Healthy Snack Attack Retail Business Plan St. Mary’s Hospital and Regional Medical Center Cristina Pronove Aramark Dietetic Intern

Statement of Purpose To develop and implement a retail promotion to increase sales of Quaker Fruit Medley Bars at St. Mary’s Columbine Cafe

Mission Statements St. Mary’s Hospital and Regional Medical Center: “We reveal and foster God’s healing love by improving the health of the people and communities we serve especially those who are poor and vulnerable.” Aramark: “Aramark delivers experiences that enrich and nourish people’s lives through innovative services in food, facilities management, and uniforms. We provide award- winning services to healthcare institutions, universities and school districts, stadiums and arenas, and businesses in 22 countries around the world.”

Goal and Objective Goal: Increase sales and number of Quaker Fruit Medley Bars through retail promotional business plan. Objective: Increase the sales and number of Quaker Fruit Medley Granola bars sold by 50% compared to the previous week’s sales.

Company summary -St. Mary’s is located in Grand Junction, CO and is the largest hospital and medical center between Denver, CO and Salt Lake City, UT -Sisters of Charity Leavenworth (SCL) health systems -270 staffed beds -Average Census: 183 patients

Aramark and St. Mary’s -Aramark account since July of Guaranteed Net Budget: Food production costs are guaranteed to remain within St. Mary’s budget for the fiscal year. -Contract renewal in Provides patient meals via room service Duties: -Provides meals to associates, visitors, and patients in retail [Columbine] cafe, Life Center, Mind Springs and Advanced Medicine Pavilion

Competitors 7th Street Deli: Sandwiches, salads, soups $6.95-$10.00 The Ale House: Sandwiches, Entrees, Pizza, Salads, Full bar with 9+ beers on tap $10.00-$22.00 Pizza Hut: Pizza, Wings, Pasta, Breadsticks $10.00+

SWOT Analysis PositiveNegative External factors Strengths ✦ Location (located on main floor of hospital) ✦ Cycle Menu (4-week cycle menu) ✦ Strong Management ✦ Friendly Staff ✦ Prices ✦ Convenience ✦ Production Quality ✦ Offers Variety ✦ Large Seating Area ✦ Associate Discount ✦ To-go and grab-n-go options ✦ Payment System (credit/debit cards, cash, payroll deduction) ✦ Hours of Operation Weaknesses ✦ Cycle Menu (Changed once to twice per year for 4-week menu) ✦ Microwaves (Encourages people to bring food from home) ✦ Competitive Vulnerability ✦ Portion size (Smaller than competitors) ✦ No Outside Patrons (Unless visiting patients) ✦ High Training Cost (high employee turnover) ✦ “Hospital Food” Reputation Internal factorsOpportunities ✦ Technological Advances (replace broken equipment) ✦ New Distribution Channels (Delivery to rooms for visitors) ✦ Competition weaknesses (Same options as competitors) ✦ Improvement in Marketing Threats ✦ Popular Competition ✦ Decreasing Profit (increased equipment/food costs) ✦ Potential patrons bring food from home/outside facilities ✦ Inflation/changes in economy ✦ Increased cost percentage on “as purchased” items ✦ Numerous restaurant/grocery options near Hospital ✦ High Employee Turnover Rate (Training costs, understaffed)

Market segmentation -St. Mary’s associates, visitors, and patients -Teaching hospital=higher majority of students -81.9% white, 13.5% hispanic, 1% black -Grand Junction Residents live active lifestyles partaking in outdoor activities -Fit, healthy meals with convenience

Promotional event concept -Customers seek high-quality meals with convenience -Promote healthier snack options -Increase sales of a “dog”: Quaker Fruit Medley Bars -Quaker Fruit Medley Bars+piece of fruit for $2.70

Marketing strategy -Post flyers at nurses’ stations, entrance, and cash register of Columbine Cafe -Global to associates promoting event -Post advertisement for promotional event on Columbine Cafe’s main website -”Healthy Snack Attack” deal available for the week of April 16, % off of what the combination would typically cost

Product, price, place, promotion -Product: Quaker Fruit Medley Bars+1 piece of fruit -Price: $2.70 = 10% discount -Place: Columbine Cafe located in St. Mary’s Hospital -Promotion: 2 flyers created and posted, global to St. Mary’s associates, advertisement on Columbine Cafe’s website

Sales forecast Sales for Quaker Fruit Medley Bars will increase at least 50% during the week of the promotional event.

Resources -Limited Resources were needed for promotion -Retail Manager: Assisted intern with promotional concept, taught intern infogenesis, provided intern with direction to advertise promotion -Purchasing Manager: Ensured adequate inventory of products needed for event -Dietetic Intern: Created and placed flyer, came up with promotional concept, implemented promotion in cafe -Cashiers: Upsell promotional deal

Equipment resources 1. Paper and color ink to print flyers 2. Display stands to display Quaker Fruit Medley Bars and Fresh fruit 3. Promotion signs to display flyers

Food Resources -Quaker Fruit Medley Bars: in stock -Fresh oranges, bananas, and apples: in stock

BReakeven Analysis Variable Costs Labor per Unit$0.00 Raw Food Cost$1.36 Total:$1.36 Fixed Costs Misc Administration Costs$1.44 Insurance$3.00 Total:$4.44 Sales Sales price per deal$2.70 Number of deals sold4

Evaluation -Success was determined by comparing sales of Quaker Fruit Medley Bars for promotional event compared to previous week’s sales -Sales of Quaker Fruit Medley Bars increased 100% during promotional event - 4 Bars were solds compared to the 2 sold in the previous week Success!

References 1.St. Mary’s Medical Center. Accessed March 23, Retail Food Services. ARAMARK Healthcare Website. Available at: Accessed April 1, 2015./sa/home/local.aspx?id=4096. Accessed April 1, Tips for Writing Goals and Objectives _1/courses/rmk /Tips%20for%20Writing%20Goals%20and%20Objectives%281%29.pdf. Accessed March 15, rid _1/courses/rmk /Tips%20for%20Writing%20Goals%20and%20Objectives%281%29.pdf. Accessed March 15, Grand Junction, Colorado. City-data.com. Accessed April 2, 2015.Grand Junction, Colorado. City-data.com. http: 5.7th Street Deli. Accessed April 3, The Ale House, Grand Junction. Accessed April 3, 2015.ion. Accessed April 3, Pizza Hut. http.// Accessed April 3, 2015.Pizza Hut. http.//