Off-Premise Catering Management


By Bill Hansen

John Wiley & Sons

ISBN: 0-471-46424-4


Chapter One

Introduction to Off-Premise Catering Management

Off-premise catering is serving food at a location away from the caterer's food production facility. One example of a food production facility is a freestanding commissary, which is a kitchen facility used exclusively for the preparation of foods to be served at other locations. Other examples of production facilities include, but are not limited to, hotel, restaurant, and club kitchens. In most cases there is no existing kitchen facility at the location where the food is served.

Caterers provide single-event foodservice, but not all caterers are created equal. They generally fall into one of three categories:

Party food caterers supply only the food for an event. They drop off cold foods and leave any last-minute preparation, plus service and cleanup, to others.

Hot buffet caterers provide hot foods that are delivered from their commissaries in insulated containers. They sometimes provide serving personnel at an additional charge.

Full-service caterers not only provide food, but frequently cook it to order on-site. They also provide service personnel at the event, plus all the necessary food-related equipment-china, glassware, flatware, tables and chairs, tents, and so forth. They can arrange for other services, like décor and music, as well. In short, a full-service caterer can plan an entire event, not just the food for it.

Off-premise catering can mean serving thousands of box lunches to a group of conventioneers; barbecuing chicken and ribs for fans before a big college game, serving an elegant dinner for two aboard a luxury yacht, or providing food, staff, and equipment for an upscale fundraiser with hundreds of guests. On a "degree of difficulty" scale from one to ten-one meaning "easy" and ten meaning "most challenging"-on-premise catering is a two, and off-premise would rank a ten!

Off-premise caterers meet the needs of all market segments, from the low-budget customer who looks for the greatest quantity and quality for the least amount of money, to the upscale client with an unlimited budget who wants the highest level of service, the ultimate in food quality, and the finest in appointments-crystal stemware, silver-plated flatware, and luxurious linens. Between these two extremes is the midscale market segment, which requires more quality than the low-budget sector, but less than the upscale.

Off-premise catering is an art and a science. The art is creating foods and moods, as the caterer and client together turn a vision into reality. The science is the business of measuring money, manpower, and material. Successful off-premise caterers recognize the importance of both aspects-art and science-and are able to work at both the creative and the financial levels.

In off-premise catering, there is only one chance to get it right. Many events, such as wedding receptions, occur only once in a lifetime. Other events are scheduled annually, quarterly, or on a regular basis, and the caterer who fails to execute all details of such an event to the satisfaction of the client will seldom have another chance.

Unfortunately for some, off-premise catering can be like living on the brink of disaster unless they are experienced. Uninitiated amateurs may not recognize a volatile situation until it becomes a problem, later realizing they should have recognized it earlier.

Catering off-premise is very similar to a sports team playing all of its games away from home, in unfamiliar surroundings, with none of the comforts of home to ease the way. There is no home field advantage, but there is a minefield disadvantage! As caterers plod their way toward the completion of a catered event, there are thousands of potential "land mines" that can ruin an otherwise successful affair. Some examples follow:

* Already running late for a catering delivery, the catering van driver discovers that all vehicle traffic around the party site is in gridlock. The traffic has been at a standstill for more than an hour, the police say it will be hours before the congestion can be eliminated, and the clients and their guests are anxiously awaiting dinner.

* The only freight elevator in a high-rise office building has been commandeered for the evening by moving and cleaning people, thus preventing access to the floor where a caterer is to stage an event scheduled to start in two hours.

* The wrong hot food truck is dispatched to a wedding reception. The error is not discovered until the truck has reached the reception and the bride and groom are ready for their guests to be served. It will take more than an hour to send the correct truck with the food that was ordered.

* A cook wheels a container filled with cooked prime ribs down a pier toward a yacht where the meat will be served to a group of 80 conventioneers in half an hour. Suddenly, the cook is distracted, and the prime rib container tumbles over the edge of the pier into 40 feet of water.

* The table numbers have vanished, and the guests are ready to be seated for dinner.

* The fire marshal arrives at a party site 20 minutes before a catered event and refuses to allow guests access to the party site because the space had not been authorized for party use. * The catering crew arrives at the party site with a van full of food, cooked to order-exactly one week early.

* A new customer places an order and asks that the caterer deliver to a home where family members and guests will have gathered prior to a funeral service. The caterer sends the food and, upon arrival, is told that the person with the checkbook is at the funeral home and is asked to please stop back in an hour for the money. The delivery person leaves without obtaining a signature. Upon returning, there is no one home and no one from whom to collect payment.

* While using a garbage disposal in a client's home, the caterer suddenly hears a terrible noise and watches in horror as water and garbage spew from the disposal all over the floor. The irate customer refuses to pay the caterer and threatens to sue for the cost of replacing the garbage disposal that was ruined because of (in the customer's words) the caterer's "negligence."

* After catering a flawless party at a client's home and loading the catering truck to capacity, the caterer is shocked to learn from the client that all 15 bags of trash must be removed from the client's property because of the neighborhood's zoning ordinances.

* The caterer's rental company representative calls the caterer the morning after an event and advises the caterer that the $600 rented chafing dish is missing. It was there the night before, when the caterer left the client's home.

Get the picture? We could tell horror stories all day! Seasoned off-premise caterers agree, these are only a few of the thousands of obstacles that stand in the way of completing a catered event. This book addresses the various ways to professionally and successfully deal with difficult situations.

With all of these very real potential problems, why are there more than 50,000 off-premise caterers in the United States? Why are more young people studying catering at two-year and four-year colleges and universities? Why are thousands of people starting their own catering companies, risking their savings on their dreams of future success? The reasons are numerous. They may love the adventure of working in new and exciting places. They look forward to the peaks and valleys of the business cycle. They love the intense feeling of satisfaction that comes after successfully catering a spectacular party. They love the myriad challenges of this very difficult profession. Many are their own bosses, with no one to answer to but the client. Many pick and choose the parties they wish to cater. Many make six-figure incomes each year, and others cater occasionally, just for the fun of it.

Comparing Off-Premise and On-Premise Catering

What are the differences between off-premise catering and on-premise catering? Let's examine these differences, from both the client's and the caterer's viewpoints.

From the Client's Viewpoint

Most clients fail to consider the cost of the rental equipment such as tables, chairs, linens, china, glassware, and flatware when they consider engaging an off-premise caterer. They think it will be less expensive to entertain in their homes, or at unique off-premise sites, than in hotels. In fact, it can be more expensive, considering not only the cost of the rental equipment, but also other costs such as transportation of food and supplies to the site, the costs of special labor and décor, the need for tenting, air-conditioning and/or heating, and other expenses. Clients may save some money by buying their own liquor, but this can be insignificant as compared with the added costs. For many clients, the additional costs are far outweighed by the benefits of entertaining in the privacy of their own homes or the uniqueness of a special off-premise location such as a museum, state-of-the-art aquarium, antique car dealership, or historical site.

From the Caterer's Viewpoint

Off-premise caterers must plan menus that can be prepared successfully at the client's location. For example, foods to be fried should not be cooked in unventilated spaces, like small kitchens in high-rise office buildings. On-premise caterers are not as limited in this regard, and they are generally supported by built-in equipment that can support a wider variety of menus.

On-premise party personnel are more familiar with the party facilities than those who work at a variety of unfamiliar locations. Off-premise catering generally has greater seasonal and day-to-day swings in personnel needs, which can create a greater challenge for the off-premise caterer, who is constantly recruiting and training staff; turnover is usually high because such work is on an "as-needed basis."

There is definitely a greater potential for oversights in off-premise catering. Backup supplies, food, and equipment can be miles away or even inaccessible when catering, for instance, aboard a yacht miles from shore.

In spite of the uncertainties, off-premise catering offers the opportunity to work in a greater variety of interesting locations. The work is more likely to be different each day, resulting in less boredom and more excitement. For those looking for unlimited challenges and rewards, off-premise catering may be the answer.

Advantages and Disadvantages of Off-Premise Catering

In his book How to Manage a Successful Catering Business, Manfred Ketterer mentions the numerous advantages of catering:

Advance deposits Limited start-up investment Limited inventories Controllable costs Additional revenues Business by contract Direct payment Advance forecasting Free word-of-mouth advertising Selectivity

Let's discuss a few of these items in more detail. First, most off-premise caterers require some form of advance deposit prior to an event. This deposit provides the caterer with some security if the event is canceled and also can be used to purchase some or all of the food and supplies for the party.

There is no need for large amounts of capital to get started, since most off-premise catering operations begin by using the existing kitchen facilities of a restaurant, club, hotel, church, or other licensed foodservice business. (It is common knowledge that many start their catering businesses in their home kitchens, but it is imperative to state that this is in direct violation of most local zoning ordinances.) In addition, all of the necessary catering foodservice equipment such as china, glassware, flatware, tables, chairs, and linens can usually be rented, thus avoiding having to invest in expensive equipment inventories.

Food and supply inventories, as well as operating costs, are much more easily controlled, because clients must advise the caterer in advance as to the number of guests that are expected. Off-premise caterers need buy only the amounts necessary to serve the event, unlike a restaurant where there is a large variation from day to day regarding the number of patrons and their menu selections.

Off-premise catering generates additional revenues for existing operations like hotels, clubs, and restaurants. They can generate even more profit by providing other services-rental equipment, flowers, décor, music, entertainment, and other accessory services.

Both the client and the caterer have expectations regarding the outcome of the party. These expectations should be clearly spelled out in a written contract. Payment for an event is normally made directly to a manager or owner, eliminating a middleman, whether it's a wedding planner, on-site food and beverage director, or one of the caterer's own staff members. This form of direct payment provides for better cash control and fewer folks to share the profit.

Advance forecasting is more accurate for off-premise caterers, because parties are generally booked weeks, months, or years in advance. Moreover, each part of the country has seasonal swings, which make revenue forecasting somewhat easier. For example, in the South the summer months are generally less busy, but in the North these are the busy months.

Off-premise events generate tremendous amounts of free word-of-mouth advertising, which can produce future business without the necessity of advertising. Many off-premise caterers feel that satisfied guests at one party will either directly or indirectly book another party by speaking favorably to friends and co-workers about the event and the caterer. In other words, one party can create future parties.

Caterers also have the advantage of being somewhat selective about their clients. There are no laws that require you to accept every request to cater. If the job doesn't meet your standards, politely decline. In sticky situations where you've already begun to work with a client but find that your communication styles just don't mesh-or, as sometimes happens with weddings, the client is not heeding your advice and you can't even decide who's really in charge-you can walk away, as long as you do so within the terms of your written agreement.

Off-premise catering does have some disadvantages too: Catering managers, owners, and staff undergo periods of high stress during very busy periods. Deadlines must be met. There are no excuses for missing a catering deadline. Stress is compounded because the workload is not evenly spread throughout the year. For most off-premise caterers, 80 percent of the events are scheduled in 20 percent of the time. For most, weekends are generally busier than weekdays. Certain seasons, including Christmas, are normally busier than others. Of course, caterers must maintain general business hours too!

Many have left the catering field, burned out by the constant stress and high energy demands. The seasonality of the business makes it difficult to find staff at certain times. Revenues are inconsistent, making cash management very difficult, particularly during the slower periods when expenses continue yet revenues do not.

For those caterers who operate hotels, restaurants, clubs, and other businesses, the time away from the main business-spent on the off-premise business-can hurt. It is difficult for even the most well-organized person to be in two places at the same time.

Many hoteliers and restaurateurs find the rigors of off-premise catering too great. Some quit after realizing the difficulty of catering away from their operations. They feel that the financial benefits are insufficient compared with the effort required to cater off-premise events.

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