Catering in the

Restaurant World How to Make Your Back Door

Profitable

Presented by:

Warren Dietel, President & Owner

Orlando & Tampa, FL

Today’s Session

ALL ABOUT OFF-SITE CATERING!

Learn how to:

• Market to current and potential clients

• Handle off-site kitchen-related challenges

• Price your proposals

• Account for additional labor and rental

expenses

Warren Dietel, Owner & President

• Entrepreneurial from the beginning

• Professional Experience

– Car Detailing, Puff ‘n Stuff Catering, Disney

Weddings, Disney Institute, Scott Kay

• Purchased PnSC in 2003

• International Caterers Association Director

• Partner with Fresh Ideas, East and

RPI Purchasing

My Story

• We started as a bakery

• Opened in 1980 as a family-owned business

• Purchased from my parents in 2003Expanded Infrastructure

in Orlando in 2006 to support growth

• Tremendous potential + aggressive growth plan = 267%

growth in 3 years

The Puff Story

• Over 450 staff members strong (50 FT)

– Diversifying segment base

• Expanded to Tampa in 2009 with an acquisition and opening

of a second office and commissary

• Plans to add third office in St. Louis later this year

• Six exclusive venues & many more preferred

• “Passionately Perfecting Life’s Celebrations!”

The Puff Story

HOW TO MARKET TO

CURRENT & POTENTIAL

CLIENTS

Your Challenge

• Find ways to drive more revenue

and business from each client

• Potential solution: Off-site

catering

• The next questions:

– What are your revenue goals?

– How much of your resources can

you invest into marketing, training,

equipment?

– Will you develop an active or

passive business approach?

Food for Thought:

What Will You Offer?

Full-service: transportation, mobile

kitchen, chairs, tables, china and

flatware?

Special Events: Wedding,

Corporate, Social?

Specialty Cuisine: ethnic, kosher,

vegetarian, BBQ?

Menus: full restaurant menus or

original catering menus?

Your Approach…

• Create a separate brand to market?

• Full-throttle marketing to current

clients and new audiences (PR,

target market advertising, social

media, etc.)

• Invest in equipment and trained staff

dedicated to selling and servicing off-

premise events

• Relationship focus: venues, vendors

and other referral sources

Your Approach…

• Target primary marketing efforts on

current client base via:

– Direct sales, awareness methods

(blogging, invoice advertisements for off-

site “upsells”, etc.)

• Cross-train current staff to work on or

off-premise

• Relationship focus: a primary rental

company partnership to build the best

pricing structure and ensure profitable

business

WHAT TO EXPECT WHEN

YOU’RE EXPECTING…

TO CATER OFF-SITE

Restaurant vs. Catering

• 500 covers per night

• Cooking in a safe,

stocked, climate-

controlled kitchen

• Cook, serve, clean,

repeat.

• 500 covers in 15 minutes

• Cooking on-site

anywhere your client can

imagine!

• Plan, plan, plan, prep,

transport, re-plan, cook,

serve, pack, clean,

transport, repeat.

Taking the Good with

the Challenges

The Good

•Income

– Is nothing without profitability

– Proper pricing is a must

•Exposure

– Branded catering vehicles can create buzz

– Catering clients “introduce” you to their friends and family

•Variety

– Opportunity to try new dishes and expand

your offerings

The Challenges

• Investment: equipment and rentals

– Vehicles, ovens, hot boxes, refrigeration, serviceware,

etc.

– Environment: tents, lighting, ventilation, A/C,

generator

• Solutions:

– Develop win-win

partnerships with rental

companies

– Finance large equipment

purchases if your business

is healthy

The Challenges

• Regulations

– Liability Insurance

– Liquor license (many states require separate for off-

premise)

– Fire Marshall (many venues restrict propane/open

flames)

• Solutions

– Do your research!

– Learn your state laws and research

restrictions at popular venues

The Challenges

• Controls (or lack thereof)

– Equipment loss and damage increase

– Additional runs required for forgotten items and last

minute needs

– Kitchen environment will be different for every event

– Kitchen may be located far from the event space

• Solutions

– Hire a logistics manager to refine your off-site operations

and manage your inventory

– Train staff for a variety of off-site kitchen scenarios

The Challenges

• Labor – Account for additional staff time:

– Training to produce events off-site

• Service timing, equipment set-up, etc.

– Performing pre-event site visits (sales, logistics, event

supervisor)

– Transport, set-up and break-down of the event

• Solutions

– Charge to adequately cover your new expenses

– Hire or utilize your current training manager to develop

your staff in new skill sets

Make a conscious decision – are you in or are you

out?

Off-site catering requires:

•Time

•Focus

•Planning

•Reputation

•…and money!

Make a Decision!

Off-Premise Alternatives

• On-Premise Private Events

– Consider investing in a “private” room for on-premise

events like engagement parties, rehearsal dinners, etc.

• Curbside Pickups

– Consider creating a pick-up program with top-tier service

(i.e. Outback Steakhouse)

• Catering Partnerships

– Consider creating a partnership with a local catering

company who can promote, sell and serve your authentic

cuisine at off-site events, providing an additional profit

center with little-to-no capital investments

HOW TO PLAY AND PRICE

TO WIN!

Make it Producible!

• Edit your menu

• Offer food that travels well

• Make a production plan for

each item:

– Fry foods on-site for freshness?

– Traveling grills for optimum

temperature?

Make it Producible!

Ahi Tuna with mango

and pomegranate salsa,

served on a lotus root

chip

Make it Profitable!

Charge for/to cover:

• Planning Time, Site Visits

• Prep Time

• New Portioning

• Operations and Travel

• Rentals, Plates, Glassware

• New/Specialized Equipment

• Staff On-Site at Events

• Training

Rental Pricing Case Study

VIDEO WILL PLAY

Rental Pricing Case Study

Total Cost:

Rental Pricing Case Study

Rental Pricing Case Study

Rental Pricing Case Study

Grand Total:

$31,371.30

$52 per person

Off-Premise Pricing

• Estimate a 30% - 50%

increase in cost to produce

an event

• Educate your clients about

your service and unique

selling proposition(s) to

reduce “sticker shock”

• Don’t sacrifice profit – only

take business that makes

sense and cents

Make it Successful!

• Define your goals

• Define your culture

• Hire dedicated Catering Sales

and Operations staff

• Invest in the proper equipment

and vehicles

• Get the word out

• …and deliver consistently and

excellently every time!

If you cater, you need the ICA

• Education – Art of Catering Food, Catersource, Monthly Webinars

• Publications – Communicater and E-blasts

• Showcase your ICA website listing to potential clients. Referrals

• Networking – Become a part of our family

• ICA Logo

• CATIE Awards

CATIE: Catered Arts Through Innovative Excellence Awards ICA Culinary

Council Membership

Meet the International Caterers

Association:

www.internationalcaterers.org

Thank You!

Warren Dietel| warren@puffnstuff.com | 407.629.7833

To download a copy of my slides, go to:

http://www.slideshare.net/WarrenDietel

www.facebook.com/puffnstuffcatering | Twitter: @pscatering