Aramark Distance Learning Dietetic Internship Richmond University - - PowerPoint PPT Presentation

Aramark Distance Learning Dietetic Internship Richmond University Medical Center (RUMC) Cafeteria Jeanette Kimszal April 2015

Statement Of Purpose

— Opportunity to develop a business plan for

a food promotion within the retail setting of an Aramark healthcare facility

Overview

— Mission Statement — Business Objectives — Company Description — Market — Strategy — Resources — Financial Data — Evaluation — Conclusion

Mission Statement

Aramark Richmond University Medical Center

Mission Statement Aramark Healthcare Systems

— “Our mission is to Deliver Experiences that Enrich

and Nourish Lives. — From our food and facilities businesses to our

uniform and medical technology maintenance businesses, we deliver experiences that enrich and nourish lives every day. As a company, we have five focus areas: our consumers, our clients, our employees, our shareholders and the communities in which we work and live.”

Mission Statement: Richmond University Medical Center

— Dedicate itself to the community at large — “A not-for-profit health care provider serving the

ethnically diverse community of Staten Island and its neighbors. We provide premier quality patient care through a full spectrum of emergent, acute, primary, behavioral health, and educational

• services. We do this in an environment that

promotes the highest satisfaction among patients, physicians, and staff”

Business Objectives

— Increase overall sales and foot traffic in the

Richmond University Medical Center (RUMC) Cafeteria through selling 24 of the Eggplant Asiago Flatbread Melt sandwiches. — Objective 1: Increase the amount of total sales during

the one day promotion by 5% in comparison to regular every day sales

— Objective 2: Use the National Nutrition Month table as

a marketing tool to increase traffic at RUMC Café by 5% during the time frame of the promotion

Company Summary

Aramark Richmond University Medical Center (RUMC) RUMC Cafeteria

Company Summary Aramark

— Innovations in food, facilities, management & uniforms — Services healthcare institutions, universities, school

districts, stadiums, arenas, and businesses in 22 countries

— Leader providing high-quality services with safety,

quality and services excellence as core values.

— Named “World’s Most Admired Companies” in 2013 by

FORTUNE

— Ranked one of the top 3 most admired companies in its

industry

— Named “World’s Most Ethical Companies” by the

Ethisphere Institute in 2012

Company Summary: Richmond University Medical Center

— Located in West Brighton, Staten Island,

New York

— 448 Bed facility with over 2,000 employees — Treatment in Medical, Surgery, Pediatrics,

Neonatal Care Gynecology, Obstetrics, Maternity Care, Intensive Care, Psychiatry, Behavioral and Substance Abuse Disorders

— 10 year partnership with Aramark — Currently in a five year contract that is in

effect until the end of 2017

Richmond University Medical Center Cafeteria

— Hours of Operation — 7 am – 5 pm — Variety of foods — Hot Entrees — Grill station — Cold & Hot Deli Sandwich station — Pizza — Salad bar — Soup station — Self serve coffee and fountain

drinks

— Holiday Action Stations — Employee Discounts

Market

Competition & SWOT Analysis Market Segmentation Target Market

Market: Competition

Starbucks Coffee Kiosk

— Convenient location — Starbucks coffee/

specialty drinks

— Slightly more expensive — Grab and go food — Employee discounts

— Competitive Local Business includes:

Puttin’ On A Bagel Coffee Shop

— Convenient location — Bagels, coffee, deli

sandwiches, muffins, groceries, lotto

— Is expensive — No discounts

SWOT Analysis

Internal Factors External Factors Strengths Opportunities

• Café easily accessible
• Friendly & Knowledgeable staff
• Dedicated Customer base
• Recent Renovation
• Reasonable prices
• Personalized salad and sandwiches
• Large food variety
• Weekly promotions and Holiday

action stations

• Free WIFI
• Large seating area
• Offer food items for special diets
• Bundle food items to increase sales
• Implement more healthy food items
• Execute informational events
• Execute promotional events with

sampling to increase sales

• USE RUMC intranet and email to

advertise promotions and specials

• Improvements in marketing/

promotions WEAKNESSES THREATS

• Limited options for dietary

restricted individuals

• No nutrition information
• Limited hours of operation
• Waste due to expired food

(sandwich fixings, fruits, yogurt)

• Few healthy food items available
• Cycle menu
• New restaurants increase

competition

• Increase in raw food costs lead to

decreased profits

• Promotional items may not appeal

to consumers

• Employee turn over may decrease

productivity

• Increase in taxes

Market Segmentation Customer Population

— “Voice of the Consumer” September 2014 Survey

Results

Majority of Consumers

— Students (54%) — Employees (40%)

— 36%

Administrators

— 26% Nursing

employees

Market Segmentation Customer Occupation

— “Voice of the Consumer” September 2014 Survey

Results

Females 60% Males 40%

— Ages 20-60 years — 60% Females — 40% Males

Market Segmentation Customer Demographics

— “Voice of the Consumer” September 2014 Survey

Results

— “Voice of the Consumer” September 2014 Survey Results

— Days Frequent the Cafeteria

Market Segmentation Customer Demographics

— “Voice of the Consumer” September 2014 Survey Results

— Health Conscious Consumers

Market Segmentation Customer Demographics

20% 8% 58% 14%

Target Market

— Health Conscious Consumers — Medical Interns — Medical & Nursing students — Hospital Employees

Strategy

Marketing Plan Sale Forecast

National Nutrition Month table combo with 20 oz bottled water, flyers at deli station Made on demand at the deli sandwich station Z

Strategy: Marketing Plan

Eggplant Asiago Flatbread Melt Flavorful and different Alternative sources of protein Tasty but low in calories and fat Made on demand

PRODUCT PRICE PLACE PROMOTION Sale price $5.95 Competitive with

• ther sandwiches

— Analyzed sales of previous sandwich promotion — Sandwiches sold 24 — Goals:

— Sell 24 sandwiches — Increase total sales by 5% — Increase total café traffic by 5%

Strategy: Sales Forecast

Resources

Equipment Resources Food Resources Financial Resources Raw Food Costs Breakeven Analysis

Equipment Resources

— Refrigerator — Ice cubes — A Panini press — Hotel Pans to chill the

food items

— 4” Deep ¼ pan for the

cheese

— 4” Deep ½ pans for the

eggplant and peppers

— Tongs for the eggplant

and peppers

— Spatula for the bean

spread

— 1 oz spoodle for the

cheese

— #30 scoop for the white

bean spread

— Pepper grinder

— All ingredients bought fresh from Aramark approved

vendor US Foods — Flatbread (6.5” x 6.5”) 3 ¼ oz — 2 slices eggplant — 1 oz spoodle asiago cheese — 1 tsp. balsamic glaze — 4 grinds pepper — #30 scoop white bean spread — 1 oz spoodle roasted pepper

Food Resources

Financial Resources

Financial Resources Raw Food Costs Breakeven Analysis Financial Review

— Budget for promotion previously set by director,

district manager, and retail manager

— Additional promotional costs for flyers came to about

$2.00

— 1 food service worker for 2 hours of work:

— $35.00

— Total labor cost: $1.94

Financial Resources

Financial Resources Cont.: Raw Food Costs

Ingredient ¡ Weight ¡/ ¡Ounce ¡ $PU ¡ $/oz ¡ Size ¡Por6on ¡ ¡Total ¡Cost ¡ White ¡Bean ¡Spread ¡ 26 ¡ $16.81 ¡ ¡ $1.55 ¡ 1 ¡ $1.55 ¡ Eggplant ¡ 0.19 ¡ $45.26 ¡ ¡ $0.00 ¡ 2 ¡ $0.01 ¡ Flat ¡Bread ¡ 3.25 ¡ $35.22 ¡ ¡ $0.09 ¡ 3.25 ¡ $0.30 ¡ Asiago ¡Cheese ¡ 24 ¡ $11.85 ¡ ¡ $2.03 ¡ 0.5 ¡ $1.01 ¡ Canned ¡Roasted ¡Red ¡ Peppers ¡ 24 ¡ $64.80 ¡ $0.37 ¡ 1 ¡ $0.37 ¡ Balsamic ¡Fig ¡Glaze ¡ 4 ¡ $32.35 ¡ $0.12 ¡ 0.5 ¡ $0.06 ¡ Whole ¡Black ¡Pepper ¡Spice ¡ 0.50 ¡ $46.81 ¡ $0.01 ¡ 0.02 ¡ $0.00 ¡ Total ¡Cost ¡ 3.30 ¡ Por6ons ¡Yielded ¡ 1 ¡ Cost ¡Per ¡Por6on ¡ 3.30 ¡ Desired ¡FC ¡% ¡ 45 ¡ Forecasted ¡Sales ¡Price ¡ $5.95 ¡ ¡

Financial Resources Cont.: Breakeven Analysis

Sales ¡ Sales ¡Per ¡Meal ¡ $5.95 ¡ ¡ Number ¡of ¡meals ¡sold ¡ 18 ¡ Variable ¡Costs ¡ Labor ¡cost ¡per ¡serving ¡ $1.94 ¡ Raw ¡food ¡cost ¡ $3.33 ¡ Total ¡Variable ¡Costs ¡(VC) ¡ $5.27 ¡ Fixed ¡Costs ¡ Insurance ¡and ¡administraRve ¡costs ¡ $7.00 ¡ PromoRonal ¡flyers ¡ $2.00 ¡ Total ¡Fixed ¡Costs ¡(FC) ¡ $9.00 ¡ Breakeven ¡Analysis ¡ Breakeven ¡number ¡units ¡sold ¡ 13 ¡

— The promotion somewhat successful — Breakeven sales slightly surpassed — Gross Margin: 45%

Total Sales $107.10 Total Raw Food Costs $59.40 Gross Margin $47.70 Gross Profit Margin % 45%

Financial Resources: Financial Review

Evaluation

— Objective 1: Increase the amount of total sales

during the one day promotion by 5% in comparison to regular every day sales – Accomplished!

— Daily average sales increased by 32%

Item: ¡ ¡ Baseline ¡ Period ¡ Promo6onal ¡ period ¡ Percent ¡Change ¡

Number ¡of ¡Days ¡ ¡ 1 ¡ 1 ¡ ¡ ¡ Sales ¡collected ¡per ¡Day ¡ $2,610.20 ¡ ¡ $3,827.31 ¡ ¡ 32% ¡

Evaluation Continued

— Objective 2: Use the National Nutrition Month table

as a marketing tool to increase traffic at RUMC Café by 5% during the time frame of the promotion –Accomplished!

— 31% increase in customer traffic

Item: ¡ ¡ Baseline ¡ Period ¡ Promo6onal ¡ period ¡ Percent ¡Change ¡

Number ¡of ¡Days ¡ ¡ 1 ¡ 1 ¡ ¡ ¡ POS ¡Customers ¡per ¡Day ¡ 620 ¡ 900 ¡ 31% ¡

Evaluation Continued

— Fell short 6 sandwiches from goal

— Salads or other sandwiches may be more popular — Eggplant may not be popular food item

— May question if there were other variables that

increased the sales and foot traffic

— Incorporate better marketing efforts in future

promotions

— Sampling may help increase items sold

National Nutrition Month Promotional Table

Promotions In the Cafe Promotions at the National Nutrition Month Table

Sandwich Preparation and Display

Conclusion

— Somewhat successful event — Increased sales & foot traffic — Other food items may have increased sales and traffic — May need better marketing with sampling in future

promotions

Questions