Commercial Cookery Assignment: Case Observation Of Wings on the Grill Restaurant

Question

Task:
The commercial cookery assignment consists of the following task:
Observation 1
To complete this observation task, you must identify and evaluate the food preferences of customer groups with differing characteristics and use the information to plan menus. From planning stage, you must develop and cost your menus.

Imagine you are intending to open a new food and beverage business. Give the new food venture a name and make it your own. Follow the step by step points below to describe your food venture and outline how you decided to go with the particular food type and service style. Develop a menu with costing and prices.
1. Identify and evaluate food preferences of customer groups with differing characteristics. This includes:
• Identifying customer profiles
• Analyses food preferences of customer base

2. Pre-plan menu based on customer groups and preferences. This includes:
• Generating a range of menu ideas
• Choosing menu items to meet customer preferences
• Identifying the organisations service styles and cuisines
• Provide a balance variety of dishes for food production
To cover the above points, describe the steps you would take to research your target market, develop your customer profile and identify your customer needs and wants.
Outline how this research will affect your decisions on the location of the business, the menu design, the individual dishes you will offer and the mark up and profit ratios of individual menu items.

Develop a menu based on your research.
3. Cost menus developed. This includes:
• Itemising components for food production (standard recipe cards)
• Calculating portion yields and costs from raw ingredients
• Assess cost effectiveness of proposed dishes or food production
• Price menus to ensure maximum profitability

Once you have developed your menu you will be required to cost and price your menu. You will be required to provide menu costing, yield calculations, portioning of meals, restaurant capacity, staff capabilities, availability of raw product / supplies, operating hours should all be considered in the context of cost-effectiveness and profit ratios.

To help with this you trainer can provide an electronic version of a standard recipe card to help with your costings and yield calculations. On the following pages you can find additional information on how to complete a standard recipe card to outline the above points. An example of a standard recipe card has also been provided for your reference.
4. Write the finalised menu content. This includes
• Writing menus using words and correct terminology that appeal to customers and fit in with the organisations service style
• Using words that promote appeal and sale of menu items
You now need to present your menu, in paper or electronic format. The presented menu will need appropriate heading and should use appropriate language and terminology to make the dishes attractive and appealing to your customers. It should use the correct naming conventions for dishes and describe ingredients, cookery methods and how it will be served. This will be your opportunity to be creative and have your menu show your flare for your proposed venture.

Observation 2
To complete this observation task, you must evaluate the success of the above menu you have developed by obtaining two different forms of feedback.
1. Evaluate the above menu by obtaining at least two (2) of the following types of feedback:
• Customer satisfaction discussions
• Customer surveys
• Improvements suggested by other staff members
• Staff meetings
• Seeking suggestions from other staff members

2. Provide suggestions of improvement from the feedback obtained from the above sources. To complete, select two (2) of the above feedback sources. Our suggestion is for you to create scenarios where this will take place. We also suggest you create one scenario around gaining feedback from customers and one scenario around staff consultation activities.

Once you have outlined the two (2) scenarios describe the procedures that would follow to assess the success of the menus and make appropriate adjustments.

Throughout this assessment your Trainer / Assessor will be available to provide assistance. To contact your Trainer and Assessor you can contact them at the Adelaide Institute of Commercial Cookery – CEG – Training Partnerships on (08) 8338 1492 or alternatively you can email your request for assistance to aicc@ceg.net.au and your email will be passed on to the trainer.

Answer

Background of RestaurantObserved in the Commercial Cookery Assignment
"Wings on the Grill" is a bar and restaurant with a nice environment which will be popular with their international menu. This restaurant offers live sports broadcasts to attract more customers who are sports fanatics. This pub's environment has been designed to appeal to both outdoor and indoor enthusiasts. It's close to Cardiff's main attractions. The chosen restaurant is primarily a sports bar located in Cardiff's downtown area. The total budget for operating the sports bar dining at the corporation was roughly 51000 GBP. The total amount borrowed from the bank for the restaurant's basic furniture decorating was roughly 25100 GBP.

The eatery was around 1550 square feet in size. For assistance, there has been one head chef, one assistant chef, and two cooks who will be working in kitchen. There will be four waiters, two managers, two head waiter, two janitors, and one security officers in the eatery. The restaurant also has a bar with two bartenders. The cashier and the director are not part of the core business. The director of the firm is in control of the entire operation.

Observation 1
Identify and evaluate food preferences of customer groups
This neighbourhood employs a large number of people, and the sports restaurant bar is one of the best places to relax after a hard day. Football, cricket, golf, Olympics and rugby are popular sports in Cardiff city centre. All of them will be enjoy watching sports to pass time (Bosch-Badiaet al., 2013). As a result, the sports bar provides fantastic potential for the restaurant to expand. The sports bar's target demographic is mostly those between the ages of 20 and 56. This is because the majority in this age group, both male and female, enjoy going to a sports bar.

Analysis of food preference of consumer base
The bulk of those who frequent this establishment is either employee returning from work or upper-caste members. Because the economics of the society in this place is quite favourable, there is a great opportunity for the firm to grow. The sports bar had a significant advantage due to the low cost of alcohol and beer. Beer and other alcoholic drinks can be obtained from a number of local brewers (Chernev, 2018). They can serve alcohol at a fraction of the price of other sports pubs. The cost of food is modest, with white meat being much more costly than beef. To attract both categories of customers, the sports bar should design a proper pricing plan. A sports bar's main advantage is that the customer does not have to negotiate over the price of beverages or food. There may be a rise in the number of sports-related alternatives like essentially a musical bar that attracts a broader audience than a sports bar because of the ambience.

Pre-plan menu as per the customer preference and groups
In the future, the Restaurant Sports Bar will face stiff competition. For the sports bar to be in business in the future, it must examine its pricing strategy and stay on top of its competition. Customers may obtain food and entertainment at this sports bar, which is a unique selling proposition for this sports bar. This location provides customers with free Wi-Fi for the entire year, and one of the best features of this location is the ability to watch live sports. Customers can benefit from happy hours on Tuesdays and Thursdays. These are some of the extra services that are available to customers (Dietrich et al., 2016).The management's pricing techniques are one-of-a-kind and dependable. The management intends to keep the menu prices modest until they have a substantial consumer base. Once they've reached their minimum client base, the bar will progressively boost its menu price. In addition, the marketing approach includes a package pricing strategy. If consumers purchase a large quantity of food, the bar will provide a discount.

Development of cost menu
Name of Dish: Chicken Nuggets
Total Recipe Cost: $15.5
Total Portion Cost: $ 8.2
Portion Size: Entrée
Sales Price: $10
Food cost %: 10%

Name of Dish: Chicken Spring Roll
Total Recipe Cost: $16.5
Total Portion Cost: $ 9.2
Portion Size: Entrée
Sales Price: $12
Food cost %: 11.5%

Name of Dish: Chicken Caesar Salad
Total Recipe Cost: $12.5
Total Portion Cost: $ 7.2
Portion Size: Side
Sales Price: $10
Food cost %:9.5%

Name of Dish: Lamb Chops with BBQ sauce
Total Recipe Cost: $30.5
Total Portion Cost: $ 27.2
Portion Size: Main
Sales Price: $35

Food cost %: 11.5%

Name of Dish: Chicken Sizzlers
Total Recipe Cost: $30.5
Total Portion Cost: $ 27.2
Portion Size: Main
Sales Price: $35
Food cost %: 11.5%

Observation 2
Two types of feedback
Customer Satisfaction discussion
Providing a high-quality product and service at a reasonable price is a competitive priority and maintaining consistency to suit consumer needs. The pricing needs to be measured properly so that it is less expensive than other bars and pubs (Dombrowski et al., 2016). The strategy created by the owner will assist the sports bar in attracting both existing and new clients. During the first six months, the sports bar had to put its finances on hold to attract clients by offering low pricing. They will be able to increase the price and quality of the meal correspondingly after capturing the targeted client, which will benefit them in the future.

However, acquiring customers is difficult, so businesses must first understand their fundamental needs and devise a strategy to exceed their expectations.Customer management is critical for every company plan, and the sports bar should take this into account (Heizer, 2016). Management must devise a training and development strategy to uncover the industry's fundamental strengths: full-skilled personnel. To achieve the organization's aim, customer service should be tailored to the needs of the customers.

Finally, the bar should provide more value to customers to maintain the industry's level of competition.Once the target demographic has been identified, the sports bar must position its service and product in response to client demand. It will help the sports bar increase income and expand in the future. The topic of the marketing mix is the next phase covered in this research. This sports bar would further construct its marketing mix, which comprises its product price and advertising approach, based on its target consumer. These three pieces are the most significant aspects of any marketing strategy, and the future growth of this bar will be determined based on this planning.

Staff Meetings
The regular strategy will assist an organisation in completing day-to-day tasks to keep it going on the correct path. Many firms fail to plan from the top-down. Thus, developing a functional level strategy would be beneficial. The execution of action demands company plans are aided by functional level strategy on a regular basis (Glowik, 2016). The importance of a relationship to the business unit and department cannot be overstated. It also specifies how functional goals will be accomplished and assessed in the future.

Improvement from obtained feedback
The customer driver strategy aids in meeting the requirements of the target customer. An organisation must be able to adapt to changes in the environment and generate new plans. A business should be able to assess market trends to spot emerging trends (Grant, 2016). This will lessen the market's potential dangers. Because live streaming of games can occur anytime during the day, this sports bar is open seven days a week and 24 hours a day. Every major sports event are considered as the peak hours for the restaurant because the number of visitors will be high. This sports bar will be able to observe a consistent increase in client loyalty and growth. The sports bar will employ any social media site as a communication channel. Various research implementation issues have been discovered as a result of this (Hanssens and Pauwels, 2016). Finally, the corporate strategy, corporate strategy, and functional strategy have all been explored as various levels of strategy for this firm. These three tactics are critical in maintaining the sports restaurant's operation plan. For this reason, the staff needs to be well coordinated using a strong communication plan.

Reference
Bosch-Badia, M.T., Montllor-Serrats, J. and Tarrazon, M.A., 2013. Corporate social responsibility from Friedman to Porter and Kramer. Theoretical Economics Letters, 3(03), p.11.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Dietrich, T., Rundle-Thiele, S. and Kubacki, K., 2016. Segmentation in Social Marketing. Springer Singapore:.
Dombrowski, U., Intra, C., Zahn, T. and Krenkel, P., 2016. Manufacturing strategy–a neglected success factor for improving competitiveness.Commercial cookery assignmentProcedia CIRP, 41, pp.9-14.
Glowik, M., 2016. Market Entry Strategies: Internationalization Theories, Concepts and Cases of Asian High-Technology Firms: Haier, Hon Hai Precision, Lenovo, LG Electronics, Panasonic, Samsung, Sharp, Sony, TCL, Xiaomi. Walter de Gruyter GmbH & Co KG.
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Hanssens, D.M. and Pauwels, K.H., 2016. Demonstrating the value of marketing. Journal of Marketing, 80(6), pp.173-190. Heizer, J., 2016. Operations Management, 11/e. Pearson Education India.