Healthy Snack Attack
Retail Business Plan
St. Mary’s Hospital and Regional Medical
Center
Cristina Pronove
Aramark Dietetic Intern
Statement of Purpose
To develop and implement a retail
promotion to increase sales of Quaker
Fruit Medley Bars at St. Mary’s
Columbine Cafe
Mission Statements
St. Mary’s Hospital and Regional Medical Center:
“We reveal and foster God’s healing love by improving the health of the people and
communities we serve especially those who are poor and vulnerable.”
Aramark:
“Aramark delivers experiences that enrich and nourish people’s lives through
innovative services in food, facilities management, and uniforms. We provide award-
winning services to healthcare institutions, universities and school districts, stadiums
and arenas, and businesses in 22 countries around the world.”
Goal and Objective
Goal: Increase sales and number of Quaker Fruit
Medley Bars through retail promotional business plan.
Objective: Increase the sales and number of Quaker
Fruit Medley Granola bars sold by 50% compared to
the previous week’s sales.
Company summary
-St. Mary’s is located in Grand Junction, CO
and is the largest hospital and medical center
between Denver, CO and Salt Lake City, UT
-Sisters of Charity Leavenworth (SCL) health
systems
-270 staffed beds
-Average Census: 183 patients
Aramark and St. Mary’s
-Aramark account since July of 2001
-Guaranteed Net Budget: Food production
costs are guaranteed to remain within St.
Mary’s budget for the fiscal year.
-Contract renewal in 2016
-Provides patient meals via room service
Duties:
-Provides meals to associates, visitors, and
patients in retail [Columbine] cafe, Life
Center, Mind Springs and Advanced Medicine
Pavilion
Competitors
7th Street Deli: Sandwiches, salads,
soups $6.95-$10.00
The Ale House: Sandwiches,
Entrees, Pizza, Salads, Full bar with
9+ beers on tap
$10.00-$22.00
Pizza Hut: Pizza, Wings, Pasta,
Breadsticks
$10.00+
SWOT Analysis
Positive
Negative
External factors
Strengths
✦Location (located on main floor of hospital)
✦Cycle Menu (4-week cycle menu)
✦Strong Management
✦Friendly Staff
✦Prices
✦Convenience
✦Production Quality
✦Offers Variety
✦Large Seating Area
✦Associate Discount
✦To-go and grab-n-go options
✦Payment System (credit/debit cards, cash, payroll deduction)
✦Hours of Operation
Weaknesses
✦Cycle Menu (Changed once to twice per year for 4-week menu)
✦Microwaves (Encourages people to bring food from home)
✦Competitive Vulnerability
✦Portion size (Smaller than competitors)
✦No Outside Patrons (Unless visiting patients)
✦High Training Cost (high employee turnover)
✦“Hospital Food” Reputation
Internal factors
Opportunities
✦Technological Advances (replace broken equipment)
✦New Distribution Channels (Delivery to rooms for visitors)
✦Competition weaknesses (Same options as competitors)
✦Improvement in Marketing
Threats
✦Popular Competition
✦Decreasing Profit (increased equipment/food costs)
✦Potential patrons bring food from home/outside facilities
✦Inflation/changes in economy
✦Increased cost percentage on “as purchased” items
✦Numerous restaurant/grocery options near Hospital
✦High Employee Turnover Rate (Training costs, understaffed)
Market segmentation
-St. Mary’s associates, visitors, and patients
-Teaching hospital=higher majority of students
-81.9% white, 13.5% hispanic, 1% black
-Grand Junction Residents live active
lifestyles partaking in outdoor activities
-Fit, healthy meals with convenience
Promotional event concept
-Customers seek high-quality
meals with convenience
-Promote healthier snack options
-Increase sales of a “dog”:
Quaker Fruit Medley Bars
-Quaker Fruit Medley Bars+piece
of fruit for $2.70
Marketing strategy
-Post flyers at nurses’ stations, entrance, and cash
register of Columbine Cafe
-Global email to associates promoting event
-Post advertisement for promotional event on
Columbine Cafe’s main website
-”Healthy Snack Attack” deal available for the week
of April 16, 2015
-10% off of what the combination would typically
cost
Product, price, place, promotion
-Product: Quaker Fruit Medley Bars+1 piece of fruit
-Price: $2.70 = 10% discount
-Place: Columbine Cafe located in St. Mary’s
Hospital
-Promotion: 2 flyers created and posted, global
email to St. Mary’s associates, advertisement on
Columbine Cafe’s website
Sales forecast
Sales for Quaker Fruit Medley Bars
will increase at least 50% during the
week of the promotional event.
Resources
-Limited Resources were needed for promotion
-Retail Manager: Assisted intern with promotional
concept, taught intern infogenesis, provided intern
with direction to advertise promotion
-Purchasing Manager: Ensured adequate
inventory of products needed for event
-Dietetic Intern: Created and placed flyer, came up
with promotional concept, implemented promotion
in cafe
-Cashiers: Upsell promotional deal
Equipment resources
1. Paper and color ink to print flyers
2. Display stands to display Quaker Fruit Medley
Bars and Fresh fruit
3. Promotion signs to display flyers
Food Resources
-Quaker Fruit Medley Bars: in stock
-Fresh oranges, bananas, and apples: in stock
BReakeven Analysis
Sales
Sales price per deal
$2.70
Number of deals sold
4
Variable Costs
Labor per Unit
Raw Food Cost
Total:
Fixed Costs
Misc Administration Costs
Insurance
Total:
$0.00
$1.36
$1.36
$1.44
$3.00
$4.44
Evaluation
-Success was determined by comparing sales
of Quaker Fruit Medley Bars for promotional
event compared to previous week’s sales
-Sales of Quaker Fruit Medley Bars increased
100% during promotional event
- 4 Bars were solds compared to the 2 sold in
the previous week
Success!
References
1.St. Mary’s Medical Center. http://www.stmarygj.org/. Accessed March 23, 2015.
2. Retail Food Services. ARAMARK Healthcare Website. Available at: https://www.aramark.net/sa/home/local.aspx?id=4096.
Accessed April 1, 2015.
3.Tips for Writing Goals and Objectives. https://aramarkhealthcare.blackboard.com/bbcswebdav/pid-108956-dt-content-rid272792_1/courses/rmk.2014-2015/Tips%20for%20Writing%20Goals%20and%20Objectives%281%29.pdf. Accessed March 15,
2015.
4.Grand Junction, Colorado. City-data.com. http://www.city-data.com/city/Grand-Junction-Colorado.html#b. Accessed April 2,
2015.
5.7th Street Deli. http://7thstreetdeli.biz/. Accessed April 3, 2015.
6.The Ale House, Grand Junction. http://www.breckbrew.com/food/the-ale-house-grand-junction. Accessed April 3, 2015.
7.Pizza Hut. http.//www.pizzahut.com. Accessed April 3, 2015.