module specification

LT5F23 - Menu Planning and Product Development (2024/25)

Module specification Module approved to run in 2024/25
Module title Menu Planning and Product Development
Module level Intermediate (05)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 300
192 hours Guided independent study
90 hours Scheduled learning & teaching activities
18 hours Placement / study abroad
Assessment components
Type Weighting Qualifying mark Description
Coursework 50%   Individual essay (2,500 words)
Group Coursework 50%   Group written report (4,000 words)
Running in 2024/25

(Please note that module timeslots are subject to change)
No instances running in the year

Module summary

This module (Module code LT5F21GN) will introduce students to the principles and objectives of menu planning and new product development within food and beverage operations.  It will examine the processes of market research, new product development and management, and evaluating consumer response. Students will apply these skills to improve their project management techniques and to develop new menus.

The unit will utilise a range of hospitality scenarios to explore the development process from a broad consumer perspective, which will include cultural, physiological, psychological, socio-economic, demand and other dimensions.  This unit will also provide an application of market research to the process. This will include competitor analysis as well as design and promotional strategies all of which contribute to the success of the overall process.

Students will apply newly acquired management skills to develop new menu production and services.

This unit provides opportunities to investigate and develop creative and innovative menus to meet current trends and customers’ requirements and to analyse menus and related products and services.

This is a 30 credit module and will be delivered using series of lectures, group tutorials, individual tutorials and practical workshops conducted by marketing executives from the different hospitality organisations. The students will be able to gain relevant employability skills through familiarisation tours to different marketing departments of hospitality businesses. 

Assessment of this module will be based on group and individual coursework.

Module aims

This module aims to:
• Enable students to examine the key concepts of menu planning and new product development as part of a business strategy. 
• Encourage students to apply the skills and techniques learned in developing new and existing products.
• Give opportunities to students to review menus and processes using locally sourced ingredients within a strict food policy which ensures ethical, sustainable procurement of all food.


• Menu development: principles of menu planning; types of menu; menu balance.
• Menu considerations: factors e.g. taste colour, texture, portion size, temperature, and appearance, commodity planning and seasonal factors.
• Menu options: coffee shop, bar or lounge; executive lounge and fine dining; leisure and recreational areas; employee dining; conferencing and banqueting and room service.
• Menu compilation and design: menu structure; language; menu writing and layout; merchandising.
• Menu pricing:  menu pricing applications; special pricing considerations; pricing beverages and adding value.
• Menu analysis and profitability: menu analysis; menu popularity index; profit maximisation; customer spending.

Learning and teaching

The module will be delivered through weekly teaching sessions in the form of 14 lectures, 14 group tutorials, 2 workshops by industry experts and 2 Hospitality industry familiarisation tours.

The lectures will aim to focus on theoretical knowledge and understanding whereas group tutorials will focus on the application and analysis of this understanding using a variety of means including case studies, problem solving and debates.

Industry experts with vocational skills and student workshop experience will be invited as guest speakers during direct learning time for 2 workshops (of a total duration of 7 hours) with a focus on vocational skills and employability issues.

Students will be expected to visit restaurants, establish contact with staff and collect their menus with the view to understand factors and techniques influencing the design and pricing of the menus.

Learning outcomes

On completing the module students will be expected to be able to:
1. Analyse the factors that influence menu design.
2. Be able to design an ethical, environmentally friendly and healthier menu based on locally sourced ingredients.
3. Understand and apply techniques of menu costing and pricing.


Core textbooks:
• Cousins, J., Lillicrap, D., and Weekes, S., (2014), Food and Beverage Service. 9th ed. London: Hodder Education

Recommended textbooks:
• Davis, B., and Lockwood, A., (2014), Food and Beverage Management. Oxford: Butterworth-Heinemann.
• Fuller, J., and Waller, K., (2014), The Menu: Food and Profit. Cheltenham: Stanley Thornes.
• McVety, P., J., (2008), Fundamentals of Menu Planning. 3rd ed. John Hoboken: Wiley & Sons
• Arduser, L., (2003), Food Service Menus: Pricing and Managing the Food Service Menu for Maximum Profit, (The Food Service Professional Guide to Series 13). Atlantic Publishing Group Inc

Journals, Electronic Resources and Periodicals:
• Current Issues in Hospitality
• International Journal of Contemporary Hospitality Management
• International Journal of Hospitality Management
• Journal of Hospitality & Leisure Marketing
• Journal of Hospitality, Leisure, Sport & Tourism Education