Liz Lancione

ARAMARK Dietetic Internship 2013-2014

NorthShore University HealthSystems Evanston
Tuesday, November 5th, 2013
Statement of Purpose
The purpose of this project is to provide the intern an
opportunity to develop a business plan aimed at the
implementation of a retail theme day based on
ARAMARK monthly retail promotions found on .net

The theme this month is Celebrate the Abundance of
Autumn
Mission Statement

ARAMARK Mission Statement:
To deliver experiences that enrich and nourish
lives

North Shore Mission Statement:
To preserve and improve human life
Business Objectives
The goal of this project is to increase traffic in the
cafeteria on the day of the promotion, therefore
increasing sales.
The objectives of this project are:
Achieve above 42% participation from hospital workers
in the Evanston Main Caf on the day of the promotion
(the usual goal for any given day is above 40%)
Serve 5% more customers on the day of the promotion
Increase average overall sales by 5%
Increase average check by at least $0.50
All of the above will be measured by comparing the specified
number to the same parameters average over the last four
weeks on the same weekday.

Company Summary
ARAMARK is a $13 billion world leader in professional
services, headquartered in the United States. We provide
award-winning food services, hospitality management,
facilities management and uniforms for hospitals,
universities, schools, stadiums, businesses and many other
clients.
Operates in 22 countries
Over 2,000 hospitals and senior living communities
Serve over 75 million patients and residents
Serve nearly 2 billion meals each year
1

Market Analysis
Competition
Brown Baggers
Delivery
Nearby quickstop spots

The following slide was taken from the Customer Close-Up
survey from December 2010
Total Number of Respondents: 1068
Online Respondents: 844
Paper Respondents: 224


Survey Respondent Profile
Status
92%
2%
0%
1%
0%
5%
0% 20% 40% 60% 80% 100%
Employees
Visitors
Patients
Students
Volunteers
Other
2%
11%
4%
28%
10%
6%
15%
4%
13%
8%
0% 5% 10% 15% 20% 25% 30%
Executive
Director
Physician
Nursing
Technical
Support Staff
Patient Services
Administrative
Researcher
Other
Job Classification
Shift
75% 1
st
shift

9% 2
nd
shift
6% 3
rd
shift
10% Variable
Age
0% Under 18
5% 18 - 24
29% 25 - 34
33% 35 - 49
23% 50 - 59
10% 60 +
Gender
17% Male

80% Female
3% Prefer not to answer
Days/Week
1% 0 Days 12% 4 Days
1% 1 Day 63% 5 Days
5% 2 Days 2% 6 Days
15% 3 Days 1% 7 Days
4.4 Mean Days
8
SWOT Analysis
Internal analysis

Strengths Weaknesses
Bright new look to cafeteria
Friendly, familiar serving staff
Conveniently located in building
Four cashier lanes for speedy
checkout
Large, open dining area
Highly crowded during peak
lunch hours
Many missing chairs in dining
area
Quick items (i.e., pizza and
burgers) higher price than
competitors
External Analysis

Opportunities Threats
Hire more serving staff
Increase training in order to
increase efficiency
Updating menus to highlight
healthy options
Elimination of employee meal
plan
Budget and staffing cuts
Competition convenience
Affordable care act threatening
job welfare
Market Segmentation
92% of Evanston customers are employees
Of these, 28% are nursing staff and another 24% are
technical, support staff and patient services. This makes
over 50% of the customers served in this cafeteria hourly
shift employees
Northshore is the second largest employer in Evanston
Evanston median earnings for workers in 2010 was
$36,023
2
Target Market
GRO items were promoted in the Evanston Main Caf
Target market is majority nurses
Nurses are mostly female
Work long hours
Would like something colorful, healthy, high-energy
Other hourly employees may be drawn by new items

Strategy: Marketing Plan: 4 Ps
Product
Asian Grilled Chicken Sandwich
Mexican Grilled Turkey Salad with Gazpacho Dressing
Pumpkin Whoopie Pie
Price
Entrees $5.00
Add Whoopie Pie for $1.00 or $1.50 a la carte
Place
Evanston Main Caf
Promotion
Abundance of Autumn table tents placed 1 week ahead
Flyers with specials handed out 1 day ahead
Signage day of event
Sales Forecast
How Many?
25 Asian Grilled Chicken Sandwiches
80 Mexican Grilled Turkey Salad
Reasons the forecast is not higher than usual specials
Grill and world specials usually do not reach usual
forecasted amounts
People spending less per ticket

If the forecasted amount sold
Asian Grilled Chicken Sandwich sold for $5.00
Add combo option to make it $6.60
If 25 sold, amount would fall between $125.00 and
$165.00 before subtracting production costs
Mexican Grilled Turkey Sandwich sold for $5.00
If 80 sold, would mean $400.00 at checkout

Resource Review
Equipment: No special equipment needed to purchase
Grill
Production kitchen stove, pots, pans
Large tub with ice and bowls for World Station
Tongs and spoodles for serving
Gloves, hairnets, cutting boards, knives
Styrofoam containers for serving
Food: Purchases made in advance, no special increases
Financial: Cost per serving of chicken sandwich is
$1.41, cost per serving of Mexican Salad is $1.53
Breakeven Analysis
Grill Special
Cost per item is 1.41, prepared for forecasted 25
$35.25 spent in the making of 25 chicken sandwich
specials without combo meal, 8 must be sold in order
to break even
World Station
Cost per item is $1.53, prepared for forecasted 80
$122.40 spend in the making of 80 salads 25 salads
must be sold to break even
Evaluation
Actual Asian Grilled Chicken Sandwiches sold = 17
Not including grill special combo, cashed out at $85.00
$85.00 - $35.25 = $49.75 profit
Actual Mexican Grilled Turkey Salads sold = 65
Cashed out at $325.00
$325 - $122.40 = $202.60 profit

Day of
Promotion
Average of Past 4
Tuesdays
Difference on
Day of
Promotion
Total Sales $6,778.86 $6,415.11 $363.75 more
5.4% increase
Customer Count 1,778 ~1,624.25 ~153.75 more
people
Check Average $3.81 $3.95 $0.14 decrease
Hospital
Participation
45.59% 41.65% 3.94% increase
Points to Improve Upon
Marketing to more appropriate crowd
Increase seating in dining area
More reasonable and competitive pricing

Resources
1. http:/www.aramark.net/corporate/home/topic.aspx?id=4842
2. City Of Evanston History & Demographic
http://www.cityofevanston.org/evanston-life/history-demographics/

More resources available in Works Cited of Business Plan Paper