““Flavors of Flavors of Fall”Fall”

Theme Day EventTheme Day Event

Dana MageeDietetic Intern

ARAMARK Distance Learning Dietetic Internship

PurposePurpose• Develop a business plan and implement a retail

theme day event to explore:

o The companyo Market Analysiso Marketing Strategyo Financial Plano Resources

Mission StatementMission Statement• Provide world-class experiences,

environments and outcomes • Exceed the expectations of customers• Delivering sustainable, profitable growth in

sales, earnings and cash flow in a global company built on pride, integrity and respect

Business ObjectivesBusiness Objectives

Increase gross sales on Thursdays by 5%

Increase customer satisfaction(variety, vegetarian option, healthy)

Increase number of exhibition sales by 10% compared to sales for the week

Company SummaryCompany Summary

Patient Services RetailEnvironmental

Services

Maintenance MailroomTransport Services

ARAMARK Services

Company Summary

• ARAMARK: 40 years, 6 years Service Master, ARAMARK ever since

• Fiscal responsibility• Leadership in area that MLH is not experts • Technology budget

Company Summary• 4 week seasonal menu• 300 people a day• Stations

o Sizzleo Homeo Pizzao Stuffedo Crispo Sweet

Market AnalysisMarket Analysis• Café Initiatives

o “Well Ahead”o 2 options of <500 calorie meals o Fryer freeo Low Sodium soupso Nutrition information

Market Market AnalysisAnalysis

StrengthsConvenience, payroll

deduction, healthy food, nutrition is displayed (Just4U campaign)

WeaknessesCapacity, wait time,

need for more cashiers, open

positions

OpportunitiesBundling, exhibition

meals, advertising emails

ThreatsEconomy,

competitors, bagged lunches

Target MarketTarget Market• Results of Sampling

Surveyo Top items: soup and

salado Average estimated check

$5.45o Health: 2.88o Vegetarian Options: 2.78o Variety: 3.02

The The MenuMenu

Marketing StrategyMarketing Strategyroduct: Healthy, fresh, salad and soup,

dessert, free apple, made to order

lace : Bryn Mawr Hospital Café, exhibition station, decorated with fall décor

ricing: Value bundle, with or w/o dessert

romotion: sampling, email, table tents, fliers, nutrition information at station

Marketing StrategyMarketing Strategy• Customer service: Survey

• Merchandizing: Full plate display, MTO

Resources: Food

Red Delicious

10 Apples $3.94 Iceberg 1 bag $4.28

Butternut Squash

2 5lb bags $28.86 Yogurt 2/3 case $8.52

Sliced Carrots

2 2lb bag $3.58Chicken Tenders

3/4 case $39.35

Diced Onions

5lbs $5.15Grape

Tomatoes15 pints $23.10

Celery 1 lb. bag $8.65 Carrots 1 bag $6.45

Vegetable Base

1 container $5.09Sliced

Cucumber 1 tray $17.05

Yam 1#10 can $5.11Shredded Cabbage

½ bag $4.65

Spring Mix

2 bags $15.60Apple

Blossom21 $22.14

Romaine Case $17.41 Total: $218.93

Break Even Analysis

Flavors of Fall Special: Cider Grilled Chicken Salad

Sales

Sales per unit $5.99

Units Sold 57

Variable Costs

Labor per unit ( 4 hrs., 18.50/hr., 57 units sold)

$1.29

Raw food cost $2.39

Variable costs (total) $3.68

Fixed Costs

Insurance and misc. admin ($250/day) $41

Decorations 0

Fixed costs total $41

Breakeven in number of units sold 17.75-> 18 units

For purpose of breakeven analysis did not take value meal price into account

EvaluationEvaluationIncrease gross sales on Thursdays by 5%

Outcome: 5.15% increase Objective met!

Increase customer satisfaction to rating of 4 out of 5Outcome: Variety: 4.5 Vegetarian option: 4.4 Healthy: 4.56

Objective met!

Increase number of exhibition sales by 10%

Outcome: 46% increase

Objective met!

ImprovementsImprovements

• Don’t run out of soup!

• Make the dessert from scratch

• Education on using herbs instead of salt

• Soup at the end of the line

Feedback Feedback • “Soup was great serve it again”• “Fall motif is refreshing”• “Thanks for trying new things and promoting

variety”• “Awesome”• “Butternut Squash soup yesterday was fabulous

and I HOPE it will be on the menu!! The Fall decorations and presentation looked great! Nicely done!”

Thank you!Thank you!Any questions?