To successfully select and promote a retail product after careful analysis of the customer population, meeting forecasted sales goals and providing

Transcription

1 Brooke Kuhn

2 To successfully select and promote a retail product after careful analysis of the customer population, meeting forecasted sales goals and providing the highest levels of customer satisfaction.

3 ! UCMC: to offer a variety of services to advance the health & well-being of the surrounding populations University of Maryland Upper Chesapeake Health (UM UCH) is dedicated to maintaining and improving the health of the people in its communities through an integrated health delivery system that provides high quality care to all. We are committed to service excellence as it offers a broad range of health care services, technology and facilities. We do and will continue to work collaboratively with our communities and other health organizations to serve as a resource for health promotion and education.

4 ! Aramark: mission as part of their Business Purpose is to Deliver Experiences that Enrich and Nourish Lives

5 ! Goal: promote and increase cafeteria sales of a featured healthy grill sandwich! Objectives: sell at least 55 units during the week of March 30 th to April 5 th, and to make up at least 6% of cafeteria sales for the week.

6 ! Upper Chesapeake Medical Center: part of the University of Maryland Medical system (since 2013)! Partner with Aramark since 2000 Operates catering, retail, room service, environmental services Guaranteed net budget contract

7 Internal External Positive Strengths Convenience: located in hospital, no need to drive and park at another food establishment Good quality product for low prices High reputation of Aramark Variety of both healthier and comfort food options Opportunities Appeal to diverse palates and health conscious clientele Weekly menu changes- more variety Changing customer base with hospital visitors Negative Weaknesses Located on bottom floor of hospitalmay be hard to find for visitors or inconvenient location for some employees Stereotype of hospital food as low quality or poorly tasting Brands or dishes may not be as familiar as those at nearby restaurants Threats Located in suburban center with many nearby restaurants Healthcare budget cuts Trend towards local, farm to table foods- may not get that feeling in café

8 ! Self-serve salad bar with three soup options! Pizza station: cheese and pepperoni daily, featured slice weekly! Deli station: hot/cold sandwiches, paninis, wraps! Grill station: burgers, chicken tenders, grilled sandwiches, fries, onion rings! Home station: classic comfort food options, casseroles, vegetables & starches

9 ! Open from 6:30 to 10 am for breakfast, 11 am to 2 pm for lunch, and 5 to 7 pm for dinner Busiest at lunch: peak hours 11:30 am to 1:30 pm! Competitors within hospital and surrounding community Daily Grind: opposite side of hospital (closer to outpatient offices), serving coffee, pastries and sandwiches ($5.95-$6.95) 7:30 am to 5 pm during the week Fast food and casual dining restaurants within 1 mile or less: Outback Steakhouse, Noodles & Co, TGIFridays, Qdoba

10 ! Customer population is very sensitive to price Desire high quality for reasonable price! Emerging food trends: Locally sourced foods, farm to table " Hard to offer in healthcare foodservice setting: budget constraints, product availability Bold, spicy flavors & international influences " Aramark routinely develops new recipes based on customer demand & changing preferences

11 ! Estimated population (2013): 249, % white 13.2% black/african American 4% Hispanic/Latino 2.9% Asian! Median income: $80,662 (higher than state of MD)! Largest age groups: yrs old (33.2%) yrs old (22.7%)

12 ! Customers include employees, visitors, and volunteers- majority employees 3,129 individuals employed by UCMC (2014) 15% male, 85% female (2007) 85% Caucasian, 11% black/african America, 3% other, 1% Hispanic (2007) *2007 figured based on total of 1,776 employees

13 ! Customer Close-Up Survey by Aramark in 2006 Sample size of 75 individuals: 86% employees, 13% volunteers, 1% students 47% dined in Garden Café 2-3x per week 39% dined in Garden Café 4-5x per week 75% ate main meal of the day in the café, 19% brought food from home, 3% ate at other location! Current menu & services match demographics of UCMC- but always opportunities for new products in the café

14 ! Based on demographics of surrounding community and employees: Female hospital employees 20 to 59 years of age Limited time to purchase & eat meals (particularly lunch) Open to new styles and flavors of food, enjoy offerings of nearby restaurants Health conscious and aware of nutritional content of meals

15 ! Product: Sweet & Spicy Grilled Chicken Sandwich Distinctive Bold, diverse flavors New & interesting for existing customers, attract attention from potential customers! Place: grill station in Garden Café Deli station becomes busy/long lines during lunch Featured sandwich at grill could help to redirect customer traffic

16 ! Price: $3.99 mid-price range compared to other sandwiches 40% markup in café Comparably priced to other chicken sandwich specials at the grill station Considered reasonable by UCMC population! Promotion: Signage in employee & visitor elevators Coleslaw samples Sandwich assembled for display table

17

18 Featured in the Garden Café March 30 th to April 5 th SWEET & SPICY GRILLED CHICKEN SANDWICH Grilled chicken with sweet chili sauce and spicy Asian-style slaw, served on a Kaiser roll. Less than 400 calories per sandwich, and 29 grams of protein!

19

20 ! Cutting board! Knife! Scale! Measuring cups! Measuring spoons! Food processor! Mixing bowl! Spoodle! To-Go containers! Tongs

21 ! Rolls were ordered from H&S Bakery, at $2.52 per pack of eight.! 3 oz chicken filets were ordered from Sysco, at $28.51 per 10 lb case.! Chili sauce was ordered from Sysco, at $1.13 per half gallon container! Shredded Napa cabbage was ordered from Keany Produce at $17.77 per 5 lb bag.! Shredded carrots were ordered from Keany Produce at $4.77 per 5 lb bag.! Ginger root was ordered from Keany Produce at $2.40 per pound.

22 ! Red bell peppers were ordered from Keany Produce at $2.14 per pound.! Rice wine vinegar was ordered from Sysco at $65.19 per four-gallon container.! Cayenne pepper was ordered from Sysco at $12.25 for a 14 oz container.! Honey, kosher salt, and fresh cilantro were already on hand from previous orders.

23 ! No defined budget for the event: general foodservice budget used for purchasing of supplies & labor costs! Raw food cost accounts for food supplies purchased specifically for the event! Labor costs account for salary & hours worked of grill employees during the week

24 ! Sales Forecast: Goal: 55 units sold during the week " 10% increase in units Goal: account for least 6% of grill sales for the week *Goals based on sales figures from the highest selling grill special from the previous six weeks at the same price point: cheeseburger which sold 49 units, $ in sales and 5.28% of total grill sales

25 ! Labor cost: $9.50 per hour! 1 hour prep + 3 hours serve= 4 hrs per day x $9.50/hr= $38.00! $38/40 sandwiches served= $0.95 cost per meal.! Units sold to break even= $10.25 (fixed cost)/$3.99 (selling price)-$2.06 (variable cost)=8.32 Item Roll 0.32 Sauce Chicken 0.53 Cost per serving ($) Ginger Rice wine vinegar Cayenne pepper Cabbage Carrots Red pepper Cilantro, Honey, On hand- 0 Kosher salt Total $1.11

26 ! Compared set financial goals with actual sales performance Goal: 55 units sold Actual: 40 units sold ($ profit) Goal: account for 6% of all grill sales Actual: accounted for 8% of all grill sales (total $ for the week)! Unit sales goal not met.! Percentage sales goal met- lower total grill sales for the week

27 ! Improvements: Lower price point ($3.29) to appeal to customer population Begin marketing 2 or more weeks before the event to increase interest and attract more customers More prominent signage at grill station Sandwich samples for customers More appealing/eye-catching display plate

28