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Menu Design for a Restaurant Concept: Urban Farm-to-Table Bistro

Greg Saunders

APUS

December 1, 2024

Target Market

This new menu is most appropriate for the fast-paced urban populations, millennials and young professionals who look for fresh, local and sustainable ingredients. This group is often characterized by high education level, appreciates quality and recognized ingredients and is willing to spend more on food that fits into their healthy life style. Also, there are families looking for healthy eating options that are part of the target group of this fast-food chain. The menu should accommodate people with specific diets and lifestyles such as, vegan, vegetarians and gluten intolerance, the market targeting confirmation.

Menu Categories

· The menu will be divided into the following categories to provide variety while maintaining focus on the farm-to-table concept:

· Appetizers: Small appetizer plates meant to familiarize guests with seasonal ingredients immediately utilized across the range of offerings.

· Soups & Salads: Appetizers which are light and elegant and sometimes incorporate local vegetables and fruits.

· Entrees: The protein centered dish with an option of plant based or sustainably sourced protein being the main focus of the menu.

· Desserts: Serving both sweet and healthy desserts that are prepared using seasonal fruits and other locally sourced produce.

· Beverages: Featuring freshly squeezed juices, locally distilled spirits and the choice of organic coffee/tea.

Particularly, there will be some specialties which will vary depending on the season due to the focus on local produce from farms.

Number of Items/Category

· Appetizers: 4-6 items – A light easy appetizer menu such as the roasted vegetable bruschetta and crispy cauliflower.

· Soups & Salads: 4-5 items – a butternut squash bisque, bowls of hearty salads such as kale and quinoa with a lemon-tahini dressing.

· Entrees: 6-8 items – Main courses such as herb-crusted salmon, grilled vegetable risotto, a vegan mushroom-stuffed acorn squash, etc.

· Desserts: 3-4 items – Delicate, fruity desserts for instance, lemon sorbet with berries or warm apple crumble.

· Beverages: 5-6 choice – Fresh vegetable and fruit juice, freshly squeezed, natural ice-tea, alcoholic freshly- brewed and locally produced beers and wines.

Description of Menu Item

"Seared Herb-Crusted Salmon with Citrus-Glazed Vegetables"

A perfectly cooked, succulent wild-caught salmon fillet, garnished with crispy herbs and served alongside fresh autumnal vegetables such as roasted carrots, parsnips and brussels sprouts. Served with an orange and Lemon zest flavored dressing made from freshly squeezed oranges and lemons available in the region. This is another dish that represents the farm’s taste between the richness of the taste and tartness of the herbal ingredients.

Critique of the Menu Page

The menu is very presentable, and the divisions are well defined. Seasonal illustrations of fruits and vegetables incorporated in the designs are also effective in highlighting the theme of freshness and sustainability. However, some of them might require more subdivisions which would help the guest to orient themselves better. A nice mix of protein-centric and plant-focused items. The focal point is given rightly to the seasonal food items which complements the farm to fork concept nicely. The menu perfectly serves the interest of the target market in terms of sustainability and healthy nutritional value (Özdemir & Nebioğlu, 2018). There are also vegan, vegetarian, and gluten-free choices which will be suitable to various customers’ requirements. Also, the idea of using local and organic products works well with the image of the healthy and conscious population of cities. The menu is enough to address market needs with some improvements in the price list and more focus on the description of the sourcing of the products.

Effects of Standardized Recipes and Truth-in-Menu Regulations

Standardization of recipes is similarly effective in guaranteeing the dependability of food quality, which is vital for guest satisfaction and the brand image. For instance, through the company’s standard preparation of the “Crispy Herb Fries,” it ensures that customers are served the same tasty and crispy fries each time they are prepared. There will also be a need to pay attention to some preemption measures, especially the truth-in-menu rules of legislations that pertain to items’ description (Olgay, 2020). These concerns can be addressed by providing information about wild versus farm-sourced ingredients and not using misleading labeling such as frozen food being labeled as fresh. This will ensure the restaurant lacks legal cases and, at the same time, gain guests’ trust.

Conclusion

In conclusion, this menu design for the Urban Farm-to-Table Bistro is in accord with the target market, uses standardized recipes for the proper functional workings of the restaurant and guarantees that menu descriptions are appetizing while also being accurate. Addressing all aspects of menu planning, priorities, categories, quality standards, and descriptions, this menu brings out the best dining experience and is sustainable.

References

Olgay, P. (2020). The effect of menu design on customers’ choices.

Özdemir, B., & Nebioğlu, O. (2018). Use of menu design techniques: Evidences from menu cards of restaurants in Alanya.  Advances in Hospitality and Tourism Research (AHTR),  6(2), 205-227.

Appendix

Urban Farm-to-Table Bistro Menu

Appetizers

· Roasted Vegetable Bruschetta Toasted sourdough topped with a blend of roasted seasonal vegetables, drizzled with balsamic glaze. $8.00

· Crispy Cauliflower Bites Lightly battered cauliflower, fried to perfection and served with a spicy honey dipping sauce. $9.00

· Sweet Potato & Chickpea Salad Roasted sweet potatoes and chickpeas on a bed of arugula, dressed with a lemon-tahini vinaigrette. $7.00

· Charcuterie Board A selection of locally sourced cheeses, cured meats, and pickled vegetables, served with house-made crackers. $14.00

Soups & Salads

· Butternut Squash Bisque Creamy, velvety bisque made with roasted butternut squash, garnished with roasted pumpkin seeds and a swirl of crème fraîche. $7.00

· Kale & Quinoa Salad Fresh kale, quinoa, avocado, and cherry tomatoes, tossed in a lemon-tahini dressing. $9.00

· Seasonal Farm Salad A mix of fresh, locally grown greens, radishes, and cucumber, served with a balsamic vinaigrette. $8.00

Entrees

· Seared Herb-Crusted Salmon with Citrus-Glazed Vegetables A tender, wild-caught salmon fillet, seared and topped with a fragrant herb crust, served on a bed of citrus-glazed seasonal vegetables. $22.00

· Grilled Vegetable Risotto Creamy risotto made with fresh, grilled seasonal vegetables, finished with a touch of Parmesan cheese. $18.00

· Mushroom-Stuffed Acorn Squash Roasted acorn squash filled with a savory mixture of wild mushrooms, quinoa, and herbs. $20.00

· Grass-Fed Beef Burger A juicy, grass-fed beef patty, served with house-made pickles, lettuce, tomato, and a side of crispy sweet potato fries. $16.00

Desserts

· Lemon Sorbet with Fresh Berries A refreshing lemon sorbet served with seasonal berries and a mint sprig. $6.00

· Warm Apple Crisp A warm, spiced apple crisp topped with a scoop of vanilla bean ice cream. $8.00

· Chocolate Avocado Mousse A rich and creamy mousse made with ripe avocado, dark chocolate, and a hint of vanilla. $7.00

Beverages

· Freshly Squeezed Juices Orange, Carrot-Ginger, or Beetroot Juice. $5.00

· Iced Hibiscus Tea A refreshing herbal tea served chilled with a slice of lemon. $4.00

· House-Made Lemonade Freshly squeezed lemons, organic sugar, and water, served over ice. $4.50

· Craft Beers & Wines Local craft beers and wines available – ask your server for options. $7.00 – $10.00

Featured Dish of the Month:

"Farm Fresh Lettuce Wraps" A light, healthy appetizer featuring seasonal vegetables and local herbs wrapped in crisp lettuce leaves, served with a tangy miso-ginger dipping sauce. $10.00

Notes

We are committed to using locally sourced, organic, and sustainable ingredients in every dish. Please let your server know if you have any dietary preferences or allergies.

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