Catering Out of Your Restaurant
By Collen Engle CSC, CHE Chef Instructor – Sullivan University
As a former restaurant owner and current teacher, I often discuss with my students the need to focus on the bottom line. It is not only a measure of skill but eventually it determines how long you will be in business. In a competitive market such as foodservice, it becomes necessary to take full advantage of all the resources at hand.
Restaurant owners and managers have an untapped resource right under their noses……..catering!!
Catering out of your restaurant can be a very lucrative activity for the owner, manager or chef that is looking for new financial opportunities. When done correctly your sales and profits increase. There is added exposure to the general public through the individual or organization that has hired you. Everyone that attends the event can be considered a prospective customer. In the slower seasons or down times it can provide a needed source of income, keep the employees busy and productive and cover your fixed costs. It also allows the cross utilization of product and creation of new items that may be used as specials or permanent additions to your menu.
Before deciding to get involved in catering from your establishment you need to assess your resources. Do you have the personnel? Do they possess the skills needed for catering? Do you have the space for storage and additional prep? Do you have the tools and equipment to participate? Are you organized enough to complete the catering job while still running the daily business? (If the answer to any of these are no, then you must decide whether to make an investment in staff and equipment.) If the answer to any of these questions is yes, then you are ready to take the next step.
There are several approaches you can use in order to develop your catering business. Begin with your regular restaurant clientele. Let them know through table top notices, a sign at the entrance or in an insert in the menu. Existing patrons will be the most enthusiastic and approachable clientele. They frequent your restaurant because they enjoy the food and have confidence in your abilities. Look for notices in the paper or through the local restaurant association, of exhibits that may be going on in town, i.e., bridal shows or food shows. Contact them and ask them if you could set up a booth. Be sure to have some pictures of your food, some price guidelines and a list of the services you expect to provide. Decide if you will go beyond just offering food. Will your services include providing servers, entertainment, beverages, and flowers? Another method of attracting business is through professional groups. Attend local Chamber of Commerce meetings or join local business groups. Let them know that you are starting a catering business. Finally, you can advertise in the local papers or other media. This will be expensive and less effective, so be sure you have exhausted all your other options.
Once you have been approached for your first catering job, be sure that you treat it with all the same professionalism that you use for your daily operations. If you need to bid, use a standard bid form with copies for your client and yourself. Interview the prospective client, gathering all the relevant information, including number of people, budget, day and time, help needed, length of the event, and type of affair. Prepare a quote and submit it to the client. Include the need for a down payment that you can use toward the food cost with the remainder to be paid after the event is over. Remember that a catered event is typically a very special affair for the client so be sure to give it all of the attention it deserves. Despite your ongoing business the catering event has to be treated separately.
When you receive the job your real work begins. Start by creating a master work schedule. This will allow you to plan everything from when the prep will start to what time you leave for the party. Next, create the list of food you will need to purchase. Do not forget to plan when you will have the food delivered and how it will be stored. Set up a labor schedule for what food will be made on what days leading up to the event. Prepare a list of all the equipment you will bring to the party. Decide what food will be finished at the restaurant and what will be finished at the event. Be sure to visit the site of the event beforehand so that you are familiar with the equipment and layout of the kitchen as well as the flow of the party. I have known chefs that arrive sight unseen and have been surprised when their sheet pans did not fit into the oven. Keep in mind the same standards that you use in your restaurant on a daily basis and prepare the food as close to service as possible. Prepping can be difficult when you are feeding your regular customers so be prepared to work at off peak times or gain access to another kitchen (try local churches or civic groups). Check things off your list as you accomplish them, giving you a sense of achievement and keeping you organized.
On the day of the event, double check the list for everything that you need to bring. Often if you forget something the customer may have it, but this can seem unprofessional. In most cases your facility will be too far away to be easily accessible for forgotten food or equipment. Be prepared. Load the car or van or truck being sure to secure the food well. Keep all hot food hot and cold food cold on the way to the event with the necessary equipment. All party personnel should either follow or be given detailed directions to the site along with time of arrival.
After arrival seek out the owner or host to let them know you have arrived. This is the time to discuss any last minute changes. Find out where to unload and where to park the staff vehicles. Get the food inside, consult your master list and get underway. Keep in mind the importance of this event to the host as well as to your future business possibilities. Be available to speak with the hiring party.
As it gets close to the party go over assignments with kitchen staff and servers. Check to be sure they are professionally dressed and understand their roles. Catering often creates the need to have several responsibilities and party personnel should understand this. During the party be sure to check with the client to assure that all is going well or if there are any changes to the plan. Depending on the event, remain flexible, adjusting to late arrivals, toasts and speeches.
As the event winds down use the time to begin cleaning up and breaking down. Perhaps the best advice would be to clean as you go, especially if the event is in a home where the cooking takes place in the kitchen. During this time all staff should have an assignment or they should be sent home. Garbage, kitchen cleanliness and house maintenance must be taken care of. Leave the facility cleaner than when you came. Before leaving collect the remaining money due or make arrangements for receiving the balance. Thank the client or host. Be sure to check the area for equipment, jackets, and food you may have left. If you are leaving food for the host be sure to leave instructions for reheating with expiration dates.
An event, be it sandwiches for ten or dinner for 400, can be extremely profitable. You can expect returns of anywhere between 50 and 75% of your food cost with labor cost and wait staff paid separately. After the event assess what went right and where you can improve. Keep a journal of the food you created, the prep list and master work schedule. These will make your next job easier. Enjoy your new business. After all, you are a professional, and a professional should take full advantage of all their resources.
For further reading, copies of forms, and methods of catering, check the following resources: Kitterer, Manfred, “How To Manage A Successful Catering Business”, 2nd Edition Reynolds, William; Roman, Michael; Splaver, Bernard, “Successful Catering”, 3rd Edition
Many thanks to Collen Engle CSC, CHE- Chef Instructorat Sullivan University.
Chef Engle's Biography can be found here
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