Académique Documents
Professionnel Documents
Culture Documents
March 2018
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CALL
rescheduled
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CALL
KROGER WORK ON
Success FINANCIAL
PLAN
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MEET IN WORK ON
LINDNER FINANCIAL
PLAN
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INDIVIDUAL
PARTS
COMPLETED-
COMPLETE
CONCLUSION
April 2018
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PAPER DUE
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Team Assignments:
Project Idea:
Delivery Service- another plan called: Unlimited plus (one meal and one snack)
Meals that don’t get picked up go to zero hunger zero waste
UC students drive delivery cars (job through Kroger)
If the meals have not been picked up within 10-15 minutes after the scheduled time a fine will be issued (figure out how
much fine will be)
How do students order: through Kroger’s website
Jason
Donation program
Freestore foodbank
Home delivery testing small scale --looking at it
Opick up at store
Meal solutions, chef prepared meal $12-20 --pre measured
No chef prep frozen meals
Blue apron but pick up bc usually gets shipped to you.
PAPER BELOW
Executive Summary- Tony and Austin
KrogerToGo is a service offered to UC students which allow them to order pre-made meals from Kroger in addition
to their meal plan. These pre-made meals are a healthy alternative to the food provided at the dining halls on campus.
Students have the option of getting the meals for breakfast, lunch or dinner. Additionally, they have the option of picking
it up at Kroger or having it delivered to their dorm or living arrangements. KrogerToGo provides alternatives to those who
have dietary needs, are vegan or vegetarian or who want to optimize their assortment of meals. This service also provides
UC students with jobs such as delivery. Also, KrogerToGo is beneficial to the community because if a student does not pick
up his or her meal, the meals will be given to the ZeroHunger, ZeroWaste program sposored by Kroger which gives meals
to those in need in the local Cincinnati area. These people that are in need will get these meals at a shelter or any place
that they could pass them out. If the student does not pick up the food after 10-15 minutes a $3 fine will be added onto the
meal and the student that is delivering the food is able to go back and start to deliver again. The way that students can
have this food service option is when signing up for a meal plan they select the option of the unlimited meal plan plus the
KrogerToGo. With choosing this option, students are able to receive the KrogerToGo food service along with being able to
have the unlimited meal plan and still go to the dining halls on campus and eat the food there.
Overview
At the University of Cincinnati, there are about six places in which students can use their meal plan to get food. According to
current UC students, the food courts available follow the stereotype of most colleges’ cafeterias by their offering of distasteful meals,
greasy food, and the same options over and over again. Luckily, Kroger 2 Go offers an appetizing, healthy alternative. Kroger 2 Go is
an addition to the Unlimited Meal Plan offered by UC; additionally, it will be working as another food service, by using fresh food
and meals sponsored and prepared by Kroger and their employees. There will be a certain amount of meals and products provided,
what customers will be able to obtain Kroger 2 Go services and specific pick up instructions and locations.
Our goal is to promote the our new service,, Kroger to Go, so that the students who are required to have a meal plan have a
healthier option than the unappealing food at center court. To test the market and see if the students would like our idea, we created a
survey with regards to creating another food option from Kroger. Everybody who took the survey said that they would much rather get
food made by Kroger than what is served at center court. For those who didn’t receive the survey, we would create pamphlets,
One unique goal of Kroger 2 Go is to provide their students with healthier options, not just basic “food court” meals. Kroger 2
Go is an alternative option UC students have to obtain a nutritious and fresh meal throughout their tough week. Kroger 2 Go will
provide UC students with many products. This food service offers full breakfast, lunch, snacks and dinner meal options. Additionally,
Kroger 2 Go offers vegan options throughout the day to make sure they appeal to their whole market. This food service has three
different meals a day; each meal obtains three categories with three or four choices. These meals have time limits throughout the day;
for instance, breakfast runs from 6 AM-10:30 AM, lunch runs from 11 AM-2 PM, snacks run from 2:30 PM-3:30 PM, and dinner runs
from 4 PM-7 PM. Excluding snack, each meal offers a main dish, side dish, and fruit or vegetable dishes. Furthermore, the vegan
meals have four different options you can choose from for each course of the day. Not only does Kroger 2 Go provide meal options
throughout the day, they also provide delivery service for the students who might be in a rush or have no form of transportation.
Kroger 2 Go has a specific customer base. Only students who have the unlimited meal plan offered by the university and able
to obtain these services. Kroger 2 Go is an addition to this certain meal plan and is very accessible to the students who use this option.
Kroger 2 Go operates in a very specific way that works best with students and the company. Kroger employees will be
preparing these meals throughout the day and the students will be providing the delivery to the customers. With the prepared meals,
students will only have 24 hours to be able to pick it up themselves or have it delivered to their dorms or a fine will be issued.
Continuing on the student delivery, Kroger will hire students to sign up for delivery positions and times that work well with the meal
times offered. This is to insure the students have fresh meals and to not waste the food Kroger is providing for them.
A great aspect of Kroger 2 Go is its availability to students. This service will be based out of the Clifton Kroger on the
University of Cincinnati’s West Campus. With this Kroger being directly across the street from the University, it will be extremely
convenient for UC students to take full advantage of everything this service has to offer. Since the majority of residents do not have a
car on campus, it is often difficult to make it to a grocery store and purchase healthy food options. With the Clifton Kroger only being
a minute off campus, this service works with students’ situations and is extremely accessible.
The time of unpleasant, displeasing, and unsatisfying dining hall meals is over, and the time for Kroger 2 Go is now. This
unique and appetizing service is everything a student could ask for in a meal plan. According to a recent survey, 70% of students that
were asked felt that the food served in dining halls is “not reliable”, “not worth the money”, and “way too expensive for the quality of
food you receive”. With the Kroger 2 Go service, all students can have access to locally, fresh prepared meals that offer a variety of
The Core Values we possess are health, efficiency, dependability, and integrity.
Meet next week!!!
Justin Smith, Bryan Rump
Catalin Macarie
Project Innovation
7 March 2018
Management Plan
Cincinnati students called “Kroger 2 Go”. We have came up with a solution that will provide a more healthy and more appetizing
food solution compared to University of Cincinnati’s dining halls. In the survey we conducted, we found that a majority of students
were not satisfied with the dining halls and the food options that they provide. Students said they didn’t feel that the food in the
University of Cincinnati’s dining halls was fresh or nutritious. Our project innovation team came up with the idea to provide a meal
plan through a partnership between Kroger and the University of Cincinnati. From the partnership students will be able to get higher
quality meal options and healthier options compared to the dining hall options at the University of Cincinnati.
Through this partnership with Kroger, we will provide students breakfast, lunch, snacks, and dinners. Breakfast will be given
from 6:00 AM to 10:30 AM, lunch will be given from 11:00 AM to 2:00 PM, and dinner will be given from 4:00 PM to 7:00 PM. We
will also be providing a snack option for the students between lunch and dinner from 2:30 PM to 3:30 PM. Students will be able to
choose one item between four to five main course options for the breakfast, lunch and dinner times. Due to many health restrictions
these days, we have decided to also provide multiple vegan options for breakfast, lunch, and dinner for those with dietary restrictions.
Finally, we have a deli sandwich option for lunch. This allows students to pick from different meats, cheeses, and vegetable toppings.
This is a great option available everyday for those who tend to be pickier eaters. Everyday we offer multiple options for every meal
that allows everyone, even those with dietary restrictions, to be able to find something they like.
Not only can students pick from different food options, they also have the choice regarding delivery. The other service that
will go along with the food plan is the option for your meals to be delivered to you. Students will be able to choose to pick up their
meal from their nearest Kroger or they can choose to get their meal delivered to their dorm, apartment or house for an extra charge.
We will have the University of Cincinnati students run this delivery service. This will create jobs for college students, who are
constantly broke and in search of jobs. This delivery service will be beneficial when students are sick or the weather outside is ugly
and they do not want to walk to Kroger to pick up their food. But, it is also beneficial to other students because they will be running it
and being paid. This will essentially allow students to have more money to spend and benefit other businesses in the Clifton area. Not
only will students benefit from this delivery service, so will other businesses in the Clifton area.
To insure that students pick up their food on time, we have decided to charge students a fee if they fail to pick up their food
within 24 hours. Some students like to procrastinate in college and might not make this a top priority to pick up their food. In order to
insure that students are picking up their food in a reasonable amount of time, we have decided to implement a fee. This fee will only
be charged if students do not pick up their food in less than a day. This will help to insure we do not have extra food laying around
fruits of vegetables with every meal. For lunch and breakfast, students have the choice of multiple different fruits. At dinner, students
have the option to choose between four vegetables. This will allow students to eat the recommended amount of fruits and vegetables
everyday. Due to the fact that most students felt dining halls do not provide nutritious food, we made sure to provide either fruits or
Industry Analysis:
Competitive Scenario:
1. Barriers to Entry
- Geographical Factors
- Time and Cost of Entry
- resistance
2. Supplier Power
- Brand reputation
- geographical Coverage
- Relationship with customers
3. Threat of Substitutes
- Many Substitutes
- High Segmentation
- High Localization
4. Buyer Power
- Cost of changing
- Size of Each Order
- Buyers choice
5. Competitive Rivalry
- Number of competitors
- Quality difference
- Cost difference
Social Factor:
Since we are partnering with Kroger to provide students with food other than the campus food courts other supermarket
chains are going to be our biggest competitor. Walmart, Meijer, Target, Costco, and possibly Sam’s club is what comes to
mind to competition Kroger has. Kroger has a unique advantage being so close to campus. It would make it easier for us to
provide our service with Kroger rather than the other supermarkets because of the close location Kroger has to campus. It
would be more difficult for other stores to duplicate our service without having a location right next to a college. Walmart’s
revenue for the year 2016 was 485.9 billion. (biggest supermarket chain). Meijer’s 2016 revenue was 16.6 billion, Target’s
revenue in 2016 was 65.9 billion, and Costco’s 2016 revenue was 129 billion. Kroger’s revenue in that year was 115.3
billion. Walmart would be our biggest competitor out of all the supermarket chains simply because they are the largest and
make the most money. Other competition we could face is any type of food delivery business. Students could easily order a
pizza everyday rather than join our program and get the food delivered by Kroger. Just about anything you want to eat can
be delivered to your doorstep by UberEATS, Grubhub, or any other food delivery service. Grubhub had $3 billion in gross
food sales in 2016 and turned a $49.6 million profit. Uber declined to reveal Ubereats revenue but said as of July 2017,
Ubereats was profitable in only 27 of the 108 cities where it was operating in. The food delivery services industry is
growing fast. Investment firm Cowen is forecasting a massive 79 percent surge in the total U.S. food home delivery market
over the next five years. "All in, we forecast delivery to grow from $43 billion in 2017 to $76 billion in 2022, 12% annually
over the next five years," said Cowen chief analyst Andrew Charles. Online delivery usage was not just booming for
millennials, but also for the 35-44 age group. The future of this industry looks very promising with almost all food delivery
services expecting a sufficient rise in revenue over the next five years. For the fourth consecutive year, the University of
Cincinnati opened its academic year with record enrollment, this time reaching 44,338 students. It seems that the
population on campus is just going to keep rising and with more students means more opportunity to attract these new
Industry Analysis
What I first did in industry analysis is look at the top 50 colleges with the best food in the U.S. and not to my
surprise the University of Cincinnati was not on that list. Multiple universities had perfected the way they do their
meal plan and serve students. Some had apps, others had make your own meal stations, and the best college had an
in house meat shop supplied with local, grass fed beef and the fruits and vegetables were grown from an on campus
garden. UC’s food feels and tastes like the most processed food that could be supplied to students, with set meals
every day that can be strange and not appetizing. There aren’t any colleges that partner with supermarkets and do
delivery, so UC could be one of the first, and their retainment rates with the meal plan could go up. With delivery
on its own, Walmart, Amazon, Meijer, and Kroger have already set up systems where people shop online or on an
app, then the food is delivered straight to their house with the same day. This could potentially make people ditch
the meal plan and just order their own groceries, that way they don’t have set meals they have to order, they can
make their own food, and they don’t have to pay the high fees for the meal plan. This would be a good way for
Kroger to partner up with UC, because people on the meal plan that order the delivery will just order Kroger and
will see how fresh the food is and want to keep using the delivery system of set meals. This also makes it easier
for students to get healthier food at their door, because students will not have to walk to food courts every meal.
Eventually the delivery will be a popular system because people will enjoy the food much better than the food
courts and people might just stay on just for the delivery.
Script
Have you ever had an absolutely repulsive meal at a restaurant? Like a soggy burger? Or maybe some
undercooked fries? Well for us first year students and many other undergrads who have a meal plan, this
is the type of food we deal with every day. We came up with a better solution to help University of
Cincinnati students have a healthier and more edible choice of food. The name of our service is Kroger to
Go. We are able to provide students with freshly cooked meals for breakfast, lunch, or dinner during the
weekdays. Kroger to Go uses fresh ingredients for the best quality meals and offers a wide variety of
choices. This will be an additional charge on top of your unlimited meal plan. We have breakfast specials
like waffles, pancakes and even gourmet bagels. Some of our lunch options include, deli sandwiches,
soups of the day, and various meat tacos. For dinner we have spaghetti, rotisserie chicken, and grilled
herb chicken and rice. We even have vegan options all day. Some of our vegan dishes are avocado toast,
quinoa, and pesto pasta. You can order these meals online and one of our staff members will personally
deliver it to your dorm. Our plan with this service is to help provide healthy alternative meals while
keeping the original meal plans in place. This is a great plan for first year students who are seeking to eat
healthier while still having the convenience of center court.
E-Pitch Competition
Nick → 5-5:45pm
Tony → 5-5:45pm
Claire → 7-9
Ellie → 6-9 pm
Hannah → 6-7 pm
Brittany → 6-7 pm
Emily → 8-9p bbm
John → 8-9pm
Bradley → 7-8 pm
Justin → 7-8
Bryan → 7-8
Neil→ 7-8
Aaron → 8-9
Austin → 6-7 pm
Alyssa
Lily