2011 FRLA - Restaurateurs - Want to Know How to Cater?


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Restaurateurs - Want to Know How to Cater?

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  • More thoughts: Catering a la minute is much more demanding and staff-intensive than regular restaurant service
  • Brand integrity: Clients come to you for catering because they are extremely familiar with your in-restaurant brand, food, quality, pricing and service. They will expect it at their event. They will judge your restaurant and catering services as one-in-the-same.
  • ***Remember*** Not all foods cater well!
  • ***Remember*** Not all foods cater well!
  • Since you’re not listening to me and are going to try this anyway, here’s what you need to remember…
  • Warren to explain the detailed steps to produce and serve this hors d’oeuvre at an off-premise event.
  • 2011 FRLA - Restaurateurs - Want to Know How to Cater?

    1. 1. She Likes to… <ul><li>Spend your money </li></ul><ul><li>Travel </li></ul><ul><li>Attend big, flashy events </li></ul><ul><li>Visit unique venues </li></ul><ul><li>And she seems sexy on the outside… until you get to know her. </li></ul>
    2. 2. We’re Talking About… <ul><li>Catering! </li></ul>
    3. 3. Restaurateurs - Want to Know How to Cater? 2011 Florida Restaurant & Lodging Association Show with
    4. 4. Le Cordon Bleu is the supporting sponsor of the Ferdinand Metz Foodservice Forum
    5. 5. About the Speaker <ul><li>Warren Dietel , Owner & President of </li></ul><ul><li>Puff ‘n Stuff Catering </li></ul><ul><li>Family business began in Trinidad as pastry shop; opened in Florida in 1980 </li></ul><ul><li>Career focused on entrepreneurial leadership </li></ul><ul><ul><li>Car Detailing Business, Puff ‘n Stuff Catering, Disney Weddings, Disney Institute, Scott Kay </li></ul></ul><ul><li>Purchased Puff ‘n Stuff in 2003 </li></ul><ul><li>Current ICA Board Member and regular speaker for the ICA, NACE, The Special Event and EPCAS </li></ul>
    6. 6. The Puff Story <ul><li>1980: Opened in Central Florida as a family-owned business </li></ul><ul><li>2003: Purchased from parents, annual sales of $1.8 million </li></ul><ul><ul><li>Antiquated infrastructure with inefficient space & poor equipment, at operational limit </li></ul></ul>
    7. 7. The Puff Story <ul><li>Tremendous potential + aggressive growth plan = 267% growth in 3 years </li></ul><ul><li>2010: over 200 staff members strong (40 FT) </li></ul><ul><ul><li>Diversifying segment base </li></ul></ul><ul><li>2011: expanded in Tampa market with an acquisition and opening of a second office </li></ul><ul><li>“ Passionately Perfecting Life’s Celebrations!” </li></ul>
    8. 8. Final Design
    9. 9. State of the Industry <ul><li>Economic rollercoaster </li></ul><ul><li>Business is slowly returning </li></ul><ul><li>De-commoditization is a challenge </li></ul><ul><ul><li>How to be unique, offer additional, stand-out value while meeting clients’ budget needs? </li></ul></ul>
    10. 10. State of the Industry <ul><li>Changed customer attitudes and expectations </li></ul><ul><ul><li>Smaller parties (guest counts & budgets) </li></ul></ul><ul><ul><li>More “bang” for less buck </li></ul></ul><ul><ul><li>Savvy negotiators, playing competitors against each other </li></ul></ul>
    11. 11. What is Catering? <ul><li>It depends on who you ask: </li></ul><ul><li>Caterers: </li></ul><ul><ul><li>Providing full-service in addition to food: consulting on event details including it’s flow and location; safely transporting, heating, serving and cleaning up the food; and even offering event rentals such as dishes, décor and more. </li></ul></ul><ul><li>Your Customers: </li></ul><ul><ul><li>Whatever they need, when they need it. Don’t be shy about asking them! </li></ul></ul>
    12. 12. What is Catering? <ul><li>Restaurateurs: </li></ul><ul><ul><li>What does catering look like for you and your business? </li></ul></ul>
    13. 13. Restaurant vs. Catering <ul><li>500 covers per night </li></ul><ul><li>Cooking in a safe, stocked, climate-controlled kitchen </li></ul><ul><li>Cook, serve, clean, repeat. </li></ul><ul><li>500 covers in 15 minutes </li></ul><ul><li>Cooking on-site anywhere your client can imagine! </li></ul><ul><li>Plan, plan, plan, prep, transport, re-plan, cook, serve, pack, clean, transport, repeat. </li></ul>
    14. 14. Is Catering the Answer for Your Business? <ul><li>Who is your audience? </li></ul><ul><li>What kind of additional food service do they need? </li></ul><ul><li>Can you provide offerings and service that meet those needs? </li></ul><ul><li>What do you do well? </li></ul><ul><li>What signature experiences are you known for? </li></ul>
    15. 15. Is Catering the Answer for Your Business? <ul><li>Can you maintain the integrity of your brand and deliver on your brand promise each and every time? </li></ul><ul><li>Are they willing to pay for it? </li></ul><ul><ul><li>Cost of goods for off-premise catered food is significantly higher than on-premise, so your retail price will be higher as well. </li></ul></ul>
    16. 16. The Good, The Bad & The Ugly <ul><li>The Good </li></ul><ul><li>Income </li></ul><ul><ul><li>Is nothing without profitability </li></ul></ul><ul><ul><li>Proper pricing is a must </li></ul></ul><ul><li>Exposure </li></ul><ul><ul><li>Branded catering vehicles can create buzz </li></ul></ul><ul><ul><li>Catering clients “introduce” you to their friends and family </li></ul></ul><ul><li>Variety </li></ul><ul><ul><li>Opportunity to try new dishes and expand </li></ul></ul><ul><ul><li>your offerings </li></ul></ul>
    17. 17. The Good, The Bad & The Ugly <ul><li>The Bad </li></ul><ul><li>Investment </li></ul><ul><ul><li>Equipment, vehicles, education and staff </li></ul></ul><ul><ul><ul><li>Mobile kitchen equipment, chaffing dishes, serviceware & the list goes on… </li></ul></ul></ul><ul><li>Controls (or lack thereof) </li></ul><ul><li>Logistics </li></ul><ul><li>Like opening 15 new restaurants every day…without a testing period </li></ul>
    18. 18. What Kind of Catering Would You Consider? <ul><li>Pickup? </li></ul><ul><li>Delivery: one-way or two way? </li></ul><ul><li>Full-service: transportation, mobile kitchen, chairs, tables, china and flatware? </li></ul><ul><li>Special Events: Wedding, Corporate, Social? </li></ul><ul><li>Specialty Cuisine: ethnic, kosher, vegetarian, BBQ? </li></ul><ul><li>Menus: full-restaurant menus or original catering menus? </li></ul>
    19. 19. Beverage Service <ul><li>Understand the laws in your state </li></ul><ul><li>How does your license work? </li></ul><ul><li>Can you sell liquor off-premise? </li></ul>Usually an extremely profitable part of restaurant business, bar catering often requires reduced margins to meet customer budgetary requirements.
    20. 20. Off-Premise Catering Alternatives <ul><li>On-Premise Private Events </li></ul><ul><ul><li>Consider investing in a “private” room for on-premise events like engagement parties, rehearsal dinners, etc. </li></ul></ul><ul><li>Curbside Pickups </li></ul><ul><ul><li>Consider creating a pick-up program with top-tier service (i.e. Outback Steakhouse) </li></ul></ul><ul><li>Catering Partnerships </li></ul><ul><ul><li>Consider creating a partnership with a local catering company who can promote, sell and serve your authentic cuisine at off-site events, providing an additional profit center with little-to-no capital investments </li></ul></ul>
    21. 21. Make a Decision! <ul><li>Make a conscious decision – are you in or are you out? </li></ul><ul><li>Catering requires: </li></ul><ul><li>Time </li></ul><ul><li>Focus </li></ul><ul><li>Planning </li></ul><ul><li>Reputation </li></ul><ul><li>… and money! </li></ul>
    22. 22. Make it Producible! <ul><li>Edit your menu </li></ul><ul><li>Offer food that travels well </li></ul><ul><li>Make a production plan for each item: </li></ul><ul><ul><li>Fry foods on-site for freshness? </li></ul></ul><ul><ul><li>Traveling grills for optimum temperature? </li></ul></ul>
    23. 23. Make it Producible! <ul><li>Ahi Tuna with mango and pomegranate salsa, served on a lotus root chip </li></ul>
    24. 24. Make it Profitable! <ul><li>Charge and/or incorporate in fee for: </li></ul><ul><li>Planning Time, Site Visits </li></ul><ul><li>Prep Time </li></ul><ul><li>New Portioning </li></ul><ul><li>Operations and Travel </li></ul><ul><li>Rentals, Plates, Glassware </li></ul><ul><li>New/Specialized Equipment </li></ul><ul><li>Staff On-Site at Events </li></ul>
    25. 25. Make it Successful! <ul><li>Define your goals </li></ul><ul><li>Define your culture </li></ul><ul><li>Hire dedicated Catering Sales and Operations staff </li></ul><ul><li>Invest in the proper equipment and vehicles </li></ul><ul><li>Get the word out </li></ul><ul><li>… and deliver excellence every time! </li></ul>
    26. 26. Thank You! You may view or download a copy of this presentation at: http://www.slideshare.net/WarrenDietel