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Taste of ThailandARAMARK Dietetic Internship- Management Business Plan Project
Presented By: Jane Cook
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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
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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
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Mission of St. Francis Medical Center
Based on 5 Vincentian values:
Respect
Compassionate Service
Simplicity
Advocacy for the Poor
Inventiveness to Infinity
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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
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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
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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
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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
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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
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Market Segmentation
Main area SFMC serves
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Market Segmentation- SFMC Staff
Ethnicity Category
FY12
Hispanic40.5%
Asian25%
Black or African American
21.5%
Caucasian11.2%
American Indian0.4%
Two or More 0.7%Native Hawaiian/Pacific Island
0.7%
FY12
Non-Bargaining 443
UNAC 733
SEIU-UHW 813
Management 104
Total 2,093
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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
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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
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Marketing Strategy Distribute electronic flyer
Post flyers in cafeteria
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Marketing Strategy Special signage to highlight
items Thai Butternut Squash
Bisque12 oz. $1.5916 oz. $2.09
Soup Combo
16 oz. Soup, Noodle Salad, & Specialty Cookie
$ 4. 29
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Marketing Plan
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Product Thai Exhibition Salad
Thai Chicken Pizza
That Butternut Squash Bisque
Coconut, Chocolate Chip, & Macadamia Nut Cookie
Peanut Noodle Salad
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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
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Place
SFMC Cafeteria
Located in the main
tower of the hospital
Outdoor & indoor
seating area
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Promotion Thai Peanut Noodle Salad
put in specialty containers
Special signage used
Thai Peanut Noodle Salad*$2.79
*This item contains peanut products
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Promotion
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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
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Food ResourcesItem 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
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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
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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)
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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
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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
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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%
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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
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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
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Feedback ContinuedQuestion 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%
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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
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Questions?