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Course: Health Sciences – Food Management Systems —————————————————————————————————- Reference: Author: payne-palacio, june Title: Foodservice Management Edition : 13TH 16 Publisher : PEARSON ISBN 13 : 9780133762754 Chapter 18 Marketing ——————————————————————————————————– Please help to produce power point presentation by answering the following ‘Market Analysis and Marketing Plan for Hospital Dining Room Revenue Enhancement’ using above said 1) the text book: ‘Author: payne-palacio, june Title: Foodservice Management Edition : 13TH 16 Publisher : PEARSON ISBN 13 : 9780133762754’ Chapter 18 Marketing 2) Hospital:Texas Health Mansfield 3) Franchise: Salata (Salad to Go) ASSIGNMENT: Marketing a Product Ch 18 Assignment – Market Analysis and Plan for New Revenue Stream Market Analysis and Marketing Plan for Hospital Dining Room Revenue Enhancement Objective: You will conduct a condensed market analysis and develop a simplified marketing plan to increase revenue for a hospital Cafe. You will also produce a budget for your marketing efforts and produce a presentation to communicate your plan effectively. Market Analysis Market Research: Identify one or two competing hospital dining facilities in the area. Investigate what they offer and note any apparent strengths or weaknesses. Revenue Stream Selection Choose Revenue Streams: Based on your preliminary market analysis, selected the following revenue stream to enhance the hospital dining room’s income which include grab-and-go meals i.e. salad-to-go for 7 days a week using Salata Franchising in Texas Health Mansfield 2300 Lone Star Road, Mansfield, TX 76063. Hospital information can be found in https://www.texashealth.org/-/media/Project/THR/shared/Documents/PDFs/Quick-Guides/Mansfield-Quick-Guide.pdf Justification: Explain why you chose the selected revenue stream, considering the hospital’s audience and the competitive landscape. Salata franchise (more info can be found in https://franchise.salata.com/) is chosen for Texas Health Hospital Mansfield as Salad to go was not there in Texas Health Hospital Mansfield Hospital information: Texas Health Hospital Mansfield Wi-Fi Complimentary Wi-Fi access is available. Visiting Hours Monday – Friday 5:45 a.m. – 8 p.m. Saturday – Sunday 8 a.m. – 8 p.m. Patients may receive visitors at any time (specialty units may have some variation). Please check with the nurse regarding specific unit hours and quiet time guidelines, or if you have any special needs or requests. Dining Options Mansfield Cafeteria – first floor, main hospital Monday – Friday Breakfast 7 a.m. – 9:30 a.m. Lunch 11 a.m. – 2 p.m. 1:37 Coffee Shop – first floor Monday – Friday 6:30 a.m. – 2:30 p.m. We Proudly Serve StarbucksSM Micro Market (Avenue C) Open 24/7 Grab-and-go options and microwavable items available. Chapel The chapel is located on the first floor of the hospital and is open 24/7. People of all faiths are welcome to use our Chapel. If you need a chaplain, please ask your nurse for assistance. Language Services Texas Health offers language assistance services to you at no cost. Please ask your care team for assistance. Tobacco-Free Policy All Texas Health campuses are tobacco-free (including e-cigarettes). This policy applies to all patients, employees, visitors and physicians on the medical staff. Nondiscrimination Statement Texas Health complies with applicable federal civil rights laws and does not discriminate on the basis of race, color, national origin, age, disability, or sex. How to Find Us Use your smartphone to scan the QR code to view our campus map. You may also view our campus map by visiting TexasHealth.org/qrthhmap. TexasHealth.org/Mansfield Texas Health Mansfield 2300 Lone Star Road Mansfield, TX 76063 817-293-9110 Admissions 817-568-4521 Pre-Registration 817-568-3265 Medical Records 682-341-5037 Pastoral Care 817-568-5508 Patient Advocate 817-551-2495 Scheduling 817-551-2787 Security 817-568-5563 Our Mission To extend the healing ministry of Christ Our Purpose Caring people, caring for incredible people ETHM0010 03/25 EPS Doctors on the medical staffs practice independently and are not employees or agents of Texas Health hospitals or Texas Health Resources. Free parking is available for all patients and visitors in lots surrounding Texas Health Mansfield. Valet services are unavailable until further notice. For more information, visit TexasHealth.org/Mansfield. Salata franchise (more info can be found in https://franchise.salata.com/) grow your success with us own the next salad kitchen At Salata, we empower people to fuel the lives they want to live—and that includes our franchisees. As a franchise owner, you have everything you need to reach your business goals while positively impacting the people and communities around you. Salata is a simple and profitable fast-casual dining experience with a proven operational system and business model that works. Our primary offerings include completely customizable salads and wraps as well as signature organic teas and lemonades through our Tea Taps. We’re also part of the fastest-growing segment in the restaurant industry with over 90 locations and counting. People eating at a Salata awards & nominations 2019 Fast Casual Top 100 logo 2020 Fast Casual Top 100 logo why salata profitable brand The Salata brand is well established and has proven to be profitable for our franchisees across the nation. seamless start Getting started, our home office team assists new Salata franchise owners in site selection, design, and construction. extensive training We provide thorough training to owners and employees to ensure quality and consistency across every salad kitchen. ongoing support Once established, ongoing support in operations, IT and marketing enables the success of each franchise to thrive. Visit The Salad Newsroom where we’re growing 2023 fast casual Top 100 movers & shakers We have over 90 salad kitchen locations nationwide, and with the recent launch of our new brand look and feel, that number is growing faster than ever these days. See where your marketplace fits on our projections map. Then take a look inside our fresh salad kitchen designs. locations. Take A Look Inside Current Locations – all of our locations across the nation Current Growth Markets – existing markets that need more salad kitchens Future Growth Markets – new markets we are looking into currently Houston, TX 31 Locations Los Angeles, CA 5 Locations Atlanta, GA 7 Locations Dallas Fort Worth 20 Locations Austin, TX 3 Locations Waco, TX 1 Locations San Antonio 4 Locations Lake Charles, LA 1 Locations Charlotte, NC 3 Locations *Size of density bubble represents number of locations what makes a great owner We’re looking for business-minded individuals who are passionate about what we’re doing as a company—people who are ready to grow with us. If you’re active in your community, understand the market you’re proposing for a Salata development, and believe in what our brand stands for, you’re right for the job. See Investment Details a picture of the food line at Salata our franchising process To get started, fill out the Franchise Request Form by clicking the “GET STARTED” button at the top of the page. The next steps once you’ve submitted are listed below. one initial call with salata We will discuss your interest, experience, and potential marketplace as well as answer any questions you may have. two franchise application Once your application has been submitted, you’ll review our Franchise Disclosure Document detailing the offering. three meeting with leadership You’ll be invited to meet with the leadership team in Houston, where you’ll learn more about our goals as a company. four franchise approval Once you’re approved as a franchisee and sign the necessary agreements, you’ll officially be a member of the Salata family. Get Started Revisit consent button Order Now Individual Order Catering Order Group Ordering get started with a fresh business Salad Bowl let’s produce this Complete the Franchise Request Form to get started. Once you’ve submitted the form, we’ll reach out to you with next steps. Franchise Request Form Contact Information First Name * Last Name * Street Address * City * State * Select a state Zip Code * Email Address * Phone Number * (555) 555-5555 How did you hear about us? * Menu Catering Our Story Contact Us Accessibility Newsroom Ingredients Gift Card Rewards Grow with Us Franchising Careers Blog Salata Home Office 16720 Park Row Dr Houston, TX 77084 Phone: (844) 725-2821 Download the Salata app today. Apple Store Google Play Store Give Your Inbox a Taste Lift Marketing Plan and Budget Marketing Strategies: Produce a simplified marketing plan for the chosen revenue stream. Include basic strategies such as social media promotion, flyers, and word-of-mouth referrals. Budget Planning: Allocate a budget for your marketing efforts. Research and estimate costs for each strategy (e.g., printing flyers, boosting social media posts). Presentation Preparation Presentation Outline: Develop a concise presentation outline that covers key aspects of your plan, including market analysis, revenue stream selection, marketing strategies, and budget. Presentation Practice: Rehearse your presentation to ensure a smooth and coherent delivery. Pay attention to time management and clarity. Presentation Guidelines: Length: Each you will have a maximum of 10 minutes to present their plan. Content: Address the key points: market analysis, revenue stream selection, marketing strategies, and budget allocation. Visuals: Use simple visuals (e.g., slides) to support your presentation. Q&A Session: Be prepared to answer questions from the instructor and your peers. Grading Criteria: Your project will be evaluated based on the following criteria: Market Analysis: Depth of understanding of the hospital dining room’s current situation. Revenue Stream Selection: Justification and relevance of the chosen revenue stream. Marketing Plan: Clarity and feasibility of marketing strategies. Budget Planning: Appropriateness of budget allocation. Presentation: Clarity, organization, and ability to convey your plan within the time limit. Citation of Sources: Proper citation of relevant sources providing credibility and transparency to the presentation. Grammar and Spelling: Professionalism and readability of the presentation and summary. Submission: Each one will submit a short-written report summarizing their analysis, plan, and budget along with their presentation materials. Marketing Analysis: A marketing analysis is a process of evaluating market conditions, customer preferences, competition, and other relevant factors to make informed decisions about marketing strategies and business opportunities. It involves gathering and interpreting data to understand the potential demand for a product or service, identify target audiences, and assess the feasibility and profitability of a business idea. Example of a Marketing Analysis: Adding a Sushi Bar to the Dining Room Market Research: Demographics: Analyze the hospital’s patient and visitor demographics. If a significant portion of the population prefers sushi or has dietary restrictions that make it a suitable option, it’s a positive indicator. Competitive Analysis: Identify other dining options in the hospital and nearby. Assess if there’s a gap for a sushi bar, and if there’s competition, determine what sets your sushi bar apart. Trends and Preferences: Conduct surveys or interviews with hospital stakeholders to gauge interest in sushi. Research local food trends to see if sushi is in demand. Projected Revenue: Assume the hospital has 1,000 visitors daily, and you expect 10% of them to order from the sushi bar. Daily Sales = 1,000 visitors x 10% = 100 customers Weekly Sales = 100 customers/day x 7 days = 700 customers/week Sample Food Costing: Calculate the cost of ingredients for a sushi roll, including rice, seaweed, fish, vegetables, and condiments. Assume the cost per roll is $3. Sales Pricing: Determine the selling price by considering the food cost, overhead (e.g., labor, utilities), and desired profit margin. If food cost per roll is $3, and you aim for a 30% profit margin: Selling Price = Food Cost / (1 – Desired Profit Margin) Selling Price = $3 / (1 – 0.30) Selling Price ≈ $4.29 per roll Budget Planning: Marketing Budget: Allocate funds for marketing efforts, such as creating flyers, advertising on social media, and offering opening promotions. Let’s say you allocate $500 for the initial marketing campaign. Staffing: Consider the cost of hiring sushi chefs or training existing staff. Budget $1,500/month for an additional chef. Equipment: Budget for sushi preparation equipment, such as rice cookers, sushi mats, and knives. Assume a one-time cost of $2,000. Ingredients: Estimate ongoing costs for ingredients based on projected sales. If you sell 700 rolls/week at $3/roll, that’s $2,100/week or $8,400/month. Total Budget: Add up all costs to determine the initial investment and monthly operating costs. Initial Investment = Marketing + Equipment = $500 + $2,000 = $2,500 Monthly Operating Costs = Staffing + Ingredients = $1,500 + $8,400 = $9,900 This marketing analysis provides an overview of the factors to consider when adding a sushi bar to the hospital dining room, including projected revenue, food costing, pricing strategy, and budget planning. It helps assess the viability and profitability of the sushi bar concept before implementation. Adjustments can be made based on more detailed research and specific circumstances. Sampe Marketing Plan for TCC Hospital Sushi Bar 1. Target Audience: Hospital Staff: Nurses, doctors, and administrative staff. Patients: Those with dietary preferences for sushi. Visitors: Friends and family of patients, as well as hospital visitors. 2. Branding and Positioning: Develop a unique brand identity for the sushi bar, emphasizing freshness, healthiness, and convenience. Position the sushi bar as a high-quality, affordable dining option within the hospital. 3. Marketing Strategies: a. Online Presence: Produce a dedicated website or section on the hospital’s website for the sushi bar. Establish active social media profiles (Facebook, Instagram, and Twitter) to showcase daily specials, menu items, and promotions. b. Social Media Advertising: Run targeted social media ads to reach hospital staff and visitors. Launch contests and giveaways to engage the audience and generate excitement. c. Email Marketing: Collect email addresses from interested customers and send out weekly newsletters with updates, promotions, and special offers. d. Menu Promotion: Display the sushi bar’s menu on the hospital’s digital screens, in patient rooms, and in high-traffic areas. Offer an online ordering system for patients to order sushi to their rooms. e. Loyalty Program: Introduce a loyalty program where customers earn points for each purchase, leading to discounts or free items. 4. Grand Opening Event: Plan a grand opening event with special promotions, discounts, and free samples to attract initial customers. Invite hospital staff, patients, and visitors to the event. 5. Partnerships: Collaborate with the hospital’s wellness department to promote the sushi bar as a healthy dining option. Partner with local businesses to offer joint promotions or catering services for hospital events. 6. Customer Feedback and Reviews: Encourage customers to leave reviews on platforms like Google My Business and Yelp. Actively respond to both positive and negative feedback to show you value customer opinions. 7. Monitoring and Evaluation: Regularly track sales, customer feedback, and social media engagement to assess the effectiveness of marketing strategies. Adjust your marketing plan based on performance metrics and customer preferences. 8. Budget Allocation: Allocate budget based on the priorities of your marketing plan. For instance: Social media advertising: $500/month Email marketing software: $50/month Grand opening event: $1,000 Loyalty program rewards: $300/month 9. Timeline: Produce a detailed timeline for executing marketing strategies, including specific launch dates for promotions, events, and social media campaigns. 10. Training and Staffing: Ensure that your sushi chefs and staff are knowledgeable about the menu, food safety, and customer service. 11. Sustainability and Health Focus: Emphasize the use of sustainable seafood and healthy sushi options to align with hospital values. 12. Safety Measures: Adhere to all safety and sanitation guidelines, especially in a healthcare setting.
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