Management Business Plan

Columbine Caf
Avocado Fire-Roasted Turkey Burger

Leisa Norman
ARAMARK Dietetic Internship
April 11, 2014
Table of Contents
1.0 Purpose of Business Plan
2.0 Mission Statement
3.0 Business Objectives
4.0 Company Summary
5.0 Market Analysis
6.0 Market Segmentation
7.0 Target Market
8.0 Strategy
9.0 Resource Review
10.0 Financial Data
11.0 Evaluation



1.0 Purpose of Business Plan
The purpose of this business plan was to implement a retail GRO
Promotion marketing concept. The Avocado Fire-Roasted Turkey Burger
was chosen from the March Grill promotions.

The business plan provided an opportunity to develop a business plan based
on exploration of the company, services provided, market analysis,
marketing strategy, financial plan, and resources required for successful
implementation.

The marketing strategy was created to meet the goals and objectives set
prior to implementation. Goals and objectives were determined based the
previous weeks sales of the Grill Promotion.


2.0 Mission Statement
ARAMARK delivers experiences that enrich and nourish peoples lives
through innovative services in food and facilities management.

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.

2.0 Mission Statement- St. Marys
Hospital, Grand Junction

We will, in the spirit of the Sisters of Charity, reveal and foster
Gods healing love by improving the health of the people and
communities we serve, especially those who are poor and
vulnerable.

St. Marys believes that their people are their greatest resource. A
strategic goal is to cultivate an ingenious culture that supports and
empowers individuals through their mission, values, and shared
commitment to a shared vision.


2.0 Mission Statement-Food and
Nutrition Services
The Food and Nutrition Services department at St. Marys is
committed to the provision of quality food service and nutritional
care in an environment that ensures dignity, compassion, and
respect for each patient, customer, and associate. ,

3.0 Business Objectives
Program Goal: Drive Revenue with the Avocado Fire-Roasted
Jalapeno Turkey Burger Gill Promotion

Increase sales of Avocado Fire-Roasted Jalapeno Turkey burger by
10% the week of March 24-30
th
, 2014 compared to the previous week
of March 17-23
rd
, 2014.

Increase grill sales at retail caf location by 10% the week of March
24-30
th
, 2014 compared to the previous week of March 17-30
th
, 2014.

Increase total caf sales by 5% the week of March 24-30
th
, 2014
compared to the previous week of March 17-30
th
, 2014.

3.0 Business Objectives
Program Goal: Drive Revenue with the Avocado Fire-Roasted
Jalapeno Turkey Burger Gill Promotion

Increase menu mix of GRO Promo Avocado Jalapeno Turkey Burger
by 5% the week of March 24-30
th
compared to the previous week of
March 17-23
rd
, 2014.

Increase traffic in retail caf location; Increase the number of
transaction/tickets the week of March 24-30
th
, 2014 compared to
the previous week of March 17-23
rd
, 2014.

Increase traffic at Grill Station; Increase the number of transaction/
tickets from the grill station the week of March 24-30
th
, 2014
compared to the previous week of March 17-23
rd
, 2014.

4.0 Company Summary
St. Marys Hospital is a 300-bed facility and is the Regional Medical
Center for the western slope region of Colorado. The hospital
employs ~2000 staff members.

The Food and Nutrition Services (FNS) Department includes
production services
retail and catering services
patient nutrition services

The Food and Nutrition Services Department is comprised of 65.3
FTEs, 48% of which the staff has been employed for 5 years or
more. Six staff members have 20+ years of service.
5.0 Market Analysis
Competitive Analysis

Menu
Item
Columbine
Caf
Red
Robin
Bostons Burger
King
Competitor
Average
Proposed
Price
Variance
Turkey
Burger
$5.99

$5.49*

$4.80**
$9.49 $8.99 $3.99 $7.49 $5.99 $1.50

$2.00*

$2.69**
* Senior price ** associate price
5.0 Market Analysis
SWOT Analysis- Internal

Strengths
Weaknesses
Environment
Quality
Rotating Menu
Healthy Options
Value
Leadership/Management

Environment
Quality
Rotating Menu
Healthy Options
Value


5.0 Market Analysis

SWOT Analysis-External

Opportunities Threats
Environment
Healthy Options
Economics: Tax refunds
Environment
Low Census
Spring Break
Economics
6.0 Market Segmentation
Much of Columbine Cafs business comes from associates and
volunteers.

The rest of the clientele includes students from the local
university, patients, and patients friends and family.

According to the Mesa County census bureau 82.6% of the
population is white or Caucasian, 13.7% Hispanic, and 0.9%
African American.

The median household income from 2008-2012 was
estimated at $51,000 with 13.4% persons below poverty.

7.0 Target Market
Mesa County Demographics
Population: 158,654

Average age: 37.4

82% Caucasian

13% Hispanic

Average annual income: $52,076

Population below poverty line: 12.4%

8.0 Strategy
Marketing Strategy
Customer Interface Announcement

Global email sent on Monday, March 24
th

Signage: Poster at the entrance of the caf
Posters posted in all break rooms on all units

Samples provided Tuesday, March 25
th
at the entrance of the caf

Health Benefits of ingredients presented at the sample table,
pamphlets provided

Nutritional Analysis: Healthy Highlights handout presented


8.0 Strategy
Marketing Plan
Product: Avocado Fire-Roasted
Jalapeno Turkey Burger- Grill
Promotion

Place: Columbine Caf- Grill
Station

Price: $5.99, senior price $5.49,
associate price $4.80

Promotions: Marketing Strategies

Sales Forecast: determine from
previous week sales (March 17-23
rd
,
2014) of the product



Avocado Jalapeno
Turkey Burger-Grill
Promo
March 17-23, 2014
Total tickets, items
sold
61
Total Grill tickets 1,871
Menu Mix 3.26%
Total Gross Grill
Revenue
$4,249.10
Gross Revenue of item $282.29
Total Caf transactions 6,287
Total Caf Gross Sales
for week
$ 30,874.16
9.0 Resource Review
Equipment:
Refrigerator
Freezer
Grill/flat-top griddle
Hotel pans
Tongs
Spatulas
Serving spoons
Display Signs
Sample Table
Plates, napkins, toothpicks
Handouts





Financial:
Executive Chef
Retail Manager
Production cooks
Cashiers
Free Samples-6 burgers ($9.04 food
cost; $35.94 lost revenue)

Food:
Hamburger buns
Turkey Burger
Avocado
Jalapenos
Fresh tomato
Green Leaf Lettuce
Chipotle Mayo

10.0 Financial Data
Start-up Budget
Food cost- cost per serving $1.508

Free sample food cost $9.048

The budget for this event assumes no other
additional costs other than the normal budget for
Columbine Caf.

10.0 Financial Data
Sales Forecast: Objectives determined based on previous weeks sales: March 17-
23
rd
.

Total tickets, items sold: 61

Total Grill tickets: 1,871

Menu Mix: 3.36%

Total Gross Grill Revenue: $4,249.10

Gross Revenue of item: $282.29

Total Caf transactions: 6,287

Total Caf Gross Sales for week: $ 30,874.16

10.0 Financial Data
Sales Forecast

Objective #1: Increase
sales of Avocado Fire-
Roasted Jalapeno Turkey
burger by 10%
Objective #2: Increase
grill sales at retail caf
location by 10%
Objective #3: Increase
total caf sales by 5%
Sales of the turkey burger
week of March 17-23:
$282.29
10% increase: $310.519
Grill Sales March 17-23:
$4249.10
10% increase: $4674.01
Caf Sales March 17-23:
$30,874.16
5% increase: $32,417.86
10.0 Financial Data
Sales Forecast

Objective #4: Increase
menu mix of GRO
Promo Avocado
Jalapeno Turkey Burger
by 5%
Objective #5: Increase
traffic in retail caf
location; Increase the
number of Tickets
Objective #6: Increase
Grill traffic;
transactions/number of
ticket
Menu Mix March 17-23:
3.36%
5% increase: 3.53%
Total
transactions/tickets
March 17-23: 6,287

Total
transactions/tickets
March 17-23: 1,871
10.0 Financial Data
Breakeven Analysis
FC/(SP/VC)= 13.5 units sold to break even

Sales Price per meal: $5.99


Variable Cost Fixed Cost
Labor per Unit Free Samples
$0.75 $ 35.94
Food Cost per Unit
$1.508
Total: $2.26
11.0 Evaluation
Objective #1: Increase
sales of Avocado Fire-
Roasted Jalapeno
Turkey burger by 10%

Objective #2: Increase
grill sales at retail caf
location by 10%

Objective #3: Increase
total caf sales by 5%

Sales of the turkey
burger week of March
17-23: $282.29
10% increase: $310.519

Grill Sales March 17-23:
$4249.10
10% increase: $4674.01

Caf Sales March 17-23:
$30,874.16
5% increase: $32,417.86

Sales of the turkey
burger the week of
March 24-30: $495.71
17.5% increase
Goal Exceeded
Grill Sales March 24-30:
$4904.83
10.8 %
Goal Exceeded
Caf Sales March 24-30:
$28,865.34
Met 89% previous sales
Goal NOT Met
11.0 Evaluation
Objective #4: Increase
menu mix of GRO
Promo Avocado
Jalapeno Turkey Burger
by 5%

Objective #5: Increase
traffic in retail caf
location; Increase the
number of Tickets

Objective #6: Increase
Grill traffic;
transactions/number of
tickets
Menu Mix March 17-23:
3.36%
5% increase: 3.53%

Total
transactions/tickets
March 17-23: 6,287

Total
transactions/tickets at
grill March 17-23: 1,871
Menu Mix March 24-30:
5.34%
16% increase
Goal Exceeded

Total
Transactions/Tickets
March 24-30: 5,798
92% transactions
compared to previous
week
Goal NOT Met
Total transactions/ticket
at grill March 24-30:
2,021
150 more grill
transactions
Goal Met

Photo Gallery
References
1. Our Business Purpose. ARAMARK. http://www.aramark.net.AboutARAMARK/BusinessPurpose/. Accessed March 25, 2014.

2. Our Mission. The Landing. https://thelanding.sclhs.net/Pages/OurStory.aspx. Accessed March 23, 2014.

3. Anderson, Rhonda. New Hire Orientation. Food and Nutrition Services. St. Marys Hospital, Grand Junction, CO 81506. Oral
Presentation. April 2, 2014.

4. U.S. Census Bureau: State and County Quick Facts. Data derived from Population Estimates, American Community Survey,
Census of Population and Housing, State and County Housing Unit Estimates, County Business Patterns, Nonemployee
Statistics, Economic Census. http://quickfacts.census.gov/qfd/states/08/08077.html. Accessed March 25, 2014.



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