Royals Opening Day Tailgate

Lindsey WarrenMay 4th, 2012

Management Business Plan

ARAMARK Distance Learning Dietetic Internship 2011-2012

Providence Medical Center

Business Plan Purpose The Royals Opening Day Tailgate Event was

designed to provide an out of the norm event for appeal as well as serve fun tailgate foods to help customers reminisce while supporting the opening day of our local sports team.

ARAMARK Mission Statement We are…

a professional services organization dedicated to

excellence. We do…

Develop and sustain leadership Provide world-class experiences,

environment and outcomes Enable our clients to realize their core

mission Create long-term value and capture the

greatest opportunity.

Providence Medical Center Mission Statement We will…

Reveal God's healing love by improving the health of the individuals and communities we serve, especially those who are poor or vulnerable.

Event Objectives Primary Goal: Increase Sales Objectives:

To increase net sales in the café by 5%

To increase the average check by $0.10

To increase the number of combo sales by 5%

History of Providence Medical Center 1918 – Began serving the Community 1967 – Partnered with ARAMARK 1987 - Opened a long-term facility

on campus 1994 – Became an affiliate of St John

Hospital 2011 – Transitioned to privacy rooms

Providence Medical Center Today 400-bed acute care hospital Offers

Newly renovated ER Multidisciplinary Joint and Spine Surgery

Center Privacy Rooms for all inpatients Long-term care Facility Cardiac rehabilitation program

ARAMARK Services Inpatient Services

Inpatient/resident meal delivery Clinical assessments

Retail Services Providence Plaza Café Vending machines

Catering Services

Competitive Local Business Combo Prices

Panera Bread $6.29

Five Guys

Burger and Fries $7.59

Subway $6.59

Cheese Burger Paradise $8.29

Providence Plaza

Café $5.99

Competitors Located 2 miles away Also offer entertainment and shopping

Providence Plaza Café Offers employee discount On campus No travel time or money

Internal Analysis

Strengths Weaknesses Location Array of Choices Healthy Options Weekly Specials Reasonable Prices Employee Discount Convenient/Grab and

Go Options

4-week Menu Cycle may bore long-term employees

Inconsistency in preparation

External Analysis

Opportunities Threats More Nutritional

Options Use of Just 4 U Icons More promotional

Theme Events Providing Samples of

Promotional Items

Low Census Economic Recession Food Cost Price

Increases

Market Segmentation Wyandotte County

Part of Kansas City Metropolitan Area Population: 156, 505

50.7% femaleRace:

55% White25% Black26% Hispanic3% Asian

Target Market 80% of clientele

is Providence employees

Total 993 Employees 670 full-time 155 part-time Female: 805 Male: 188

EthnicityAfrican AmericanAsian/PacificHispanicNative AmericanCaucasian

Marketing Product: selected to match the

tailgate theme Outside the normal menu Food to reminisce

Price Cover food and production costs Offer employee discounts Generate a profit

Marketing Continued Place

Providence Plaza Café Promotion

Signage Mass email

Sent Monday and Thursday Word-of-mouth

Sales Forecast Forecast

Averages of two previous Fridays Net Sales: $1,887.25 Combos sold: 92

Breakeven analysis of bread pretzels 28 units need to be sold

Food Resources Ordered from Sysco

Monday 9th and Wednesday 11th

Items needed: Grill: bread pretzels and corndogs Hot dog Bar: hot dogs, polish sausages,

bratwurst, buns, potato salad, macaroni salad, slaw, chili, relish, mustard, ketchup and cracker jacks

Nacho Bar: corn tortillas, nacho cheese, sour cream, jalapenos, salsa

Equipment Resources No additional equipment purchases were

needed. Equipment List:

Sheet pans Tilting Skillet Deep Fat Fryer Flat Top Grill Steam table Chafing dishes Convection ovens 3 rectangle dining tables

Financial Resources Sales of bread pretzels:

Sales price per unit $1.99 ea. Units Sold 37

Variable Costs (i.e. food costs, labor, etc): Labor per unit (4hrs, $12/hr, 37 units sold) $0.77 Raw Food Cost: $0.26 ea. Total: $1.03

Fixed Costs: Decoration Costs $5.84 Misc administration costs $16.40 Rent(800/month 4hrs) $4.44

Total: $26.68Breakeven Analysis: 28 bread pretzels

Evaluation Goal: Increase Sales

Objectives: ↑ Net sales by 2% ↑ Number of combos sold by 5% ↑ Average check by $0.10

Improvements: Taste testing marketing Customer satisfaction survey

Limitations: Price increase of hot dogs increase combo price Census was low

Questions