small caterer, large persona - catersource 2013

HOW TO BE A SMALL CATERER

WITH A LARGE PERSONA

The SpeakersJack Milan

CEO & President, International Affairs

Different Tastes

Kevin LacassinPresident, Global Operations

Good Food Creations, LLC

How Big is Your Company?

The “Real” Speakers

Jack MilanOwner/Chef

About JackDifferent Tastes – Boston, MA

Started company in 1981 Began specifically creating nouvelle French fare, branched to

all types of cuisine Known for cutting-edge, ‘twisted’ foods Relied totally on referral only from word of mouth Limited business to high-end private and corporate events First exclusive venue was in 1986 – 8 year verbal, 10 year

written 9 time CATIE recipient (22-time finalist) 3 time ‘Caterer of the Year (International Spotlight award, 2-

time Catering magazine ‘National Caterer of the Year’) ICA Board member for 10 years, Honorary Board member for 3

years, Advisory Board Member, ICAEF Board Member and President’s Council Member

John Mossman award for Contribution and Dedication to the Catering Industry

Small Caterer with a Large Persona Now, besides being a caterer, we’ve branched out into food

manufacturing

The “Real” Speakers

Kevin LacassinOwner / Chef

About KevinGood Food Catering Company–

Tampa, FL Started Company from scratch in 2008 Quickly became known as an upscale caterer Rapid growth was due to grass-roots sales &

marketing techniques Focused on events, weddings and parties Started as a small caterer doing small parties Now we are a small caterer doing large events

Why Are We Here Today?

Definition of a small caterer Do you want to “have” a small

company but “work” and “look” like a large one?

Keys and characteristics of a “large” persona

Find out what it takes to compete with the “big guys”

How to win the big jobs!

Why be a small caterer?

Quality of life Control “Boutique” or “Niche” Catering “It’s not what you gross, it’s what you

take home” Because you can still compete at a

high level!

how to look BIG

It’s All About Marketing&

Self Promotion&

Perception!

Elements That Contribute To That Perception

Consistent Brand & Logo The Professional Web Site Professional Photography

Media Exposure Consistent and Professional Email Signature

Consistency In Proposals Ability To Compete With The ‘Big Guys’

Social Media Networking

Become an Expert in Your Field!

The Primary Marketing Tools

The Name

The Mission Statement…What is the Image You Want to

Project?

*** First Impressions Count! ***

Marketing – Your Logo

Your Logo – Your Image!Spend the Money

Hire a graphic designerLook Successful (don’t look

“new”)Doesn’t have to be expensiveIt should reflect your business

Marketing – Your Logo

Recognize These?

Marketing – Your Website

Pay to get it done

professionally!

*** First Impressions Count! ***

Marketing – Your Website

How large is this company?

Marketing – Do it Like The Big Guys

Case Study: Red Bull

Marketing – Do it Like The Big Guys

Case Study: Red Bull

Red Bull’s Marketing Budget is estimated to approach $2 Billion

this year

How Much is In Your Marketing Budget?

Marketing – Do it Like The Big Guys

Case Study: Red Bull

Marketing – Do it Like the Big Guys

Photos are Important!

Pictures – “Worth a Thousand Words”

Photos are Important!

Pictures – “Worth a Thousand Words”

Use professional photos to look professional You want to get paid for catering? Then pay

for photography! But here’s a way to get pro photos – for free!

*** First Impressions Count! ***

Creative Marketing & Press

(Almost) Free! - Do a photo shoot

Planners and Photographers LOVE doing photo shoots

They utilize these shoots for marketing

They may want to integrate the food, or just be fed!

Make it clear to the organizers what you want to get out of the shoot

Get free press and free professional photography

Photography & Press

Remember that photo?

Photography & Press

“Day of the Dead” Shoot

Photography & Press

Valentine’s Day Shoot

Photography & Press

Starlit Supper Shoot

Photography & Press: Get Published!

Wedding Blogs BizBash Style Me Pretty Catersource

Show it off!

Your image from the outside…

Want to LOOK like a large company?

then you need to ACT like a large company…

Your Image – Professional, Established

All Seasons Catering – Marin County, CA

Your Image – Professional, Established

All Seasons Catering – Marin County, CA

“We are definitely a small catering company, run mainly by my wife and I and 4 other full-time employees. We have had our company for 28 years”

-Stan Vail

Your Image – To Clients and Guests

Your Image – To Clients and Guests

Consistency

Scripts for EVERYTHING Answering the phone Speaking with clients

Exercise: call 5 chain restaurants and listen to how they answer the phone. (hint: they have a script)

Successful businesses do it for a reason

Consistency – E-Mail

E-Mail is the new standard for communication

Get your own domain nameWhat if you got an email from

catersource@gmail.com?

Develop a company wide email signature

Winning the Large Events. How? Experience Counts Use awards and industry recognition to

your advantage Sometimes you have to “do a favor” and

cater a large job at cost (for experience) (industry event, non-profit event, etc.)

Level the playing field by using your “large persona”

Large Events – Small Company

All Seasons Catering – Big Jobs

“Presenting to Win” (the big jobs) Put together a portfolio with photos Use an org chart to show depth of your company Prove that you are not a one person show Wow them, but be careful not to over-

promise Don't act desperate, but tell them you want the

job Tailor proposal to fit the job - spend time and do

it right If necessary, “bring in the big dogs” a.k.a.

industry friends

Show Your (Perceived) Size!

An org chart is a great way to show your size, big or small.

Show your expertise

Powerpoint presentationsPhoto Galleries

Blogs (of other professionals)Badges of Awards

Can you handle the job?

Our motto:Under-Promise

And

Over-Deliver

How To Execute

Trust Me…

Small Companies CAN Execute

How To Execute

RNC – Good Food Catering Company

26 Events Daily (onsite)2 to 5 Events Daily (offsite)

2600+ guests daily3 Full Time Staff, 3 Regular PT Staff

Show Your Capability, not your size!

How To Execute

DNC – Different Tastes

9 Large EventsAverage guest count 2500 per party

4 day period

How To Execute

Build Your Core TeamStart with the top managers

Move down from thereFill in the gaps

Friends of FriendsFind talent that you didn’t know

existed!

How To Execute

OrganizeCatering software

Excel SpreadsheetsChecklists

Daily Meetings

How To Execute

Divide and ConquerTask List – updated daily for 2 weeks

Hold accountableGive Tasks and *Deadlines*

How To Execute

How To ExecuteBring in Help!

Yes, it costs moneyBuild relationships

Never know who will be calling youNever know who you will need

Look at the person sitting next to youFind the talent you need & Fill the

gapsOther “just” out of town companies

Professional Memberships

ICA – International Caterers Association

NACE – National Association of Catering & Events

ISES – International Special Event Society

MPI – Meeting Planners International

Professional Memberships

NRA or State RA – National Restaurant Association Convention and Visitor’s Bureau

Networking Groups (BNI, BWG)

ABC – American Bridal Consultants

Questions?

Jack Milan – Different TastesBoston, MA

jack@differenttastes.com

Kevin Lacassin – Good Food Catering Company

Tampa, FLkevin@goodfoodtampa.com