Philadelphia Phillies Retail Theme Day Rebecca Scofield, MS ARAMARK Dietetic Internship Methodist Hospital

Statement of Purpose  Provide an entertaining theme day for customers of Anthony’s Broad Street Bistro while improving opportunities for financial growth and customer satisfaction.

ARAMARK’s Business Purpose  “We provide world-class experiences, environments and outcomes for our clients and customers by developing relationships based on service excellence, partnership and mutual understanding.  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 shareholders - by delivering sustainable, profitable growth in sales, earnings and cash flow in a global company built on pride, integrity and respect.”

Business Objectives  Objective #1  Increase total sales in the cafeteria by 5% compared with the previous three non-payday Wednesdays’ sales average.  This objective supports ARAMARK’s mission to deliver “sustainable, profitable growth in sales” for the account and the company.  Objective #2  Increase customer satisfaction with meal options and theme day event; create a menu that focuses on appealing food options and entertainment while maintaining customers’ expectations of low costs.  This objective reflects ARAMARK’s intent to “provide world-class experiences, environments and outcomes for our clients and customers.”

Company Summary  ARAMARK’s relationship Methodist Hospital:  Since 1954  Profit and Loss Contract  Cost Plus Feature (Methodist pays certain expenses, including U.S. Foods)  ARAMARK’S Strengths:  National leader in foodservice, uniform, environmental services  Strong partnerships with national and local companies for food procurement, technologies, and equipment purchasing  Ability to provide retail food services to meet Methodist Hospital’s employee dining needs

Market Analysis  The Bistro is convenient for employees who have a short break  Variety of offerings:  Sandwiches, wraps, and paninis  Hot entrees  Soup  Salad bar  Pizza and stromboli  More fresh offerings than local food establishments  Opportunities:  Offer foods and events that corporations may not have flexibility for  Focus menu offerings on location, customer demographics, economic considerations, and relevant entertainment

Market Analysis, Continued  Opportunities:  Offer foods and events that corporations may not have flexibility for  Focus menu offerings on location, customer demographics, economic considerations, and relevant entertainment  Local Competition:

Market Segmentation  Methodist Hospital is located in South Philadelphia  Philadelphia County Statistics:  1,526,006 residents  58.8% aged  57.9% ages 16 and older are employed  Many ethnicities, religions, cultures, and dietary practices represented at Methodist  The Bistro’s menu provides a variety of ethnic foods and new menu choices

Target Market  95% of Anthony’s Broad Street Bistro Customers are Methodist Hospital Employees  Customers are seeking fresh, tasty food at low cost  Customers want healthy, economical choices  Serve a variety of customers with foods including:  Pasta Dishes  Vegetarian entrees  Fish  Stir fries  Fajitas  Burgers

Marketing Strategy  Product: Phillies themed lunch special for home opening week  2 Hot Dogs, Old Bay fries, small fountain drink  Price : $4.50 for above meal, set to be appealing to those who want good food at a good value  Place: Located in Methodist’s cafeteria, the Bistro  Promotion : Fliers hung in the hallway of cafeteria, event and menu advertised on the bistro’s phone recording, Phillies merchandise hung in the bistro  Anyone who purchased the meal special was entered into a raffle to win Phillies merchandise

Theme Day Menu and Flyer

Sales Forecast  Objective:  Achieve 5% increase in total sales compared with sales average of past 3 non-payday Wednesdays  Past 3 Wednesday sales average: $1,  5% increase: $69.33  Total projected sales: $1,  16 hot dog meal specials costing $4.50 each would achieve this goal

Equipment Resources  Equipment required for production and service:  Freezer  Refrigerators  Convection oven  Steamer  Sheet pans  Can opener  Hot holding steam table  Serving spoons, tongs

Food Resources  Food not already in stock ordered from US Foods, Sysco, Petro’s Bakery  Food ordered:  2 cases all-beef hot dogs  1 case frozen French fries  1 case single-serve relish  6 packages hot dog buns

Financial Resources  Variable Cost  Labor: 3.25 total hours of production/service x $14/hour for 1 employee = $45.50  Labor Per Unit: $45.50/42 units = $1.08  Raw Food Cost for Hot Dog Meal Special:  Hot Dogs = $27.10 per case/80 hot dogs per case = $0.34 each x 2 = $0.68  Hot Dog Buns = $4.23 per pack/16 buns per pack = $0.26 each x 2 = $0.53  All Hot Dog Condiments, total = $0.28  Old Bay Fries = $0.42 per serving, per recipe costing  16 oz soda = $0.20  Total Raw Food Cost per recipe = $ $ $ $ $0.20 = $2.11  Total Raw Food Cost for day = $2.11 x 42 units sold = $88.62  Total Variable Costs for event day= $ $2.11 = $3.19  Fixed Cost  Merchandising (decorations/raffle prizes): $49.32  I nsurance: $15 per month/31 days = $0.48 insurance per day  Total Fixed Costs for event day = $49.80

Breakeven Analysis  Sales  Sales Price Per Unit:$4.50  Units Sold:42  Total Variable Costs: $3.19  Fixed Costs: $49.80  Breakeven Point:  Fixed costs/(Sale Price – Variable Costs)  = units  Must sell 38 hot dog meal specials to neither make profit nor incur loss

Evaluation  42 Hot Dog Meal Deals sold  1 st Objective Met  $1, in total sales  5.6% increase over past 3 non-payday Wednesday sales  2 nd Objective Met  Customers indicated they liked the décor and raffle  Spoke to multiple customers who said they enjoyed the hot dog offerings and other themed menu items

Evaluation, Continued  Breakeven point of 38 was exceeded, 42 meals sold  This allows for a profit as a result of the theme day event  Themed menus and events at Anthony’s Broad Street Bistro may present opportunities to turn a profit and increase customer satisfaction  Continued demonstration of fresh, creative meals at an affordable price to its customers  Meeting and exceeding customer expectations