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Reaching financial success in the foodservice department while improving student and employee satisfaction through enhanced food quality and safety

A proposal for IMG Academy 5500 34th st W Bradenton, FL 34210

Carolina Arango and Student Partner

Proposal Overview Introduction Proposed solution Financial needs Introduction IMG Academy is renowned for providing young student athletes with high quality sports training and superior education. Currently, the food service department is not meeting the budget, and food safety principles need to be employed among employees. This proposal has been designed to help IMG Academy understand the benefits of hiring a food service consultant in order to develop an organized plan to employ guidelines and regulations that will allow the food service department to achieve financial success while employing food safety protocols and meeting the students expectations. Proposed solutions Before determining what changes need to be implemented, the food service consultant will gather information from the campus; including, but not limited to:

On-site research to assess facilities

Conduct overview of operation Gather information on student and faculty populations Identify type of work flow that currently exists Perform customer satisfaction studies & plate waste studies

The following are the areas which the food service consultant expects to improve: Kitchen Equipment Catalog all existing equipment Assess the equipments existing condition Assess the remaining useful life Recommend refurbishment and/or replacement for items out of service Estimate replacement costs

Budget & Costing Discuss financial needs Evaluation of current budget, cost control programs Labor cost analysis Recommend labor and staffing plans Create a 5-year, capital-budgeting financial model

Kitchen Safety Identify violations related to Florida heath codes Recommend cleaning & maintenance practices Provide training to kitchen staff and managers to adhere to safety, sanitation, and production codes

Cost Savings Develop recipe library Provide training to employees for quality assurance Recipe Costing Associate training Assess & recommend strategies to improve record keeping and inventory procedures

Staff & Management Training Manuals & Training materials Safety and sanitation training programs Quality service assurance programs

Marketing Market research Marketing support including web advertising Development of marketing programs

Organization Set goals & priorities for areas that need to be monitored and improved Provide comprehensive report with all data & recommendations Establish possible resources, people & processes required to implement changes Help implement improvements To develop standardized recipes Establish portion sizes

Financial needs Employing a food service consultant means there will be substantial initial costs. However, these costs are expected to be recouped within the first year after employment of the guidelines and the marketing plan. Proper preparation, development, presentation, implementation, and evaluation are required for the consulting process to be a success. The following table estimates the costs associated with each stage of the process. Hours Required Preparation Stage Gather information 20 HR Cost $1000

Tour of kitchen Tour of IMG Academy Evaluate facility Evaluate financial records Customer Satisfaction Surveys Waste study Meetings IMG Academy Director Administration & Board members Food Service Staff Teachers, other IMG staff Parents Travel Expenses (4 days, 4 nights) Airfare Car rental Hotel room Food Development Stage Produce IMG Academy package Presentation Stage Presentation of IMG academy package IMG Academy Director Administration & Board members Food Service Staff Teachers, other IMG staff Parents Feedback sessions Food Service Manager Administration & Board members Food Service Staff Teachers, other IMG staff Parents Travel Expenses (3 days, 2 nights) Airfare Car rental Hotel Room Food Implementation Stage Kitchen Implementation Teach how to standardize recipes Train staff on safety issues Train staff on how to cook from standardized recipes Walk through inventory Train on how to keep inventory Food costs Marketing Twitter/facebook

2 HR 2 HR 4 HR 4 HR 4 HR 4 HR 12 HR 3 HR 3 HR 2 HR 2 HR 2 HR

$600

$1780 $850 $400 $95/night $50/day 160 HR 7 HR 2 HR 2 HR 1 HR 1 HR 1 HR 7 HR 2 HR 2 HR 1 HR 1 HR 1 HR $8000 $350

$350

$1590 $850 $400 $95/night $50/day 32 HR $1600

Travel Expenses (4 days, 4 nights) Airfare Car Rental Hotel Room Food Evaluation Gather Information Meeting with IMG Academy Director Travel Expenses (4 days, 4 nights) Airfare Car Rental Hotel Room Food TOTAL FOOD SERVICE CONSULTANT COST

32 HR

$1780 $850 $400 $95/night $50/day $1600

270 HR

$1780 $850 $400 $95/night $50/day $20,430

Profits from the suggested marketing plan should surpass the required costs within the first year. Students 300 (50%) Cost $100.00/session Sessions 3/week Total Revenue $90,000

The financial breakdown above states that even though initial costs of employing a food service consultant will be high, the revenue expected to be met from the marketing program with the dietitian is expected to surpass startup costs. SWOT Strengths Employing a food service consultant will: o Facilitate the implementation of standardized recipes o Facilitate the implementation of food safety guidelines o Improve organization in the department o Help execute an adequate plan to meet budget demands o Help train foodservice staff

Weaknesses Employing a food service consultant will be costly at first Costs to employ a foodservice consultant will include direct fees as well as making the recommended changes There are budget restrains that are expected to be met by the department

Opportunities The employment of a food service consultant will help develop organization across the department Food service consultant can help create sponsorship opportunities Food service consultant can help develop marketing strategies and to meet budget demands

Threats Foodservice staff might be unwilling to listen to the directions of an unfamiliar consultant The employing of proposed changes may be require a surplus of time and money If the staff is reluctant to accept and follow newly established guidelines on safety and standardized recipes

Marketing Proposal

Marketing Strategy The following marketing plan is designed to provide income to the nutritional department in order to balance expenses and earnings. The proposed plan will be conducted by the dietitian where student athletes sign up for an entire program that will help them reach the ideal weight for their body type and sport in order to optimize their performance. At IMG, there are many sports that are practiced, including tennis, golf, baseball, basketball, lacrosse, soccer, and football, each of which requires a particular body type for optimal success. Therefore, the following proposal is that of developing a dietitian run program called Reach your most favorable weight for your best performance! The program will consist of a series of individual consultations where students will receive assessments on anthropometrics, current diet and nutritional status, recommendations on supplementation, a basic cooking course, and instructions on properly reading product labels. The entire program is designed to help athletes reach their best physique to provide them with increased energy and higher performance levels. Initial consult at 50% followed by packages that each student signs up for. Achievement of end results will vary, as each student is unique and has different needs and will therefore have different results. Success will be measured on an individual basis. Due to these personal differences, the number of sessions necessary for each student cannot be guaranteed ahead of time. However, it can be guaranteed the student will see an improvement if he employs the dietitians recommendations. Mission Statement To provide delicious meals with adequate hydration and fuel to meet the needs of academically and athletically driven students through a food service facility that values food safety, customer service, and satisfaction of both its employees and the students of IMG Academy.

Bringing in more income to the nutrition department will allow the above goals to be fulfilled. Target Market Target audience: 10-17 year old culturally diverse student-athletes Where they can be found: already living at IMG Academy, throughout the world What they value as important: performing their best athletically, staying physically fit, maintaining adequate nutrition for optimal performance What they are worried about: loosing too much weight, not getting adequate nutrition, becoming ill, being unable to perform properly in their matches What they need right now: education on what athletes need for optimal performance, education on foods appropriate for before/after training, education on which foods to consume for best performance, cooking classes, proper nutrition (kcal, protein, CHO, fat) for optimal performance Competitive Analysis The following are some of the competitors IMG Academy currently faces: http://www.ussa.edu/, http://www.grandesportsacademy.com/academy/, http://www.usasportsacademy.com/, http://www.usamartinez.com/ Unique Selling Proposition Many of the other sport academies in the US do not place an emphasis on the important role nutrition plays on a young athlete. On the other hand, explaining how inadequate nutrient and supplement intake can in fact inhibit the students performance needs to be emphasized, as this program will assess each students individual needs and make sure they only supplement if necessary. Making sure that IMG addresses this importance and explains how they teach their young students to reach their optimal weight, and consume adequate nutrition for their best performance will make IMG stand out from the rest. Well-off parents are willing to pay what is necessary to help their child increase their odds at making it professionally. Making these parents see the importance of nutrition, and what this program will do for their student will make them want to send their student to IMG and will make them want to enroll them in the dietitians program. Pricing Strategy Currently, consults with a sports dietitian range from $520 for ten 1-hour consults (http://www.coachtroy.com/products/item120.cfm) to $210 for a 1.5-hour sessions (http://www.nancyclarkrd.com/counseling/index.asp). Because it is important that athletes at IMG perform at their best, the programs costs will be a reasonable $50 dollars a consult or a package of 5 sessions for $225; considering all 170 students enroll, thats $38,250; 50% of the students will still give a yield of $19,125. Promotional Plan Initially, a seminar will be held to inform students on the new program with the intent to motivate them and tell their parents they want to join. Additionally, letters explaining the program and

programs benefits will be sent to each parent in order to fully disclose steps and expectations through completion of the process An initial trial package of only $200 for the initial five sessions will be offered, where there are guaranteed results. The program will be fully described under the websites about section. Also sthe program will be advertised through FB, Twitter, YouTube, Flicker, Pinterest, Google+, all of which IMG already takes part in. Social Media Plan Advertise new Reach your most favorable weight for your best performance! program. IMG can be followed at @IMGAcademy and accessed at https://www.facebook.com/IMGAcademy . Pertinent hash tags for this topic can be: #mostfavorableweight #bestperformance #dietitian #healthy #supplements #nutrition #beyourbest #truth. Through YouTube , a video describing the seminar steps 1)consultation 2)anthropometrics 3)diet assessment 4)nutritional status 5)recommendations 6)understanding product labels 7)applying them to your day to day (includes cooking lessons) will be uploaded. This video will also be posted on the IMG website. Marketing Budget Social media is an inexpensive way to advertise. Money will be necessary to mail out letters to parents. The seminar will be held and it will provide the students and parents who attend with light refreshments. These startup costs should not be too high. A temporary worker can be hired for the task of posting advertisements on FB, Twitter, Flicker and Pinterest. There will be also be small budget necessary to film the video which will be posted on YouTube and on the IMG website. Action List Task list: Metrics Keep track of how many students enroll in the program Create excel database of income and expenses that are taking place to make the program happen Determine what the program will offer Determine what the budget is Post plan on social media Write out letters to parents Set up date for seminar Host seminar Enroll students Begin program Demonstrate and keep record of results Display results on future advertisements of the program

Make sure that income exceeds expenses After students become enrolled and they see results, best advertisement will be word of mouth

SWOT Strengths

Employing a food service consultant will: o Facilitate the implementation of standardized recipes o Facilitate the implementation of food safety guidelines o Improve organization in the department o Help execute an adequate plan to meet budget demands o Help train foodservice staff IMG students travel from all over the world to attend the prestigious academy and their parents are willing to invest in their future Students and parents desire food options that have higher nutrition Students and parents want a greater variety of quality options Developing standardized recipes helps reduce food costs Developing standardized recipes helps lessen waste Establishing food safety guidelines will prevent food borne illnesses Training foodservice staff will help them follow guidelines adequately in order to fulfill current goals Foodservice staff is expected to work cooperatively as they have expressed an interest in learning how they can help improving nutrition quality of food offerings at IMG Students surveys indicated positive customer service from the cafeteria staff

Weaknesses

Employing a food service consultant will be costly at first Costs to employ a foodservice consultant will include direct fees as well as making the recommended changes Food service is currently not appropriately trained to carry out tasks optimally Staff will require training on standardized recipe development and implementation Staff will require training on following food safety guidelines Initial implementation of standardized recipes and food safety guidelines will be costly The process to implement standardized recipes is labor intense There are budget restrains that are expected to be met by the department

Opportunities

The employment of a food service consultant will help develop organization across the department

Employing food safety guidelines will provide secure options for the students Partnership with sponsors to lighten budget restrains Presenting in-services to staff will help educate them recipe standardization, food safety, nutrition, temperature control, and cultural variety Making a connection between the nutrition department and the foodservice department will allow for more nutritionally adequate meals to be offered to students Marketing the incorporation of superior nutrition through higher quality options will add appeal to the academy

Threats

Foodservice staff might be unwilling to listen to the directions of an unfamiliar consultant The employing of in-services will take away time from food related tasks If sponsors are not obtained, using higher quality products will increase costs, making it difficult to meet budget demands If the staff is reluctant to accept and follow newly established guidelines on safety and standardized recipes

IMG Menu Proposal

Menu for Week 1, Tuesday

Current Lunch Parmesan chicken Tilapia with tomato and black olives Whole wheat pasta with red peppers White rice Peas and carrots Dinner Tacos Chicken and beef Spanish rice Roasted potatoes with paprika Cauliflower

Suggested Lunch Meat Loaf Soy-glazed baked tilapia Garlic whole wheat pasta Mashed potatoes Balsamic roasted carrots Dinner Corn and pepper quesadilla Indian tandoori chicken Latin black beans and rice Sweet potato fries Baked tomatoes

The newer menu is based off the old one, but has incorporated more basic and more culturally diverse options, featuring Mexican, Latin, American, Indian, Italian and Asian influences. The recipes are simple, with minimal ingredients and thorough instructions, allowing even the most inexperienced of

workers to follow them after basic training. Standardized recipes have been created. These reflect the portion sizes recommended by the government. The current menu is estimated at $3.38 per person per day, $0.18 over the desired budget. This is due to the fact that we want to offer the students the best ingredients possible, and the widest variety, while trying to maintain costs within a reasonable price. With the possibility of sponsors, food costs could substantially be reduced. However, because IMG students are athletes, they may require a higher amount of calories, carbohydrates, protein and fats than average teens. Because of this, the athletes may be choosing more than one protein option at each meal, at which point the budget would not be met. The standardized recipes were developed to make 100 servings. Assuming 170 students eat at the Jr. Cafeteria at lunch and dinner, this would make 200 servings total, allowing for at most 30 students at each meal to get seconds while still meeting budget requirements.

Analyzing Week Ones Menu Each days meals offer a variety of proteins, carbohydrates, and vegetables which are cooked in fat. Protein portions are varied, including beef, chicken, pork, and fish. Most of the meals offer a variety of colors. For example, Mondays lunch included brown beef, red tomatoes, white potatoes, and green broccoli. The other days offer similar options, incorporating a variety of colors in each meal. Cooking styles varied. Monday at lunch, they offered roasted, boiled, and steamed choices. However, Tuesday, for dinner, they offered two baked options, limiting the variety of that nights menu. The different textures of chewy meats, soft steamed vegetables and potatoes, creamy sauces, and grainy rice, were offered throughout the meals. However, unless the roasted potatoes are crispy and the taco shells crunchy, there is a lack of these textures among the menu items. Flavor combinations of this weeks menu are extensive. International choices are combined in order to offer a variety. Strong flavored foods are like broccoli and cauliflower are accompanied by the milder flavors of rice, chicken, and potatoes. Sizes and shapes of each meal vary- Whole fillets are accompanied by diced potatoes, grainy rice, or pasta
Overall, the menu incorporates a variety of food choices, colors, textures, flavors, and sizes. Nevertheless, food item names could be elaborated on, and descriptive words should be included in order to give a better overall feel for what is being offered. For instance, green beans is vague, are these green beans sauted? Steamed? Raw? The use of descriptive verbiage improves the appeal of the items. Other cooking techniques could be further expanded on such as marinated, creamed, scalloped and so on.

Serving utensils

Serving utensils have been recommended for each standardized recipe. Two color coded spoodles were recommended, a 4oz and an 8 oz, as well as two color coded serving spoons of equal sizes. The rationality behind this is that the color coded handles and the fact that the two sizes vary greatly, will prevent employees from easily confusing the two. Food items such as proteins are ordered in the size that will match the recipe portion. Therefore, these items can be served with a stainless steel spatula if soft, or tongs if harder.

Daily Nutrient Intake

The following nutrient intake is was calculated assuming each student chose one vegetable serving, 1 serving of each side and one of main entree options at both lunch and dinner. The main entree nutrition was calculated averaging the nutrition of the four entrees offered.

Total calories for the day: 1310 kcal Total carbohydrates for the day: 136 grams Total protein for the day: 66 grams Total fat for the day: 50.95 grams Total cholesterol for the day: 170 mg Total sodium for the day: 2785 mg Total fiber for the day: 17.5 grams Total iron for the day: 8 mg Total Calcium for the day: 398.5 mg

(2) The amounts above reflect only lunch and dinner, at the recommended amounts. However, it is important to note that this is not all the nutrition the young athletes will be receiving. Breakfast and inbetween snacks are expected to meet the remaining needs. For example, the above menu is only 42% carbohydrate, but it is expected that with fruits, starchy breakfast items, and between meals food and drinks, this will be increased to at least the 50% recommended for young competitive athletes. Fat is an important nutrient because it is the source of fuel after long hours of training. The above menu contains 35% fat, which once again, is expected to decrease to the recommended 30% as carbohydrate calories increase. Protein recommendations vary per athlete, as they take into consideration their body weight. According to the US Anti-Doping Agency, endurance athletes should consume 0.54-0.64 grams of protein per pound of body weight (2). Proteins are necessary for muscle building and carry out many other necessary functions in the body, therefore, the young athletes must consume enough calories from carbohydrates and fat to avoid using proteins as a source of energy.

Menu extensions

Low fat: A low fat diets fat content needs to be less than 30% of total calories. In this case, the House menu has an average of 1310 calories for lunch and dinner, 459 from fat (35%), and 170 mg of cholesterol (below the maximum 300mg/day). In this case, to make a low fat menu, calories from fat need to be below 393. The table below indicates ingredient substitutions that can be made in order to create a low-fat menu extension of the House menu.

Menu Item Meat Loaf Soy-glazed baked tilapia Garlic whole wheat pasta Mashed potatoes

Current Ingredient Whole milk Olive oil Olive oil Whole milk, butter

Change to Skim milk, 1% milk Can reduce amount Can reduce amount Skim milk, 1% milk, olive oil Can reduce amount Low-fat, part-skim, or fat-free cheeses

Benefits Reduced fat Reduced fat Reduced fat Reduced fat, increased MUFA (healthy fats) Reduced fat Reduced fat

Balsamic roasted carrots Corn and pepper quesadilla Indian tandoori

Olive oil Whole fat cheese Uses fat-free yogurt

chicken Latin black beans and rice Sweet potato fries

Vegetable oil Fried in vegetable oil

Olive oil Spray with olive oil and bake

Baked tomatoes

Olive oil

Can reduce amount

Increased MUFA (healthy fats) Increased MUFA (healthy fats), less overall fat from baking Reduced fat

Diabetic: Diabetics are recommended no to consume no more than 45-60 grams of carbohydrate per meal in order to control blood glucose levels (1). Carbohydrates are mainly found in starchy foods, fruits, juices, milk, yogurt, legumes, and sweets. The following table shows the amounts of carbohydrates in each of the menu items for lunch and dinner. This should be posted where it is visible in order for diabetics to know which choices they should make. A workshop can be offered to diabetic students where they are taught how to use the method of carbohydrate counting. For example, in order to keep their carbohydrate consumption under control at lunch, the student can consume a serving of the meat loaf (9g), 2 servings of pasta (38g) and 1 serving of carrots (6g), leaving them at 53g for that meal. At this point, the student would know not to consume fruits right after the meal, as that would go over the 60 grams recommended and blood glucose levels could spike. The exact amount of grams a diabetic should consume per meal is very individualized, so each student needs to know their body and understand its needs.

Lunch Meat Loaf Soy-glazed baked tilapia Garlic whole wheat pasta Mashed potatoes Balsamic roasted carrots Dinner Corn and pepper quesadilla Indian tandoori chicken Latin black beans and rice Sweet potato fries Baked tomatoes

Carbohydrate Amounts 9g 1g 19 g 18 g 6g 50 g 4g 33 g 22 g 6g

Puree: Puree diets are often used in hospitals for patients with swallowing difficulties due to dysphagia, stroke, and other conditions. However, at IMG Academy, puree diets are offered for those students with jaw fractures. Because the puree diet is not very appealing, it is very unlikely that these students would be willing to follow it. Since these students are highly active athletes, it is important they consume enough calories and protein to not only stay in shape but to also keep them performing their best. The following table shows offerings that can help these students get their nutrition in when they are unable to eat the House diet.

Lunch Meat Loaf

Soy-glazed baked tilapia

Garlic whole wheat pasta Mashed potatoes Balsamic roasted carrots Dinner Corn and pepper quesadilla Indian tandoori chicken Latin black beans and rice Sweet potato fries

Puree Alternative Depending on how bad the injury, meat loaf might be soft enough- if not offer whole milk ice cream Depending on how bad the injury, student might be able to eat flaky fish- if not, offer whole milk ice cream Substitute with mashed potatoes- add scoop of BiPro protein isolate May be consumed due to texture- add scoop of BiPro protein isolate Substitute with a veggie smoothie or vegetable soup with BiPro Protein isolate Substitute with whole milk ice cream Substitute with whole milk ice cream Substitute with mashed potatoes- add scoop of BiPro protein isolate Substitute with mashed potatoes Substitute with mashed potatoes- add scoop of BiPro protein isolate Substitute with a veggie smoothie or vegetable soup with BiPro Protein isolate

Baked tomatoes

The following are recipes that use BiPro and may be used in the puree diet, as well as incorporated into the daily menu to increase the students protein intake. These, and other recipes can be accessed at http://www.biprousa.com/recipes.

Cilantro and BiPro can be added to the sour cream to make a Cilantro Cream to serve with the quesadillas.

Recipe- 2 servings; as topping (4)

cup sour cream, reduced fat cup BiPro Whey Protein Isolate cup cilantro, fresh, chopped Mix all ingredients in a bowl. Serve. An Avocado Smoothie is a great way to incorporate some healthy fats into the menu. Recipe- 1 serving (4) avocado, ripe, medium 1 tbsp sweetened condensed milk, honey, or sugar cup skim milk 1 cup ice cubes cup BiPro, natural unflavored Blend all ingredients until smooth. Serve. A Potato Salad can be substituted for one of the current sides. Recipe- 12 servings (4) 1 cups Mayonnaise, reduced fat cup BiPro Whey Protein, natural unflavored 1 Tbsp White Vinegar 1 Tbsp Mustard 1 tsp Salt tsp Pepper 6 cups Potatoes, cooked, diced 1 cup Celery, chopped cup Onion, chopped 4 Hard Boiled Eggs, chopped Mix mayonnaise, BiPro Whey Protein, vinegar, mustard, salt and pepper in a large bowl. Add potatoes, celery, onion and eggs. Refrigerate and serve.

A Cream of Broccoli Soup can be added as a vegetable sides. Recipe -8 yields; 1 cup each (4) 2 cups Water 1 lb. Broccoli, frozen, chopped (about 4 cups) cup Celery, chopped cup Onion, chopped cup BiPro Whey Protein Isolate, natural unflavored 2 Tbsp Butter 2 Tbsp All Purpose Flour 2 cups Vegetable Broth tsp Salt tsp Pepper tsp Nutmeg cup Heavy Whipping Cream Heat water to boiling in 3-quart saucepan. Add broccoli, celery and onion. Cover and heat to boiling. Boil until vegetables are tender (do not drain). Let cool. Place broccoli mixture in a blender, add BiPro Whey Protein. Cover and blend until smooth. Stir in melted butter, flour, and chicken broth. Cook while stirring until mixture is smooth and bubbly. Heat just to boiling. Stir in whipping cream. Try to keep soup temperature below 160F.

Sponsored menu items

Currently, the least expensive items were included priced out in order to meet budget demands. However, several items that may be sponsored by companies have been highlighted. If these items are sponsored, it could reduce food costs substantially. Possible items that can be sponsored are:

Food Item Plain Greek yogurt Milk Whole wheat tortillas Cheese Oatmeal

Possible Sponsors Chobani, Yoplait, Oikos Horizon Organic, Glenview Farms Mission, El Pasador Glenview Farms, Roseli Quaker 20

Money saved

9.50 14.37 30.35 3.75 $77.97 (15% of total costs for the Total: day)

Total savings per year:

$ 623.76 (for a 6 week cycle ~8 cyles per year)

This amount represents the savings if these foods are sponsored for this day only. However, many of these ingredients are common in recipes, especially milk and yogurt. If milk and yogurt are included similarly at least 3 days a week, the savings would increase to about $4,602. To reach this goal, more recipes that include sponsored items should be incorporated in the menu.

References

(1) American Diabetes Association, 2013. Carbohydrate Counting. Retrieved from http://www.diabetes.org/food-and-fitness/food/planning-meals/carb-counting/. Accessed May, 6, 2013 (2) United States Department of Agriculture, 2013. Supertracker. Retrieved from https://www.supertracker.usda.gov/default.aspx. Accessed May, 5 2013 (3) US Antidoping Agency, 201.Optima dietary intake The basics for sport. For life. Retrieved from http://usada.discoveryeducation.com/DietaryIntake.pdf. Accessed May 1, 2013 (4) Davisco Foods International, 2012. BiPro USA recipes and tips. Retrieved from http://www.biprousa.com/recipes. Accessed May 5, 2013 (5) Molt, M. (2011) Food for fifty (13th ed.). Upper Saddle River, NJ: Prentice Hall, Inc.