F&B 201 Beyond the Basics

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2 F&B 201 Beyond the Basics Bob Amoruso, General Manager, Adventureland Sophia Zulli, Director of Food and Beverage, Hershey Entertainment Bernie Campbell, NE Regional Vice President, Whirley DrinkWorks! November 17 th, 2014

3 Beyond the Basics c z

4 Employee Training Child Labor Laws What s New Cash Handling Stand Manuals Location Appearance Employee Recognition Leadership Training Initiatives Product Quality & Presentation z

5 Service is a Supervisor Issue Habits of a successful service LEADER Support front line employees needs What are those needs? Share Information Promote Autonomy Look and Listen Accountability z

6 Supervisors Quality Employee Experience Quality Guest Experience Leadership Excellence Financial Results & Growth z

7 Satisfied is not enough Satisfied customers will only stay or repeat until someone offers a better deal better products or services more convenience better experience z

8 Hospitality & Leadership Listen to your team Communicate their needs Empower your team What do you think? You Make The Call Coach the employee Establish performance boundaries Recognize the success z

9 Servant Leadership "As leaders shift their focus to customers and quality, they realize that the old authoritarian leadership style does not work anymore. To achieve quality, service, and rapid response, leaders must utilize all available talent. They must find ways to inspire, involve, and empower employees. They must create a work environment that encourages commitment, innovation, and cooperation. Instead of evaluating, leaders now coach. Instead of doing, they delegate. Instead of telling, they facilitate. No one is expected to boss anyone. Everyone is expected to participate." Dr. Suzanne Willis Zoglio in The Participative Leader, p. v. z c

10 Cost of Goods Managing to the Numbers c a

11 Question # 1 What is a Good Food Cost % Short answer------the one that makes you the most money! Provide examples..fec, Waterparks, Zoos, Theme parks a

12 2 Examples Of Cost of Sales % Chicken and Shrimp Platter Hamburger Platter Retail Price 9.99 Costs 3.50 Margin 6.49 COS % = % Retail Price 6.99 Costs 1.65 Margin 5.34 COS % = % a

13 Examples of Cost of Sales % and it s impact on Labor % Chicken and Shrimp Platter Retail Price 9.99 Costs 3.50 Margin 6.49 COS % = % Labor.50 Labor % 5.00 % Total Cost ( COS + Labor) 4.00 Total Profit 5.99 Hamburger Platter Retail Price 6.99 Costs 1.65 Margin 5.34 COS % = % Labor.50 Labor = 7.10 % Total Cost (COS + Labor) 2.15 Total Profit 4.84 a

14 What is a good food cost %? If demand is similar, we would make more money selling a product with the higher cost of sale %. Sometimes focusing on a lower COS % is counter-productive This is particularly true when the items begin to climb in retail price and labor % can offset some of the COS difference. Lesson learned: A good COS % is one that makes you the most Profit! a

15 What affects COGS? INVENTORY - biweekly inventory is Paramount. Walk in your Walk ins Waste and spoilage control is a vital part of cost control. Check items that don t sell & eliminate Are you rotating your stock FIFO a

16 What is the Magic COGS % The Magic COGS depends on how aggressive you need to be on EXPENSES & what makes you profit. As a Benchmark anywhere from 25-30% COGS is a great target % If you can control your COGS in that range you are managing cost efficiently. a

17 Inventory Biweekly inventory is Paramount. Waste and spoilage control is a vital part of cost control. Check items that don t sell & eliminate More accurate buying by inventory management. Portion Control- VERY,VERY important. Theft of goods can be controlled. a

18 Receiving/ Inventory Be vigilant in checking in deliveries for: Damaged Goods Correct Amount of items received Product substitutions/ for lesser quality Goods are fresh refrigerated and frozen Goods are received at the right temperatures a

19 Portion Control Americans are way out of control on portion sizes. Portion Sizes have doubled and tripled in the last 10 years. Revisit your portion sizing. According to Eugene Naughton, Dir. Of Corp Food Services for Six Flags. Six Flags changed their combo meal boat size from 3lb to 2.5 lb. This saved 3oz of fries per serving a $500,000 savings company wide. a

20 Line Flow vs. Fancy Long Cut Fries 5/16 Coated Line Flow 30Lb. Case $ /5oz servings per cs. $2.50 x 60= $ cost per serving Profit $ /16 Fancy Long Cut 30Lb. Case $ /4oz servings per cs x 72 = $ per serving Profit $ $25.34 more per cs 2952cs x 25.34= $70K a

21 Product Yield a

22 Chicken Tenders No product specifications equals Random sizes and shapes. Less yield, & profitability. Poor product quality & consistency Diminished customer satisfaction Product specified to weight & size Uniform weight & size Greater yield and profitability Consistent quality & consistency Happy Customers a

23 Marketing / Sponsorship Acme Poultry Inc. Contract Dates March 28,2014-November 31,2014 Marketing $10, for the season to support all Marketing Activities Rebate Incentive Growth incentive base case 2000 cases 10% growth over base Lbs.-$1.00 per case = 2200cs. 20% growth over base Lbs -$2.00 per case = 2400cs. **** on all incremental growth over base**** a

24 Acme Foods Rebate 4324 cases of product were sold. Target of 2000 base cases realized. $2.00 rebate at the 2400 case mark ON ALL incremental growth over base x $2.00 = $4648 additional $10,000 marketing +$4,648 rebate $14,648 *straight to bottom line savings* a c z

25 Menu Analysis Determining your sales mix to provide you the maximum sales and profitability for your company Assessing your menu Cost of Goods Pricing Profitability Product Labor Equipment Selling Capacity z

26 Menu Analysis Evaluation of your Menu Rising COG Increased Labor Poor Purchasing Waste Portion Control Placement on Menu Menu Decryptions z

27 Menu Analysis BIGGER is not always Better! It is all about how you use your Marketing Tools z c

28 Menu Predators c

29 What to sell... Things you can t find outside c a

30 Refill Programs BIG $$$ a

31 REFILL PROGRAMS a c

32 Reinventing an Item = = = = c z

33 Meal Plans Hersheypark Meal Tickets - $13.75 All meals include a Hersheypark Souvenir Cup. Meal options vary by restaurant and include the items listed below. This affordable and flexible meal option allows you to select the time and place to best satisfy your hunger. With over 25 participating locations and savings of up to 25%, this appetizing meal option is a big hit! z

34 Meal Plans Famous Famiglia Pizza Two (2) Slices of Pizza or One (1) Slice of Pizza and a Side Salad Nathan s Famous Hot Dog One (1) Hot Dog or Chicken Strips with Fries Central PA Kosher Mart Two (2) Hot Dogs with Chips Craftbarn Kitchen Any Char-Grilled Burger, Black Bean Burger, or Chicken Strips with Fries or a Side Salad Whistle Stop Restaurant Any Char-Grilled Burger, Chicken Sandwich, Turkey Burger, or Chicken Strips with Fries or a Side Salad Midway Munchies Chicken Bites with Fries Decades Grilled Chicken Salad or any Char-Grilled Burger, Chicken Sandwich, Turkey Burger or Chicken Strips with Fries or a Side Salad Tumbleweed's Taco Two (2) Tacos, One (1) Burrito, or One (1) Quesadilla with Nachos or any Salad Country Grill Any Chicken Sandwich, Cheesesteak, Chicken Strips, Hot Dog, or Sausage with Fries or a Side Salad Overlook Food Court Any Burger, Chicken Strips, Chicken Sandwich, Hot Dog or Personal Pizza with Fries or a Side Salad Subway Any Sandwich or Salad with Chips Mixed Grille Any Gyro, Wrap, or Personal Pizza with chips Mixed Grille Express Chili Cheese Hot Dog with French Fries Panini Grille Any Quesadilla or Buffalo Chicken Panini with Chips Wurstburg Grill All Beef Jumbo Hot Dog or Sausage with Onions, Peppers, Kraut with Kettle Chips Shakey s Drive-In Three (3) Sliders or Chicken Bites with Fries Spring Creek Smokehouse Any sandwich, turkey leg, or ribs with One (1) Side Gourmet Grille Any Burrito or Two (2) Hard Tacos with Chips Shoreline Grill Grilled Chicken Salad or Any Char-Grilled Burger, Chicken Sandwich, Black Bean Burger or Chicken Strips with Fries or a Side Salad Just Wing It! Chicken Sandwich with Fries or Five (5) Wings with Fries Chickie's & Pete's Chicken Cutlets with Crabfries or Crabby Sweets Restaurant and menu options are subject to change without notice. The Hersheypark meal ticket is valid for one redemption per ticket. *Tax included z

35 Meal Plans Dietary Meal Tickets - $13.75* All meals include a Hersheypark souvenir cup. Meal options vary by restaurant and include the items listed below. Hersheypark offers special Dietary Meal options featuring Gluten Free, Nut Free, Dairy Free and Vegetarian meals. With this affordable and flexible meal option, your family can select the time/place to enjoy a meal. With 13 participating locations and savings of up to 25%, this appetizing meal option is a big hit! All Meals include a Hersheypark Souvenir Cup. Purchase your Meal Tickets at the Hospitality Services location just inside the Park, at Guest Services, or online. GF - Gluten Free NF - Nut Free DF - Dairy Free V - Vegetarian z

36 Meal Plans GF - Gluten Free NF - Nut Free Famous Famiglia Pizza Personal Pizza and a Side Salad (GF, NF, V) Central PA Kosher Mart Vegetarian Falafel with Chips (V) Craftbarn Kitchen Any Char-Grilled Burger with a Side Salad or Chips (GF, DF, NF) Black Bean Burger with a Side Salad or Chips (V, NF) Whistle Stop Restaurant Any Burger or Grilled Chicken Sandwich with a Side Salad or Chips (GF) Decades Grilled Chicken Salad, Any Char-Grilled Burger, Turkey Burger or Chicken Sandwich with a Side Salad or Chips (GF, DF, NF) Mixed Grille Spanikopita or Vegetarian Gyro with Chips (V) Mixed Grille Express Vegetarian Gyro with Chips (V) Panini Grille Cheese Quesadilla with Chips (GF, V) DF - Dairy Free V - Vegetarian Overlook Food Court Any Burger, Chicken Strips, or Personal Pizza with Fries, Chips, or a Side Salad (GF, DF, NF, V) Shore Line Grill Grilled Chicken Salad, Any Char-Grilled Burger, or Chicken Sandwich with a Side Salad or Chips (GF, DF, NF) Black Bean Burger with a Side Salad or Chips (V,NF) Tumbleweeds Taco Bean Burrito, Bean Quesadilla, or Two (2) Bean Tacos with Nachos (V) Country Grill Grilled Chicken Sandwich with a Side Salad or Chips (GF,NF) Spring Creek Smokehouse Pulled Portobello Sandwich with a Side of Corn, Pepper Slaw, or Texas Taters (GF,V) Restaurant and menu options are subject to change without notice. The Hersheypark meal ticket is valid for one redemption per ticket. *Tax included z

37 Meal Plans z

38 Meal Plans Souvenir Sports Bottles SAVE UP TO $5 ONLINE! $ plus applicable taxes and fees Buy Now More Info Single Meal Deal Only Available Online. $ plus applicable taxes and fees Buy Now More Info All Season Dining Plan As Low As $ plus applicable taxes and fees More Info z

39 Meal Plans All Day Dining Plan With the All Day Dining Plan, you'll never go hungry, but you'll save a bundle. Enjoy an entree and a side every time you choose to stop in at one of the participating restaurants inside the park. Best of all, there's only a 90-minute wait time between meals. Stay fueled for the fun with the All Day Dining Plan. Dine All Day. One Great Price. $ plus applicable taxes and fees Buy Now More Info z

40 Meal Plans Marketing Plan Know your Target Audience Perks of the Program Mobile Sales Mobile Device for Purchases and Redemptions Online Sales Capture Revenues Upfront Bundling Packages w/ Admission Ticket z a

41 Season Pass Holder Coupons a c

42 Digital Menu Boards c

43 Menu Boards and Layout c

44 Menu Boards and Layout Inform customer of offerings and prices Improve line speed by simplifying the transaction Direct spending to higher revenue or more profitable menu options Tempt customer to make additional impulse purchase c

45 Menu Boards and Layout Visual Society People Eat with their Eyes first. People Naturally read from Left to Right and from Top to Bottom c

46 Digital Menu Boards Improved Graphics & Moving Images Switch Daypart Menus Automatically Enhance Branding Efforts Deliver Marketing Messages Advertising & Sponsorship Development. Improved Guest Experience c

47 Digital Menu Boards Quality Food Pictures Dynamic Pricing Promotional Items Higher Averages Checks Increased Sales Increased Customer Satisfaction Reduced Costs/Flexibility for Menu Changes c

48 Effective POS Sign Guidelines Primary Offer The Deal! Possible Brand Partner Identification Secondary Retail Offer Product Picture Simple Background c

49 Healthy? c

50 Building Identification c z

51 Day Part Conversions Do you have locations that lag performance? Looking for ways to MAXIMIZE your outlets? Know your customers Peak sales times & Location MAXIMIZE your revenues z

52 Social Media z c

53 Dynamic Pricing c

54 Dynamic Pricing From Wikipedia Dynamic pricing is a pricing strategy in which businesses set highly flexible prices for products or services based on current market demands. [1] Business are able to stay competitive by changing prices based on algorithms that take into account competitor pricing, supply and demand, and other external factors. Dynamic pricing is a common practice in several industries such as hospitality, travel, entertainment, and retail. Each industry takes a slightly different approach to repricing based on its needs and the demand for the product. One commonality, however, is the use of dynamic pricing to increase revenue and profits, whether to fill a stadium, flight, or sales quota. c a

55 Groupon Dynamic Pricing We targeted Monday Friday 4pm close We wanted to boost our night time business Being a family park most people will leave by 5-6pm Drove a great deal of attendance to our night time business Increased in-park spending by 20% Each deal is different Groupon does not allow us to discuss. a

56 This is the main page you see when you log into your merchant center. It shows you how many of the deal you have sold, a timeline of your payments and the amounts, a bar graph of sales and a short look at customer feedback. You can also see this page from your phone when you use the Merchant Center App, but viewing it on a desktop shows you more specific information. This page is VERY helpful as it clearly tracks the sold versus redeemed deals. It also allows you to download the voucher list--a list of names of the people who have purchased your deal. We did not use this feature, but for Groupons that involve traveling or reservations, it would be useful to have a premade list of the people using your deal. a

57 When you select a deal, you see this page--it gives you information and stats specific to that particular deal. For instance, we had four deals running for each area (NYC and LI); 2 person any day anytime, 2 person Monday-Friday after 4pm, 4 person any day anytime and 4 person Monday-Friday after 4pm. You can select where it says all options, and choose the specific deal you want more information about--including redemption, sales, payment and the zip code of guests. a

58 This is the Impact Report--aside from sales and redemptions, this is the most important! It shows you where your guests are coming from, their age and gender. You can switch between deals in the top right hand corner--so we could switch between LI, NYC and Westchester to see where guests were coming from. a

59 The Impact Report also shows you data from Groupon Surveys each purchaser has the opportunity to take. Really interesting stuff (at least to a social research major like myself!) a

60 Finally, we have qualitative data! These reviews are from people who purchased the deal and came to the park. You are only shown the date they reviewed the park--not when they visited, although it seems most people write the review rather quickly after visiting. You also have the ability to tweet the reviews right from this page, which is a nice feature. a c

61 Questions? Discussion topic: What you wish you knew way back when, that helps you understand more now c

62 Next up on the F&B Educational Track 2014 Food and Beverage Trends Ken Whiting, President, Whiting's Food Sophia Zulli, Director of Food and Beverage, Hershey Entertainment Michael Henninger, Director of Food and Beverage, Kennywood Park 2:00 PM Room 230DE c