A TASTE OF THE NEW JERSEY SHORE: BOARDWALK FAVORITESBy: Stephanie YednakARAMARK Dietetic Internship April 24, 2012Beach Plum Cafe

STATEMENT OF PURPOSE To provide the intern an opportunity to develop a

business plan aimed at the implementation of a retail theme day

Includes: Exploration of company

Services provided Market analysis

Marketing strategy Finical plan

Resources required for successful implementation

MISSION STATEMENT

“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 asset; the competence, commitment and creativity of our people.”

Meridian Health is committed to improving the health and well-being of the residents of New Jersey by providing quality, patient-centered health care services delivered in hospital, community and in-home settings, and to advancing medicine through clinical education and research.

BUSINESS OBJECTIVES PRIMARY GOAL: TO INCREASE SALES

To increase the total cafe sales by 10% compared to the average pizza Thursday over the past 4 weeks

To increase total café sales attributed to employee traffic by 5% compared to the last four Tuesday’s sales

Objective 1 Objective 2

BUSINESS GOALSSECONDARY GOAL: TO INCREASE CUSTOMER SATISFACTION

As a result of the boardwalk favorite’s theme day, 80% of all visitors will be satisfied with their meals and selection offerings

Objective 3

COMPANY SUMMARY Southern Ocean Medical Center, the newest addition to

the Meridian Health family Meridian Health is the largest employer in Monmouth

and Ocean counties Meridian Statistics:

Houses over 11,000 team members Affiliated with over 2,000 physicians Offers over 1,700 acute hospital beds

Our Vision: To be the best health system in New JerseyOur Values: Honesty, Integrity, Respect, Compassion,

Balance, and Diversity Our Promise: We provide the best health care experience

MARKET ANALYSIS AND SEGMENTATIONIdentifying local demographics and businesses is necessary to implement a successful theme

THE BEACH PLUM CAFE Seasonal -based 4 week rotation menu Seats 180 diners Majority of diners are employees with

employee discount 6 Stations including:

Grill Simmer Crisp Build Exhibition Home

SWOT ANALYSISSTRENGTHS

•Only on-site dining option•No other establishment available within walking distance•Low prices•Quality product•All food made on site•Employee discount•Fresh new ideas

OPPORTUNITIES•Able to try new products and vendors often•Many diversity days to sample new recipes and ideas•Room Service•Can increase prices due to extremely low starting point

WEAKNESSES•Not easily assessable to public•Lack of marketing efforts to outside customers•Event occurs on a Tuesday afternoon•Small capacity and seating

THREATS•Café closed between 2:30- 4 pm daily•Various other establishments within a mile radius•Hospital Concierge service•New ER construction until next year•Lack of parking

THE COMPETITION Large retail driven community of Manahawkin,

NJ Easily assessable from Routes 9 and 70, 72

and the Garden State Parkway Similar styles of service and food offerings

such as: pizza, sandwiches, salads, hot entrees, and soups

Other establishments include: Fast food, casual and fine dining restaurants, pizza

places, coffee shops, delis, and supermarkets Direct Competitors include:

Stafford Diner, Wawa, Wendy’s, KFC, McDonalds, Friday’s, Applebee’s and Joey’s Pizza

Item The Beach Plum Café1140 Rt 72W

Joey’s Pizza1340 Rt 72 W

Stafford Diner1388 Rt 72W

WAWA1400 Rt 72W

Applebee's 205 Rt 72 W

Panini 3.79 7.50 8.25 4.79 9.99

Chicken Caser Salad

4.69 8.95 8.75 4.99 9.99

Pizza slice 1.35 2.00 - - -

Bar pie 3.60 11.00 - - 9.99

French Fries 0.85 2.95 3.25 - 2.99

Cheese steak 3.35 7.50 7.95 4.79 10.99

Turkey Club 3.79 6.95 7.95 3.89 10.99

Hamburger 2.45 5.50 5.25 - 9.99

Wraps 3.99 7.50 8.25 4.29 8.99

Chicken Fingers

3.49 5.95 5.25 4.69 9.79

Dessert/pie 1.99 4.95 3.50 1.99 5.49

Large Coffee 1.05 0.95 1.10 1.00 1.59

Fountain Soda

0.95 1.89 1.50 1.25 2.79

THE

COMPETITION

LOCAL DEMOGRAPHICS

LOCAL DEMOGRAPHICS OF STAFFORD TOWNSHIP, NEW JERSEY: POPULATION

2010 Population Growth and

Population Statistics

Stafford Township, NJ New Jersey United States

Total Population 34,089 8,733,304 308,455,134

Square Miles 46.53 7,417.34 N/A

Population Density 732.60 1,177.40 87.20

Population Change Since 1990

166.78% 12.99% 24.02%

Population Change Since 2000

51.29% 3.79% 9.61%

Forecasted Population Change by 2014

19.39% 2.68% 4.52%

Population Male 48.93% 48.89% 49.48%

Population Female 51.07% 51.11% 50.52%

Median Age 40.20 37.40 35.60

2010 POPULATION BY RACE FOR STAFFORD TOWNSHIP, NJ

91%

1%1% 4% 3%

WhiteAfrican AmericanAsianHispanicOther

TARGET MARKET

Employee Participation According to the Customer Close Up Survey

(2010) 91% buy at least one meal at the Beach Plum

Café a week

EMPLOYEE DINING BEHAVIOR AND MARKET SHARE OF ALTERNATIVES FOR THE BEACH PLUM CAFÉ

57%

35%

6%2%

On-SiteBring SkipOff-Site

STRATEGYBoardwalk Favorites

BOARDWALK THEME DAY Southern Ocean Medical Center is located in

the heart of the Jersey Shore

Minutes from Long Beach Island Short distance to Seaside Heights 30 minutes from Atlantic City 1 hour to Ocean City

MARKETING PLAN

•Variety of exciting and new products not commonly seen in the Beach Plum Café

•Quality and authentic food, true to boardwalk style

Product

•Only on-site dining facility•4 of 6 stations a dedicated to boardwalk items•Relaxed and fun atmosphere

Place

•Value and combo meal•No high mark up factor•Lower than traditional boardwalk fare

Price

•Advertising on menus and team member e-mail list serve

•Flyers placed upon entrance and within the café•Decoration of the café a day in advance to spark

interestPromotion

RESOURCESEquipment, labor, food and financial

EQUIPMENT NEEDEDCooking Equipment Small wares

Fryer Spatula

Refrigerator Pizza screens

Freezer Scoops

Steamer Ladles

Stock pots Spoodles

Convection oven Pizza cutter

Grill Shot guns

Griddle Can opener

Toaster Slicing knife

Impinger oven Chef’s knife

Cutting boards

Various serving tools

Sterno

Chafing dishes

Steamtable pans

Tongs

EMPLOYEE LABOR

ProductionChef

Cooks Servers

Chef’s Assistan

t

Cashier

FOOD RESOURCES ORDEREDFood Item Amount ordered Unit Price Total PriceRope Sausage 1 10# case 28.16 28.16

Whole Fresh chicken 2 case of 16/3# chickens, 50.4#

1.207 122.15

Peppers 1 1/9 bushel 26.41 26.41

Onions, sliced 10# ¼” slice 14.30 14.30

6” club rolls 2 dozen 2.65 5.30

Fan Tail Shrimp 1 case, 4/ 3# bags 63.43 63.43

Corn on the Cob 1 case 48/5” pieces 23.48 23.48

Fresh broccoli 1 case 4/3# bags 19.55 19.55

Curly Fry 1 case 6/5# bags 37.88 37.88

Potato Salad 1/8# bucket 10.21 10.21

Pasta Salad 2/5# ct 17.06 17.06

Cheese Sauce 1 case 6/106oz ea 48.96 48.96

Coleslaw 1 bag 10# 8.68 8.68

Zucchini Sticks 2 cases 4/3.5# ea 32.28 64.56

Tartar sauce 1 case 4/1 gallon 38.96 38.96

Funnel Cake 2 case 48/5” pieces 20.17 40.34

Ice cream 2 piece 3gallon bulk 29.70 29.70

Pizza Crust 1 case 96/5.5 oz 7” 44.45 44.45

Pizza Cheese 1 case 4/5# 39.58 39.58

Pizza Sauce 1 case/6 104 oz can 22.59 22.59

Buffalo Chicken 10# case 28.42 28.42

Total $734.17

FINANCIAL RESOURCES $734.17 purchased in food 8 employees needed to implement theme

day no additional labor costs to be incurred to

operate the theme day No additional costs were incurred for

promotion, advertising, or decorations The budget for this event assumes no

additional costs other than the normal budget for the Beach Plum Café

FINANCIAL DATABudget, sales forecast, breakeven analysis

SALES FORECAST

To increase sales of the Beach Plum Café compared to a typical pizza Thursday by 10% or showcase a net sales of $1964.58 for lunch and dinner

The Boardwalk Favorites theme day hopes to increase the employee sales market and exceed $1115.63 as a result of the menu

Goal 1 Goal 2

TYPICAL SALES: BEACH PLUM CAFETuesday Net sales Visitors Employees

27-Mar 1770.03 460.58 1168.87

3-Apr 1694.79 434.72 1121.56

10-Apr 1489.61 373.00 1014.99

17-Apr 1447.32 387.54 944.58

Average 1600.44 413.96 1062.50

Thursday Net sales Visitors Employees Pizza

29-Mar 1689.40 452.72 1078.24 85.60

5-Apr 2006.25 605.00 1256.70 77.50

12-Apr 1736.85 508.22 1079.72 99.55

19-Apr 1711.47 401.29 1140.91 96.99

Average 1785.99 491.81 1138.89 89.91

Theme day Net Sales Visitors Employees Pizza

24-Apr 1719.05 360.7 1223.65 62.15

BREAKEVEN ANALYSISSausage Sandwich Units Sold Unit

Sales

Sales price per unit 3.69

units sold 21

Variable Costs

labor per unit (4 hrs, $14/hr, 21 units sold) 0.375

raw food cost 1.93

total VC 2.305

Fixed Costsinsurance and administrative fees $180/day (4 hours) 30

Total fixed costs 30

BE= 30/ (3.69 - 2.305) = 21.6

Break even in number of units sold 22

EVALUATIONAnalysis of theme day

EVALUATION

$1600.44 average

$1719.05 net sales

from event

+ $118.61 Increase of

9.3%

Average 370 customers

414 customers on theme

day

Increased foot traffic

OBJECTIVES

Net sales of $1964.58 for lunch and dinner would be needed to meet the specifics of the objective and the theme day needed to bring in an additional $245.53 to meet that goal

This was achieved by employee spending above an average Tuesday of $1062.50. The Boardwalk Favorites theme day surpassed the goal of exceeding $1115.63 by ringing in $1223.65 in employee sales

Objective 1 (not met)To exceed typical pizza Thursday sales

Objective 2 (met)To increase employee participation by 5%

OBJECTIVES CON’T

Was met easily Customers agreed

that the food fit the theme

They were satisfied with their selections

Customers enjoyed their meals

Objective 380% of all visitors will be satisfied with their meals and selection offerings

PHOTO GALLERYA visual representation of the theme day

PIZZA BAR

Featuring:

Buffalo Chicken Pizza

Bar Pies

Whole Pies

Various Toppings

Located at the exhibition Station

HO

ME STATIO

N

Featuring:

BBQ Chicken

Fried Shrimp

Steamed Broccoli

Corn on the Cob

Zucchini Sticks

Curly Fries

Cheese Sauce

FUN

NEL CAKE STATIO

N

Featuring:

Hot funnel Cakes

Ice Cream Sundaes

Granola

Pineapple

Cherries

Nuts

Sprinkles

Oreos

Chocolate Syrup

Sliced Strawberries

DECORATIONS

Music

QUESTIONS?Thank You