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Ps 12 frla-catering
1. Catering in the
Restaurant World
How to Make Your Back Door
Profitable
Presented by:
Warren Dietel, President & Owner
Orlando & Tampa, FL
2. Today’s Session
ALL ABOUT OFF-SITE CATERING!
Learn how to:
• Market to current and potential clients
• Handle off-site kitchen-related challenges
• Price your proposals
• Account for additional labor and rental
expenses
3. My Story
Warren Dietel, Owner & President
• Entrepreneurial from the beginning
• Professional Experience
– Car Detailing, Puff ‘n Stuff Catering, Disney
Weddings, Disney Institute, Scott Kay
• Purchased PnSC in 2003
• International Caterers Association Director
• Partner with Fresh Ideas, East and
RPI Purchasing
4. The Puff Story
• We started as a bakery
• Opened in 1980 as a family-owned business
• Purchased from my parents in 2003Expanded Infrastructure
in Orlando in 2006 to support growth
• Tremendous potential + aggressive growth plan = 267%
growth in 3 years
5. The Puff Story
• Over 450 staff members strong (50 FT)
– Diversifying segment base
• Expanded to Tampa in 2009 with an acquisition and opening
of a second office and commissary
• Plans to add third office in St. Louis later this year
• Six exclusive venues & many more preferred
• “Passionately Perfecting Life’s Celebrations!”
7. Your Challenge
• Find ways to drive more revenue
and business from each client
• Potential solution: Off-site
catering
• The next questions:
– What are your revenue goals?
– How much of your resources can
you invest into marketing, training,
equipment?
– Will you develop an active or
passive business approach?
8. Food for Thought:
What Will You Offer?
Full-service: transportation, mobile
kitchen, chairs, tables, china and
flatware?
Special Events: Wedding,
Corporate, Social?
Specialty Cuisine: ethnic, kosher,
vegetarian, BBQ?
Menus: full restaurant menus or
original catering menus?
9. Your Approach…
• Create a separate brand to market?
• Full-throttle marketing to current
clients and new audiences (PR,
target market advertising, social
media, etc.)
• Invest in equipment and trained staff
dedicated to selling and servicing off-
premise events
• Relationship focus: venues, vendors
and other referral sources
10. Your Approach…
• Target primary marketing efforts on
current client base via:
– Direct sales, awareness methods
(blogging, invoice advertisements for off-
site “upsells”, etc.)
• Cross-train current staff to work on or
off-premise
• Relationship focus: a primary rental
company partnership to build the best
pricing structure and ensure profitable
business
12. Restaurant vs. Catering
• 500 covers per night • 500 covers in 15 minutes
• Cooking in a safe, • Cooking on-site
stocked, climate- anywhere your client can
controlled kitchen imagine!
• Cook, serve, clean, • Plan, plan, plan, prep,
repeat. transport, re-plan, cook,
serve, pack, clean,
transport, repeat.
13. Taking the Good with
the Challenges
The Good
•Income
– Is nothing without profitability
– Proper pricing is a must
•Exposure
– Branded catering vehicles can create buzz
– Catering clients “introduce” you to their friends and family
•Variety
– Opportunity to try new dishes and expand
your offerings
14. The Challenges
• Investment: equipment and rentals
– Vehicles, ovens, hot boxes, refrigeration, serviceware,
etc.
– Environment: tents, lighting, ventilation, A/C,
generator
• Solutions:
– Develop win-win
partnerships with rental
companies
– Finance large equipment
purchases if your business
is healthy
15. The Challenges
• Regulations
– Liability Insurance
– Liquor license (many states require separate for off-
premise)
– Fire Marshall (many venues restrict propane/open
flames)
• Solutions
– Do your research!
– Learn your state laws and research
restrictions at popular venues
16. The Challenges
• Controls (or lack thereof)
– Equipment loss and damage increase
– Additional runs required for forgotten items and last
minute needs
– Kitchen environment will be different for every event
– Kitchen may be located far from the event space
• Solutions
– Hire a logistics manager to refine your off-site operations
and manage your inventory
– Train staff for a variety of off-site kitchen scenarios
17. The Challenges
• Labor – Account for additional staff time:
– Training to produce events off-site
• Service timing, equipment set-up, etc.
– Performing pre-event site visits (sales, logistics, event
supervisor)
– Transport, set-up and break-down of the event
• Solutions
– Charge to adequately cover your new expenses
– Hire or utilize your current training manager to develop
your staff in new skill sets
18. Make a Decision!
Make a conscious decision – are you in or are you
out?
Off-site catering requires:
•Time
•Focus
•Planning
•Reputation
•…and money!
19. Off-Premise Alternatives
• On-Premise Private Events
– Consider investing in a “private” room for on-premise
events like engagement parties, rehearsal dinners, etc.
• Curbside Pickups
– Consider creating a pick-up program with top-tier service
(i.e. Outback Steakhouse)
• Catering Partnerships
– Consider creating a partnership with a local catering
company who can promote, sell and serve your authentic
cuisine at off-site events, providing an additional profit
center with little-to-no capital investments
21. Make it Producible!
• Edit your menu
• Offer food that travels well
• Make a production plan for
each item:
– Fry foods on-site for freshness?
– Traveling grills for optimum
temperature?
22. Make it Producible!
Ahi Tuna with mango
and pomegranate salsa,
served on a lotus root
chip
23. Make it Profitable!
Charge for/to cover:
• Planning Time, Site Visits
• Prep Time
• New Portioning
• Operations and Travel
• Rentals, Plates, Glassware
• New/Specialized Equipment
• Staff On-Site at Events
• Training
29. Off-Premise Pricing
• Estimate a 30% - 50%
increase in cost to produce
an event
• Educate your clients about
your service and unique
selling proposition(s) to
reduce “sticker shock”
• Don’t sacrifice profit – only
take business that makes
sense and cents
30. Make it Successful!
• Define your goals
• Define your culture
• Hire dedicated Catering Sales
and Operations staff
• Invest in the proper equipment
and vehicles
• Get the word out
• …and deliver consistently and
excellently every time!
31. If you cater, you need the ICA
• Education – Art of Catering Food, Catersource, Monthly Webinars
• Publications – Communicater and E-blasts
• Showcase your ICA website listing to potential clients. Referrals
• Networking – Become a part of our family
• ICA Logo
• CATIE Awards
CATIE: Catered Arts Through Innovative Excellence Awards ICA Culinary
Council Membership
33. Thank You!
To download a copy of my slides, go to:
http://www.slideshare.net/WarrenDietel
Warren Dietel| warren@puffnstuff.com | 407.629.7833
www.facebook.com/puffnstuffcatering | Twitter: @pscatering
