2. GFMS CATERING CONSULTANCY
DEVELOPMENT MANAGEMENT SERVICES
“You can get a lot of pretty designs or good
ideas, but a lot of people don’t have the
knowledge or the experience of what it is like
to have a factory out the back”
Director: Coca Cola
The gap between ideas and reality is considerable as the statement above
concisely identifies. Ideas are cheap but executing them can be very costly
indeed. What it also highlights is the fundamental need for the fusion of an
exciting idea with the practicalities of in-depth market knowledge and experience
in production and marketing techniques; a combination of which can turn a good
idea into a successful reality – and a winning product.
This is the gap that GFMS Catering Consultancy aims to fill, by providing the
expertise and experience – in market research, product development &
production, legislation, modern manufacturing methods and industry connections.
These attributes are all required to take a project from the “idea” stage to a well-
researched, tested, certified and feasible launch ready state.
3. Methodology
Every project starts with an idea which must then be treated to
comprehensive and exhaustive evaluation and feasibility studies to
establish its viability as a successful product or service.
The disciplines with which GFMS Catering Consultancy treat an idea or
concept product are integrated into a through three stage procedure – as
outlined in the simplified flow chart.
There are numerous reasons why you may require the services of an
experienced food service consultant but the most common request is assist
in taking a product or new food based product from concept to market
readiness.
4.
5. STAGE 1
A The Idea
In the first instance, the idea must be discussed for validity, possible variations or alternatives. Remember
ideas are cheap but seeing them through can be a very expensive process.
B Evaluation
At this stage, the idea must be given some form to allow the rest of the process to develop around it.
Therefore evaluation of factors such as varieties, pack size, shape, weight, colour, flavour, appearance,
current market trends, market potential and competition etc must take place in order to establish rough
guidelines. A possible achievable margin must also be estimated at this stage.
It must be noted that any parameters established here will be refined as the development process
progresses. It is also suggested that this early general evaluation would require a small team operating on
a “think-tank” basis.
C Resource Evaluation
Linked to the evaluation of the idea must be resource evaluation; it is vital to establish in the early stage to
avoid any wastage in development costs. Items to consider should include:
1. Financial resources
2. Production capability
3. Technical and quality control skills
4. Distribution channels
5. Appropriate sales and personnel skills
6. Marketing/ Advertising resources
7. Time factor
8. Team capability
9. Availability of compound products
The findings of this evaluation must be supplemented by market evaluation in order to establish a clear
picture of parameters and constraints.
D Market Evaluation
At this stage the market must be researched thoroughly in order to establish any potential market gaps,
the likely demand for the product / service and its positioning. Research would include:
1. Market size and potential, possible pricing structure
2. Consumer demand / sectors
3. Trade/ buyer demands
4. Competitive products
5. Distribution channels / retail outlets / trade
6. Current market trends
At the end of stage 1, a full report summarizing product, market & resource evaluation would be prepared.
6. STAGE 2
E Prototype Plan
A plan must now be established for the production of the prototype, with all of the
following factors considered:
1. Size
2. Shape
3. Weight
4. Varieties
5. Pack design
6. Branding
7. Price/Margin available
8. Production capabilities
F Prototype Mock-Ups
In order to accurately test likely demand for the finished product, the prototype must
now be produced in a highly finished form
G Market Research
A skilled placement research company will be chosen to test reaction to all aspects of
the prototype, including branding, pricing, varieties, weight, quality, visual appeal,
desirability etc
H Resource & Product Conclusions
Conclusions regarding both product resource requirements and mock-up product
conclusions will be considered and evaluated.
At the end of stage 2, a full report summarizing the concept product and market
conclusions will be prepared.
7. STAGE 3
Utilising the findings of both stage 1 & 2 the idea must now be finally concluded on before
a commitment to production is made.
I Compatibility Conclusions
The project team should meet to discuss the prototype and placement research, together
with market and resource evaluation. At this stage, the following elements should be
finalised:
1. Any commitment to capital expenditure
2. Ordering of Raw materials
3. Target date for initial production run
4. Initial production quantities
J Plan Launch Programme
Having made a commitment to production, a launch programme should be planned which
will take account of:
1) SALES & DISTRIBUTION
• Initial quantities
• Initial customer/ sales targets
• Pricing
• Initial throughput estimates
• Storage
• Distribution
• Sales personnel
2) MARKETING
• Marketing Plan
• Test market areas/ full launch
• Launch offers
• Promotional literature/point of sale
• Media recommendations
• P.R. support
8. K Launch Programme Confirmed
All project team members must now double-check all plans re:
1. Financing
2. Production / technical
3. Delivery dates on raw materials
4. Sales/Personnel
5. Storage
6. Distribution
7. Training
8. Marketing
9. Launch date re-confirmed
L Initial Production Run
Following the initial production run, the project team must evaluate the product
to ensure that all criteria are satisfied. At this stage, one final question should
be asked and confirmed.
“Are we launch ready?”
THE LAUNCH
If the answer to “L” is affirmative and all items
and resources under “K” are checked and
available, product is now ready for test market
or full launch.
The project team must now implement the
launch plan, monitoring deadlines and quality
throughout to ensure maximum impact and
sales.
9. With a long background in the Contract Catering, the Wedding catering and
Events industry and then in fresh & frozen Ready Meal Manufacturing, I have a
wealth of food industry experience gained over 25 years.
With an extraordinary practical knowledge and a fantastic list of reliable contacts
and partners, I am in a very good position to help your business manufacture
your food product no matter how diverse the request.
Small business often struggle to outsource production as most contactable food
manufacturers are simply not interested in talking about smaller volume
production.
You may be looking simply increase margin on your products by seeking a more
cost effective supply chain or require a specific product or service and are
struggling to source this solution.
There are numerous reasons why you may require the services of an
experienced food service consultant but the most common request is assist in
taking a product or new food based product from concept to market readiness.
The key to a client / consultant relationship is to understand a clear brief and to
carry this out in good time and with regular communication.
Problem solving and solution supplying is what GFMS Catering Consultancy
offer.
Conclusion
10. DOG FOOD
I was recently asked to assist in finding a suitable manufacturer for a fresh dog food
product range after the owners had struggled for several months to find any one
interested in taking their excellent product on board.
The client had initial low sales projections building to good volumes in a 6-9 month
period and as is often the case they could not find a suitable manufacturer due to
the start up position.
I found them a manufacturer, arranged the suitable food safety and Defra legislative
requirements, took recopies from table top samples to manufacturing recipes,
organised all production processes and shelf life testing as well as sourcing the
complete supply chain and packaging solutions well inside budget.
EXPORT OF FROZEN READY MEALS
I have organised a range of 15 ready meals and 12 side dishes from initial meetings
and presentations ready for export to Hong Kong – 40,000 meals monthly.
Range, recipes, manufacturer, container choice, branding and signed off end
product range within agreed time scale and within budget.
Time scale was 3 months
Case Study
MANUFACTURING KITCHEN DESIGN
Project manage & oversee the build.
Ahead of time and under budget
HEALTHY READY MEAL S
Design a new and exciting range of fresh frozen
ready meals, clean low calorie meals with a high
protein & low carb content. In addition to
designing a new & confidential manufacturing
process for the high volume product range.
