small caterer, large persona - catersource 2013
TRANSCRIPT
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
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
Kevin Lacassin – Good Food Catering Company
Tampa, [email protected]