Management Business Plan
Chicken Wrap with Mango Chutney at Central DuPage Hospital
&
Statement of Purpose

The purpose of this Management Business Plan is to promote a
retail menu or menu item based on Aramark’s retail category cycle
menu

The goal of this business plan is to increase awareness and sales of
the healthy proprietary meal options made available by the National
Brand Licensing Guide between Aramark and Cooking Light.
 The promotion focused on the
Chicken Wrap with Mango
Chutney
Mission Statement –
Cadence Health

CDH is part of
whose culture is defined by a deep
commitment to provide compassionate
care to every patient, every day
Mission Statement –
Cadence Health
 The
mission of
is:
"To provide excellent, compassionate
care for patients and their families,
and to promote community health and
wellness."
Mission Statement –
Cadence Health

Cadence Health operates by the ICARE values:





Integrity. We do what's right.
Compassion. We are caring and kind to our patients, their
families and each other.
Accountability. We take ownership for our actions and
commitments.
Respect. We show consideration and treat everyone with
dignity.
Excellence. We are dedicated to providing outstanding,
equitable care every time, with the highest standard of safety
and quality.1
Mission Statement –
Aramark

The mission statement of
“Deliver Experiences that Enrich
and Nourish Lives."
Business Objective #1

Goal: Increase the sandwich recognition and health
awareness of customers in the Café by providing samples
of Cooking Light's proprietary sandwich recipe and
displaying the Cooking Light promotional materials and
nutritional information.

Objective: 50 customers will sample the Chicken Wrap
with Mango Chutney on October 21st, 2014 and be aware
the recipe is healthy and sourced from Cooking Light
magazine, a long-established health, nutrition and fitness
authority.
Business Objective #2

Goal: Increase sales by promoting Aramark's
National Brand Licensing Agreement with Cooking
Light, which provides access to proprietary recipes and
promotional materials.

Objective: Increase the sales of the Chicken Wrap
with Mango Chutney by 100 percent or to a total of
six sandwiches as compared to the historical average
daily sales figure on October 21, 2014.
Company Summary

Ownership structure of CDH
changed twice in the past three
years

In 2011, CDH merged with
Delnor Hospital located in
Geneva, IL, to form Cadence
Health

In Sept 2014, Cadence Health
merged with Northwestern
Memorial HealthCare and will
operate as Northwestern
Medicine
Company Summary
 At
CDH, Aramark provides:
 Retail Food Service
 Patient Tray Service
 Catering
 Environmental Services
 Cost
Plus Contract
 5-year contract
 Expires: August 31, 2018
 Partnered for 15 years
Company Summary

Aramark Local Presence:
 130 client partners
 4,500 employees
 Edwards, Advocate, NorthShore & University of
Chicago Medicine

Ararmark’s National Presence:
 1,000 hospitals worldwide
 FORTUNE Magazine’s “World’s Most Admired
Outsourcing Companies”
 Ethisphere Institute’s “World Most Ethical
Companies”
Market Analysis
 CDH is located in western suburbs of
Chicago Metro Area

Winfield, Illinois
 2013 population: 9,400
 Adjacent to Metra Union Pacific West line
 Provides access to 19 communities from
Chicago to Elburn
Market Analysis
 Primary
service area located in DuPage
County:
 Winfield
 West Chicago
 Carol Stream
 Glen Ellyn
Competition Caliendo’s

Caliendo's Restaurant and Bar

SWC Winfield and High Lake Road directly across from
CDH

Locally owned

Serves: specialty sandwiches, burgers, wraps, Panini’s,
Italian, pizza and desserts

Open: 11:00 - 2:00 am, seven days a week

$6.00 lunch and dinner specials (dine-in only) offered
Monday thru Friday from 11 am to 11 pm.

Price range: $7.00 to $15.00
Competition –
Caliendo’s
CDH
Calando's
Competition Giagnorio’s Deli

Giagnorio's Deli

Located 0.2 miles south of CDH along Winfield Road

Open: 11 am to 3 pm, Monday - Friday

Offers: soups, salads, sandwiches and desserts, heat and
eat later menu

Prices: $4.95 to $6.95 for a sandwich, $3.25 to $4.50 for
soup and $6.50 for a salad.

Offers three daily soup/salad and sandwich
combinations.
Competition –
Giagnorio’s Deli
CDH
Giagnorio’s
Competition John’s Tavern

John's Restaurant and Tavern

Located at the southeast corner of Winfield and High Lake Road,
just south of CDH

Provides an extensive menu: appetizers, deli sandwiches, burgers,
entrees, soups, salads, Friday and Saturday night specials and a full
service bar

Tradition in Winfield since 1921

Sandwiches and burgers range from $7.95 to $10.95, soup from
$2.95 to $3.95, salads from $8.95 to $12.95 and entrees from $10.95
to $15.95

Open: 9:00 am to 1:00 am
Competition –
John’s Tavern
CDH
John’s Tavern
Competition Pricing
SWOT Analysis
S: Strengths
W: Weaknesses
O: Opportunities
T: Threats
S
Strength
Offers variety
Strength
Lower
Pricing
Strength
Convenient
location
Strength
Strong
management
Strength
Limited
competition
Strength
Pleasant
dining
environment
W
Weaknesses
Location on
NW Side of
Hospital
Weaknesses
Same 4-week
cycle menu each
month
Weaknesses
Access to café
could be
confusing
Weaknesses
Temperature
Weaknesses
Number of
employees
Weaknesses
Minimal
Garbage
O
Opportunities
Improved use of
marketing
materials
Opportunities
Opportunities
Changing
customer tastes
Opportunities
Opportunities
Expand
Cooking Light
options
Opportunities
T
Threats
Limited
Financial
resources
Threats
Threats
Decreasing margins
from raw food price
increases or
product shortages
Threats
New
competition
within walking
distance of
CDH
Threats
Changes in
economy
which…
Threats
cause more CDH
employees to bring
meals from home
or dine at
competitive food
establishments
Market Segmentation
Classification of Cafe Patrons
Informal Customer Demographic Survey at the Cafe at
CDH
Non-Medical Staff
51
Medical Staff
49
Female
70
Male
30
Non-Hospital Employee
23
Hospital Employee
77
0
10
20
30
40
50
Percent
60
70
80
90
Target Market
 70% Female
 Average Age: 40 yrs old
 80% Employees of CDH
 Consistent with Cooking Light’s Consumers:
83% Female
25 to 54 years old
Marketing Strategy
 Merchandising Strategy
Focus on quality & freshness
Sampling to create impulse buys
Marketing Mix
 Product, Price, Place & Promotion
 Product: Chicken Wrap with
Mango Chutney
Marketing Mix
 Price: $4.95
 Place: The Café at CDH
Marketing Mix
 Promotion

Promotional
Materials
 Display Plate
 Sampling during Promotional
Event
Marketing Mix
Marketing Mix
Resources

Employee Resources





Julie Brown, Retail Manager
Rich Jirsa, Purchasing Manager
Assembly Chef
Dietetic Intern
Equipment Resources

Refrigerator, hotel pans, kitchen scale, #20 scoop, 4
oz spoodle, knife, spatula, cello wrappers and
Cooking Light stickers
Resources
 Food
Resources
5.5 x 8” naan bread
 2.5-oz grilled chicken breast, sliced
 #20 scoop of mango chutney sauce
 4-oz spoodle of spring lettuce salad mix

Break Even Analysis for Chicken Wrap
Sales Price per Wrap
$4.95
Resources
Variable Costs
Raw Food Cost
Additional Associated Operating Costs Based on Total
Percentage of 30% {($4.95 * 0.30) - $1.29}
Total Variable Costs
$1.29
Food Cost
Indicated Profit per Wrap
Fixed Costs
Sample Packaging
50 2-oz cups at $0.013/each
50 2-oz lids at $0.011/each
Cost of Sample Wraps = (6 @ $1.29)
Additional Labor for Sample Wraps and Excess Production above Par
Levels = 30 minutes @ $10.50/hr
Labor for Employee Passing Samples = 30 minutes at $10.50/hr
Additional Promotional Materials
Total Fixed Costs
Break Even Point: ($20.44/$3.46) =
$0.20
$1.49
$3.46
$0.65
$0.55
$7.74
$5.25
$5.25
$1.00
$20.44
5.91
Wraps
Evaluation

Goal/Objective #1: Accomplished


Goal/Objective #2: Accomplished


Greater than 50 samples of the Chicken Wrap with Mango Chutney
were distributed during the lunch hour on October 21, 2014
Sales of the Chicken Wrap with Mango Chutney were increased by 400
percent as compared to the daily historical sales figure on October 21,
2014
Promotional Event was successful and well received

Expanding the daily Cooking Light meal options is concluded to be
reasonable and achievable