Jeff WareOctober 23rd, 2013

Catering 101◦ What Is Catering◦ How We Price Our Services

On Premise vs. Off PremiseSelecting a CatererVenuesWorking with Planners

Started with CBM at 14Electrical Engineering/ Computer Science BackgroundWorked at CNN & theatres Learned other aspects of live eventsFell in love with food thanks to this job

Founded in 1980 as a hot dog standCatering spun off into separate company in 1991Peak revenue of $17 Million90 FT & 130 PT Employees45% Full Service / 35% On Premise / 20% Delivery

Largest event $1.3 millionFocused on food quality above all elsePoor facility design challenges efficiencyNon Chicago address is a marketing struggle

Food Cost◦ 30% Labor◦ 30% Overhead◦ 30% (or less) Food Cost◦ 10% to pay sales commission and profit

Any average food cost 20%-30% is okChipotle is at 33.5%

They always want lower pricesThey believe highest prices are given firstThey play caterers against each otherThey think all chicken is the sameThey feel that haggling is expected

Portion sizeSanitation & quality of vendorsStaff that truly caresMenu variety & creativityOverall guarantee – Non Embarassment!

They give the price of admission

“For your event on the 23rd of October for 215 guests, I can share with you that we will have a wide and wonderful variety of menu solutions ranging from $70 to $110 per guest. Is that the range you were looking for?”

On Premise Off Premise

HotelsBanquet HallsConvention CentersRestaurants (Private Dining)Cultural Institutions

Off Prem CaterersRestaurantsFestivalsFood TrucksPrivate Chefs

Leading Caterers of America◦ Catersearch.comAre they going to show up?Are they going to get your guests sick?Are they able to make all that food?Will it taste/look the same as my tasting?Are they going to raise my prices later?

394 Vendors3,220 Inventory Items13,308 Recipes◦ Largest known database in existence

3 FT Staff dedicated to managing the database15,381 photos (432 GB)

Consistency in your productSelling based on true costsConsistency in sales force pricingKeep profit margins where they need to beSmart purchasing decisionsHistorical data = forecasting trends◦ Caterers are selling for the future

The game changer

It’s a love/hate relationship

Be professionalCommunicate the visionBe a partner, not a customerWork harder than anybody else in the roomBe honestDon’t ever just hope for the bestAnticipate problems and have solutions ready

To download a copy of this presentation, go to:slideshare.net/CateringChicago

Jeff Warejware@CateringByMichaels.com | (847) 966-6555