In the section on learning outcomes, the author discusses her professional development and highlights and criticisms of the profession and the process of writing a diploma thesis. She lives in the area and noticed that restaurant services are limited to a pizzeria and a karaoke pub.
Definition of a product concept
New-product development strategy
The new product development process is described step by step in order to create a clear picture of how products grow from ideas to actual final products or services sold to customers.
New-product development process
To support the product launch, a product brochure or product poster can be created to draw attention to the new product. Launching a news media campaign or targeting industry journalists can help to attract positive attention to the product.
Steps for menu planning
One valuable study before planning the menu is to study the current trends in food fashion. When conducting market research and deciding on the style of the menu, careful consideration should be given to who will prepare the actual detailed menu.
Definition of a brunch
The cold climate and isolation in the past have shaped the kitchen into what it is today. This chapter presents the history of Scandinavian food culture, sorts out the most important characteristics and discusses why it is relevant to choose a Scandinavian theme for a brunch menu.
History
Key characteristics
They enjoyed mutton; cheese, cabbage, apples, onions, berries and nuts, and all of this is still a staple of the Scandinavian diet. For hundreds of years, many of the recipes used today were not written down, but handed down, like folk ballads, by word of mouth.
Why choose a Scandinavian theme for the brunch?
The first berries of the summer, for example blueberries, cloudberries and strawberries, mushrooms, and tiny new potatoes almost become a holiday in themselves. (Vikingrune 2013, Npr 2015). To know what is happening in the restaurant market and to see what the competition is, this chapter is about market research in Helsinki.
Brunch as a trend
Study of restaurants serving brunch in Helsinki
The menu consists of different breads and croissants, cold meats and cheeses, yogurt, muesli, juices, smoothies, vegetables and fruits, eggs, sausages and smoked fish, finished with a variety of different pastries and pancakes. Starters and desserts are served from a buffet table and the main course is chosen from the menu (usually three different options) and served on plates. Dylan does not publish their brunch menus on their website or social media so the findings about the menu are basically based on.
Bistro O mat serves lunches and dinners to order, brunch on Sundays, and they also have catering. The style of the menu is very similar to lunch and there is almost no influence from breakfast. The menu seems to be carefully planned with high quality ingredients and not very extensive.
The use of Finnish, local ingredients is clearly indicated by mentioning the name of the producer in the menu. I prepared this table to easily and clearly show the differences between the restaurants studied regarding whether the brunch is served on both days of the weekend, price and specialties.
Comparison and competition with Min Krog
Krog en KlausK and Bistro O mat is also that the competitors have served a main course with their brunch, which also explains the higher price. Therefore, Bistro O mat is the most likely competitor to Min Krog as both places are located at. On the other hand, even though Bistro O mat has a good reputation with high quality products, the concepts are different.
But Bistro O mat has a more gourmet spirit and the plated main course makes all the difference for Min Krog. The difference in price is also a differentiating factor and I think, for example, families come to Min Krog more often because it has a decent range. I can imagine that Bistro O mat tempts more people on special occasions like wedding anniversaries and birthdays.
Sundsberg is expanding with new houses all the time and Min Krog is the only restaurant there. The purpose of this chapter is to give the reader a clear description of the process of how brunch was created from scratch.
Introduction of the company
This chapter will introduce the whole process from the beginning to the end of how the idea of the brunch, and the topic of this thesis was formed and how the product and the writing process was carried out. I was asked to become the restaurant manager for the Bistro Café Min Krog which opened in April 2013. The building where Min Krog was opened is called "Pehtorin talo", which is the old steward's house of Sundsberg manor.
The building is one of the two remaining buildings of the residence complex and is protected by the Museovirasto. Min Krog seats 32 customers in the dining area and a kitchen that is not much bigger or better equipped than a normal home kitchen. Min Krog sells cafe products such as sweet and savory pastries, various coffees, juices, ice cream and soft drinks.
Since then the concept has been refined and nowadays Min Krog offers buffet-style lunch on weekdays and brunch on weekends. Min Krog is also available for private events and many birthdays, graduation parties, baptisms and even a wedding have been held there.
The thesis process
The Sundsberg Mansion was occupied by the Soviet Union after World War II as it is located in the occupied Porkkala area. When the restaurant opened, salads, bagels, and baguettes were also available that were made to order. I decided to limit finances and calculations from my thesis because I didn't want the thesis to be too broad and because finance is not my strongest field.
My original plan was to write the thesis in November and December 2013 and return the final version before Christmas 2013. In the beginning of the year 2014 I slowly wrote about half of this thesis, but the project was halted again for many months in the spring. In August 2014 I finally pushed myself to restart the active writing process as I wanted to hand in the thesis at the end of September.
In October I left Finland for three months to travel in Southeast Asia, and the thesis was put on hold. The final form of this thesis was ready and returned at the end of August 2015.
Planning and implementation process of the product
I planned the menu somewhat a week before the brunch when I got the inspiration for Scandinavia. The drinks were set to be the same as what we usually have in the morning. The brunch took place on Sunday, so I had to start the process last Thursday.
I only had a few table reservations for the day and the breakfast wasn't that busy in the end, which was probably affected by the fact that the weather was really bad that day for example. We usually had at least two people working during brunch, but that day I was working alone. New product development theory was chosen to support the fact that brunch was a new product for the company, menu planning theory to establish the basics of the importance of high quality menu planning, and Scandinavian cuisine to provide background for the menu theme.
The market study of four different brunches served in Helsinki and Kirkkonummi provided valuable information about the brunch competition. Attached you will find the menu and recipes along with the pictures of the dishes served during brunch at Min Krog.
Personal development
In the process description, the method of making the product and this thesis is explained. A big part of the marketing was kind of word of mouth and I spent a lot of time talking to customers in the beginning. I also learned the history of the building and what role it used to play because many customers asked about it.
Menu planning became accurate when the brunch started because we decided to have a versatile and varied menu. In practice, this meant that I would not order food items too expensive compared to the price of the brunch. In the end, I think I made a lot of professional progress during the time I worked at Min Krog and did the brunches.
All in all, I don't think that restaurant manager's title is the most suitable for me in the restaurant field. I am most satisfied with my job when I can plan in the kitchen, create and make the high quality food product and then the staff, talented in customer service, deal with the customers.
Improvement ideas and criticism towards the product and my performance 33
I also used a few new recipes that could have been improved if the brunch were to be made again with the same dishes. The menu could also have been planned in such a way that the preparation would have been faster to improve the cost effectiveness of the brunch. When the Scandinavian brunch took place in Min Krog, the restaurant marketing could also have been done more effectively.
If you compare it to the Scandinavian brunch that had under 30 customers, the positive development is inevitable. Brunch has evolved since I produced the Scandinavian brunch to include more dishes in order to have a more spacious buffet table. Following food trends is also important for brunch, so that the product does not become old fashioned.
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