Jessica Serdikoff ARAMARK Dietetic Internship Holy Redeemer Hospital and Medical Center
description
Transcript of Jessica Serdikoff ARAMARK Dietetic Internship Holy Redeemer Hospital and Medical Center
Jessica SerdikoffARAMARK Dietetic Internship
Holy Redeemer Hospital and Medical Center
Statement of Purpose“To provide the intern an opportunity
to develop a business plan aimed at implementation of a retail theme day.”
ARAMARK Mission Statement
• Continuously ImproveLead by Example
• Innovative products & services
• Corporate responsibility & sustainability
Collaborate (Clients, Suppliers)
HRMC Mission Statement
Catholic Health System
Care
ComfortHeal
Business Goals & ObjectivesGoal 1:
Increase cafeteria traffic/volume
Increase volume of customers from 133 to 140 (5%)
Increase people attending as a
result of marketing from 32% to 37%
Goal 2:Increase customer
satisfaction
90% customers indicate “highly
satisfied” - overall
85% customers indicate “highly satisfied” - food
Company Summary• ARAMARK contract: November 2002
– Guaranteed Net Budget (GNB)– Management Services
• Foodservice– Patient & Resident– Credit/Transfer– Retail
• Environmental Services and Room Revitalization• Linen Distribution
Market Segmentation & Analysis
CompetitorsVenue Menu Item Price
CheeseburgerHRMC Cafeteria Classic Cheeseburger $3.99Wendy’s Dave’s Hot ‘N Juicy 1/4lb Single $3.69Ricardo’s Cheeseburger $7.75WaWa Classic Meatball Hoagiea $4.29Brown Baggers Homemade 1/4lb Cheeseburger $2.84
Chicken SandwichHRMC Cafeteria Grilled Chicken Sandwich $3.79Wendy’s Ultimate Grilled Chicken Sandwich $4.19Ricardo’s Grilled Chicken & Spinach Sandwich $9.25WaWa 6” Breaded Chicken Sandwich $3.99Brown Baggers Homemade Grilled Chicken Sandwich $3.53
SaladHRMC Cafeteria Chicken Caesar Salad $4.40Wendy’s Spicy Chicken Caesar Salad $5.99Ricardo’s Grilled Chicken Caesar Salad $8.75WaWa Chicken Caesar Salad $4.99Brown Baggers Homemade Chicken Caesar Salad $3.91
Strengths:-Convenience-Employees Weaknesses:
-Price
Opportunities:-Delivery Service Threats:
-Economy
SWOT Analysis
Market Segmentation•80% employees•25% nursing•20% administration
•85% female
•66% aged 35-59
Target Market
Marketing
Promotion:Flyers
PostersEmails
Price: $5
Product:BBQ Favorites
South Philly Dog SpecialNew FroYo
Place:Courtyard
Sales Forecast
5% volume increase
7 additional plates sold
$35 additional
sales(From 133 to 140) (From $665 to $700)
1 hot dog on a seeded roll, topped with spicy peppers, broccoli rabe and provolone cheese
Food / Ingredient ListMenu Item Quantity Needed Ingredients
South Philly Dog (# servings: 20)
205
20oz3 1/3 lb
42lb
2/3lb6 2/3 2 2/3
1/3 cup1 tablespoon + 1 teaspoon
2/3 teaspoon
Hot DogsSeeded BaguettesSharp provolone cheeseBroccoli di rabeRoasted red peppersRed bell peppers (to be roasted)Italian long hot peppersGarlic cloves, mincedLemonsOlive oilKosher saltBlack pepper
Equipment Needed• Refrigerator• Standard oven• Stovetop• Large sauté pan• Chef’s knife• Griddle• Holding pans• Tongs• Outdoor Grill
Employee Resources
Intern Retail
Production
Financial Reports & Analysis
Financial ReportSALES Sale Price Per Unit $5.00
Units Sold 169
VARIABLE COSTS Labor Per Unit $1.10
Raw Food Cost $1.62
Variable Costs Total $2.72
FIXED COSTS Administrative $10.00
Decorations $24.42
Fixed Costs Total $34.42
BREAKEVEN POINT: 34.42 / [1-(2.72/845)] = 34.53 35
Breakeven: the point at which no costs are incurred and no profit is being made.
Expenses = Revenue
Results
Sales: 169 customers x $5 per tray = $845 Expenses: $296.72
Profit = $845 - $296.72 = $548.28
Business Goals & Objectives• Goal 1: Increase cafeteria traffic/volume
– Objective 1: Increase volume of customers from 133 from the previous promotional event to 140 (5%).
Last Event 133This Event 169% Increase 29%
Business Goals & Objectives• Goal 1: Increase cafeteria traffic/volume
– Objective 2: Increase the number of people who attended the event in response to marketing, from 32% from the previous promotional event to 37%
Last Event 32%
This Event 24% Flyers/Posters+ 17% Emails/Online Announcements
41% Marketing% Increase 9%
Business Goals & Objectives• Goal 2: Increase customer satisfaction
– Objective 1: 90% of customers indicate that they were “extremely satisfied” with the event overall.
Extremely SatisfiedSatisfiedNeutral
DissatisfiedExtremely Dissatisfied
No Response
2140001
Total Responses 26
% Extremely Satisfied 81%
Business Goals & Objectives• Goal 2: Increase customer satisfaction
– Objective 2: 85% of customers indicate that they were “extremely satisfied” with the food at the event.
Extremely SatisfiedSatisfiedNeutral
DissatisfiedExtremely Dissatisfied
No Response
2140001
Total Responses 26
% Extremely Satisfied 81%
Evaluation• Met goals for volume & marketing• Room for improvement with satisfaction• Value
• Comments:– “Excellent! These events are fun & the food is
good. Prices are very reasonable. Could we have those prices every day?”
– “Great! Thanks for all you do!”
– “Everything was so-o GREAT, do it again!!!”
Questions?