The Roman Report 2012 - 5 of 9

Note: This education comes from the visuals I used during my session “The Roman Report 2012” at Catersource in February, 2012. There will be a total of NINE (9) separate posts to cover the information I gave at the conference.

Roman’s False Assumptions #4 Assumption for banquet facilities:

It’s better to totally book two years ahead instead of taking a chance on not getting bookings if one were to hold back key dates.

Roman:

Only true if you are pricing at least 20% over today’s prices. If not, then you are diluting your opportunity for proper profit with supply & demand tactics.

Roman’s False Assumptions #5

Assumption: People want healthy, organic, locally grown, etc. food when catering.

Roman:

For some. The vast majority of shoppers are looking to celebrate an important and joyous occasion which means that these otherwise important factors will be taking the day off on event day.

Roman’s False Assumptions #6

Assumption: That non-performing staff, at all levels, will somehow change and overcome whatever their “problem” is and amaze you! Just give them a little longer.

Roman:

More than likely not. Consider moving them into another company job where their skills and temperament have a better chance to succeed.


NEXT WEEK: FOLLOW ME ON MY CRUISE ABOARD THE EPIC LEAVING FROM MIAMI! 

"The Catering Way" - Guest Article by Jon Wool - Finesse Catering, Cuisine and Consultation

As a member of The Catersource Consulting Unit (CCU), I was part of a team that offered free half-hour client consultations during last month’s 2012 Conference and Tradeshow. A dozen owners or managers of both large and small companies sat before me and, one after another, asked my advice about a run of familiar subjects: kitchen management, operations, and sales people shying away from selling. One concern in particular seemed consistent among nearly all of these companies. As one caterer explained, their employees had commandeered the ship and were steering off course. I was reminded of the great line from the Herman Wouk classic, The Caine Mutiny Court Martial:

“…There are four ways of doing things on board my ship: The right way, the wrong way, the Navy way and my way. Do it my way and we’ll all get along…” – Captain Phillip Francis Queeg

Queeg has the right idea and years of hard fought experience to back him up. Trouble begins, though, when he compromises the safety of his own ship and loses the respect of his men. (Note that the first sign of Queeg’s demise comes when learning of a quart of missing strawberries. At least he’s on top of his food inventory). Eventually, those under Queeg’s command wrestle away control of the ship and subsequently stand trial for insubordination.

Switch this scenario to hospitality and substitute the word ‘Catering’ for ‘Navy’ and we suddenly empathize with Queeg, even if, as caterers, we are immune to any such neurosis or dysfunction. What advice then, did I give to those sitting before me in the Catersource consulting rooms?

Of course, we’ve all experienced discord at some point and largely because of the highly passionate, creative and often competitive personalities that our industry attracts. Our staff may be well meaning, and some may be selfish but most simply have different measures or methods for success.

My advice: first, the business owner must reevaluate and restate the company mission and its pillars of success. Consider involving key personnel in this process to promote unity and a shared vernacular. Next, adapt the approach celebrated by Michael Gerber’s The E-Myth; create clear jog descriptions with measureable goals. Also design replicable systems that may be served by the individual rather than systems that serve the individual. Finally, most bi-weekly or monthly manager meetings to evaluate ways that systems, performance and creativity are serving the mission and pillars. With leader at the helm and crew on board to help steer, the ship should find its course. Or as the great motivational coach, Napoleon Hill once said:

“It is the set of the sails, not the direction of the winds that determines which way will go…”

JON WOOL

The Roman Report 2012 - 3 of 9

Note: This education comes from the visuals I used during my session “The Roman Report 2012” at Catersource in February, 2012. There will be a total of NINE (9) separate posts to cover the information I gave at the conference.

At Least One More Concept

Certain things never come back if you miss them the first time or simply postpone them to a better time. As the economy improves many caterers will spend less time thinking about QUALITY OF LIFE ISSUES!

What I’m Hearing - Good

1. “My bookings are back to 2007 levels!"

2. “Vendors are now competing for my business.”

3. “Corporate buyers are coming back!”

4. “I’m actually getting a chance to take some time off.”

5. “Things are definitely getting better.”

6. “My staff is amazing."

What I’m Hearing - Not So Good

1. “Everyone is lowering their guarantees."

2. “Everyone wants me to lower my price.”

3. “Am I the only company that isn’t doing well?”

4. “I don’t really believe in social media.”

5. “How do I sell my business?”

6. “I can’t find good salespeople."

The Roman Report 2012 - 2 of 9

Note: This education comes from the visuals I used during my session “The Roman Report 2012” at Catersource in February, 2012. There will be a total of NINE (9) separate posts to cover the information I gave at the conference.

At Least One More Concept

Certain things never come back if you miss them the first time or simply postpone them to a better time. As the economy improves many caterers will spend less time thinking about QUALITY OF LIFE ISSUES!

What I’m Hearing - Good

1. “My bookings are back to 2007 levels!"

2. “Vendors are now competing for my business.”

3. “Corporate buyers are coming back!”

4. “I’m actually getting a chance to take some time off.”

5. “Things are definitely getting better.”

6. “My staff is amazing."

What I’m Hearing - Not So Good

1. “Everyone is lowering their guarantees."

2. “Everyone wants me to lower my price.”

3. “Am I the only company that isn’t doing well?”

4. “I don’t really believe in social media.”

5. “How do I sell my business?”

6. “I can’t find good salespeople."

The Roman Report 2012 - 1 of 9

Note: This education comes from the visuals I used during my session “The Roman Report 2012” at Catersource in February, 2012. There will be a total of NINE (9) separate posts to cover the information I gave at the conference.

Opening Thoughts

2012 will be better than 2011 in many ways, but not in every way. Caterers need to seek new opportunities while firming up what they already do. Most importantly, caterers need to stop selling product lines that don’t make proper profits.

Special Thought For 2012

At this time in our world’s history, we should be happy that we all work in the hospitality industry which has kept more people employed than most other industries. In my opinion, we should all be glad that we are employed in a great profession that seems to be growing at a higher than average rate.

Overview Of My Thinking For 2012

1. Change, adapt, and/or adjust just about everything.

2. Learn the name of your best buyer’s dog.

3. Take your marketing to “new” levels.

4. Stop trying to “save” staff that doesn’t want to be saved.

5. Evaluate your sales, culinary, and ops procedures.

6. Think like entrepreneurs, but live with budgets.

There’s never been a better time to be a caterer!