Meet Your Dietitian: Color Yourself to Health By Andrea Shelley

Purpose of Business Plan  To promote healthier choices offered in the cafeteria  Maintain profit  Introduce Registered Dietitian

Business Objective  To produce a 20% profit (not including discounts) on the lunch promotion “Meet Your Dietitian” theme day main entrée sold at the World Station in the Blessing Hospital Cafeteria.  To increase the percentage of customers who state that the “promotions/specials were compelling” in the Your Voice Counts Survey by greater than or equal to 5% within one week following the theme day promotion.

Market Analysis  Main competition: Tea Room  Set down or takeout  Static menu with specials  Located within the hospital

Price Comparison Food ItemCafeteriaTea Room Cold Sandwich $2.79(Grab and Go)$2.25-$4.50 Hot Sandwich (Made to order) $2.29-$3.89$1.75-$6.50 Salad $.30/oz Premade= $2.99 Side Salad = $2.50 Entrée salad= $7.75- $4.00 Pie $1.49$2.75-$3.25

Internal SWOT Analysis Strengths Weaknesses  Provides employee discount  Provides Core Health discount  Large seating area  Pricing comparable or lower than competitors  Free coffee/tea provided during specified hours.  Does not sale gifts  Less convent location  Hot food items not offered all day  Coke products not offered

External SWOT Analysis OpportunitiesThreats  Pizza Delivery  Improve marketing of theme days or specials in cafeteria  Keep grill open between lunch and dinner  Poor Economy leads to more “Brown Baggers”  Competition-fast food beginnings to offer “healthier” food options

Market Segmentation  Determined using Your Voice Counts  Core Health leading to demands for healthy food options  Menu variety  58.8% of cafeteria customers stated that they eat in the cafeteria 4-7 times per week  Provide desired meal choices for college students to seasoned workers

Target Market  Hospital Employees  Middle aged  Average age of 47  Caucasian  Participants of Core Health

Marketing strategy  Product:  Healthy meal  Dietitian to answer questions  Price:  A la carte  Entrée = $3.89  Side dish = $1.29  Dessert = $1.49  Pl ace:  Blessing Hospital Cafeteria  World/Demo station  Promotion:  Banner  Blessing ed newsletter  Menu board flyer

2’ x 3’ Banner

Sales forecast  Evaluated similar products served in cafeteria  Added 15% to average  Salmon = 86 servings  Green beans = 80 servings  Blueberry Cobbler = 160 serving  15% not added

Equipment Resources  Refrigerator  Grill  Stove  Stockpot  Hotel pans  Half pans  Tongs  Slotted spoon  3 oz scoop  4 oz scoop  Convection oven  Cutting Board  Cutting Glove  Chef’s knife  Whisk  Mandoline  Warmer  Mixing bowls  Sheet pans

Food Resources  Collaborated with Purchaser  Proved scaled recipes  10 days prior to event  Food ordered through Sysco  Changes made to recipes as needed  Frozen peaches used in place of fresh  Fresh blueberries mixed with frozen blueberries

Entrée Sales and Cost Analysis Sales Sales price of main entrée $3.89 Amount of main entrée sold 86 Total sales$ Variable Cost Labor per meal$.56 Raw food cost$2.03 Total Variable$2.59 Fixed Cost Decorations$6.00 Fruit Basket$5.00 Total Fixed$11.00

Entrée Profit Analysis

Evolution  To produce a 20% profit on the lunch promotion “Meet Your Dietitian” theme day main entrée sold at the World Station in the Blessing Hospital Cafeteria.  Met!  30.1% profit  To increase the percentage of customers who state that the “promotions/specials were compelling” in the Your Voice Counts Survey by greater than or equal to 5% within one week following the theme day promotion.  Not Met  2% increase