Managing Data Streams
Paul Komelasky Operations Vice-President
Sodexo Education Services
What is the data you look at? Can you really look at it all?
Revenue stream, location, average check, Margin, % YOY
Revenue Growth, Sales per Customer base (Student population,
enrolled, sales per resident student, Capture rates, 15 minute
count, 15 minute food purchases, Profitability per hour of
operation, Revenue per sq ft , FCPM, SPLH, Employee Benefits,
Transactions per labor hour, Employee Benefit as a % of wages,
etc
Case study driving revenue –
Data by itself isn't useful. The most important aspect of
strategic decision making is the actionable insights that data can
reveal. Are you making the most of the data you have to move
your organization closer to your goals
What will really impact your business most?
Have you established and define your objectives?
Have you established how to measure success?
Do you have the data in place to measure ?
Case study driving revenue – College Campus
Driving revenue through taking advantage of growth
opportunities and implementing strategic plan. Identifying and
creating strategic partnerships can assist in accomplishing goals.
Case study driving revenue – College Campus
Objectives: Drive profitable top line revenue by 6.5%
through retail operations, greater customer participation 10%,
drive higher ave check by $.12, new sales 80% cash sales.
Measure success: Achieve $975,000 ($780K cash), no more
than 5% loss revenue at any existing operation, drive, improve
profitability of all retail operations by 9% .
Do you have the systems in place to measure: full P&L by
location, Income stream analysis, customer tracking , menu
monitoring.
Case study driving revenue – College Campus
Understanding our customers determining new locations new
menu items.
• Who are our customers?
– Faculty,
– Staff
– Students
• What services are our customers wanting?
– Quick, Convenient, Fresh, Variety, Quality
• How can we develop a program that meets to varied needs of all
segments?
– Offering right products, hours, services
• Where are our customers coming from and going?
•Tools used:
•Zipcodes for customer analysis
•Utilizing manufacturing and distributors information on trends
•Building occupancy throughout the day (Mapping)
•POS Tracking movement throughout the day parts at different locations
•Tying bar-coding of food purchases to understand what customers are
purchasing.
•Reviewing day part participation and capture
• Review payment method, Pre-paid plan, Debit cards, credit cards, charges
•% of cash vs pre-paid plans
•Cornell Smarter Lunch program and Disney style control flow
Understanding our competitors
Our Findings:
Majority of Competitor’s Menus Do Match Student Preferences
>80% of Competitors Are Not Within Walking Distance
>80% of Competitors Do Not Offer Delivery Service
>90% of Competitors Do Not Accept Dining Dollars
57% of Competitors Are Independent Restaurants
43% of Competitors Are Quick Service;29% are Casual Dining
Understanding where are
customer comes from
• Mapping Traffic Flow
– Where customers live on
campus
– How customers move
throughout day part
– Non traditional
customers
Understanding where are
customer comes from
• Mapping Traffic Flow
– Resident Population
Understanding where are
customer comes from
• Mapping Traffic Flow
– Zoning the market
CAMPUS
DENSITY
BYMEAL
PERIOD
North
Central
South
Off
Total Respondents
32.50%
23.70%
34.50%
9.30%
Undergrad On
38.50%
14.90%
45.40%
1.30%
Undergrad Off
23.50%
25.20%
31.30%
20.00%
Graduate
32.40%
39.90%
11.90%
15.80%
Faculty/Staff
29.70%
24.70%
34.60%
11.00%
Fraternity/Sorority
37.40%
18.70%
40.70%
3.30%
Total Respondents
22.60%
13.80%
28.50%
35.10%
Undergrad On
34.60%
8.20%
55.30%
1.80%
Undergrad Off
13.00%
15.70%
18.30%
53.00%
Graduate
23.30%
31.30%
11.10%
34.20%
Faculty/Staff
14.80%
11.60%
15.50%
58.20%
Fraternity/Sorority
34.10%
12.10%
48.40%
5.50%
15.50%
6.30%
20.80%
57.50%
Lunch
Dinner
Late Night
Total Respondents
CAMPUS DENSITY BY BUILDING AT EACH MEAL PERIOD
Total Respondents
Building
Lunch
Dinner
Late Night
North Campus
32.50%
22.60%
Technical Institute
18.60%
6.10%
Central Campus
23.70%
13.80%
Jacobs Center
6.40%
4.00%
Annenberg Hall
3.90%
Norris Center
3.30%
2.60%
University Library
3.10%
2.60%
2.30%
34.50%
28.50%
20.80%
South Campus
Kresge
6.50%
Willard
4.60%
Harris Hall
2.90%
Theatre
2.30%
Foster Walker
2.80%
3.40%
1835 Hinman
2.50%
2.10%
Allison
2.00%
1.90%
(Reporting percentages over 1.9% and higher
2.80%
15.50%
6.30%
Understanding where are
customer comes from
• Mapping Traffic Flow
– Walking distance
Understanding who the customer is
• CUSTOMER’IZATION
– Zip code analysis based on
customer segmentation
– Targets food and spending
preferences for the customer
segments
– Utilized data from the following
resources:
• Claritas
• U.S. Census Bureau
• AC Nielsen
• NPD/Crest – Restaurant
Panel
GLOBAL/ETHNIC
National
Segment
Map
$
24%
15%
URBAN NAVIGATORS
TRENDIES
13%
$$$
13%
NATURALS
ATTAINERS
20%
FUNDAMENTALS
*Percentages may not add to
100% due to rounding.
15%
ROUTINERS
TRADITIONAL
CUSTOMER‘IZATION
GLOBAL/ETHNIC
Staff
Segment
Map
Contemporary
URBAN NAVIGATORS: 8%
TRENDIES: 87%
ATTAINERS: 4%
$
$$$
NATURALS: 0%
US Population
FUNDAMENTALS: 0%
ROUTINERS: 2%
*Percentages may not add to 100% due to rounding.
TRADITIONAL
Urban Navigators 24%
Fundamentals
20%
Routiners
15%
Trendies
15%
Attainers
13%
Naturals
13%
CUSTOMER‘IZATION
Identity
GLOBAL/ETHNIC
• Affluent - high income, education,
investment, spending
• Major metros
$$$
$
• Executives/professionals in business,
finance, education, entertainment
Foods
• Healthy and fresh, authentic ethnic
cuisine
• Mid-scale Italian, Asian
TRADITIONAL
• Frequent casual bar/grill
• Enjoy coffee bars and specialty
bakery
CUSTOMER‘IZATION
Food Preferences
Soups: like traditional, ethnic & variety
TRENDIES
Salads: enjoy compound and entrée salads
Exhibition Cooking: want a variety of ethnic/trendy
and regional American
Beverages: drink specialty & decaf coffees, hot &
cold teas
Chain Restaurants frequented by Trendies
Quick Service
Sit Down
Quizno's
Rock Bottom Brewery
California Pizza Kitchen
Cheesecake Factory
Einstein Bros.
P.F. Chang’s
Panera Bread
Wolfgang Puck’s
Starbucks
Lettuce Entertain You™
Restaurants
Trendies
=
“Contemporary”
• 40% of the menu encompasses Commercial Mainstream:
– Wraps, Rice Bowls, Sandwiches with Specialty Breads & Spreads,
Global Burritos
• 30% of the menu encompasses Trendy Menus:
– Crusted Meats, Caribbean Cuisine, Indian Cuisine, Lettuce Wraps
• 15% of the menu encompasses Traditional with a Twist:
– Roasted Garlic Marinara Sauce, Cheddar Mashed Potatoes, Chicken
Noodle with Roasted Vegetables; incorporates foods with high
price/value relationship
• 15% of the menu incorporates Authentic Ethnic:
– Empanadas, Tempuras, Noodle Bowls; incorporates foods with high
price/value relationship
So…what does this mean!?!
• We know that we have a high percentage of customers
that are looking for high-quality, healthy, contemporary
foods
• We know that if the product is what they want, they will
spend the money for it
• We know that there are many similarities between our
faculty, staff and students
• We can design a program that better meets customer
demand, giving them what they want, when and where
they want it.
• We understand where our customers are throughout the
day.