For our assignment, we have chosen this restaurant as our subject for analysis.

Please note the owner of the establishment was apprehensive when we approached him for an interview and any information presented in this report may be deemed insufficient.

Part A
Benji Lee started BBQ@BENJIS 5 years ago on the ground floor of an apartment block where there is ample parking space in Petaling Jaya and this eatery relaunched in April 2011. The address are as follows:
BBQ@BENJIS, AG-6, Ground Floor, Block A, Happy Mansions, Jalan 17/13, Petaling Jaya

The owner himself already has 10 years of experience in the Food and Beverage industry. According to sources from The Star, he quoted in the daily newspaper as saying When I was studying overseas, I worked part time as sous chef and later a chef. The direct competition posed within the general area is a caf called the MM caf which is also located on the ground floor of the same apartment block but has since declined to be interviewed. But after observing the menu, we acknowledge this to be direct competition with BBQ@Benjis because of the similar dishes available. There are other small scale eateries called Mamak Shops situated within the apartment compound which may impose indirect competition upon our subject restaurant. Mr. Lees cuisine of the restaurant is based upon traditional Malaysian home-style cooking, pasta and also traditional Western barbecue techniques for meat and poultry. It can be assumed that his establishment is a semi-specialty restaurant. Offerings categorized in Malaysian homestyle cooking in his menu include Malay and ethnic Nyonya cuisine. On our first visit, Mr. Lee informed us that his menu is subject to change once every 3 to 6 months, but the type of cuisine stated earlier, signature dishes and bestsellers are maintained. The owner also told us the reason why he set up this type of business was because he wanted to offer five-star quality for three star prices. Therefore he has a slightly different approach to running his restaurant. Example, he emphasizes a doctrine of concentrating on dishes that he is best at preparing. Because of this, the number of entrees is only 3 more that the list of starters. To simplify the menu, he grouped the soups into the the starter category. He also has a separate beverage menu with (in our opinion) a limited list of drinks which consists of ice blended fruit drinks, coffee, tea, beer, wine and plain water. Even so, we ordered a few ice blended mochas which we found out to be quite exceptional. As mentioned earlier, Mr. Lee concentrates on dishes he knows best. So in terms of variety the menu is quite limited where food temperature of most items are hot and not a narrow range of products were used. All entrees are divided between the titles of Pasta, BBQ Meal(served with coleslaw and mash), and Nasi Lemak. Diners can have the option of ordering extra accompaniments. Mr. Lee told us customers would frequently order a set meal and an a la carte serving of his signature barbecued items. There are also several items and an ethnic Nyonya meal

package that customers can order a few days in advance. This is where all 7 of the Nyonya dishes are showcased. Desserts are not available on the printed menu and depends on the chefs recommendation. There is frequent cross-utilization of ingredients for different dishes. Most of them occur in the preparation of barbecued items. In Malaysia, where the majority of restaurants and eateries are frequented by people of varying age, eating habits, social and economical background, the clientele is not much of an issue compared to food costing. From our observation in Mr. Lees restaurant, not only do young working individuals dine in this establishment, senior citizens, children and middle-aged men and women also dine in the evening.

Part B(1)
For this part of the question, we chose 2 items to be included in the menu which is the Caesar Salad and the Club Sandwich. We believe the menu from BBQ@Benjis lacks a vegetable element, by including the Caesar Salad we can cater to customers who prefer not to have meat or poultry during their visit. This dish can also be adapted to cater to meat eaters who would like to keep a healthy diet by topping the salad with slices of grilled chicken. The reason why we would like to include the Club Sandwich is the same as for the Caesar Salad. The sandwich can serve as a lighter option for customers who may prefer something else other than barbecued items. The following are photographs of the food and beverage menus of BBQ@Benjis, the direct competition of the restaurant, MM caf and the suggested standard recipe of the Caesar Salad to be included in the menu.