Taste of ThailandARAMARK Dietetic Internship- Management Business Plan Project

Presented By: Jane Cook

Purpose

Opportunity to develop a business plan

Exploration of ARAMARK & the client Services provided, market analysis, marketing

strategy, financial plan, & resources required

Be involved in every aspect of implementation of a new retail menu item

ARAMARK’s Business Purpose

“Professional services organization dedicated to excellence”

Develop leadership position by engaging & supporting their people

Develop “world-class experiences” with clients by developing relationships

Enable clients to realize their core mission

Create long-term value for clients

Mission of St. Francis Medical Center

Based on 5 Vincentian values:

Respect

Compassionate Service

Simplicity

Advocacy for the Poor

Inventiveness to Infinity

Goals for Retail Theme Day

Increase sales of exhibition salads by 10% Compared to previous 3 week average

Increase sales of Wednesday exhibition item by 10% Compared to previous week

Receive positive feedback in the timeliness of the exhibition station

Company Summary

ARAMARK

Account in place since

September 21, 2009 ( 5

year contract)

Retail & Patient Services

5 managerial positions

4 full-time dietitians

Food-service associates

St. Francis Medical Center( SFMC)

384 bed facility

Trauma, maternity, neonatal

ICU, emergency

Hospital associates heavily

unionized

Serves South East

communities of Los Angeles

SWOT External Analysis

Opportunities Customers desire for grab &

go items Customers desire for healthy

options Customers desire for easy to

find vegetarian, vegan, gluten free items

Diverse staff looking for diverse food

Offer pre-made popular items on the grill

Train cashiers

Threats Hospital lay-offs

Restaurant turn-over

High volume of competitors

JACO/CMS visit has the possibility of poor findings

Poor EVS department at the hospital

Rise in food cost

Weather

SWOT Internal AnalysisStrengths

In-house location

Variety

Associate discount- 30%, free

Payroll deduction

Positive safety & sanitation reputation

Resources available with ARAMARK

Large facility & equipment for operation

Strong management team

Weaknesses

Cafeteria hours

Improper quantity of foods

Understaffed

Lack of adherence to recipes

Cleanliness in the cafeteria

Location far from Emergency Room which is full of visitors

Long lines at Exhibition & Grill stations

Most Direct Competition

Two block radius, over 20 restaurants All Saint’s Café

Delivery & extensive specialty coffee Priced lower than

Starbuck’s Carl’s Jr.

Fast-food Green Burrito

Fast-food Value Meals $5.00-

8.00

Market Segmentation

Main area SFMC serves

Market Segmentation- SFMC Staff

Ethnicity Category

 FY12

Hispanic

40.5%

Asian

25%

Black or African American

21.5%

Caucasian

11.2%

American Indian

0.4%

Two or More0.7%

Native Hawaiian/Pacific Island

0.7%

   

FY12

Non-Bargaining443

UNAC733

SEIU-UHW813

Management104

Total2,093

Customer Close Up 2010

Off-site8%

Skip10%

On-site30%

Bring51%

1%

17%

1%

25%

8%

9%

12%

1%

13%

13%

0% 5% 10% 15% 20% 25% 30%

Executive

Director

Physician

Nursing

Technical

Support Staff

Patient Services

Administrative

Researcher

Other

Target Market

Diverse staff at SFMC

Customers that come frequently Looking for variety

Customers who want to sample something small those who want to commit to whole meal

Marketing Strategy

Distribute electronic flyer

Post flyers in cafeteria

Marketing Strategy

Special signage to highlight items

Thai Butternut Squash Bisque

12 oz. $1.5916 oz. $2.09

Soup Combo

16 oz. Soup, Noodle Salad, & Specialty Cookie

$ 4. 29

Marketing Plan

Product

Thai Exhibition Salad

Thai Chicken Pizza

That Butternut Squash Bisque

Coconut, Chocolate Chip, & Macadamia Nut Cookie

Peanut Noodle Salad

Price

Item Price

Exhibition Salad Combo $6.29

Pizza Slice $2.79

Pizza Combo $4.79

12 oz Soup/16 oz Soup $1.59/2.09

Soup & Salad Combo $4.29

Noodle Salad, sold separately $2.79

Cookie, sold separately $1.89

Place

SFMC Cafeteria

Located in the main

tower of the hospital

Outdoor & indoor

seating area

Promotion

Thai Peanut Noodle Salad put in specialty containers

Special signage used

Thai Peanut Noodle Salad*$2.79

*This item contains peanut products

Pro

motio

n

Equipment Resources

Equipment Used

Grill in the cafeteria Refrigerator/freezer

Steam-jacketed kettle Carts

Range Hotel pans

Convection oven Misc. utensils & spoodles

Oven Baking pans, pizza pans, saute pan

Cold-prep area Soup warmers

Cook’s prep area Exhibition station

Blender & food processor Hatco warmer

Food Resources

Item Package Price/Package Amt Used/Total Amt

Rice Noodles 10/16oz $55.06 $55.06

Chicken Breast 48/4 oz $37.26 $108.65

Orange Juice 3/3.5 Liter $49.50 $1.34 ($0.035/oz)

Lettuce, Spring Mix 3# Pkr $10.30 $20.60( 6 lbs)

Lettuce, Rmn 6/2lb $14.75 $17.21( 14 lbs)

Cucumbers Lug 36 $16.60 $5.53( 12 each)

Red pepper, sliced 5 lb $14.07 $25.32 ( 9 lb)

Pea Pod Snow 10 lb packer $35.56 $32.00( 9 lb)

Red Onion, sliced 5 lb $11.03 $4.41

Peanuts 3/2lb $27.21 $9.07

Rice Wine Vinegar 12/16.9 oz $54.33 $27.06 (101 oz)

Lime Juice 12/16oz $21.99 $7.33

Food Resources ContinuedItem Package Price/Package Amt Used/Total Amt

Sugar 25 lb $15.85 $.48( 11oz)

Soy Sauce 4/1Ga $20.67 $0.36 ( 9 oz)

Fresh Cilantro 1 lb 5.86 $1.19 (3.25 oz)

Fresh Basil 1 lb $8.26 $.90( 1.75 oz)

Fresh Mint 1 lb $9.11 $1.00 ( 1.75 oz)

Garlic, minced 23 oz $8.02 $2.09 (6 oz)

Vegetable Oil 2/17.5 lb $34.74 $3.57(3.6lb)

Black ground pepper 5 lb $44.12 $0.70 ( 1.27 oz)

Dried Basil Leaf Cut 5.5 oz $4.73 $0.39 ( 0.45 oz)

Dried Thyme Leaf Whole 7 oz $6.52 $0.59 (0.63 oz)

Cookie 80/4oz $56.70 $61.66

Soda ( 16 oz) 5 Ga $61.20 $26.62

Breakeven AnalysisThai Chicken Exhibition Salad Combo

Sales

Sale Price per Unit $6.29

Units Sold 87

Variable Costs

Labor per unit (5 hrs, $15/hr, 87 units) $0.86/unit

Raw Food Cost per unit 4.74

Variable Costs Total $5.60

Fixed Costs $10.44

Nat’l Average/plate, $0.12 $0.12/plate

Breakeven in number of units sold $10.44/($6.29-5.60)=16 (15.1)

Sales Forecast/Goals

Increase sales of exhibition salads by 10% on October 17th, 2012 93 Salad

Actual Sold 85 119 Made

Tuesday Exhibition Salad Average Units Sold

9/25 105

10/2 86

10/9 64

Average 85

Sales Forecast/Goals

Increase Wednesday exhibition sales by 10% on October 17th, 2012. 62

Actual Sold 85 119 Made

Wednesday Exhibition Units Sold

10/3 56

Sales Forecast/Goals

Receive positive feedback in the timeliness of preparation of the exhibition salads

Question Yes( # Respondents, %)

No (#Respondents, %)

Made in timely manner?

21, 95% 1, 5%

Feedback

1 2 3 4 50

2

4

6

8

10

12

14

Color Satisfaction

1(Poor)- 5(Excellent)

# of

Res

pond

ents

1 2 3 4 50

1

2

3

4

5

6

7

8

9Flavor Satisfaction

1(Poor)- 5 (Excellent)

# of

Res

pond

ents

Feedback Continued

1 2 3 4 50

2

4

6

8

10

12

Texture Satisfaction

1 (Poor) - 5( Excellent)

# of

Res

pond

ents

1 2 3 4 50

1

2

3

4

5

6

7

8

9

Overall Satisfaction

1(Poor)- 5(Excellent)

# of

Res

pond

ents

Feedback Continued

Question Yes( # Respondents, %)

No (#Respondents, %)

Aware of event? 17, 28% 8, 72%

Like to see other cultural food?

21, 95% 1, 5%

Recommend to a co-worker?

22, 88% 3, 12%

Price Fair 21, 81% 5, 19%

Implications

Market differently

Taste test everything prior to service

Training on measurement of ingredients Ounce(weight) vs. ounce(volume)

Simple changes substantial increase in sales Cookie

Questions?