1. Grill Expansion Proposal

2. Mission: To attract faculty, staff, commuting and resident students with increased variety, extended grill service, and quality customer service at Buchman in order to increase overall satisfaction at the Russell Sage College Troy campus

3. Objectives: 1.Extend grill hours until 6pm 2.Increase variety of grill options 3.Offer daily specials, Monday through Friday 4. Effectively market the product 5.Offer a convenient alternative to competing venues

4. Today statement: Currently, the grill in Buchman offers special lunches on Fridays and daily static items including Tex-Mex (Monday through Thursday), classic and vegan burgers, chicken tenders, grilled cheese, fries and chips. The grill is open during peak lunch time hours of 11am – 2pm. Tomorrow statement: To increase the percentage of transactions at Buchman by 5% for faculty, staff, and commuter students over the next year by attracting students, faculty, and staff and providing more options between classes and in the evenings.

5. Caliente Grill Operation and Product Description: Continue to offer high quality, affordable foods and drinks to the Sage Community Expanded hours and operations will increase the availability, customization, and diversity of prepared to order and ready to go items Goals: expand the grill hours: to allow more opportunities for sales from students and faculty who have less traditional lunch hours Expand the menu options: to entice more of the market to choose the Caliente Grill as their “go to” place for fast, fresh food at any time

6. Measurable Key Result Indicators  It is anticipated that the average number of customer transactions in Buchman Pavilion will increase by five percent over the next fiscal year.  The average ticket sale per transaction will increase from $4.00 to $5.00 within the next fiscal year.  By expanding grill options and hours, gross revenue will increase by 31.25 percent over the next fiscal year.

7. Objective: To determine viability of grill expansion in connection to projected increase in revenue and customer satisfaction Target Segment: Macro target market: The Sage Community (includes students, faculty, and staff) Micro target market: Russell Sage commuter students

8. Three methods of customer feedback: 1.Questionnaires 2.Interviews 3.Focus groups

9. MENU: o Static and selective o Daily specials Monday through Friday o Upgraded items

10. Monday-Pasta Bar Choice of Spaghetti or Fettuccine Alfredo Upgrade Items: Grilled Chicken Breast or Meatballs Tuesday-Quesadilla Bar Flour or Whole Wheat Veggie Quesadilla Upgrade Items: Grilled Chicken Breast, Portabella Mushrooms, or Avocado Wednesday-Hot Sandwich Bar White or Whole Wheat Bread Choice of Meat and Cheese Upgrade Items: Side of Regular or Sweet Potato Fries Thursday-Breakfast Eggs, made to order Pancakes, Waffles, or Texas French Toast Upgrade Items: Cheese, Bacon, Sausage, or Hash Browns Friday-Chili Bar Vegetarian or Meat Options Upgrade Items: Hot Dog, Tortilla Chips, or Baked Potato

11. Marketing Mission To Increase sales and expand the financial growth of the Buchman location by increasing grill menu offerings, daily themes, hours of operation, and offer entrees at a competitive price in order to encourage the Sage community to dine on campus

12. Marketing Objectives Increase sales and grow the business Gain market share Provide alternatives to local venues Offer value at a competitive price Encourage 1 st semester commuters to dine on campus Promote new hours

13. Competitor Analysis: Panera Bread: 9 restaurants within 10 miles of Russell Sage Fresh ingredients and healthy dishes Extensive menu, reasonable prices, and quick service McDonald’s: Located on Hoosick Street and 15 th Street: convenient drive thru Open 24/7 Low prices Dunkin Donuts: Located within 2 blocks from Russell Sage College Open 5am-10pm Breakfast and sandwich menu offered throughout the day

14. Benchmark Competitors: Rensselaer Polytechnic Institute: McNeil Room o Located in the center of campus o Different themed stations provide menu variety o Display kitchen stations allow customers to see their food prepared o Most specials and entrees come with a side dish o Limited hours of operation: 11:30am-2pm Siena College: Pepsi Café o Wide variety of menu items o Operated by Sodexho: prices similar to Buchman o Display grill and sushi bar o Extensive hours of operation: 8am-midnight

15. Right Pricing: Current dinner: $7.29 Buchmann provides an entrée between 1:30-4:30 Alternative to local competitors Each entrée will be sold for $7.50 Anticipated $: average profit of $4 per transaction

16. MONDAY Pasta Bar TUESDAY Quesadillas WEDNESDAY Panini Bar THURSDAY Breakfast Bar FRIDAY Chili Bar Average cost $2.30 $3.23$3.46$1.51-$2.56$5.71-$6.87 Variable cost percentage 0.31 0.43 0.46 0.240.85

17. Strategic plans and keys to success: E-mail Blast Satisfaction Survey Promotional Advertisement Rework meal plan for commuters Upselling of Items Frequent visitor Promotion

18. Full Budget: Currently Buchman averages: 2000 transactions a week An average check of $4.00 Equal to a revenue of $8000.00 per week before expenses During a 37 week (two semesters) year, this revenue equals $296,000.00 Projected growth of: A 5% increase in transactions per week A $1.00 increase per average check Our new revenue would $10,500.00 per week before expenses. During a 37 week (two semesters) year, this revenue equals $388,500.00 Before adjustment for costs, this is a 31.25% increase in revenue ($92,500.00)

19. Start Up Summary: We are looking for a startup investment of $10,685.60. This would include the startup expenses of:  Cost of marketing o Direct mail out: envelopes and postage - $17.58 + $460.00 = $477.58 o Miscellaneous marketing items - $100.00  Food service equipment: Salad/sandwich refrigerated prep table - $2,500.00  Hardware: holding pans - $1,417.00  Proposed start up inventory (food cost) at $3,095.51 for two months - $6191.02

20. Projected Full Budget: WeeklySemester Year (37 weeks) Revenue$10, 500.00$388,500.00 Food Cost (39%)$4,095.00$151,515.00 General Expenses (12%)$1,260.00$46,620.00 Labor Cost$3,667.20$152,890.20* Net Profit$1,477.80$37,474.80 *Yearly labor cost adjusted to reflect a 52 week managerial salary

21. Scheduling: Employee Wages:  Manager starting salary at $42,000.00 per year  Full time employees are paid an hourly wage of $10.00 an hour  Part time employees are paid an hourly wage of $8.00 an hour Expanded staff would include:  4 grill workers  5 Thyme Café workers  2 Full time workers  7 Part time workers Buchman would be scheduled to have:  Two operators on the grill at all open hours  Three operators at the Thyme café during busy hours

22. Hazard Analysis Critical Control Plan (HACCP): Critical Control Points Listed o Cross-contamination of Gluten Free table o Temperature of hot holding and cold holding units monitored 105 point total o Over 21 points failing o 10-20 points is equivalent to needing major improvements o 0-10 points is equivalent to excellent or needing only a few improvements

23. Break Even Analysis: Unit sales (transactions) of 2100 per week Average check of $5.00 Variable unit cost of $2.55 Fixed costs of $3,667.00 Breakeven point would be 1497 transactions