БЕЛОРУССКИЙ ГОСУДАРСТВЕННЫЙ ЭКОНОМИЧЕСКИЙ
УНИВЕРСИТЕТ
М.М. Вольская
CATERING: READ AND DIGEST
Учебно-методическое пособие
по профессионально ориентированному английскому языку
для студентов факультета
Высшая школа туризма
очной и заочной форм обучения
Минск: БГЭУ, 2014
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Рецензент:
Новик
Н.А.
заведующая
кафедрой
профессионально
ориентированной английской речи Учреждения образования «Белорусский
государственный экономический университет».
Рекомендовано кафедрой профессионально ориентированной английской
речи УО «Белорусский государственный экономический университет»
Вольская, М.М.
Catering: Read And Digest. Профессионально ориентированный английский для
студентов, изучающих ресторанный бизнес / М.М. Вольская. – БГЭУ, 2014. –
57c.
Данное учебно-методическое пособие направлено на развитие и
совершенствование навыков говорения и чтения профессиональной литературы
на английском языке для студентов очной и заочной форм обучения
специальности 1-25 01 13 «Экономика и управление туристской индустрией».
Может быть использовано в качестве основного или дополнительного
материала.
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Contents
Chapter 1 Carving your niche………………………………………….4
Preparing for the challenge…………………………………………………4
Carve your niche……………………………………………………………5
Scope out the competition………………………………………………….6
Develop your concept ……………………………………………………...9
Keep up with the market trends…………………………………………..10
Chapter 2 How catering works………………………………………..13
The insights/basics of catering…………………………………………….13
Meeting the caterer………………………………………………………...14
Preparing a Catering Proposal…………………………………………....16
Planning the Event………………………………………………………...17
Catering Schedule…………………………………………………………19
Set-up, Service and Clean-up……………………………………………..21
Chapter 3 Catering to popular demand……………………………..26
Weighing pros and cons………………………………………………….26
Sustainable catering……………………………………………………....28
Vegetarian catering……………………………………………………….32
Second-hand catering……………………………………………………..38
Chapter 4 Staying on the path of success ……………………………44
Respond to customer feedback…………………………………………..44
Listen to your employees…………………………………………………45
Ways to expand your business…………………………………………..46
Merchandising strategies…………………………………………………48
Ethics in management…………………………………………………….50
Looking ahead: catering in the future……………………………………53
References…………………………………………………………………57
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Chapter 1 Carving your niche
Aims and objectives
In this chapter we shall discuss ways to assess your potential to start your own
catering business and acknowledge the challenge involved in running it. You will be
able to understand how to carve your niche in the market full of various eating-out
establishments and stand up to tough competition. Useful tips will be given to you on
how to develop your restaurant concept and keep up with the latest market trends.
Preparing for the challenge
People love food and entertainment. Many people eat out three times a week
either on the premises of a restaurant or at a remote site or a site such as a hotel,
public house (pub), or other location. Because we love food and dining amenities so
much, it is so natural that so many of us have the desire to start our own catering
business. However, most people tend to focus only on the fun aspects of the business
without acknowledging the challenge involved in starting and running catering
business.
Food is definitely the star in the catering world, but it's only one part of the
equation. Catering is about satisfying all the senses: sight, hearing, touch, smell and
taste. Customers are looking for caterers to create an entertaining, restaurant-quality
experience. Caterers do more than just cook and serve food: They create a whole
environment, bringing their customers' dreams to life. So, from the initial clientcaterer meeting to the big event, catering involves a lot of planning and preparation,
teamwork, creativity and some pretty cool equipment. Moreover, like all food
businesses, catering is a business of pennies, so careful cost tracking and controls are
needed to run a profitable business.
Catering gives you an opportunity to show off your culinary flair, meet
interesting people, gather praise from your customers as well as respect in the
community and it proves to be very profitable with cooking shows, presentations of
cookbooks, and culinary workshops. Events that are catered for range from cheese
lunch drop-off to full-service catering. Catering services provided vary depending on
the event and can include: cooking and delivering food to an off-premises location;
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cooking, delivering and serving food; and full-service (preparing food, providing
service staff, decoration of event location, prep and clean-up).
Yet financial and social benefits should not be the only reasons. Your
motivation for getting into the business must come from something more than just a
desire to make money and gain social status. Before entering the industry ask
yourself if you enjoy a challenge at all, if you are ready to work in a potentially fastpaced changing work environment, if you are passionate about food-not just eating
but studying it, creating it, presenting it, promoting it or finally whether you really
enjoy talking to customers and addressing their needs and expectations as no other
industry is so customer-oriented as catering.
If you answer all the questions with “yes”, then you have a drive to survive in
the world of catering business. All you need is to be honest with yourself about
identifying reasons to start your own business. One if the most effective ways to find
out whether you have the interest is to get a job in catering. Through this experience
you will be able to pay attention to the atmosphere, the clientele, the staff and the
pace of work. You will be able to make a list of things that interest you and a list that
don’t. If the things that interest you outnumber the things that don’t, that’s a good
sign you might enjoy being in the catering business.
Carve your niche
If you are thinking about becoming a caterer you probably already have an idea
of what kind of caterer you want to be. However, it is important that you understand
all your options. You need to know the types of caterers and catering available for
you to consider and the different ways to get into the catering business. Once you
have a clearer picture of what you want, you can develop a concept for your eatingout establishment.
There are different ways to categorize caterers and catering businesses. We will
focus on the following three factors such as the venue where the event takes place,
the range of services provided and the type of event respectively.
There are two main types of catering on-premises and off-premises catering that
may be a concern to a large and small caterer. On-premises catering for any function
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- banquet, reception, or event - that is held on the physical premises of the
establishment or facility that is organizing or sponsoring the function. On-premises
catering differs from off-premises catering, whereby the function takes place in a
remote location, such as a client’s home, a park, an art gallery, or even a parking lot,
and the staff, food, and decor must be transported to that location. Off-premises
catering often involves producing food at a central kitchen, with delivery to and
service provided at the client’s location. Part or all of the production of food may be
executed or finished at the location of the event.
Caterers provide single-event foodservice, but not all caterers are created equal.
In accordance with the range of services they provide off-premise caterers fall into
one of three categories: party food caterers, hot buffet caterers and full-service
caterers. Party food caterers supply only the food for an event. They drop off cold
foods and leave any last-minute preparation, plus service and cleanup, to others. Hot
buffet caterers provide hot foods that are delivered from their commissaries in
insulated containers. They sometimes provide serving personnel at an additional
charge. Full-service caterers not only provide food, but frequently cook it to order onsite. They also provide service personnel at the event, plus all the necessary foodrelated equipment—china, glassware, flatware, tables and chairs, tents, and so forth.
They can arrange for other services, like décor and music, as well. In short, a fullservice caterer can plan an entire event, not just the food for it.
In relation to the event catered for catering can also be classified as social
catering and corporate (or business) catering. Social catering includes such events as
weddings, bar and mitzwahs, high school reunions, birthday parties, and charity
events. Business catering includes such events as association conventions and
meetings, civic meetings, corporate sales or stockholder meetings, recognition
banquets, product launches, educational training sessions, seller-buyer meets, service
awards banquets, and entertaining in hospitality suites.
Scope out the competition
Catering business is customer-oriented. Knowing your target audience who are
likely to be your customer base and figuring out what motivates their decisions as
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diners can partially ensure the success of your catering business. The next top priority
matter for you is to find out who your competitors are. Determining whom you are
directly competing with can be easy if you are trying to penetrate the market by
offering products and services that are similar to those of other businesses. And even
if your concept is unique to the geographical market, you may still have direct
competition. You may have a style of food that is different from other businesses, but
consumers may view your restaurant as similar to another.
So you have to keep in mind who your direct and indirect competitors are.
Indirect competitors may not share the same type of food (as far as the consumers
perceive it), but they have similar prices, style of service, or atmosphere.
Moreover new forms of businesses are becoming more available now such as
supermarkets and shopping malls, movies theatres, exhibitions and others which have
expanded their businesses enough to include a food court and café that may take
away some market share from catering business.
To begin with, you should make a list of caterers that your research has
indicated as your competitors. If they operate on the premises you may dine at these
eating out establishments and take notes on their food, menu, prices, service, location,
and anything else that might factor into your analysis. Determine what works for and
against each caterer, and write these factors down in an organized manner so you can
use the information as a reference.
This is the point where you need to determine what you can do better and how
you can differentiate yourself from the competition. Furthermore, you will also have
to recognize areas that need improvement while playing with you strengths and
exploiting the competitors’ weaknesses.
Once your catering establishment opens its doors, you need to remember that
your competitors will be countering with strategies of their own. They will continue
to improve upon their deficiencies and think up new ways to differentiate themselves.
You need to continually react and think up new strategies to position yourself ahead
of your competitors.
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As you research your target clientele’s wants and needs and come up with ways
to differentiate from the competition, try to come up with ideas that would be difficult
for your competitors to respond to. To do that you will have to continually evaluate
your strategy and information about your competitors and your target customers. You
must focus on what matters to your customers, how to reach them, and how to set
apart from your competitors. You might end up in carving a niche in the market place
that your competitors will have difficulty duplicating or that they may simply choose
to ignore.
In the catering business it is difficult to reach a comfortable place in the market
because the industry changes constantly. It is especially difficult when you are an
independent owner competing against a growing number of chain restaurants that are
taking a larger part of the market. However, one way to gain a competitive advantage
is to focus on some of your target clientele’s specialized interests and lifestyles.
Tailor your concept to create a message that speaks only to a select group. For
example, you may discover in your research that a significant portion of your target
customers have a passion for spicy foods. You may respond to that demand by
devoting an entire section of your menu to creative spicy dishes. This is the kind of
niche you can carve in the marketplace that your competitors may not be able to
answer. Smaller operations may overlook it and larger operations may choose to
ignore it.
As enticing as the idea of limiting the competition is, you should still research a
broad spectrum of possibilities before you narrow your focus on a niche market. You
may need to define your target customers in more detail before you discover that a
significant subgroup actually does exist. Say your desired demographic group is
twenty-five to thirty-five-year-old professionals with a median income of $35,000. In
your research, you discovered that growing numbers of that demographic in your area
are driving more than ten miles to purchase organic produce from a specialty grocery
store because no store nearby supplies it. You respond by introducing a special
section on the menu featuring dishes prepared with organic vegetables. Those dishes
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may cost more than other menu items, but if your potential customers are willing to
drive ten miles to get food they want, they are likely to feel is worth the price.
Whether you’ve gained a competitive advantage by focusing on a niche or going
head to head with the competition, you still have to stay on your toes and keep
abreast with what the competition is doing. Furthermore, there may be new
competition coming just around the corner. If you feel you’ve got a niche market
cornered in your area, someone might come along and try to steal some of that
treasure. If that someone can do it better and more cheaply than you, you might find
yourself going back to figure out the basics all over again.
So the study of your local market should be a never-ending process. Be part of
the community. Get to know people in the area and what motivates them. Sample the
local flavors. Develop and adapt your business concept to frequently changing market
conditions. And keep up with the latest market trends.
Develop your concept
When you go to a restaurant or order food to be cooked on-site or the operation
of the event takes place in a remote location you do not simply expect to be fed. You
expect a satisfying experience. Even in a fast-food restaurant, you expect your service
to be fast and courteous, your food to be of acceptable quality, and your surroundings
to be relatively pleasant even if basic. Furthermore, you don’t just want to have the
same experience over and over. As a consumer, you want variety. You want to go the
places that are interesting, and you want to feel you are getting what your money is
worth. If you are going to operate on the premises, you need to come up with a
concept for your restaurant that meets or exceeds the consumers’ expectations.
Concept refers to the overall approach you take to packaging your restaurant.
Your concept encompasses your restaurant’s food, menu, prices, design, atmosphere,
style of service, and everything else about the restaurant that conveys your message
to your potential customers. If you have considered starting a restaurant, you have
probably already started thinking about the concept, but you may not have the pieces
for the whole puzzle. This is one of the fun parts of planning a restaurant because at
this stage you can go whether your imagination can take you.
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There are thousands of concepts, ranging from lunch carts to multilevel seafood
restaurants, and luckily there are some fundamental rules you can use as a base for
your concept. Type of cuisine is perhaps the most obvious way to base a concept.
Specialty dishes can also be an alternative way to focus on the concept.
Ethnic themes are another cornerstone on which to build a concept. When you
walk into a Thai restaurant, not only will you find that it serves Thai cuisine, you will
also discover an ambiance and décor that likely reflect the styles of Thailand. A
concept can convey an attitude. A restaurant with sleek, modern furniture and chic
design may suggest an urban, artsy attitude whereas a restaurant with portraits of
Marlon Brando and James Dean on motorcycles may project a rebellious image.
Concepts revolving around sports are very popular. Typical sport bars and grills
might feature barbeque ribs and hot chicken wings on their menu, but they are
flexible enough to also be able to focus on specialty deli sandwiches and hamburgers.
Keep up with the market trends
In addition to staying on top of what competitors are doing, you must keep up
with current trends in the market. Stay turned to current events and what’s happening
to other consumer-oriented industries aside from the catering industry. You might
have to make some temporary adjustments if current events or trends alter consumer
tastes and perceptions in ways that might work against your plans. For example, say
you were planning on having a grand opening of your new gourmet hamburger joint,
but new rumors of mad cow disease have caused the market’s demand for beef to dip
significantly. You then may want to delay your grand opening for a few weeks until
the fear blows over.
Of course, the above example may seem a bit extreme, but it does happen. More
often, trends in the market often involve changes in consumer culture and lifestyles.
Wraps have become a popular fast-food trend because they meet the busy, healthconscious consumers’ need for fresh, healthy food that can be prepared quickly in a
convenient, easy-to-eat package. The awareness of potential health benefits of
consuming fish was an important factor in the increased interest in fresh salmon, tuna
and sushi. The rise of ethnic cuisine has stimulated consumers’ appetites for bolder
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flavors and brought about adaptations of ethnic foods and ingredients into
mainstream menus. It has also brought about emerging trends such as small plates, a
style of service modeled after Spanish tapas and Chinese dim sum, in which the entire
meal consists of various small dishes instead of the traditional two or three courses.
Although you shouldn’t count on a hot trend to be your ticket to success, you
should at least try to take advantage of it while it’s still hot. However, realize that
your competitors are also on the same band-wagon, so you will still have to persuade
your customers that you can do the new thing better than anyone else. Furthermore,
identifying the trend is only half of the marketing picture. You should also try to
determine what factors in the community or the culture in general have shaped the
current trend. Understanding what motivates consumers to buy into a trend will help
you stay on top of the current market. It might even help you develop a new product
that sparks a new trend.
Check your progress
Say whether the given statements are true or false and prove your
reasoning:

Catering is about satisfying such senses as hearing and sight.

Caterers just cook and serve food.

Catering is a business of pennies, so careful cost tracking and controls are
needed to run a profitable business.

Party food caterers supply only the food for an event.

There only way to classify caterers is to divide them into on-premise and off-
premise caterers.

Catering business is profit-oriented.

In the catering business it is difficult to reach a comfortable place in the market
because the industry changes constantly.

Understanding what motivates consumers to buy into a trend will help you stay
on top of the current market
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Questions for discussion
1.
What is catering?
2.
What is the star in the catering world?
3.
Why is it wrong to think that what you need to start a catering business is love
for food and cooking?
4.
What aspects of catering work should be acknowledged before you start your
own business?
5.
What considerations and reasons indicate that you are ready to act as a caterer?
6.
What range of services does catering provide?
7.
What are the two main types of caterers?
8.
What other types of caterers do you know?
9.
Is competition tough in the catering world? Why?
10.
How to efficiently scope out the existing competition?
11.
Are there any ways to limit competition?
12.
What is a restaurant concept?
13.
In what way may concepts differ?
14.
Why is it important to keep up with the latest market trends?
Follow-up activity
1.
Make a list of things that interest you in catering and a list that don’t. What
reasons outnumber? Do you think you are ready to cope with the challenge of starting
and running a catering business? Why?
2.
Restaurant concepts differ all over the world. Study a few examples and make
a report to introduce the concepts and point out what competitive advantages these
concepts have in your point of view.
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Chapter 2 How catering works
Aims and objectives
In this chapter we shall discuss the basics of catering including a wide array of
ways to attract potential customers and retain existing clientele. You will be able to
understand how to offer catering services so that you will be able to meet clients’
requirements or even to exceed expectations.
You will be taught to plan your
catering event with the assistance of different software programs to make it perfect
and, what is more, you will be able to understand the importance of a detailed
schedule in the process of planning your event. And finally when the bid day unfolds
set-up, service and clean-up tips are detailed here for you to ensure that all goes
smoothly.
The basics of catering
If you've ever attended a gallery opening, bridal shower, book signing, rehearsal
dinner or even a bar mitzvah, you've probably had a catering experience. When you
attend an elegantly appointed wedding reception or a plated fund-raiser with food as
tasty, if not tastier than in the local dining hot-spots, you almost definitely have a
catering team to thank.
Catering seems pretty straightforward and simple: You cook some food and
serve it, right? That is the basic idea, but there's more to it. A lot more.
You should be taken behind the scenes to see what catering is all about. Catering
requires a wide variety of skills in addition to excellent cooking; it involves
everything from organization and logistics to finance and customer service. And if to
read between the lines it requires a tremendous amount of physical work, from
transporting heavy items to standing on your feet cooking and serving for hours. So,
it is worth considering full event planning. As catering companies have moved
toward the full-service, event-planning model, the focus has morphed. It's not that
food is no longer a focal point, but rather that it is part of a broader mission. Catering
is about satisfying all the senses:
Sight
Hearing
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Touch
Smell
Taste
Today caterers want every aspect of an event to be just as perfect as the food.
With the right atmosphere, you can appeal to all of these senses in a way that
makes an event special and memorable. Of course, beautifully prepared food can
appeal to your sense of taste, smell and sight - perhaps even touch, but it shouldn't
outshine the rest of the event. Caterers today generally want every piece of the
puzzle, from the decor to the glassware, to have that same kind of impact.
From flatware to flowers, lighting to linens and tables to tunes, everything
should complement the food to create a unified overall experience. A caterer should
understand that continuity is a key. Every aspect should be in sync with each other.
Does the venue fit the occasion, climate and group size? No matter how lovely
the surrounding gardens, you probably wouldn't want to have formally attired guests
dining outside in 98-degree weather. (36.6 C)
Does the menu fit the occasion and tastes of the group? For a retirement
celebration, where the retiree is getting ready to embark on a 6-month sabbatical in
Spain with her spouse, tappas stations would be an inspired idea.
Does the decor suit the venue and event? White linen, china and crystal
stemware might not be the most appropriate table setting for a casual, pool-side
barbecue reception. Festive prints, such as blue and white checked tablecloths and
matching napkins with plain glass plates and mason jars might be a better fit.
Whether it's a cocktail party for 50 friends or a corporate event for 500, the goal
is the same: deeply satisfying the guests. So, how does a caterer accomplish this
grand task? It all starts with a few simple questions...
Meeting the caterer
A popular mantra in the catering business is "How can I make it happen for
you?" For most, this isn't an empty statement. A caterer worth his or her salt (and all
the other spices in the spice rack) stands firmly behind this phrase.
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After you make contact with a catering firm, the caterer's first job is to figure out
what you want and decide how the company can create it for you. This process
usually begins with a client-caterer meeting – sort of like a first date. Whether it
happens during the initial phone call or a scheduled appointment, the client services
representative wants to get as much information as they can to help them prepare a
proposal for you. As a client, you should be ready to answer these questions:
What is the proposed date and time of the event?
Is this a social or professional function?
Do you have a general budget in mind?
How many guests will attend?
Have you selected a venue or setting?
Of course, depending on the type of function, other questions can (and should)
come into conversation. Keep in mind that this initial discussion is critical because it
will be the backbone of the caterer's proposal. So, if you have certain ideas in mind,
you need to be as explicit as possible.
One of the biggest mistakes a client can make is to only think about the budget.
You can't expect to say to a caterer "I have "x" amount to spend; what can I get for
that?" and get a reasonable answer. You also need to explain what you hope to get for
that budget. When the caterer understands your budget and your expectations, he or
she can figure out if they match-up. If they do, great. If they don't, then don't worry –
it's not a wash. It just means that it's time for more questions. Remember you're
dealing with professionals and they're equipped to help you.
Let's say you're planning a 50th wedding anniversary for your parents, and like
most of us, you're on a pretty strict budget. Initially you have something really
elaborate in mind. But, you discover that with the number of guests you hope to
invite, your budget isn't going to afford you the luxurious event you envisioned. So
it's time to prioritize. The client services representative asks you a series of questions
related to your parent's tastes –perhaps something like this:
What is their favorite kind of food?
Do they like formal or informal functions?
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When they entertain, what are their gatherings like?
Do they prefer small or large groups?
What do your parents like to do in their spare time?
What's their favorite vacation destination?
From your answers, it's clear that your parents would be much more comfortable
with a relaxed, casual atmosphere.
Instead of a formal seated dinner with assigned seating and place-cards, your
parents would much rather everyone be able to move about and socialize. A new
vision starts to take shape in your mind: An outdoor southern-inspired cocktail party
with fairy lights in the trees, soft jazz playing in the background and a light scent of
magnolia blossoms swirling around the guests. With this new information, the
catering firm can prepare a proposal that accommodates both your expectations and
your budget.
Next, let's take a look at what goes into preparing a proposal.
Preparing a Catering Proposal
The foundation of a proposal is the information gathered during an initial
inquiry or meeting with the prospective client:
type of event
date
time
guest count
venue
favorite foods or menu ideas
Armed with these guidelines, the caterer can build a detailed proposal that
includes the actual menu, beverages, an itemized listing for equipment rental, the
staff requirements and any necessary food or beverage taxes.
When planning a proposal, caterers generally consider several other factors in
addition to the basic information. For example, the staff should know that their social
clients usually eat less food (18-22 bites, a bite is a bite-sized candy bar or an orange
wedge, an average sized bite of food) than their corporate clients (22-28 bites). The
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time of day and length of an event can also dictate how much food you need. A party
held right after work, during "cocktail hour", say from 5:00 to 7:00 p.m. could center
around hors d'oeuvres and other light fare because the guests will probably have plans
for dinner after the reception.
Other menu planning considerations include:
Balanced menu - a standard menu should include a balance of two proteins
(meat, poultry or seafood), one vegetable and one starch (pasta, rice or potatoes).
Courses - for seated dinners with multiple courses, each course should
complement the next and there should be some variety. For example, if you're having
a beef entree, then you might consider a seafood appetizer.
Buffets - the number of buffet stations corresponds to the number of guests.
When the proposal is ready, the caterer gives it to the client for his or her
perusal. After the client accepts the proposal, the caterer schedules another meeting to
discuss the decor and layout and to plan a detailed timeline of the event.
Planning the Event
Caterers and other event planners today have many useful tools to assist them in
planning the perfect event. One product, called Room Viewer, automates the process
of drawing up floor plans for events and parties. Whether indoors or out, no matter
the shape or specs of the room, this computer aided design (CAD) software helps the
caterer utilize the space to its best potential. According to the TimeSaver Software
Web site, Room Viewer can enhance the work of:
Meeting Planners
Facilities Managers
Caterers
Special Event Planners
Rental Companies
Production and Audio Visual Companies
Room Viewer may be used to lay out an entire function, from the buffet tables to
seating arrangements to floral displays. Not only does the software help in the
planning phase, but it's useful during the execution of the project, too. Caterers can
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make print-outs showing exactly where everything should go (even down to the
placement of utensils) so the catering staff will have a precise map of the event.
These print-outs are especially helpful when caterers work with outside vendors, such
as equipment rental companies that supply everything from tables and chairs to linen
and china. Each vendor is given a printed diagram of the event plan to use for
planning and setup.
In addition to CAD-based software programs, there are many businessmanagement software packages specially suited for catering and the food-service
industry. A quick search on the Internet provided this list:
Caterease
CaterPro for Windows
CaterPlus
CaterTrax
Event Master
Maestro Sales and Catering
Party Perfect
Visual Synergy Systems
Total Party Planner
WinEASI Catering Enterprise
These programs are very versatile and, once you understand how to utilize them,
they're incredible time-savers. For example, the Visual Synergy products can be used
to manage databases for recipes, marketing, client lists and vendors. Caterers might
also use the software to maintain purchasing records, produce receipts and create
event calendars. This kind of software really helps keep everyone in the company
well informed, because it makes it easy to share information across the board. From
the planning stage to execution, each part of the team can work from the same
documentation.
The Synergy International Web site explains in greater detail what their software
can do. Two software packages that are particularly useful for catering businesses are
18
"Visual Synergy Small Business" and "Visual Synergy Enterprise." Some of the
handy features of these products are:
Visual Synergy Small Business
Full Sales & Revenue Management Tool
Event Calendar Management and Event Schedule Reports
Customer Marketing - Tracking and Reporting
Revenue Management for Food, Beverage, Equipment, Staff & Miscellaneous
items
Packing Lists for Production and Warehousing
Event Staff Scheduling and Reporting
Proposal/Contracts & Invoicing
Visual Synergy Enterprise
Proposal & Contract Creations
Sales Prospects & Contract Management
Recipe Costing & Purchase Orders
Inventory Tracking & Reservation Priorities
Custom Report Writer
Track Event Profitability
Event Labor Scheduling & Management
With the help of these software programs the catering staff carefully checks each
place setting –making sure the glasses gleam and the silver shines!
Catering Schedule
One of the most valuable tools in planning and executing an event is a detailed
schedule. Depending on the nature and length of an event, these itineraries can be
several pages long, covering each moment, from setup to service to breakdown
almost minute-by-minute. Large events may have 100 or more staff members on
hand. These schedules are a script of exactly what should happen and when;
providing direction to each of the many staff involved.
Caterers have to consider several factors before finalizing the schedule. Set-up
time is a big consideration. For example, if an event is outside, with no set structures,
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the caterer might need a couple of days to get the site ready, depending on the
number of tents, decor and layout. Cleanup is also a major concern.
The caterer also needs to consider the nature of the gathering. If it's a wedding
reception being held in a different location from the ceremony, will all the guests
arrive on time? If there is a cocktail reception, how long should that last prior to the
dinner? The caterer also has to leave time for a bouquet toss, toasts and the cake
cutting. If the event is at a rented facility with a strict end-time, the team has to
precisely time and execute all this according to the schedule.
Keep in mind that some facilities do book more than one event in a day. If
you're arranging a morning function and have the place booked until 3:00 p.m., that
means you, all of your guests, the catering crew, and all their equipment and supplies
must be off-premise by 3:00 p.m. sharp.
In addition to planning the schedule, there's other preliminary work that needs to
be done. Before the event, the catering firm's Kitchen Administrator examines the
menu and decides what to order. Visual Synergy Software may play a big role in this
part of the job. The kitchen staff enters precise measurements to create a detailed
database of recipes. The staff can easily expand these recipes to suit any number of
guests. Once the team has the right recipe for the appropriate group size, it's easy to
see what they need to order.
This catering firm's kitchen is very much like a restaurant kitchen.
Hundreds of pots and pans are on hand to facilitate cooking for any number of
guests. No event is too big or too small!
The timeline for this work definitely depends on the size of the function. For a
corporate event for 300 people, for example, it is reasonable to order food about two
weeks in advance and start the actual food prep one week out. A smaller gathering,
perhaps 100 guests or so, doesn't require as much time. The staff would order the
food one week ahead of time and the food prep would start a few days prior to the
event. Catering kitchens are similar to restaurant kitchens, in that the staff gets most
of the foodstuffs and supplies from large distributors, but goes to local markets or
specialty shops for specialty items.
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So everything is planned and ready to go, let's see how the big day unfolds...
Set-up, Service and Clean-up
The big day has arrived. This is when the catering team finally puts the itinerary
to use. It's time to load up all the equipment, supplies and foodstuffs. Working from
an extensive packing list, the crew loads vans and trucks with all the supplies.
Nothing goes unchecked - the crew accounts for every linen, glass, chafing dish, tray,
pot, pan and silver piece on the packing list. They even itemize small items like
aluminum foil, saran wrap and garbage bags. The crew loads the heavy stuff first ovens, fryers and hot boxes - followed by tables, pots and pans, glassware, china and
serving pieces. Finally, when everything else is on board, they load the food.
At this point, you might be thinking, "Back-up there a minute –did you say
ovens?" Yes, ovens! Caterers use an array of portable appliances and heavy
equipment –ovens, fryers, hot boxes and dishwashers to name a few.
The Set-up
The catering crew transports the supplies to the event site and unloads it all. If
the site has cooking facilities, the crew unloads the cooking equipment (pots, pans,
serving dishes, etc.) and food right away. Then they set up the tables and chairs,
according to the precise floor plan. Typically, the client services representative or
coordinator that planned the event manages all the setup work. Sometimes, the firm
has to execute this front-house setup in concert with other vendors. This is where the
detailed schedule, floor-plan and layout come in handy. Thanks to the detailed plan,
the florist knows where to place arrangements, the musicians know where to set up
their instruments, and so on.
For an outdoor event without cooking facilities, things get a little more
interesting: The crew has to assemble a temporary kitchen immediately. The team
divides the tents into two staging areas, one for presentation and serving and one for
cooking. A hanging wall separates the two areas of each tent. On the kitchen side,
tables line the outside walls and run down the center. The crew also sets up the ovens,
hotboxes and other equipment. Hot boxes are large insulated steel booths lined with
racks that can hold 40 to 50 sheet pans of food. The kitchen staff uses sterno cups,
21
small cups of inflammable gel, to keep the hot boxes warm. Once lit, a sterno cup
will burn for about 4 hours.
If the caterer is serving the food buffet style, the crew will set up stations with
serving platters and chafing dishes around the event. The kitchen staff cooks and
prepares the food and buffet attendants and runners keep the stations stocked. Sterno
cups keep food warm and dry ice keeps food cold.
Large seated dinners require even more staff and organization. For these events,
"T formation” can be suggested. Basically, the staff set up prep tables in the shape of
a T. Kitchen staff flanks the center-column table, with one person per item on each
side. As the crew passes plates from the base of the "T" up to the top, each person
adds one part of the meal. Once the plates reach the top of the "T", the final person in
the line garnishes them, and the wait staff brings them to the guests. This assembly
line method keeps the kitchen from becoming too congested with people moving
about.
The Service
Different functions call for different types of service. For example, for a cocktail
buffet, the team may be advised to use this formula to decide what the staffing needs
are:
1 Coordinator per event
1 Supervisor per event
1 Waiter per 30 - 50 people
1 Steward per 100 people
1 Buffet Attendant per buffet / station
1 Runner per buffet / station
1 Bartender per 75 people
1 Kitchen Manager per buffet station
So, a cocktail buffet for 150 people with seven buffet stations would have a
service staff consisting of three to five waiters, seven buffet attendants, seven
runners, one or two stewards and two bartenders. The coordinator or event supervisor
meets with the service staff to go over their duties. Some will be manning the buffet
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stations, some will circulate through the event serving hors d'oeuvres and others will
run food from the kitchen to the buffet and bus dishes. With everyone properly
informed of their responsibilities, the event should run smoothly. Throughout the
event, the coordinator continues to oversee each phase, making sure the detailed
schedule is strictly followed.
The Clean-up
After the function is over, it's time to clean everything, break down all the
equipment and tables and pack it all up to go back to the catering premises. The crew
breaks out the original packing list to make sure they account for everything. As with
every other stage of the function, the team has to execute the clean-up meticulously.
The caterer's goal is to leave the space as clean – if not cleaner, than they found it.
The team washes supplies such as glassware, silver and dishes and wraps them for
storage. They identify and clean all rented supplies, and return them to the rental
agency. As you can see, catering can be an exciting career that requires creativity and
excellent organizational and social skills.
Check your progress
Say whether the given statements are true or false and prove your
reasoning:

Catering requires a wide variety of skills in addition to excellent cooking.

Catering involves a lot of creativity and has nothing to do with physical work.

A client-caterer meeting is like a first date.

To plan an event a caterer need to know only a client’s budget.

Caterers and other event planners today have many useful tools to assist them
in planning the perfect event.

After-event clean-up is a matter of minor concern for caterers.

Every aspect of a catering event should be just as perfect as the food.
Questions for discussion
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1.
Does catering seem simple and straightforward? What is not seen behind the
scenes?
2.
What skills should a good caterer possess?
3.
What senses should be appealed to so that a catering event will be memorable
and exiting?
4.
How to prepare a catering proposal in an effective way?
5.
Why is a client-caterer meeting compared to a first date?
6.
What questions are focal for the discussion at such a meeting?
7.
Are there any extra factors and may be considered?
8.
What do menu planning considerations include?
9.
What tools and software have been designed to make the process of panning
time-saving?
10.
How to efficiently scope out the existing competition?
11.
Is a detailed schedule a must to ensure the success of an event?
12.
What tips on set-up, service, and clean-up may be given to a caterer so that a
catering event goes smoothly?
Project-oriented activity
Student A
1.
Your catering company is going to cater for
a)
a high school reunion party for 20 people
b)
a corporate party for 200 people.
Think of a list of questions you would like to ask your clients so that you will have all
the necessary information for a detailed catering proposal.
2.
Work out a catering proposal for your client on the basis of the information you
have received from your client.
Student B
1.
You are going to a client-caterer meeting as you are arranging
a)
a high school reunion party for 20 people
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b)
a corporate party for 200 people.
Prepare a list of requirements including special guests’ requirements and preferences,
a few words on a desired venue and nature of your party, set your budget limits.
2.
Analyze the catering proposal, agree or disagree to it giving reasons for either
decision you make.
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Chapter 3
Catering to popular demand
Aims and objectives
There are many types of foodservice operations that fall under the domain of
“catering” to suit every taste and pocket. In this chapter we shall learn about the pros
and cons of different types of catering operations such as mobile catering, special
event catering, business catering, industrial catering and other available types that are
becoming more and more popular today. A few useful ideas with a variety of
practical examples on how to keep up with the latest market trends and become costeffective will be also of interest to you as soon as you start planning your catering
business.
Weighing pros and cons
When people hear the word “catering,” most of them think of the last buffet they
went through at a wedding or conference, or picking hors d’oeuvres off of a tray at a
recent party. However, there are many other types of foodservice operations that fall
under the domain of “catering.” If you are thinking of starting a catering company or
expanding an existing one, learn about the pros and cons of different types of catering
operations to determine what is right for you. In this chapter we are going to focus on
mobile catering, special event catering, business catering, industrial catering and
other available types.
Special Event Catering
Special event catering provides food for weddings, anniversaries, receptions and
large-scale parties. It often involves the presentation and service of the food as well
as different aspects of event planning. Some event caterers specialize in one kind of
event, while others do them all.
Pros: In addition to using your chef’s skills, you can use other forms of
creativity for decorating and planning for the event, and you can contract with
musicians, rental companies, florists and venues to increase your profits.
It is a good space to form a solid word-of-mouth reputation. For example, when
one wedding is catered well, the bride and groom’s friends are likely to contract with
you at future weddings or events.
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Cons: If you do not enjoy this kind of work, it can be time-consuming and
stressful. Many talented chefs are hesitant to go into event catering because the eventplanning aspects do not appeal to them.
Since you are catering an event that is probably very close and personal for your
clients, a single mistake on your part can send clients into a fit.
Business Catering
Business caterers provide food for business meetings, lunches, training sessions,
conferences and corporate parties. This is one form of catering that is in high
demand, but there is also a lot of competition in the market.
Pros: As opposed to many mobile caterers and special event caterers, who make
most of their profits during the summer or holiday season, business catering is in
demand year-round.
If your corporate clients like what you have done for them, they may ask you to
cater another meeting, a corporate party or even a personal social event.
Cons: Since corporate meetings and events usually try to please everyone, you
are limited in your cuisine to types of food that are widely popular.
Many fast-casual chain restaurants offer drop-off catering for lunches and
meetings and often take a big share of the business catering market. You will have to
compete with them.
Mobile Catering
Mobile catering is not done through contract, but rather moves from place to
place in a van or truck designed to carry food and equipment. Examples of mobile
caterers are vendors at festivals, fairs and farmers’ markets, meals-to-go services and
parking-lot vendors. If you are interested in mobile catering, you may want to learn
more about concessions, since these two areas often overlap.
Pros: Mobile caterers enjoy low start-up costs due to the small scale and parttime nature of their operation.
This type of catering operation can be easily managed alongside a standard
event catering business or restaurant operation.
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Cons:Much of the equipment needed to cool, cook, warm and sell the food must
fit in a small, confined space, like a van, truck or booth.
Since mobile caterers operate at multiple locations or venues – often even in
multiple cities – it is difficult to gain brand awareness and develop a loyal customer
base.
Industrial Catering
Industrial caterers provide meals for schools, hospitals, prisons, factories,
universities, airlines and other institutions. The most popular example would be
Aramark, which actually started out as a peanut vending business and grew into
industrial catering, food supply, career apparel and even facility management.
Pros: Industrial caterers usually sign annual or semi-annual contracts, so they
are guaranteed payment for a long period of time.
Service is out of the picture. Most facilities and institutions provide their food in
a cafeteria-style service, or, in the case of airlines, through flight attendants.
Cons: It is very difficult to start out as an industrial caterer. Most caterers grow
into this business or have some pre-existing connections at facilities or institutions.
Because industrial caterers provide massive amounts of food, it is often difficult
to maintain a high standard of food quality.
Each type of catering operation has its own appeal and drawbacks. You do not
need to limit yourself to one type of operation. In fact, the majority of business
caterers will also cater weddings or parties, and many special event caterers will offer
mobile food vending at fairs and festivals. However, when you first start out, you
should choose a single type of operation to specialize in. This will give you a focus
for your marketing efforts and limit the amount of start-up capital you need. Once
you have made your mark in this area, if things are going well, you can begin to
expand into other types of catering.
Sustainable catering: the order of the day?
Sharing a meal can play an important community-building function, attract
people to hear your message or support your organization, or simply provide
sustenance to busy students as they attend yet another meeting rather than attending
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to their dietary needs. Food and dinnerware do, however, constitute the most
significant source of waste and environmental impact at most campus events. For this
reason, it is important to take some simple steps to make food and food service more
sustainable.
When we talk about sustainable food sourcing and service, we are promoting the
following general guidelines:
• Locally grown: Lower food miles traveled typically means a smaller carbon
footprint.
Furthermore, supporting local farmers helps maintain regional agricultural
production that connects urban areas to nearby farming communities.
• Organic: Chemical inputs used in conventional farming are a major source of
pollutants in our waterways and can diminish soil quality over time. Organic farmers
do not use chemical inputs and are considered better stewards of the land.
• Fresh: Fresh food is healthier, containing nutrients in forms much more readily
accessible to our bodies than nutrients in processed foods. Furthermore, a lack of
processing reduces the environmental impact of fresh foods.
• Healthy: Food providers should ensure that healthy options are available,
whether the customer is looking for a snack or a full meal. Unhealthy food is readily
available; it may take a bit more planning and effort to provide healthier food, but it
can be done.
• Reusable, compostable or recyclable dinnerware: The optimal choice for
dinner service is china (or other reusable dinnerware), as this has the lowest
environmental impact and is the most pleasant for diners. Recognizing that reusable
dinnerware is not always available and appropriate, other options include
compostable dinnerware (if composting facilities are available) and recyclable
dinnerware.
• Vegetarian: Events should offer attractive and nutritious vegetarian options to
serve the needs of this constituency. Additionally, reduced fish and meat
consumption is linked to a reduced carbon footprint.
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• Ethically produced: Others should not be taking unreasonable risks and
making unreasonable salaries to produce and serve the food we consume. Vendors
operating on campus should be paying a living wage, and working to ensure that
suppliers down the chain are doing the same by, for example, only serving Fair Trade
coffee, chocolate and bananas.
• Quality: Besides serving food that is better for the planet and its producers,
food should taste great, too. People take their food more seriously if they enjoy it.
To be implemented successfully the principles of sustainability should be
applied on the following three levels: caterers, dinnerware and food waste.
Caterers
Unless you are planning to cook yourself, your choice of caterer will largely
dictate whether or not you can meet the above principles. There are several questions
for caterers that you may ask to assess their sustainability:
• Can a caterer offer a seasonal menu featuring locally grown ingredients? Does
the company have local suppliers it could source these ingredients from? Which
ingredients can you procure locally, and how would you define ‘local’?
• Can the company cater a meal using all or mostly certified organic
ingredients? Which ingredients are organic or is a caterer not able to procure
organically? Does a caterer have the means to confirm their certification?
• Will a caterer prepare all of the items they serve? What will be frozen or
purchased fresh?
• Is a caterer able to provide dietary information on the menu the company
serves?
• Is a caterer able to offer a healthier menu (e.g. lower in calories), either
exclusively or as one option for an event?
• What types of vegetarian menus are offered?
• Are the coffee, bananas, and/or chocolate a caterer offers Fair Trade certified?
• Is a caterer able to serve on china and/or offer reusable serving ware? Can the
company use reusable tablecloths and napkins?
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• Is a caterer able to serve on compostable dinnerware? How about recyclable?
Does the company provide any materials to assist clients to process their waste
properly?
• Does a catering company pay its employees a living wage?
• What will it cost to meet the issues that have been discussed?
• Can a catering company detail these items in the catering contract?
Dinnerware
Countless plastic plates and paper cups are disposed of everywhere. While many
students carry their own mugs and water bottles, which can be further encouraged via
raffles and other incentives at catered events, it is not likely that the majority will
begin carrying their own plates and cutlery. Catering on china is a great option but is
not always possible because either the caterer cannot accommodate the need or the
added expense is too great. Finger foods can reduce the amount of dinnerware
required but are not always suitable. This reality leaves compostable and recyclable
dinnerware as the most feasible options. While neither is comparable to reusable
dinnerware, they are better options than conventional plastic ware. The caveat is that
they must be used properly; in many cases, diners dispose of recyclable and
compostable dinnerware in the incorrect receptacles. To capitalize on the use of
compostable and recyclable dinnerware, we offer the following suggestions:
• Only use compostable dinnerware if composting facilities are available. If you
are composting your dinnerware, try to obtain everything in compostable form
(utensils, cups, etc.) to simplify the composting process
• Properly label your receptacles to educate users and avoid confusion
• Clearly announce your waste management plans so that diners will use it
properly and gain awareness
• Consider using ‘garbage monitors’ initially to assist in the success of this
regimen to ensure compliance and educate users
• Make sure that those users handling the waste after the event are aware of your
regimen and accommodate it.
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Food waste
The first step in eliminating food waste is carefully planning to avoid excess for
more accurate estimates. Then, break down the food waste into two categories: preand post-consumer.
Pre-consumer food waste (i.e. food that has not been on someone’s plate) may
be a treasure to others, be they busy grad students trying to save a buck or the less
fortunate depending on the food bank to make ends meet. The ‘free-food@mit.edu’ email list is one way to attract a hungry crowd to your leftovers quickly. If you have
large volumes of leftovers, and especially if they are non-perishable, you may
consider contacting a food bank to see if they will accept a donation.
Post-consumer food leftovers constitute a major proportion of our waste stream.
Composting is the best alternative for their disposal but is not currently conducted
campuswide. If you plan ahead, however, you may access the compost receptacles in
the basement of special centers located in your area for information on food waste
deliveries. Contamination is a key issue in composting, so you must make sure that
your guests are aware of the parameters.
Vegetarian catering
High-quality vegan food is a great solution for caterers because it appeals to just
about everyone – it’s tasty, healthy, ethical and planet-friendly. It will open up your
establishment to meat-reducers, vegetarians, and people who have cut down on
animal products for health reasons and people whose religion encourages them to
forgo all meat, certain types of meat and/or eggs, e.g. Sikhs, Jains, Muslims, Jews and
Hindus. Although you may start with small changes there is little doubt that the more
effort you invest the more likely you are to end up with some fantastic vegan choices.
It often takes just a few small changes to make vegan food available and in the
process improve business. As well as bringing in new customers most vegan food has
the bonus of being cheap with big profit margins.
Vegan food
What is vegan food then? A vegan will not eat any animal products, for
example:
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No meat, fish nor other products that come directly from killing an animal, such
as animal fats and gelatin. No dairy products such as cows’ milk, cheese and yogurt;
nor goats’ milk. No eggs, nor foods containing eggs. No honey.
A typical vegan meal
What is a typical vegan meal? There is no ‘typical’ vegan so this is a difficult
question to answer! Vegans eat the same types of food as the rest of the population.
Some eat packaged or fast food; others eat raw foods; some prefer traditional
‘British’ home-cooked meals; while some may live on more exotic spicy foods or
love gourmet food. Vegan versions of all these types of food can be made, so,
providing you know what type of catering is required, vegan meals can quite easily
be prepared.
A large number of dishes are already vegan, for example many Chinese,
African, Asian, Indian and Mediterranean vegetarian dishes. Other dishes can be
made vegan simply by making a few minor alterations such as replacing butter with
vegetable oil or vegan margarine, or cows’ milk with soya or oat milk.
Useful ingredients
There is an increasing number of alternatives to animal products that make it
easy to whip up a vegan storm.
Soya, rice and oat milk are used as an alternative to cows’ milk by vegans and
people with a cows’ milk intolerance or allergy. They have become increasingly
popular and can be found in supermarkets and even corner shops. The various brands
of non-dairy milk are quite different in taste so it is worth experimenting.
As well as the non-dairy milks above, there are dairy-free replacements for
cheese, yogurt, cream, custard and ice cream.
Egg-free mayonnaise is useful in potato salad and coleslaw and as a general
accompaniment to salads.
Tvp (textured vegetable protein) can be bought as chunks or mince and used in
place of meat.
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Tofu is nutritious and versatile. Plain tofu is bland so can absorb any flavour,
savoury or sweet. It can be used in stir-fry, pies, scramble, salad and sweet dishes
such as chocolate mousse.
Seitan is made from wheat gluten. It has a firm texture and can be cut into
chunks and used in pies and other savoury dishes.
Chestnuts and mushrooms give a rich flavour and can be used where a chunky
texture is required.
Green and puy lentils can be used in place of mince for dishes such as spaghetti
Bolognese, chilli non carne and shepherd’s pie. Also try crumbled smoky tofu as a
replacement in these dishes.
Couscous is made from wheat and can be used in salads.
Millet is a nutritious and tasty grain which can be used in a similar way to rice.
Chickpeas are popular beans which have a nutty flavour and a good texture.
They are very versatile and can be used in salads, soups, dips, falafel, curries and
other dishes.
Red lentils can be used to thicken soups and casseroles.
Sesame, sunflower and pumpkin seeds are rich in nutrients and can be added to
salad, stir-fry, burgers and nut roast. A light toasting will bring out the flavour of the
seeds.
Gelatin, which is an animal product, can be replaced with agar flakes or VegeGel.
Nutritional yeast flakes have a cheesy taste and can be used to flavour many
dishes.
Vegetable oil is an easy replacement for animal oils. Vegan margarine can
replace butter and margarines that contain animal fats or milk products.
With vegan vegetable stock in your larder you can quickly convert many soups,
sauces and gravies into vegan options, so it is an indispensable item. Yeast extract,
miso and most brands of soya sauce can also be used to give a rich ‘meaty’ flavour. It
is important to ensure that your vegetable stock, bouillon or soya sauce is suitable for
vegans, since some contain milk products.
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Honey is not suitable as a sweetener, but there is a multitude of other sweeteners
that are vegan. Examples are maple syrup, agave syrup, date syrup, molasses,
concentrated apple juice and fruit jam.
Vegan menu ideas
Breakfasts
Many cereals and muesli are suitable for vegans e.g. Kellogg’s Cornflakes,
Frosties, Coco Pops and Weetabix. For full breakfast serve any of the following:
vegan rashers or sausages, falafels, bean or nut-burgers, fried mushrooms, freshly
sliced tomatoes, fried green tomatoes, potato wedges, potato waffles, bubble and
squeak, potato cakes, baked beans, scrambled tofu, toast, crumpets with vegan cream
cheese.
For an American-style breakfast try sweet pancakes topped with maple syrup,
chocolate sauce or sugar and lemon juice.
The acidity of coffee may cause soya milk to curdle. This can be avoided by
heating the milk and allowing the coffee to cool slightly before adding the milk.
Another remedy is to pour a lot of milk in quickly, stirring all the time.
Starters, snacks and party food
There is a multitude of starters and snacks that are already suitable for vegans or
can be quickly adapted. Try asparagus tips with olive oil, aubergine stacks and melon
balls.
Soups, along with sauces and gravies, are perhaps the easiest dishes to adapt. If
the soup contains butter or cream this can be replaced with olive oil, vegan margarine
and/or dairy-free cream. Buy a ready-made vegan vegetable stock or bouillon or
better make your own. Try pea and mint, roasted tomato and basil, corn and chickpea
chowder, carrot and orange, curried apple, cauliflower and almond or leek, lime and
coconut.
As for dips and pâtés you may choose from the following or invent your own:
lentil, wine and walnut, ginger-roasted vegetables, chestnut and cranberry, tomato
and olive, tikka vegetable, avocado and roasted pepper, cashew and fresh herb,
broccoli with lemon and cumin. Dips and pâtés can be served with vegetable crudités,
35
strips of fruit, potato wedges, tortilla chips, curly toasts, garlic bread or baked fingers
of smoked tofu.
Finger food
Finger foods such as vegan sausage rolls, mini-pizzas and stuffed vine leaves are
perfect for buffets and parties and served as a starter or snack. Other examples are
samosas, spring rolls, marinated fruit and vegetable kebabs, melon segments and veg.
sushi.’
Side salads: a few favourites
 Red cabbage, apple, flaked almonds, olive oil, cider vinegar and a squeeze of
lemon
 Cucumber, vegan yogurt and fresh mint with a hint of garlic
 Grated carrot, bean sprouts, sweet red pepper and celery with a spicy peanut
sauce
 Cooked potatoes, sweet corn, watercress, vegetable oil and a little lemon juice
 Fennel with toasted walnuts, orange and grapes in a mustard vinaigrette
 Tomato, olives, fresh basil, red peppers, red onion and olive oil
Main courses
With main course dishes it’s often very easy to change just one or two key
ingredients and make your existing customers’ favourite dish suitable for everyone to
enjoy. Almost any dish can be made into a vegan version e.g. burritos, enchiladas,
spaghetti Bolognese, pizza, Thai curry, shepherd’s pie, mezze plate, burgers, risotto
and flans.
There are more than a few establishments that serve lasagne, moussaka or
spaghetti with a rich sauce and vegetable mince or a mushroom and nut combination.
Suited business professionals gobble it up daily, often oblivious to the fact they are
enjoying vegan food. As with any food, presentation is the key.
Stuffed vegetables
Curries, stroganoff, stir-fries and stew-like dishes can all be stuffed into
vegetables that have been baked as required and hollowed out. Choose from marrow,
courgette, butternut squash, peppers, beefsteak tomato, aubergine and many others.
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Pots and crocks
Ceramic pots and ramekins are another way of giving your meal a nicely
presented centerpiece.
Pastry, pies, tarts and dumplings
It’s easy to make delicious vegan pastry using hard vegan margarine instead of
butter or non-vegan marg. Your imagination is the only limit to the different shapes
and presentations. Most stews and casseroles can be encased in pastry if the sauce is
thickened with lentils, potatoes or cornflour. Use beans, chickpeas, smoky tofu or
seitan to replace the meat in pasties and pies.
Desserts
Non-vegans don’t even notice that their desserts happen to be animal free, but
vegans will often travel many miles to indulge in vegan chocolate cake, treacle
pudding, tofu cheesecake, dairy-free cream, ice cream and custard. As with main
courses, almost any dish can be made vegan. They can be adapted by using dairy-free
milk instead of cows’ milk and vegan margarine instead of butter.
For example, to prepare Banoffee tart soften some dates by heating them with
orange juice, then mix with a dollop of vegan margarine and a squirt of soya cream.
Spread on a crispy pastry tartlet shell. Add a layer of sliced bananas and glaze with
maple syrup. Chill and serve with dairy-free ice cream and drizzle with melted dark
chocolate.
Another recipe for you to enjoy is crème caramel. Make thick soya or oat milk
custard with custard powder, brown sugar, zest of lemon and maple syrup. Pour it
into a ramekin or pot lined with maple syrup.
Cross contamination—how to avoid it
Food hygiene becomes particularly important in a kitchen that is not dedicated
to vegan food production. If a spoon is taken from meat curry and used to serve
vegetable curry or if they are stored side by side so the meat curry splashes into the
vegan curry it not only stops being vegetarian and vegan but from being Kosher and
Halal. It may be in breach of the law.
Preparation
37
To avoid cross-contamination make sure you take the following steps:
 Wash and dry your hands before handling vegan food.
 If possible dedicate an appropriate number of work surfaces to the preparation
of vegan foods; otherwise clean work surfaces thoroughly before preparing vegan
food.
 Use colour-coded chopping boards, equipment and utensils for preparing and
serving vegan foods.
 Ensure that grills, griddles and other equipment used for the preparation of
non-vegan foods are thoroughly cleaned before vegan food is prepared.
 Fry vegan food in clean oil that has not previously been used to cook animal
products.
 Store vegan foods at the top of the fridge so that there is no risk of drips or
other contamination from non-vegan food.
And finally, don't forget that vegan food is suitable for everyone to enjoy!
Second-hand catering
In an ideal world, we're sure that you'd enjoy filling up your kitchen up to the
brim with brand new top-end catering equipment, wouldn't you? If we had an
unlimited budget, we'd all go for the finest of everything in life; the newest, the most
powerful, the sleekest, the prettiest etc.
Unfortunately, we live in the real world where everything must be balanced
between cost and effectiveness. The cold reality of a budget affects us all on a daily
basis, but that doesn't mean to say that a lack of funds should necessarily lead to a
lack of quality.
So if from the start you focus on keeping your costs down for your catering
equipment you can easily do this if you put some consideration into buying second
hand catering equipment.
You may be surprised to find out just how much second hand catering
equipment really is available to you. There are many reasons why this has become so
readily available. Some new catering companies started out and for whatever reason
did not stay in business for more than a year or two. As a result they sold off their
38
equipment. Many quality suppliers will now buy gently used catering equipment so
that they have more options available for their clients.
It is not uncommon now for new start up catering companies to buy a selection
of both new and used equipment. This type of opportunity can open additional doors
for them. If there happens to be a good selection of used catering equipment available
that doesn’t fit in with the original menu plans of the new business then it may offer a
chance to expand the menu. Then if the budget is getting tight which it often does
when starting out new in business, some costs can be saved by opting for the used
items.
The types of available second hand catering equipment range from the heavy
duty cooking equipment right down to the miscellaneous items like the furniture and
accessories. Often this type of equipment is in great condition. It is important though
that when you are going to purchase items that are used in your food preparation and
presentation that it is in optimum working order.
As everyone knows, one of the most obvious advantages of purchasing new
equipment is that it is guaranteed to work. When you purchase used equipment, there
are no guarantees. There are many other advantages to purchasing new equipment,
including the following: warranty. When you purchase new equipment, it almost
always comes with a warranty on parts and labor. This warranty usually lasts for
several years. This means that if your equipment breaks down within the time allotted
by the warranty, you will get it repaired or replaced for free. Longer life. While there
is no guarantee that your new equipment will continue to function properly after the
warranty, your new equipment will generally have a longer life than used equipment,
especially if you maintain it properly. When you purchase new equipment, you will
also have access to the manufacturer’s network of service technicians in your area, so
you do not have to go out of your way to find a certified repair person. Newer models
tend to implement new, energy-efficient technologies. And in general, the longer a
piece of equipment is used, the less energy-efficient it becomes. This is because the
parts will typically wear down over time, slowly making the equipment less efficient.
A new piece of equipment will be more efficient, and if you clean and maintain it
39
regularly, you can ensure that it remains so. Unless you have an open kitchen, you are
probably not too concerned with the visual effect of your equipment. However, open
and exhibition kitchens are becoming more and more popular, and new equipment
will look much more attractive to customers who see into your kitchen. So if these
advantages of buying new equipment do not outnumber a few but obvious advantages
of buying used equipment, you‘d better follow some useful tips that will help you
choose the right used equipment.
 Do not buy equipment that has been used for more than 3 years. When buying
equipment at auctions or used equipment dealers, ask how many years of regular use
the equipment underwent. At a restaurant auction, it will probably be the amount of
years the restaurant was open. Since about 30% of restaurants fail within a year of
opening, and about 60% fail within the first three years of opening, finding gently
used restaurant equipment at auctions is not hard. With a used equipment dealer, you
will have to decide whether you can trust his or her word about how long the
equipment has been used.
 Go with top-of-the-line brands. When buying new, you may not be able to
afford a top-of-the-line brand, but when buying used equipment, it will be worth the
extra cost. Equipment from a top-quality brand is more likely to work and have a
long life-span. Brands like Vulcan, Traulsen, Delfield, Garland and Wolf are all good
brands to look for when buying used equipment.
 Choose gas cooking equipment. Commercial gas ranges, charbroilers have few
moving parts, so an inspection will usually reveal any major problems, such as leaks
or operational defects. As long as you get the equipment inspected to ensure that it is
in working order, you can save a few hundred dollars by buying this equipment used.
When determining whether it is cost-effective to buy it used, include the cost of the
technical evaluation. Make sure that the appliance uses the right type of gas. You can
usually look on the tag on the rear of the equipment to determine whether it uses
propane (LP) or natural gas.
 Avoid used electric cooking equipment. While electric cooking equipment is
generally more energy-efficient and easier to maintain and clean, purchasing used
40
electric cooking equipment is always a risk. This is because there are usually a lot
more parts in electrical equipment than there are in gas equipment. If any of the
wiring in an electric fryer fails, it will require an experienced technician or even an
electrician to fix it.
 Be careful with used fryers. Because fryers have a relatively low cost when
purchased new, most restaurant operators choose to purchase new frying equipment.
Buying a used fryer is always a risk. Deep fat fryers have a high failure rate.
Furthermore, because a gas fryer combines two flammable elements – cooking oil
and an open flame – used gas fryers are at risk of causing a fire. If you do decide to
purchase a used gas fryer, make sure to have it thoroughly inspected for leaks or
worn out parts, first.
 You get what you see, so when you hook up the used equipment, there is no
guarantee that it will work. Because of this, there is almost always risk involved
when purchasing used equipment.
 Shop from our Scratch and Dent Appliances section. When food service
operators purchase new equipment and it arrives dented or scratched, they usually
refuse delivery and return the equipment to the store or factory. Although the damage
to this equipment is only cosmetic, the manufacturer or store cannot sell the damaged
equipment at full price. Instead, the equipment is sold at a discounted price in line
with the extent of the damage. If you are on a tight budget, purchasing new dent and
scratch equipment is a good alternative to paying full price.
 Buy Closeouts and Overstocked Equipment. When items are overstocked at the
warehouses, they will often go on sale. Sometimes, models that have been
discontinued will also go on sale, so that the manufacturers can get rid of their stock
of this item.
So, to sum up the success of every catering company relies on their quality food
offerings and this is dependent on using good quality commercial equipment. You
have to ensure that any used items in this area are in top notch working condition. For
this reason you really only want to make these types of purchases from reputable
suppliers.
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Although you really can get some good deals this way you still want to use good
planning for your purchases. It wouldn’t make much business sense to buy items that
you are not likely to use simply because they are being offered at such a good price.
There may be particular pieces of equipment that you really would like to have
for your catering business but they are not a necessity. If you have hooked up with a
good supplier that does offer second hand catering equipment you can ask him to
keep you posted if this particular type of equipment comes in as used. If you are
dealing with a reputable supplier you can feel more assured that the used equipment
you are buying is in good working order. You will need to ask about specific terms in
regards to guarantee as per each piece.
Check your progress
Say whether the given statements are true or false and prove your
reasoning:

Special event catering involves only the presentation and the service of food

Special event catering is likely to form a solid word-of-mouth reputation.

Business catering is in demand year-round.

Since corporate meetings and events usually try to please everyone, you are not
limited in your cuisine to types of food that are widely popular.

There is no competition in the business catering market.

A mobile catering operation can be easily managed alongside a standard event
catering business or restaurant operation.

Mobile caterers are characterized by a high degree of brand awareness.

It is easy enough to start out as an industrial caterer.

Sustainable food sourcing and service has become very popular today.

The principles of sustainability should be applied on the following levels:
caterers and food waste.

Pre-consumer food leftovers constitute a major proportion of a waste stream.

High-quality vegan food appeals to just about everyone.

Vegans eat the same types of food as the rest of the population.
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
Different dishes can be made vegan simply by making a few minor alterations
such as replacing butter with vegetable oil or vegan margarine, or cows’ milk with
soya or oat milk.
Questions for discussion
1.
What types of catering fall under the domain of catering?
2.
What pros and cons each of these types have?
3.
What is sustainable catering?
4.
How is sustainability achieved?
5.
What levels of catering business should be affected most by the
implementation of the principles of sustainability?
6.
Why is vegetarian food becoming more and more popular today?
7.
Why isn’t it difficult to offer a variety of vegetarian dishes as menu items?
8.
What useful ingredients may help you substitute for meat and other animal
products?
9.
How to avoid cross-contamination in a kitchen?
10.
What is second-hand catering?
11.
What pros and cons does second-hand catering have?
12.
What tips may be given to avoid any risk in buying already used equipment?
Follow up activity
Compile a vegetarian card of the day (a du jour menu) including a selection of hors
d'oeuvres, salads, main courses and desserts
a)
for a fast casual dining restaurant
b)
for a casual dining restaurant
c)
for a fine-dining restaurant
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Chapter 4
Staying on the path of success
Aims and objectives
In this chapter we shall discuss various merchandising strategies, ethical
management and corporate policies, business strategies which aim at making your
catering business volatile, competition-resistant and profitable with a further
perspective of expansion. It is not less important to anticipate changes in the catering
market and be able to embrace them without ever losing your personal touch.
Respond to customer feedback
Customer feedback can be positive or negative, and in either case, it can be a
valuable source of information for you on improving your business. Don’t rely on
your customers to approach you and let you know what they think. Make every effort
to find out what they think and how you can respond.
Offer a comment card that customers can fill out and drop off in a box or at the
host station or leave on the table. You can format your questions in a number of
ways, such as using a ratings system, or providing space in which customers can
write down their comments. You may include some general regarding the service,
food, and atmosphere in a ratings format (such as a scale of 1 to 5, 1 being poor, 5
being excellent). However, you should also include questions that request more
specific answers. That way, you can gauge the performance of your catering
company in a general sense while making note of comments that may provide
specific ways for you to improve your business.
Make your comment cards as clear and concise as you can. Your consumers are
offering their time and effort to help your business, so you should make it easy for
them to do so. Don’t rest on your laurels based on good marks you get from your
customers. Investigate them and respond to the customer in a timely way.
You can easily get some great feedback from customers just by stopping by their
tables and chatting with them. In some cases, customers love it when the owner
approaches them to ask how everything is. Here are some ways you can get some
good specific information from your customers:
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 Do not ask yes-or-no questions, and be specific. Instead of asking: “Is
everything all right?” ask, “How is your steak?”
 Know your regulars by name, and let them get to know you. Your rapport with
them will make them more comfortable telling you what they think.
 If you notice that someone doesn’t like a meal, find out what’s wrong and fix
the situation. Prepare the dish again correctly or offer something else.
 Find a reason to approach customers for conversation. Refill their water glass,
or take away a dirty dish. Make a comment about the food they’re eating and see the
response.
 Get feedback on the service. Good questions include “Did you get everything
you ordered?” or “is your server taking good care of you?”
There are instances in which you want to leave your customers alone—people
who are having a serious private conversation, for example, or who seem obviously
emotional. Remember, just because a customer doesn’t openly express his opinion, it
doesn’t mean he won’t be a good customer.
You can also get your customers to offer their comments either directly on your
Web site or by e-mail. If you have customers on your mailing list, you can e-mail
them a survey periodically to check if they have visited your restaurant recently, and
if so, to ask about their experience. You can format your survey the same way as your
comment card. Consider also giving your customers an incentive to fill out the survey
by e-mailing a printable coupon for a free dessert or appetizer.
Listen to your employees
Your employees may also provide some valuable feedback concerning the
restaurant’s operation. Keep the lines of communication open with your staff, from
your chef down to your bussers. Here are some ideas how to get feedback from your
employees. You can arrange get-togethers with individual employees occasionally to
get their perspective. Get their opinion on how they see the operation in general and
what they need to perform their job better. Another alternative is to hold meetings on
a regular basis with the entire staff as well as with different sides of the house if you
operate on the premises. Front-of-the-house employees generally have a very
45
different perspective from those in the back of the house. Involving your staff in
finding solutions to the problems also proves to be efficient. Keep a log of incidents
that indicate potential problems and see how your staff can resolve them. And why
not encourage your staff to e-mail you or leave you notes if they are afraid to speak
up during meetings and bring suggestions up in person. Keep your communication
confidential if that’s what your employees want. You’d better also create a survey
form for your employees to review the restaurant’s operation and offer suggestions.
You can keep the survey anonymous so your employees can be more honest.
Remember that your employees’ opinions are just opinions. They present just one
version of reality. You still have to look deeper into an issue to get a better picture of
the real situation. Ultimately, you are the one who weighs all the suggestions coming
in and decides how to go about fixing or improving the situation.
Ways to expand your business
Successful entrepreneurs are always looking for ways to expand their business
to increase their profits and overall worth. Although some restaurant owners and
catering companies have expanded their operations quite successfully, there are many
others who have done so with less than adequate results. Restaurateurs expand their
operations in one of two ways, either by increasing the size of their current location
or adding other locations. While both means of expansion hold the potential for
success, they also have limitations.
Increasing the size of your current location
Increasing the size of a current location depends on the right set of
circumstances. There must be actually space available for expansion; the structure
must be right for expansion and there can be no legal impediments due to local
building ordinances or other laws. A larger operation means a greater operating
expense, with no guarantee that sales will increase significantly enough (if at all) to
cover the extra costs. After putting up the capital for expansion, you may find
yourself in the financial hole again after achieving your rewards.
Nevertheless, if you plan well and all the pieces fit together, you may be able to
accommodate more people and expand the possibilities of your restaurant space. You
46
can, for example, set up banquet facilities, a music venue, a lounge area, or even a
game room. Consider the use of space most appropriate for your market.
Adding another location
More commonly, restaurateurs and caterers expand by adding another location.
The new spot may have the same concept, or it may have a totally different concept
altogether. If you are starting a whole new concept, you’ll have to start from square
on in the planning process. If you are keeping the same concept, you may just need to
find a location that has good market potential and figure out how to finance it. There
are just a few focal points to concentrate on:

If you started in a developing neighborhood, you might want to add a location
in a more established neighborhood to further build your brand identity.

Focus on areas where your customers are not coming from, and research the
market potential in those areas. You can do that by checking your mailing lists and
comment cards.

Neighborhood development associations are always seeking new businesses for
their areas. Contact them and see what kind of assistance and support they can offer.

What other demographic groups can you target? If your current target group is
professionals from twenty-five to thirty-five years old, can you tweak your concept to
reach eighteen to twenty –five year olds?

Keep an eye out for up-and-coming neighborhoods that appeal to young
professionals looking for a place to settle down.
The concept at another location may be similar in some ways and very different in
others. For example, you may be operating a successful fine-dining establishment,
but you’d like to open a more casual version of your restaurant. You may have a
different style of service, a similar menu that is also less expensive, and a more laidback atmosphere. The foundation of your concept is pretty much the same, but you
are revising it to target a different market.
Diversify your services
Investors in the stock market diversify their portfolios so they can have a balanced
return in different areas of industry. Similarly, you should consider diversifying your
47
services to meet the other needs and wants of your market. You can expand upon
other areas of food-and-beverage service and market these services as a way to
increase your revenue. Here are a few examples of ways to expand on your services.

Delivery service: it used to be that deliveries were limited to pizza and Chinese
food but now many restaurants use delivery services or are delivering themselves.

Off-site catering/ event planning: catering events mean big money, but the
catering business can be more difficult to arrange as you are likely to need different
marketing kits, contracts and so on.

Selling food to other vendors: sell some of your food (soups, pasta, salads,
cakes, pies) in volume to gourmet deli, cafes, or other vendors.

Lunch truck: you have probably seen these near colleges and office buildings.
It is like having a separate take-out restaurant, except it comes back to your
restaurant.

Private parties: you can close the restaurant for private parties during slow
nights if money is worth it.
You will have to market these services the same way you market your restaurant.
People need to be aware that you offer more than just a pleasant dining experience
and that you can fulfill some of their other needs as well. Consider the types of
advertising media to best reach them. For example, if you have a lunch truck serving
the local university campus, you can advertise in the school newspaper about your
existence. Be sure that you have the appropriate marketing material, such as
brochures and flyers, available for your customers.
Merchandising strategies
You see them just about everywhere, in one form or another-in grocery stores or
gourmet shops, on T-shirts and hats, coffee mugs and shot glasses. Successful
restaurant concepts branch out to merchandising to strengthen their brand identities.
It may even become a significant source of revenue. As successful as your restaurant
may be, you have to continue to reach out to more potential customers.
Merchandising may be a good way to build your brand identity and develop another
source of income.
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What to merchandise?
You can put your name and logo on just about anything, but if you want to
merchandise your brand effectively, you need to figure out what consumers want to
buy. T-shirts, for one, are a popular merchandising strategy for restaurants because
they are relatively inexpensive to produce and are a good way to gain exposure for
your restaurant –not to mention that people love buying them . This may be a
particularly good strategy if you are located in a big tourist area, where out-oftowners are always looking for nice souvenirs. Design is the key here. If your Tshirts are cleverly designed, people may buy them even if they have never heard of
your restaurant. You can use jokes, puns, cartoons, or just something simple like your
logo. You can also produce hats, mugs, shot glasses, golf balls-you name it. Just be
sure to choose products your customer base will buy.
Packaging your food for retail
You customers may often ask if they could buy a particular dish, such as a jar of
sauce or condiment you serve to take home. Consider fulfilling that need by
packaging your products for retail sale. Packaging your product for retail, however, is
quite a complicated process. This may be a costly investment, so you must have a
good plan for the entire process. Here are a few tips to get you started:

Choose food items that have a long shelf life, low pH (acidic level to reduce
risk of food pathogens), and that are easily processed. These include sauces and
soups, dry goods, and items that freeze well and require little preparation.

Determine the market potential for items. Your customers may love your salsa,
but do they love it enough to buy a jar of it in a store?

You may have to adjust the recipes to conform to FDA guidelines, but you still
have to find a way to produce a product that matches your restaurant quality.

Decide whether to choose a copacker or license your brand to a manufacturer.
A copacker manufactures and packages foods for different companies to sell in the
retail trade. Restaurants do not have the facilities to produce the food items on a
massive scale, and the costs for such facilities are enormous. A copacker facilitates
the production efficiently, making it possible for the restaurateurs to sell their goods
49
without the hefty start-up costs. So, do extensive research on the route you choose
and consult an attorney if necessary.

Decide on a design package for your items. You may need the help of a
designer in this case, but your copacker might have some good input also.

Figure out what vendors are most suitable for your items. Look for some good
food brokers to help distribute your food for retail sales.
Remember, the process is complicated, and there is a lot more involved than
what’s listed above. But it can be done, and it may prove to be a worthwhile
investment. Not only are you attracting customers to come to your restaurant, you are
also enticing them to take a piece of your restaurant home with them.
Ethics in Management
The Roman philosopher Publilius Syrus said, “A good reputation is more
valuable than money.” This is as true today as it was in ancient times. And yet, lack
of ethics is perhaps the most widely discussed topic in today’s business world. We
read and hear of illegalities, scandals, and other forms of questionable behavior
bringing down some of the nation’s largest corporations. Caterers are in no way
exempt from ethical concerns. Even the smallest caterers deal in issues of fairness,
legal requirements, and honesty on a daily basis. Examples include truth in menu,
misleading advertising, unexpected and unjustified last-minute add-ons to the party
price, and even underbidding a competitor when the client has disclosed your
competitor’s price.
The truly ethical caterer will assume responsibility for the host to ensure that the
host plans an event in the best interest of the guests. A host who wishes to serve
alcohol to underage guests or barbecued ribs to a group of elderly people (tough to
eat with dentures) is out of line and needs to be advised that this will not work. In
fact, an ethical caterer will refuse to cater an event that is clearly not being planned in
the best interest of the host or guests.
There are times when a caterer is given a free hand in planning a menu. Perhaps
a grieving client calls for food after the funeral of a loved one, saying, “Please send
over food for 50 guests tomorrow night. You know what we like!” The ethical caterer
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will not take advantage of this situation by either providing too much food or
overcharging the client.
Another temptation arises when the caterer is pressed to cater more events on a
certain day or evening than he or she can reasonably accommodate. The extra money
looks good. Unethical caterers will rationalize that they can handle all the events,
even if an inexperienced supervisor or staff must oversee these events, or even if the
kitchen staff will not be able to prepare the caterer’s usual high-quality food because
of lack of time and personnel. Caterers who take on more work than they can
reasonably accommodate are greedy and are considered by many observers to be
unethical.
In the foregoing situation the caterer should decline the work and perhaps
recommend another caterer. Some caterers refuse to recommend another catering
firm because they feel that if the client is not pleased with the other firm, the caterer
who turned down the business will be blamed for the recommendation. Other caterers
freely recommend one or more companies when unable to cater events.
There are times when it is very hard not to bad-mouth a competitor, but this is
considered unethical as well as rude. Those who are ethical would rather point out
their own strengths than downgrade the competition.
It can be very tempting for self-employed caterers to underreport income or
overstate expenses. They rationalize that no one will know if they accept cash for a
party, then fail to report it as income and pay the associated tax, or that no one will
know if they happen to charge personal expenses now and then to the business. Some
caterers who are licensed to sell liquor by the drink or by the bottle are tempted to bill
clients for beverages that were not consumed. These practices are not only
unethical—they are illegal.
Other ethical violations occur when caterers receive under-the-table cash “kickbacks” from suppliers, misrepresent their services to potential clients, or bid on party
plans or ideas stolen from other caterers.
Caterers also soon learn that some clients are unethical. A few are masterful at
finding fault with a wedding or other important event, then demanding a “discount”
51
based on whatever flaw they feel they have uncovered. Some will refuse to pay for
linens that were damaged by candles they lit on them! You’ll find people who, midparty, will ask you to stay “a couple hours of overtime, just to wrap things up”—then
not show up to pay you for the extra time the next day, as agreed. Others will haggle
over the tiniest details on an invoice or try to engage more than one caterer in a
bidding war to lower prices. Caterers who deal with “middleman” organizations, like
destination management firms or production companies, may find that a client of one
of these companies will come back later to try to deal directly with you, thus cutting
out the middleman who recommended you!
As a catering professional, you need to expect a certain amount of this behavior
and must protect yourself if you suspect an ethical question may arise. Insisting on
security deposits, having a valid and authorized credit card number on file for
unforeseen charges, refusing to look at other caterers’ written bids, and standing firm
on your own invoice prices are just a few ways ethical problems can be avoided. And
rather than cut out a legitimate middleman-type of vendor, you can either refuse to
deal directly with a client who tries such a maneuver or suggest a commission be paid
to the middleman.
You will also be put in some sticky situations as—during tough times, and even
good times—certain clients will make unrealistic requests. They’ve often been good,
regular clients too! But they’ll promise you future business if you’ll cater their party
“at cost,” or defer payment for them, or ask some other special favor “just this once.”
These requests are unfair, and you’re right to be squeamish about them. Caterers
should be extremely wary when approached in this fashion. As a general rule, clients
who do not pay their bills in a professional manner, or who are not willing to pay a
fair price for catering services, are not worth the headaches they cause.
The Jefferson Center of Character Education has set forth a list of ten “universal
values”: honesty, integrity, promise keeping, fidelity, fairness, caring for others,
respect for others, responsible citizenship, pursuit of excellence, and accountability.
These values should provide some solid guidance for any businessperson who
considers him- or herself a true professional.
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Looking ahead: catering in the future
What does the future hold for caterers in this new century?
First of all, we know that catering is neither rocket science nor brain surgery.
Change is inevitable in this business, but not at the same rate as, say, in molecular
theory or medical technology. In fact, in catering, rediscovering foods of the previous
century is trendy! Many caterers still feature the signature dishes—honey coconut
shrimp, beef tenderloin, Caesar salad—that they’ve served for decades. Why? The
customers demand, and enjoy, them.
This certainly doesn’t mean things stay stagnant in our industry. Innovative
buffet and food station décor will continue to evolve. Most catering companies will
continue to build their reputations on elegant, “over-the-top” food presentations, and
the healthy competition shows no signs of abating. Other caterers prize research,
developing cutting-edge menu items to set them apart from the pack.
More women are entering the off-premise catering field. Paula LeDuc in the San
Francisco Bay area, Katherine Farrell in Ann Arbor, Abigail Kirsch in New York,
Mary Micucci in Los Angeles, and Joy Wallace in Miami are but a handful of
enterprising women who have grown their companies into catering’s elite.
Staffing woes will continue to be monumental, as hiring, training, and retraining
get tougher. Foodservice has always been a somewhat transient industry. Astute
caterers will use preemployment aptitude and personality testing, master online staff
scheduling systems, and develop their own training programs. They will also realize,
if they haven’t already, that they must treat their employees at least as well as they
treat their clients. Along the same lines, in a top-tier catering operation, the
employees treat each other as well as they treat their clients.
Caterers of the future will come to realize that bigger is not necessarily better.
Having a large volume of business is admirable—but only when the quality of your
work rises to the same level. A company can grow to the point where quality slips,
gross profit margins lag, more equipment is needed, overhead costs expand, and the
bottom line shrinks proportionately. The intelligent caterer will downsize, watch
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margins and profits grow—and overall stress levels diminish—as they become more
selective about the clientele they service.
Caterers are realizing that “high tech” will never replace personalized service, or
“high touch”—but without high tech, they’ll limit their potential for high touch. In an
industry where, amazingly, some caterers still don’t accept credit cards, the savvy
businessperson is learning to embrace new technology, launching interactive websites
and e-mail marketing campaigns. They’re creating improved computer-generated
proposals, rental orders, packing lists, staffing schedules, and instant financial
statements. And they’re realizing that computer-savvy business owners have more
time to do what they love—which is run their business!
Competition will continue to increase. Sales will grow, but not without some
dips, because economic woes, terrorist attacks, and the resulting fears cannot help but
impact the catering profession. More caterers were hurt financially by the recession at
the beginning of this century than by the September 11 terrorist attacks, but both left
their marks on the industry. An increased use of security cameras at high-profile
events (and in some cases, to thwart theft) is one result of the heightened awareness.
Mega-event catering is acknowledged as an excellent way to grow business—at
golf and tennis tournaments, NASCAR races, air shows, boat shows, and more. In
addition to being profitable events, they expose the caterer to a wider range of
potential clients. Then again, a caterer from Augusta, Georgia, generates enough
revenue from serving sandwiches and beverages at the Masters’ Golf Tournament
that he need not cater at all the rest of the year! The pressure experienced in servicing
huge, multiday events is as big as the events themselves, but the rewards can be
significant.
At the end of the 1900s, B. Joseph Pine II wrote The Experience Economy, a
primer about the “new rules of engagement” for businesses. Pine asserts that a new
economic model is taking shape as we move from a service-based economy into an
experience-based economy, where successful vendors literally create an “experience”
for clients by using props and services to engage them in an “inherently personal
way.”
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Pine claims that Walt Disney was the founding father of the “Experience
Economy,” and in today’s restaurant industry there are plenty of examples—
Rainforest Café, Planet Hollywood, Hard Rock Cafes, and other themed eateries that
combine food, service, and atmosphere to create a more “complete” dining
experience. This kind of trend is adaptable for off-premise caterers too, with
elaborate themes, staff members who double as costumed performers, team-building
events, and imaginative menu items presented in wild new ways to delight and
entertain the crowd as well as feed them!
For those who love to have fun, and who are as adventurous as they are
practical, it’s a great time to be a caterer.
Check your progress
Say whether the given statements are true or false and prove your
reasoning:

Customer feedback can be a valuable source of information for you on
improving your business.

Front-of-the-house employees generally have the same perspective as those in
the back of the house.

Restaurateurs expand their operations in one of two ways, either by increasing
the size of their current location or adding other locations.

You can expand upon other areas of food-and-beverage service and market
these services as a way to increase your brand awareness.

If you want to merchandise your brand effectively, you need to figure out what
consumers want to buy.

Caterers are in no way exempt from ethical concerns.

The truly ethical caterer will assume responsibility for the host to ensure that
the host plans an event in the best interest of the guests.

There are times when it is advisable to bad-mouth a competitor.

Even if a guest’s requests are unfair, and you’re not right to be squeamish
about them.
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Questions for discussion
1.
What is customer feedback? And how can you learn what your guests think of
your eating –out establishment?
2.
Why is it so important to take customer feedback into consideration?
3.
How to respond to customer feedback?
4.
Is it important to listen to your employees? Why?
5.
What are the most common ways of expanding a catering business?
6.
What is ethics and ethical management?
7.
What is not ethical in catering? Give examples.
8.
Can unethical behavior blur and tarnish the reputation of a caterer?
9.
What changes should be anticipated in the catering business world?
10.
Is there future for catering?
Follow up activity
Comment on the following statements:
1)
Caterers are realizing that “high tech” will never replace personalized service,
or “high touch”—but without high tech, they’ll limit their potential for high touch.
2)
“A good reputation is more valuable than money.”
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REFERENCES
1. Ronald Lee The Everything Guide to Starting and Running a Restaurant,
Adams Media, Massachusetts, 2006. -305c.
2. Manfred Ketterer How to Manage a Successful Catering Business, John Wiley
& Sons, Inc.2-nd edition, 1991. -327с.
3. Dennis R. Lillicrap, Robert Smith, John Cousins Food and Beverage Service,
Elbs, 2006.-512c.
4. http://sustainability.mit.edu.
5. www.vegansociety.com
6. http://money.howstuffworks.com/catering1.htm
7. www.foodservicewarehouse.com/education/how-to-start-a-restaurant/buyingused-restaurant-equipment
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