Sell What Your Catering Does - Not What It Is!

When marketing your catering, always explain or imply the results of what you offer. For example, if you have great staff that works your events, don’t just say “Our serving staff are great” without adding the benefit to the host for choosing a caterer that has great staff. For example: “Our staff is great, which means that your guests will want for nothing and you can be a guest at your own party.”

Don’t just write or say the word “buffet” without adding detail through descriptive words. For example: “We use 16-foot buffet stations with our uniformed chefs serving your guests.” The prospect now has more information to form a mental picture not just of what the buffet is but also of what it is doing.

In a bid, when you are describing a selection of passed hors d’oeuvre, don’t head the list with just the words “Passed Hors d’oeuvre.” Tell the reader what the hors d’oeuvre are actually doing: “A Variety of Hot and Cold Hors d’oeuvre Passed on Floral-Garnished Silver Trays by our Tuxedoed Servers.”

By giving this type of information, you cause the prospect to wonder about how the other caterers they have talked to serve their hors d’oeuvre. Do they use silver trays? What are their servers wearing? Verbs, adverbs and adjectives sell catering. Nouns sell very little.

Job Description: Operations Manager

JOB SUMMARY

Have a complete understanding and working knowledge of all catered and delivered events to include all equipment requisition and scheduling of Delivery Drivers. Delivery Drivers report to the Operations Manager.

GENERAL REQUIREMENTS

• Attendance – must be able to maintain a regular and reliable attendance record

• Normal work hours – Must be able to work under the supervision of (COMPANY NAME) during normal work hours

• Overtime – Must be able to work overtime when needed including emergency overtime and during busy times of the year

• Holiday work – Must be available to work holidays when needed

• Physical standards – Must meet the minimum physical standards as set by (COMPANY NAME) Physical standards include ability to lift 50 pounds, carry 25 pounds, and stand for 6-8 hours in a day

• Driver’s license – Must maintain a current valid automobile driver’s license if required as part of the job

• Driving record – Must maintain a good driving record if required to drive as part of the job

JOB FUNCTIONS

• Attends weekly production meeting to attain information necessary to complete all equipment requisitions for served events

• Oversee the completion of all equipment requisitions, paper goods for deliveries and report deficiencies to Operations Manager

• Complete a weekly forecast and run report of equipment for the weekend

• Rent any necessary equipment to alleviate shortages

• Scheduling of all delivery personnel to ensure efficient and timely catered deliveries

• Ensure all delivered functions are picked up in a prompt manner

• Complete performance evaluations for delivery drivers

• Enforce uniform code for delivery personnel

• Assist with checking out delivered and served events

• Will be required to work off premise events

• Assist and communicate with the Warehouse Manger when necessary

• Act as Catering/Operations Manager in their absence

The functions for this job position listed above are not all encompassing and you may be required to perform other duties as assigned.

Being Unique In Your Marketplace

Catering companies tend to copy or clone each other. Many catering businesses are opened by professionals who have already worked for one or more caterers in the same city where they have their own new operation. Because they tend to use many of the same policies, procedures and menus they learned while at the other companies, the new catering business is often built in the image of these other companies.

When buyers call four or five catering companies to gather information and find what they get is that similar, they are unable to find a reason to select one caterer over another. What if all the companies they call have the same deposit, refund and guarantee policies, with pricing methods are similar if not identical and using exactly the same sales scripts and rules? Because one caterer seems to be the same as the others, the shopper can concentrate only on price.

Concentrate on talking, acting and being different than the other caterers in your city in as many ways as possible so shoppers can clearly see the differences and advantages of your company over the others. If other companies tend to charge for delivery, then consider building the delivery charge into the price and offering “no delivery charges.” If other companies require a 50 percent deposit, charge 30 percent to create an advantage for the shopper where it counts.

To create differences between your business and others, you need to do some investigation of the other companies. Consider this to be a form of competitive analysis. As long as you are gathering your competitor’s information in a legal manner you are on firm ethical ground.

To learn about your competitors:

·   Check out their websites closely.

·   Ask common vendors, like your party rental dealer, about your competitors’ strengths and weaknesses.

·   Mystery-shop your competition—almost everyone does it. It would be a wonderful world if you could just walk into a competitive caterer, introduce yourself as a competitor and then pick up the information you need.

·   Chat with any of your staff who may have worked for other caterers in your city.

·   Attend public charity events that competitors are catering, to see them in action.

Enter The Boxed Lunch Contest!

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Job Description: Lead Server

JOB SUMMARY

Arrives at site of event, and is responsible to direct set up of dining room and cocktail area in a consistent fashion within the time frame allotted under the direction of the lead server. Servers will pass hors d’oeuvre, clear dishes and other debris during cocktail hour, keep hors d’oeuvres tables filled and clean. Servers will also be assigned to additional tasks prior to dinner service as the need arises, such as helping at the bar, making salads, lighting candles, pouring wine or champagne. Servers will be expected to maintain a gracious manner with all guests and uphold our high level of service. Service of all meals will be directed by the lead server and will be covered during initial training and will be repeated during pre-meal meetings. Servers will be responsible for complete dining room duties to include clearing of all dishware/glassware as directed, crumbing tables, and removing soiled linens if required. Prior to leaving any event all Servers will be checked out by Lead Server. Servers agree to work all scheduled shifts and to follow all rules discussed during orientation. The Lead Server will assign tasks to all Servers.

GENERAL REQUIREMENTS

• Attendance – must be able to maintain a regular and reliable attendance record

• Normal work hours – Must be able to work under the supervision of (COMPANY NAME) during normal work hours

• Overtime – Must be able to work overtime when needed including emergency overtime and during busy times of the year

• Holiday work – Must be available to work holidays when needed

• Physical standards – Must meet the minimum physical standards as set by (COMPANY NAME) Physical standards include ability to lift 50 pounds, carry 25 pounds, and stand for 6-8 hours in a day

• Driver’s license – Must maintain a current valid automobile driver’s license if required as part of the job

• Driving record – Must maintain a good driving record if required to drive as part of the job

JOB FUNCTIONS

• Direct with Event Manager the specific instructions and procedures to assure the successful execution of the event

• Call all Servers two days prior to event to provide directions and schedule

• Responsible for the sign in sheet and reporting hours worked

• Ensure all servers are where they should be (i.e. in a position to help wherever necessary

• Cloth tables, set tables, set out condiments, and keeps water glasses filled

• Takes direction from lead server during cocktail hour

• Serves each course as set in training and reviewed in pre-meal meeting

• Clears each course according to direction of lead server

• Organizes clearing trays in an orderly fashion

• Keeps iced water and bread filled at each table

• Clears and crumbs tables when meal is completed as well as removing all salt and peppers, tray stands, etc

• Removes soiled linens to linen bag

• Assist back of house wherever necessary

The functions for this job position listed above are not all encompassing and you may be required to perform othe

Tips From Roman: How Do You Feel About Them?

1. When selling an important or high volume client... use a team approach. Have your salesperson, chef, and operations person join you for the first meeting. This will make a shopper feel more important and give an edge to your company.  


2. A great salesperson decides ahead of time WHAT they are going to sell the client!


3. The goal of a successful catering contract is to get the second sale! By writing in a "user friendly" manner, buyers will tend to buy again.


4. It is both a caterer's right and responsibility to raise prices to meet market conditions.

5. Don’t send bids out too quickly or late. Getting the info to shoppers too soon might suggest that you didn’t put very much time into your thinking, while getting it to them too late shows an unprofessional lack of caring.