Management Business Plan
April Proctor, Aramark Dietetic Intern 2014-2015

Purpose
 To help the intern explore the company, services
provided, market analysis, marketing strategy, financial
plan, and resources required for successful
implementation of a retail promotion.
Mission Statement
 Susquehanna Health
“To extend God’s healing love by improving the health of
those we serve.”
 Aramark
“Deliver Experiences that Enrich and Nourish Lives.”
Business Objectives
Goal: To increase sales for a St. Patrick’s Day menu item.
 Objective #1: Increased corned beef and cabbage sales by
10% compared to total corn beef and cabbage sales from
last year.
 Objective #2: Increase total gross sales from St. Patrick’s Day
last year by 2%.
Company Summary
 1994 Divine Providence Hospital, Muncy Valley Hospital, and
the Williamsport Regional Medical Center merged to form
Susquehanna Health
 Aramark service partner since 1987, operates 11 different
lines of service
 Aramark named World’s Most Ethical Company, Top 10
Veteran Friendly Employers, Fortunes 2014’s “World’s Most
Admirable Companies”
 Fee-for-service contract
Company Summary Cont.
 Heritage Café
Four-week cyclic menu with a grill and home station
Grab and Go meals, deli and salad bar, pizza, snacks
 Tower Coffee
Proudly serves Starbucks coffee and flavored beverages
Grab and Go sandwiches, salads
 Subway
Subs, salads, soups, snacks
Market Analysis
 Two Major Competitors: Cracker Barrel and The Brickyard
Restaurant and Ale House
 Cracker Barrel offers southern home style cooking, and prides itself
on cooking with high quality ingredients and genuine hospitality
 Breakfast, lunch, dinner
 Corned beef and cabbage with carrots and potatoes, served with
Gulden’s® Spicy Brown Mustard was offered from March 9, 2015
through March 17, 2015 for $9.99
 Traditional Price Ranges $10.00-$20.00
Market Analysis Cont.
 The Brickyard Restaurant and Ale House
 Traditional “pub” food
 Lunch and dinner
 Corned beef and cabbage with carrots and cheddar mashed
potatoes during the week of St. Patrick’s Day for $12.99
 Alcoholic beverages including specialty beers
 Traditional Price Ranges $7.00-$30.00
Market Analysis Cont.
 Both Cracker Barrel and The Brickyard operate off of a static
menu
 Holiday meals and soup du jour
 Greater brand/marketing power
Market Segmentation
 Voice of the Consumer Survey (2010)
 96% hospital employees, largest percent from support
staff, nursing, and administration
 37% ages 35-49
 80% female
 80% Caucasian
 32% of respondents eat in the Café at least 2-3 times per
week
Target Market
 Caucasian female hospital employees working first
shift between the ages of 35-49
Marketing Strategy
 Product: Corned beef and cabbage with steamed red potatoes
and carrots
 Price: $3.99
 Place: Heritage Café from 11:00 am to 1:30 pm
 Promotion: fliers, word of mouth
Sales Forecast
 10% increase in total corned beef and cabbage sales from last
year
 Last year 22 servings of corned beef and cabbage were sold,
24 or more this year to meet goal
 Increase total gross sales by 2%

Sales from March 17, 2014 totaled $2,909.36 $2,967.55 or
greater this year to meet goal
Resources
 Equipment: Slicer, hotel pans, knife, cutting glove, hotel sized
perforated pans, steamer, refrigerator, blast chiller, cutting
board and board mate, large serving plate, steam jacket
kettle, tongs, ½ cup spoodle, heat lamp
 Food: beef brisket, corned; heads of cabbage, red bliss
potatoes, baby carrots, spice pickling, yellow onion*, celery*,
salt*, pepper*
*Indicates items already on hand
Resources Cont.
 Financial: Fixed and variable costs
 Fixed costs: 15 fliers as marketing materials at $0.14 per
flier and employee insurance costs at $6.27 per day.
 Variable costs: labor at $4.17 per hour (cut by 1/3) for
the lead cook multiplied by six hours and raw food cost
per serving from the Aramark’s e-recipes website.
Financial Data
Calculations
Sales price per meal: $3.99
Number of meals sold: 32
Total sales: 3.99 X 32= $127.68
Labor cost per serving: $4.17 X 6 hours= $25.02/42 servings= $0.60
Raw food cost per serving (from e-recipes):
Corn beef- $1.40
Carrots- $0.09
Cabbage- $0.11
Potatoes- $0.45
$2.05
Marketing materials: $0.14 X 15 copies= $2.10
Insurance: $23,500 per month/30 days=$783.33/125 employees= $6.27
Financial Data
Variable Costs
Labor cost per serving
Sales
Sales price per meal
Number of meals sold
Total
$3.99
32
Raw food cost per serving
Total
$127.68
$0.60
$2.05
$2.65
Fixed Costs
Marketing Materials (ink and
colored paper to produce fliers)
Insurance
$2.10
Total
$8.37
$6.27
Breakeven number of units sold = FC/(SP-VC)
$8.37/($3.99-$2.65)= 6.25
Evaluation
 Total corned beef and cabbage meals sold: 32
Exceeded goal of a 10% increase by 8 units
 Total gross sales $2,722.72
Did not meet goal of 2% increase
 Explanations? Subway, Pt. census
Conclusion
 Although objective #1 was surpassed by eight meals
providing a total of $127.68 in revenue, objective #2 was not
met and total gross sales actually decreased by $186.64 from
the previous year.
 Suggestions for increased revenue for next year
Irish soda bread combo meal at slightly greater retail price
References
1. Susquehanna Health. Our Mission, Vision, and Values. http://www.susquehannahealth.org/about-us/introduction/our-missionvision-and-values/page.aspx?id=23. Accessed on March 16, 2015.
2. Aramark Healthcare. Case Studies (Susquehanna Health). http://www.aramarkhealthcare.com/main-pages/aramark-inaction/case-studies/susquehanna-health-(williamsport-pennsylvania)Accessed on March 18, 2015.
3. Aramark. About Aramark. http://www.aramark.com/AboutAramark. Accessed on March 18, 2015.
4. National Restaurant Association. 2015 Restaurant Industry Forecast (Video). https://www.youtube.com/watch?v=3mZLjToejy0.
Accessed on March 17, 2015.
5. Cracker Barrel. Wholesome Fixin’s Menu. http://www.crackerbarrel.com/wholesome-fixins. Accessed on March 15, 2015.
6. The Brickyard Restaurant and Ale House. Menu. http://www.thebrickyard.net/our_menu. Accessed on March 16, 2015.
7. Susquehanna Health. Voice of the Customer (Powerpoint). Williamsport, PA: Susquehanna Health Voice of the Consumer Report;
2010.
8. United States Census Bureau. State and County Quick Facts Williamsport, PA.
http://quickfacts.census.gov/qfd/states/42/4285312.html. Accessed on March 18, 2015.
9. IBIS World. Serving Up Diversity: Major Trends in the Foodservices Sector. http://media.ibisworld.com/2014/07/02/servingdiversity-major-trends-food-services-sector. Accessed on March 14, 2015.
10. History. St. Patrick’s Day. http://www.history.com/topics/st-patricks-day. Accessed on March 16, 2015.