A TASTE OF THE NEW JERSEY
SHORE: BOARDWALK FAVORITES
By: Stephanie Yednak
ARAMARK Dietetic Internship
April 24, 2012
Beach Plum Cafe
STATEMENT OF PURPOSE
To provide the intern an opportunity to develop a
business plan aimed at the implementation of a
retail theme day
 Includes:
 Exploration of company
 Services provided
 Market analysis
 Marketing strategy
 Finical plan
 Resources required for successful implementation

MISSION STATEMENT


“We are a professional
services organization
dedicated to excellence.
We develop and sustain
our leadership position
by engaging and
supporting our most
valuable and
differentiated asset; the
competence, commitment
and creativity of our
people.”

Meridian Health is
committed to improving
the health and wellbeing of the residents of
New Jersey by providing
quality, patient-centered
health care services
delivered in hospital,
community and in-home
settings, and to
advancing medicine
through clinical
education and research.
BUSINESS OBJECTIVES
PRIMARY GOAL: TO INCREASE SALES
Objective 1

To increase the total
cafe sales by 10%
compared to the
average pizza
Thursday over the
past 4 weeks
Objective 2

To increase total café
sales attributed to
employee traffic by 5%
compared to the last
four Tuesday’s sales
BUSINESS GOALS
SECONDARY GOAL: TO INCREASE CUSTOMER
SATISFACTION
Objective 3

As a result of the
boardwalk favorite’s
theme day, 80% of all
visitors will be
satisfied with their
meals and selection
offerings
COMPANY SUMMARY





Southern Ocean Medical Center, the newest addition
to the Meridian Health family
Meridian Health is the largest employer in
Monmouth and Ocean counties
 Meridian Statistics:
Houses over 11,000 team members
Affiliated with over 2,000 physicians
Offers over 1,700 acute hospital beds
Our Vision: To be the best health system in New Jersey
Our Values: Honesty, Integrity, Respect, Compassion,
Balance, and Diversity
Our Promise: We provide the best health care experience
MARKET ANALYSIS AND
SEGMENTATION
Identifying local demographics and businesses is
necessary to implement a successful theme
THE BEACH PLUM CAFE
Seasonal -based 4 week rotation menu
 Seats 180 diners
 Majority of diners are employees with employee
discount
 6 Stations including:







Grill
Simmer
Crisp
Build
Exhibition
Home
SWOT ANALYSIS
STRENGTHS
•Only on-site dining option
•No other establishment available
within walking distance
•Low prices
•Quality product
•All food made on site
•Employee discount
•Fresh new ideas
WEAKNESSES
•Not easily assessable to public
•Lack of marketing efforts to
outside customers
•Event occurs on a Tuesday
afternoon
•Small capacity and seating
OPPORTUNITIES
THREATS
•Able to try new products and
vendors often
•Many diversity days to
sample new recipes and ideas
•Room Service
•Can increase prices due to
extremely low starting point
•Café closed between 2:30- 4 pm
daily
•Various other establishments
within a mile radius
•Hospital Concierge service
•New ER construction until next
year
•Lack of parking
THE COMPETITION
Large retail driven community of Manahawkin,
NJ
 Easily assessable from Routes 9 and 70, 72 and
the Garden State Parkway
 Similar styles of service and food offerings such
as:



Other establishments include:


pizza, sandwiches, salads, hot entrees, and soups
Fast food, casual and fine dining restaurants, pizza
places, coffee shops, delis, and supermarkets
Direct Competitors include:

Stafford Diner, Wawa, Wendy’s, KFC, McDonalds,
Friday’s, Applebee’s and Joey’s Pizza
The Beach
Plum Café
1140 Rt 72W
3.79
Joey’s Pizza
1340 Rt 72 W
Chicken
Caser Salad
Item
WAWA
1400 Rt 72W
Applebee's
205 Rt 72 W
7.50
Stafford
Diner
1388 Rt 72W
8.25
4.79
9.99
4.69
8.95
8.75
4.99
9.99
Pizza slice
1.35
2.00
-
-
-
Bar pie
3.60
11.00
-
-
9.99
French Fries
0.85
2.95
3.25
-
2.99
Cheese steak
3.35
7.50
7.95
4.79
10.99
Turkey Club
3.79
6.95
7.95
3.89
10.99
Hamburger
2.45
5.50
5.25
-
9.99
Wraps
3.99
7.50
8.25
4.29
8.99
Chicken
Fingers
3.49
5.95
5.25
4.69
9.79
Dessert/pie
1.99
4.95
3.50
1.99
5.49
Large Coffee
1.05
0.95
1.10
1.00
1.59
Fountain
Soda
0.95
1.89
1.50
1.25
2.79
Panini
T
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LOCAL DEMOGRAPHICS
LOCAL DEMOGRAPHICS OF STAFFORD
TOWNSHIP, NEW JERSEY: POPULATION
2010 Population
Growth and
Population Statistics
Stafford Township, NJ
New Jersey
United States
Total Population
34,089
8,733,304
308,455,134
Square Miles
46.53
7,417.34
N/A
Population Density
732.60
1,177.40
87.20
Population Change
Since 1990
166.78%
12.99%
24.02%
Population Change
Since 2000
51.29%
3.79%
9.61%
Forecasted Population
Change by 2014
19.39%
2.68%
4.52%
Population Male
48.93%
48.89%
49.48%
Population Female
51.07%
51.11%
50.52%
40.20
37.40
35.60
Median Age
2010 POPULATION BY RACE FOR
STAFFORD TOWNSHIP, NJ
1%
1%
3%
4%
White
African American
Asian
Hispanic
Other
91%
TARGET MARKET
Employee Participation
 According to the Customer Close Up Survey (2010)


91% buy at least one meal at the Beach Plum Café a
week
EMPLOYEE DINING BEHAVIOR AND MARKET
SHARE OF ALTERNATIVES FOR THE BEACH
PLUM CAFÉ
6%
2%
On-Site
Bring
Skip
35%
Off-Site
57%
STRATEGY
Boardwalk Favorites
BOARDWALK THEME DAY

Southern Ocean Medical Center is located in the
heart of the Jersey Shore
Minutes from Long Beach Island
 Short distance to Seaside Heights
 30 minutes from Atlantic City
 1 hour to Ocean City

MARKETING PLAN
Product
•Variety of exciting and new products not commonly seen in
the Beach Plum Café
•Quality and authentic food, true to boardwalk style
Place
•Only on-site dining facility
•4 of 6 stations a dedicated to boardwalk items
•Relaxed and fun atmosphere
Price
•Value and combo meal
•No high mark up factor
•Lower than traditional boardwalk fare
Promotion
•Advertising on menus and team member e-mail list serve
•Flyers placed upon entrance and within the café
•Decoration of the café a day in advance to spark interest
RESOURCES
Equipment, labor, food and financial
EQUIPMENT NEEDED
Cooking Equipment
Small wares
Fryer
Spatula
Refrigerator
Pizza screens
Freezer
Scoops
Steamer
Ladles
Stock pots
Spoodles
Convection oven
Pizza cutter
Grill
Shot guns
Griddle
Can opener
Toaster
Slicing knife
Impinger oven
Chef’s knife
Cutting boards
Various serving tools
Sterno
Chafing dishes
Steamtable pans
Tongs
EMPLOYEE LABOR
Production
Chef
Cooks
Servers
Chef’s
Assistant
Cashier
FOOD RESOURCES ORDERED
Food Item
Amount ordered
Unit Price
Total Price
Rope Sausage
1 10# case
28.16
28.16
Whole Fresh chicken
1.207
122.15
Peppers
2 case of 16/3# chickens,
50.4#
1 1/9 bushel
26.41
26.41
Onions, sliced
10# ¼” slice
14.30
14.30
6” club rolls
2 dozen
2.65
5.30
Fan Tail Shrimp
1 case, 4/ 3# bags
63.43
63.43
Corn on the Cob
1 case 48/5” pieces
23.48
23.48
Fresh broccoli
1 case 4/3# bags
19.55
19.55
Curly Fry
1 case 6/5# bags
37.88
37.88
Potato Salad
1/8# bucket
10.21
10.21
Pasta Salad
2/5# ct
17.06
17.06
Cheese Sauce
1 case 6/106oz ea
48.96
48.96
Coleslaw
1 bag 10#
8.68
8.68
Zucchini Sticks
2 cases 4/3.5# ea
32.28
64.56
Tartar sauce
1 case 4/1 gallon
38.96
38.96
Funnel Cake
2 case 48/5” pieces
20.17
40.34
Ice cream
2 piece 3gallon bulk
29.70
29.70
Pizza Crust
1 case 96/5.5 oz 7”
44.45
44.45
Pizza Cheese
1 case 4/5#
39.58
39.58
Pizza Sauce
1 case/6 104 oz can
22.59
22.59
Buffalo Chicken
10# case
28.42
28.42
Total
$734.17
FINANCIAL RESOURCES
$734.17 purchased in food
 8 employees needed to implement theme day


no additional labor costs to be incurred to operate the
theme day
No additional costs were incurred for promotion,
advertising, or decorations
 The budget for this event assumes no additional
costs other than the normal budget for the Beach
Plum Café

FINANCIAL DATA
Budget, sales forecast, breakeven analysis
SALES FORECAST
Goal 1

To increase sales of
the Beach Plum Café
compared to a typical
pizza Thursday by
10% or showcase a net
sales of $1964.58 for
lunch and dinner
Goal 2

The Boardwalk
Favorites theme day
hopes to increase the
employee sales
market and exceed
$1115.63 as a result of
the menu
TYPICAL SALES: BEACH PLUM CAFE
Tuesday
Net sales
Visitors
Employees
27-Mar
1770.03
460.58
1168.87
3-Apr
1694.79
434.72
1121.56
10-Apr
1489.61
373.00
1014.99
17-Apr
1447.32
387.54
944.58
1600.44
413.96
1062.50
Average
Thursday
Net sales
Visitors
Employees
Pizza
29-Mar
1689.40
452.72
1078.24
85.60
5-Apr
2006.25
605.00
1256.70
77.50
12-Apr
1736.85
508.22
1079.72
99.55
19-Apr
1711.47
401.29
1140.91
96.99
1785.99
491.81
1138.89
89.91
Average
Theme day
Net Sales
24-Apr
Visitors
1719.05
Employees
360.7
Pizza
1223.65
62.15
BREAKEVEN ANALYSIS
Sausage Sandwich Units Sold
Unit
Sales
Sales price per unit
units sold
3.69
21
Variable Costs
labor per unit (4 hrs, $14/hr, 21 units sold)
raw food cost
total VC
0.375
1.93
2.305
Fixed Costs
insurance and administrative fees $180/day (4 hours)
30
Total fixed costs
30
BE= 30/ (3.69 - 2.305) =
Break even in number of units sold
21.6
22
EVALUATION
Analysis of theme day
EVALUATION
$1600.44
average
Average 370
customers
$1719.05 net
sales from
event
414
customers on
theme day
+ $118.61
Increase of
9.3%
Increased
foot traffic
OBJECTIVES
Objective 1 (not met)
To exceed typical pizza
Thursday sales

Net sales of $1964.58
for lunch and dinner
would be needed to
meet the specifics of
the objective and the
theme day needed to
bring in an additional
$245.53 to meet that
goal
Objective 2 (met)
To increase employee
participation by 5%

This was achieved by
employee spending
above an average
Tuesday of $1062.50.
The Boardwalk
Favorites theme day
surpassed the goal of
exceeding $1115.63 by
ringing in $1223.65 in
employee sales
OBJECTIVES CON’T
Objective 3
80% of all visitors will be satisfied with their
meals and selection offerings
Was met easily
 Customers agreed
that the food fit the
theme
 They were satisfied
with their selections
 Customers enjoyed
their meals

PHOTO GALLERY
A visual representation of the theme day
PIZZA BAR
Featuring:
Buffalo
Chicken Pizza
Bar Pies
Whole Pies
Various
Toppings
Located at
the exhibition
Station
HOME STATION
Featuring:
BBQ Chicken
Fried Shrimp
Steamed Broccoli
Corn on the Cob
Zucchini Sticks
Curly Fries
Cheese Sauce
FUNNEL CAKE STATION
Featuring:
Hot funnel Cakes
Ice Cream
Sundaes
Granola
Pineapple
Cherries
Nuts
Sprinkles
Oreos
Chocolate Syrup
Sliced
Strawberries
DECORATIONS
Music
QUESTIONS?
Thank You