Jeff Ware
October 23rd, 2013
Catering 101
◦ What Is Catering
◦ How We Price Our Services

On Premise vs. Off Premise
Selecting a Caterer
Venues
Working...
Started with CBM at 14
Electrical Engineering/
Computer Science
Background
Worked at CNN & theatres
Learned other aspects ...
Founded in 1980 as a hot
dog stand
Catering spun off into
separate company in 1991
Peak revenue of $17 Million
90 FT & 130...
Largest event $1.3 million
Focused on food quality
above all else
Poor facility design
challenges efficiency
Non Chicago a...
Food Cost
◦
◦
◦
◦

30%
30%
30%
10%

Labor
Overhead
(or less) Food Cost
to pay sales commission and profit

Any average foo...
They
They
They
They
They

always want lower prices
believe highest prices are given first
play caterers against each other...
Portion size
Sanitation & quality of vendors
Staff that truly cares
Menu variety & creativity
Overall guarantee – Non Emba...
They give the price of admission
“For your event on the 23rd of October for 215
guests, I can share with you that we will ...
Hotels
Banquet Halls
Convention Centers
Restaurants (Private
Dining)
Cultural Institutions

On Premise

Off Prem Caterers
...
Leading Caterers of America
◦ Catersearch.com

Are they going to show up?
Are they going to get your guests sick?
Are they...
394 Vendors
3,220 Inventory Items
13,308 Recipes
◦ Largest known database in existence

3 FT Staff dedicated to managing t...
Consistency in your product
Selling based on true costs
Consistency in sales force pricing
Keep profit margins where they ...
The game changer
It’s a love/hate relationship
Be professional
Communicate the vision
Be a partner, not a customer
Work harder than anybody else in the room
Be honest
Do...
To download a copy of this presentation, go to:
slideshare.net/CateringChicago

Jeff Ware

jware@CateringByMichaels.com

|...
Kendall MICE Presentation
Kendall MICE Presentation
Kendall MICE Presentation
Kendall MICE Presentation
Kendall MICE Presentation
Kendall MICE Presentation
Kendall MICE Presentation
Kendall MICE Presentation
Kendall MICE Presentation
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Kendall MICE Presentation

  1. 1. Jeff Ware October 23rd, 2013
  2. 2. Catering 101 ◦ What Is Catering ◦ How We Price Our Services On Premise vs. Off Premise Selecting a Caterer Venues Working with Planners
  3. 3. Started with CBM at 14 Electrical Engineering/ Computer Science Background Worked at CNN & theatres Learned other aspects of live events Fell in love with food thanks to this job
  4. 4. Founded in 1980 as a hot dog stand Catering spun off into separate company in 1991 Peak revenue of $17 Million 90 FT & 130 PT Employees 45% Full Service / 35% On Premise / 20% Delivery
  5. 5. Largest event $1.3 million Focused on food quality above all else Poor facility design challenges efficiency Non Chicago address is a marketing struggle
  6. 6. Food Cost ◦ ◦ ◦ ◦ 30% 30% 30% 10% Labor Overhead (or less) Food Cost to pay sales commission and profit Any average food cost 20%-30% is ok Chipotle is at 33.5%
  7. 7. They They They They They always want lower prices believe highest prices are given first play caterers against each other think all chicken is the same feel that haggling is expected
  8. 8. Portion size Sanitation & quality of vendors Staff that truly cares Menu variety & creativity Overall guarantee – Non Embarassment!
  9. 9. They give the price of admission “For your event on the 23rd of October for 215 guests, I can share with you that we will have a wide and wonderful variety of menu solutions ranging from $70 to $110 per guest. Is that the range you were looking for?”
  10. 10. Hotels Banquet Halls Convention Centers Restaurants (Private Dining) Cultural Institutions On Premise Off Prem Caterers Restaurants Festivals Food Trucks Private Chefs Off Premise
  11. 11. Leading Caterers of America ◦ Catersearch.com Are they going to show up? Are they going to get your guests sick? Are they able to make all that food? Will it taste/look the same as my tasting? Are they going to raise my prices later?
  12. 12. 394 Vendors 3,220 Inventory Items 13,308 Recipes ◦ Largest known database in existence 3 FT Staff dedicated to managing the database 15,381 photos (432 GB)
  13. 13. Consistency in your product Selling based on true costs Consistency in sales force pricing Keep profit margins where they need to be Smart purchasing decisions Historical data = forecasting trends ◦ Caterers are selling for the future
  14. 14. The game changer
  15. 15. It’s a love/hate relationship
  16. 16. Be professional Communicate the vision Be a partner, not a customer Work harder than anybody else in the room Be honest Don’t ever just hope for the best Anticipate problems and have solutions ready
  17. 17. To download a copy of this presentation, go to: slideshare.net/CateringChicago Jeff Ware jware@CateringByMichaels.com | (847) 966-6555

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