Posted: September 8th, 2022

This assignment asks you to perform a critical analysis of a menu identified from an existing restaurant (e.g., quick service, fast casual, casual dining, or upscale fine dining)

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OVERALL DESCRIPTION
This assignment asks you to perform a critical analysis of a menu identified from an existing restaurant
(e.g., quick service, fast casual, casual dining, or upscale fine dining). A menu critique is performed to
evaluate the strengths and weaknesses of the selected menu according to relevant course subjects (e.g.,
menu planning, design, pricing strategy, menu psychology, etc.) and theories to advance the current menu
performance.
PAPER FORMAT AND OUTLINE (50 Points)
1. Major Body of the Critique
a. Introduction to the restaurant (5 pts)
Please provide the background information of the restaurant selected, which includes the
name, the location, type of cuisine (e.g., American, Italian, French, Mexican, Thai, etc.)
scale of the restaurant (e.g., quick service, fast casual, casual dining, or upscale fine
dining), type of meals served (e.g., breakfast, lunch, and dinner), and seating capacity.
You can also include additional details that are relevant for menu analysis.
b. Strengths of the menu (15 points)
Provide a discussion of the major strengths of this menu from multiple aspects (≥ 3) such
as layout and design, menu psychology, pricing strategy, items offered. The course
materials are good resources to assist you to perform this analysis. However, you may
also consider the background information of the restaurant to evaluate the
appropriateness of the menu. For example, soufflé is a popular dessert, but it may not be
smart to serve at a fast food or fast casual restaurant.
c. Weaknesses of the menu and recommendations (15 points)
Provide a discussion about the flaws of the menu or areas (≥ 3) for future improvement
and why they are considered flaws/weaknesses. This discussion should identify issues
that are related to menu development, design, psychology, pricing strategy, etc. The
proposed actions should be aligned with the brand and operational constraints of the
restaurant. If you are the manager of this business, how do you solve these problems and
improve?
2. Attachment (10 pts)
Please attach a colored photo of the menu. High resolution is preferred, and your photo should be
able to present the layout, design, color, and menu items legibly. This attachment is very
important which allows your instructor to clearly understand your critique and evaluate the rigor
of your assignment.
3. General format (5 pts)
This paper must be double-spaced (2-4 pages) and written in 12-point type (Times New Roman
Font) with standard margins.

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