Meet Your Dietitian:Color Yourself to Health

By Andrea Shelley

Purpose of Business PlanTo promote healthier choices

offered in the cafeteriaMaintain profitIntroduce Registered Dietitian

Business ObjectiveTo produce a 20% profit (not including

discounts) on the lunch promotion “Meet Your Dietitian” theme day main entrée sold at the World Station in the Blessing Hospital Cafeteria.

To increase the percentage of customers who state that the “promotions/specials were compelling” in the Your Voice Counts Survey by greater than or equal to 5% within one week following the theme day promotion.

Market AnalysisMain competition: Tea RoomSet down or takeout Static menu with specialsLocated within the hospital

Price Comparison Food Item Cafeteria Tea RoomCold Sandwich $2.79(Grab and

Go)$2.25-$4.50

Hot Sandwich(Made to order)

$2.29-$3.89 $1.75-$6.50

Salad $.30/oz Premade= $2.99

Side Salad = $2.50Entrée salad= $7.75-$4.00

Pie $1.49 $2.75-$3.25

Internal SWOT Analysis Strengths Weaknesses

Provides employee discountProvides Core Health discountLarge seating areaPricing comparable or lower than competitors Free coffee/tea provided during specified hours.

Does not sale giftsLess convent locationHot food items not offered all dayCoke products not offered

External SWOT Analysis Opportunities Threats

Pizza DeliveryImprove marketing of theme days or specials in cafeteriaKeep grill open between lunch and dinner

Poor Economy leads to more “Brown Baggers”Competition-fast food beginnings to offer “healthier” food options

Market Segmentation

Determined using Your Voice Counts Core Health leading to demands for

healthy food optionsMenu variety58.8% of cafeteria customers stated

that they eat in the cafeteria 4-7 times per week

Provide desired meal choices for college students to seasoned workers

Target MarketHospital Employees Middle aged Average age of 47

CaucasianParticipants of Core Health

Marketing strategy Product:

Healthy meal Dietitian to answer questions

Price:A la carteEntrée = $3.89Side dish = $1.29Dessert = $1.49

Place:Blessing Hospital

CafeteriaWorld/Demo station

Promotion:BannerBlessing emailed

newsletterMenu board flyer

2’ x 3’ Banner

Sales forecast Evaluated similar products served

in cafeteria Added 15% to averageSalmon = 86 servingsGreen beans = 80 servings Blueberry Cobbler = 160 serving

15% not added

Equipment Resources Refrigerator GrillStoveStockpotHotel pansHalf pansTongs

Slotted spoon3 oz scoop4 oz scoopConvection

ovenCutting BoardCutting Glove

Chef’s knifeWhiskMandolineWarmerMixing bowlsSheet pans

Food ResourcesCollaborated with Purchaser

Proved scaled recipes10 days prior to event

Food ordered through SyscoChanges made to recipes as needed

Frozen peaches used in place of freshFresh blueberries mixed with frozen blueberries

Entrée Sales and Cost Analysis

Sales Sales price of main entrée

$3.89

Amount of main entrée sold

86

Total sales $334.54Variable Cost

Labor per meal $.56Raw food cost $2.03Total Variable $2.59

Fixed Cost Decorations $6.00Fruit Basket $5.00Total Fixed $11.00

Entrée Profit Analysis

Evolution To produce a 20% profit on the lunch

promotion “Meet Your Dietitian” theme day main entrée sold at the World Station in the Blessing Hospital Cafeteria. Met! 30.1% profit

To increase the percentage of customers who state that the “promotions/specials were compelling” in the Your Voice Counts Survey by greater than or equal to 5% within one week following the theme day promotion.Not Met2% increase