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Management Business Plan Café 1400 Baylor All Saints Fair Food Week! Featuring Turkey Frito Pie and Philly Cheese Steak Sandwiches Lindsey Mathes Aramark.

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Presentation on theme: "Management Business Plan Café 1400 Baylor All Saints Fair Food Week! Featuring Turkey Frito Pie and Philly Cheese Steak Sandwiches Lindsey Mathes Aramark."— Presentation transcript:

1 Management Business Plan Café 1400 Baylor All Saints Fair Food Week! Featuring Turkey Frito Pie and Philly Cheese Steak Sandwiches Lindsey Mathes Aramark Dietetic Internship

2 Purpose To provide the intern with an opportunity to develop a business plan aimed at the implementation of Aramark’s promotional menu items. To provide the intern with an opportunity to develop a business plan aimed at the implementation of Aramark’s promotional menu items. To allow for the exploration of the company, services provided, market analysis, marketing strategy, financial plan, and resources necessary for a successful implementation. To allow for the exploration of the company, services provided, market analysis, marketing strategy, financial plan, and resources necessary for a successful implementation.

3 Mission Statement Aramark To deliver experiences that enrich and nourish lives Baylor All Saints Provide exemplary care to our communities at every opportunity.

4 Goal and Objective Goal: Goal: Increase sales in Café 1400 as a result of the promotion of two new meals. Increase sales in Café 1400 as a result of the promotion of two new meals. Objective: Objective: Increase sales on Tuesday, October 7th and Thursday October 9th by 10% from previous Tuesday and Thursday through the promotion of two new menu items. Increase sales on Tuesday, October 7th and Thursday October 9th by 10% from previous Tuesday and Thursday through the promotion of two new menu items.

5 Company Summary: Aramark Delivers award-winning services in 22 countries to healthcare institutions, universities, school districts, stadiums and arenas, and businesses. Delivers award-winning services in 22 countries to healthcare institutions, universities, school districts, stadiums and arenas, and businesses. Has been recognized as one of the top three most admired companies in its industry since 1998. Has been recognized as one of the top three most admired companies in its industry since 1998. Recognized as one of the World’s Most Ethical Companies in 2013. Recognized as one of the World’s Most Ethical Companies in 2013. Has been a partner with Baylor Scott and White for the past 14 years. Has been a partner with Baylor Scott and White for the past 14 years. Provides several services at the account, which include catering, retail, environmental services, patient transport, and patient food. Provides several services at the account, which include catering, retail, environmental services, patient transport, and patient food.

6 Company Summary: Baylor All Saints Carries a history of providing outstanding, compassionate care to the communities it serves. Carries a history of providing outstanding, compassionate care to the communities it serves. Has been putting money towards the improvement of Fort Worth and surrounding communities for the past 100 years through patient care, education, research, and community service. Has been putting money towards the improvement of Fort Worth and surrounding communities for the past 100 years through patient care, education, research, and community service. More than $300 million dollars has been invested into the health of their communities by providing free health education classes and screenings, advanced treatment methods for incurable diseases, and offering care to those unable to pay or without health coverage. More than $300 million dollars has been invested into the health of their communities by providing free health education classes and screenings, advanced treatment methods for incurable diseases, and offering care to those unable to pay or without health coverage.

7 Thrive Program: Baylor All Saints BAS has created a health and wellness program called Thrive, which requires all food produced by Aramark and sold throughout the hospital meet the Thrive guidelines.

8 Thrive Guidelines Packaged Snacks: Packaged Snacks: Only 1 serving size allowed per package, and must meet the following: Only 1 serving size allowed per package, and must meet the following: <200 calories <200 calories <20% calories from fat <20% calories from fat <200 mg Sodium <200 mg Sodium <20 g Sugar <20 g Sugar Total/ DayMain DishSide/SnackDessertBeverage Calories 2,2004002001000 Fat 73131050

9 Market Market Analysis Market Analysis Competition, SWOT analysis Competition, SWOT analysis Market Segmentation Market Segmentation Target Market Target Market

10 Market Analysis: Competition Baylor All Saints is situation in close proximity to several restaurants making competition a daily concern with which to compete. Additionally, Café 1400 very often loses customers to the hospitals cafeteria. Baylor All Saints is situation in close proximity to several restaurants making competition a daily concern with which to compete. Additionally, Café 1400 very often loses customers to the hospitals cafeteria. Nearby competition includes: Nearby competition includes: Firehouse Subs, Subway, Hoagies Heros, King Tut, Paco and Johns, Spiral Diner, Benito’s, Landmark cafeteria Firehouse Subs, Subway, Hoagies Heros, King Tut, Paco and Johns, Spiral Diner, Benito’s, Landmark cafeteria

11 Competition: Side-by-Side Comparison RestaurantDining StyleMeal Cost Café 1400Counter Order$ 4.99 -$ 5.99 ($ 6.99 combo) Firehouse SubsCounter Order$ 5.99/medium sub ($8.13 combo) SubwayCounter Order$ 3-$ 5/6-12”sub King TutSit-down$ 5/gyro Benito’sSit-down$ 5.95/enchiladas Paco and John’s Mexican DinerSit-down$ 3/taco Spiral DinerSit-down$ 7.50/sandwich Hoagies HerosSit- down/Counter Order $5.95 Spaghetti and Meatballs, $4.95/6” sub

12 SWOT Analysis: Café 1400 Strengths New, modern, inviting Located in the main lobby of the hospital Offers seating by windows Competitive pricing Made-to-order meal Fresh, high quality ingredients Good customer service Fully staffed and well managed Customer loyalty Good reputation/awareness Payment options Hospital employee discount Weaknesses Wait time- Made-to-order takes time Language barrier of employees- possible perception of poor customer service Cultural differences- Use of wilted lettuce Cooking Light Menu- Sales dropped Distance from floors- added time to travel Thrive- complaints that certain items aren’t carried Opportunities Additional food station- Baked potato bar Educational opportunity Marketing/advertising Threats Landmark Cafeteria Lower competitive prices Increase in raw food cost Brining meals from home 30 minute lunch breaks

13 Market Segmentation Based on a 2011 survey done on on-site dining at Baylor All Saints, key findings indicate: Based on a 2011 survey done on on-site dining at Baylor All Saints, key findings indicate: Consumers have positive responses to their dining experiences- Net Promoter Score of 66%. Consumers have positive responses to their dining experiences- Net Promoter Score of 66%. 100% of participants eat at the hospital at least one meal per week. 100% of participants eat at the hospital at least one meal per week. On-site dining captures a 77% market share. On-site dining captures a 77% market share.

14 Market Segmentation: Survey Respondent Profile- Status

15 Market Segmentation: Survey Respondent Profile- Job classification

16 Market Segmentation: Survey Respondent Profile Days/Week 6%0 days9%4 days 0%1 day55%5 days 1%2 days7%6 days 19%3 days1%7 days 4.3Mean Days Age 18-2413% 25-3453% 35-4926% 50-599% Gender Male35% Female58% Prefer not to answer 7%

17 Market Segmentation: Service Area Map

18 Demographic Snapshot 2014: Area Service Total population- 1,372,028 Total population- 1,372,028 Average Household Income- $70,511 Average Household Income- $70,511 Gender- 674,826 Males/ 697,202 Females Gender- 674,826 Males/ 697,202 Females Age distribution: Age distribution: 0-17 : 27.5%, 15-17 : 4.4%, 18-24 : 9.4%, 25-34 : 13.8%, 35-54 : 27.2%, 55- 64 : 11.1%, 65+ : 11.1% 0-17 : 27.5%, 15-17 : 4.4%, 18-24 : 9.4%, 25-34 : 13.8%, 35-54 : 27.2%, 55- 64 : 11.1%, 65+ : 11.1% Race/Ethnicity- Race/Ethnicity- White Non-Hispanic: 740,477/ 54% White Non-Hispanic: 740,477/ 54% Black Non-Hispanic: 163,942/ 11.9% Black Non-Hispanic: 163,942/ 11.9% Hispanic: 396,987/28.9% Hispanic: 396,987/28.9% Asian and Pacific Is. Non-Hispanic: 41,379/ 3% Asian and Pacific Is. Non-Hispanic: 41,379/ 3% All Others: 29,243/2.1% All Others: 29,243/2.1%

19 Target Market According to the Survey Respondent Profile: According to the Survey Respondent Profile: 80% of the customers are Baylor employees 80% of the customers are Baylor employees 40% of the customers are nurses 40% of the customers are nurses 53% of the customers are between the ages of 25-34 53% of the customers are between the ages of 25-34 42% buy a meal on-site 4-5 days week 42% buy a meal on-site 4-5 days week Consumers believe it’s reasonable to spend $6.43 for lunch and are spending $5.90 on-site; a gap of $.53. Consumers believe it’s reasonable to spend $6.43 for lunch and are spending $5.90 on-site; a gap of $.53. Health conscious meals not primary focus Health conscious meals not primary focus Nachos and Taco salads are most popular dishes Nachos and Taco salads are most popular dishes

20 Strategy The success of increasing sales in Café 1400 will be achieved by offering new, tasty meals that are uniquely made-to-order, priced competitively, and conveniently located in the main lobby of the hospital. Flyers will sent out 3 days prior to and the days of the promo meals debut, advertisements will be placed throughout Landmark Cafeteria, free meal coupon will be passed out to nurses accompanying a secret shopper survey, and samples will be offered during service. The Café’s reputation for good customer service, fresh, quality ingredients, and modern décor will help to draw others in, through word of mouth.

21 Marketing Plan The 4 P’s ProductMade-to-order Fits with Thrive but doesn’t taste “light” Popular but unique Different from 28-day cycle menu PlaceCafé 1400 High traffic area Well known Convenient PricePriced at $ 5.99 or $6.99 with a 32-oz fountain drink Competitively priced Priced lower than 2011 survey expected lunch price PromotionFlyers sent to nurses stations and physician lounges, free meal coupons with customer survey, advertisements in Landmark Cafeteria and Café 1400

22 Sales Forecast Analyzed sales for previous Tuesday and Thursday serving normal cycle menu: Net revenue Tuesday 9/30: $1,546.11 Net revenue Tuesday 9/30: $1,546.11 Net revenue Thursday 10/2: $1,239.01 Net revenue Thursday 10/2: $1,239.01 Goal is to increase sales by 10% during the promotional meal days: 10/7: Increase sales by $154.61 10/7: Increase sales by $154.61 10/9: Increase sales by $123.90 10/9: Increase sales by $123.90

23 Resource Review: Equipment Refrigerator Refrigerator Conventional oven Conventional oven Hotplate Hotplate Stockpots Stockpots Sauté pans Sauté pans Meat slicer Meat slicer Tongs Tongs Serving scoops- 1 oz Serving scoops- 1 oz Cooking utensils Cooking utensils Serving dishes Serving dishes Ladle Ladle Hotel pans Hotel pans Cutting boards Cutting boards Knives- vegetable, bread Knives- vegetable, bread Scale Scale

24 Resource Review: Turkey Frito Pie 17 pounds ground turkey 17 pounds ground turkey 10.1 pounds onions 10.1 pounds onions 4.2 pounds green bell pepper 4.2 pounds green bell pepper 3.7 pound red bell pepper 3.7 pound red bell pepper 1.7 oz jalapeno 1.7 oz jalapeno 5.6 oz fresh garlic 5.6 oz fresh garlic 11.25 oz each cumin, chili powder, granulated sugar 11.25 oz each cumin, chili powder, granulated sugar 3.75 oz Kosher salt 3.75 oz Kosher salt 1.8 pounds tomato paste 1.8 pounds tomato paste 1.9 pounds chicken base 1.9 pounds chicken base 11.25 quarts crushed tomatoes 11.25 quarts crushed tomatoes 11.25 quarts water 11.25 quarts water 16.9 pound kidney beans 16.9 pound kidney beans 4.4 pounds fresh tomatoes 4.4 pounds fresh tomatoes 33.75 pound Fritos 33.75 pound Fritos 1.4 pounds shredded cheddar 1.4 pounds shredded cheddar 4.5 pounds sour cream 4.5 pounds sour cream

25 Resource Review: Philly Cheesesteak Sandwich 17 pounds flank steak 17 pounds flank steak 7.5 T each Kosher salt, black pepper 7.5 T each Kosher salt, black pepper 5.6 pounds Portobello mushrooms 5.6 pounds Portobello mushrooms 5.8 pounds onions 5.8 pounds onions 9 oz fresh garlic 9 oz fresh garlic 1.4 pound provolone 1.4 pound provolone 1.7 pounds Parmesan cheese 1.7 pounds Parmesan cheese 1 cup + 2 T olive oil 1 cup + 2 T olive oil 2 quarts + 3.25 cups 1% milk 2 quarts + 3.25 cups 1% milk 1 cup AP flour 1 cup AP flour 4 T Worcestershire 4 T Worcestershire 4 T lower-sodium soy sauce 4 T lower-sodium soy sauce 6 t dry mustard 6 t dry mustard 90 hoagie rolls 90 hoagie rolls

26 Resource Review: Italian Pasta Salad 6 pounds bow-tie pasta 6 pounds bow-tie pasta 4.8 pound tomatoes 4.8 pound tomatoes 2.7 pounds green bell peppers 2.7 pounds green bell peppers 4 pounds cucumber 4 pounds cucumber 2.7 pounds yellow bell pepper 2.7 pounds yellow bell pepper 9 cups sliced black olives 9 cups sliced black olives 2.7 pounds celery 2.7 pounds celery 1 quart plus 2 cups Italian dressing 1 quart plus 2 cups Italian dressing

27 Resource Review: Labor Production Production manager: Tom Gordon Purchasing: Lisa Criswell Debra Ellis: prep cook Retail Retail manager: Sarah Greif Marketing: Heather Griffin Retail staff: Alfonso, Alejandra, cashier

28 Financial Data Tuesday: Turkey Frito Pie- $82.93 ($.92/serving), 1 FTE (8.75 x 8 hrs), prep cook (2 hrs x 8.75), additional employee (4 hr x 8.75) Total: $205.43 Thursday: Philly Cheesesteak Sandwich and Italian Pasta Salad- $174.50 ($ 2.29/serving), Italian Pasta Salad: $31.29 ($.35/serving), 1 FTE (8.75 x 8 hrs), prep cook (2 hrs x 8.75), additional employee (4 hr x 8.75) Total: $297

29 Start-up budget No specific budget set in place for promotional event. Café 1400 works off a monthly budget, from which they plan all meals served, promotional and normal 28-day cycle. No specific budget set in place for promotional event. Café 1400 works off a monthly budget, from which they plan all meals served, promotional and normal 28-day cycle. Monthly budget for total food cost: $11,180 (includes all food served at Café 1400) Monthly budget for total food cost: $11,180 (includes all food served at Café 1400) Weekly budget: $2,795 Weekly budget: $2,795 Daily budget: $559 Daily budget: $559 Marketing: $43/month Marketing: $43/month Food cost: 38% Food cost: 38%

30 Breakeven Analysis: Turkey Chili Frito Pie Sale price per meal : $4.99 Number of meals served- 90 Variable Costs: Labor per unit- $1.36 Raw food cost- $.92 Total: $2.28 Fixed Cost: Marketing- $21.50 Breakeven Analysis FC/(SP-VC) = $21.50/$4.99 - $2.28 8

31 Breakeven Analysis: Philly Cheesesteak and Italian Pasta Salad Sale price per meal : $5.99 Number of meals served- 90 Variable Costs : Labor per unit- $1.36 Raw food cost : $1.94 Total: $3.30 Fixed Cost: Marketing: $21.50 Breakeven Analysis FC/(SP-VC) = $21.50/$5.99 - $3.30 8

32 Evaluation The goal and objective of the promotion was not met despite all meals selling out. Sales decreased on Tuesday, October 7 th by $129.31. Sales increased on Thursday, October 9 th by $35.24. Why? Tuesday September, 30 th - Taco salads were sold, which are the Café’s #1 sellers, cost is $5.99 vs. TCFP’s cost of $4.99 Compared total sales of Café 1400 vs. meal sales Fewer “extras” were purchased, decreasing total sales

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34 October is Thriller Food month! Join us in Café 1400 October 6 th -10 th. We’re THRILLED to feature Fair Food in honor of The State Fair of Texas. Tuesday: Turkey Chili Frito Pie Thursday: Cheesesteak with Italian Pasta Salad Meal: $5.99 Combo: $6.99 (w/ 32oz Fountain Beverage)

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