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Published byGodwin Pitts Modified over 9 years ago
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Meet Your Dietitian: Color Yourself to Health By Andrea Shelley
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Purpose of Business Plan To promote healthier choices offered in the cafeteria Maintain profit Introduce Registered Dietitian
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Business Objective To produce a 20% profit (not including discounts) on the lunch promotion “Meet Your Dietitian” theme day main entrée sold at the World Station in the Blessing Hospital Cafeteria. To increase the percentage of customers who state that the “promotions/specials were compelling” in the Your Voice Counts Survey by greater than or equal to 5% within one week following the theme day promotion.
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Market Analysis Main competition: Tea Room Set down or takeout Static menu with specials Located within the hospital
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Price Comparison Food ItemCafeteriaTea Room Cold Sandwich $2.79(Grab and Go)$2.25-$4.50 Hot Sandwich (Made to order) $2.29-$3.89$1.75-$6.50 Salad $.30/oz Premade= $2.99 Side Salad = $2.50 Entrée salad= $7.75- $4.00 Pie $1.49$2.75-$3.25
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Internal SWOT Analysis Strengths Weaknesses Provides employee discount Provides Core Health discount Large seating area Pricing comparable or lower than competitors Free coffee/tea provided during specified hours. Does not sale gifts Less convent location Hot food items not offered all day Coke products not offered
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External SWOT Analysis OpportunitiesThreats Pizza Delivery Improve marketing of theme days or specials in cafeteria Keep grill open between lunch and dinner Poor Economy leads to more “Brown Baggers” Competition-fast food beginnings to offer “healthier” food options
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Market Segmentation Determined using Your Voice Counts Core Health leading to demands for healthy food options Menu variety 58.8% of cafeteria customers stated that they eat in the cafeteria 4-7 times per week Provide desired meal choices for college students to seasoned workers
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Target Market Hospital Employees Middle aged Average age of 47 Caucasian Participants of Core Health
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Marketing strategy Product: Healthy meal Dietitian to answer questions Price: A la carte Entrée = $3.89 Side dish = $1.29 Dessert = $1.49 Pl ace: Blessing Hospital Cafeteria World/Demo station Promotion: Banner Blessing emailed newsletter Menu board flyer
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2’ x 3’ Banner
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Sales forecast Evaluated similar products served in cafeteria Added 15% to average Salmon = 86 servings Green beans = 80 servings Blueberry Cobbler = 160 serving 15% not added
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Equipment Resources Refrigerator Grill Stove Stockpot Hotel pans Half pans Tongs Slotted spoon 3 oz scoop 4 oz scoop Convection oven Cutting Board Cutting Glove Chef’s knife Whisk Mandoline Warmer Mixing bowls Sheet pans
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Food Resources Collaborated with Purchaser Proved scaled recipes 10 days prior to event Food ordered through Sysco Changes made to recipes as needed Frozen peaches used in place of fresh Fresh blueberries mixed with frozen blueberries
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Entrée Sales and Cost Analysis Sales Sales price of main entrée $3.89 Amount of main entrée sold 86 Total sales$334.54 Variable Cost Labor per meal$.56 Raw food cost$2.03 Total Variable$2.59 Fixed Cost Decorations$6.00 Fruit Basket$5.00 Total Fixed$11.00
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Entrée Profit Analysis
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Evolution To produce a 20% profit on the lunch promotion “Meet Your Dietitian” theme day main entrée sold at the World Station in the Blessing Hospital Cafeteria. Met! 30.1% profit To increase the percentage of customers who state that the “promotions/specials were compelling” in the Your Voice Counts Survey by greater than or equal to 5% within one week following the theme day promotion. Not Met 2% increase
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