IMCEA's Annual Conference - San Antonio

This week I was a speaker at the annual IMCEA educational conference held in San Antonio. The International Military Community Executives Association (IMCEA) members are foodservice professionals that work for the U.S. Government in the five branches of our military – Army, Navy, Marines, Air Force and Coast Guard. In essence these fine people are part of one of the largest groups of caterers anywhere.

I enjoy speaking for the IMCEA simply because they work for our amazing men and women that protect our freedoms and make the ultimate sacrifice to our nation. My presentation was 90 minutes in length and was called “Enhancing Special Events”. If you would like a PDF of my presentation, simply email me at mikeroman@mac.com with a subject line IMCEA.

Kent Cummins, CMCE - Executive Director IMCEA

The Executive Director of IMCEA is Kent Cummins. CMCE who has become a solid friend of mine. Kent has owned restaurants, done catering, and was and still is a professional magician. Several months ago I mentioned to him that my first attempt at making money as an entrepreneur was my business (when I was twelve years old) called “Mike The Magic Kid”. Yes, silly now, but I was able to learn a few basic magic tricks to work as an entertainer for birthday parties, etc. I actually made some spending money! Also, I enjoyed being on stage.

CLICK ON PHOTO FOR LARGER IMAGE

So, when I arrived in San Antonio Kent presented me with a fun package – my own “Mike The Magic Kid” magician’s kit containing a bunch of magic tricks. You can see by the photo that Kent really went out of his way to have some fun with this project using Photoshop to place my head in a tuxedo and top hat! Great job Kent! It should also be mentioned that Kent has operated “Magic Camps” for children learning about the wonderful world of magic. Thanks Kent.

Note: The IMCEA is a business partner of Catersource and helps make our annual conference in Las Vegas a great success!

Our Info Appears On Another Blog

Check our one of my posts being posted onto another foodservice blog "Catering & Me".

http://cateringandme.blogspot.com/2011/07/interesting-info-from-others.html

Harry Spivak, an old friend, has a very neat blog - check  back with it from time to time.

Cartewheels Catering: A Very Cool Website

While in San Antonio I called my long time friend Debbie Stein owner of Cartewheels Catering in Kerrville, TX. To find her phone number I simply Googled her website - I was blown away by her very cool and powerful website. Above is one photo for weddings that really excited me for its' creativity.

Check out her site at:http://cartewheelscatering.com/catering/weddings

Post Exchange Catering Launches “Feeding Love” Facebook Sweepstakes

Here is a neat promotion using social media from one of our Catersource Conference Alumni - check it out.


Atlanta - Atlanta, GA.- July 12th, 2011 - Post Exchange Catering, a local, family owned and operated company out of Atlanta, GA, has launched their Feeding Love Facebook Sweepstakes. Post Exchange Catering will be donating one book for every ten people who enter the sweepstakes on Facebook and will additionally be selecting one participant to receive a free Nook (Barnes and Noble’s Reading Tablet). 

How to Enter:

Step 1: “Like” Post Exchange Catering’s Facebook page at https://www.facebook.com/#!/PostExchangeCatering

Step 2: Enter the Feeding Love Sweepstakes on Facebook page at https://www.facebook.com/#!/PostExchangeCatering?sk=app_121121694568521 

Contest Details:

Contest will begin on Monday June 13th, 2011 and will run through July 24th, 2011. One winner will be selected at random to receive one free Nook. The winner will be announced on Wednesday, July 27 th and will be contacted via Facebook message with further information on how to receive their prize. 

Just by “liking” Post Exchange Catering on Facebook, a customer will automatically receive 100 of Post Exchange’s Rewards Points for their Rewards Program, which allows customers to receive gift cards to various commercial stores and restaurants or have the option of donating the money they would otherwise receive to a charity that Post Exchange regularly gives to.
By taking that relationship one step further, and choosing to enter the Feeding Love Sweepstakes, a customer will not only have the opportunity to win a free Nook, but chose to share the love even further and help Atlanta Children’s Shelter. 

###

About Post Exchange
Post Exchange Catering in Georgia has been successfully serving its corporate customers since 1993. Post Exchange offers corporate catering services for meetings, company picnics and holiday parties. In addition to serving corporate customers, Post Exchange serves local community organizations with donations each month. Every month Post Exchange donates one dollar from every order placed to organizations within their community. Known for their commitment to community and professional on time performance Post Exchange Catering serves the metro Atlanta area. For more information, view http://www.postexchangecatering.com/ .

Dinner With Friends

The other evening Bernice and I had the pleasure of spending an evening with Amy Garrard, Director of Marketing for Tablecraft, and Elmer Martinez, owner of Gryphonmedia. We arrived at Prosecco restaurant in Chicago just before the city had a huge thunderstorm with hail.

Amy Garrard & Elmer Martinez

Amy & Elmer's companies both had booths at the Catersource 2011 Conference & Tradeshow. Tablecraft (tablecraft.com) has a creative line of tabletop equipment for caterers and Elmer's company does vehicle wraps and large graphics (gmedia.com).

Here are some photos of what we ate:

It was a great evening filled with story telling and a lot of laughter!

My New Addiction: Pawn Stars!

It just happened to me. If you've watched it then I don't need to explain. It is a fast moving highly interesting cable show that is about the "happenings" in a Las Vegas pawn shop. It is actually informative and teaches one how to bargain.

Check it out:http://www.history.com/shows/pawn-stars

Brigham Young University Catering

One of the most memorable consulting/training sessions I’ve ever done was with Brigham Young University in Provo, UT last May. They have two main brands – BYU Catering and BYU Food To Go.

I had never been to Provo before and was truly struck by the beautiful BYU campus with the magnificent Rocky Mountains in the background. Even more memorable were the people I meet over my three-day visit. The BYU campus has 30,000 plus students. Here is a paragraph form the BYU website:

Brigham Young University seeks to develop students of faith, intellect and character who have the skills and the desire to continue learning and to serve others throughout their lives. Established in 1875, the university provides an outstanding education in an atmosphere consistent with the ideals and principles of its sponsor, The Church of Jesus Christ of Latter-day Saints. 

Campus foodservice and catering at BYU is a combination of science and hands-on culinary talent. They make the vast majority of their menu items from scratch. The school operates one of the largest cook-chill operations I’ve ever seen – simply amazing. I watched (with hairnet in place) as thousands of fresh bagels and GALLONS of ice cream were being produced.

The culinary team is dedicated to taste and quality. While they have the same challenges that face caterers in general and college foodservice professionals in particular, I was very impressed with the catering team and the products and services they produce and serve.

One quickly realizes that the catering team is truly interested in success and happy guests. I saw the true spirit of hospitality in the eyes and actions of the catering team members. It was real and not just put on for my visit. During my meetings with the sales, operations, and culinary teams I quickly realized that they each understood the importance they played in creating memorable events for people.

One of the more unique experiences for me was when I casually mentioned at lunch that I hadn’t really had a chance to see or taste the catering teams range of menu items. What surprised me is that after a phone call was made to Banquet Chef Adam Jones from Catering Manager Kirk Rich requesting some samples for me to try, I was standing at a table filled with tasting plates within one hour of the call… very impressive indeed!

I’ve had the pleasure of working with many different college/university foodservice departments in North America, but BYU would rank in the top three that I’ve ever consulted with. If you are ever traveling to Provo and wish to see an amazing catering operation, please contact me.

Have A Safe & Happy Hoiday Weekend!

I'm taking the weekend off for family and R & R. Let's treasure our liberties! See you on Tuesday the 5th.

Mike

What Can We Learn From My Dentist Dr. Szurgot?

Ideas are always around us to be found if we just pay attention. Yesterday I made a visit to my wonderful dentist Dr. Szurgot. The project at hand was the need to have a tooth pulled. Like many people I am somewhat hesitant when it comes to visiting my dentist – even though he works miracles on my apprehension and nervousness.

When you narrow it done to a single reason why I work with Dr. Szurgot is that he “cares”. He cares about my comfort. He answers all my questions. He works swiftly and exercises extreme professionalism.

What can we learn from Dr. Szurgot? He is in the service industry just like caterers. He has as much, or possibly even more, competition than caterers. Also, he has other dentists that sell dentistry at a lower price than he does… as most caterers do. So, I imagine that he understands “forging relationships with clients.

Last night, after I finished dinner with Bernice, he called my condo from his car as he drove home from a ten hours day to “see if all is well”. We had a nice conversation and after answering a few questions about my recovery, he reminded me that I should call if anything concerns me. This is extreme customer service. He is the only dentist that has ever done this to me. How about you? Has your dentist called to make sure you were OK?

I’m just going to suggest that while many caterers say they call their clients after an event, I believe that this doesn’t happen as often as caterers infer it does. Caterers are just too busy and a quick email survey or thank you letter to clients will get the job done nicely. Please consider calling clients personally to check on the outcome and to once again thank them for helping you pay the rent and the salaries of your team.

My mother used to call clients in the one-hour window before the food and staff were scheduled to arrive at the event to tell them that everything looks great and the staff team is excited about the event.  Can you imagine what the host is thinking when the caterer calls one-hour before the event team and food is supposed to arrive?

In one phone call you take your client from the depths of “what’s wrong” to “thank you for calling”. This is caring for clients and outstanding marketing!

Audio #4 - Roman On "Passion" (5:17)

My thoughts on how staff utilizes passion.

New Way To Pay Part-time Event Staff

You may think I’m putting you on with this concept, but really, I think this concept has a place in some companies. This concept deals with paying your part-time event staff… especially for off-premise events.

It all starts during the hiring of the staff person and deals with their pay. The pay is offered based on the “amount of work” they wish to do. Another way of thinking of this is that they get paid on “how much physical abuse they wish to take” during the event. OK, maybe a little dramatic on my part, but most part-timers come in two basic “models”… those that love to get involved and are anxiously willing to work as hard as it takes to get the event handled or the other model that holds back, is slow to carry the tables, and intellectually “hides” from the event leaders in the hope they will be able to stay in a “slow” mode.

Now from the staff team’s point of view, if your company pays the same amount for the willingly participating worker as you do the shirker and lazy model, a potential rift develops in the minds of the hard workers of “why am I working so hard while that person is holding back yet getting the same pay as I do?”

So, during your hiring process of part-timers why not say “we pay those who wish to really work hard and fast by doing the heavy lifting and more intense jobs $4.00 more per hour than those who just wish to work the less intense parts of the events without exerting too much effort like pouring water and scraping dishes. Which do you wish to do if we hire you… the harder work or just the simple stuff?”

Once you stop laughing, please remember that I have clients who use this concept with great success. I suggest you at least think about it. By the way, I can assure you that some new hires will choose to get paid less and work at the easier jobs!

What I Learned At My Granddaughter's Graduation

Last month, Bernice and I attended our granddaughter's Alexandria Wax's college graduation from Syracuse University. This was the largest graduation I've ever attended - 4,100 of the world's future leaders sitting on an indoor football field. Massive sight, yet very well organized.

The first thing I learned is that ushers are important. To get a good seat, most parents and relatives were ready to "rush" to their seats as soon as the doors opened at 8:00 AM with the start of the ceremony scheduled for 9:30 AM. I sat, kind of bored passing time, watching how professional and thoughtful the ushers were in handling the excited and "rushing" parents in search of the right seats.

First, they were in a constant "smile" and "may I help you" frame of mind. Yet, they maintained order and safety by using their physical bodies to block aisles to slow or stop the rush so they could check tickets and provide assistance to older or challenged guests. My first thought was that the university had one heck of a training program for the ushers. I'd love to meet and speak with these trainers!

I was sitting close enough to the ushers to hear them as they handled every sort of excuse from parents like "I need to sit in this section so I can get better photos of the graduation" or "I left my ticket at home" or "I need to look around for my family". They handled each of these, and others, with grace and a smile. Above all, this team of ushers had the knowledge of what they were supposed to do and the pride to make it all happen. This is a good lesson and reminder for all teams of catering professionals.

Secondly, I absolutely loved the fact that the concessions were selling $4.50 bagels!

One Of My Favorite Chicago Restaurants - Coco Pazzo

Last night Bernice and I invited our Granddaughter Dori Davis out for dinner to celebrate her birthday week. She wanted Italian, so it was a simple choice - Coco Pazzo on Hubbard Street in downtown Chicago. Great food and service and easy parking - oh, yes - the bread is to die for. www.cocopazzochicago.com

Here are some shots of how the food looks -

And of course, this is what I really come for - the bread!

Dori and Bernice!

All and all a great evening. The server forgot to charge us for our desserts ($26), but when I mentioned that to him he waived the charges - my kind of restaurant. Of course he got an extra large tip!

The Difference Is In The Differences

Remember that old saying, “If it walks like a duck and quacks like a duck, it must be a duck.” The phrase deals with the perceptions that people have about what they believe to be true. Sometimes, however, the perception becomes muddled and may lead to incorrect conclusions.

Caterers can significantly increase their business success by understanding how this phrase applies to shoppers seeking a caterer. If we simply reword the phrase above to read, “If it walks like a caterer and quacks like a caterer, it must be a caterer,” we can discover some interesting concepts that will help us.

Shoppers of catering are constantly exposed to the public perception of what a caterer and catering is. When a shopper calls five different caterers for information, they often get similar, if not exactly the same menus, formats and rules from each of them. In other words, most caterers in a particular area tend to copy what the other caterers do, so shoppers are hearing the same “quacks” from each caterer whether it’s menu pricing, staff charges, guest guarantee deadlines or deposit and cancellation policies.

These “me-too” concepts that many caterers follow lead the shoppers to a false perception that all caterers are just ducks, that one caterer is the same as all other caterers. Since they’ve not met any “me-different” caterers, the only thing that many shoppers are seeking is lower price. In truth, these me-too caterers set themselves up unwittingly as a commodity when the real goal is to create a win-win buyer/seller relationship.

This leads me to my suggestion to our subscribers who wish to pick up business. Concentrate on not being perceived as a me-too company. Create your own, different set of rules. You just need to sound unique and to offer the shopper the chance to realize that you are a company that transcends the perception that caterers are all the same. Your goal is to clearly make the shopper understand that with your company, they have finally met a caterer unlike other caterers.

You need to be viewed as the company that offers different and alternative solutions for corporate and social clients shopping for a team of professionals to assist with their food and event needs. To do this you need to present your information in a more “buyer-friendly” format, making sure that your rules and procedures do not mimic those of your competitors. Your company must become the clear choice in the shopper’s mind as the company that is totally unlike the other ones they have talked with.

Don’t quack at the shopper; envelop them with your differences!

Just When You Think It Is Safe To Go In The Water!

Well... it finally happened. I became part of the technology determined red light guilty. $100 contribution to the City of Chicago.

Kind Of Busy Today...

Well... if you haven't heard by now, we sold the majority chunk of our dear Catersource to a wonderful British company UBM. I've posted the news release we just sent out to all our customers, alumni, exhibitors, and sponsors below. I will catch my breath and write about how and why the sale happened in the next few days on the blog.


Until then, just know that Bernice and I are extremely happy and Catersource will become even more important in the world's foodservice and catering industries. I'm excited because I can visualize the good things that are coming for all those associated with Catersource.


Here's the letter that was email to our complete list of friends:

Catersource is now positioned for worldwide growth through the acquisition of a majority stake of Catersource by UBM.  My partner, Kelvin Lee and I made the strategic decision to join UBM, 

a leading global business media company with operations in 30 countries, to maximize Catersource’s full potential. Kelvin and I, along with our entire Catersource and Event Solutions team, will remain at the forefront of the company’s continued growth.

Catersource will join UBM Live’s portfolio of companies serving the Food & Leisure industries both in the USA and internationally. The new conference attendees and subscribers that will be introduced to our educational conferences, tradeshow, magazines and network of catering and event professionals will have a continued positive impact on our industry. UBM Catersource’s growth will also help our exhibitors, sponsors and business partners reach their goals.

Simon Foster, Chief Executive of UBM Live said:

“Catersource is the leading events business in the fast-growing US catering industry. We see strong opportunities to grow the brand by leveraging our US and worldwide events infrastructure, as well as driving synergies with our UBM events. We are delighted that Kelvin Lee, Mike Roman and their team will be joining UBM Live and look forward to working with them to develop the business going forward.”

UBM Catersource will continue to provide caterers and event professionals with the education, information and products that will keep them on the cutting-edge, while they offer their clients the latest catering and event trends. Thank you for supporting Catersource over the past twenty years. With your continued support, the resources and people of UBM Catersource will keep our industry vital and strong. See you all at Catersource 2012 in Las Vegas!

-------------------------------------------------------

UBM plc is a leading global business media company. We inform markets and bring the world’s buyers and sellers together at events, online, in print and provide them with the information they need to do business successfully. We focus on serving professional commercial communities, from doctors to game developers, from journalists to jewelry traders, from farmers to pharmacists around the world. Our 6,000 staff in more than 30 countries are organized into specialist teams that serve these communities, helping them to do business and their markets to work effectively and efficiently.

For more information, go to www.ubm.com

Media Contacts: Peter Bancroft, Director of Communications, Email: communications@ubm.com

Direct Telephone: +44 20 7921 5961

Guest Article by Carl Sacks: The Five Secrets of Highly Profitable Caterers

NOTE FROM MIKE: Below is my blog's very first guest article written by my very good friend Carl Sacks.  Carl is Catersource's Director of Consulting and is the smartest person I know about teaching caterers how to operate a better business. I've learned so much from Carl over the last thirty years of our friendship. From a trivia point of view, Carl attended the very first educational seminar that I presented in Lexington, KY some thirty years ago. We became fast friends and as some of you will remember, Carl and I traveled the country two years ago doing a "ton" of seminars! Thanks Carl for being my first blog guest writer! Here's Carl!

My Friend Carl Sacks

What is a Highly Profitable Caterer? Any medium to large caterer that sends 10% or more to the bottom line year in and year out fits this category. We have worked with many of these companies, and have noted some characteristics in common among them:

1. Highly Profitable Caterers have superbly trained, supported, and well-compensated sales teams.

There are a few large market caterers with sales teams averaging over $2.5M in revenue per year per salesperson. Even in medium markets, there are caterers with average revenue per salesperson of over $1M. In general these are among the largest full service caterers when calculated by revenue, and nearer the top end than the middle in pricing.

If you are a well established caterer in the full service market, and your sales team is averaging well below these numbers, then it may be time for a sales review. When we work with caterers with underperforming sales staff, we find that sometimes the problem is in the way the sales responsibilities are structured, or inadequate sales training has been provided to the team.

 2. Highly Profitable Caterers have the tools in place to financially analyze quickly and effectively all components of their business.

As a business, every catering company is the sum of a hundred or a thousand or ten thousand transactions. What most Highly Profitable Caterers have in common is the ability to analyze the one or a set of these transactions, to determine their profitability. One company that we work with that does about $10M per year in revenue started to analyze for profitability every single full service event they cater – and as a result of this was able to raise their profit percentage greatly.

Nearly every catering software program has this functionality built in to the system, but only the minority of the companies that we visit use these tools. Whether it is necessary or possible to analyze every single event is subject to debate, but there is no question that at least some events should be reviewed for profitability standards on a regular basis.

 3. Highly Profitable Caterers know their market position, and have developed pricing strategies based on this understanding; and also are focused much more on gross profit margin than on food cost.

Market based pricing is much more effective than the multiple of cost pricing that most of us learned when we started out. As Mike Roman says, the appropriate price is the most that a client is willing and able to pay, which is much more appropriate than basing your prices on an arbitrary cost multiple.

Gross profit margin is the most effective indicator of how well a company is run, because it takes into account all of the different facets of pricing and cost of goods. A caterer can manage to run an excellent food cost but still not be sufficiently profitable, because they spend to much on labor, or don’t adequately markup the other services offered. Solely focusing on food cost is like swimming with only arm.

 4. Highly Profitable Caterers are scalable, and have the ability to adjust to current conditions rapidly and effectively.

Since the beginning of the most recent downturn, it has become ever more apparent that the ability to respond quickly to the twists and turns of the economy is hugely important. Some caterers have done mass layoffs, but are now struggling to get back on track in time for what looks to be a reasonably busy season. It is possible to overshoot with cutbacks, which can be devastating when the market starts to improve.

The key to this point is to have a well-managed and efficient operation when times are good, which will enable you to survive and even thrive during difficult times. It is said that well run companies gain market share during a downturn, and from what we have observed recently, this has been the case during our current difficulties.

 5. Highly Profitable Caterers know their limits, and do not try to be all things to all buyers.

It is usually a good thing for a catering company to be reasonably diverse, but the key word is reasonably. 

SECOND NOTE FROM MIKE: I invite anyone who has something to say or teach to professional caterers to contact me about publishing their thoughts in my blog. No pay, but hopefully great fame and a good feeling in the pit of your stomach. 

Testimonials Make Sales

What someone else says about the quality of a catering company is far more believable to a shopper than what the catering company says about itself. For most people, buying catering is a new and scary situation filled with high anxiety. Unlike restaurants, there are very few “rating” services on catering businesses for shoppers to gain confidence in a caterer’s quality or level of service before they buy. Many shoppers also are convinced that salespeople and marketing pitches are often unreliable.

Catering is a major purchase for most people or corporations. A lot of money is spent without any real assurance that the catering will be as it’s promised to be. This is why testimonials from previous users are extremely crucial for the success of any caterer especially when buyers fear making a mistake that they might regret.

Testimonials are important to shoppers because they gain confidence to buy and then are able to assess blame to others, either intellectually or really, if something goes wrong with the event by saying “One of the reasons I chose to use the caterer was because I read all the great comments and testimonials that their past customers sent them”.

Interesting isn’t it? Think about why you ask others for recommendations before you buy or don’t buy an expensive or important product or service i.e. doctors, dentists, autos, painters, and lawyers. We ask because we are in search of the good, bad or inside tips on the product or service we are seeking and to gain a safety net of being able to blame others.

Here are some ways to generate and use testimonials:

a. If prospects come to your office, you should have your walls flooded with framed letters and notes from happy clients. Take time to talk about these testimonials or take one down from the wall for the prospect to read before you start your sales presentation. Also, don’t be afraid to place testimonials you received via email on the wall for all to see.

b. If you use a large photo album with images of your past events for the prospects to view, don’t hesitate to place testimonials in this album in such a way that they will see them as prospects turn the pages in the photo album. In other words, don’t put them in a special section in the back of the album. Mix them in with the photos. Also, take time to talk about them in the same way as you do about the photos. Every testimonial has a story behind it.

c. Place testimonials throughout your website, not just in a special separate section. Intersperse them with the other content. If possible add a photo from the event the happy client is referring to and label it as such.

d. Create a “music on hold” message that actually has prerecorded testimonials from the actual happy clients. When prospects hear “Hi, my name is Bob Smith from Hanover Supply. ABC Catering did a fantastic job on our annual event. The food and service were super and they now cater all our functions. I highly recommend them”. You have just received a huge advantage over your competition.  By the way, everyone who caters always has a few clients who would just love to do this type of recording!

e. Inexpensive software now exists for you add audio clip testimonial attachments to your email. Imagine how powerful this would be in creating a positive feeling in the mind of the buyer.

f. Form a Customer Advisory Board of past clients whose names you will, with permission, place on all your letterhead, email, website and marketing pieces to make all potential clients understand quickly that you are a major player in the marketplace. Prospects would be able to see the names, company names, and locations of your Customer Advisory Board members. All caterers have people they could ask to be on the board that would jump at the idea. By the way, have meetings with these people to let them help you grow your business with their ideas and expertise. Reward your board members with a 5% discount on their catering for the period they are on the board.

g. Don’t forget about your own testimonial. As you speak with prospects, offer the reasons why you chose to work with your company. Discuss openly and frankly demonstrating your passion for your company. Here is a possible script:

“Jim and Mary, I always like to share with my clients the reasons why I decided to work with ABC Catering. When I was interviewing with the major caterers in town to determine who I wanted to work with, I quickly realized that ABC had a dedication to customer service and an amazing culinary team that stood out over all the other companies I meet with. Also, I found …”

Meryl & Andy Snow's "Private Life" Exposed!

 OK - did I get you? This is a look into the private life of two outstanding caterers - yes? These are uncensored photos - maybe? It is fun to see them.

The refrigerator below is located in the Snow's second home on the Jersey Shore in Sea Isle. They visit, except for longer vacations, between two to three days each month. The home, with four bedrooms, has housed groups of twenty-eight guests and is also used for company business retreats during the year. (more below)

According to Meryl "Andy (Meryl's husband) cooks dinner every weeknight and I do the dishes." Andy shops each day for their evening meal which they eat between 7 PM and 9 PM. A little gossip... "Andy makes a mess when he cooks at home because he knows I will be cleaning up" stated Meryl. The Snows enjoy eating at either their Philadelphia area home or Jersey Shore summer home but do go out to dinner, time permitting, on weekends.

What I found interesting in the photos is that some of the shelves have LABELS on them - once a caterer always a caterer! Notice the homemade blueberry jam!

NOTE: I thank Meryl for sending me the photos of her refrigerator and invite other readers to do the same. I will have a surprise for anyone who does. Send them to mikeroman@catersource or call me to discuss at 800-932-3632.

Mike's Audio: Caterers Are Very Special (3:38)

Mike Roman's view on why caterers are so very special and lucky at the same time!

What I'm Thinking Of Teaching at CS 2012

Here's the educational sessions I'm thinking of teaching next February at the 2012 Catersource Conference & Tradeshow. The titles are self-explanatory, so if you wish to give me your thoughts through Facebook, phone (800) 932-3632 or email mikeroman@catersource.com please know I will appreciate it!

The Roman Report 2012

Evaluating Yourself As A Salesperson

Dealing With Lower Priced Caterers

Roman's Guide To Kitchen Management

Being A Better Manager

I'm open to any and all suggestions! Please let me know your thoughts!


MARK YOU CALENDARS: FEBRUARY 26-29, 2012 - CAESAR'S PALACE, LAS VEGAS

Here's What Some Caterers Put In Their Contract/Agreements

THESE ARE JUST SAMPLES OF PARTS OF CONTRACTS USED BY SOME CATERERS... THEY ARE EXAMPLES OF PARTS OF A CONTRACT, NOT A WHOLE AND COMPLETE CONTRACT. IF YOU LIKE ANY OF THEM, RUN THEM BY YOUR ATTORNEY BEFORE USING THEM.

1. EXAMPLE OF COPY FOR CUSTOMER COUNT SECTIONS OF A CONTRACT/AGREEMENT

A. The number of persons listed on this contract shall be guaranteed by the customer, even if the number of guests served is lower than the guarantee given.

B. All costs are based on the guarantee given. However, a customer may reduce the given guarantee by up to 10%, as long as the customer notifies ABC Catering of the reduction more than 72 hours before the event.

C. Caterer has extensive experience in determining and preparing the correct amount for each menu item for the guaranteed group size. It is our custom to prepare enough extra to cover groups that eat above normal amounts of foods. However, in no case, are we required to have extra food for numbers higher than the guarantee given.

D. Customer agrees that they will pay additional, at the agreed per guest price, for any guests that increase the guarantee... even if the food is available.

E. If the final guest count is 10% greater than the guarantee, an additional 10% service charge will be paid by customer to cover the extra burden placed on the staff at the event by being shorthanded.

F. Customer agrees that the caterer will retain all foods and beverages, remaining at the conclusion of the event, that have been brought by the caterer.

G. The final count, or guarantee, is due 7 business days in advance of the event. Following the final count, the number may not be lowered, but may be raised. A 15% surcharge may be added to cover additional last minute expenses of getting the added food and beverages for the additional guests.

2. EXAMPLE OF COPY FOR CANCELLATION SECTIONS OF A CONTRACT/AGREEMENT

A. Customer understands that once a contract is signed, the caterer may decline other profit-making opportunities for that day. Accordingly, the client will be responsible for the entire contract cost even if the event is cancelled.

B. Customer understands that as the event date comes closer, the caterer has hired event staff, purchased foods and beverages, and contracted for kitchen labor. Accordingly, the client will be responsible for the entire contract cost even if the event is cancelled.

C. If the client notifies the caterer in ample time, the caterer will make every effort to rebook the date or lower the amount of the loss. In this case, these savings will be passed along to the client.

D. If the client’s guest count drops more than 50% from original guarantee, the caterer has the right to cancel the contract unless a higher price is negotiated to offset the loss of profit.

E. In the event that a client cancels the function with not less than 2 weeks prior to the date, 50% of the deposit will be retained by the caterer. If the event is cancelled with less than 1 week notice, the client will be responsible for the entire amount due.

3. EXAMPLE OF COPY FOR DAMAGE TO CATERERS STUFF SECTIONS OF A CONTRACT/AGREEMENT

A. Customer understands that all property brought to the event location, including but not limited to all serving equipment, floral arrangements, skirting and linens, non-floral centerpieces, and all other property belonging to caterer, shall be removed by caterer at conclusion of the event.

B. In the event that any of the caterer’s property delivered to the event location is broken, stolen, or missing, whether due to actions of customer, their own staff, or guests, the customer will be responsible for replacement cost of any such property. In the event that such loss is due to the caterer, the client will not be liable for replacement.

C. Client understands that all of the caterer’s property will be removed at the end of the event. If the customer requires, or asks, for any of this property to be left behind, the client shall be charged an appropriate fee for use of this property.

REMEMBER: GET AN ATTORNEY’S APPROVAL BEFORE USING!

Meryl Snow: Excerpt from "Style Me Pretty"

All of Meryl's videos are available on the Catersource website. www.catersource.com

A Great Afternoon With Very Cool Caterers!

Yesterday afternoon I had the pleasure of spending a few hours with my friends from Finesse Catering in Chicago. I love to spend time with them because they know what type of company they wish to be and strive everyday to do some exceptional catering for happy clients in Chicago.

Finesse Cuisine's Tagline is:
YOUR VISION. OUR ARTISTRY, ONE EXPERIENCE.

The Finesse front of the house Team: Left to Right Jon Wool and Carole Wool (owners), Melanie Spratford (marketing coordinator), and Caroline Melia (operations assistant). Check out their website www.finessecuisine.com. These are the kind of caterers that you can always call (I mean you are readers) to talk catering. Their phone number is (312) 280-9999.

(Here is some copy from their website that I really like)

DIFFERENCE

What is the Finesse catered experience

For you, it means…
Custom creations blend form with function, substance with style – signature cocktails, synchronized wait staff, inspired décor…  
Expressions of gratitude from your guests – an outstretched hand, an appreciative smile, a heartfelt embrace – for a one of a kind experience…                                                                                                                                       A growing realization that your vision has been transformed into the extraordinary.

For your guests, it means… 
Farm fresh ingredients that zing with flavor… 
Enticing aromas with high notes of passion and base notes of brilliance…  
A crescendo of conversation, a smile of satisfaction, then a deep appreciation for a truly memorable catered experience.

Special: The Handout From A Recent Speech

Note: I'd like to share with you the educational handout I gave to attendees at a recent speech I gave...

Managing Your Catering For Maximum Profit with Michael Roman, President & Founder
Catersource Magazine, Conference & Tradeshow

A. FIRST THOUGHTS: Customer service, creative menu presentations, plus real or perceived value, seem to be what buyers of catering are seeking. 2011 will continue to be a year for change, adjustments, and analysis with catering departments creating their own luck.

Catering Trends in U.S. Foodservice
http://www.reportlinker.com/p0358447/Catering-Trends-in-US-Foodservice.html
“Going forward, we believe that sales will rise 9.1% in 2011 and 6.5% in 2012.”

B. Thoughts on Catering in On-Site Foodservice Programs: 
1. Catering is either a “service” or “expected” as part of your contract.
2. Catering can be a profit center, lost leader, or just a necessary evil.
3. A viable catering unit helps renew existing contracts while selling new ones.
4. Staff considers catering exciting, creative, and rewarding or just a lot of extra work.
5. Important to separate “drop-off” and “full-service” catering.

C. What We’re Telling Commercial Caterers: 
1. Think “Walmart” instead of “Costco” when it comes to product line development.
2. Shopper’s want an “iron chef” experience.
3. Some shoppers want to get to the end quicker.
4. Grasp the importance of your inbound marketing procedures and scripts.
5. Talk less about your food and more about your people, service, and presentation.
6. Value is saving money, looking good to others, or getting a “favorable” answer to a request.
7. Identify and sell your “Grandmother won’t get wet” benefits.

D. Simple and Inexpensive Marketing Ideas: 
1. Launch a tasting and/or demonstration blitz… get in front of old and new buyers.
a. Start in your public and food dispersion areas then move away if you sell the public.
b. Host “Food Critic” tastings.
c. Hold referral open houses.
d. Show-off what you do with food or you will lose market share.
2. Market and sell what your product/services do for clients… not just what they are.
3. Form Customer Advisory Boards.
4. Twitter, Facebook and YouTube.
5. Publicly thank your customers in a “testimonial” fashion.

E. The Current Catering Trends: 
1. How the food is presented and served is more important than the food itself.
2. Restaurants are going “big” while catering is going “medium to smaller”.
3. It’s important to talk about organic, green, and sustainable, but few will pay for it.
4. All-day inclusive catering packages for meetings are back strong – they represent value.
5. Branded foods are selling very well.
6. Food trends are being set by food network programs.
7. Most shoppers want to negotiate with the caterer for something.
8. Sanitation and food borne illness are now a topic of conversation during selling.
9. If you can sell weddings – go for it!

F. A Few Thoughts On Pricing 
1. Use matrix pricing – offer middle, higher, and lower packages all at the same time.
2. Sell down to sell up. Sell up to sell down. Sell up and down to sell the middle.
3. Use “per guest” instead of “per person.
4. Test oddball pricing - $38.37 per guest instead of the rounded-off price of $38.00
5. Resist selling “A” menus at “B” prices. Create “B” menus to sell at “B” prices.
6. List value of “no-charge” items on bids and invoices.
7. Offer “volume” discounts for size, frequency, and other loyalty factors.

G. Sales Scripts That Work: 
1. “Let me take a moment and share with you why our catering team is so special.”
2. “From what you’ve told me so far, I can assure you that we will have some very exciting solutions that will give your guests a memorable experience while offering value.”
3. “You’ve selected a very busy date for your event. I suggest we move as quickly as possible to insure that we are able to assist you.”

H. Final Thoughts: 
1. Sell “non-embarrassment” not just food, ballrooms, and meeting rooms.
2. Understand the differences between order taking and selling events.
3. Stop asking “What is your budget?” and start offering solutions at three price points.
4. Develop and practice “selling scripts”.
5. Catering will not fully succeed until it’s a stand-alone product line and profit center.
6. Tell shoppers the questions they should be asking and then answer them.
7. Catering really is a “growth” segment – please get your full share!