| On the other hand, social or full-service events are fraught with organizational challenges. For every phone call you field for a drop-off catering order, you are likely to have closer to a hundred for a full-service event. This truly is like setting up a restaurant for one night every time. You will need to arrange all of the details for front and back of the house, from portable kitchens, utensils, tables and flowers right down to the salt and pepper on the tables – not to mention the staff to coordinate and execute the event. Today’s event catering is so elaborate you need to ensure you have a team that is professional, organized and, most of all, creative. Having personally developed catering divisions for many different types of foodservice operations – from casual and fine dining to upscale grocery stores – I’ve learned that integrating the new division without hurting the day-to-day operations is a key priority. An initial period of observation and feasibility study of the physical environment, work flows and existing menu offerings are required to determine whether your operation can sustain the impact of a catering division. Following this assessment, the planning process must be broken down into three key components: equipment, people, and budget. Does your existing operation have all the equipment it takes to succeed? Is there sufficient staff to handle order intake and customer service? Do you have the financial resources to get the catering operation off the ground? Only when all of the budgeting and an execution plan have been completed will you be ready to get started on a menu.
Your menu offering When creating your catering offerings, don’t create menu items you are not known for or with which you are unfamiliar. Know your market, understand the demographic of your existing clientele and create an offering that will speak to them. I remember working for a very high-end restaurant several years ago when we began receiving requests for large special event catering. One of our clients was throwing an elaborate party and asked to add hot dogs to the menu. We were known for very high end, incredibly innovative food, and hot dogs were not on the menu. Simply and graciously, we had to tell her we could not do hot dogs, but we did come up with a compromise that was both whimsical and in line with the level of product offering we were known for. Putting it out there Now that you have organized who will do what: what you are going to offer and how much you are going to charge? How do you get your message out? In every operation I have created or worked for, we always designed a catalogue for the drop-off division and a brochure for the event division. This is the key component when it comes to creating a comfort level in the mind of the consumer. If they can visually see what they are looking for, if they like what they see and the price is right, you are halfway there. If you deliver it according to their expectations , you then have a repeat customer that will go out of their way to tell everyone what a great experience they had with your company. Once you have the catalogue or brochure completed, you will need to broadcast your message across a combination of channels (website, social media, direct mail). Even if you are not going to take orders online right out of the gate, you will need to have a website that allows your potential customers the opportunity to do a little research about your offering. Higher stakes mean being prepared! The catering client’s laundry list of expectations raises both their level of anxiety and the stakes for your performance. Proper preparation is the key to ensuring your success in this game. If you’re not ready, take a step back. There’s nothing to be gained by rushing in. Assess your operation, create a demographically driven menu and communicate your offerings through effective marketing incorporating photography. Falling short on what may seem like a minor item on your client’s list can mean the loss of your client. In this business that relies very much on word of mouth, the loss of one client can equal the loss of hundreds more. See also:
About the author Cynthia Hollidge is president of Toronto-based foodservice marketing firm CCS Creative. A recognized expert in the food presentation, marketing and distribution industry in North America, she has over 25 years experience serving in managerial and executive positions in the food industry. With a unique ability to visualize the overall picture, her insight is a much sought-after asset valued by her clients. | |
