B R Y N M A W R H O S P I T A L C A F E T E R I AO C T O B E R 2 4 T H

L A U R E N M A R T I N , A R A M A R K D I E T E T I C I N T E R N

RETAIL THEME DAY BUSINESS PLAN

OVERVIEW

• Mission Statement & Objectives

• Company Summary

• Market Analysis• Resource Review• Financial Data• Evaluation

STATEMENT OF PURPOSE

• Purpose of the retail theme day business plan:

• Explore Retail operations of Bryn Mawr Hospital (BMH)

• Determining customer demographics/Market Analysis

• Theme Day idea implementation

• Financial accounting

MISSION STATEMENT

Bryn Mawr Hospital

“Our Mission is to thrive as a hospital food & nutrition organization that is striving to achieve an

exceptional patient satisfaction experience by being customer driven, continually improving our services, team focused and fiscally responsible.”

BUSINESS OBJECTIVES

• Goal #1: Increase cafeteria sales • Objective #1: To increase daily cafeteria sales by 5% compared

to the pervious three Friday sales.

• Goal #2: Increase selling number of daily “meal deal” special• Objective #2: To increase the number of daily meal deal

specials sold by 10 compared to the past three Friday meal deal sales.

BMH COMPANY SUMMARY

• Main Line Health – Well Ahead• Guaranteed Net Budget Contract• ARAMARK Services offered:

• Patient & Clinical Services• Retail Food Services• Environmental Services (EVS)• Facility Operations Manager• Laundry• Customer Service Center

THE MARKETM A R K E T A N A LY S I S , M A R K E T S E G M E N TAT I O N , TA R G E T M A R K E T

MARKET ANALYSIS  Bryn Mawr

Hospital Cafeteria

Wawa Bertucci’s Sushi Land

6” Turkey Sandwich

$3.49 $4.19 ___ ___

8 piece California Roll

$4.99 ___ ___ $4.95

Cheese Pizza $1.79 (slice cheese pizza)

___ $9.99 (personal Margherita

pizza)

___

Egg, Cheese and Bacon Breakfast Sandwich

$2.79 $4.19 ___ ___

MARKET ANALYSIS: SWOT ANALYSIS

Strengths- Low food prices- Convenience- Familiarity- Payroll deduct

Weaknesses- Limited selection and

variety- Hours of operation- Vegetarian- Ethnic Foods

Opportunities- Specialty coffee’s- Exhibition/Sauté- GRO Promotions

Threats- Meal Deals offered - Establishment within quick

walking distance- “vegetarian and vegan

friendly” restaurants

MARKET SEGMENTATION

11%

20%

11%

14%

44%

Department Demographics

Food and NutritionNursingManagementVisitorOther Specialities

MARKET SEGMENTATION CONT.

7%

22%

41%

30%

Age Range

18-2526-4041-55>55

TARGET MARKET

FemaleAge: 41-55

Employee of the hospitalDepartment: Nursing

THEME DAY MARKETING STRATEGY

PRODUCT, PLACE, PRICE, PROMOTION

PRODUCT

• Vegetarian Theme• Tofu Stir Fry Satay• Pesto Pizza• Roasted Garlic

Hummus• Veggie Burgers• Tomato Basil Soup &

Vegetarian Chili

PLACEMENT

• Steam table• Easy access

PRICE

• Costing from E-Recipes

• $4.49• Meal Deal: $4.99

PROMOTION

• Highlighted menu items

• Recipes• Just For You

Vegetarian Facts Sheet

PROMOTIONAL ADDENDUMS Black Bean & Sweet Potato Burritos8-12 flat tortillas (any brand, any flavor) 2 cups sweet potatoes, peeled, cubed, boiled until fork-tender, drained1 can black beans, drained1/2cup sliced onions 3 cloves minced garlic1 cup shredded Mexican-style or cheddar cheese, or other cheese blend 2 tsp cumin 1 tsp chili powder (more or less, depending on your taste)  - Preheat oven to 350°F.- Sauté onions and garlic in 1-2tsp olive oil over medium heat.- Add can of drained black beans to onions and garlic. Stir in seasonings.- Add boiled and drained sweet potatoes to bean and onion mixture. Gently mix.- Stuff tortillas with black bean and sweet potato mixture and place in a greased 9x13 baking dish, with seam side faced down - Sprinkle cheese over burritos. - Bake at 350°F for about 5 – 10 minutes, or until cheese it melted.- Serve with salsa, sour cream, guacamole, lettuce and tomato!

PROMOTIONAL ADDENDUMS: TABLE FLYER

Did You Know…• October is National Vegetarian Month  • The average America consumes 8 ounces of meat per day – that

is 45% more than the USDA recommends

• Vegetarian lifestyles are associated with a reduced risk of many chronic illnesses, including heart disease, many types of cancer, diabetes, high blood pressure, and obesity.

• Meatless meals can allow you to consume larger portions for the same amount of calories! Coming soon…

MARKETING STRATEGYSALES FORECAST

SALES FORECAST

• Increase sales by 5%: $4,819.35• Increase number of meal deal units sold by 10

• 21 units: $105.00

Sales $4,450.00 $4,500.00 $4,550.00 $4,600.00 $4,650.00 $4,700.00 $4,750.00 $4,800.00 $4,850.00

GoalCurrent

RESOURCE REVIEWEQUIPMENT, FOOD, F INANCIAL

EQUIPMENT

• Sauté pan/stove• Hot holding

cabinets• Rice steamers• Refrigerator• Steam tables• Spoodles,

spatula's, knives

FOOD

Sysco & Ambrogi

FINANCIAL: BUDGETDirect Costs  

Food $125

Plates/Utensils $10

Marketing Materials (color printing, paper) $5

  Total = $140

Indirect Costs  

Supplies $13.45

Physician and other fees $0

Repairs/maintenance $0.35

Communication/education $0.03

Utilities $0

Professional Services $7.31

Employee benefits $1.35

General hospital expenses $1.41

Salaries and outside fees $17.01

Total = $40.91

FINANCIAL: BREAKEVEN POINTVegetarian Stir-Fry Special  

Sales  

Sales price per unit $4.49

Variable Costs  

Decorations $0.00

Labor $2.31

Raw Food Cost $1.58

Total Variable Costs $3.89

Fixed Costs  

Insurance and misc administrative (paper, printing,

taxes etc…)

$7.62

Fixed Costs total $7.62

Breakeven in number of units sold 13 units need to be sold

EVALUATIONHOW DID WE DO?

FINANCIAL EVALUATION

• Breakeven• Sold 26 Tofu Stir Fry Satay’s• $58.37 profit

• Objective 1• Increased sales by 8%• Net sales of $4,955.07

• Objective 2• Sold 11 Meal Deals• Sold 26 total Tofu Stir Fry Satay’s

Sales $4,400.00 $4,500.00 $4,600.00 $4,700.00 $4,800.00 $4,900.00 $5,000.00

Total Sales

GoalActualCurrent Avg

CUSTOMER SATISFACTION

• Positive Feedback• Sampling

• Overall Success!

Any questions?THE END