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Mediterranean Day at UCMC Garden Cafe

Mediterranean Day at UCMC Garden Cafe. Upper Chesapeake Medical Center April 23, 2013 Angela Gasbarre ARAMARK Dietetic Internship. Statement of Purpose.

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Mediterranean Day at UCMC Garden Cafe

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  1. Mediterranean Day at UCMC Garden Cafe Upper Chesapeake Medical Center April 23, 2013 Angela Gasbarre ARAMARK Dietetic Internship

  2. Statement of Purpose • The purpose of the theme day “Mediterranean Day at UCMC Garden Café” was to provide the Upper Chesapeake Medical Center (UCMC) customers with dining options that were different, fun, and possibly new to them. • While implementing the theme day, we looked to increase net profit, customer count, and customer satisfaction.

  3. Mission Statements

  4. Business Objectives • The Garden Café will increase net sales of the home-style station by 5% from the average of the previous three Tuesdays, for lunch and dinner combined. • The Garden Café will increase the customer count by 8% from the average of the previous three Tuesdays, for lunch and dinner combined. • The Garden Café will increase the “Overall dining experience scores” by 1 point from the pre-survey completed on the Tuesday prior to the theme day service.

  5. Company Summary

  6. Market Analysis

  7. SWOT Analysis Internal External Strengths Opportunities Weaknesses Threats

  8. Market Segmentation and Target Market • Upper Chesapeake Medical Center resides in Bel Air, MD, Harford County, as part of the University of Maryland Medical System. • The majority is the Garden Café customers are white, with a mix of African American, Middle Eastern, and Hispanic populations. • Overall, the current menu and services match the majority of the demographic of this particular ARAMARK account. • About 75% of the customers served at UCMC Garden Café are employees.

  9. Marketing Strategy

  10. Resource Overview • Employee • Ingredient Control, Chef, Servers • Equipment • Storage, Production, Service • Food • Sysco, Keaney • Financial • Next Slide…

  11. FinancialsGyro Pita

  12. Evaluation of Objectives Success!

  13. Opportunities for Improvement • If the Mediterranean Day at UCMC Garden Café were to be done again… • Familiarity may make it more successful • Forecast using previous experience with menu items • Customers more accepting • Word of mouth • Have a promotional price for specialty item • Substituting not-so-popular items for better accepted items • ex: Falafel Pita and Moroccan Vegetables  Chicken Kabobs and Roasted Vegetables

  14. Resources • Our Business Purpose. About ARAMARK. Accessed April 8, 2013. http://www.aramark.com/aboutaramark/businesspurpose/. • Mission, Vision, and Values. About Us. Upper Chesapeake Health. Accessed April 8, 2013. http://www.uchs.org/?section=about&page=mission.

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