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Philadelphia Phillies Retail Theme Day

Philadelphia Phillies Retail Theme Day. Rebecca Scofield, MS ARAMARK Dietetic Internship Methodist Hospital. Statement of Purpose. Provide an entertaining theme day for customers of Anthony’s Broad Street Bistro while improving opportunities for financial growth and customer satisfaction.

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Philadelphia Phillies Retail Theme Day

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  1. Philadelphia Phillies Retail Theme Day Rebecca Scofield, MS ARAMARK Dietetic Internship Methodist Hospital

  2. Statement of Purpose Provide an entertaining theme day for customers of Anthony’s Broad Street Bistro while improving opportunities for financial growth and customer satisfaction.

  3. ARAMARK’s Business Purpose “We provide world-class experiences, environments and outcomes for our clients and customers by developing relationships based on service excellence, partnership and mutual understanding. We enable our clients to realize their core mission, and we will anticipate the needs and exceed the expectations of customers, by dedicating our skills in professional services - hospitality, food, facilities and uniforms - to the goals and priorities of their institution. We create long-term value and capture the greatest opportunity for all ARAMARK stakeholders - our people, clients, customers, communities and shareholders - by delivering sustainable, profitable growth in sales, earnings and cash flow in a global company built on pride, integrity and respect.”

  4. Business Objectives • Objective #1 • Increase total sales in the cafeteria by 5% compared with the previous three non-payday Wednesdays’ sales average. • This objective supports ARAMARK’s mission to deliver “sustainable, profitable growth in sales” for the account and the company. • Objective #2 • Increase customer satisfaction with meal options and theme day event; create a menu that focuses on appealing food options and entertainment while maintaining customers’ expectations of low costs. • This objective reflects ARAMARK’s intent to “provide world-class experiences, environments and outcomes for our clients and customers.”

  5. Company Summary • ARAMARK’s relationship Methodist Hospital: • Since 1954 • Profit and Loss Contract • Cost Plus Feature (Methodist pays certain expenses, including U.S. Foods) • ARAMARK’S Strengths: • National leader in foodservice, uniform, environmental services • Strong partnerships with national and local companies for food procurement, technologies, and equipment purchasing • Ability to provide retail food services to meet Methodist Hospital’s employee dining needs

  6. Market Analysis • The Bistro is convenient for employees who have a short break • Variety of offerings: • Sandwiches, wraps, and paninis • Hot entrees • Soup • Salad bar • Pizza and stromboli • More fresh offerings than local food establishments • Opportunities: • Offer foods and events that corporations may not have flexibility for • Focus menu offerings on location, customer demographics, economic considerations, and relevant entertainment

  7. Market Analysis, Continued • Local Competition: • Opportunities: • Offer foods and events that corporations may not have flexibility for • Focus menu offerings on location, customer demographics, economic considerations, and relevant entertainment

  8. Market Segmentation • Methodist Hospital is located in South Philadelphia • Philadelphia County Statistics: • 1,526,006 residents • 58.8% aged 18-64 • 57.9% ages 16 and older are employed • Many ethnicities, religions, cultures, and dietary practices represented at Methodist • The Bistro’s menu provides a variety of ethnic foods and new menu choices

  9. Target Market • 95% of Anthony’s Broad Street Bistro Customers are Methodist Hospital Employees • Customers are seeking fresh, tasty food at low cost • Customers want healthy, economical choices • Serve a variety of customers with foods including: • Pasta Dishes • Vegetarian entrees • Fish • Stir fries • Fajitas • Burgers

  10. Marketing Strategy • Product: Phillies themed lunch special for home opening week • 2 Hot Dogs, Old Bay fries, small fountain drink • Price: $4.50 for above meal, set to be appealing to those who want good food at a good value • Place: Located in Methodist’s cafeteria, the Bistro • Promotion: Fliers hung in the hallway of cafeteria, event and menu advertised on the bistro’s phone recording, Phillies merchandise hung in the bistro • Anyone who purchased the meal special was entered into a raffle to win Phillies merchandise

  11. Theme Day Menu and Flyer

  12. Sales Forecast • Objective: • Achieve 5% increase in total sales compared with sales average of past 3 non-payday Wednesdays • Past 3 Wednesday sales average: $1,386.58 • 5% increase: $69.33 • Total projected sales: $1,455.91 • 16 hot dog meal specials costing $4.50 each would achieve this goal

  13. Equipment Resources • Equipment required for production and service: • Freezer • Refrigerators • Convection oven • Steamer • Sheet pans • Can opener • Hot holding steam table • Serving spoons, tongs

  14. Food Resources • Food not already in stock ordered from US Foods, Sysco, Petro’s Bakery • Food ordered: • 2 cases all-beef hot dogs • 1 case frozen French fries • 1 case single-serve relish • 6 packages hot dog buns

  15. Financial Resources • Variable Cost • Labor: 3.25 total hours of production/service x $14/hour for 1 employee = $45.50 • Labor Per Unit: $45.50/42 units = $1.08 • Raw Food Cost for Hot Dog Meal Special: • Hot Dogs = $27.10 per case/80 hot dogs per case = $0.34 each x 2 = $0.68 • Hot Dog Buns = $4.23 per pack/16 buns per pack = $0.26 each x 2 = $0.53 • All Hot Dog Condiments, total = $0.28 • Old Bay Fries = $0.42 per serving, per recipe costing • 16 oz soda = $0.20 • Total Raw Food Cost per recipe = $0.68 + $0.53 + $0.28 + $0.42 + $0.20 = $2.11 • Total Raw Food Cost for day = $2.11 x 42 units sold = $88.62 • Total Variable Costs for event day= $45.50 + $2.11 = $3.19 • Fixed Cost • Merchandising (decorations/raffle prizes): $49.32 • Insurance: $15 per month/31 days = $0.48 insurance per day • Total Fixed Costs for event day = $49.80

  16. Breakeven Analysis • Sales • Sales Price Per Unit: $4.50 • Units Sold: 42 • Total Variable Costs: $3.19 • Fixed Costs: $49.80 • Breakeven Point: • Fixed costs/(Sale Price – Variable Costs) • = 38.01 units • Must sell 38 hot dog meal specials to neither make profit nor incur loss

  17. Evaluation • 42 Hot Dog Meal Deals sold • 1st Objective Met • $1,463.55 in total sales • 5.6% increase over past 3 non-payday Wednesday sales • 2nd Objective Met • Customers indicated they liked the décor and raffle • Spoke to multiple customers who said they enjoyed the hot dog offerings and other themed menu items

  18. Evaluation, Continued Breakeven point of 38 was exceeded, 42 meals sold This allows for a profit as a result of the theme day event Themed menus and events at Anthony’s Broad Street Bistro may present opportunities to turn a profit and increase customer satisfaction Continued demonstration of fresh, creative meals at an affordable price to its customers Meeting and exceeding customer expectations

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