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When Aramark is in business for a profit and loss, there is always room to
increase profit. Taking this into account, this retail business plan was created to
increase total sales at the deli bar by 5% compared to the previous week. It was
decided that we would introduce a BBQ Turkey Cheddar melt to the deli bar for
an entire week. In order to be a success, the deli bar needed to make $345.00
dollars during the week of October 17th. With the help of a team, the deli bar was
able to surpass its goal and increase sales by 17%. Micros was used to track the
sales of the melt and deli bar.
Aramark:
Deliver experiences that enrich and nourish lives
1.2 Objective
There were goals and objectives that were set for this business plan. They
were created with help from the Retail manager and the needs of the caf. The
only goal was to increase sales in the Down Under Cafe. In order to achieve the
goal, we needed to set objectives that would get us in the right direction. The first
objective was to sell 50 BBQ Turkey Cheddar melts for the week of October 17 th
in the Down Under Caf at Vista Medical Center East. The second objective was
to increase total deli bar sales by selling BBQ Turkey Cheddar melts by 5%
compared to deli bar sales from the preceding week.
Vista Medical Center was founded in 1891. The hospital system includes a
total of three locations: Vista Medical Center East, West and Lindenhurst. Vista
Medical Center East is the largest of the three locations with a full service
hospital and a level II trauma center. Vista Medical Center West offers an
emergency room, behavioral health, inpatient rehab, corporate health services
and full diagnostics. The last location is the Lindenhurst location. This is
comprised of a freestanding ER room, ambulatory care center, medical office
building and surgery center. Other facilities that Vista has to offer are the Physical
Medicine and Work Power Center, Imaging Center and the MRI institute. Vista
Health system has a total of over 400 physicians and 100 employees on staff.
These staff members care for the patients in a combined 310 beds. Vista has
plans to renovate their East campus so that each patient can be as comfortable
as possible during their stay by switching all of their rooms to private rooms.
Aramark signed a three year profit and loss contract with Vista Medical
Center in May 2014. Since joining with Vista, Aramark has offered a variety of
food and environmental services to the hospital. Java City, Starbucks and the
Down Under Caf are the three retail services in the system. Aramark also offers
Meals on wheels, patient services and meals for the doctors lounge. Aramark
shows strength in their flexibility with their ability to accommodate the needs of
Vista.
sandwiches, they also offer a variety of deserts, chips, bottled and fountain
drinks.
Subway has sandwiches for sale ranging from $3.50 to $10.00. They offer
the flexibility to determine exactly what meats, vegetables, sauces and cheeses
that you would like to add to your sub. Similar to Potbelly, they also offer cooking,
chips and drinks. Certain locations even offer a drive through service. Jimmy
Johns is comparable to Subway. Their sandwiches range from $5.00 to $10.00.
Jimmy Johns offers fresh baked bread and subs with predetermined ingredients.
You have the option to get a sub without bread as well. If you are gluten free, do
not worry, they offer an unwich option where it is wrapped in lettuce instead of
the bread.
Although there are competitors, The Down Under Caf has an advantage
because they are in a convenient location being the basement of the hospital and
they have a wide variety of food selections to choose from. With the right
combination of quality food and exquisite service, Aramark has the potential to
maximize on these benefits.
SWOT analysis
Internal Factors
Strengths
- Constant interaction with
Weaknesses
- Located in the basement of
the hospital
options selected by
ARAMARK
payment methods
- Nutrition information
no shows/call offs
selections
standards
Order meals
Expensive benefits
quick
Opportunities
- Greater patient knowledge
Threats
- Competition from other
locations
- Increased Marketing
- Convenience of other
- Develop a sense of
ownership/community of
through option
location
- Cleaner environment
selections
- Greater employee
attendance
- Maximizing on Your Voice
counts
34% of the customers were visitors while the remaining 66% were
employees
34% of the customers were male while the remaining 66% were female
23% of the customers were 60+ years old
6% of the customers were 50-59 years old
17% of the customers were 35-49 years old
40% of the customers were 25-34 years old, this was the largest
bar while the other 16% thought that the selection needed revamping
73% of the customers thought that the deli bar was fairly priced while the
remaining 27% thought it was over priced.
Taking the surveys into account, it was determined that the majority of
customers were women 25-34 years old. It would not make sense to target
customers 18 years and younger because there are no customers that young, at
least with the sampled population. The customers are looking for reasonably
priced options, if the options are too expensive they will purchase other things or
possibly even go outside of the hospital to eat. It is best to target to the Vista and
Aramark employees since they are the majority of the customers.
as well. The goal of this promotion was to increase sales and cut down on the
cost of purchasing products in order to do so. By choosing a Panini, the caf was
able to maximize on products they already had in stock.
A Marketing strategy was put in place for this business plan based on the
4 Ps of marketing; Product, Place, Price and Promotion.
The first P, product, was determined based on the needs of the facility.
The Chef and Retail Manager wanted to select a recipe that did not need any
additional purchasing in order to implement. Since this location just introduced a
Panini machine to their caf, they knew that they wanted to promote the Panini
machine as much as possible, so the idea of the BBQ Turkey Cheddar melt was
born.
In order to determine the second P, place, this was rather easy. There was
only one place available to sell the BBQ Turkey Cheddar melts, the deli bar in the
Down Under Caf. When determining price, it was discussed with the retail
manager. The price needed to account for the discount that employees receive
without being too expensive. If the melt was too expensive, the customers would
not have purchased the melt. The price of the melt was $5.49. This price was
inputted into Micros the week before the Panini special. Once the product, place
and price were determined, there was only one thing left to do; promote,
promote, promote. There were flyers created that were posted in the caf to
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promote the melt that included the dates the melt would be served and the price
it would cost. Since the employees are the main customers of the caf, word of
mouth was beneficial. Once one employee knew, all of the employees knew.
Incase the customers missed either the posters or word of mouth, samples were
given on Tuesday and Wednesday during the week of October 17 th.
There was not any data to go off of from the previous week because this
was a new product that had not seen the deli bar yet. In order to determine how
many melts were needed for the week I calculated the break-even analysis and
then determined just how many melts needed to be sold to reach the goal of 5%.
I spoke with the Retail Manager and collectively it was decided that we would
forecast our recipe for 10 melts a day. This would help up reach our goal of
increasing deli bar sales.
There was no way that I could implement these melts into the caf by
myself, there were a number of people who contributed to the success of this
plan. The first person who I spoke with was the retail manager, Andy who helped
me pick the recipe and put the recipe into Micros so that the cashiers could ring
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the melt up once people purchased them. I also needed the help of the Chef,
William and Sous Chef Doug. Their roles were to help with ordering and pricing
of the products. The help did not stop here however; I needed the employees on
the front line to be involved if I was going to be successful. Kamika, DJ, and Jack
were the key to the production of the melt. Jack is in charge of stocking the deli
bar. With out him, I would have no product on the bar to work with. Kamika and
DJ were responsible for production of the melt and customer service while
creating the melts.
The first two days of the event, I handed out samples and assembled the
melts. I handed out a total of 64 samples. The samples increased customer
awareness and even helped with the sale of the melt. On days where there were
samples given, we had the highest amount of BBQ Turkey Cheddar melt sales.
6.2 Equipment Resources
In order to introduce the BBQ Turkey Cheddar Melt to the caf deli, there
were various pieces of equipment that were needed. Those pieces of equipment
are as follows:
Panini machine
Knife
2lb tray and paper liner
Spatula
Squeeze bottle (for BBQ)
Refrigerator
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Deli bar
Cutting Board
Tongs
2 oz Spoon
Gloves
Hairnets
Containers within Deli bar
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Variable Costs:
Labor cost per meal: $1.02
Food cost per meal: $1.53 as indicated on recipe
Cost of equipment (tray/liner) per meal : $0.16
Total Variable cost: $2.71
Fixed Costs:
Marketing Cost: $18.28, ($0.45 per melt)
Selling Price: $5.49
Number of BBQ Turkey Cheddar melts sold: 41
Food cost: 28%
Break Even analysis: 6 BBQ Turkey Cheddar melts
(See appendix for all calculations)
7.0 Evaluation
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8.0 Appendix
Labor: one hour each day at 10.50 an hour = $42.00. ($1.02 per melt)
Food: Raw food cost = $1.53 per Melt as indicated by recipe provided by
Aramark
Equipment: 16 cents per melt (2lb tray $0.04 + tray liner $0.12)
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Breakeven analysis:
Fixed costs/(selling price variable costs) = Break even point
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References
1. VISTA HEALTH SYSTEM. (n.d.). Retrieved November 4, 2016, from
http://www.vistahealth.com/uploads/public/documents/fact_sheets_new/Vi
staHealthSystemFactSheet.pdf
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