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Mediterranean Day at UCMC Garden Cafe. Upper Chesapeake Medical Center April 23, 2013 Angela Gasbarre ARAMARK Dietetic Internship. Statement of Purpose. - PowerPoint PPT Presentation
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Mediterranean Day at Mediterranean Day at UCMC Garden CafeUCMC Garden Cafe
Upper Chesapeake Medical CenterUpper Chesapeake Medical CenterApril 23, 2013April 23, 2013Angela GasbarreAngela GasbarreARAMARK Dietetic InternshipARAMARK Dietetic Internship
Statement of PurposeStatement of Purpose
The purpose of the theme day The purpose of the theme day “Mediterranean Day at UCMC Garden Café” “Mediterranean Day at UCMC Garden Café” was to provide the Upper Chesapeake was to provide the Upper Chesapeake Medical Center (UCMC) customers with dining Medical Center (UCMC) customers with dining options that were different, fun, and possibly options that were different, fun, and possibly new to them.new to them.
While implementing the theme day, we While implementing the theme day, we looked to increase net profit, customer count, looked to increase net profit, customer count, and customer satisfaction.and customer satisfaction.
Mission StatementsMission Statements
ARAMARK UCMC
• We are a professional services organization dedicated to excellence.
• We develop and sustain our leadership position by engaging and supporting our most valuable and differentiated assets; the competence, commitment and creativity of our people.
• We provide world-class experiences, environments and outcomes for our clients and customers by developing relationships based on service excellence, partnership and mutual understanding…
• Upper Chesapeake Health is dedicated to maintaining and improving the health of the people in its communities through an integrated health delivery system that provides high quality care to all.
• Upper Chesapeake Health is committed to service excellence as it offers a broad range of healthcare services, technology and facilities.
• It will work collaboratively with its communities and other health organizations to serve as a resource for health promotion and education.
Business ObjectivesBusiness Objectives
1.1. The Garden Café will increase net sales of the The Garden Café will increase net sales of the home-style station by 5% from the average of the home-style station by 5% from the average of the previous three Tuesdays, for lunch and dinner previous three Tuesdays, for lunch and dinner combined.combined.
2.2. The Garden Café will increase the customer count The Garden Café will increase the customer count by 8% from the average of the previous three by 8% from the average of the previous three Tuesdays, for lunch and dinner combined. Tuesdays, for lunch and dinner combined.
3.3. The Garden Café will increase the “Overall dining The Garden Café will increase the “Overall dining experience scores” by 1 point from the pre-survey experience scores” by 1 point from the pre-survey completed on the Tuesday prior to the theme day completed on the Tuesday prior to the theme day service.service.
Company SummaryCompany Summary
Market AnalysisMarket Analysis
SWOT AnalysisSWOT Analysis
Internal ExternalStr
ength
sO
pportu
nitie
sTh
reats
Weakn
ess
es
Market Segmentation Market Segmentation and Target Marketand Target Market
Upper Chesapeake Medical Center resides in Bel Upper Chesapeake Medical Center resides in Bel Air, MD, Harford County, as part of the University Air, MD, Harford County, as part of the University of Maryland Medical System. of Maryland Medical System.
The majority is the Garden Café customers are The majority is the Garden Café customers are white, with a mix of African American, Middle white, with a mix of African American, Middle Eastern, and Hispanic populations. Eastern, and Hispanic populations.
Overall, the current menu and services match the Overall, the current menu and services match the majority of the demographic of this particular majority of the demographic of this particular ARAMARK account.ARAMARK account.
About 75% of the customers served at UCMC About 75% of the customers served at UCMC Garden Café are employees.Garden Café are employees.
Marketing StrategyMarketing Strategy
Resource OverviewResource Overview
EmployeeEmployee Ingredient Control, Chef, ServersIngredient Control, Chef, Servers
EquipmentEquipment Storage, Production, ServiceStorage, Production, Service
Food Food Sysco, KeaneySysco, Keaney
FinancialFinancial Next Slide…Next Slide…
FinancialsFinancialsGyro PitaGyro Pita
Evaluation of ObjectivesEvaluation of Objectives
Success!
Opportunities for Opportunities for ImprovementImprovement
If the Mediterranean Day at UCMC If the Mediterranean Day at UCMC Garden Café were to be done again…Garden Café were to be done again…Familiarity may make it more successfulFamiliarity may make it more successful
Forecast using previous experience with Forecast using previous experience with menu itemsmenu items
Customers more acceptingCustomers more accepting Word of mouthWord of mouth
Have a promotional price for specialty itemHave a promotional price for specialty itemSubstituting not-so-popular items for better Substituting not-so-popular items for better
accepted itemsaccepted items ex: Falafel Pita and Moroccan Vegetables ex: Falafel Pita and Moroccan Vegetables
Chicken Kabobs and Roasted VegetablesChicken Kabobs and Roasted Vegetables
ResourcesResources
Our Business Purpose. About ARAMARK. Our Business Purpose. About ARAMARK. Accessed April 8, 2013. Accessed April 8, 2013. http://www.aramark.com/aboutaramark/businhttp://www.aramark.com/aboutaramark/businesspurpose/. esspurpose/.
Mission, Vision, and Values. About Us. Upper Mission, Vision, and Values. About Us. Upper Chesapeake Health. Accessed April 8, 2013. Chesapeake Health. Accessed April 8, 2013. http://www.uchs.org/?http://www.uchs.org/?section=about&page=mission.section=about&page=mission.