management business plan café 1400 baylor all saints fair food week! featuring turkey frito pie and...
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Management Business PlanCafé 1400Baylor All Saints
Fair Food Week!Featuring Turkey Frito Pie and Philly
Cheese Steak SandwichesLindsey Mathes
Aramark Dietetic Internship
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Purpose
To provide the intern with an opportunity to develop a business plan aimed at the implementation of Aramark’s promotional menu items.
To allow for the exploration of the company, services provided, market analysis, marketing strategy, financial plan, and resources necessary for a successful implementation.
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Mission Statement
Aramark
To deliver experiences that enrich and nourish lives
Baylor All Saints
Provide exemplary care to our communities at every opportunity.
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Goal and Objective
Goal:Increase sales in Café 1400 as a result of
the promotion of two new meals.
Objective:Increase sales on Tuesday, October 7th
and Thursday October 9th by 10% from previous Tuesday and Thursday through the promotion of two new menu items.
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Company Summary: Aramark
Delivers award-winning services in 22 countries to healthcare institutions, universities, school districts, stadiums and arenas, and businesses.
Has been recognized as one of the top three most admired companies in its industry since 1998.
Recognized as one of the World’s Most Ethical Companies in 2013.
Has been a partner with Baylor Scott and White for the past 14 years.
Provides several services at the account, which include catering, retail, environmental services, patient transport, and patient food.
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Company Summary: Baylor All Saints
Carries a history of providing outstanding, compassionate care to the communities it serves.
Has been putting money towards the improvement of Fort Worth and surrounding communities for the past 100 years through patient care, education, research, and community service.
More than $300 million dollars has been invested into the health of their communities by providing free health education classes and screenings, advanced treatment methods for incurable diseases, and offering care to those unable to pay or without health coverage.
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Thrive Program: Baylor All Saints
BAS has created a health and wellness program called Thrive, which requires all food produced by Aramark and sold throughout the hospital meet the Thrive guidelines.
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Thrive Guidelines
Packaged Snacks: Only 1 serving size
allowed per package, and must meet the following:
<200 calories <20% calories from fat <200 mg Sodium <20 g Sugar
Total/ Day
Main Dish
Side/Snack
Dessert Beverage
Calories 2,200 400 200 100 0
Fat 73 13 10 5 0
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Market
Market AnalysisCompetition, SWOT analysis
Market Segmentation
Target Market
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Market Analysis: Competition
Baylor All Saints is situation in close proximity to several restaurants making competition a daily concern with which to compete. Additionally, Café 1400 very often loses customers to the hospitals cafeteria.
Nearby competition includes:Firehouse Subs, Subway, Hoagies Heros,
King Tut, Paco and Johns, Spiral Diner, Benito’s, Landmark cafeteria
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Competition: Side-by-Side Comparison
Restaurant Dining Style Meal Cost
Café 1400 Counter Order $ 4.99 -$ 5.99 ($ 6.99 combo)
Firehouse Subs Counter Order $ 5.99/medium sub ($8.13 combo)
Subway Counter Order $ 3-$ 5/6-12”sub
King Tut Sit-down $ 5/gyro
Benito’s Sit-down $ 5.95/enchiladas
Paco and John’s Mexican Diner
Sit-down $ 3/taco
Spiral Diner Sit-down $ 7.50/sandwich
Hoagies Heros Sit-down/Counter Order
$5.95 Spaghetti and Meatballs, $4.95/6” sub
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SWOT Analysis: Café 1400
StrengthsNew, modern, invitingLocated in the main lobby of the hospitalOffers seating by windowsCompetitive pricingMade-to-order mealFresh, high quality ingredientsGood customer serviceFully staffed and well managedCustomer loyaltyGood reputation/awarenessPayment optionsHospital employee discount
WeaknessesWait time- Made-to-order takes timeLanguage barrier of employees- possible perception of poor customer serviceCultural differences- Use of wilted lettuceCooking Light Menu- Sales droppedDistance from floors- added time to travelThrive- complaints that certain items aren’t carried
OpportunitiesAdditional food station- Baked potato barEducational opportunityMarketing/advertising
ThreatsLandmark CafeteriaLower competitive pricesIncrease in raw food costBrining meals from home30 minute lunch breaks
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Market Segmentation
Based on a 2011 survey done on on-site dining at Baylor All Saints, key findings indicate:
Consumers have positive responses to their dining experiences- Net Promoter Score of 66%.
100% of participants eat at the hospital at least one meal per week.
On-site dining captures a 77% market share.
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Market Segmentation:Survey Respondent Profile-
Status
80
4
312
1
Employees
Visitors
Patients
Students
Volunteers
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Market Segmentation:Survey Respondent Profile- Job
classification
9
23
4
40
24
Executive/Director
Hospital Staff
Physician
Nursing
Other
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Market Segmentation: Survey Respondent Profile
Days/Week
6% 0 days 9% 4 days
0% 1 day 55%
5 days
1% 2 days 7% 6 days
19%
3 days 1% 7 days
4.3 Mean Days
Age
18-24 13%
25-34 53%
35-49 26%
50-59 9%
Gender
Male 35%
Female 58%
Prefer not to answer
7%
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Market Segmentation: Service Area Map
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Demographic Snapshot 2014: Area Service
Total population- 1,372,028 Average Household Income- $70,511 Gender- 674,826 Males/ 697,202 Females Age distribution:
0-17: 27.5%, 15-17: 4.4%, 18-24: 9.4%, 25-34: 13.8%, 35-54: 27.2%, 55-64: 11.1%, 65+: 11.1%
Race/Ethnicity- White Non-Hispanic: 740,477/ 54% Black Non-Hispanic: 163,942/ 11.9% Hispanic: 396,987/28.9% Asian and Pacific Is. Non-Hispanic: 41,379/ 3% All Others: 29,243/2.1%
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Target Market
According to the Survey Respondent Profile:
80% of the customers are Baylor employees
40% of the customers are nurses
53% of the customers are between the ages of 25-34
42% buy a meal on-site 4-5 days week
Consumers believe it’s reasonable to spend $6.43 for lunch and are spending $5.90 on-site; a gap of $.53.
Health conscious meals not primary focus
Nachos and Taco salads are most popular dishes
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Strategy
The success of increasing sales in Café 1400 will be achieved by offering new, tasty meals that are uniquely made-to-order, priced competitively, and conveniently located in the main lobby of the hospital.
Flyers will sent out 3 days prior to and the days of the promo meals debut, advertisements will be placed throughout Landmark Cafeteria, free meal coupon will be passed out to nurses accompanying a secret shopper survey, and samples will be offered during service.
The Café’s reputation for good customer service, fresh, quality ingredients, and modern décor will help to draw others in, through word of mouth.
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Marketing Plan
The 4 P’s
Product Made-to-order Fits with Thrive but doesn’t taste “light”Popular but uniqueDifferent from 28-day cycle menu
Place Café 1400High traffic areaWell knownConvenient
Price Priced at $ 5.99 or $6.99 with a 32-oz fountain drinkCompetitively pricedPriced lower than 2011 survey expected lunch price
Promotion Flyers sent to nurses stations and physician lounges, free meal coupons with customer survey, advertisements in Landmark Cafeteria and Café 1400
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Sales Forecast
Analyzed sales for previous Tuesday and Thursday serving normal cycle menu:
Net revenue Tuesday 9/30: $1,546.11
Net revenue Thursday 10/2: $1,239.01
Goal is to increase sales by 10% during the promotional meal days:
10/7: Increase sales by $154.61
10/9: Increase sales by $123.90
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Resource Review: Equipment
Refrigerator
Conventional oven
Hotplate
Stockpots
Sauté pans
Meat slicer
Tongs
Serving scoops- 1 oz
Cooking utensils
Serving dishes
Ladle
Hotel pans
Cutting boards
Knives- vegetable, bread
Scale
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Resource Review: Turkey Frito Pie
17 pounds ground turkey
10.1 pounds onions
4.2 pounds green bell pepper
3.7 pound red bell pepper
1.7 oz jalapeno
5.6 oz fresh garlic
11.25 oz each cumin, chili powder, granulated sugar
3.75 oz Kosher salt
1.8 pounds tomato paste
1.9 pounds chicken base
11.25 quarts crushed tomatoes
11.25 quarts water
16.9 pound kidney beans
4.4 pounds fresh tomatoes
33.75 pound Fritos
1.4 pounds shredded cheddar
4.5 pounds sour cream
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Resource Review: Philly Cheesesteak Sandwich
17 pounds flank steak
7.5 T each Kosher salt, black pepper
5.6 pounds Portobello mushrooms
5.8 pounds onions
9 oz fresh garlic
1.4 pound provolone
1.7 pounds Parmesan cheese
1 cup + 2 T olive oil
2 quarts + 3.25 cups 1% milk
1 cup AP flour
4 T Worcestershire
4 T lower-sodium soy sauce
6 t dry mustard
90 hoagie rolls
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Resource Review: Italian Pasta Salad
6 pounds bow-tie pasta
4.8 pound tomatoes
2.7 pounds green bell peppers
4 pounds cucumber
2.7 pounds yellow bell pepper
9 cups sliced black olives
2.7 pounds celery
1 quart plus 2 cups Italian dressing
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Resource Review: Labor
Production
Production manager: Tom Gordon
Purchasing: Lisa Criswell
Debra Ellis: prep cook
Retail
Retail manager: Sarah Greif
Marketing: Heather Griffin
Retail staff: Alfonso, Alejandra, cashier
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Financial Data
Tuesday:
Turkey Frito Pie- $82.93 ($.92/serving), 1 FTE (8.75 x 8 hrs), prep cook (2 hrs x 8.75), additional employee (4 hr x 8.75)
Total: $205.43
Thursday:
Philly Cheesesteak Sandwich and Italian Pasta Salad- $174.50 ($ 2.29/serving), Italian Pasta Salad: $31.29 ($.35/serving), 1 FTE (8.75 x 8 hrs), prep cook (2 hrs x 8.75), additional employee (4 hr x 8.75)
Total: $297
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Start-up budget
No specific budget set in place for promotional event. Café 1400 works off a monthly budget, from which they plan all meals served, promotional and normal 28-day cycle.
Monthly budget for total food cost: $11,180 (includes all food served at Café 1400)
Weekly budget: $2,795
Daily budget: $559
Marketing: $43/month
Food cost: 38%
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Breakeven Analysis: Turkey Chili Frito Pie
Sale price per meal: $4.99
Number of meals served- 90
Variable Costs:
Labor per unit- $1.36
Raw food cost- $.92
Total: $2.28
Fixed Cost:
Marketing- $21.50
Breakeven Analysis
FC/(SP-VC)
= $21.50/$4.99 - $2.28
8
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Breakeven Analysis: Philly Cheesesteak and Italian Pasta
Salad
Sale price per meal: $5.99
Number of meals served- 90
Variable Costs:
Labor per unit- $1.36
Raw food cost: $1.94
Total: $3.30
Fixed Cost:
Marketing: $21.50
Breakeven Analysis
FC/(SP-VC)
= $21.50/$5.99 - $3.30
8
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Evaluation
The goal and objective of the promotion was not met despite all meals selling out.
Sales decreased on Tuesday, October 7th by $129.31.
Sales increased on Thursday, October 9th by $35.24.
Why?
Tuesday September, 30th- Taco salads were sold, which are the Café’s #1 sellers, cost is $5.99 vs. TCFP’s cost of $4.99
Compared total sales of Café 1400 vs. meal sales
Fewer “extras” were purchased, decreasing total sales
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October is Thriller Food month!Join us in Café 1400 October 6th-10th.
We’re THRILLED to feature Fair Food in honor of The State Fair of Texas.
Tuesday: Turkey Chili Frito Pie
Thursday: Cheesesteak with Italian Pasta Salad
Meal: $5.99Combo: $6.99
(w/ 32oz Fountain Beverage)
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