Management Business Plan Chicken Wrap with Mango Chutney

Management Business Plan Chicken Wrap with Mango Chutney at Central Du. Page Hospital &

Statement of Purpose n The purpose of this Management Business Plan is to promote a retail menu or menu item based on Aramark’s retail category cycle menu n The goal of this business plan is to increase awareness and sales of the healthy proprietary meal options made available by the National Brand Licensing Guide between Aramark and Cooking Light. § The promotion focused on the Chicken Wrap with Mango Chutney

Mission Statement – Cadence Health n CDH is part of whose culture is defined by a deep commitment to provide compassionate care to every patient, every day

Mission Statement – Cadence Health n The mission of is: "To provide excellent, compassionate care for patients and their families, and to promote community health and wellness. "

Mission Statement – Cadence Health n Cadence values: n n n Health operates by the ICARE Integrity. We do what's right. Compassion. We are caring and kind to our patients, their families and each other. Accountability. We take ownership for our actions and commitments. Respect. We show consideration and treat everyone with dignity. Excellence. We are dedicated to providing outstanding, equitable care every time, with the highest standard of safety and quality. 1

Mission Statement – Aramark n The mission statement of “Deliver Experiences that Enrich and Nourish Lives. "

Business Objective #1 n Goal: Increase the sandwich recognition and health awareness of customers in the Café by providing samples of Cooking Light's proprietary sandwich recipe and displaying the Cooking Light promotional materials and nutritional information. n Objective: 50 customers will sample the Chicken Wrap with Mango Chutney on October 21 st, 2014 and be aware the recipe is healthy and sourced from Cooking Light magazine, a long-established health, nutrition and fitness authority.

Business Objective #2 n Goal: Increase sales by promoting Aramark's National Brand Licensing Agreement with Cooking Light, which provides access to proprietary recipes and promotional materials. n Objective: Increase the sales of the Chicken Wrap with Mango Chutney by 100 percent or to a total of six sandwiches as compared to the historical average daily sales figure on October 21, 2014.

Company Summary n Ownership structure of CDH changed twice in the past three years n In 2011, CDH merged with Delnor Hospital located in Geneva, IL, to form Cadence Health n In Sept 2014, Cadence Health merged with Northwestern Memorial Health. Care and will operate as Northwestern Medicine

Company Summary n At CDH, Aramark provides: n Retail Food Service n Patient Tray Service n Catering n Environmental Services n Cost Plus Contract n 5 -year contract n Expires: August 31, 2018 n Partnered for 15 years

Company Summary n Aramark Local Presence: n 130 client partners n 4, 500 employees n Edwards, Advocate, North. Shore & University of Chicago Medicine n Ararmark’s National Presence: n 1, 000 hospitals worldwide n FORTUNE Magazine’s “World’s Most Admired Outsourcing Companies” n Ethisphere Institute’s “World Most Ethical Companies”

Market Analysis n CDH is located in western suburbs of Chicago Metro Area n Winfield, Illinois n 2013 population: 9, 400 n Adjacent to Metra Union Pacific West line n Provides access to 19 communities from Chicago to Elburn

Market Analysis n Primary service area located in Du. Page County: n Winfield n West Chicago n Carol Stream n Glen Ellyn

Competition Caliendo’s n Caliendo's Restaurant and Bar n SWC Winfield and High Lake Road directly across from CDH n Locally owned n Serves: specialty sandwiches, burgers, wraps, Panini’s, Italian, pizza and desserts n Open: 11: 00 - 2: 00 am, seven days a week n $6. 00 lunch and dinner specials (dine-in only) offered Monday thru Friday from 11 am to 11 pm. n Price range: $7. 00 to $15. 00

Competition – Caliendo’s CDH Calando's

Competition Giagnorio’s Deli n Giagnorio's Deli n Located 0. 2 miles south of CDH along Winfield Road n Open: 11 am to 3 pm, Monday - Friday n Offers: soups, salads, sandwiches and desserts, heat and eat later menu n Prices: $4. 95 to $6. 95 for a sandwich, $3. 25 to $4. 50 for soup and $6. 50 for a salad. n Offers three daily soup/salad and sandwich combinations.

Competition – Giagnorio’s Deli CDH Giagnorio’s

Competition John’s Tavern n John's Restaurant and Tavern n Located at the southeast corner of Winfield and High Lake Road, just south of CDH n Provides an extensive menu: appetizers, deli sandwiches, burgers, entrees, soups, salads, Friday and Saturday night specials and a full service bar n Tradition in Winfield since 1921 n Sandwiches and burgers range from $7. 95 to $10. 95, soup from $2. 95 to $3. 95, salads from $8. 95 to $12. 95 and entrees from $10. 95 to $15. 95 n Open: 9: 00 am to 1: 00 am

Competition – John’s Tavern CDH John’s Tavern

Competition Pricing

SWOT Analysis S: Strengths W: Weaknesses O: Opportunities T: Threats

S Strength Offers variety Strength Lower Pricing Strength Convenient location Strength Strong managemen t Strength Limited competition Strength Pleasant dining environment

W Weaknesses Location on NW Side of Hospital Weaknesses Access to café could be confusing Weaknesses Same 4 -week cycle menu each month Temperature Weaknesses Number of employees Weaknesses Minimal Garbage

O Opportunities Improved use of marketing materials Changing customer tastes Expand Cooking Light options Opportunities

T Threats Limited Financial resources Threats Decreasing margins from raw food price increases or product shortages Threats Changes in economy which… Threats New competition within walking distance of CDH cause more CDH employees to bring meals from home or dine at competitive food establishments

Market Segmentation Classification of Cafe Patrons Informal Customer Demographic Survey at the Cafe at CDH Non-Medical Staff 51 Medical Staff 49 70 Female Male 30 Non-Hospital Employee 23 Hospital Employee 77 0 10 20 30 40 50 Percent 60 70 80 90

Target Market § 70% Female § Average Age: 40 yrs old § 80% Employees of CDH § Consistent with Cooking Light’s Consumers: § 83% Female § 25 to 54 years old

Marketing Strategy § Merchandising Strategy §Focus on quality & freshness §Sampling to create impulse buys

Marketing Mix § Product, Price, Place & Promotion § Product: Chicken Wrap with Mango Chutney

Marketing Mix § Price: $4. 95 § Place: The Café at CDH

Marketing Mix § Promotional Materials § Display Plate § Sampling during Promotional Event

Marketing Mix

Marketing Mix

Resources n Employee n n Resources Julie Brown, Retail Manager Rich Jirsa, Purchasing Manager Assembly Chef Dietetic Intern n Equipment n Resources Refrigerator, hotel pans, kitchen scale, #20 scoop, 4 oz spoodle, knife, spatula, cello wrappers and Cooking Light stickers

Resources n Food Resources 5. 5 x 8” naan bread n 2. 5 -oz grilled chicken breast, sliced n #20 scoop of mango chutney sauce n 4 -oz spoodle of spring lettuce salad mix n

Break Even Analysis for Chicken Wrap Sales Price per Wrap $4. 95 Resources Variable Costs Raw Food Cost Additional Associated Operating Costs Based on Total Cost Percentage of 30% {($4. 95 * 0. 30) - $1. 29} Total Variable Costs $1. 29 Food Indicated Profit per Wrap Fixed Costs Sample Packaging 50 2 -oz cups at $0. 013/each 50 2 -oz lids at $0. 011/each Cost of Sample Wraps = (6 @ $1. 29) Additional Labor for Sample Wraps and Excess Production above Par Levels = 30 minutes @ $10. 50/hr Labor for Employee Passing Samples = 30 minutes at $10. 50/hr Additional Promotional Materials Total Fixed Costs Break Even Point: ($20. 44/$3. 46) = $0. 20 $1. 49 $3. 46 $0. 65 $0. 55 $7. 74 $5. 25 $1. 00 $20. 44 5. 91 Wraps

Evaluation n Goal/Objective #1: Accomplished n n Goal/Objective #2: Accomplished n n Greater than 50 samples of the Chicken Wrap with Mango Chutney were distributed during the lunch hour on October 21, 2014 Sales of the Chicken Wrap with Mango Chutney were increased by 400 percent as compared to the daily historical sales figure on October 21, 2014 Promotional Event was successful and well received n Expanding the daily Cooking Light meal options is concluded to be reasonable and achievable