Concept Development

Develop a concept for an SEE-related food and beverage service operation such as a concessions operation in an arena and/or stadium or a food court in a convention center. You will conduct research (library, Internet, interviews, etc.) to help you develop your concept. A minimum of three (3) sources must be used and cited. Areas in which to focus your research include, but are not limited to:

 

• Fully describe the venue type, seating capacity/square footage, location, and special features/amenities of your planned operation. Based on this research, please describe your concept in DETAIL!
• Who are the potential customers?
• What are your customers’ demographics/lifestyles?
• What are their preferences for food and beverages? (i.e. types of F & B)
• How much are they willing to spend per game/event on food service from your operation? (i.e. per capita spending)
• How will you attract customers to your food and beverage operation once they have arrived at the venue? Explain this by developing at least three (3) unique marketing strategies you would implement to maximize revenue for your F & B operations.
• Include floor plans/layouts of food service areas. One (1) floor plan/layout each for production, storage and service areas. (3 floor plans)

 

Section 2: Menu Development (15 Points)

 

A sample menu with prices must be provided in this section. The minimum number of items for each operation type is listed below.

 

Menu Item	Concessions	Restaurant	Private Club	Luxury Suites	Food Court
Snacks	4	0	2	4	2
Appetizers	0	4	4	4	0
Beverages	6	6	6	6	6
Hot Food	6	6	6	6	6
Cold Food	4	4	4	4	4

 

• List each menu item for the type of operation you have chosen.
• List prices for each specific menu item.
• Explain your rationale for choosing the price for each item listed on your menu. Why is each item priced the way it is?

 

Here are some examples for your use:

Concessions – Snacks – Cracker Jacks – $2.00

Restaurant – Appetizers – Shrimp Cocktail – $12.00

Private Club – Beverages – 12 oz. Imported Beer – $8.00

Luxury Suites – Hot Food – Classic Cheese Pizza – $28.00

Food Court – Cold Food – Chicken Caesar Salad – $9.50

 

Section 3: Service Staffing Guide (20 Points)

 

                                Step A

 

• Determine the number, titles and salaries for each management staff Please be sure to include the organizational chart showing the structure for management staff. Calculate the salaries along with the payroll related expenses for management staff on an annual basis.

 

Step B

 

• Develop a service staffing guide for your operation based on low attendance for an event. How many event attendees are considered as low attendance?
• Develop a service staffing guide for your operation based on medium attendance for an event. How many event attendees are considered as medium attendance?
• Develop a service staffing guide for your operation based on high attendance for an event. How many event attendees are considered as high attendance?
• Determine the number of hours needed for each part-time service staff position and appropriate hourly pay for each part-time service staff position.
• Explain the rationale for the staffing you propose for each type of event.

 

Step C

 

• From the information developed in your service staffing guide, calculate a payroll expense budget for the part-time hourly service staff necessary to effectively run the food and beverage operation for one (1) event with each of the three levels of attendance (low, medium and high) using an electronic spreadsheet.
• Discuss at least two (2) strategies for effectively managing payroll expenses.

 

This section will require research on staffing levels for service staff and strategies to effectively manage payroll.

 

Section 4: Departmental Income Statement (15 Points)

 

Using the attendance figures you have calculated for low, medium and high attendance events in Section 3 above and based on the projected sales, determine a monthly income statement for each of the two (2) event mix scenarios described below. You must use an electronic spreadsheet to calculate each month’s income statement.

 

 

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