RETAIL BUSINESS PLAN: OMELETTE STATION

Taylor Whitmore

Aramark Dietetic Internship

NorthShore University HealthSystems

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OVERVIEW

• Companies

• Objectives and Goals

• Market Analysis and Segmentation

• Promotion

• Strategies

• Resources

• Evaluation

• References

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MISSION STATEMENTS

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“Preserve and improve human life.”

“Deliver Experiences that enrich and nourish lives.”

NORTHSHORE UNIVERSITY HEALTHSYSTEMS

• Company summary • 4 Hospitals

• Evanston, Glenbrook, Skokie, Highland Park

• Top 50 Greenest Hospitals in the US

• National recognition for:

• Gastroenterology, Geriatrics, Nephrology, Neurology, Neurosurgery, orthopedics, and Urology

• High Performing (highest rating possible):

• Abdominal aortic aneurysm repair, chronic obstructive pulmonary disease, colon cancer surgery, heart failure, hip replacement, knee replacement and lung cancer surgery.

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ARAMARK PARTNERSHIP

• Partnered with NorthShore since 1983

• “Just For You”

• Offer services in: • Clinical equipment

• Customer service center

• Environment services

• Energy management

• Facility management and operations

• Grounds management

• Patient food services

• Patient transport

• Retail food services 5

BUSINESS OBJECTIVES

GOAL #1: Increase the number of weekly omelettes sold with the implementation of the new omelette self-serve bar.

OBJECTIVE: Promoting the new omelette bar in the cafeteria during breakfast the week before starting the new concept will increase omelette sales by 10 omeletes compared to the previous week without the promotion.

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BUSINESS OBJECTIVES

GOAL #2: Increase order accuracy, portion accuracy, and reduce food waste due to the new omelette bar concept.

OBJECTIVE: With the new omelette bar concept customers physically grab their own ingredients and place them in the new bowls to bring to the grill. This will allow the cooks to have more time to prep other meals and increase efficiency. In addition, food waste, order errors, and cooks over portioning ingredients will be reduced.

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MARKET ANALYSIS

Local competitors: • Dunkin Donuts

• Starbucks

• Walker Bros Original Pancake House

• Subway

• Ten Mile House

Emerging trends offered: • Drive thru

• Promotions and apps

• Online ordering

• Menu diversity and pricing

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S.W.O.T ANALYSIS – Internal/External Factors

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Positive Negative

Internal Factors Strengths Easy access for visitors and workers Offers meal services or food options throughout most

of the day Starbucks Coffee is brewed and offered from 6:30am-

4pm Wide variety of food options (soups, pizza, cold and

warm sandwiches, bagels, drinks, etc.) Weekly specials and rotating restaurant Healthy eating tips and nutrition information labels Weather conditions impacting travel outside of hospital (internal/patients kept at hospital)

Weaknesses Employees bring packed lunches Limited menu changes due to menu standardizations/Aramark

recipes No call ahead ordering Small employee discount No drive through Visitors only around for short periods of time Lack of marketing outside of hospital

External Factors Opportunities Weekly special samples or promotional events Delivery to customers within the hospital (outside of

room service) Kids menu/meals Offer coupons on the Pulse or social media Frequent shopper card (similar to Doctors punch card) Milkshakes or smoothies

Threats Limited parking for visitors (no free parking) Weather conditions-external customers Visitors are allowed to bring food in from other

establishments Employees bring packed lunches or order out No commercial advertising or social media presence

MARKET SEGMENTATION

Population: 75,527

• 65.6% White (Caucasian)

• 18.1% African American • • 9% Hispanic

• 8.6% Asian

• 3.8% two or more races

• 0.2% American Indian

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MARKET SEGMENTATION Customer Survey Handout

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MARKET SEGMENTATION

Survey Results

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19-24 10%

35-34 32%

35-49 42%

50-59 16%

Age of customers

Under 18 19-24 35-34 35-49 50-59 60+

37%

63%

Gender

Male

Female

MARKET SEGMENTATION Survey Results (continued)

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Employee 84%

Visitor 16%

Relationship to NorthShore

Employee Patient Visitor Student Volunteer

0-1 14%

2-3 19%

4-5 48%

6-7 14%

+7 5%

Purchases at cafeteria per week

0-1 2-3 4-5 6-7 +7

0-1 28%

2-3 29%

4-5 43%

6-7 0%

Breakfast per week at cafeteria

0-1 2-3 4-5 6-7 +7

MARKET SEGMENTATION

Survey Results (continued)

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<$1 5%

$2-3 29%

$4-5 33%

$5-6 19%

$7+ 14%

Average $ spent at cafeteria

<$1 $2-3 $4-5 $5-6 $7+

Very Likely 60%

Unsure 30%

Not Likely 10%

Likelihood of purchasing an omelette

Very Likely Unsure Not Likely

PROMOTIONAL CONCEPT

• Emerging trends

• Promotional hand out

• Staff encouragement

• Goals/Objectives

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MARKETING STRATEGY/SALES FORCAST

• Advertising • Handout

• Word of mouth

• New omelette station concept

• Price/quality

• Decrease • Food waste

• wait time

• Increase • Order and portion accuracy

• Cook efficiency 16

EMPLOYEE RESOURCES

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• Three egg omelette recipe

• Ingredients

• Equipment

• Positions • Retail Director

• Runner

• Front Line Manager

• Cooks

FINANCIAL RESOURCES

• Event Budget: $33.69

• Break-even: 16 omelettes

• 4 days

• Total revenue: $206.80

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Sales

Selling Price of Omelette

+ additional topping bowls

$2.75

+$1.99 per bowl

Variable Cost

Labor cost per omelette $0.85

Equipment cost $0.65

food cost per omelette $1.04

Total $2.54

Fixed Costs

Risk insurance $8.00

Total $8.00

EVALUATION

• Total omelette sales

• Profit: $51.70 per day

• Decreased food waste and line time

• Increased accuracy of orders and portion size

• Ideas for improvement

• Longer promotion

• Better promotion of Voice of the Consumer

• Micros accuracy

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QUESTIONS?

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REFERENCES

1. Locations | NorthShore. Alternate Text. http://www.northshore.org/locations/. Accessed April 10, 2017.

2. We Dream. We Do. That’s the Aramark Difference. Aramark Web site. http://www.aramark.com/about-us/our-difference. Published 2015. Accessed April 1st, 2017.

3. Partnership Profile: NorthShore University HealthSystem. Aramark Website.

https://www.aramark.net/uploads/files/FacilityServices/Healthcare_Common/Healthcare_Content/Marketing/Profiles_Secure/NorthShore%20University%20HealthSystem%20Profile_final.pdf. Accessed April 1st, 2017.

4. Population estimates, July 1, 2015, (V2015). Evanston city Illinois QuickFacts from the US Census Bureau. https://www.census.gov/quickfacts/table/PST045215/1724582#flag-js-X. Accessed April 19, 2017.

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