information for additional requirements of customers (Valta, et al., 2015).
The analysis of the menu of Soul Burger from the perspective of a literature review would firstly indicate references to the recently emerging academic interest in restaurant menus for determining strategic direction of business management and determination of service quality. The significant areas of research in context of the menu of food and beverage organizations refer to menu planning, menu analysis, menu design and menu pricing. The inclusion of factors such as the interpretation of menu prices by customers, item selection process in the menu by planners, evaluation of item performance and development of quality performance of items in the menu are also considered as major outcomes from the analysis of the menu. Menu design has become a prominent entity in the domain of menu research and is currently developing as a major subsection of research in menu literature. The contents of a menu are reflective of the restaurant’s capability to provide the exact claims made in the menu relating to product pricing and ingredients of the food products (Wu, Huang & Chou, 2014).
The analysis of menu of Soul Burger with respect to the three distinct components of the menu such as the type of cuisine offered in the burger joint, the number of distinct ingredients implemented in each burger, the type of food service implemented in the organization alongside the market segmentation of the existing market can be accounted as major inclusions in the menu design and therefore they can be considered as profound improvements in the menu of the organization (Chen, et al., 2015).
Menu is also associated with the description of the actual business practices of the organization. The foremost aspect which could be accomplished through the menu of Soul Burger is the illustration of gluten-free products. The emphasis of the organization on a minor detail can be considered as efficient influence on the actual business practice of the organization. Realization of the social responsibility of catering customer health concerns can be observed in the example of Soul Burger.
Similarly, food and beverage organizations could also reform their menu designs based on the factors identified above in order to address the requirements of a complex market environment. Different elements which have to be associated with the contemporary market environment in food and beverage industry refer to the rising competition and the complexities of managing diverse customer segments. Therefore, the significance of emphasizing on research on menu design and analysis in food and beverage management is imperative (Chandra, 2016).
The possible recommendations that can be provided to improve the menu design of Soul Burger include the introduction of colours and changing the menu by including graphic imagery of the burgers. Presently, the black and white menu offers a distinct appearance to the organization’s advertisement. However, it can be considered as monotonous by certain customer segments, especially the ones who order burgers from Soul Burger through the online ordering platform of the organization. It can be essentially observed that recommendations for improving the menu of Soul Burger should also include the images of the burgers since the product provided by the organization is new and unique which could create ambiguities among certain customers regarding the quality and content of the food products.
The menu could be reformed by replacing the logo of individual product brands by the product images which could appeal to the aesthetic interests of customers and thereby they could be able to ascertain that the plant-based burgers are equally delicious with varied assortment of ingredients as observed in the case of conventional burger manufacturers. It is also imperative to observe that the minimal emphasis on the side dishes and description of the pricing of beverages observed in the present menu should be improvised by removing them and adding space for a vibrant and illustrious menu depicting the unique plant-based burgers provided by the organization. Furthermore, the improvisations could also be reflective of prominent references to the increasing the font size and the style in order to acquire an appealing aesthetic appearance for the menu. While the organization is capable of reflecting on the distinct opportunities that can be accessed through the design of the menu it should also review the consequences of relying on a monotonous colour tone and texture for the menu design. Since the menu design can be considered as a prominent implication in the determination of the organization’s perception by customers and the compliance of specific claims made in the menu with the services provided actually in the burger joint.
Conclusion:
The report illustrated the different component that are essential in a menu design in context of a specific organization i.e. Soul Burger. The references to literature and identification of critical gaps as well as the significance of menu analysis can be clearly identified in the report.
References:
Chandra, T., 2016. Analysis of Effect of Proportion of Independent Commissioners, the Audit Committee, Company Size and Debt to Equity Ratio of Practice Management Profit on Food and Beverage Company Listed in Indonesia Stock Exchange. The Social Sciences, 11(13), pp.3307-3314.
Chen, E., Flint, S., Perry, P., Perry, M. and Lau, R., 2015. Implementation of non-regulatory food safety management schemes in New Zealand: A survey of the food and beverage industry. Food control, 47, pp.569-576.
Chriqui, J.F., Pickel, M. and Story, M., 2014. Influence of school competitive food and beverage policies on obesity, consumption, and availability: a systematic review. JAMA pediatrics, 168(3), pp.279-286.
Davis, B., Lockwood, A., Pantelidis, I. and Alcott, P., 2013. Food and beverage management. Routledge.
de Mattos, C.E., de Moura Pontes, M.L. and Marietto, M.L., 2016. Food and Beverage Management: Indicators for a New Field of Studies in Brazil. Podium Sport, Leisure and Tourism Review, 5(2), pp.99-119.
Eleri, J., 2013. Menus as Marketing Tools: Developing a Resort Hotel Restaurant Menu Typology. Journal of Tourism Research & Hospitality.
Grekova, K., Bremmers, H.J., Trienekens, J.H., Kemp, R.G.M. and Omta, S.W.F., 2014. Extending environmental management beyond the firm boundaries: An empirical study of Dutch food and beverage firms. International Journal of Production Economics, 152, pp.174-187.
Ha, O.K., Song, Y.S., Chung, K.Y., Lee, K.D. and Park, D., 2014. Relation model describing the effects of introducing RFID in the supply chain: evidence from the food and beverage industry in South Korea. Personal and Ubiquitous Computing, 18(3), pp.553-561.
Renton, M., Daellenbach, U. and Davenport, S., 2016. Finding fit: An exploratory look at SME brand orientation and brand management in the New Zealand food and beverage sector. Journal of Brand Management, 23(3), pp.289-305.
Valta, K., Kosanovic, T., Malamis, D., Moustakas, K. and Loizidou, M., 2015. Overview of water usage and wastewater management in the food and beverage industry. Desalination and Water Treatment, 53(12), pp.3335-3347.
Wu, P.H., Huang, C.Y. and Chou, C.K., 2014. Service expectation, perceived service quality, and customer satisfaction in food and beverage industry. International Journal of Organizational Innovation (Online), 7(1), p.171.
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