MANAGEMENT BUSINESS PLAN

ARAMARK DIETETIC INTERNSHIP

CHRISTUS ST. PATRICKS HOSPITAL
MELISSA TOVAREZ
4/12/15

PURPOSE OF BUSINESS PLAN

To provide the intern the opportunity to develop a plan that implements a retail

menu item
To explore the company and its services provided
To conduct market analysis, marketing strategy, and financial planning

To explore resources required for successful implementation

MISSION STATEMENTS

Extending the healing ministry of Jesus Christ

CHRISTUS St. Patricks Hospital

To deliver experiences that enrich and nourish lives

Aramark

BUSINESS OBJECTIVES

1. Increase the total net sales between 11am and 1:30pm by 3% compared to sales from

the previous Wednesday between 11am and 1:30pm from $1,591.19 to $1,638.93.
2. Increase the total check average between 11am and 1:30pm by 3% compared to sales

from the previous Wednesday between 11am and 1:30pm from $5.22 to $5.38.

COMPANY SUMMARY
About Aramark
Leading service for food, facilities management, and uniforms for healthcare institutions, universities, school

districts, stadiums, and businesses in 22 countries around the world

FORTUNE Magazines Worlds Most Admired Companies since 1998 and Worlds Most Ethical Companies in

2015

Services provided by Aramark

Retail, catering, patient tray services

Partnered with CHRISTUS St. Patrick

4 years
CHRISTUS St. Patrick pays management fee to Aramark every month
CHRISTUS St. Patrick receives generated revenue

MARKET

MARKET ANALYSIS
Downtown Lake Charles
Over 50 food service establishments within a five mile radius from

hospital

Price ranges vary

Popular types of foods include Lousiana-French cuisine, Cajun,

Creole, and seafood

CHRISTUS St. Patrick Retail Operation

Only one foodservice establishment located in the hospital
Employees get a 20% discount
Save time, gas, money

MARKET ANALYSIS CONT

Low Calorie Meals Trend
71% adults state they are trying to eat healthier at restaurants- National Restaurant Association
80% customers state they are interested in low calorie meals- customer survey
Nearby restaurants have low calorie options on menus
Restaurant

Meal

Calories

Wendys

Ultimate Chicken Grill Sandwich, mandarin

orange cup, medium iced tea

480

Subway

6 inch Double Roast Beef Sub,Veggie Delite

455
Salad, fat free Italian dressing, medium iced tea

Burger King

Wopper Jr., garden salad, 10oz Minute Maid

orange juice

455

SWOT Analysis
Positive

Negative

External Factors

Strengths

Pricing with employee discount is lower than competitors

Only foodservice inside hospital
Mission statement promotes trust from customers
Staff members are friendly
Variety
Located on the first floor of the hospital, quick access
Easy payment system (credit/debit cards accepted, cost can
be deducted from payroll)
Two seating areas, plenty of space
Many customers come back frequently
Take out boxes are an option
Foods are prepared safely, cross contamination is avoid
Large kitchen houses variety of cooking equipment

Weaknesses

Internal Factors

Opportunities

Feedback from customers on desired dishes

Innovative dishes
New marketing strategies
New customers
Competitor weakness- lack of variety of dishes

Many competitors within 5 miles from hospital

Patient trays have same menu every week
Low on staff at times, longer wait times
Atmosphere no music, limited decorations
Run out of ingredients/foods at times
Visitors bring food from home for patients

Threats

Financial resources may become limited

Raw food prices increase
Changes in Economy
Disaster weather
Competitors serve food at lower cost
Customers may not want new dishes
New foodservice establishments nearby
Customers bringing meals from home
Customers eating at home (breakfast before work, go home for lunch)

MARKET SEGMENTATION
Customer Type
Survey of Customers in Retail Operation
50% of customers between 36-55 years old

employee/student/vol
unteer

43%

57%

66% Caucasian, 28% African American

visitor

71% Female
74% customers live within 20 miles

Age Ranges of Customers

57% employees

Most common occupation: Nurses or Technicians

Median household income for Lake Charles: $35,

981

80% interested in low calorie meals

20
15
10
5
0
<18

18-35

36-55

>55

prefer not to
answer

TARGET MARKET
Female
36-55 years old
Lives within 20 miles from hospital
Hospital employee
Nurse or technician

MARKETING STRATEGY

MARKETING PLAN- PRODUCT

Grilled chicken ciabatta sandwich
Hummus, spinach, marinated tomatoes

Chips:
Lays Oven Baked Original Potato Crisps,

Lays Oven Baked Barbeque Flavored Potato

Crisps

Zero calorie bottled beverage:

Diet Lipton Citrus Green Tea, Diet Sierra

Mist, Diet Pepsi, Aquafina, Diet Pepsi Max

MARKETING PLAN-PRICE
$7.17 for sandwich, chips, and drink
33% food cost
With employee discount: $5.74 plus tax
Lower price compared to competitors meal combos

MARKING PLAN-PLACE
1st floor of hospital
Near front entrance

Signs point toward direction of

cafeteria
Sandwiches, chips, drinks were

placed in middle of service area

MARKETING PLAN- PROMOTION

Flyers
Offices
Nursing stations
Cafeteria patrons

Email
All employees

Word of mouth

SALES FORECAST
Increase net sales and check average by 3%
24 meals made

If all 24 meals sold, would make $151.44-$189.36

depending on number of employee discounts

Spring break week

Traffic expected to decrease

RESOURCES

EQUIPMENT
Butter knife
Mixing bowl
Whisk
Measuring spoons
Knife
Cutting board
Spoodles
Convection oven
Grill
2 coolers
Ice machine
Cooling unit
2 Plates

FOOD
Ingredients for 1 sandwich
1 T hummus
1 ciabatta bun
4 oz spoodle chicken

2oz spoodle tomatoes

3 oz spoodle spinach
4 grinds pepper

Vendors
Sysco
Flowers Foods
Albertsons

Self service

FINANCIAL
Start up budget was a part of the operations budget
Sales forecast for all 24 meals: $189.36
Labor hours: 2
Production
Set up
Self serve- no labor required

Marketing Materials
Printer paper
Color ink

Breakeven Analysis
Sales
Sales price per meal

$7.17

Number of meals sold

24

Breakeven point: when profit

equals cost

Variable Cost (VC)

Labor per unit

$0.83

= FC/(Sales- VC)

(2 hours, $10/hr, 24 units sold)

Raw food cost

$2.38

Total:

$3.21

= $8.50/($7.17-$3.21)
= 2.1 units sold to break even

Fixed Cost (FC)

Marketing

$2.00

Insurance

$6.00

EVALUATION

Net sales

Wednesday, April
1, 2015 11-1:30pm

Wednesday, April
8, 2015 11-1:30pm

Goal

Result

$1,591.19

$1,515.31

3% increase

5% decrease
Goal not achieved

Check average

$5.22

$5.15

3% increase

1% decrease
Goal not achieved

EVALUATION CONT
Factors
Spring break
Traffic decreased by 4%

Number of units made

24 meal combos sold out in 1.5 hours
Opportunity to increase sales by increasing # of units produced

EVALUATION CONT

Conclusion
High interest in low calorie, low cost meals
Opportunity to sell more low calorie meals
Potential to increase net sales and check average

RESOURCES
CHRISTUS St. Patrick Hospital. Mission Statement Web site. http://www.christusstpatrick.org/MissionStatement.

Accessed April 1, 2015.

Aramark. About Aramark Web site. http://www.aramark.com/AboutAramark/. Accessed April 1, 2015.

National Restaurant Association. National Restaurant Association Web Site. http://www.restaurant.org/Industry-

Impact/Food-Healthy-Living/Trending-Healthy-%281%29. Accessed April 1, 2015.

Fitbie. Healthy Fast Food Web site. http://www.fitbie.com/eat-right/tips/14-best-fast-food-meals-under-500-

calories/tip/13. Accessed April 1, 2015.

United States Census Bureau. State and County QuickFacts Web site.

http://quickfacts.census.gov/qfd/states/22/2241155.html. Accessed April 1, 2015.

QUESTIONS?