About Kevin Good Food Catering Company– Tampa, FL Background in finance, sales and hospitality 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? How to gain confidence and experience with large events Formulas for success in large event catering Using a small core staff to execute How to leverage outside resources to make it all happen.
Characteristics of Large Companies Picture a large catering company… what do they have?
Characteristics of (my) Small Company Check out our fleet…
What do we have in common? We can all compete for the same 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!
Your Decision Do you want to be a large company? Do you want be a large event caterer? You don’t have to be both!
Definition of a large event What is your definition of a large event? $$ or Guest count
“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
Selling The Event Show Your (Perceived) Size! An org chart is a great way to show your size, large or small.
Selling The Event Show your expertise * Credibility * It’s infinitely easier to win large events once you’ve proven that you can execute large events
Selling The Event Show your expertise Powerpoint presentations Photo Galleries Blogs (of other professionals) Badges of Awards Video!
Selling The Event How do you get experience, without experience? Cater event at reduced cost Fake it ‘till you make it Lucky break Give it away for exposure (be careful of “exposure”)
Selling The Event Can you handle the job? Our motto: Under-Promise And Over-Deliver
Selling The Event Paint a Realistic Picture to your Client Set yourself up to execute flawlessly Realistic expectations Foodservice style that works for the venue Come up with creative ideas Be honest
Selling The Event Costing and Pricing The Event No such thing as a quick formula (cost of food x 3?) Consider EVERY cost Reefer trucks? Extra ovens? Additional equipment rental? Staff parking and logistics?
Selling The Event Costing and Pricing The Event Line item every cost (behind the scenes) Factor in PROFIT! Using percentages might sink you. Use REAL costs. Factor in hidden costs – there ARE hidden costs.
Selling The Event Costing and Pricing The Event A myth about large companies… “But can’t the big companies do it cheaper, because they own all of the equipment?”
How To Execute Trust Me… Small Companies CAN Execute
How To Execute But a caveat… You HAVE to be ABLE to execute. Do not over promise and under deliver
Execution-Case Studies Film Fest Events 500-750 guests Cocktail party style DJ plus live entertainment Empty building No running water or electricity
Execution-Case Studies Film Fest Events-The Food Service 3 food stations (that’s it?) No room for box truck or cooking onsite All electricity needs had to be carefully calculated Needed quick service food items
Execution-Case Studies Film Fest Events-The Food Service Developed a “Chef Bar” concept Full assembly staff working “BOH” Servers in front handing out plates Quite simply, a short plate station
Execution-Case Studies TSE Opening Event 1000 guests Cocktail party with food stations
Execution-Case Studies TSE Opening Event-The Food Service 3 food stations (that’s it?) Passed HD’s Designed food stations with multiple access points Food menu was designed based on logistics
Execution-Case Studies TSE Opening Event-The Food Service Small space (storage room) for HD assembly A box truck and parking spaces (with full size oven) Interactive food stations (cook on station)
Execution-Case Studies TSE Opening Event-The Food Service Station 1 – food with excellent hold time, for serving at station Station 2 – specialty fresh pasta that had to be cooked in field kitchen Station 3 – All ingredients cold on station, cooked on the station by chef, then served from chafers
Execution-Case Studies Republican National Convention 26 Events Daily (onsite) 2 to 5 Events Daily (offsite) 2600+ guests daily 3 Full Time Staff, 3 Regular PT Staff
Execution-Case Studies Republican National Convention Large events were around 600 guests Small events were 50 guests Primarily Station or Buffet
Execution-Case Studies Meticulous about details!
Bring in Help! Yes, it costs money Build relationships Never know who will be calling you Never know who you will need Look at the person sitting next to you Find the talent you need & Fill the gaps Other “just” out of town companies
Make the Most of Your Time Today Before you leave the office today – jot down your favorite idea Put it into practice!
Questions? Kevin Lacassin – Good Food Catering Company Tampa, FL Contact me – firstname.lastname@example.org@goodfoodtampa.com