Made-To-Order

Fall Specialty Salads

Management Business Plan Project
Elizabeth Elberfeld
Aramark Dietetic Intern
Inspira Medical Center Woodbury
Statement of Purpose
Emerging Trend
Eating for health & well-being
Increase retail sales
Total sales
Average check
Mission Statements
Inspira Health Network
To provide high quality health services that
improve the lives of all we serve.

Aramark
To deliver experiences that enrich and
nourish lives.
Business Objectives
Goal
To increase retail sales

Objective #1
2% increase in total cafeteria sales
Total sales = $1413.90

Objective #2
2% increase in average check
Average check = $1.98
Inspira Medical Center
Woodbury
Inspira Health Network established 2012
305 beds
Charitable, non-profit hospital
Diagnostic, therapeutic, and rehabilitation
services
1,800 employees and 400 medical staf
Market Analysis
Emerging trend health and well-being
Fresh, healthy, seasonal ingredients
Natural, minimally processed foods
Salads, fruits, vegetables, nuts
Competitor Analysis

Restaurant + Offering Salad Pricing

IMCW Cafeteria: MTO Fall Specialty $4.89
Salads
509 Bistro: Signature Salad $5.99
McDonalds: Bacon Ranch Grilled $4.59
Chicken Salad
McDonalds: Southwest Grilled Chicken $4.79
Salad
Angelos Pizza: Take-Out Salad $5.50
Salad Works: Signature Salads $9.29
Salad Works: Chicken, Grape, Almond, $10.08
Blue Cheese
Salad Works: Chicken, Pear, Walnut, Blue $9.29
Cheese
SWOT Analysis

Strength
I Convenient location for employees
Limited competitors within walking
n distance, especially during a half
hour lunch break
t Employee discount ranges from ten
to 45 percent
e All payment methods are accepted,
excluding American Express
r Quick charge option where
employees can scan their badge for
n payroll deduction
Weaknesses
Some customers have a bad
perception of the food (unhealthy,
not fresh)
There are not many healthy options
available daily
All foods are not always stocked on
the salad bar or steam table
because the cafeteria is
understafed
Lines can become long on days with
popular entres

a Customers are generally satisfied

with the food
Supervisors in the retail area are
not always reliable
l Some meals have a very good
reputation
The cooks do not always follow the
recipes they are given, which leads
The staf have a good rapport with to inconsistent products
the customers The managers are limited to
F Aramark standardized recipes and
cannot always take customer
a suggestions
The managers frequently have
c issues ordering the products they
want and do not always receive
t everything they want and/or need

o The cycle menu repeats every three
weeks, which some customers
SWOT Analysis

Opportunity
Strength Weaknesses
Threats
I
E Convenient
Customers location
Limited competitors
and specials,
for employees
appreciate exhibitions
withinlove
and would walking
to see
Some customers
The bistro
perception
reputation of
down have
forthe
a bad
the hall
foodbetter
being
has a
(i.e. unhealthy,
quality
distance especially during a half hour not fresh)
n
x them more frequently
lunch break would love to see more
Customers
and ofers diferent, more appealing
There
options are not many healthy options

t Employee
vegetarian,
45 percent
options
discount
glutenranges
free, andfromorganic
ten to

available daily
Many employees pack their lunch,
All foods are not always available on
especially those who are health
e All payment methods are accepted,
Customer feedbackExpress
excluding American could be
the salad bar or steam table because
conscious
the cafeteria is understafed
gathered more frequently and put Very
Lines few
can visitors
become eatlonginonthe cafeteria
r Quick charge
to
canbetter
option where employees
use badge for payroll
scan their Other restaurants
popular entrees in the
days
area
with
ofer
A large percentage of customers cheaper options
n deduction
say they are
Customers areinterested in specialty
generally satisfied with
Supervisors
Other
are
in the retail department
restaurants in the area ofer
unreliable
salads some healthy options
a the food
Some
Samplesmeals haveand
of new a very good menu
diferent
The cooks
recipes
do not always follow the
they are given,
Other restaurants ofer which
moreleads to
ability
l reputation
The
(i.e. chicken fingers)
options could be ofered more
staf have a good rapport with the
frequently
inconsistent products
to customize the food customers
The manager is limited to Aramark
are ordering
customers
Grab-and-go options could be standardized
Competitors recipes and cannot
have more freedom to
always
added for customers that are in a changetaketheircustomer suggestions
menu oferings and

F hurry but want a healthy meal
Online and social media presence
The managers frequently have issues
pricing
ordering the products they want and
Competitors
do not alwaysmay ofer delivery they
to
a could be enhanced hospital
want and/orto make
receive everything
need their options more
convenient
c The cycle menu repeats every three

weeks, which some customers

t complain too frequent

o
Marketing Segmentation
Gender Age

Female Male 18-24 25-34 35-44

45-54 55-64 65+
Market Segmentation
Relationship to Hospital

Hospital
Employee

Volunteer

Other
 Marketing Segmentation
Frequency Eating in the Average Amount Spent per
Cafeteria Visit
Target Market
Female employees 45-64
Health conscious diners

Likelihood of Purchasing Specialty Salad

Very Likely
Likely
Undecided
Unlikely
Very Unlikely
Market Strategy
Product
Made-To Order Fall Specialty Salads
Packaging
Clear plastic bowl and lid
Pricing
$4.89
Promotion
Fliers
Word of Mouth
Promotional Strategy
Food Resources
Inventory
Food Amount Used Food Cost
Blue Cheese 2 pounds $12.45
Crumbles
Chopped Garlic 4.5 ounces $0.52
90/10 7.5 cups $17.70
Vegetable/Olive
Oil Blend
Dijon Mustard 12 ounces $4.58
Honey 18 ounces $22.05
Lemon Juice 1 cup $0.94
Apple Juice 1 cup $0.38
Orange Juice 3 cups $1.62
Cider Vinegar 2.75 cups $4.35
White Vinegar 3.5 cups $0.70
Salt 1.5 teaspoons $0.12
Black Pepper 4 tablespoons $1.68
Dried Basil 4 tablespoons $0.63
Dried Thyme 4tablespoons $2.09
Croutons 3 pounds $47.70
Total $117.51
Food Resources
Ordered
Food Amount Used Food Cost
Quinoa 2 pounds $4.82
Almonds 1.5 pounds $13.50
Walnuts 3 pounds $21.27
Grapes 15 pounds $27.85
Pears 9 pounds $9.24
Fresh Thyme 0.5 ounces $0.08
Baby Spinach 4 pounds $16.40
Kale 4 pounds $27.10
Spring Mix 4 pounds $13.29
Grilled Chicken 12 pounds $35.49
Total $183.46
Equipment Resources
5 large mixing bowls 2 measuring cups
8 medium mixing bowls Food scale
2 small mixing bowls Food processer
3 large tongs Steam kettle
3 medium tongs Grill
4 serving spoons 2 full hotel pans
2 medium ladles 2 half hotel pans
2 cutting boards Saran wrap
2 large knives 1 table cloth
1 colander 1 sign holder
1 spatula 93 plastic bowls with
1 whisk lids
 Financial Resources
Variable Costs Fixed Costs
Marketing Cost
$0.10 for fliers
Food Cost $3.44 for display
$3.08 per salad salad
Equipment Cost Insurance Cost
$0.36 per salad $14.00 for
Labor Cost promotion
$0.74 per salad
Sales Forecast
Goal: Increase total sales and average
check
Compare to Wednesday, September 28
Total Sales $1413.90
Average Check $1.98
Forecast: 60 salads
Breakeven Analysis
Variable Costs
Food Cost per Salad $3.08
Equipment Cost per Salad $0.36
Labor Cost per Salad $0.74
Total $4.18
Sales
Fixed Costs
Selling Price per Salad $4.89
Number of Salads Sold 93
Marketing Cost $3.54
Risk Insurance $14.00
Total: $17.54
Breakeven Analysis
= Fixed Costs (Selling Price Variable

Costs)

= $17.54 / ($4.89 - $4.18)

= 25 units
Financial Results
93 salads sold

Total Sales = 3.5 times

breakeven
$1593.08
15 percent
Average Check = increase
10 percent
$2.15
increase
 Evaluation
Goal: Increase retail sales

Objective #1
Exceeded
2% total sales 15% total sales
Total sales = Total sales =
$1593.08
$1413.90
 Evaluation
Goal: Increase retail sales

Objective #2
Exceeded
2% average
10% average
check check
Average check =
Average check =
$2.15
$1.98
Future Considerations
Preparation of ingredients
Arrangement of ingredients
Labeling of ingredients
Marketing more prominently
Conclusion
Financially SUCCESS
Customer Feedback SUCCESS
Recommend regularly scheduled
exhibition stations
Thank You
Questions? Comments?