The document provides tips for catering companies to win exclusive venue contracts, including understanding the differences between exclusive, preferred, and trusted venue statuses, the impact winning contracts can have on business, how to find requests for proposals (RFPs), maintaining important venue relationships, and best practices for submitting strong RFP responses that highlight benefits, credibility, and what makes the caterer unique. It also includes examples of Puff 'n Stuff Catering's own successful RFP submissions and marketing strategies for venues.

1. CLICK TO ADD SUBTITLEWINNING VENUE CONTRACTS

2. TODAY’S OUTLINE
• About Puff ‘n Stuff Catering in Orlando, FL
• Exclusive, preferred, or trusted. What's the difference?
• Impact of winning venue contracts on your catering business
• Understanding venue commissions
• How to find out about RFP in your area
• Are you relationship material?
• Example submission: Dr. Phillips Performing Arts Center in
Orlando
• Importance of maintaining the relationship
• Tips and tricks for submission
slideshare.net/WarrenDietel

3. ABOUT US

4. ABOUT PUFF ‘N STUFF CATERING
• Over 400 staff members strong (50 full-time)
• Expanded the award-winning team into the Tampa market
• Constructing 30,000 square foot commissary opening in Fall of 2014
• Five exclusive venues & many more preferred
• Central Florida’s only catering company with a dedicated convention
department & venue development manager

5. WELCOME TO PUFF ‘N STUFF
CATERING
http://vimeo.com/channels/puffnstuff/72467471

6. EXCLUSIVE, PREFFERED,
OR TRUSTED

7. EXCLUSIVE, PREFERRED, OR
TRUSTED. WHAT’S THE DIFFERENCE?
• Exclusive:
The caterer is the only choice for the client. This can be in-house operation
or the services are exclusively
• Preferred:
The venue has preferred agreement specifically with venue. The venue will
have list of caterers from 3 or more. Typically some type of catering
commission or licensee fee is paid to venue
• Trusted:
This is more of recommendation by caterer. These venues have an open
door policy for catering. Any license vendor is allowed so no restrictions.
Venue will usually provide an area in business that has vendor information
such as business cards, rack cards and other collateral.

8. IMPACT OF WINNING
VENUE CONTRACTS

9. IMPACT OF WINNING
EXCLUSIVE VENUE CONTRACTS
Venue Status 2011 2012 2013
Palmetto Club Exclusive $57,000 $317,000 $434,000
The Ballroom Exclusive $1,100,000 $1,400,000 $1,400,000
Science Center Preferred $291,500 $270,000 $272,000
TPepin Exclusive $784,000 $900,000 $934,000
WP Farmer’s Trusted $38,00 $46,500 $40,000
Davis Island Preferred $19,500 $25,000 $35,500
Leu Gardens Preferred $189,000 $125,000 $200,000
Lake Mary Events Preferred $219,000 $189,000 $159,000

10. UNDERSTANDING VENUE
COMMISSIONS

11. UNDERSTANDING VENUE
COMMISSIONS
• Percentage of F&B + facility rental fees (Ballroom)
• Percentage of food only (Mezz – Has it’s own beverage license)
• Venue commission on subtotal (Leu Gardens)
• Per guest + monthly rent (Palmetto Club)
• Hybrid/creative solutions (Fantasy of Flight)

12. FINDING RFP’S IN
YOUR AREA

13. FINDING OUT ABOUT REQUEST FOR
PROPOSALS (RFP) IN YOUR AREA
• The venue contacts the caterer direct. Usually based on other
venue recommendations, positive client feedback, great reputation
in the community
• Third party company- some venues hire consulting companies to
design and administer the RFP process
• Solicitation broadcast- Vendorlink, public
announcement, government website
• Vendor relationships
• Specific venue experience (transitioning from preferred to
exclusive, or vice versa if you are not careful)
• Great creative – TPepin example

14. ARE YOU RELATIONSHIP
MATERIAL?

15. ARE YOU RELATIONSHIP MATERIAL?
• Do you have the operational infrastructure to take on more work?
• Do you have the culinary infrastructure to take on more work?
• Are you able to promote venues and do they know it when you do?
• Is your service team actually providing excellent service?
• Can you build/support a marketing program?
• How will you provide value to the venue?
• Do you handle weddings well?
• Can you “walk” referrals in the door?
MAKE A CONSCIOUS DECISION TO MARKET
TO VENUES BY ALIGN MARKETING & SALES

16. THREE LAWS OF MARKETING PHYSICS
“Clients today demand to know precisely what’s in it for
them, why they should believe you will deliver, and what
sets you apart from the competition.”
~Doug Hall
Eureka! Ranch
• Overt Benefit
• A Reason to Believe
• Dramatic Difference

17. VENUE DEVELOPMENT MANAGER
• Responsible for sourcing and winning new venue relationships
• Manages RFP submission process
• Connecting piece between venue and sales staff
• Maintains Venue Guide website and updates sales staff with news
about venues
• Conducts annual performance reviews for venue management
• Assists venues to gain exposure by providing access to marketing
and sales
SETS PUFF APART FROM COMPETITION
BECAUSE NO ONE ELSE HAS A
DEDICATED VENUE DEVELOPMENT MANAGER

18. ARE YOU RELATIONSHIP MATERIAL?

21. HF Deck

22. EXAMPLE SUBMISSION:
DPPAC

23. EXAMPLE SUBMISSION:
DR. PHILLIPS PERFORMING ARTS
CENTER
• Title Page- page 1
• Table of Contents- page 2
• Letter of Transmittal- page 3
• General Information- 5 & 6
• Letters of reference- page 9 & 16
• Marketing plan- page 17 - 22
• General Statement of experience- page 32
• Financials- page 33 - 37

32. Website
The Puff ‘n Stuff Catering website receives an average of
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Page 19
Corporate Marketing

42. TASTING MENU

43. TASTING MENU
IMAGES

44. TASTING LEAVE BEHIND

45. MAINTAINING THE
RELATIONSHIP

46. THE IMPORTANCE OF
MAINTAING THE RELATIONSHIP
• Deliver on every word of your RFP (Town Manner Example – we
were not ready).
• Tracking what you are doing.
• Annual performance review – Communicating what you do.
• Building rapport with your sales staff and venue’s sales staff.
• Consider having a dedicated sales person for your exclusive venues.

47. TIPS & TRICKS FOR
SUBMISSION

48. EXPERT TIPS AND TRICKS
FOR SUBMISSION
• Follow instructions - some RFP restrict the number of pages, size of
the document, and content.
• Make sure to provide all the required information.
• Have submission reflect your company identity and brand.
• Many RFP’s provide evaluation criteria in the RFP and have each
section weighted. Look over what sections are the most weighted
and make sure to answer as completely and accurately as possible
• If RFP allows for creativity - bring in support to help identify
theme, concept and look for the presentation.
• Outsource the design and writing if you do not have anyone on staff
that can handle the project.
• Be on time and attend all meetings.

49. THANK YOU!
Warren Dietel | warren@puffnstuff.com | 407.629.7833
To download a copy of my slides, go to:
http://www.slideshare.net/WarrenDietel
www.facebook.com/puffnstuffcatering | Twitter: @pscatering