HAT302 Food and Beverage Management For Red Rooster
The purpose of this individual assignment is to develop student skills in understanding the role of menu planning and its importance in successful Food and Beverage operations. This will enable you to learn the fundamental evaluation skills and will foster further understanding of hospitality services.
Individually, you are required to review a menu from any food and beverage outlet that you frequently visit. In preparing your review and redesign document.
Answer
Overview of Red Rooster
Red Rooster was founded in 1972 is a chain of Australian fast food restaurant that specializes in serving roast chicken. The first Red Rooster store was opened in 1972, in Perth suburb of Kelmscott, Western Australia (Lasek, Cercone and Saunders, 2016). There possess a wide range of products including half roasts, whole roasts, burgers, wraps, salads, desserts, beverages, promotions formerly including Cheese and Mac and fish related products. It is owned and executed by parent company Craveable Brands (Vadiveloo et al., 2017). Its headquarters is located in Chatswood, New South Wales, Australia. From 2012 except Tasmania there were 360 stores in all the states of Australia. The number of employees in the restaurant comprises of around 7500 people. It promotes its restaurant as being quick, fresh and healthy. It provides quick delivery service to its customers where it delivers from over 220 restaurants all over Australia (Repetti and Roe, 2018). The menu concept of Red Rooster is designed to define the characteristics of the restaurants. To promote its menu concept the restaurant has created an attractive and engaging to grab the attention of customers. Therefore, it makes use of RedChilli WordPress restaurant theme to make the website more interesting and attractive. The theme comprises of various designs along with entire information based on current menu concept (Denizci Guillet, Law and Kucukusta, 2018).
Menu Review of Red Rooster
Red Rooster comprises of wide range of items in its restaurant and menu list. It specializes in preparing and serving roast chicken to its customers across Australia (Guchait, Pa?amehmeto?lu and Lanza-Abbott, 2015). The popular items of the restaurant are whole roast chicken, summer feast, chicken loaded chips, chicken and salad meal, wholesome roast, classic half, classic quarter and family roast. All these items are available in the family pack and pop family meal (Wansink and Love, 2014). The restaurants not only serve roasted chicken but also wraps, rolls, burgers, fish meals, streets ice-cream and sides and snacks to millions of customers. Some of the items are available only in the selected outlets such as chicken chippies, red rooster chip dip, lamington mouse, Mac and cheese roles and many more (Cho, Bonn and Kang, 2016). It promises to provide its customers with handcrafted items that make use of locally sourced finest ingredients overloaded with flavors. Its menu options consist of drinks menu, kid's menu, and adult menu (Denizci Guillet, Law and Kucukusta, 2018). It aims to provide fresh items to its customers at a reasonable rate. Therefore, as compared to its competitors the cost of roasted chicken is comparatively low by 10% to 20%. The nutritional value varies for different items. It promises its customers to provide nutritional items that are fulfilled with nutritional values that will be good for their health (Shimmura, Fujii and Kaihara, 2017). The food items of Red Rooster comprise of macronutrients where the roasted chicken consist of 0% cholesterol, 40% saturated fat, 7% carbohydrates, and 92% sodium.
Presently Red Rooster is facing numerous problems due to its menu design because of several reasons. Some of the items included in the menu card are not appealing and too costly which fails to attract a wide range of customers. The menu card is overloaded with roasted chicken instead of other menu options that seeks the attention of the people (Vaccaro and Huffman, 2018). The websites of its competitors are more attractive and engaging that grabs the attention of the people. Therefore, the restaurant is in need to redesign a new menu card followed by their objectives to fulfill the requirements of the customers. Therefore, the alternative menu comprises of attractive images along with items with affordable price (Cornelsen et al., 2017). It is observed that the menu card possess tiny fonts and dim lighting which makes it difficult for the customers to view the items. Hence, the newly redesigned menu consists of bold design, large fonts and bright images which will attract the customers and make them feel interesting in reading the menu options (Linassi, Alberton and Marinho, 2016).
Original and Redesigned menu blueprint of Red Rooster
Original Menu of Red Rooster
Figure: Original Menu of Red Rooster
(Source: Red Rooster, 2018)
Redesigned menu of Red Rooster
References
Cho, M., Bonn, M.A. and Kang, S., 2016. A nonlinear approach to the congruence of perceived uncertainty and information sharing with suppliers: Effects upon startup and established restaurants. International Journal of Hospitality Management, 58, pp.82-94.
Cornelsen, L., Mytton, O.T., Adams, J., Gasparrini, A., Iskander, D., Knai, C., Petticrew, M., Scott, C., Smith, R., Thompson, C. and White, M., 2017. Change in non-alcoholic beverage sales following a 10-pence levy on sugar-sweetened beverages within a national chain of restaurants in the UK: interrupted time series analysis of a natural experiment. J Epidemiol Community Health, 71(11), pp.1107-1112.
Denizci Guillet, B., Law, R. and Kucukusta, D., 2018. How do restaurant customers make trade-offs among rate fences?. Journal of foodservice business research, 21(4), pp.359-376.
Guchait, P., Pa?amehmeto?lu, A. and Lanza-Abbott, J., 2015. The importance of error management culture in organizations: The impact on employee helping behaviors during service failures and recoveries in restaurants. Journal of Human Resources in Hospitality & Tourism, 14(1), pp.45-67.
Lasek, A., Cercone, N. and Saunders, J., 2016. Restaurant sales and customer demand forecasting: literature survey and categorization of methods. In Smart City 360° (pp. 479-491). Springer, Cham.
Linassi, R., Alberton, A. and Marinho, S.V., 2016. Menu engineering and activity-based costing: an improved method of menu planning. International Journal of Contemporary Hospitality Management, 28(7), pp.1417-1440.
Red Rooster. (2018). Menu | Red Rooster. [online] Available at: https://www.redrooster.com.au/menu/ [Accessed 20 Dec. 2018].
Repetti, T. and Roe, S., 2018. Minimum wage change effects on restaurant pricing and employment. International Journal of Contemporary Hospitality Management, 30(3), pp.1545-1562.
Shimmura, T., Fujii, N. and Kaihara, T., 2017. Staff motion reduction at a Japanese restaurant by kitchen layout redesign after kitchen simulation. Procedia CIRP, 62, pp.106-110.
Vaccaro, J.A. and Huffman, F.G., 2018. Are US consumers using MyPlate and restaurant menu labels and does their use equate with dietary and exercise behavior?. Journal of Consumer Behaviour, 17(4), pp.418-425.
Vadiveloo, M.K., Malik, V.S., Spiegelman, D., Willett, W.C. and Mattei, J., 2017. Does a grill menu redesign influence sales, nutrients purchased, and consumer acceptance in a worksite cafeteria?. Preventive medicine reports, 8, pp.140-147.
Wansink, B. and Love, K., 2014. Slim by design: menu strategies for promoting high-margin, healthy foods. International Journal of Hospitality Management, 42, pp.137-143.
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