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TOPIC: SURPRISE PACKAGE
1.0 EXECUTIVE SUMMARY
The aim of this paper is to make a critical analysis and review about the article titled
Surprise Package written by Laura Yee, senior editor for Restaurants and Institutions
publications. Based on our reading and understanding about this article, it is about the
evolution of pasta creation in making a new transformation from the old version to the new
and creative version. Although there are a new development in pasta making in terms of the
type of pasta, the flavours, the filling, and the shape of pasta, it is still follow the tradition and
rooted in history. Stefano Terzi, executive chef in Italian restaurant in New York sees the
opportunity by observing people actually used leftovers of meat to stuff in pasta and he
noticed that the filled pasta category seems to have getting a lot of attention. Not only that,
more creative pasta pairings also been introduced such as blackened chicken with a chipotle
cream sauce and seared ahi tuna over angel hair pasta in soy beurre blanc to make it more
interesting in menus items. Nevertheless, pasta also appeared to be in many forms such as
ravioli, braided pasta called tortelli and also corzetti.
There are strategies implemented in introducing the new pasta evolution which is
differentiation strategy. This strategy emphasizes more on the region and seasonal concept to
make the pasta becoming unique and attractive. Furthermore, most of the chefs have been
inspired to re-create filled pasta dishes in terms of the shape and diverse menu by
implementing a strategy called innovation. For example, pasta has been shaped into different
kind of shapes whereby pasta is folded in half and shapes to resemble a popes mitter. Not to
mention, best value strategy also been implemented as the pasta making are created for their
loyal customer who perceived the quality of pasta has a value for money. On the other hand,
pasta can be considered as a healthy diet meals. This is because with suitable portions of
pasta meals in a daily intake, it can benefit our health in many ways as it contains the right
amount of nutritional values.
Besides that, pasta contains a complex carbohydrate which helping in slow release of energy
and it also benefits by having the perfect delivery system for our health. On the other hand,
the article highlights about the concept which has been changed from fine dining restaurant to
casual family concept restaurant. This is due to the fact that it is more affordable in terms of
price and the ambience much focuses on family get together and dine in at the restaurant.
2.0 INTRODUCTION
In the article, the author highlights that the strategy in operating the business. The
differentiate strategy, is one of the strategy that differentiate product produced by the market.
This is because differentiation strategy gives a difference to existing product to attract users.
The author also stated that the chef was inspiring to re-create of pasta dish that indicate to the

particular region. Other than that, they try to re-create pasta according to the ingredient that
was popular in season. This will bring something different to the strategy pursued by
preparing food according to the season of summer and winter. In addition, the innovation of
pasta is one of the best way in which there are variety of shape according to region.
They also made an innovation to produce more interesting cuisine in term of taste,
presentation, ingredient that have been using, and suitable technic of cooking. In this article
also it stated that pasta dishes should be the healthy lunch alternative that has been mentioned
the market at Newport Towers. In addition, the restaurant takes the alternative to present the
menu by the material or ingredients are supply from supplier. They just prepare for final
preparation to give the best quality and make the customer satisfaction higher. In the Italian
restaurants changed their concept of the restaurant also changes from fine dining to casual
family. The concepts play the important role to show the food service in the industry operate
follow the rule of the concepts restaurant. Thus, the strategy are used in this article were
helpful to the food industry especially specialised in pasta to find the best impact of the
industry.
3.0 STRATEGY
3.1 DIFFERENTIATION STRATEGY
In differentiation strategies, it emphasis is on creating value through uniqueness, as opposed
to lowest cost, and it is important to understand customer lifestyles and aspirations so that the
unique offerings are valued by customers (Cathy,2010). The article highlights about the
differentiation strategy in which that will be discuss more details. The first differentiation
strategy that can be related in this article is the re-creation of pasta dish. The meaning of the
re-creation of pasta dish is in which the chefs have been inspiring to recreate their own filled
pasta dishes indicative of a particular region. For example that state in this article, prosciutto
di Parma and Parmigiano-Reggiano is known for its ways with pasta that include the classic
tortelli di zucca, pumpkin ravioli and sage butter served with shaving of ParmigianoReggiano.
In this differentiation strategy, they also re-create new pasta dishes follow the season concept
that we can see in this article in which there are special dishes that they do when it was
summer, winter, and spring season. For instance, the restaurant, braided pasta, called tortelli,
may be filled with a puree of spring peas during the summer or braised wild boar or lobster in
the winter. The chef recreate their own pasta dishes to fulfil the demand of customer in that
region to make the pasta dishes suitable to their taste bud and with this new creation of dishes
it can attract more customer.
3.2 INNOVATION STRATEGY
Based on this article, Innovation becomes one of the strategies that we can relate to the
article. Through this article, innovation strategy can be divided into two which is in shape and
the diverse menu of filling and ravioli. Innovation is both a product and process of human
interaction, innovation and therefore the management of innovation and new product
development is socially and culturally (Van de Ven, 1986). This innovation are being apply
in the product whereby it can be said when pasta are being innovate to become more
interesting in terms of shape and cuisine.

According to the article, generations of women continue to gather on Sunday for the weekly
ritual of pasta making. Based on the article, there are many type of pasta has been formed
into an interesting shape or paired with cuisine of the moment, this maybe the most diverse
menu purveyor. When its come to the shape of pasta, every pasta has different shape.
Examples, hometown of Bergamo, outside Milan, with casconcelli alla Bergamasca, the pasta
are folded in half and shape to resemble a popes mitter. This can be seen in the article,
whereby its become the problem when not all restaurants have the luxury of a staff member
assigned to making what can be time-consuming pasta shapes. When it comes to the shape of
the pasta, one of the supported articles said that every region have their own shapes of pasta.
With this we can conclude that the specialties of one region nowadays are not limited are not
limited to their place of origin.
In this article also, it stated that they use a different of filling in the pasta (ravioli), that the
filled pasta and more creative pasta pairing are marking a mark in this business. For example
that we can get in article is the type of pasta that is manicotti filled with sweet potato,
butternut squash, pecorino and nutmeg then served in a roasted tomato puree. With this, we
can conclude that different filling for pasta can be one of the strategy to attract more customer
with their experimenting with pasta filling because the editor said that filled pasta category
seems to have exploded in this business. Beside, in this article also said that the fall menu is
highlighted by rotating special, example, Executive Chef Michael Rodriguez uses a similar
filling for whole-wheat dumplings served in pumpkin broth with shaved parmesan.
3.3 PASTA AS HEALTHY DIET
According to National Pasta Association in Livestrong.com, stated that if we choose the right
kinds of pasta in your diet with suitable portions can be benefit your health in many ways.
Such as, using a vegetables pasta cook with healthy ingredient it can be consider also as a
healthy taking way. According to National Pasta association, the important key is moderation
is taking the meal, and once we know more about the nutrients pasta contains, we can add it
into our diet without worrying about weight and health issue. Link to the article, the CulinArt
restaurant serve healthy lunch 1200 lunch daily and The Market company positions pasta as
healthy lunch alternative.
Nutrition experts stated that pasta is perfect foundation for healthy, nutritious meals because
it taken with nutrient-dense food partners such as fibre filled vegetables and beans, heart
healthy fish and monosaturated oil, antioxidant rich-tomato sauce and protein-packed cheese,
correct amount serve poultry and lean meats. There also recommend a balanced eating both
ensure a nutritionally complete that provides mineral, vitamin and phytonutrients ( is a health
protective substances in plans foods- fruits, vegetables and grains that improve health and
help to reduce risk of chronic disease).
The benefit health way to substitute carbohydrates to pasta is it can sustain energy,
carbohydrates such as pasta is excellent source of complex carbohydrates, which provides a
slow release of energy. Unlike sugars that offers a quick way to boost energy, but in the end,
pasta can helps to sustain energy. Another health benefit is it low sodium and cholesterol free,
it contain low sodium and cholesterol free, per cup any kind of shapes, provide a good source
of several essential nutrients, include iron and several vitamin B. whole wheat pasta can
provide up to 25% daily fibre requirements in every one cup portion. Pasta is also enriched
with folic acid because it enriched grain product that contain folic acid, a serving a dry pasta
can be equivalent to 100 micrograms of folic acid, or 25% of the daily intake.

Therefore, pasta is a good way to consume because it has a perfect delivery system for the
healthy foods. To make it to be more nutrition pairs it with a variety of nutrients dense foods.
3.4 BEST VALUE STRATEGY
The article highlight about strategy that they use is a Best-Value strategy. Based on research
on this article, we found that they use from outside supplier to handle final preparation in
making pasta. Using this strategy in the operation restaurant can improves constantly.
According to Cathy A. Enz from Cornell University, Best value strategy is about making sure
that the things that provide the most perceived value to a customer are done very well.
Quality of pasta is characterized by constant innovations in making pasta to create a loyal
customer. Supply pasta from outsider can producing higher quality for final preparation in
making pasta through superior design. When the superior design and taste of pasta are in
good combination, so the value of pasta can be great value, than from that we can create the
higher satisfaction customer and also can get the loyalty from customer.
When the restaurants have a loyal customer, automatically revenue at the restaurant will be
increasing. A restaurant with a best value strategy gives customer more value of pasta for
their money by providing an average product at average price. This is, the restaurant satisfies
customer expectation on product features it is pasta and beats expectations on price of pasta.
In other way, the operation restaurant can minimize cost for the making pasta. Using the
outside supplier, the restaurant only pay for the cost for raw material that they use in handling
final preparation and also for the service that they charges without using the higher capital to
buy the expensive machine to handle final preparation of pasta.
3.5 CONCEPT CHANGE
This article appeared in a changed of the concept of restaurant. Concept plays an important
role in determining the service performed in the restaurant. By this article, Italian restaurant
has changed the concept from fine dining to casual family. According to Monica.P
( 2012),casual dining restaurant ar typically more affordable and often geared family.
Fast casual reformat do well to differentiate the value from their competitors to try attracting
customers. Casual dining restaurant have a advantage in that they often able to attract a wider
customers base than fine dining because they appealing as they are more accessible for family
and children. This is because with the process making pasta at home are limited menu for
cooking by you and we cannot prepare more flavour. Therefore, they prefer to eat in the
restaurant because restaurant offer the more menu pasta. It will prove in the article 'pasta
prepared at home is down 9% but food service consumption is up 22%. It is prove that more
people prefer eat at restaurant compare do by their selves. The changes of concept
automatically changes the operation of food services because concept are guide the business
to be a successful ( Bernad.D, 2008,pg 42). The portion at fine dining restaurant may also be
smaller than at a more casual or family style restaurant but the food will generally be a of a
higher quality. Other than that, the atmosphere of casual dining restaurant is laid back and
relaxed, more fun than fine dining that formal atmosphere (enslighten.com).
In the article shows that the reason concept of italian restaurant are change because of strive
for more authentic flavour, it seems only fitting the variety of filled pasta deeply rooted in
history and tradition are emerging. It is fixed with the concept of casual family that have
more variety of pasta. When the concept of casual family in the application will attract

visitors to eat because of the atmosphere and portion sizes affect customer perception. So, it
is means that the concept influences in food service.
4.0 CONCLUSION
In conclusion, the strategy used to give a new lease of life in which concept plays an
important role in determining the strategy will be undertaken. This is because, the restaurant
has made a change in the concept to provide convenience to customers of the concept of fine
dining to casual family. Fine dining and formal concept is difficult for customers to enjoy a
meal with family for pasta. Different atmosphere conditions will affect food service. They
also do the differentiation strategy used in re-create a paste by particular region. In this way,
we can learn the tastes of each region through its own pasta. This is done in adapting the
pasta according to consumer tastes.
Besides that, they also create a strategy in which certain pasta prepared according to the
seasons of summer and winter. Food plays an important role which can give balance to the
health of consumers. In addition, the uniqueness in with the pasta of different shapes of pasta.
Which are discussed in the differentiation strategy in which each pasta has a taste of its own
and will have an impact on innovation in the preparation of pasta shapes. It is automatically
apply to the diversity of pasta menu of pasta and innovation form the filled in follow by
consumer tastes. However, the diversity of pasta is done, the emphasis on health is important.
It is proven that the materials used in the pasta are healthy. Whereas the portion size and
nutritional food taken as a measure to maintain health. The restaurant takes step in getting
materials and pasta from suppliers due to several factors shortage of skilled staff in making
pasta and narrowness of space provision. Therefore, the restaurant has taken the initiative to
select the materials from suppliers. The restaurant only serves pasta in final preparation only.
At the same time, the restaurant can save time and concentrate on the quality of pasta. By
case, the strategy is very helpful in positively impacting the food industry.

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M.Deruyne, R.Moenaert, A.Griffin, S.Hart, E.J Hultink and H.Robben; (2002), The impact of
new product launch strategies on competitive reaction in industrial markets, The
Journal of Product innovation management, Volume 19, 159-170, Ghent University,
Vlerick Leuven Gent management School, Ghent Belgium
Bernard.D, Andrew. L, Peter. A & Ionnis, S.P, (2008), Food and Beverage Management,
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http://www.dellalo.com/articles/filled-pasta Retrieved on 20 April 2015
http://enlightenme.com/what-is-fine-dining/ Retrieved on 21 April 2015
http://www.livestrong.com/article/393567-is-pasta-healthy-to-eat/ Retrieved on 21 April
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