1. Royals Opening Day Tailgate Lindsey Warren May 4 th, 2012 Management Business Plan ARAMARK Distance Learning Dietetic Internship 2011-2012 Providence Medical Center

2. Business Plan Purpose  The Royals Opening Day Tailgate Event was designed to provide an out of the norm event for appeal as well as serve fun tailgate foods to help customers reminisce while supporting the opening day of our local sports team.

3. ARAMARK Mission Statement  We are… a professional services organization dedicated to excellence.  We do…  Develop and sustain leadership  Provide world-class experiences, environment and outcomes  Enable our clients to realize their core mission  Create long-term value and capture the greatest opportunity.

4. Providence Medical Center Mission Statement  We will… Reveal God's healing love by improving the health of the individuals and communities we serve, especially those who are poor or vulnerable.

5. Event Objectives  Primary Goal: Increase Sales  Objectives:  To increase net sales in the café by 5%  To increase the average check by $0.10  To increase the number of combo sales by 5%

6. History of Providence Medical Center  1918 – Began serving the Community  1967 – Partnered with ARAMARK  1987 - Opened a long-term facility on campus  1994 – Became an affiliate of St John Hospital  2011 – Transitioned to privacy rooms

7. Providence Medical Center Today  400-bed acute care hospital  Offers  Newly renovated ER  Multidisciplinary Joint and Spine Surgery Center  Privacy Rooms for all inpatients  Long-term care Facility  Cardiac rehabilitation program

8. ARAMARK Services  Inpatient Services  Inpatient/resident meal delivery  Clinical assessments  Retail Services  Providence Plaza Café  Vending machines  Catering Services

9. Competitive Local Business Combo Prices Panera Bread $6.29 Five Guys Burger and Fries $7.59 Subway $6.59 Cheese Burger Paradise $8.29 Providence Plaza Café $5.99  Competitors  Located 2 miles away  Also offer entertainment and shopping  Providence Plaza Café  Offers employee discount  On campus  No travel time or money

10. Internal Analysis S trengths W eaknesses  Location  Array of Choices  Healthy Options  Weekly Specials  Reasonable Prices  Employee Discount  Convenient/Grab and Go Options  4-week Menu Cycle may bore long-term employees  Inconsistency in preparation

11. External Analysis O pportunities T hreats  More Nutritional Options  Use of Just 4 U Icons  More promotional Theme Events  Providing Samples of Promotional Items  Low Census  Economic Recession  Food Cost Price Increases

12. Market Segmentation  Wyandotte County  Part of Kansas City Metropolitan Area  Population: 156, 505  50.7% female  Race:  55% White  25% Black  26% Hispanic  3% Asian

13. Target Market  80% of clientele is Providence employees  Total 993 Employees  670 full-time  155 part-time  Female: 805  Male: 188

14. Marketing  Product: selected to match the tailgate theme  Outside the normal menu  Food to reminisce  Price  Cover food and production costs  Offer employee discounts  Generate a profit

15. Marketing Continued  Place  Providence Plaza Café  Promotion  Signage  Mass email  Sent Monday and Thursday  Word-of-mouth

16. Sales Forecast  Forecast  Averages of two previous Fridays  Net Sales: $1,887.25  Combos sold: 92  Breakeven analysis of bread pretzels  28 units need to be sold

17. Food Resources  Ordered from Sysco  Monday 9 th and Wednesday 11 th  Items needed:  Grill: bread pretzels and corndogs  Hot dog Bar: hot dogs, polish sausages, bratwurst, buns, potato salad, macaroni salad, slaw, chili, relish, mustard, ketchup and cracker jacks  Nacho Bar: corn tortillas, nacho cheese, sour cream, jalapenos, salsa

18. Equipment Resources  No additional equipment purchases were needed.  Equipment List:  Sheet pans  Tilting Skillet  Deep Fat Fryer  Flat Top Grill  Steam table  Chafing dishes  Convection ovens  3 rectangle dining tables

19. Financial Resources  Sales of bread pretzels:  Sales price per unit$1.99 ea.  Units Sold37  Variable Costs (i.e. food costs, labor, etc):  Labor per unit (4hrs, $12/hr, 37 units sold)$0.77  Raw Food Cost: $0.26 ea. Total: $1.03  Fixed Costs:  Decoration Costs$5.84  Misc administration costs$16.40  Rent(800/month  4hrs)$4.44 Total: $26.68 Breakeven Analysis: 28 bread pretzels

20. Evaluation  Goal: Increase Sales  Objectives:  ↑ Net sales by 2%  ↑ Number of combos sold by 5%  ↑ Average check by $0.10  Improvements:  Taste testing marketing  Customer satisfaction survey  Limitations:  Price increase of hot dogs  increase combo price  Census was low

21. Questions