Creating A Menu & Service Concept

In recent years, the map of culinary world in the author’s hometown – Vietnam - was rare in fine-dining restaurant which serves high-quality food and service operation. Taking that into consideration, the author desires to bring a new breeze, a new concept into the restaurant section in Vietnam. Understanding the importance of being creative and innovative in changing culinary world, the author has decided to take a step in creating menu and service concept for the author’s own future business. The main purpose of this thesis is to produce a tasting menu, service blueprint which is based on service concept terminology. Furthermore, the author also sets a goal to emphasize on how an effective menu exerts a remarkable impact on customers’ behaviours and how they automatically do the marketing for restaurants. Furthermore, this thesis paper will be also a really essential source of the author’s future business idea. It plays a key role in maintaining the author’s ideas and it functions as a firmly-made base for the author in the future. In this thesis, the author made use of semi-structured interview with one of the head chefs in 1-star Michelin restaurant. The purpose of this semi-structured interview is to acquire useful experience, inspiration from the professional chef, to seek for solutions for the problems when planning a menu. Additionally, the author also conducted a menu tasting week to test the feasibility of the menu. Plus, observation was also executed at the same time with the project. From those development tasks, a service blueprint will be created. The outcome of this thesis is to design a menu which can appeal and pamper the most difficult taste of modern eaters and to create a service blueprint environment in which that designed menu is used. The author has perception of great importance of a menu that can sell effectively and a service concept that can comfort customers in the dining premises, which is currently lacking in author’s homeland - Vietnam. So, this thesis outcome will support and give solutions to that issue