Management Business Plan Project
Texas Health Harris Methodist H.E.B.
Aramark Dietetic Internship
Sharon Royal
10/26/14
Purpose
To provide intern with experience creating a management
business plan and implementation of the promotion in a retail
setting.
Mission Statement
 Texas Health Resources
Our mission: To improve the health of the people in the
communities we serve.
 Aramark
Our mission is to deliver experiences that enrich and nourish
people’s lives.
Objectives
 Increase Grab-N-Go sales by 10% compared to the last 2
payday Fridays and following Saturday and Sunday
 Reduce unused inventory of Pure Leaf Tea by 20%
 How does this promotion relate to the mission of Texas
Health Resources and Aramark?
 Reduced wait time
 Healthy options
 Variety
Company Summary
Texas Health Resources
 300 bed, 275 beds currently in operation
 Serving Northeast Tarrant County since 1973
 Full service facility
 550 active physicians
 Partners with Aramark for 4 years
 Cost Plus Contract
Company Summary
Aramark
 Offers Catering, Retail, Patient Services, Valet
 Award winning services to healthcare institutions, universities, school
districts, stadiums, arenas, and businessess in 22 countries around the
world
 2013
 Recognized as “The Worlds Most Admired Company” by Fortune Magazine
 Honored as one of the World’s Most Ethical Companies by the Ethisphere
Institute
 Consistently ranked top 3 most admired companies in the industry since
1998
Market Analysis
Local Competitors
Restaurant Style
Whataburger
Fast Food
Schlotsky’s
Fast Food
IHOP
Sit down
Subway
Fast Food
Quik Trip
Gas station convenience store
Price Comparison
Whataburger
Schlotsky’s IHOP
Subway
Quik Trip
Crystal
Cafe
Chips
N/A
$1.19
N/A
$1.10
$1.18 $1.49
$0.99
Cup of Soup
N/A
$2.99
$2.99
$2.50
N/A
$1.79 $2.39
Garden Salad $4.04
$6.20
$2.99
(house)
$5.00
$4.69
$3.49
Sandwich
N/A
$4.49
$7.99
6in $4.25 - $3.69
$5.50
$1.99$2.99
Burger
$2.94
N/A
$6.99
N/A
N/A
$2.99
16 oz Coffee
$1.49
N/A
$2.29
(iced)
$1.80
$1.12
$1.29
Hash Browns $1.39
N/A
$1.39
$1.10
N/A
$0.69
Egg
sandwich
N/A
$5.29
(Half
Ham/
egg)
$2.25
$3.00 (2
$1.59
sausage egg
bisquits)
$1.59
SWOT Analysis
Internal Analysis
Strengths
• Quiet Environment
• Conveniently located
in LL of hospital
• Several items prepared
in front of guest
• Healthy options
• Variety of food types in
one place
• Hospitable Staff
• Spacious dining area
Weaknesses
• Time waiting in line
• Rotating menu can
become mundane to
long time staff
• Limited hours
( 7am – 7pm)
External Analysis
Opportunities
• Off-site Catering
Threats
• Bad Weather
• New Business
• Limited Budget
Market Segmentation
Table 2. Frequency employees dined in the Café every week
Usage
Segment Key
Light User
(0-1)
Medium User Heavy User
(2-3)
(4+)
Total
39%
33%
29%
Promoters
Passives
Detractors
31%
41%
43%
40%
30%
30%
29%
29%
27%
Marketing Segmentation Cont.
 Out of 416 respondents 99% were employees. 39% of which were
nurses, 16% were administrative, and 11% were Technical.
Job classification
Executive
1%
Director
10%
Physician
0%
Nursing
39%
Technical
11%
Support Staff
10%
Patient Services
6%
administrator
16%
Researcher
0%
Other
7%
0%
5%
10%
15%
20%
25%
30%
35%
Other
Researcher
administrator
Patient Services
Support Staff
Technical
Nursing
Physician
Director
Executive
40%
45%
Target Market
 Voice of the consumer report
 80% staff make up Café clientele
Age Group
Percent of age group on staff
25-34
18%
35-49
39%
50-59
30%
 Respondents were 84% Female and 13% male; 3% didn’t
specify
 Crystal Cafes target market is primarily all staff and some
visitors
Promotional Concept
 Provide more variety
 Reduce waiting time in Café
 Provide healthy options
 Affordable price
 “Not Too Sweet And Not Too Spicy” Asian Combo
Marketing Plan (4 P’s)
Product
• Sesame Beef Stir-Fry (Be Healthy Item)
•Thai Green Curry Chicken Soup
•Chicken Ciabatta w/ Spicy Asian Slaw (Be Healthy Item)
•Pure Leaf Tea (Honey Green or Peach Black)
Place
• Grab-N-Go in the Crystal Café located in LL of Texas Health HEB Harris
Methodist Hospital
Price
Individual Pricing
•Beef Stir-Fry = $3.69
•Thai Green Curry Soup = $2.89
• Chicken Ciabatta = $4.29
•Pure Leaf Tea = $1.79
Promotion
•Posted Flyer by Grab-N-Go display
• Word of Mouth
•Employees receive 15% discount on combo including choice of Asian
entrée and Pure Leaf Tea
•Employees receive an additional 15% off of Items marked Be Healthy
Combo Pricing
• Beef Stir-Fry = $ 5.49
•Thai Green Curry Soup = $4.69
•Chicken Ciabatta = $6.09
“Not Too Sweet and Not Too Spicy” Asian Combo
Pick one Not Too Sweet Pure Leaf Tea
And
Pair it with one of these Not Too Spicy Asian Entrees
From the Grab-N-Go
~ Beef Stir Fry $5.49
~ Mini Chicken Ciabatta w/ Spicy Asian Slaw $6.09
~ Thai Green Curry Coconut Chicken Soup $4.69
Prices listed apply to the combo only
Resource Review
Equipment
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Flat grill
Stove top
Convection oven
Food scale
Measuring utensils
Hotel pans
Thermometer
Metal spatula
8oz serving spoon
#8 scoop
Microwavable containers
Resource Review Cont.
Food Resources
Thai Green Curry paste
2 lb 5oz Chicken
9oz Snow Peas
12 Ciabatta Buns
3 oz Fresh Baby Spinach
Spicy Coleslaw
Garlic, Herb, Orange Marinade
14 oz white rice
Cilantro
Chicken Base
Ginger Root, Garlic
Yellow Onion
1.5 lb Top Round Beef
Whole Baby Corn
6 oz Shitake Mushrooms
2 oz Green Onions
1 Red Pepper
1lb 2oz Edemame
Coconut Milk
Other herbs and spices
Employee Resources
 Tim Sullivan, Retail Manager
 Brian Russell, Foodservice Director
 Jaclyn Percosky, Production Manager
 Bibi and Franchesca, Cashiers
 Nolan, Buyer
 Sharon Royal, Cook, Intern
 Amanda, Foodservice worker
Financial Data
 Food Cost percentage was set at 50% or less
 Sales Forecast
 Meet or surpass Breakeven Point on all entrée items
 Meet or beat goals and objectives to increase Grab-N-Go sales
by 10% and reduce unused inventory by 20%
 Goals and Objectives based on past sales of similar bottled tea
beverages and past promotional sales increases.
Breakeven Calculations
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Break Even Point Calculations based off of individual prices
Fixed Cost / (Ave entrée price – Variable food cost)
Entrees
Stir-Fry $6.90/($4.95-$3.62) = 5.2
Thai Curry Soup $6.90/($4.95 - $3.16) = 3.85
Chicken Ciabatta $6.90/($4.95 - $3.81) = 6.05
Pure Leaf Tea
6 cases X 12 Bottles a case = 72 bottles; 72 X .20 = 14.4 bottles needed to be sold to
meet 20% reduction
$86.40/$1.79 = 48.27 Bottles would be the breakeven point if we had purchased the
product for this promotion but the Tea was paid for from a past promotion.
Variable Labor Cost per unit
$11 per hour X 8hours = $88; Total servings = 36
$88/36servs. = $2.44
Breakeven Analysis
Promotion Item
Breakeven Point
Actual Sold
Beef Stir-Fry
5.2
8
Thai Curry Soup
3.85
3
Chicken Ciabatta
6.05
8
Pure Leaf Tea
48.27
12
Evaluation
 Final Grab-N-Go sales 2.98%
 Last payday Friday, Saturday, Sunday = 1.82%
 Two Payday Friday, Saturday, Sunday ago = 2.1%
 Sales increased 61% and 70%
 Goal Surpassed!
 Final reduction of Pure Leaf Tea 17%
 12 Bottles sold
 3% less than 20%
 Goal not met
Thoughts For Change
 Post flyers up on floors
 Offer samples of soup
 Pick a different soup
 Maybe not have a combo
 Offer wider beverage selection if doing a combo
 Run promotion on different days of the week
 Send email blast
Questions