BASEBALL SEASON OPENER BARBECUE A Special Cafeteria Event! Jessica Serdikoff ARAMARK Dietetic Internship Holy Redeemer Hospital and Medical Center

Statement of Purpose “To provide the intern an opportunity to develop a business plan aimed at implementation of a retail theme day.”

ARAMARK Mission Statement Continuously Improve Lead by Example Innovative products & services Corporate responsibility & sustainability Collaborate (Clients, Suppliers) “We seek to lead by example and continuously improve in those areas of our business that are under our direct control.  At the same time, we work closely with our clients and suppliers to develop innovative product and service options that operationalize their corporate social responsibility objectives.”

HRMC Mission Statement Catholic Health System Care Comfort Heal “As a Catholic Health System, rooted in the tradition of the Sisters of the Holy Redeemer, we Care, Comfort, and Heal following the example of Jesus, proclaiming the hope God offers in the midst of human struggle.”

Business Goals & Objectives Increase cafeteria traffic/volume Increase volume of customers from 133 to 140 (5%) Increase people attending as a result of marketing from 32% to 37% Goal 2: Increase customer satisfaction 90% customers indicate “highly satisfied” - overall 85% customers indicate “highly satisfied” - food

Company Summary ARAMARK contract: November 2002 Guaranteed Net Budget (GNB) Management Services Foodservice Patient & Resident Credit/Transfer Retail Environmental Services and Room Revitalization Linen Distribution -GNB: (1) client pays ARAMARK fee to be in facility (2) ARAMARK covers budget overages, splits budget savings with client. (3) client incentives for achieving performance & financial benchmarks. -Credit/Transfer: nourishments, catering, etc.

Market Segmentation & Analysis

Competitors Venue Menu Item Price Cheeseburger Chicken Sandwich Salad HRMC Cafeteria Classic Cheeseburger $3.99 Wendy’s Dave’s Hot ‘N Juicy 1/4lb Single $3.69 Ricardo’s $7.75 WaWa Classic Meatball Hoagiea $4.29 Brown Baggers Homemade 1/4lb Cheeseburger $2.84 Chicken Sandwich Grilled Chicken Sandwich $3.79 Ultimate Grilled Chicken Sandwich $4.19 Grilled Chicken & Spinach Sandwich $9.25 6” Breaded Chicken Sandwich Homemade Grilled Chicken Sandwich $3.53 Salad Chicken Caesar Salad $4.40 Spicy Chicken Caesar Salad $5.99 Grilled Chicken Caesar Salad $8.75 $4.99 Homemade Chicken Caesar Salad $3.91 Wendy’s – quick service (2) Ricardo’s – Local take-out (3) WaWa: convenience store (4) Brown Baggers – bring from home -Brown Bagging = cheapest on all 3 counts, but not by much. -Ricardo’s substantially more expensive on all 3 counts -HRMC middle of the road, actually 2nd cheapest option 2x (chicken, salad)

Strengths: Weaknesses: Opportunities: Threats: SWOT Analysis Strengths: -Convenience -Employees Weaknesses: -Price Opportunities: -Delivery Service Threats: -Economy STRENGTHS: -Convenience: parking, travel time -Employees: Voice of the Customer: 79% extremely satisfied w/ employees & speed of service; 75% said employees were extremely knowledgeable WEAKNESSES -2009 Customer Close Up: customers believe $4.95 to be reasonable, HRMC average=$5.49; indicate spending $1.97 bringing from home, $3.33 when eating off-site. -BUT market analysis reveals smaller discrepancy -Either items not representative of true costs OR -Price = perceived, not actual. Does it matter? OPPORTUNITIES: -Delivery service launched (softly) April 1st THREATS: -2009 CCU Survey: 74% extremely or v. concerned about economy; only 5% slightly or not at all concerned. -Marketing & pricing/price perception important. -If pricing can’t be changed, value may need to be: VOC survey: 16% said products offered together were a good value, 6% said promotions/specials were compelling, 20% said portions were satisfactory, 25% said received good value.

Market Segmentation 80% employees 25% nursing 20% administration 85% female 66% aged 35-59

Target Market Aim to decrease “brown baggers” – still middle-aged female nursing, but emphasize those who don’t currently frequent the cafeteria.

South Philly Dog Special Marketing Promotion: Flyers Posters Emails Price: $5 Product: BBQ Favorites South Philly Dog Special New FroYo Place: Courtyard

7 additional plates sold Sales Forecast 5% volume increase 7 additional plates sold $35 additional sales (From $665 to $700) (From 133 to 140)

The South Philly Dog Special 1 hot dog on a seeded roll, topped with spicy peppers, broccoli rabe and provolone cheese

Food / Ingredient List Menu Item Quantity Needed Ingredients South Philly Dog (# servings: 20) 20 5 20oz 3 1/3 lb 4 2lb 2/3lb 6 2/3 2 2/3 1/3 cup 1 tablespoon + 1 teaspoon 2/3 teaspoon Hot Dogs Seeded Baguettes Sharp provolone cheese Broccoli di rabe Roasted red peppers Red bell peppers (to be roasted) Italian long hot peppers Garlic cloves, minced Lemons Olive oil Kosher salt Black pepper -Cost/unit before South Philly Dog: $1.38

Equipment Needed Refrigerator Standard oven Stovetop Large sauté pan Chef’s knife Griddle Holding pans Tongs Outdoor Grill

Employee Resources Intern Retail Production Intern: Liaison, coordinator. Developed idea, made contacts, made final menu, promotional materials, worked, etc. Retail: Manager supervised & facilitated event implementation, worked event, etc. FS employees cooked, decorated Production: Manager supported efforts, FS employees purchased food, stocked, & cooked some of the food prior to service.

Financial Reports & Analysis

Financial Report SALES VARIABLE COSTS FIXED COSTS BREAKEVEN POINT: Sale Price Per Unit $5.00 Units Sold 169 VARIABLE COSTS Labor Per Unit $1.10 Raw Food Cost $1.62 Variable Costs Total $2.72 FIXED COSTS Administrative $10.00 Decorations $24.42 Fixed Costs Total $34.42 BREAKEVEN POINT: 34.42 / [1-(2.72/845)] = 34.53  35 Breakeven: the point at which no costs are incurred and no profit is being made. Expenses = Revenue

Results Describe pictures a little bit

Sales: 169 customers x $5 per tray = $845 Expenses: $296.72 Profit = $845 - $296.72 = $548.28

Business Goals & Objectives Goal 1: Increase cafeteria traffic/volume Objective 1: Increase volume of customers from 133 from the previous promotional event to 140 (5%). Last Event 133 This Event 169 % Increase 29%

Business Goals & Objectives Goal 1: Increase cafeteria traffic/volume Objective 2: Increase the number of people who attended the event in response to marketing, from 32% from the previous promotional event to 37% Last Event 32% This Event 24% Flyers/Posters + 17% Emails/Online Announcements 41% Marketing % Increase 9%

Business Goals & Objectives Goal 2: Increase customer satisfaction Objective 1: 90% of customers indicate that they were “extremely satisfied” with the event overall. Extremely Satisfied Satisfied Neutral Dissatisfied Extremely Dissatisfied No Response 21 4 1 Total Responses 26 % Extremely Satisfied 81%

Business Goals & Objectives Goal 2: Increase customer satisfaction Objective 2: 85% of customers indicate that they were “extremely satisfied” with the food at the event. Extremely Satisfied Satisfied Neutral Dissatisfied Extremely Dissatisfied No Response 21 4 1 Total Responses 26 % Extremely Satisfied 81%

Evaluation Met goals for volume & marketing Room for improvement with satisfaction Value Comments: “Excellent! These events are fun & the food is good. Prices are very reasonable. Could we have those prices every day?” “Great! Thanks for all you do!” “Everything was so-o GREAT, do it again!!!” Value: 88% extremely satisfied with value -Monthly events in future -Refer back to VOC survey results about promotions, value, & price

Questions?