INTRODUCTION
This is a group project assignment that has been assigned by our lecturer in-charge in Menu Engineering Subject, Chef Syuhairi. This project has been conducted by Asian Tourism International College student Rome Ronely M. Castillo from DCA 05/09.
The purpose of this project is to make a menu based on Chinese theme restaurant’s menu. Our restaurant’s name is Dragon Huts. The project is consist of the theme of the menu, types of menu, background of the restaurant, the target market, restaurant and kitchen layout, personal capacity, equipment capacity, the menu merchandising, and menu engineering.
METHODOLOGY
The methodology of the assignment is based on:
Field Research
1. Pay a visit to Jesselton Point, Kota Kinabalu.
2. Observing restaurants that sell Chinese food and take their menu as reference.
Desk Research
1. Research information from the internet.
2. Referring information from Menu Engineering student notes.
3. Discussion among group members.
CHAPTER 1: THEME OF MENU
1.1 THEME
We have chosen Chinese cuisine as the menu for Dragon Huts. Chinese cuisine is one of the fast growing cuisines in the world and yet it is basically known by people around the world. Thus, by choosing Chinese cuisine for our restaurant, we can get more customers and eventually gain much more profit. Other than that, Chinese foods are also diverse and unique in its way.
CHAPTER 2: TYPES OF MENU
2.1 ALA CARTE
We chose ala carte as the type of menu for Dragon Huts. Ala Carte is a menu with a separate price for each item on the menu. And this menu is more to pricing system than a menu style, an ala carte menu is not defined by how long it remains the same, but by how the customer orders. This is a good technique for restaurants to earn higher profits on inexpensive side items such as potatoes. A true ala carte dish should be cooked to order and the customer should be prepared to wait for this service.
CHAPTER 3: BACKGROUND OF RESTAURANT
3.1 INTRODUCTION
Dragon Huts Restaurant is located at the Jesselton Point, Kota Kinabalu (as shown in picture below), which facing the South China Sea. This compact capital of the state of Sabah is also the International gateway to East Malaysia. Only 20-25 minute from the Kota Kinabalu International Airport. We have chosen this location because of the restaurant will sits in the hub of the vibrant business, shopping and the entertainment districts and the place strategic to gain more profit our restaurant.
And we will open from 8am in the morning until 11pm at night every day. By that time, we will serve breakfast, lunch and dinner to the customers that come to Dragon Huts while they can enjoy the sea view of South China Sea.
CHAPTER 4: TARGET MARKET FOR DRAGON HUTS
4.1 TARGET MARKET BACKGROUND
| MARKET SEGMENTATION- DRAGON HUTS | ||
| AGE | GENDER | |
| MALE | FEMALE | |
| 15- 25 | 15 | 15 |
| 26 - 35 | 40 | 40 |
| 36 - 45 | 30 | 30 |
| 46 - 55 | 10 | 10 |
| 56 - 60 | 5 | 5 |
AGE-GENDER SEGMENTATION
Menu target marketThe segmentation has shown that the age in between 26-35 and 36-45 receive the best result from both male and female customers in Dragon’s Hut Restaurant. This shows that the size and growth in these two segmentations are greater than the other segmentations in the same category. Firstly, the restaurant was place in a center of work place. Secondly, the people in the place were mostly at average age or workers age like in the age of 26-45. Thirdly, the place of the restaurant’s surrounding is growing with people since it is in the center of town. The product, most of the people choose Beef & Broccoli Lo Mein with Ramen Noodles, and Har Gaw because the menu is so popular and many people prefer it than the other products of the restaurant.
AGE-INCOME SEGMENTATION
| MARKET SEGMENTATION- DRAGON HUTS | ||||
| AGE | INCOME | |||
| LESS THAN 1000 | 1001-1500 | 1501-2000 | MORE THAN 2000 | |
| 15-25 | 5 | 10 | 15 | 0 |
| 26-35 | 0 | 10 | 30 | 40 |
| 36-45 | 0 | 10 | 20 | 30 |
| 46-55 | 0 | 0 | 5 | 15 |
| 56-60 | 0 | 0 | 0 | 10 |
Menu target marketThe segmentation has shown that the age between 26- 35 and 36-45 once again receive the best result on having the income around RM1501-RM2000 and also more than RM2000. This shows that most of the target markets are workers in the center of Kota Kinabalu town. Firstly, the size of graduated workers and professional workers are much higher since it is in the center of town. Secondly, the surrounding place is a growing place where most graduated people work there. Thirdly, most of the jobs surrounding the restaurant favor for educated worker and professional worker. The product, most of the customers favor Beef & Broccoli Lo Mein with Ramen Noodles, and Har Gaw because the price are much more reasonable than the other products in the restaurant.
CHAPTER 5: KITCHEN & RESTAURANT LAYOUT
5.1 KITCHEN LAYOUT
This will be the kitchen layout for Dragon Huts restaurant. There will be work table, clean dish table, dishwasher, sinks, steam table, fryer, cooler, mixer, refrigerator, freezer and storage room.
5.2 RESTAURANT LAYOUT
This is the restaurant layout for Dragon Huts. It is 800 square feet. It consists of 6 tables of table for two, 5 tables of table for four and 3 tables for table for six. There is also cashier counter, beverage bar and washroom.
CHAPTER 6: PERSONAL CAPACITY
This restaurant will be measured in 800 square feet and it can fit in maximum of 50 persons in one time. We will have 30 workers in this restaurant which are 5 chefs (which consist 1 Executive Chef, 1 Sous Chef, & 3 Chef de Partie), 11 kitchen helpers, 12 waiters and waitress and 2 cashiers.
CHAPTER 7: EQUIPMENT CAPACITY
In our restaurant, our equipment capacity can fit in 13 tables for the customers, where we have divided the tables into three different seating ways (table for two, table for four & table for six) which are 6 of table for two, 5 of table for 4 and 3 of table for six. There are also places for our beverage bar, utensils (spoons, forks & more) section and a corner for our cashier.
Meanwhile, in the kitchen we going to have a long clean dish table, commercial dishwater, soiled dish water, three compartments sink with drain boards, head sink, a long working table, prep sink with air break, stem table, range, deep fat fryer, exhaust hood, storeroom with shelving, janitor and utility sink, walk in cooler, counter with storage, mixer, refrigerator, freezer.
CHAPTER 8: MENU MERCHANDISING
8.1 INTRODUCTION
Menu is essential for any food institution to attract customers and yet to inform what they serve in the restaurant. A menu needs to be clean, attractive and easy to read. Too many designs on the menu will make it less interesting and make customers not interested in knowing the menu. Menu is also one of the most important sales tools in any establishments.
8.2 MENU MATERIALS, COLOUR, FONT & GRAPHIC FOR DRAGON HUTS
As for Dragon Huts, we have chosen a Chinese theme background for the menu, as it reflects the Chinese foods we will serve in the restaurant. We chose to print the menu which contains a front and a back page of food & beverages list. Then, we will laminate the menu to make it more need and to make sure it is clean all the time. For the colour, we used striking colour like red to attract the customers’ interests. Other than that, we also use black & purple to make the menu more attractive.
While for the font of the menu, we have chose Kristen ITC, Magneto, Lucida Calligraphy, & Comic Sans MS because these fonts are suitable to make the menu look nice and interesting.
And for the graphic used in the menu, we used pictures of foods as we are serving food in the restaurant. And those pictures also add more colours to the menu which eventually make the menu attractive.
First page of the menu shown is only food items that are sold in the restaurant.
Second page of the menu will show the list of beverages sold in Dragon Huts.
8.3 INGREDIENTS USED IN A DISH
We serve Kung Pao Chicken in Dragon Huts as it is one of the popular dishes of Chinese cuisine. Kung Pao Chicken uses ingredients like black or red rice vinegar, dried red chili peppers and also peanuts.
CHAPTER 9: MENU ENGINEERING
9.1 MENU ENGINEERING FOR FOOD
| Menu Item Name | Number Sold | Popularity % | Item Food Cost | Item Sell Price | Contribution Margin | Total Cost | Total Revenue | Total Profit | Contribution Rating | Demand | Menu Item Class |
| Yangchow Fried Rice | 100 | 6.54 | RM1.95 | RM5.00 | RM3.05 | RM195 | RM500 | RM305 | Low | High | Plowhorse |
| Beef & Broccoli Lo Mein with Ramen Noodles | 100 | 6.54 | RM1.50 | RM6.00 | RM4.5 | RM150 | RM600 | RM450 | High | High | Star |
| Char Kway Teow | 98 | 6.41 | RM1.50 | RM5.00 | RM3.50 | RM147 | RM490 | RM343 | Low | High | Plowhorse |
| Kung Pao Chicken | 70 | 4.58 | RM5.00 | RM8.00 | RM3.00 | RM350 | RM560 | RM210 | Low | Low | Dog |
| Mandarin Sesame Duck | 55 | 3.60 | RM7.00 | RM10.00 | RM3.00 | RM385 | RM550 | RM165 | Low | Low | Dog |
| Beef & Pepper in Black Bean Sauce | 45 | 2.94 | RM5.00 | RM9.00 | RM4.00 | RM225 | RM405 | RM180 | Low | Low | Dog |
| Hunan Lamb | 45 | 2.94 | RM6.45 | RM11.00 | RM4.60 | RM290.25 | RM495 | RM249.75 | High | Low | Puzzle |
| Steamed Fish with Ginger & Spring Onion | 55 | 3.60 | RM7.00 | RM12.00 | RM5.00 | RM385 | RM660 | RM275 | High | Low | Puzzle |
| Butter Prawns | 40 | 2.62 | RM8.00 | RM15.00 | RM7.00 | RM320 | RM600 | RM280 | High | Low | Puzzle |
| Onion & Ginger Crab with Egg | 50 | 3.27 | RM7.20 | RM13.00 | RM5.80 | RM360 | RM650 | RM340 | High | Low | Puzzle |
| Fried Wonton | 140 | 9.16 | RM1.45 | RM4.00 | RM2.60 | RM203 | RM560 | RM497 | Low | High | Plowhorse |
| Spring Roll | 150 | 9.81 | RM1.00 | RM3.00 | RM2.00 | RM150 | RM450 | RM300 | Low | High | Plowhorse |
| Har Gaw(Shrimp Dumpling) | 150 | 9.81 | RM1.50 | RM5.00 | RM3.50 | RM225 | RM750 | RM675 | High | High | Star |
| Egg Drop Soup | 100 | 6.54 | RM2.00 | RM6.00 | RM4.00 | RM200 | RM600 | RM400 | Low | High | Plowhorse |
| Winter Melon Soup | 70 | 4.58 | RM3.20 | RM7.00 | RM4.80 | RM224 | RM490 | RM336 | High | Low | Puzzle |
| Hot and Sour Soup | 60 | 3.92 | RM4.00 | RM7.00 | RM3.00 | RM240 | RM420 | RM180 | Low | Low | Dog |
| Four Treasure Sweet Soup | 65 | 4.25 | RM2.50 | RM5.00 | RM2.50 | RM162.50 | RM325 | RM227.50 | Low | Low | Dog |
| Sweetened Taro Cream with Sago | 50 | 3.27 | RM1.65 | RM4.00 | RM2.35 | RM82.5 | RM200 | RM167.50 | Low | Low | Dog |
9.2 MENU ENGINEERING FOR DRINKS
| Menu Item Name | Number Sold | Popularity % | Item Food Cost | Item Sell Price | Contribution Margin | Total Cost | Total Revenue | Total Profit | Contribution Rating | Demand | Menu Item Class |
| Coffee | 200 | 16.38 | RM0.50 | RM1.50 | RM1.00 | RM100 | RM300 | RM200 | Low | High | Plowhorse |
| Tea | 250 | 20.47 | RM0.30 | RM1.50 | RM1.20 | RM75 | RM375 | RM300 | Low | High | Plowhorse |
| Milo | 150 | 12.29 | RM0.30 | RM1.50 | RM1.20 | RM45 | RM225 | RM180 | Low | High | Plowhorse |
| Grass Jelly | 79 | 6.47 | RM0.50 | RM1.50 | RM1.00 | RM39.50 | RM118.50 | RM79 | Low | Low | Dog |
| WheatGrass | 70 | 5.73 | RM0.50 | RM1.50 | RM1.00 | RM35 | RM105 | RM70 | Low | Low | Dog |
| Barley | 50 | 4.09 | RM0.50 | RM1.50 | RM1.00 | RM25 | RM75 | RM50 | Low | Low | Dog |
| Chrysanthemum | 100 | 8.19 | RM0.50 | RM1.50 | RM1.00 | RM50 | RM150 | RM100 | Low | Low | Dog |
| Wintermelon | 90 | 7.37 | RM0.50 | RM1.50 | RM1.50 | RM45 | RM135 | RM135 | Low | Low | Dog |
| Dragon Tea | 55 | 4.50 | RM3.75 | RM7.00 | RM3.25 | RM206.25 | RM385 | RM178.75 | High | Low | Puzzle |
| Steel Godness Tea | 50 | 4.09 | RM4.00 | RM7.00 | RM3.00 | RM245 | RM350 | RM150 | High | Low | Puzzle |
| Po Bi Tea | 60 | 4.91 | RM3.70 | RM6.00 | RM2.30 | RM222 | RM360 | RM138 | High | Low | Puzzle |
BIBLIOGRAPHY
Internet
Book
1. Menu Engineering student notes.
2. Chinese: The Essence of Asian Cooking, Linda Doeser, 2003, Hermes House.
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