Management Business Plan Marissa Thiry Aramark Dietetic Internship

Purpose The business plan will allow the intern to explore the company, services provided, market analysis, marketing strategy, financial plan, and resources required to successfully implement a retail menu or specialty menu item.

Mission Statements NorthShore University HealthSystem Aramark “The core mission is to preserve and improve human life” Aramark “To deliver experiences that enrich and nourish lives”

Business Objectives Goal: Increase sales in the Atrium Café Objective: Increase average net sales for a comparable cold sandwich (Italian sub) from the previous Monday by 10%. Objective: Increase total net sales for all items in the Atrium Café by 5% based on previous Monday sales by offering a promotional item priced at $4.00 compared to previous Monday’s item priced at $3.80.

Company Summary – Evanston Hospital Northern suburb of Chicago Largest hospital in NorthShore System 10,000 employees Primary teaching hospital for University of Chicago Pritzker School of Medicine Renowned location for cancer treatment, neurological, orthopedic, cardiovascular and high-risk maternity care

Company Summary – Aramark & Northshore Long standing relationship – over 20 years Provides clinical engineering, foodservice, environmental services, and transportation Foodservice: production, retail, catering, patient services, dietary services One of ten largest Aramark healthcare facilities

Market Analysis Wide market and competition in the area due to diverse population and variety of local eateries Employee off-site parking at Ryan Field limits off-site lunches Better price point than most competitors Main Cafeteria: salad bar, grill, home station, world station, grab and go options Atrium Café: espresso beverages, made to order sandwiches, paninis, calzones, upscale options

SWOT Analysis Positive Negative Internal Factors Strengths: Convenience of Location Low price point Variety of choices Long standing partnership Reliability of menu to customers Off-site parking Weaknesses: Healthcare menu restrictions No employee discount Cyclic menu may be repetitive to long-time customers External Factors Opportunities: More allergy friendly options Specials of the day / promotional items Pending employee discount Loyalty program concept Outdoor seating area Threats: Upcoming cafeteria remodel Pending price increase Weather – more offsite eating opportunities Low census Large number of competitors in the area

Market Segmentation 80% of customers: Northshore employees, Aramark employees, residents, other hospital affiliates 20% of customers: patients, guests of patients, other guests to hospital 22-65 years of age, from Chicago, Evanston, and surrounding areas Primary ethnicity: Caucasian Even mix of males/females

Target Market Those who dine at the Atrium Café on a regular basis, anyone who is looking for a healthier option for lunch, or anyone who is dining at the Atrium Café for the first time, such as a guest to the hospital

Promotional Event – Chipotle Chicken Ciabatta

Marketing Strategy Product: Chipotle Chicken Ciabatta Place: Atrium Café Price: $4.00 Promotion: Advertisement: Flyer week prior to event / day of event “One day Only”, Nutritional Facts, “Eat Well” Label, National Nutrition Month Testimony: Sample Tray and employee communication

Resources – Equipment Grill Oven Freezer Refrigerator Deli Cooler Blast Chiller 8x8 Clamshells Knife set (bread knife, chef knife) Oven mitts Cutting board Cutting glove Mixing bowls Whisk Measuring cups/spoons Hotel pan Cater tray (for samples during lunch service) Sample cups

Resources – Food & Financial Vendors: Sysco and Alpha Bread Ingredients: Ciabatta Roll, chicken breast, fresh lettuce, tomato, pepper jack cheese, chipotle mayonnaise Financial Retail budget – pre-determined Evaluated price point of product (Prima recipe provided unit cost)

Financial Data Start-Up Budget: Sales Forecast: Foodservice budget: pre-determined Most ingredients already part of standard Sysco order Sales Forecast: Italian Sub forecast: 24 sandwiches 10% increase for promotion: 27 sandwiches

Financial Data – Breakeven Analysis

Evaluation Net sales of sandwich (Objective: 10% increase) Previous Monday: 24 Atrium sub sandwiches sold Promotional Event: 29 specialty sandwiches sold 20.8% increase in net sales Total net sales in Atrium Café (Objective: 5% increase) Previous Monday: $2,232.84 Promotional Event: $2,379.51 6.5% increase in total net sales Hot sandwich may have been better in colder weather