RETAIL THEME DAY
BUSINESS PLAN
BRYN MAWR HOSPITAL CAFETERIA
O C T O B E R 2 4 TH
LAUREN MARTIN, ARAMARK DIETETIC INTERN
OVERVIEW
• Mission Statement &
Objectives
• Company Summary
• Market Analysis
• Resource Review
• Financial Data
• Evaluation
STATEMENT OF PURPOSE
• Purpose of the retail theme day business plan:
• Explore Retail operations of Bryn Mawr Hospital (BMH)
• Determining customer demographics/Market Analysis
• Theme Day idea implementation
• Financial accounting
MISSION STATEMENT
Bryn Mawr Hospital
“Our Mission is to thrive as a hospital food & nutrition
organization that is striving to achieve an exceptional
patient satisfaction experience by being customer
driven, continually improving our services, team
focused and fiscally responsible.”
BUSINESS OBJECTIVES
• Goal #1: Increase cafeteria sales
• Objective #1: To increase daily cafeteria sales by 5% compared to
the pervious three Friday sales.
• Goal #2: Increase selling number of daily “meal
deal” special
• Objective #2: To increase the number of daily meal deal
specials sold by 10 compared to the past three Friday meal
deal sales.
BMH COMPANY SUMMARY
• Main Line Health – Well Ahead
• Guaranteed Net Budget Contract
• ARAMARK Services offered:
•
•
•
•
•
•
Patient & Clinical Services
Retail Food Services
Environmental Services (EVS)
Facility Operations Manager
Laundry
Customer Service Center
THE MARKET
MARKET ANALYSIS, MARKET SEGMENTATION, TARGET
MARKET
MARKET ANALYSIS
Bryn Mawr
Hospital
Cafeteria
Wawa
Bertucci’s
Sushi Land
6” Turkey
Sandwich
$3.49
$4.19
___
___
8 piece
California Roll
$4.99
___
___
$4.95
Cheese Pizza
$1.79 (slice
cheese pizza)
___
$9.99 (personal
Margherita
pizza)
___
Egg, Cheese
and Bacon
Breakfast
Sandwich
$2.79
$4.19
___
___
MARKET ANALYSIS: SWOT
ANALYSIS
Strengths
- Low food prices
- Convenience
- Familiarity
- Payroll deduct
Weaknesses
- Limited selection and variety
- Hours of operation
- Vegetarian
- Ethnic Foods
Opportunities
- Specialty coffee’s
- Exhibition/Sauté
- GRO Promotions
Threats
- Meal Deals offered
- Establishment within quick
walking distance
- “vegetarian and vegan
friendly” restaurants
MARKET SEGMENTATION
Department Demographics
11%
20%
44%
Food and Nutrition
Nursing
Management
Visitor
Other Specialities
11%
14%
MARKET SEGMENTATION CONT.
Age Range
7%
30%
22%
18-25
26-40
41-55
>55
41%
TARGET MARKET
Female
Age: 41-55
Employee of the hospital
Department: Nursing
THEME DAY MARKETING
STRATEGY
PRODUCT, PLACE, PRICE, PROMOTION
PRODUCT
• Vegetarian Theme
• Tofu Stir Fry Satay
• Pesto Pizza
• Roasted Garlic
Hummus
• Veggie Burgers
• Tomato Basil Soup &
Vegetarian Chili
PLACEMENT
• Steam table
• Easy access
PRICE
• Costing from ERecipes
• $4.49
• Meal Deal: $4.99
PROMOTION
• Highlighted menu
items
• Recipes
• Just For You
Vegetarian Facts
Sheet
PROMOTIONAL ADDENDUMS
Black Bean & Sweet Potato Burritos
8-12 flat tortillas (any brand, any flavor)
2 cups sweet potatoes, peeled, cubed, boiled until fork-tender, drained
1 can black beans, drained
1/2cup sliced onions
3 cloves minced garlic
1 cup shredded Mexican-style or cheddar cheese, or other cheese
blend
2 tsp cumin
1 tsp chili powder (more or less, depending on your taste)
- Preheat oven to 350°F.
- Sauté onions and garlic in 1-2tsp olive oil over medium heat.
- Add can of drained black beans to onions and garlic. Stir in seasonings.
- Add boiled and drained sweet potatoes to bean and onion mixture. Gently mix.
- Stuff tortillas with black bean and sweet potato mixture and place in a greased 9x13
baking dish, with seam side faced down
- Sprinkle cheese over burritos.
- Bake at 350°F for about 5 – 10 minutes, or until cheese it melted.
- Serve with salsa, sour cream, guacamole, lettuce and tomato!
PROMOTIONAL ADDENDUMS: TABLE
FLYER
Did You Know…
• October is National Vegetarian Month
• The average America consumes 8 ounces of meat per day –
that is 45% more than the USDA recommends
• Vegetarian lifestyles are associated with a reduced risk of many
chronic illnesses, including heart disease, many types of cancer,
diabetes, high blood pressure, and obesity.
• Meatless meals can allow you to consume larger
portions for the same amount of calories!
Coming soon…
MARKETING STRATEGY
SALES FORECAST
SALES FORECAST
• Increase sales by 5%: $4,819.35
• Increase number of meal deal units sold by 10
• 21 units: $105.00
$4,850.00
$4,800.00
$4,750.00
$4,700.00
$4,650.00
Goal
$4,600.00
Current
$4,550.00
$4,500.00
$4,450.00
Sales
RESOURCE REVIEW
EQUIPMENT, FOOD, FINANCIAL
EQUIPMENT
• Sauté pan/stove
• Hot holding
cabinets
• Rice steamers
• Refrigerator
• Steam tables
• Spoodles, spatula's,
knives
FOOD
Sysco & Ambrogi
FINANCIAL: BUDGET
Direct Costs
Food
$125
Plates/Utensils
$10
Marketing Materials (color printing, paper)
$5
Total = $140
Indirect Costs
Supplies
$13.45
Physician and other fees
$0
Repairs/maintenance
$0.35
Communication/education
$0.03
Utilities
$0
Professional Services
$7.31
Employee benefits
$1.35
General hospital expenses
$1.41
Salaries and outside fees
$17.01
Total = $40.91
FINANCIAL: BREAKEVEN POINT
Vegetarian Stir-Fry Special
Sales
Sales price per unit
$4.49
Variable Costs
Decorations
$0.00
Labor
$2.31
Raw Food Cost
$1.58
Total Variable Costs
$3.89
Fixed Costs
Insurance and misc administrative (paper, printing,
$7.62
taxes etc…)
Fixed Costs total
$7.62
Breakeven in number of units sold
13 units need to be sold
EVALUATION
H O W D I D WE D O ?
FINANCIAL EVALUATION
• Breakeven
• Sold 26 Tofu Stir Fry Satay’s
• $58.37 profit
• Objective 1
• Increased sales by 8%
• Net sales of $4,955.07
• Objective 2
Total Sales
$5,000.00
$4,900.00
$4,800.00
$4,700.00
$4,600.00
$4,500.00
$4,400.00
• Sold 11 Meal Deals
• Sold 26 total Tofu Stir Fry Satay’s
Goal
Actual
Current
Avg
Sales
CUSTOMER SATISFACTION
• Positive Feedback
• Sampling
• Overall Success!
THE END
Any questions?