Mediterranean Day at Mediterranean Day at UCMC Garden CafeUCMC Garden Cafe

Upper Chesapeake Medical CenterUpper Chesapeake Medical CenterApril 23, 2013April 23, 2013Angela GasbarreAngela GasbarreARAMARK Dietetic InternshipARAMARK Dietetic Internship

Statement of PurposeStatement of Purpose

The purpose of the theme day The purpose of the theme day “Mediterranean Day at UCMC Garden Café” “Mediterranean Day at UCMC Garden Café” was to provide the Upper Chesapeake was to provide the Upper Chesapeake Medical Center (UCMC) customers with dining Medical Center (UCMC) customers with dining options that were different, fun, and possibly options that were different, fun, and possibly new to them.new to them.

While implementing the theme day, we While implementing the theme day, we looked to increase net profit, customer count, looked to increase net profit, customer count, and customer satisfaction.and customer satisfaction.

Mission StatementsMission Statements

ARAMARK UCMC

• We are a professional services organization dedicated to excellence.

• We develop and sustain our leadership position by engaging and supporting our most valuable and differentiated assets; the competence, commitment and creativity of our people.

• We provide world-class experiences, environments and outcomes for our clients and customers by developing relationships based on service excellence, partnership and mutual understanding…

• Upper Chesapeake Health is dedicated to maintaining and improving the health of the people in its communities through an integrated health delivery system that provides high quality care to all.

• Upper Chesapeake Health is committed to service excellence as it offers a broad range of healthcare services, technology and facilities.

• It will work collaboratively with its communities and other health organizations to serve as a resource for health promotion and education.

Business ObjectivesBusiness Objectives

1.1. The Garden Café will increase net sales of the The Garden Café will increase net sales of the home-style station by 5% from the average of the home-style station by 5% from the average of the previous three Tuesdays, for lunch and dinner previous three Tuesdays, for lunch and dinner combined.combined.

2.2. The Garden Café will increase the customer count The Garden Café will increase the customer count by 8% from the average of the previous three by 8% from the average of the previous three Tuesdays, for lunch and dinner combined. Tuesdays, for lunch and dinner combined.

3.3. The Garden Café will increase the “Overall dining The Garden Café will increase the “Overall dining experience scores” by 1 point from the pre-survey experience scores” by 1 point from the pre-survey completed on the Tuesday prior to the theme day completed on the Tuesday prior to the theme day service.service.

Company SummaryCompany Summary

Market AnalysisMarket Analysis

SWOT AnalysisSWOT Analysis

Internal ExternalStr

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Market Segmentation Market Segmentation and Target Marketand Target Market

Upper Chesapeake Medical Center resides in Bel Upper Chesapeake Medical Center resides in Bel Air, MD, Harford County, as part of the University Air, MD, Harford County, as part of the University of Maryland Medical System. of Maryland Medical System.

The majority is the Garden Café customers are The majority is the Garden Café customers are white, with a mix of African American, Middle white, with a mix of African American, Middle Eastern, and Hispanic populations. Eastern, and Hispanic populations.

Overall, the current menu and services match the Overall, the current menu and services match the majority of the demographic of this particular majority of the demographic of this particular ARAMARK account.ARAMARK account.

About 75% of the customers served at UCMC About 75% of the customers served at UCMC Garden Café are employees.Garden Café are employees.

Marketing StrategyMarketing Strategy

Resource OverviewResource Overview

EmployeeEmployee Ingredient Control, Chef, ServersIngredient Control, Chef, Servers

EquipmentEquipment Storage, Production, ServiceStorage, Production, Service

Food Food Sysco, KeaneySysco, Keaney

FinancialFinancial Next Slide…Next Slide…

FinancialsFinancialsGyro PitaGyro Pita

Evaluation of ObjectivesEvaluation of Objectives

Success!

Opportunities for Opportunities for ImprovementImprovement

If the Mediterranean Day at UCMC If the Mediterranean Day at UCMC Garden Café were to be done again…Garden Café were to be done again…Familiarity may make it more successfulFamiliarity may make it more successful

Forecast using previous experience with Forecast using previous experience with menu itemsmenu items

Customers more acceptingCustomers more accepting Word of mouthWord of mouth

Have a promotional price for specialty itemHave a promotional price for specialty itemSubstituting not-so-popular items for better Substituting not-so-popular items for better

accepted itemsaccepted items ex: Falafel Pita and Moroccan Vegetables ex: Falafel Pita and Moroccan Vegetables

Chicken Kabobs and Roasted VegetablesChicken Kabobs and Roasted Vegetables

ResourcesResources

Our Business Purpose. About ARAMARK. Our Business Purpose. About ARAMARK. Accessed April 8, 2013. Accessed April 8, 2013. http://www.aramark.com/aboutaramark/businhttp://www.aramark.com/aboutaramark/businesspurpose/. esspurpose/.

  

Mission, Vision, and Values. About Us. Upper Mission, Vision, and Values. About Us. Upper Chesapeake Health. Accessed April 8, 2013. Chesapeake Health. Accessed April 8, 2013. http://www.uchs.org/?http://www.uchs.org/?section=about&page=mission.section=about&page=mission.