Business Plan for Eldo Center Cafeteria at St John of Murdock Hospital in Perth, Australia

This business plan outlines the operations, management, product descriptions, resources and setup, marketing, and future campaigns for Eldo Center Cafeteria at St John of Murdock Hospital in Perth, Australia. The cafeteria serves quality food and beverages to patients, staff, and visitors. The menu is based on health considerations and nutritive value. The cafeteria aims to serve over 500 customers per day and increase the number of food items offered. Future campaigns include expanding the product line and increasing the daily schedule time to a 24-hour cafeteria.

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Business plan for an Eldo center Cafeteria, St John of Murdock Hospital in Perth, Australia
Presented by
Student affiliation
Supervisor
27th, May 2018

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Table of contents
Table of contents..............................................................................................................................2
Introductory.....................................................................................................................................3
Current business operations.............................................................................................................3
Management....................................................................................................................................4
Product descriptions.........................................................................................................................4
Resources and setup.........................................................................................................................4
Marketing.........................................................................................................................................5
Recommended future campaigns.....................................................................................................5
Recommendation on new idea.........................................................................................................6
Reference lists..................................................................................................................................7
Appendix i: Cafeteria types of menus.............................................................................................8
Appendix ii: Cafeteria set up...........................................................................................................9
Appendix iii: Eldo center Cafeteria set up.....................................................................................10

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INTRODUCTORY
Eldo center cafeteria is a registered commercial Cafeteria that serves customers’ needs found in
St John of Murdock Hospital in Perth, Australia (Shown in appendix ii). The Hospital deals with
Emergency response for patients center area. Its reputation is known in providing excellent
services as one of the private campus found in Western Australia. For a long time the hospital as
served clients located in southern regions. The customers consist of Patients visiting Eldo center,
staff from surrounding establishments, and new patients. Figure 1 shows the location of the
Cafeteria within the hospital premises.
Figure 1 Eldo center cafeteria
The commercial Cafeteria is to serve quality service based on food and beverage techniques,
skills and methods. The Cafeteria serves for tea break, lunch and 4’ o’clock tea. The customers
will not need to go far to down town to obtain favorite meals. Customers will be able to find their
favorite meals at convenient times and at affordable pricing (Armstrong, Adam, Denize &
Kotler, 2014 p.45). Provide alternative products and services different to that of our competitors
(Baker 2014, p.45).
Current business operations
The time of opening is between 7.00.am to 6.00.pm to serve all customer needs. By setting the
cafeteria the business intends to achieve the following objectives: It set a target to serve over 500
customers per day, and to increase the number of food items (basketry) offered to customers by
the end of six months.

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Management
The cafeteria is having the following management representatives: An independent director who
is the head and oversees the functions of the establishment. Cafeteria manager who is in charge
for daily functions, service of the customers, receipts of cash, ushering customers, keeping of
records and receipts. Other employees include Waiters who are in charge of serving customers
within the establishment, carrying out outside catering, helping in cleanliness, and helping in
food preparations and Chefs/cooks who facilitate preparation of foods, apportioning food, and
cleanliness; facilitate sourcing of raw materials/stock, stock management
Figure 1 Management structure
Product descriptions
The products offered consist of lean competitive menus suited with income of the customers
(attached in appendix i). The management team consults with the health staff on the menu to be
provided to the consumers. The menu for products include: breakfast/tea break, lunch time, four
o’clock tea. Products are cooked based on health related considerations and nutritive value
offered.
Resources and setup
A structure was constructed to hold 80-150 customers per sessions (shown in appendix iii). The
restaurant resources are divided between large and small equipments performing different
functions. It has Large equipment’s which are gas cookers, Jiko’s, fridge, blenders, electrical
kettles, microwaves, DE freezers, weighing scale, toaster, cake mixer, chaffing dishes. Small
equipment’s: Knives/chopping boards, pastry boards, rolling pins, knives (assorted), bowls,
Director
Cafeteria manager
Cooks /chef Waiters

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colanders, sieves, measuring jugs, spatula, frying pan, graters, basins, trays, platters, plates,
spoons, forks, and table clothes.
Marketing
Marketing function using branding, segmentation, advertisements and positioning is important to
ensure that the objectives of the cafeteria are achieved (Baker 2014, p.23). The Cafeteria
customer segment is specific customers directly or indirectly serving the hospital. Branding with
yellow hospital colors is supported with a bill board was created to show the direction of the
Cafeteria (Wirtz & Christopher, 2016 p.45). Small leave lefts are drafted and circulated to
different customer locations within the environment. The use of social media is used to attract
customers and creating awareness (Wu, Shwu-Ing & Ting-Ru 2014 p.45). The Cafeteria is
focused on producing quality traditional foods that other competitors are not producing
(Schlegelmilch 2013, p.56). The unique way of serving the customers using well packed food
disposable tins makes the Cafeteria to be competitive creating a position in the market. Food is
charged based on cost-margin method of pricing to ensure profits are generated and customers
are not charged more. An external independent auditor/accountant visits the premises to check
the various books of accounts.
Recommended future campaigns
The future of the Cafeteria is to ensure it grows and offer variety of products within and outside
St John of Murdock Hospital in Perth, Australia (Moriarty, Mitchell, Nelly, Wells & Spence,
2014, p.23). The business will focus in providing event grounds for parties and other occasions.
The hotel management plans is to develop a website that will describe products offered by the
Cafeteria. The website will be linked with the hospital. Currently the Cafeteria does not have a
Cafeteria websites operating independently. The Cafeteria uses Facebook platform to advertise
products but more will be done with other social media’s and hiring a social media specialists to
manage the needs. A sales person will be employed to directly use public relations and obtain
feedback from the customers. The future campaign is to facilitate growth the market share and
maintain loyalty of its customers.

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Recommendation on new idea
The management of the Eldo center Cafeteria and main stakeholder St John of Murdock Hospital
in Perth is planning to upgrade its product line extension and customer channel. The need to
upgrade is prompted by increasing number of customers vising the premises and retaining
customers. The recommendations include: Increasing the variety of food products offered and
increasing the daily schedule time to a 24 hour Cafeteria. There are customers located externally
who need to be served within their own establishment. For those customers an outside catering
method will be employed consisting of using good disposable packaged food products.

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Reference lists
Armstrong, G., Adam, S., Denize, S., & Kotler, P., 2014. Principles of marketing. Stenburg :
Pearson Australia.
Baker, M., 2014. Marketing strategy and management. New York: Palgrave Macmillan .
Baker, M. J., 2014. Marketing strategy and management in hospitality industry. Atlanta:
Palgrave Macmillan.
Moriarty, S., Mitchell, Nelly. D., Wells, C., B & Spence, S., 2014. Advertising: principles and
practice. Strowburg: Pearson Australia.
Schlegelmilch, B., 2013. Global Marketing Strategy. New York: Springer International
Publishing:.
Wirtz, J and Christopher, L., 2016. Services marketing: people, technology, strategy in hotel
management. Journal of historical review, 12-14.
Wu, Shwu-Ing, and Ting-Ru, L., 2014. "The influence of relational bonds and innovative
marketing on consumer perception-A study of theme parks. Journal of Management and
Strategy , 54.
St John of Murdock Hospital in Perth, Australia. Retrieved on 24/05/2018 from:
https://www.sjog.org.au/our-locations/st-john-of-god-murdoch-hospital

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Appendix i: Cafeteria types of menus

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Appendix ii: Cafeteria set up
The cafeteria is located near P2

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Appendix iii: Eldo center Cafeteria set up