Harvest Special Salad Business Plan

By: Sara PattonARAMARK Dietetic Internship October 2, 2012Paoli Hospital CafeteriaHarvest Fall Special Salad Business Plan

Purpose of Business PlanTo provide intern an opportunity to develop a business plan aimed at the implementation of a retail theme day.

Project includes:Company summaryMarket AnalysisEvent ConceptImplementation strategy

Mission Statement of ARAMARKWe 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. We provide world-class experiences, environments and outcomes for our clients and customers by developing relationships based on service excellence, partnership and mutual understanding.

ContinuedWe enable our clients to realize their core mission, and we will anticipate the needs and exceed the expectations of customers, by dedicating our skills in professional services - hospitality, food, facilities and uniforms - to the goals and priorities of their institution. We create long-term value and capture the greatest opportunity for all ARAMARK stakeholders - our people, clients, customers, communities and shareowners - by delivering sustainable, profitable growth in sales, earnings and cash flow in a global company built on pride, integrity and respect.

Business ObjectivesThe Goals and Objectives for the Business Plan

Goal 1: To increase sales by drawing more customers to the cafeteria for the theme day salad.

Objective: To increase cafeteria sales during Tuesday lunch period by 4% compared to the previous Tuesday.

Objective: To increase the average spent by the customers by 10% compared to the previous Tuesday.

Goal 2: To increase overall satisfaction of customers.Objectives: To have 85% of the customers who participated in the Fall Harvest salad to report overall satisfaction with the theme day via surveys in the cafeteria.

Goal 3: To sell the basic amount of special salads

Objectives: To sell at least 48 salads during the event day, which is the minimum amount made per recipe

Company SummaryARAMARK services over 2,000 different hospitals, serving over 75 million patients and residents every year ARAMARK honors: by FORTUNE magazines Worlds Most Admired Companies list for 2012The Worlds Most Ethical Companies.

Paoli Hospital has 214 licensed beds, 26 bassinets with 2,343 births. Paoli Hospital is utilizes the Evidenced Based Design

MarketMarket AnalysisMarket SegmentationTarget Market

Market Analysis Summary

CompetitionLocationFood Items Available Type of ServiceAverage PriceSalad WorksSalads, Panini Style Sandwiches, CookiesMade to Order/Cafeteria StyleMid-Range; $7.00-$10.00WendysBurgers, Sandwiches, Salad, Fires, Frozen DrinksFast-FoodInexpensive Value MealsSWOT AnalysisPositiveNegativeExternal FactorsStrengthsClose knit hospitalCustomer loyaltyUpgraded KitchenReputationRotating menusInteractive managementLarge seating areasVery clean environmentEasily seen signs within cafeteriaNutritional information availableWeaknessesCafeteria hard to findLimited marketing (cafeteria signs are not spread through the hospital)PricingOnly two cashiers for checking outDependant on emails to market new mealsLittle room for expanding anymoreInternal FactorOpportunitiesCurrently switching between menu programs(getting all new food items)Community involvementExpanding dining locationsCompetitive disadvantages (several nearby locations are closed for renovations)ThreatsCompetition currently renovating dining locationsNew hospital opening several miles awaySwitching menu types (customers are scared of change)Food price increaseFinancial insecurity of customers2010 Population Growth and Population Statistics2010 Population Growth and Population StatisticsPaoli, PAPennsylvaniaUnited StatesTotal Population5,53212,625,200308,455,134Square Miles2.0044,816.61N / APopulation Density2,763.60281.7087.20Population Change Since 1990-1.27%6.23%24.02%Population Change Since 20001.97%2.80%9.61%Forecasted Population Change by 2014-0.63%1.81%4.52%Population Male2,63547.63%6,152,96248.74%152,625,76649.48%Population Female2,89752.37%6,472,23851.26%155,829,36850.52%Median Age43.0038.8035.60Population by Race and Ethnicity2010 Population by Race and EthnicityPaoli, PAPennsylvaniaUnited StatesPopulation by RaceWhite4,81487.02%10,457,34582.83%221,809,05971.91%Black or African American3536.38%1,276,56610.11%37,036,99612.01%American Indian and Alaska Native40.07%18,4330.15%3,026,4180.98%Asian2674.83%319,8802.53%13,906,4064.51%Native Hawaiian and Other Pacific Islander10.02%7,6800.06%662,0310.21%Target MarketStrategy

4 Ps of MarketingResources

Employee rolesEquipment ResourcesGrillStovetopsOvenKnives (Chefs knife and Paring knife)TongsCutting boardsMixing bowlsWhisksSloping square salad bar bowlClear hinged carry out containers2 oz condiment containers

Financial ResourcesThe budget for this event assumes no additional costs other than the normal budget for the Paoli cafeteriaLimit per purchase of $250 from flexible spending$23.00 spent on decorationsNo additional costs were made for advertising

Typical Tuesday Sales DatesTotal RevenueAverage Check9/25/2012$3,206.94$4.0210/2/2012 (event day)$3,790.39$4.17Breakeven AnalysisSalesSales Price per Unit $4.99Total Units Sold63Variable CostsLabor per unit (4hr x 11.50/hr, 63 units) $1.37Raw food cost $1.97Total variable cost$3.34Fixed CostsDecoration$23.00Miscellaneous Administrative$10.00Total fixed costs$33.00Breakeven: (33/4.99-3.34)=38.18Breakeven in number of units sold39 unitsEvaluation

Financial EvaluationSatisfactionOverall SatisfactionReview of ObjectivesPhotos of Event

Station Before Event

Survey Table

Salad Ingredients

Prepared Station

Questions?Thank You!