By: Sara Patton ARAMARK Dietetic Internship October 2, 2012 Paoli Hospital Cafeteria Harvest Fall Special Salad Business Plan

Purpose of Business Plan To provide intern an opportunity to develop a business plan aimed at the implementation of a retail theme day. Project includes: Company summary Market Analysis Event Concept Implementation strategy

Mission Statement of ARAMARK We are a professional services organization dedicated to excellence. We develop and sustain our leadership position by engaging and supporting our most valuable and differentiated asset: the competence, commitment and creativity of our people. We provide world-class experiences, environments and outcomes for our clients and customers by developing relationships based on service excellence, partnership and mutual understanding.

Continued… We enable our clients to realize their core mission, and we will anticipate the needs and exceed the expectations of customers, by dedicating our skills in professional services - hospitality, food, facilities and uniforms - to the goals and priorities of their institution. We create long-term value and capture the greatest opportunity for all ARAMARK stakeholders - our people, clients, customers, communities and shareowners - by delivering sustainable, profitable growth in sales, earnings and cash flow in a global company built on pride, integrity and respect.

Business Objectives The Goals and Objectives for the Business Plan

Goal 1: To increase sales by drawing more customers to the cafeteria for the theme day salad. Objective: To increase cafeteria sales during Tuesday lunch period by 4% compared to the previous Tuesday. Objective: To increase the average spent by the customers by 10% compared to the previous Tuesday.

Goal 2: To increase overall satisfaction of customers. Objectives: To have 85% of the customers who participated in the Fall Harvest salad to report overall satisfaction with the theme day via surveys in the cafeteria.

Goal 3: To sell the basic amount of special salads Objectives: To sell at least 48 salads during the event day, which is the minimum amount made per recipe

Company Summary ARAMARK services over 2,000 different hospitals, serving over 75 million patients and residents every year ARAMARK honors: by FORTUNE magazine’s “World’s Most Admired Companies” list for 2012 The World’s Most Ethical Companies. Paoli Hospital has 214 licensed beds, 26 bassinets with 2,343 births. Paoli Hospital is utilizes the Evidenced Based Design

Market Market Analysis Market Segmentation Target Market

Market Analysis Summary

Competition LocationFood Items Available Type of ServiceAverage Price Salad Works Salads, Panini Style Sandwiches, Cookies Made to Order/Cafeteria Style Mid-Range; $7.00- $10.00 Wendy’sBurgers, Sandwiches, Salad, Fires, Frozen Drinks Fast-FoodInexpensive Value Meals

SWOT Analysis PositiveNegative External Factors Strengths  Close knit hospital  Customer loyalty  Upgraded Kitchen  Reputation  Rotating menus  Interactive management  Large seating areas  Very clean environment  Easily seen signs within cafeteria  Nutritional information available Weaknesses  Cafeteria hard to find  Limited marketing (cafeteria signs are not spread through the hospital)  Pricing  Only two cashiers for checking out  Dependant on s to market new meals  Little room for expanding anymore Internal Factor Opportunities  Currently switching between menu programs(getting all new food items)  Community involvement  Expanding dining locations  Competitive disadvantages (several nearby locations are closed for renovations) Threats  Competition currently renovating dining locations  New hospital opening several miles away  Switching menu types (customers are scared of change)  Food price increase  Financial insecurity of customers

2010 Population Growth and Population Statistics Paoli, PAPennsylvaniaUnited States Total Population5,53212,625,200308,455,134 Square Miles2.0044,816.61N / A Population Density2, Population Change Since %6.23%24.02% Population Change Since %2.80%9.61% Forecasted Population Change by %1.81%4.52% Population Male2, %6,152, %152,625, % Population Female2, %6,472, %155,829, % Median Age

Population by Race and Ethnicity 2010 Population by Race and Ethnicity Paoli, PAPennsylvaniaUnited States Population by Race White4, %10,457, %221,809, % Black or African American %1,276, %37,036, % American Indian and Alaska Native 40.07%18, %3,026, % Asian %319, %13,906, % Native Hawaiian and Other Pacific Islander 10.02%7, %662, %

Target Market

Strategy

4 P’s of Marketing Product: Harvest Fall Salad new healthy salad on the go a taste of Fall Price: $4.99 No high mark up Cheaper than competition Place: Only on site dining location ground floor Promotion: with the flyer sent out Expo station decorated Flyer outside of café 4 P’s

Resources

Employee roles #23 Cold Prep gather baby spinach, goat cheese, cook bacon, cook chicken Brent #15 Cafeteria Prep Set up the salad station, chop the bacon, chop the apples, prepare the salad dressing, prepare/package/serve the customers Matt/Sara UC (Utility Cafeteria) Assist #15 during lunch hours to help serve the customers Marlon

Equipment Resources Grill Stovetops Oven Knives (Chef’s knife and Paring knife) Tongs Cutting boards Mixing bowls Whisks Sloping square salad bar bowl Clear hinged carry out containers 2 oz condiment containers

Financial Resources The budget for this event assumes no additional costs other than the normal budget for the Paoli cafeteria Limit per purchase of $250 from flexible spending $23.00 spent on decorations No additional costs were made for advertising

Typical Tuesday Sales DatesTotal RevenueAverage Check 9/25/2012$3,206.94$ /2/2012 (event day)$3,790.39$4.17

Breakeven Analysis Sales Sales Price per Unit $4.99 Total Units Sold63 Variable Costs Labor per unit (4hr x 11.50/hr, 63 units) $1.37 Raw food cost $1.97 Total variable cost$3.34 Fixed Costs Decoration$23.00 Miscellaneous Administrative$10.00 Total fixed costs$33.00 Breakeven: (33/ )=38.18 Breakeven in number of units sold39 units

Evaluation

Financial Evaluation $ revenue increase $0.15 check average increase 18% total Revenue increase 4% check average increase

Satisfaction

Overall Satisfaction

Review of Objectives Objective 1 To increase cafeteria sales during Tuesday lunch period by 4% compared to the previous Tuesday. Objective 2 To increase the average spent by the customers by 10% compared to the previous Tuesday. Objective 3 To have 85% of the customers who participated in the Fall Harvest Salad to report overall satisfaction with the theme day via surveys in the cafeteria Objective 4 To sell at least 48 salads during the event day, which is the minimum amount made per recipe.

Objective 1 MET: Sales in creased by 18% compared to the previous Tuesday Objective 2 NOT MET: The average spent by the customers increased by 4% Objective 3 MET: 88% of the customers who participated reported overall satisfaction Objective 4 MET: A total of 63 salads were sold during lunch

Photos of Event

Station Before Event

Survey Table

Salad Ingredients

Prepared Station

Questions? Thank You!