Creating a Successful Catering Event
If you’re running a catering company, the first thing you need before any events arise is an efficient way to handle requests whether they come through the phone, email, or even social media. Once the first point of contact has been made, you need to reply promptly and be willing to answer any questions they may have. If you want the gig, be polite and as helpful as possible while also sounding confident with any requests.
Step 1: The First Conversation – With the first phone call or email, you won’t see success immediately because the client probably contacted several local caterers at once. Let’s not forget, you also can’t give a quote without knowing the menu (or guests) and you’ll also want to see the location before creating a proposal. Despite this, many customers will push you for a price so you need to resist the urge to create a figure in your mind. Even if they know the menu they would like, you still need to consider labor and you don’t want to quote too high or low. If too high, you’ll lose the job and too low will cut your profits unnecessarily.
If they push you for a price, try to give a price range or the price of all the fixed features before letting them know that the variables will soon increase this amount. In the same way, the customer won’t be too happy to let you know their budget so pushing for a guest count can be a good replacement for you. If they seem to be unsure of the more expensive options, tell them about lower-cost ingredients and how they can be used to create a similar dish. Alternatively, you could talk about the easier dishes to prepare as opposed to the ones that require more labor.
Step 2: The Second Conversation – When you speak for a second time, this will generally come in a face-to-face meeting; preferably, this will be at the venue itself. At this stage, you can show the customer your menu and discuss budgets, guest counts, and more. If possible, get the details in writing so any quote you provide will be subject to the guest numbers changing. If the customer has no idea how many guests will be attending, make sure they know the date by which you need this piece of information.
At this point, you can get an overall idea of what they’re looking for whether it’s a sit-down menu or perhaps a buffet-style dinner. As you tour the venue, you’ll quickly see what equipment is available, what equipment you’ll need to bring, where everything will be logistically, and how many members of staff will be required. To prevent misunderstandings, we also recommend a clear conversation regarding what you provide and what they’ll need to bring. For example, if they want a chocolate fountain which you can help with but cannot provide, the customer needs to know this.
Once you have all the available information, you can calculate a quote including absolutely everything. If the customer is happy, you can send out a contract with all the details itemized as well as any caveats you have (such as a change in the number of guests leading to a higher price). From here, you can request a percentage of the fee as a deposit and you’re ready to get started as soon as the contract has been returned.
As you reach the week of the event, make sure you have the staff pencilled in for the day and the food ready to go. By phoning the client, you can confirm the final details, guest numbers, and more. Unfortunately, customers tend to push the boundaries here and make a few changes last minute so be accommodating but without causing a loss for your business.
Step 3: The Packing – No matter how many times you create a large event, the packing process never gets easier. Just like packing for a vacation, we walk around like a headless chicken trying to remember everything. For this reason, we recommend drawing up a packing list.
Some time before the event, sit down with one other person from your business and write down everything you need. With the two of you together, you should remember utensils, linens, serving dishes, ingredients, napkins, salt and pepper shakers, cutlery, serving platters, and everything else you’re likely to need. If you’re renting furniture for the event, you also need to take control of this and make sure it turns up on the day.
When it comes to the packing itself, always save the important items and ones you’ll need first until last so they’re on top and you don’t have to go digging when you arrive. Next, always pack items well so you don’t have a disaster when unpacking from the van. With this, the same also applies for your food because common sense will always win. Rather than putting the heavy bottles of wine on top of the bread, try to pack sensibly, keep all important food covered, and ensure everything will be just fine when you arrive.
When packing, don’t forget your packing list because you can check off the items as you pack. If you create a spreadsheet on the computer, you could allow for two empty columns for packing and collecting all important items when the event has finished. If possible, use waterproof labels for trays and other equipment so you don’t leave anything behind; even a tupperware tub will eat into your profits so plan ahead. With organization at every step of the way, you aren’t likely to forget anything, your customers will be happy with a superb event, and you won’t leave anything behind.
Step 4: The Event – To get prepared and have everything ready for when the guests arrive, we recommend getting to the venue at least an hour beforehand. Of course, arrive earlier if you have large batches of food to cook and prepare as much as you can in advance. When you arrive, create a schedule for cooking food from fresh and heating up others you’ve already cooked. Before trays and serving dishes leave the kitchen, make sure they’re garnished properly too.
With catering events and buffet-style food, the key to success is keeping an eye on which food is being consumed the fastest. As soon as you notice certain dishes getting low, have the next batch prepared so you can make a seamless switchover without there being empty plates on the table. With your staff, have them as your scouts looking for the most popular foods while retrieving empty dishes as soon as possible. In addition to food, keep the tables clear from empty glasses and the whole venue looking clean and tidy.
Recently, we heard a company get called a group of ‘food ninjas’ and this is the perfect way to describe how your team should operate. If your customer notices the food getting replenished as it should without seeing your catering staff, this is when you know you’re doing well; be present without being present.
As the dishes make their way back to the kitchen, have them packed or clean them as soon as possible depending on the arrangement. From here, you can help the event to run smoothly and grab your packing list as the event comes to a close. Before taking it all out to your van, make sure you have everything without accidentally taking anything belonging to the client or venue. As you load it onto your vehicle, keep the list handy and tick as you go.
In terms of food, this should be wrapped and left under the control of the client since they’ve paid for it. Although you shouldn’t provide a full maid service, we do recommend sweeping the floors and counters so they’re as you found them. From here, the next steps will depend on how you operate because some companies will ask for payment on the day while others send a bill the next day (to be paid within a certain amount of time). In truth, this decision is completely down to you and how you like to do your finances but make sure the client knows the situation. For some, they prefer to send a bill even if it means receiving the money later because they can make it clear how gratuities aren’t included in the fee.
Special Note: Advertising – During any event, you shouldn’t be actively advertising your own service because you’re simply there to make the event run smoothly as assistance. However, you can add your company name and logo to the aprons of staff members as well as handing out business cards to those who ask. Other than this, never advertise your service pro-actively because this isn’t your job.
Once again, we go back to the ‘be present without being present’ rule because this is a great way to look at your service. At all times, your focus should be on the event itself and ensuring your client is happy because they’re the ones paying for your time. For some reason, some caterers get the impression they become guests but mingling with the guests isn’t appropriate just like eating the food isn’t appropriate when walking around the venue.
Conclusion – With these five steps, you should be able to feel confident in your catering service to provide a fantastic service for all guests. As long as you do your best with every event, you don’t have to live with regret and you can progress your business in the way it deserves.