The Roman Report 2012 - 9 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.

What’s Important in 2012?

1. Building a team with common goals.

4. Proper profits achieved by proper pricing.

3. Saving money without lowering quality.

5. Image polishing or makeover through marketing.

6. Personal growth and skill enhancement.

2. Staying close to your customers.

Discuss: Sameness Vs. Innovation

The Roman Report 2012 - 8 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 Website Tips

1. You have 3 to 8 seconds to hook them.

4. Food images don’t stop buyers.

3. Eliminate your address on home page.

5. It’s all about the shopper’s “eye” movement.

6. Give hint of price or price ranges.

2. Eliminate your fax number on home page.

Color Schemes & Typography

“Romanize Your Website” - Wed @ 11:30 - Business Stage

Roman’s Marketing Tips

1. Eat, sleep, & drink social media involvement.

4. Begin a customer loyalty program.

3. Have “live” testimonials on your website.

5. Add an “iron chef” experience.

6. Launch a customer advisory board.

2. Market differently to different groups.

The Roman Report 2012 - 7 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.

What Others Are Doing

1. Creating “tasting” salons that are to die for!

2. Renting unrented floors in buildings for events.

3. Auctioning off catering events.

4. Giving free “first thanksgiving” to brides.

5. Offering “meatless” options.

6. Using the word “bargain” in their advertising.

What Others Are Doing

7. Gluten-free & dairy free available!

10. Organize a “Catering Fair” “Buffet of Buffets”.

9. “Lunch At Your Desk” becoming popular.

11. Organizing marathons.

12. Taking in “apprentice” culinary staff.

8. Opening a “Floral Catering Service”

The Roman Report 2012 - 6 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 Crazy Ideas For 2012

1. Figure out how to give guests safe “care” packages to take home. Up-sell the additional food.

2. Market “all-you-can-eat” buffets.

3. Team up with “nice” competitors to bid mega events.

4. Market “extra-serving” stations with plate service.

5 Place a “kitchen” cam and “event’ cam on your website.

6. Start a “catering broker” division.

Actions For 2012

1. Rethink and rethink again what you want to be and how you wish to grow.

2. Create and then live by your budgets.

3. Endear yourself with your customers continually.

4.  Open satellite offices.

5.. Remain or become a sales driven company.

6.  Understand and rate your team. Go with the winners.

Actions For 2012

7. Spend at least 2% of your annual volume on new marketing upgrades and projects.

8. Mystery shop your own company.

9. Bring in consulting chefs and experts to teach.

10. Try to obtain at least one contract feeding account.

11. Plan on coming to Catersource in 2013!

12. Start a local catering organization.

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 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!