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Royals Opening Day Tailgate

Providence Medical Center. Royals Opening Day Tailgate. Lindsey Warren May 4 th , 2012 Management Business Plan ARAMARK Distance Learning Dietetic Internship 2011-2012. Business Plan Purpose.

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Royals Opening Day Tailgate

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  1. Providence Medical Center Royals Opening Day Tailgate Lindsey Warren May 4th, 2012 Management Business Plan ARAMARK Distance Learning Dietetic Internship 2011-2012

  2. Business Plan Purpose • The Royals Opening Day Tailgate Event was designed to provide an out of the norm event for appeal as well as serve fun tailgate foods to help customers reminisce while supporting the opening day of our local sports team.

  3. ARAMARKMission Statement • We are… a professional services organization dedicated to excellence. • We do… • Develop and sustain leadership • Provide world-class experiences, environment and outcomes • Enable our clients to realize their core mission • Create long-term value and capture the greatest opportunity.

  4. Providence Medical CenterMission Statement • We will… Reveal God's healing love by improving the health of the individuals and communities we serve, especially those who are poor or vulnerable.

  5. Event Objectives • Primary Goal: Increase Sales • Objectives: • To increase net sales in the café by 5% • To increase the average check by $0.10 • To increase the number of combo sales by 5%

  6. History of Providence Medical Center • 1918 – Began serving the Community • 1967 – Partnered with ARAMARK • 1987 - Opened a long-term facility on campus • 1994 – Became an affiliate of St John Hospital • 2011 – Transitioned to privacy rooms

  7. Providence Medical Center Today • 400-bed acute care hospital • Offers • Newly renovated ER • Multidisciplinary Joint and Spine Surgery Center • Privacy Rooms for all inpatients • Long-term care Facility • Cardiac rehabilitation program

  8. ARAMARK Services • Inpatient Services • Inpatient/resident meal delivery • Clinical assessments • Retail Services • Providence Plaza Café • Vending machines • Catering Services

  9. Competitive Local Business Combo Prices • Competitors • Located 2 miles away • Also offer entertainment and shopping • Providence Plaza Café • Offers employee discount • On campus  No travel time or money

  10. Internal Analysis Strengths Weaknesses • Location • Array of Choices • Healthy Options • Weekly Specials • Reasonable Prices • Employee Discount • Convenient/Grab and Go Options • 4-week Menu Cycle may bore long-term employees • Inconsistency in preparation

  11. External Analysis Opportunities Threats • More Nutritional Options • Use of Just 4 U Icons • More promotional Theme Events • Providing Samples of Promotional Items • Low Census • Economic Recession • Food Cost Price Increases

  12. Market Segmentation • Wyandotte County • Part of Kansas City Metropolitan Area • Population: 156, 505 • 50.7% female • Race: • 55% White • 25% Black • 26% Hispanic • 3% Asian

  13. Target Market • 80% of clientele is Providence employees • Total 993 Employees • 670 full-time • 155 part-time • Female: 805 • Male: 188

  14. Marketing • Product: selected to match the tailgate theme • Outside the normal menu • Food to reminisce • Price • Cover food and production costs • Offer employee discounts • Generate a profit

  15. Marketing Continued • Place • Providence Plaza Café • Promotion • Signage • Mass email • Sent Monday and Thursday • Word-of-mouth

  16. Sales Forecast • Forecast • Averages of two previous Fridays • Net Sales: $1,887.25 • Combos sold: 92 • Breakeven analysis of bread pretzels • 28 units need to be sold

  17. Food Resources • Ordered from Sysco • Monday 9th and Wednesday 11th • Items needed: • Grill: bread pretzels and corndogs • Hot dog Bar: hot dogs, polish sausages, bratwurst, buns, potato salad, macaroni salad, slaw, chili, relish, mustard, ketchup and cracker jacks • Nacho Bar: corn tortillas, nacho cheese, sour cream, jalapenos, salsa

  18. Equipment Resources • No additional equipment purchases were needed. • Equipment List: • Sheet pans • Tilting Skillet • Deep Fat Fryer • Flat Top Grill • Steam table • Chafing dishes • Convection ovens • 3 rectangle dining tables

  19. Financial Resources • Sales of bread pretzels: • Sales price per unit $1.99 ea. • Units Sold 37 • Variable Costs (i.e. food costs, labor, etc): • Labor per unit (4hrs, $12/hr, 37 units sold) $0.77 • Raw Food Cost: $0.26 ea. Total: $1.03 • Fixed Costs: • Decoration Costs $5.84 • Misc administration costs $16.40 • Rent(800/month  4hrs) $4.44 Total: $26.68 Breakeven Analysis: 28 bread pretzels

  20. Evaluation • Goal: Increase Sales • Objectives: • ↑ Net sales by 2% • ↑ Number of combos sold by 5% • ↑ Average check by $0.10 • Improvements: • Taste testing marketing • Customer satisfaction survey • Limitations: • Price increase of hot dogs  increase combo price • Census was low

  21. Questions

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