1. BASEBALL SEASON OPENER BARBECUE
A Special Cafeteria Event!
Jessica Serdikoff
ARAMARK Dietetic Internship
Holy Redeemer Hospital and Medical Center

2. Statement of Purpose
“To provide the intern an opportunity to develop a business plan aimed at implementation of a retail theme day.”

3. ARAMARK Mission Statement
Continuously Improve
Lead by Example
Innovative products & services
Corporate responsibility & sustainability
Collaborate (Clients, Suppliers)
“We seek to lead by example and continuously improve in those areas of our business that are under our direct control.  At the same time, we work closely with our clients and suppliers to develop innovative product and service options that operationalize their corporate social responsibility objectives.”

4. HRMC Mission Statement
Catholic Health System
Care
Comfort
Heal
“As a Catholic Health System, rooted in the tradition of the Sisters of the Holy Redeemer, we Care, Comfort, and Heal following the example of Jesus, proclaiming the hope God offers in the midst of human struggle.”

5. Business Goals & Objectives
Increase cafeteria traffic/volume
Increase volume of customers from 133 to 140 (5%)
Increase people attending as a result of marketing from 32% to 37%
Goal 2:
Increase customer satisfaction
90% customers indicate “highly satisfied” - overall
85% customers indicate “highly satisfied” - food

6. Company Summary ARAMARK contract: November 2002
Guaranteed Net Budget (GNB)
Management Services
Foodservice
Patient & Resident
Credit/Transfer
Retail
Environmental Services and Room Revitalization
Linen Distribution
-GNB: (1) client pays ARAMARK fee to be in facility (2) ARAMARK covers budget overages, splits budget savings with client. (3) client incentives for achieving performance & financial benchmarks.
-Credit/Transfer: nourishments, catering, etc.

7. Market Segmentation & Analysis

8. Competitors Venue Menu Item Price Cheeseburger Chicken Sandwich Salad
HRMC Cafeteria
Classic Cheeseburger
$3.99
Wendy’s
Dave’s Hot ‘N Juicy 1/4lb Single
$3.69
Ricardo’s
$7.75
WaWa
Classic Meatball Hoagiea
$4.29
Brown Baggers
Homemade 1/4lb Cheeseburger
$2.84
Chicken Sandwich
Grilled Chicken Sandwich
$3.79
Ultimate Grilled Chicken Sandwich
$4.19
Grilled Chicken & Spinach Sandwich
$9.25
6” Breaded Chicken Sandwich
Homemade Grilled Chicken Sandwich
$3.53
Salad
Chicken Caesar Salad
$4.40
Spicy Chicken Caesar Salad
$5.99
Grilled Chicken Caesar Salad
$8.75
$4.99
Homemade Chicken Caesar Salad
$3.91
Wendy’s – quick service (2) Ricardo’s – Local take-out (3) WaWa: convenience store (4) Brown Baggers – bring from home
-Brown Bagging = cheapest on all 3 counts, but not by much.
-Ricardo’s substantially more expensive on all 3 counts
-HRMC middle of the road, actually 2nd cheapest option 2x (chicken, salad)

9. Strengths: Weaknesses: Opportunities: Threats:
SWOT Analysis
Strengths:
-Convenience
-Employees
Weaknesses:
-Price
Opportunities:
-Delivery Service
Threats:
-Economy
STRENGTHS:
-Convenience: parking, travel time
-Employees: Voice of the Customer: 79% extremely satisfied w/ employees & speed of service; 75% said employees were extremely knowledgeable
WEAKNESSES
-2009 Customer Close Up: customers believe $4.95 to be reasonable, HRMC average=$5.49; indicate spending $1.97 bringing from home, $3.33 when eating off-site.
-BUT market analysis reveals smaller discrepancy
-Either items not representative of true costs OR
-Price = perceived, not actual. Does it matter?
OPPORTUNITIES:
-Delivery service launched (softly) April 1st
THREATS:
-2009 CCU Survey: 74% extremely or v. concerned about economy; only 5% slightly or not at all concerned.
-Marketing & pricing/price perception important.
-If pricing can’t be changed, value may need to be: VOC survey: 16% said products offered together were a good value, 6% said promotions/specials were compelling, 20% said portions were satisfactory, 25% said received good value.

10. Market Segmentation 80% employees 25% nursing 20% administration
85% female
66% aged 35-59

11. Target Market
Aim to decrease “brown baggers” – still middle-aged female nursing, but emphasize those who don’t currently frequent the cafeteria.

12. South Philly Dog Special
Marketing
Promotion:
Flyers
Posters s
Price: $5
Product:
BBQ Favorites
South Philly Dog Special
New FroYo
Place:
Courtyard

13. 7 additional plates sold
Sales Forecast
5% volume increase
7 additional plates sold
$35 additional sales
(From $665 to $700)
(From 133 to 140)

14. The South Philly Dog Special
1 hot dog on a seeded roll, topped with spicy peppers, broccoli rabe and provolone cheese

15. Food / Ingredient List Menu Item Quantity Needed Ingredients
South Philly Dog (# servings: 20) 20 5
20oz
3 1/3 lb 4
2lb
2/3lb
6 2/3
2 2/3
1/3 cup
1 tablespoon + 1 teaspoon
2/3 teaspoon
Hot Dogs
Seeded Baguettes
Sharp provolone cheese
Broccoli di rabe
Roasted red peppers
Red bell peppers (to be roasted)
Italian long hot peppers
Garlic cloves, minced
Lemons
Olive oil
Kosher salt
Black pepper
-Cost/unit before South Philly Dog: $1.38

16. Equipment Needed Refrigerator Standard oven Stovetop Large sauté pan
Chef’s knife
Griddle
Holding pans
Tongs
Outdoor Grill

17. Employee Resources Intern Retail Production
Intern: Liaison, coordinator. Developed idea, made contacts, made final menu, promotional materials, worked, etc.
Retail: Manager supervised & facilitated event implementation, worked event, etc. FS employees cooked, decorated
Production: Manager supported efforts, FS employees purchased food, stocked, & cooked some of the food prior to service.

18. Financial Reports & Analysis

19. Financial Report SALES VARIABLE COSTS FIXED COSTS BREAKEVEN POINT:
Sale Price Per Unit
$5.00
Units Sold
169
VARIABLE COSTS
Labor Per Unit
$1.10
Raw Food Cost
$1.62
Variable Costs Total
$2.72
FIXED COSTS
Administrative
$10.00
Decorations
$24.42
Fixed Costs Total
$34.42
BREAKEVEN POINT:
34.42 / [1-(2.72/845)] =  35
Breakeven: the point at which no costs are incurred and no profit is being made.
Expenses = Revenue

20. Results
Describe pictures a little bit

21. Sales: 169 customers x $5 per tray = $845
Expenses: $296.72
Profit = $845 - $ = $548.28

22. Business Goals & Objectives
Goal 1: Increase cafeteria traffic/volume
Objective 1: Increase volume of customers from 133 from the previous promotional event to 140 (5%).
Last Event
133
This Event
169
% Increase
29%

23. Business Goals & Objectives
Goal 1: Increase cafeteria traffic/volume
Objective 2: Increase the number of people who attended the event in response to marketing, from 32% from the previous promotional event to 37%
Last Event
32%
This Event
24% Flyers/Posters
+ 17% s/Online Announcements
41% Marketing
% Increase 9%

24. Business Goals & Objectives
Goal 2: Increase customer satisfaction
Objective 1: 90% of customers indicate that they were “extremely satisfied” with the event overall.
Extremely Satisfied
Satisfied
Neutral
Dissatisfied
Extremely Dissatisfied
No Response 21 4 1
Total Responses 26
% Extremely Satisfied
81%

25. Business Goals & Objectives
Goal 2: Increase customer satisfaction
Objective 2: 85% of customers indicate that they were “extremely satisfied” with the food at the event.
Extremely Satisfied
Satisfied
Neutral
Dissatisfied
Extremely Dissatisfied
No Response 21 4 1
Total Responses 26
% Extremely Satisfied
81%

26. Evaluation Met goals for volume & marketing
Room for improvement with satisfaction
Value
Comments:
“Excellent! These events are fun & the food is good. Prices are very reasonable. Could we have those prices every day?”
“Great! Thanks for all you do!”
“Everything was so-o GREAT, do it again!!!”
Value: 88% extremely satisfied with value
-Monthly events in future
-Refer back to VOC survey results about promotions, value, & price

27. Questions?