 Taste of Thailand ARAMARK Dietetic Internship- Management Business Plan Project Presented By: Jane Cook

Purpose  Opportunity to develop a business plan  Exploration of ARAMARK & the client  Services provided, market analysis, marketing strategy, financial plan, & resources required  Be involved in every aspect of implementation of a new retail menu item

ARAMARK’s Business Purpose  “Professional services organization dedicated to excellence”  Develop leadership position by engaging & supporting their people  Develop “world-class experiences” with clients by developing relationships  Enable clients to realize their core mission  Create long-term value for clients

Mission of St. Francis Medical Center  Based on 5 Vincentian values:  Respect  Compassionate Service  Simplicity  Advocacy for the Poor  Inventiveness to Infinity

Goals for Retail Theme Day  Increase sales of exhibition salads by 10%  Compared to previous 3 week average  Increase sales of Wednesday exhibition item by 10%  Compared to previous week  Receive positive feedback in the timeliness of the exhibition station

Company Summary  ARAMARK  Account in place since September 21, 2009 ( 5 year contract)  Retail & Patient Services  5 managerial positions  4 full-time dietitians  Food-service associates  St. Francis Medical Center( SFMC)  384 bed facility  Trauma, maternity, neonatal ICU, emergency  Hospital associates heavily unionized  Serves South East communities of Los Angeles

SWOT External Analysis Opportunities  Customers desire for grab & go items  Customers desire for healthy options  Customers desire for easy to find vegetarian, vegan, gluten free items  Diverse staff looking for diverse food  Offer pre-made popular items on the grill  Train cashiers Threats  Hospital lay-offs  Restaurant turn-over  High volume of competitors  JACO/CMS visit has the possibility of poor findings  Poor EVS department at the hospital  Rise in food cost  Weather

SWOT Internal Analysis Strengths  In-house location  Variety  Associate discount- 30%, free  Payroll deduction  Positive safety & sanitation reputation  Resources available with ARAMARK  Large facility & equipment for operation  Strong management team Weaknesses  Cafeteria hours  Improper quantity of foods  Understaffed  Lack of adherence to recipes  Cleanliness in the cafeteria  Location far from Emergency Room which is full of visitors  Long lines at Exhibition & Grill stations

Most Direct Competition  Two block radius, over 20 restaurants  All Saint’s Café  Delivery & extensive specialty coffee  Priced lower than Starbuck’s  Carl’s Jr.  Fast-food  Green Burrito  Fast-food  Value Meals $

Market Segmentation Main area SFMC serves

Market Segmentation- SFMC Staff Ethnicity Category FY12 Hispanic 40.5% Asian 25% Black or African American 21.5% Caucasian 11.2% American Indian 0.4% Two or More 0.7% Native Hawaiian/Pacific Island 0.7% FY12 Non-Bargaining 443 UNAC 733 SEIU-UHW 813 Management 104 Total 2,093

Customer Close Up 2010

Target Market  Diverse staff at SFMC  Customers that come frequently  Looking for variety  Customers who want to sample something small  those who want to commit to whole meal

Marketing Strategy  Distribute electronic flyer  Post flyers in cafeteria

Marketing Strategy  Special signage to highlight items Thai Butternut Squash Bisque 12 oz. $ oz. $2.09 Soup Combo 16 oz. Soup, Noodle Salad, & Specialty Cookie $ 4. 29

Marketing Plan

Product  Thai Exhibition Salad  Thai Chicken Pizza  That Butternut Squash Bisque  Coconut, Chocolate Chip, & Macadamia Nut Cookie  Peanut Noodle Salad

Price ItemPrice Exhibition Salad Combo$6.29 Pizza Slice$2.79 Pizza Combo$ oz Soup/16 oz Soup$1.59/2.09 Soup & Salad Combo$4.29 Noodle Salad, sold separately$2.79 Cookie, sold separately$1.89

Place  SFMC Cafeteria  Located in the main tower of the hospital  Outdoor & indoor seating area

Promotion  Thai Peanut Noodle Salad put in specialty containers  Special signage used Thai Peanut Noodle Salad* $2.79 *This item contains peanut products

Promotion

Equipment Resources Equipment Used Grill in the cafeteriaRefrigerator/freezer Steam-jacketed kettleCarts RangeHotel pans Convection ovenMisc. utensils & spoodles OvenBaking pans, pizza pans, saute pan Cold-prep areaSoup warmers Cook’s prep areaExhibition station Blender & food processorHatco warmer

Food Resources ItemPackagePrice/PackageAmt Used/Total Amt Rice Noodles10/16oz$55.06 Chicken Breast48/4 oz$37.26$ Orange Juice3/3.5 Liter$49.50$1.34 ($0.035/oz) Lettuce, Spring Mix3# Pkr$10.30$20.60( 6 lbs) Lettuce, Rmn6/2lb$14.75$17.21( 14 lbs) CucumbersLug 36$16.60$5.53( 12 each) Red pepper, sliced5 lb$14.07$25.32 ( 9 lb) Pea Pod Snow10 lb packer$35.56$32.00( 9 lb) Red Onion, sliced5 lb$11.03$4.41 Peanuts3/2lb$27.21$9.07 Rice Wine Vinegar12/16.9 oz$54.33$27.06 (101 oz) Lime Juice12/16oz$21.99$7.33

Food Resources Continued ItemPackagePrice/PackageAmt Used/Total Amt Sugar25 lb$15.85$.48( 11oz) Soy Sauce4/1Ga$20.67$0.36 ( 9 oz) Fresh Cilantro1 lb5.86$1.19 (3.25 oz) Fresh Basil1 lb$8.26$.90( 1.75 oz) Fresh Mint1 lb$9.11$1.00 ( 1.75 oz) Garlic, minced23 oz$8.02$2.09 (6 oz) Vegetable Oil2/17.5 lb$34.74$3.57(3.6lb) Black ground pepper5 lb$44.12$0.70 ( 1.27 oz) Dried Basil Leaf Cut5.5 oz$4.73$0.39 ( 0.45 oz) Dried Thyme Leaf Whole7 oz$6.52$0.59 (0.63 oz) Cookie80/4oz$56.70$61.66 Soda ( 16 oz)5 Ga$61.20$26.62

Breakeven Analysis Thai Chicken Exhibition Salad Combo Sales Sale Price per Unit$6.29 Units Sold87 Variable Costs Labor per unit (5 hrs, $15/hr, 87 units)$0.86/unit Raw Food Cost per unit4.74 Variable Costs Total$5.60 Fixed Costs$10.44 Nat’l Average/plate, $0.12$0.12/plate Breakeven in number of units sold$10.44/($ )=16 (15.1)

Sales Forecast/Goals  Increase sales of exhibition salads by 10% on October 17 th, 2012  93 Salad  Actual Sold  85  119 Made Tuesday Exhibition Salad Average Units Sold 9/ /286 10/964 Average85

Sales Forecast/Goals  Increase Wednesday exhibition sales by 10% on October 17 th,  62  Actual Sold  85  119 Made Wednesday Exhibition Units Sold 10/356

Sales Forecast/Goals  Receive positive feedback in the timeliness of preparation of the exhibition salads QuestionYes ( # Respondents, %) No (#Respondents, %) Made in timely manner? 21, 95%1, 5%

Feedback

Feedback Continued

QuestionYes ( # Respondents, %) No (#Respondents, %) Aware of event?17, 28%8, 72% Like to see other cultural food? 21, 95%1, 5% Recommend to a co- worker? 22, 88%3, 12% Price Fair21, 81%5, 19%

Implications  Market differently  Taste test everything prior to service  Training on measurement of ingredients  Ounce(weight) vs. ounce(volume)  Simple changes  substantial increase in sales  Cookie

 Questions?