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Ps 12 frla-catering
The document provides tips on how restaurants can profitably expand into off-site catering. It discusses marketing catering services to current and potential clients, handling the logistical challenges of off-site catering like transportation and equipment, and properly pricing catering proposals to account for additional expenses. The presentation is given by the owner of a large catering company who shares his experience growing the business through catering and advises restaurants on deciding if catering is right for them and how to structure pricing.
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Ps 12 frla-catering
- 1. Catering in the Restaurant World How to Make Your Back Door Profitable Presented by: Warren Dietel, President & Owner Orlando & Tampa, FL
- 2. Today’s Session ALL ABOUT OFF-SITE CATERING! Learn how to: • Market to current and potential clients • Handle off-site kitchen-related challenges • Price your proposals • Account for additional labor and rental expenses
- 3. My Story Warren Dietel,Owner & President • Entrepreneurial from the beginning • Professional Experience – Car Detailing, Puff ‘n Stuff Catering, Disney Weddings, Disney Institute, Scott Kay • Purchased PnSC in 2003 • International Caterers Association Director • Partner with Fresh Ideas, East and RPI Purchasing
- 4. The Puff Story •We started as a bakery • Opened in 1980 as a family-owned business • Purchased from my parents in 2003Expanded Infrastructure in Orlando in 2006 to support growth • Tremendous potential + aggressive growth plan = 267% growth in 3 years
- 5. The Puff Story •Over 450 staff members strong (50 FT) – Diversifying segment base • Expanded to Tampa in 2009 with an acquisition and opening of a second office and commissary • Plans to add third office in St. Louis later this year • Six exclusive venues & many more preferred • “Passionately Perfecting Life’s Celebrations!”
- 6. HOW TO MARKETTO CURRENT & POTENTIAL CLIENTS
- 7. Your Challenge • Findways to drive more revenue and business from each client • Potential solution: Off-site catering • The next questions: – What are your revenue goals? – How much of your resources can you invest into marketing, training, equipment? – Will you develop an active or passive business approach?
- 8. Food for Thought: What Will You Offer? Full-service: transportation, mobile kitchen, chairs, tables, china and flatware? Special Events: Wedding, Corporate, Social? Specialty Cuisine: ethnic, kosher, vegetarian, BBQ? Menus: full restaurant menus or original catering menus?
- 9. Your Approach… • Createa separate brand to market? • Full-throttle marketing to current clients and new audiences (PR, target market advertising, social media, etc.) • Invest in equipment and trained staff dedicated to selling and servicing off- premise events • Relationship focus: venues, vendors and other referral sources
- 10. Your Approach… • Targetprimary marketing efforts on current client base via: – Direct sales, awareness methods (blogging, invoice advertisements for off- site “upsells”, etc.) • Cross-train current staff to work on or off-premise • Relationship focus: a primary rental company partnership to build the best pricing structure and ensure profitable business
- 11. WHAT TO EXPECTWHEN YOU’RE EXPECTING… TO CATER OFF-SITE
- 12. Restaurant vs. Catering •500 covers per night • 500 covers in 15 minutes • Cooking in a safe, • Cooking on-site stocked, climate- anywhere your client can controlled kitchen imagine! • Cook, serve, clean, • Plan, plan, plan, prep, repeat. transport, re-plan, cook, serve, pack, clean, transport, repeat.
- 13. Taking the Goodwith the Challenges The Good •Income – Is nothing without profitability – Proper pricing is a must •Exposure – Branded catering vehicles can create buzz – Catering clients “introduce” you to their friends and family •Variety – Opportunity to try new dishes and expand your offerings
- 14. The Challenges • Investment:equipment and rentals – Vehicles, ovens, hot boxes, refrigeration, serviceware, etc. – Environment: tents, lighting, ventilation, A/C, generator • Solutions: – Develop win-win partnerships with rental companies – Finance large equipment purchases if your business is healthy
- 15. The Challenges • Regulations – Liability Insurance – Liquor license (many states require separate for off- premise) – Fire Marshall (many venues restrict propane/open flames) • Solutions – Do your research! – Learn your state laws and research restrictions at popular venues
- 16. The Challenges • Controls(or lack thereof) – Equipment loss and damage increase – Additional runs required for forgotten items and last minute needs – Kitchen environment will be different for every event – Kitchen may be located far from the event space • Solutions – Hire a logistics manager to refine your off-site operations and manage your inventory – Train staff for a variety of off-site kitchen scenarios
- 17. The Challenges • Labor– Account for additional staff time: – Training to produce events off-site • Service timing, equipment set-up, etc. – Performing pre-event site visits (sales, logistics, event supervisor) – Transport, set-up and break-down of the event • Solutions – Charge to adequately cover your new expenses – Hire or utilize your current training manager to develop your staff in new skill sets
- 18. Make a Decision! Makea conscious decision – are you in or are you out? Off-site catering requires: •Time •Focus •Planning •Reputation •…and money!
- 19. Off-Premise Alternatives • On-PremisePrivate Events – Consider investing in a “private” room for on-premise events like engagement parties, rehearsal dinners, etc. • Curbside Pickups – Consider creating a pick-up program with top-tier service (i.e. Outback Steakhouse) • Catering Partnerships – 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
- 20. HOW TO PLAYAND PRICE TO WIN!
- 21. Make it Producible! •Edit your menu • Offer food that travels well • Make a production plan for each item: – Fry foods on-site for freshness? – Traveling grills for optimum temperature?
- 22. Make it Producible! Ahi Tuna with mango and pomegranate salsa, served on a lotus root chip
- 23. Make it Profitable! Chargefor/to cover: • Planning Time, Site Visits • Prep Time • New Portioning • Operations and Travel • Rentals, Plates, Glassware • New/Specialized Equipment • Staff On-Site at Events • Training
- 24. Rental Pricing CaseStudy VIDEO WILL PLAY
- 25. Rental Pricing CaseStudy T
- 26. Rental Pricing CaseStudy
- 27. Rental Pricing CaseStudy
- 28. Rental Pricing CaseStudy Grand Total: $31,371.30 $52 per person
- 29. Off-Premise Pricing • Estimatea 30% - 50% increase in cost to produce an event • Educate your clients about your service and unique selling proposition(s) to reduce “sticker shock” • Don’t sacrifice profit – only take business that makes sense and cents
- 30. Make it Successful! •Define your goals • Define your culture • Hire dedicated Catering Sales and Operations staff • Invest in the proper equipment and vehicles • Get the word out • …and deliver consistently and excellently every time!
- 31. If you cater,you need the ICA • Education – Art of Catering Food, Catersource, Monthly Webinars • Publications – Communicater and E-blasts • Showcase your ICA website listing to potential clients. Referrals • Networking – Become a part of our family • ICA Logo • CATIE Awards CATIE: Catered Arts Through Innovative Excellence Awards ICA Culinary Council Membership
- 32. Meet the InternationalCaterers Association: www.internationalcaterers.org
- 33. Thank You! To download a copy of my slides, go to: http://www.slideshare.net/WarrenDietel Warren Dietel| warren@puffnstuff.com | 407.629.7833 www.facebook.com/puffnstuffcatering | Twitter: @pscatering