Philadelphia Phillies Retail Theme DayRebecca Scofield, MSARAMARK Dietetic InternshipMethodist Hospital

Statement of PurposeProvide an entertaining theme day for

customers of Anthony’s Broad Street Bistro while improving opportunities for financial growth and customer satisfaction.

ARAMARK’s Business Purpose “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.”

Business ObjectivesObjective #1

Increase total sales in the cafeteria by 5% compared with the previous three non-payday Wednesdays’ sales average.

This objective supports ARAMARK’s mission to deliver “sustainable, profitable growth in sales” for the account and the company.

Objective #2 Increase customer satisfaction with meal options and theme

day event; create a menu that focuses on appealing food options and entertainment while maintaining customers’ expectations of low costs.

This objective reflects ARAMARK’s intent to “provide world-class experiences, environments and outcomes for our clients and customers.”

Company SummaryARAMARK’s relationship Methodist Hospital:

Since 1954 Profit and Loss Contract Cost Plus Feature (Methodist pays certain expenses, including

U.S. Foods)

ARAMARK’S Strengths: National leader in foodservice, uniform, environmental

services Strong partnerships with national and local companies for

food procurement, technologies, and equipment purchasing Ability to provide retail food services to meet Methodist

Hospital’s employee dining needs

Market Analysis The Bistro is convenient for employees who have a short break Variety of offerings:

Sandwiches, wraps, and paninis Hot entrees Soup Salad bar Pizza and stromboli

More fresh offerings than local food establishments Opportunities:

Offer foods and events that corporations may not have flexibility for Focus menu offerings on location, customer demographics, economic

considerations, and relevant entertainment

Market Analysis, Continued

Opportunities: Offer foods and events that corporations may not have flexibility

for Focus menu offerings on location, customer demographics,

economic considerations, and relevant entertainment

Local Competition:

Market SegmentationMethodist Hospital is located in South

PhiladelphiaPhiladelphia County Statistics:

1,526,006 residents 58.8% aged 18-64 57.9% ages 16 and older are employed

Many ethnicities, religions, cultures, and dietary practices represented at Methodist

The Bistro’s menu provides a variety of ethnic foods and new menu choices

Target Market95% of Anthony’s Broad Street Bistro Customers are

Methodist Hospital EmployeesCustomers are seeking fresh, tasty food at low costCustomers want healthy, economical choicesServe a variety of customers with foods including:

Pasta Dishes Vegetarian entrees Fish Stir fries Fajitas Burgers

Marketing StrategyProduct: Phillies themed lunch special for home opening

week 2 Hot Dogs, Old Bay fries, small fountain drink

Price: $4.50 for above meal, set to be appealing to those who want good food at a good value

Place: Located in Methodist’s cafeteria, the BistroPromotion: Fliers hung in the hallway of cafeteria, event

and menu advertised on the bistro’s phone recording, Phillies merchandise hung in the bistro Anyone who purchased the meal special was entered into a

raffle to win Phillies merchandise

Theme Day Menu and Flyer

Sales ForecastObjective:

Achieve 5% increase in total sales compared with sales average of past 3 non-payday Wednesdays

Past 3 Wednesday sales average: $1,386.585% increase: $69.33Total projected sales: $1,455.9116 hot dog meal specials costing $4.50 each

would achieve this goal

Equipment ResourcesEquipment required for production and service:

Freezer Refrigerators Convection oven Steamer Sheet pans Can opener Hot holding steam table Serving spoons, tongs

Food ResourcesFood not already in stock ordered from US

Foods, Sysco, Petro’s BakeryFood ordered:

2 cases all-beef hot dogs 1 case frozen French fries 1 case single-serve relish 6 packages hot dog buns

Financial ResourcesVariable Cost

Labor: 3.25 total hours of production/service x $14/hour for 1 employee = $45.50

Labor Per Unit: $45.50/42 units = $1.08

Raw Food Cost for Hot Dog Meal Special:

Hot Dogs = $27.10 per case/80 hot dogs per case = $0.34 each x 2 = $0.68

Hot Dog Buns = $4.23 per pack/16 buns per pack = $0.26 each x 2 = $0.53

All Hot Dog Condiments, total = $0.28

Old Bay Fries = $0.42 per serving, per recipe costing

16 oz soda = $0.20

Total Raw Food Cost per recipe = $0.68 + $0.53 + $0.28 + $0.42 + $0.20 = $2.11

Total Raw Food Cost for day = $2.11 x 42 units sold = $88.62

Total Variable Costs for event day= $45.50 + $2.11 = $3.19

Fixed Cost

Merchandising (decorations/raffle prizes): $49.32

Insurance: $15 per month/31 days = $0.48 insurance per day

Total Fixed Costs for event day = $49.80

Breakeven Analysis Sales

Sales Price Per Unit: $4.50 Units Sold: 42

Total Variable Costs: $3.19 Fixed Costs: $49.80 Breakeven Point:

Fixed costs/(Sale Price – Variable Costs) = 38.01 units

Must sell 38 hot dog meal specials to neither make profit nor incur loss

Evaluation42 Hot Dog Meal Deals sold1st Objective Met

$1,463.55 in total sales 5.6% increase over past 3 non-payday Wednesday sales

2nd Objective Met Customers indicated they liked the décor and raffle Spoke to multiple customers who said they enjoyed the hot dog

offerings and other themed menu items

Evaluation, ContinuedBreakeven point of 38 was exceeded, 42 meals

soldThis allows for a profit as a result of the theme

day eventThemed menus and events at Anthony’s Broad

Street Bistro may present opportunities to turn a profit and increase customer satisfaction

Continued demonstration of fresh, creative meals at an affordable price to its customers

Meeting and exceeding customer expectations