Aramark Distance Learning Dietetic Internship Richmond University - PowerPoint PPT Presentation

Aramark Distance Learning Dietetic Internship Richmond University Medical Center (RUMC) Cafeteria Jeanette Kimszal April 2015

Statement Of Purpose — Opportunity to develop a business plan for a food promotion within the retail setting of an Aramark healthcare facility

Overview — Mission Statement — Business Objectives — Company Description — Market — Strategy — Resources — Financial Data — Evaluation — Conclusion

Mission Statement Aramark Richmond University Medical Center

Mission Statement Aramark Healthcare Systems — “Our mission is to Deliver Experiences that Enrich and Nourish Lives . — From our food and facilities businesses to our uniform and medical technology maintenance businesses, we deliver experiences that enrich and nourish lives every day. As a company, we have five focus areas: our consumers, our clients, our employees, our shareholders and the communities in which we work and live.”

Mission Statement: Richmond University Medical Center — Dedicate itself to the community at large — “A not-for-profit health care provider serving the ethnically diverse community of Staten Island and its neighbors. We provide premier quality patient care through a full spectrum of emergent, acute, primary, behavioral health, and educational services. We do this in an environment that promotes the highest satisfaction among patients, physicians, and staff”

Business Objectives — Increase overall sales and foot traffic in the Richmond University Medical Center (RUMC) Cafeteria through selling 24 of the Eggplant Asiago Flatbread Melt sandwiches. — Objective 1: Increase the amount of total sales during the one day promotion by 5% in comparison to regular every day sales — Objective 2: Use the National Nutrition Month table as a marketing tool to increase traffic at RUMC Café by 5% during the time frame of the promotion

Company Summary Aramark Richmond University Medical Center (RUMC) RUMC Cafeteria

Company Summary Aramark — Innovations in food, facilities, management & uniforms — Services healthcare institutions, universities, school districts, stadiums, arenas, and businesses in 22 countries — Leader providing high-quality services with safety, quality and services excellence as core values. — Named “World’s Most Admired Companies” in 2013 by FORTUNE — Ranked one of the top 3 most admired companies in its industry — Named “World’s Most Ethical Companies” by the Ethisphere Institute in 2012

Company Summary: Richmond University Medical Center — Located in West Brighton, Staten Island, New York — 448 Bed facility with over 2,000 employees — Treatment in Medical, Surgery, Pediatrics, Neonatal Care Gynecology, Obstetrics, Maternity Care, Intensive Care, Psychiatry, Behavioral and Substance Abuse Disorders — 10 year partnership with Aramark — Currently in a five year contract that is in effect until the end of 2017

Richmond University Medical Center Cafeteria — Hours of Operation — 7 am – 5 pm — Variety of foods — Hot Entrees — Grill station — Cold & Hot Deli Sandwich station — Pizza — Salad bar — Soup station — Self serve coffee and fountain drinks — Holiday Action Stations — Employee Discounts

Market Competition & SWOT Analysis Market Segmentation Target Market

Market: Competition — Competitive Local Business includes: Starbucks Coffee Kiosk Puttin’ On A Bagel Coffee Shop — Convenient location — Convenient location — Starbucks coffee/ — Bagels, coffee, deli specialty drinks sandwiches, muffins, groceries, lotto — Slightly more expensive — Is expensive — Grab and go food — No discounts — Employee discounts

SWOT Analysis Internal Factors External Factors Strengths Opportunities Café easily accessible Offer food items for special diets • • Friendly & Knowledgeable staff Bundle food items to increase sales • • Dedicated Customer base Implement more healthy food items • • Recent Renovation Execute informational events • • Reasonable prices Execute promotional events with • • Personalized salad and sandwiches sampling to increase sales • Large food variety USE RUMC intranet and email to • • Weekly promotions and Holiday advertise promotions and specials • action stations Improvements in marketing/ • Free WIFI promotions • Large seating area • WEAKNESSES THREATS Limited options for dietary New restaurants increase • • restricted individuals competition No nutrition information Increase in raw food costs lead to • • Limited hours of operation decreased profits • Waste due to expired food Promotional items may not appeal • • (sandwich fixings, fruits, yogurt) to consumers Few healthy food items available Employee turn over may decrease • • Cycle menu productivity • Increase in taxes •

Market Segmentation Customer Population — “Voice of the Consumer” September 2014 Survey Results Majority of Consumers — Students (54%) — Employees (40%)

Market Segmentation Customer Occupation — “Voice of the Consumer” September 2014 Survey Results — 36% Administrators — 26% Nursing employees

Market Segmentation Customer Demographics — “Voice of the Consumer” September 2014 Survey Results Males — Ages 20-60 years 40% — 60% Females Females 60% — 40% Males

Market Segmentation Customer Demographics — “Voice of the Consumer” September 2014 Survey Results — Days Frequent the Cafeteria

Market Segmentation Customer Demographics — “Voice of the Consumer” September 2014 Survey Results — Health Conscious Consumers 58% 20% 14% 8%

Target Market — Health Conscious Consumers — Medical Interns — Medical & Nursing students — Hospital Employees

Strategy Marketing Plan Sale Forecast

Strategy: Marketing Plan PRODUCT PRICE Eggplant Asiago Flatbread Melt Sale price $5.95 Flavorful and different Z Competitive with Alternative sources of other sandwiches protein Tasty but low in calories and fat Made on demand PROMOTION PLACE National Nutrition Month table Made on demand at the combo with 20 oz deli sandwich station bottled water, flyers at deli station

Strategy: Sales Forecast — Analyzed sales of previous sandwich promotion — Sandwiches sold 24 — Goals: — Sell 24 sandwiches — Increase total sales by 5% — Increase total café traffic by 5%

Resources Equipment Resources Food Resources Financial Resources Raw Food Costs Breakeven Analysis

Equipment Resources — Refrigerator — Tongs for the eggplant and peppers — Ice cubes — Spatula for the bean — A Panini press spread — Hotel Pans to chill the — 1 oz spoodle for the food items cheese — 4” Deep ¼ pan for the — #30 scoop for the white cheese bean spread — 4” Deep ½ pans for the — Pepper grinder eggplant and peppers

Food Resources — All ingredients bought fresh from Aramark approved vendor US Foods — Flatbread (6.5” x 6.5”) 3 ¼ oz — 2 slices eggplant — 1 oz spoodle asiago cheese — 1 tsp. balsamic glaze — 4 grinds pepper — #30 scoop white bean spread — 1 oz spoodle roasted pepper

Financial Resources Financial Resources Raw Food Costs Breakeven Analysis Financial Review

Financial Resources — Budget for promotion previously set by director, district manager, and retail manager — Additional promotional costs for flyers came to about $2.00 — 1 food service worker for 2 hours of work: — $35.00 — Total labor cost: $1.94

Financial Resources Cont.: Raw Food Costs Ingredient ¡ Weight ¡/ ¡Ounce ¡ $PU ¡ $/oz ¡ Size ¡Por6on ¡ ¡Total ¡Cost ¡ White ¡Bean ¡Spread ¡ 26 ¡ $16.81 ¡ ¡ $1.55 ¡ 1 ¡ $1.55 ¡ Eggplant ¡ 0.19 ¡ $45.26 ¡ ¡ $0.00 ¡ 2 ¡ $0.01 ¡ Flat ¡Bread ¡ 3.25 ¡ $35.22 ¡ ¡ $0.09 ¡ 3.25 ¡ $0.30 ¡ Asiago ¡Cheese ¡ 24 ¡ $11.85 ¡ ¡ $2.03 ¡ 0.5 ¡ $1.01 ¡ Canned ¡Roasted ¡Red ¡ 24 ¡ $64.80 ¡ $0.37 ¡ 1 ¡ $0.37 ¡ Peppers ¡ Balsamic ¡Fig ¡Glaze ¡ 4 ¡ $32.35 ¡ $0.12 ¡ 0.5 ¡ $0.06 ¡ Whole ¡Black ¡Pepper ¡Spice ¡ 0.50 ¡ $46.81 ¡ $0.01 ¡ 0.02 ¡ $0.00 ¡ Total ¡Cost ¡ 3.30 ¡ Por6ons ¡Yielded ¡ 1 ¡ Cost ¡Per ¡Por6on ¡ 3.30 ¡ Desired ¡FC ¡% ¡ 45 ¡ Forecasted ¡Sales ¡Price ¡ $5.95 ¡ ¡

Financial Resources Cont.: Breakeven Analysis Sales ¡ $5.95 ¡ ¡ Sales ¡Per ¡Meal ¡ 18 ¡ Number ¡of ¡meals ¡sold ¡ Variable ¡Costs ¡ Labor ¡cost ¡per ¡serving ¡ $1.94 ¡ Raw ¡food ¡cost ¡ $3.33 ¡ Total ¡Variable ¡Costs ¡(VC) ¡ $5.27 ¡ Fixed ¡Costs ¡ Insurance ¡and ¡administraRve ¡costs ¡ $7.00 ¡ PromoRonal ¡flyers ¡ $2.00 ¡ Total ¡Fixed ¡Costs ¡(FC) ¡ $9.00 ¡ Breakeven ¡Analysis ¡ Breakeven ¡number ¡units ¡sold ¡ 13 ¡