She Likes to…

• Spend your money

• Travel

• Attend big, flashy events

• Visit unique venues

And she seems sexy on the outside… until you get to know her.

We’re Talking About…

Catering!

Restaurateurs - Want to Know How to Cater?

2011 Florida Restaurant & Lodging Association Show with

Le Cordon Bleu

is the supporting sponsor of the Ferdinand Metz Foodservice Forum

About the Speaker

Warren Dietel, Owner & President of Puff ‘n Stuff Catering

• Family business began in Trinidad as pastry shop; opened in Florida in 1980

• Career focused on entrepreneurial leadership– Car Detailing Business, Puff ‘n Stuff Catering,

Disney Weddings, Disney Institute, Scott Kay

• Purchased Puff ‘n Stuff in 2003• Current ICA Board Member and regular

speaker for the ICA, NACE, The Special Event and EPCAS

The Puff Story

• 1980: Opened in Central Florida as a family-owned business

• 2003: Purchased from parents, annual sales of $1.8 million– Antiquated infrastructure with inefficient space & poor

equipment, at operational limit

The Puff Story

• Tremendous potential + aggressive growth plan = 267% growth in 3 years

• 2010: over 200 staff members strong (40 FT)– Diversifying segment base

• 2011: expanded in Tampa market with an acquisition and opening of a second office

• “Passionately Perfecting Life’s Celebrations!”

Final Design

State of the Industry

• Economic rollercoaster • Business is slowly returning• De-commoditization is a

challenge– How to be unique, offer

additional, stand-out value while meeting clients’ budget needs?

State of the Industry

• Changed customer attitudes and expectations – Smaller parties (guest

counts & budgets)– More “bang” for less buck– Savvy negotiators, playing

competitors against each other

What is Catering?

It depends on who you ask: •Caterers:

– Providing full-service in addition to food: consulting on event details including it’s flow and location; safely transporting, heating, serving and cleaning up the food; and even offering event rentals such as dishes, décor and more.

•Your Customers: – Whatever they need, when they need it. Don’t be shy

about asking them!

What is Catering?

• Restaurateurs: – What does catering look like for you and your

business?

Restaurant vs. Catering

• 500 covers per night

• Cooking in a safe, stocked, climate-controlled kitchen

• Cook, serve, clean, repeat.

• 500 covers in 15 minutes

• Cooking on-site anywhere your client can imagine!

• Plan, plan, plan, prep, transport, re-plan, cook, serve, pack, clean, transport, repeat.

Is Catering the Answer for Your Business?

• Who is your audience? • What kind of additional food service do they

need? • Can you provide offerings and service that meet

those needs? • What do you do well? • What signature experiences are you known for?

Is Catering the Answer for Your Business?

• Can you maintain the integrity of your brand and deliver on your brand promise each and every time?

• Are they willing to pay for it? – Cost of goods for off-premise catered food is

significantly higher than on-premise, so your retail price will be higher as well.

The Good, The Bad & The Ugly

The Good•Income

– Is nothing without profitability

– Proper pricing is a must

•Exposure– Branded catering vehicles can create buzz

– Catering clients “introduce” you to their friends and family

•Variety– Opportunity to try new dishes and expand

your offerings

The Good, The Bad & The Ugly

The Bad•Investment

– Equipment, vehicles, education and staff• Mobile kitchen equipment, chaffing dishes, serviceware & the

list goes on…

•Controls (or lack thereof)•Logistics •Like opening 15 new restaurants every day…without a testing period

What Kind of Catering Would You Consider?• Pickup? • Delivery: one-way or two way? • Full-service: transportation, mobile kitchen,

chairs, tables, china and flatware? • Special Events: Wedding, Corporate, Social? • Specialty Cuisine: ethnic, kosher,

vegetarian, BBQ? • Menus: full-restaurant menus or original

catering menus?

Beverage Service

• Understand the laws in your state

• How does your license work? • Can you sell liquor off-premise?

Usually an extremely profitable part of restaurant business, bar catering often requires reduced margins to meet customer budgetary requirements.

Off-Premise Catering Alternatives

• On-Premise Private Events– Consider investing in a “private” room for on-premise events

like engagement parties, rehearsal dinners, etc.

• Curbside Pickups– Consider creating a pick-up program with top-tier service (i.e.

Outback Steakhouse)

• Catering Partnerships– Consider creating a partnership with a local catering company

who can promote, sell and serve your authentic cuisine at off-site events, providing an additional profit center with little-to-no capital investments

Make a Decision!

Make a conscious decision – are you in or are you out?

Catering requires: •Time•Focus•Planning•Reputation•…and money!

Make it Producible!

• Edit your menu • Offer food that travels well• Make a production plan for

each item: – Fry foods on-site for freshness? – Traveling grills for optimum

temperature?

Make it Producible!

Ahi Tuna with mango and pomegranate salsa, served on a lotus root chip

Make it Profitable!

Charge and/or incorporate in fee for:

•Planning Time, Site Visits•Prep Time•New Portioning•Operations and Travel•Rentals, Plates, Glassware•New/Specialized Equipment•Staff On-Site at Events

Make it Successful!

• Define your goals• Define your culture • Hire dedicated Catering Sales

and Operations staff• Invest in the proper equipment

and vehicles• Get the word out• …and deliver excellence every

time!

Thank You! You may view or download a copy of this

presentation at:

http://www.slideshare.net/WarrenDietel