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Case Study: Asian Fusion Chophouse

Daniel Chang has recently been hired as the General Manager of the upscale Lemongrass Asian Fusion Chophouse located inside one of the most popular casinos in downtown Vancouver. The sixty $(60)$ seat restaurant & bar showcases a modern & inviting d$$cor and atmosphere, however foot traffic and food & beverage sales are usually slow. Daniel thinks that the restaurant has the potential to increase visitation and sales if a more effective and comprehensive operating approach is implemented. As a result, one of the first elements that he is planning to review is the restaurant menu $$ included below, on pages three $(3)$ through six $(6)$ with the goal to make any changes deemed necessary to improve the operation$$s marketability. To ensure the successful completion of this task, you have been hired as a F&B consultant to work alongside Daniel, so the revised, and most likely, final menu truly reflects the concept, atmosphere and sensory experience the restaurant expects its guests to enjoy.

Based on your initial reading of the menu, which elements do you think require immediate attention?

What recommendations are you going to offer Daniel to correct and$/$or remediate those?

What benefits and$/$or efficiencies do you expect those recommendations to have in both, FOH & BOH?

Using the menu engineering matrix included below, classify each menu item and provide Daniel with specific strategies to reengineer and$/$or promote those at the restaurant.