Jess Ansello ARAMARK Dietetic Intern October 8, 2013 October Promotion

Statement of Purpose
Develop

a business/marketing plan to promote the ARAMARK October promotion Included should be the market analysis, target audience, marketing strategy, promotional event, resources (food, equipment, labor) financial data, evaluation

Mission Statement

"We are a professional services organization dedicated to excellence. We develop and sustain our leadership position by engaging and supporting our most valuable and differentiated asset; the competence, commitment and creativity of our people. 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.

Mission Statement
Lawrence

General Hospital is committed to identifying and serving the health care needs of the community with compassion, integrity and ever-improving quality. Lawrence General Hospital promotes and encourages good citizenship. We strive to be leaders in the resolution of issues related to community health. Based on 4 pillars Quality, Integrity, Compassion & Service

Business Objectives & Goals

To increase the total daily caf sales by 4% compared to the previous Tuesdays sales To increase the total caf traffic/number of customers by 5% compared to the previous Tuesdays numbers To increase individual check average by 5 cents compared to last Tuesdays check average

Lawrence General Hospital

Location: Essex County/ Merrimack River Newly renovated Community hospital ____ acute hospital beds ____hospital employees Hospital Hours ARMARK contracted

Supplies retail, catering, patient services/room service, environmental services

SWOT Analysis
Strengths

Weaknesses

Convenient Great location in the hospital lobby Low prices Variety Breakfast served all day Caf has choices that are similar to sandwich promotion Exposure to a large population Employees can scan cards and deduct directly from payroll

Options are for individual serving vs. group Not lots of marketing outside hospital parameters Parking is confusing to outsiders Not clumped with other restaurants Promotional event is mid week Not the only onsite dining area Promotion does not focus on largest population of the area, Hispanic

SWOT Analysis
Opportunity

Threat

Diversity of products Some nutritionally sound individuals in hospital environment Intriguing catch line through promoting Caf opened until 8pm Can make it a combo

New England weather Change in eating habits due to seasonal changes Neophobics Seating is minimal Lots of competition and variety close Construction makes location challenging

Marketing Analysis
Competitors

Blue House Family Pizza, Tripoli Pizza bakery, Paisanos Pizzeria, Harrisons Roast Beef,

Salem NH Lawrence, MA Lawrence, MA North Andover, MA Golden Chopsticks Lawrence, MA Other: grocery stores, bodegas, fast food

Merrimack Cafe
Popular

items
$1.99-$2.99 $3.29-$4.79 $1.79 $2.99-$3.49 $1.29 $4.79 $4.29 $2.99-$4.59 $2.29-$2.99 $1.29

Breakfast sandwiches Panini Grilled cheese Burgers French fries Chicken Caesar wrap Small pizza Salad Soups Starbucks hot tall coffee

Blue House Family Pizza

Popular

items
$6.75 and up $6.75 and up $8.20 and up $9.75 and up $5.70-$9.75 $3.75

Pizza Calzones Specialty pizzas Quesadillas Salads Small French fries

Tripoli Pizza Bakery

Popular

items
$11.90 $29.75
$1.75 0.85-$1.50 $2.75-$3.75

Pizza (8 slice) Pizza tray Desserts/Bakery

Whoopee

pie Large cookies Dessert Pizzas

Paisanos Pizzeria
Popular

items
$6.99 and up $5.99-$9.99 $8.99 and up $6.49 $2.49 $7.99 and up $3.49 and up $1.99 and up

Pizza Salads Calzones Chicken Caesar wraps French fries Wings Canolis Beer/Domestic

Harrisons Roast Beef

Popular

items
$4.79 and up $2.65 and up $ 3.80 $0.99 and up

Roast beef sandwich French fries Salad Iced coffee

Golden Chopsticks

Popular

items
$5.25 $4.25 $5.25 $6.95 $8.95 $8.95

Pot stickers Deep fried chicken wings Wanton soup BBQ Pork fried rice General Tsos Chicken Orange chicken

Comparable items
$12.00 $10.00 $8.00 $6.00 $4.00 $2.00 $0.00

Pizza
French fries Salad

Market Segmentation
Total

population: 77,326 (2010 U.S. Census)

48% males, 52% females 6% population growth since 2000

Market Segmentation
Average

income: $30,705 Median age: 30.5 years Languages spoken at home

25% English 67% Spanish

Market Segmentation
Population by Race
White Black Hispanic Asian Native American 2 or more races

Target Market
Hospital

employees

Administrative & Clinical staff

Visitors Occasional

patients Multiple races of customers

Marketing Strategy
October

Promotion

PRODUCT

Middle Eastern Veggie Sandwich with Hummus and Feta Sriracha Turkey Burkger topped with Cilantro Slaw

PRICE

COMBO SPECIAL! $4.49 for Veggie Sandwich with 20 oz drink $4.99 for Burger special with 20 oz drink

PLACE

Modern atmosphere Caf style Specialty coffees, soups & salads

PROMOTION

Marketed through Posters in caf Flyers on table Newsletters about fall foods Email Blast Word of mouth Floor leadership promoting Sales phrases

Resources needed
LABOR
FOOD EQUIPMENT

PRODUCTION & RETAIL LABOR RESOURCES

EXECUTIVE

CHEF A.M. COOK P.M. COOK OPENING BARISTA OPENING CASHIER CLOSING BARISTA CLOSING CASHIER PROMOTER/PREP ASSISTANT

FOOD RESOURCES

Recipe Name: Burger, Turkey, Cilantro Slaw, Sriracha, 5.3ozw

Recipe number: M19788 Number of servings: 24 Cost/serving: $1.06 Cost/batch $25.46

Recipe Name: Ciabatta, Hummus, Feta, Cucumber, Olive, Spinach Recipe Number: M19620 Number of servings: 24 Cost/serving: $1.05 Cost/batch: $25.18

FOOD INGREDIENTS
TURKEY BURGER #M19792-DRESSING, SRIRACHA (NONFAT YOGURT) 1 1/2 cup #M5767-COLESLAW, CILANTRO DRESSING 1 qt + 2 cup TURKEY GROUND PATTY WHITE MEAT 5.33 OZ FZ 24 each BREAD ROLL HAMBURGER 4" SESAME SLICED 2.2 OZ FZ 24 each - THAWED VEGETABLE FRESH LETTUCE LEAF GREEN - WHOLE 12 ozw LEAVES, 1/2 OZW VEGETABLE FRESH ONION YELLOW JUMBO - TRIMMED, 6 ozw DICED - 1/8"

FOOD INGREDIENTS
COLESLAW, CILANTRO DRESSING VEGETABLE FRESH CABBAGE GREEN - SHREDDED 1 lb + 8 ozw VEGETABLE FRESH ONION GREEN SCALLION TRIMMED, 2 ozw SLICED - 1/8" JUICE BULK LEMON PASTEURIZED REFRIGERATED 1/4 cup + 2 tbl HERB FRESH CILANTRO - LEAVES 1 1/4 ozw VEGETABLE FRESH GARLIC WHOLE CLOVES AP PEELED - 1/4 ozw MINCED SPICE PEPPER BLACK GROUND 1/4 tsp SALT KOSHER 1/4 tsp OIL VEGETABLE 1/2 cup

FOOD INGREDIENTS
Dressing, Sriracha YOGURT BULK PLAIN NONFAT 8 3/4 ozw MAYONNAISE BULK REDUCED CALORIE 1 1/2 ozw MILK BULK SKIM 1 tbl + 1 1/2 tsp SAUCE SRIRACHA 1 tbl + 1 1/2 tsp JUICE BULK LEMON PASTEURIZED REFRIGERATED 1 1/8 tsp

FOOD INGREDIENTS
Ciabatta, Hummus, Feta, Cucumber, Olive, Spinach #M1197-SPREAD, GREEN OLIVE 1 1/2 cup BREAD CIABATTA 4" X 4" WG 3.5 OZ SPLIT FZ 24 each HUMMUS FZ - THAWED 1 lb + 8 ozw VEGETABLE FRESH SPINACH BABY 12 ozw VEGETABLE FRESH TOMATO PLUM - CORED, SLICED - 1/4" 1 lb + 8 ozw VEGETABLE FRESH CUCUMBER ENGLISH - SLICED 1/8" 1 lb + 8 ozw CHEESE FETA AP CRUMBLED 12 ozw SPICE PEPPER BLACK WHOLE 1 tbl

FOOD INGREDIENTS
Spread, Green Olive OLIVE MANZANILLA SALAD - DRAINED 5 1/4 ozw VEGETABLE FRESH ONION RED JUMBO - TRIMMED, DICED 3 3/4 ozw - 1/4" OIL VEGETABLE 1/3 cup VINEGAR RED WINE 3 tbl HERB FRESH BASIL - LEAVES 1/4 ozw SPICE CELERY SEED WHOLE 1/4 tsp SPICE PEPPER BLACK GROUND 1/8 tsp

EQUIPMENT RESOURCES

Refrigerator Freezer Grill Toaster Blender/Food processor 2 mixing bowls Slicing knives Appropriate measuring cups Appropriate measuring spoons Cutting boards Spatula Whisk

Sales Forecast

To increase the total daily caf sales by 4% compared to the previous Tuesdays sales Therefore, exceed Tuesday October 1st net sales of $1,870.98 to a net sales of $1,945.82 on Tuesday October 8th. To increase the total caf traffic/number of customers by 5% compared to the previous Tuesdays numbers Therefore, exceed Tuesday October 1st customer count of 519 to a customer count of 545 on Tuesday October 8th.

Sales Forecast

To increase individual check average by 5 cents compared to last Tuesdays check average Therefore, exceed Tuesday October 1st average check of $3.60 to an average check of $3.65 on Tuesday October 8th.

Additional forecast I determined was that the Middle Eastern sandwich would be the most popular sandwich!

Financial Data

Evaluation