1. Management Business Plan
Marissa Thiry
Aramark Dietetic Internship

2. Purpose
The business plan will allow the intern to explore the company, services provided, market analysis, marketing strategy, financial plan, and resources required to successfully implement a retail menu or specialty menu item.

3. Mission Statements NorthShore University HealthSystem Aramark
“The core mission is to preserve and improve human life”
Aramark
“To deliver experiences that enrich and nourish lives”

4. Business Objectives Goal: Increase sales in the Atrium Café
Objective: Increase average net sales for a comparable cold sandwich (Italian sub) from the previous Monday by 10%.
Objective: Increase total net sales for all items in the Atrium Café by 5% based on previous Monday sales by offering a promotional item priced at $4.00 compared to previous Monday’s item priced at $3.80.

5. Company Summary – Evanston Hospital
Northern suburb of Chicago
Largest hospital in NorthShore System
10,000 employees
Primary teaching hospital for University of Chicago Pritzker School of Medicine
Renowned location for cancer treatment, neurological, orthopedic, cardiovascular and high-risk maternity care

6. Company Summary – Aramark & Northshore
Long standing relationship – over 20 years
Provides clinical engineering, foodservice, environmental services, and transportation
Foodservice: production, retail, catering, patient services, dietary services
One of ten largest Aramark healthcare facilities

7. Market Analysis
Wide market and competition in the area due to diverse population and variety of local eateries
Employee off-site parking at Ryan Field limits off-site lunches
Better price point than most competitors
Main Cafeteria: salad bar, grill, home station, world station, grab and go options
Atrium Café: espresso beverages, made to order sandwiches, paninis, calzones, upscale options

8. SWOT Analysis Positive Negative Internal Factors Strengths:
Convenience of Location
Low price point
Variety of choices
Long standing partnership
Reliability of menu to customers
Off-site parking
Weaknesses:
Healthcare menu restrictions
No employee discount
Cyclic menu may be repetitive to long-time customers
External Factors
Opportunities:
More allergy friendly options
Specials of the day / promotional items
Pending employee discount
Loyalty program concept
Outdoor seating area
Threats:
Upcoming cafeteria remodel
Pending price increase
Weather – more offsite eating opportunities
Low census
Large number of competitors in the area

9. Market Segmentation
80% of customers: Northshore employees, Aramark employees, residents, other hospital affiliates
20% of customers: patients, guests of patients, other guests to hospital
22-65 years of age, from Chicago, Evanston, and surrounding areas
Primary ethnicity: Caucasian
Even mix of males/females

10. Target Market
Those who dine at the Atrium Café on a regular basis, anyone who is looking for a healthier option for lunch, or anyone who is dining at the Atrium Café for the first time, such as a guest to the hospital

11. Promotional Event – Chipotle Chicken Ciabatta

12. Marketing Strategy Product: Chipotle Chicken Ciabatta
Place: Atrium Café
Price: $4.00
Promotion:
Advertisement: Flyer week prior to event / day of event
“One day Only”, Nutritional Facts, “Eat Well” Label, National Nutrition Month
Testimony: Sample Tray and employee communication

13. Resources – Equipment Grill Oven Freezer Refrigerator Deli Cooler
Blast Chiller
8x8 Clamshells
Knife set (bread knife, chef knife)
Oven mitts
Cutting board
Cutting glove
Mixing bowls
Whisk
Measuring cups/spoons
Hotel pan
Cater tray (for samples during lunch service)
Sample cups

14. Resources – Food & Financial
Vendors: Sysco and Alpha Bread
Ingredients:
Ciabatta Roll, chicken breast, fresh lettuce, tomato, pepper jack cheese, chipotle mayonnaise
Financial
Retail budget – pre-determined
Evaluated price point of product (Prima recipe provided unit cost)

15. Financial Data Start-Up Budget: Sales Forecast:
Foodservice budget: pre-determined
Most ingredients already part of standard Sysco order
Sales Forecast:
Italian Sub forecast: 24 sandwiches
10% increase for promotion: 27 sandwiches

16. Financial Data – Breakeven Analysis

17. Evaluation Net sales of sandwich (Objective: 10% increase)
Previous Monday: 24 Atrium sub sandwiches sold
Promotional Event: 29 specialty sandwiches sold
20.8% increase in net sales
Total net sales in Atrium Café (Objective: 5% increase)
Previous Monday: $2,232.84
Promotional Event: $2,379.51
6.5% increase in total net sales
Hot sandwich may have been better in colder weather