Retail Business Plan

Project: BBQ Turkey &

Cheddar Melt

Summer Geers; Aramark

Dietetic Intern, Vista Medical
Center East. 2016

Statement of Purpose
To provide intern with experience in
writing their own retail business plan
and evaluate the outcomes.

Topics

Executive Summary
Company Summary
Mission Statements
SWOT analysis
Business plan goals and objectives
Market:
Strategy:
Resource Summary
Results
Evaluation
Influencing factors
Questions?

Company Summary
Founded in 1891
Three locations
Two hospitals in Waukegan with 310 licensed beds:
Vista Medical Center East: Full service hospital with Level II
Trauma Center
Vista Medical Center West: ER, Behavioral Health, Inpatient
Rehab, Corporate Health services and full diagnostics
Third Location:

Vista Lindenhurst campus

Located in Lindenhurst IL: Ambulatory care center,
Surgery Center, Emergency Center, Medical Office
Building
Vista Health System has 400+ physicians and
1,200 employees on staff

Company Summary
ARAMARK for food service and
Environmental Services since May
2014
A profit and loss contract
ARAMARK offers Vista:
Java City, Starbucks, Down Under Caf, Meals
on Wheels, Food service for patients and
employees, environmental services

ARAMARK is very adaptive and flexible

to the needs of Vista

Mission Statements
Vista Medical Center East
We strive to be Lake County's choice for
healthcare services. We will collaborate with
patients, physicians, the community, and
others to deliver quality care. We will be
known for excellent service and responsible
stewardship as we strengthen our heritage of
treating each person with dignity, respect and
compassion.

Aramark
Deliver experiences that enrich and nourish lives

SWOT Analysis
Strengths
WEST customer service experience
The option of different payment
methods
The selection of Made to Order
meals
The introduction of daily specials
Offers reduced/free meals to
ARAMARK employees and Doctors

SWOT Analysis
Weaknesses
Located in the basement of the hospital
Aramark standard menu choices
Hard to locate dedicated employees
Staffing
Hours of operation
Lack of Customer service

SWOT Analysis
Opportunities
Greater customer knowledge of product
selection
Increased Marketing
Attract community and family members

Build on Voice of consumer recommendations

Team Caf
Develop a sense of ownership/community of location
Cleaner environment
Greater employee attendance

SWOT Analysis
Threats
Staffing, Friendly Energetic and
Knowledgeable staff
Hours of operation
Competition from other restaurants and
fast food locations
Speed of service
Menu options

Business Plan Goals and

Objectives
Goal: To increase sales
Objectives:
To sell 50 BBQ Turkey Cheddar Melts for
the week of October 17th in the Down
Under Caf.
Increase total deli bar sales by selling
BBQ Turkey Cheddar melts by 5%
compared to deli bar sales from the
preceding week.

Market Analysis
Potbelly Sandwich shop
Sandwiches for $4.55 - $7.65

Jimmy Johns
Sandwiches for $5.00 - $10.00

Subway
Sandwiches for $3.50 - $10.00

These selections offer quick services

and have have well known reputations.

Market Analysis
Competitors offer:
Sandwiches at cheaper prices
Bigger sandwiches
Other meal options
Speedy delivery

Market Segmentation
October 17th
30 surveys
distributed

Market Segmentation
Survey Results:

On average, the customer eats at the

deli 1.6x a week

Market Segmentation
Customers
34% Visitors
66% Employees

Gender
34% Male
66% Female

Market Segmentation
40% of customers were 25-34 years old

Age

Market Segmentation

Good Selection?
84% Yes
16% No

Fairly Priced?
73% Yes
27% No

Target Market
Men and Women of all ages
Looking for reasonably priced options
Patient families and community

Marketing Strategy
Advertise with posters
Word of mouth
Samples were given during the week
of the 16th to increase the awareness
and interest of the special.

Marketing Plan
Product
BBQ Turkey Cheddar Melt

Place
Aramark Down Under Caf in Vista Medical
Center East

Price
$5.49 per melt

Promotion
Flyers posted, word of mouth, samples
distributed

Marketing Materials

Resource Summary
Employee Resources
Andy Bormann: Retail manager
Jack : Food service employee
DJ: Food service employee
Kamika: Food service employee
William McCrory: Chef
Doug Brooks: Sous Chef

Resource Summary
Equipment Resources:

Panini machine
Knife
2lb tray and paper liner
Spatula
Squeeze bottle (for BBQ)
Refrigerator
Deli bar
Cutting Board
Tongs
2 oz Spoon
Gloves
Hairnets
Containers within Deli bar

Resource Summary
Food Resources
Sweet Baby Rays BBQ Sauce
4/1 gallon = case, $40.68
White Flat Bread
4/10 ct = case, $16.26
Cheddar Cheese
2/5lb = case, $26.03
Sliced Turkey Breast
2/10#=case, $3.427/lb
Red Onion
1/5lb = case, $10.20

Resource Summary
Financial Resources
Labor: one hour each day at 10.50 an
hour = $42.00. ($1.02 per melt)
Food: Raw food cost = $1.53 per Melt as
indicated by recipe provided by Aramark
Equipment: $0.16 per melt (2lb tray
$0.04 + tray liner $0.12)
Marketing: $18.28 ($0.45 per melt)
Samples: 8 melts cut into 8 slices = 64 samples.
4 melts for display

Resource Summary
Financial Resources
Sale price per melt: $5.49

Resource Summary

Results
Deli bar sales the week of 10/10 =
$327.90
Deli bar sales the week of 10/17 =
$384.40
Melts sold Week of 10/17 = 41

Evaluation
Goal: To increase sales
(Goal met: increase of sales by 300% over
initial goal)

Objectives:
To sell 50 BBQ Turkey Cheddar Melts for the
week of October 17th in the Down Under Caf.
(Not met: 41 Turkey Cheddar Melts sold)

Increase total deli bar sales by selling BBQ

Turkey Cheddar melts by 5% during the week
of October 17th compared to deli bar sales from
the preceding week
(Met: Increase in total deli bar sales by 17%
during the week of October 17th compared to
deli bar sales from the preceding week )

Influencing factors to consider

next business plan

Start advertising more than a day in advance

Offer a combo meal/lower pricing
Start on a Monday instead of Tuesday
Sample trays everyday instead of just two days
Increase amount of surveys distributed
Utilize vista.net

Any Questions?

*All photos taken at the caf or from Google search