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Four seasons

caf march
promotion:

Avocado
Fire-Roasted
Jalapeno
Turkey Burger
Management Business Plan
Maple Grove Hospital
ARAMARK Dietetic Internship
PURPOSE - March Promotion Event
Provide consumers with healthy food choice
Increase check average
Increase traffic
Drive Revenue
MISSION STATEMENT - ARAMARK
To deliver experiences that enrich and
nourish lives
Focuses on the growth for their consumers
and clients with a combination of
innovation and services to accelerate
growth
Pursues excellence across selling, service,
execution, operations, and marketing
Objectives
To sell at least 30 Avocado Turkey Burgers
on March 24, 2014

To increase Monday customer traffic by
0.5% on march 24, 2014

To increase average check by at least
$0.03 per check on March 24, 2014
COMPANY SUMMARY
Maple Grove Hospital
Opened up in 2009 continues to grow
New patient floor added in 2013
Nations 100 Top Hospital by Truven Health
Analytics

COMPANY SUMMARY
ARAMARK
Worlds Most Admired Companies
Fortune magazine
Provides services in different areas:
catering, retail, patient line, call center,
and the receiving dock
Profit and Lost Contract Aramark
responsible for all expenses and revenues
Marketing - Competitors
Chipotle Mexican Grill - $6.50 - $7.00
McDonalds - $1.00 - $4.50
Culvers - $ 2.40 = $6.00
Subway - $2.50 - $6.00
Chanticlear Pizza - $6.00 $9.00;
$15.00 (whole pizza)
Four Seasons Caf: $4.49 - $6.00
Marketing - Competitors
Four Seasons Caf
Variety
Distance (convenient)
Competitors
Cost
Portion size
Marketing - Competitors
Positive Negative
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Strengths
Great customer satisfaction
Guaranteed quality food
Variety of food choice
5 week cycle of specialty entrees and soups
Walking distance within the hospital
The only caf in the entire building
Relaxed dining environment with the view
of the garden
Dine in-door or out-door
Food items are made fresh with the wait
time thats equivalent to fast food
restaurants
Menu can be easily found on the hospitals
website
Weaknesses
Presents limited advertisement due to
hospitals policy
Not as cost effective as other competitors
Not everyone likes the daily specialty entrees
Sometimes food get sold out
Census fluctuates based on patient census
Currently short in cooks (over worked staffs)
Salad bar looks half empty by the end of
lunch
Nutrition information that has not been
updated for a while
Offers smaller portion sizes compared to the
competitors.
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Opportunities
Research on target customers likes and
dislikes
Implement more marketing tools
Look for ways to improve overall
presentation towards the end of lunch time.
Hire adequate staff to increase staffs
satisfaction
Change price signs from $5.00 to $4.99 to
increase sales
Threats
Weather conditions
Holiday seasons
Competitors (price, portion size)
Staffs taking PTOs, sick leave, maternity
leave, etc
Staffs having conflict working with another
staff.
Difficult to decrease selling price because of
budget
At times difficult to use leftover unused
ingredients

Marketing - Target Market
Maple Grove Hospital Staff
North Clinic Staff
Visitors
People who work nearby
Marketing The 4 Ps
Product: Burger with bottled beverage
Place: Grill Bar
Price: $5.42
Promotion: Posters at point of sale and
welcome desk; intranet; Caloric info
available at point of sale



Featuring
Avocado
Fire-Roasted Jalapeo
Turkey Burger served
with a 16 oz Pop

$5.42

Add French Fries $1.29
Total Calories: 440 kcal
Total Fat: 21g
Total Sodium: 650 mg



Tax be added at the register
Nutritional information isan approximate value & listed asa guide

Marketing Sales forecast
Average turkey burger sales: 20-25
Aim for 30 due to marketing strategies
implemented and only one specialty
meal would be served on March 24
th
Increase turkey burger sales may lead to
increased average check ($0.03 per
check)
Increase customer traffic through
advertisement (0.5%)
Resource Review Employee Resource
Production supervisor Gretchen Marcott
Netmenu and E-ceipe
Retail Manager Amy Halverson
Purchasing supervisor Josh Turner
Communications Coordinator Danielle
Johnson
Cook Sylvio
Dietetic Intern Renee Fung

Resource Review
Equipment & Food Resource
Refrigerator
Tongs
Grill/ flat-top griddle
Stove
Cutting board and knives
Sysco (Jalapenos, patty, lettuce, tomato,
avocado, mayonnaise, and nonfat yogurt
Local vendor (bakery)
Resource Review Financial Resource
Sales
Sales price per meal $5.42
Number of meals sold 45
Variable Costs
Raw food cost $1.50
Labor per unit $0.38
Fixed Cost
Equipment/ supply $5.0
25% Food Cost


Breakeven Analysis


Breakeven: FC(SP-VC)
5.00(5.42-1.88) = $1.41
Evaluation
To sell at least 30 Avocado Turkey Burgers
on March 24, 2014 - MET

To increase Monday customer traffic by
0.5% on march 24, 2014 NOT MET

To increase average check by at least
$0.03 on March 24, 2014 NOT MET


Avocado
Turkey
Burger
Turkey with
Pineapple BBQ
Garden
Avocado Veggie Burger
Date 3/24 3/17 2/24 2/3 3/12 2/19 1/29 3/3 2/10 1/24
Total Meal
sold 45 20 11 19 16 26 28 19 11 31
Total
transactions 467 470 522 478 491 502 454 519 500 498
Average
Monday
transactions 467 498
Revenue 2342 2455 2690 2485 2560 2545 2305 2602 2716 2496
Percentage of
total meal sold 10% 4% 2% 4% 3% 5% 6% 4% 2% 6%
Average
Check 5.01 5.22 5.15 5.20 5.21 5.07 5.08 5.01 5.43 5.01
Average
revenue per
transaction
5.01 5.15
Evaluation Possible reasons for not
meeting objectives
Spring Break
Close to pay day

REFERENCE

Aramark Healthcare;
http://www.aramark.com/AboutARAMARK/BusinessPurpose/;
accessed February 26
th
2014.


Maple Grove Hospital Web site.
http://www.maplegrovehospital.org/stuff/contentmg
r/files/1/7b260fbe1970a069f50849a897b85234/files/100_top_hospitals
_web_link_info.pdf .Accessed March 15
th
2014.


Aramark Healthcare Web site.
https://www.aramark.net/corporate/home/topic.aspx?id=4842 .
Accessed March 15
th
2014.

Aramark E-recipe Website.
https://mtoolkit.aramark.net/mtoolkit/fpslh/fpsmain_tab.shtml.
Accessed March 15
th
2014.
Questions?