She Likes to…
• Spend your money
• Travel
• Attend big, flashy events
• Visit unique venues
And she seems sexy on the outside… until you get to know her.
We’re Talking About…
Catering!
Restaurateurs - Want to Know How to Cater?
2011 Florida Restaurant & Lodging Association Show with
Le Cordon Bleu
is the supporting sponsor of the Ferdinand Metz Foodservice Forum
About the Speaker
Warren Dietel, Owner & President of Puff ‘n Stuff Catering
• Family business began in Trinidad as pastry shop; opened in Florida in 1980
• Career focused on entrepreneurial leadership– Car Detailing Business, Puff ‘n Stuff Catering,
Disney Weddings, Disney Institute, Scott Kay
• Purchased Puff ‘n Stuff in 2003• Current ICA Board Member and regular
speaker for the ICA, NACE, The Special Event and EPCAS
The Puff Story
• 1980: Opened in Central Florida as a family-owned business
• 2003: Purchased from parents, annual sales of $1.8 million– Antiquated infrastructure with inefficient space & poor
equipment, at operational limit
The Puff Story
• Tremendous potential + aggressive growth plan = 267% growth in 3 years
• 2010: over 200 staff members strong (40 FT)– Diversifying segment base
• 2011: expanded in Tampa market with an acquisition and opening of a second office
• “Passionately Perfecting Life’s Celebrations!”
Final Design
State of the Industry
• Economic rollercoaster • Business is slowly returning• De-commoditization is a
challenge– How to be unique, offer
additional, stand-out value while meeting clients’ budget needs?
State of the Industry
• Changed customer attitudes and expectations – Smaller parties (guest
counts & budgets)– More “bang” for less buck– Savvy negotiators, playing
competitors against each other
What is Catering?
It depends on who you ask: •Caterers:
– 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.
•Your Customers: – Whatever they need, when they need it. Don’t be shy
about asking them!
What is Catering?
• Restaurateurs: – What does catering look like for you and your
business?
Restaurant vs. Catering
• 500 covers per night
• Cooking in a safe, stocked, climate-controlled kitchen
• Cook, serve, clean, repeat.
• 500 covers in 15 minutes
• Cooking on-site anywhere your client can imagine!
• Plan, plan, plan, prep, transport, re-plan, cook, serve, pack, clean, transport, repeat.
Is Catering the Answer for Your Business?
• Who is your audience? • What kind of additional food service do they
need? • Can you provide offerings and service that meet
those needs? • What do you do well? • What signature experiences are you known for?
Is Catering the Answer for Your Business?
• Can you maintain the integrity of your brand and deliver on your brand promise each and every time?
• Are they willing to pay for it? – Cost of goods for off-premise catered food is
significantly higher than on-premise, so your retail price will be higher as well.
The Good, The Bad & The Ugly
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
The Good, The Bad & The Ugly
The Bad•Investment
– Equipment, vehicles, education and staff• Mobile kitchen equipment, chaffing dishes, serviceware & the
list goes on…
•Controls (or lack thereof)•Logistics •Like opening 15 new restaurants every day…without a testing period
What Kind of Catering Would You Consider?• Pickup? • Delivery: one-way or two way? • 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?
Beverage Service
• Understand the laws in your state
• How does your license work? • Can you sell liquor off-premise?
Usually an extremely profitable part of restaurant business, bar catering often requires reduced margins to meet customer budgetary requirements.
Off-Premise Catering Alternatives
• On-Premise Private 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
Make a Decision!
Make a conscious decision – are you in or are you out?
Catering requires: •Time•Focus•Planning•Reputation•…and money!
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?
Make it Producible!
Ahi Tuna with mango and pomegranate salsa, served on a lotus root chip
Make it Profitable!
Charge and/or incorporate in fee for:
•Planning Time, Site Visits•Prep Time•New Portioning•Operations and Travel•Rentals, Plates, Glassware•New/Specialized Equipment•Staff On-Site at Events
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 excellence every
time!
Thank You! You may view or download a copy of this
presentation at:
http://www.slideshare.net/WarrenDietel