philadelphia phillies retail theme day rebecca scofield, ms aramark dietetic internship methodist...
TRANSCRIPT
Philadelphia Phillies Retail Theme DayRebecca Scofield, MSARAMARK Dietetic InternshipMethodist Hospital
Statement of PurposeProvide an entertaining theme day for
customers of Anthony’s Broad Street Bistro while improving opportunities for financial growth and customer satisfaction.
ARAMARK’s Business Purpose “We provide world-class experiences, environments and
outcomes for our clients and customers by developing relationships based on service excellence, partnership and mutual understanding.
We 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 shareholders - by delivering sustainable, profitable growth in sales, earnings and cash flow in a global company built on pride, integrity and respect.”
Business Objectives Objective #1
Increase total sales in the cafeteria by 5% compared with the previous three non-payday Wednesdays’ sales average.
This objective supports ARAMARK’s mission to deliver “sustainable, profitable growth in sales” for the account and the company.
Objective #2 Increase customer satisfaction with meal options and
theme day event; create a menu that focuses on appealing food options and entertainment while maintaining customers’ expectations of low costs.
This objective reflects ARAMARK’s intent to “provide world-class experiences, environments and outcomes for our clients and customers.”
Company SummaryARAMARK’s relationship Methodist Hospital:
Since 1954 Profit and Loss Contract Cost Plus Feature (Methodist pays certain expenses, including
U.S. Foods)
ARAMARK’S Strengths: National leader in foodservice, uniform, environmental
services Strong partnerships with national and local companies for
food procurement, technologies, and equipment purchasing Ability to provide retail food services to meet Methodist
Hospital’s employee dining needs
Market Analysis The Bistro is convenient for employees who have a short break
Variety of offerings: Sandwiches, wraps, and paninis Hot entrees Soup Salad bar Pizza and stromboli
More fresh offerings than local food establishments
Opportunities: Offer foods and events that corporations may not have flexibility for Focus menu offerings on location, customer demographics, economic
considerations, and relevant entertainment
Market Analysis, Continued
Opportunities: Offer foods and events that corporations may not have flexibility
for Focus menu offerings on location, customer demographics,
economic considerations, and relevant entertainment
Local Competition:
Market SegmentationMethodist Hospital is located in South
Philadelphia
Philadelphia County Statistics: 1,526,006 residents 58.8% aged 18-64 57.9% ages 16 and older are employed
Many ethnicities, religions, cultures, and dietary practices represented at Methodist
The Bistro’s menu provides a variety of ethnic foods and new menu choices
Target Market95% of Anthony’s Broad Street Bistro Customers are
Methodist Hospital Employees
Customers are seeking fresh, tasty food at low cost
Customers want healthy, economical choices
Serve a variety of customers with foods including: Pasta Dishes Vegetarian entrees Fish Stir fries Fajitas Burgers
Marketing StrategyProduct: Phillies themed lunch special for home
opening week 2 Hot Dogs, Old Bay fries, small fountain drink
Price: $4.50 for above meal, set to be appealing to those who want good food at a good value
Place: Located in Methodist’s cafeteria, the Bistro
Promotion: Fliers hung in the hallway of cafeteria, event and menu advertised on the bistro’s phone recording, Phillies merchandise hung in the bistro Anyone who purchased the meal special was entered into a
raffle to win Phillies merchandise
Sales ForecastObjective:
Achieve 5% increase in total sales compared with sales average of past 3 non-payday Wednesdays
Past 3 Wednesday sales average: $1,386.58
5% increase: $69.33
Total projected sales: $1,455.91
16 hot dog meal specials costing $4.50 each would achieve this goal
Equipment ResourcesEquipment required for production and service:
Freezer Refrigerators Convection oven Steamer Sheet pans Can opener Hot holding steam table Serving spoons, tongs
Food ResourcesFood not already in stock ordered from US
Foods, Sysco, Petro’s Bakery
Food ordered: 2 cases all-beef hot dogs 1 case frozen French fries 1 case single-serve relish 6 packages hot dog buns
Financial ResourcesVariable Cost
Labor: 3.25 total hours of production/service x $14/hour for 1 employee = $45.50
Labor Per Unit: $45.50/42 units = $1.08
Raw Food Cost for Hot Dog Meal Special:
Hot Dogs = $27.10 per case/80 hot dogs per case = $0.34 each x 2 = $0.68
Hot Dog Buns = $4.23 per pack/16 buns per pack = $0.26 each x 2 = $0.53
All Hot Dog Condiments, total = $0.28
Old Bay Fries = $0.42 per serving, per recipe costing
16 oz soda = $0.20
Total Raw Food Cost per recipe = $0.68 + $0.53 + $0.28 + $0.42 + $0.20 = $2.11
Total Raw Food Cost for day = $2.11 x 42 units sold = $88.62
Total Variable Costs for event day= $45.50 + $2.11 = $3.19
Fixed Cost
Merchandising (decorations/raffle prizes): $49.32
Insurance: $15 per month/31 days = $0.48 insurance per day
Total Fixed Costs for event day = $49.80
Breakeven Analysis Sales
Sales Price Per Unit: $4.50 Units Sold: 42
Total Variable Costs: $3.19
Fixed Costs: $49.80
Breakeven Point: Fixed costs/(Sale Price – Variable Costs) = 38.01 units
Must sell 38 hot dog meal specials to neither make profit nor incur loss
Evaluation42 Hot Dog Meal Deals sold
1st Objective Met $1,463.55 in total sales 5.6% increase over past 3 non-payday Wednesday sales
2nd Objective Met Customers indicated they liked the décor and raffle Spoke to multiple customers who said they enjoyed the hot dog
offerings and other themed menu items
Evaluation, ContinuedBreakeven point of 38 was exceeded, 42 meals
sold
This allows for a profit as a result of the theme day event
Themed menus and events at Anthony’s Broad Street Bistro may present opportunities to turn a profit and increase customer satisfaction
Continued demonstration of fresh, creative meals at an affordable price to its customers
Meeting and exceeding customer expectations