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?