Large Events

LARGE EVENTS

HOW YOUR SMALL COMPANYCAN WIN AND EXECUTE

Who is this guy?Kevin LacassinOwner / Chef

About KevinGood Food Catering Company– Tampa, FL

Background in finance, sales and hospitality Started Company from scratch in 2008 Quickly became known as an upscale caterer Rapid growth was due to grass-roots sales &

marketing techniques Focused on events, weddings and parties Started as a small caterer doing small parties Now we are a small caterer doing large events

Why Are We Here Today?

How to gain confidence and experience with large events

Formulas for success in large event catering

Using a small core staff to execute How to leverage outside resources to

make it all happen.

Characteristics of Large Companies

Picture a large catering company…

what do they have?

Characteristics of Large Companies

Characteristics of (my) Small Company

Now take a look at my catering company…

Characteristics of ANY Company

Characteristics of (my) Small Company

Check out our fleet…

What do we have in common?

We can all compete for the

same jobs

Why be a small caterer?

Quality of life Control “Boutique” or “Niche” Catering “It’s not what you gross, it’s what you

take home” Because you can still compete at a

high level!

Your Decision

Do you want to be a large company?

Do you want be a large event caterer?

You don’t have to be both!

Definition of a large event

What is your definition of a large event?

$$or

Guest count

“Presenting to Win” (the big jobs)

Put together a portfolio with photos Use an org chart to show depth of your company Prove that you are not a one person show Wow them, but be careful not to over-

promise Don't act desperate, but tell them you want the

job Tailor proposal to fit the job - spend time and do it

right If necessary, “bring in the big dogs” a.k.a. industry

friends

Selling The EventShow Your (Perceived) Size!

An org chart is a great way to show your size, large or small.

Selling The Event

Show your expertise* Credibility *

It’s infinitely easier to win large events once you’ve proven that you can execute large events

Selling The Event

Show your expertisePowerpoint presentations

Photo GalleriesBlogs (of other professionals)

Badges of AwardsVideo!

Selling The Event

How do you get experience, without experience?

Cater event at reduced cost Fake it ‘till you make it

Lucky break Give it away for exposure(be careful of “exposure”)

Selling The Event

Can you handle the job?Our motto:

Under-Promise And

Over-Deliver

Selling The Event

Paint a Realistic Picture to your Client

Set yourself up to execute flawlessly

Realistic expectations Foodservice style that works for

the venue Come up with creative ideas

Be honest

Selling The Event

Costing and Pricing The Event No such thing as a quick formula

(cost of food x 3?) Consider EVERY cost

Reefer trucks? Extra ovens? Additional equipment

rental? Staff parking and logistics?

Selling The Event

Costing and Pricing The Event Line item every cost (behind the

scenes) Factor in PROFIT!

Using percentages might sink you. Use REAL costs.

Factor in hidden costs – there ARE hidden costs.

Selling The Event

Costing and Pricing The EventA myth about large companies…

“But can’t the big companies do it cheaper, because they own all of

the equipment?”

How To ExecuteTrust Me…

Small Companies CAN Execute

How To ExecuteBut a caveat…

You HAVE to be ABLE to execute.

Do not over promise and under deliver

Execution-Case Studies

Film Fest Events

500-750 guestsCocktail party style

DJ plus live entertainmentEmpty building

No running water or electricity


Film Fest Events - 2012


Film Fest Events-The Food Service

3 food stations (that’s it?)No room for box truck or cooking

onsiteAll electricity needs had to be

carefully calculatedNeeded quick service food items


Film Fest Events-The Food Service

Developed a “Chef Bar” conceptFull assembly staff working “BOH”Servers in front handing out platesQuite simply, a short plate station

Execution-Case StudiesChef Bar


TSE Opening Event1000 guests

Cocktail party with food stations


TSE Opening Event-The Food Service

3 food stations (that’s it?)Passed HD’s

Designed food stations with multiple access points

Food menu was designed based on logistics


TSE Opening Event-The Food Service Small space (storage room)

for HD assembly A box truck and parking spaces

(with full size oven) Interactive food stations

(cook on station)


TSE Opening Event-The Food Service

Station 1 – food with excellent hold time, for serving at station

Station 2 – specialty fresh pasta that had to be cooked in field kitchen

Station 3 – All ingredients cold on station, cooked on the station by chef, then served

from chafers


Republican National Convention

26 Events Daily (onsite)2 to 5 Events Daily (offsite)

2600+ guests daily3 Full Time Staff, 3 Regular PT Staff


Republican National Convention

Large events were around 600 guests

Small events were 50 guests

Primarily Station or Buffet


Meticulous about details!

How To ExecuteBuild Your Core Team

How To ExecuteBuild Your Core Team

Start with the top managersMove down from there

Fill in the gapsFriends of Friends

Find talent that you didn’t know existed!

How To ExecuteOrganize

Catering softwareExcel Spreadsheets

ChecklistsDaily Meetings

How To ExecuteDivide and Conquer

Task List – updated dailyHold accountable

Give Tasks and *Deadlines*

How To ExecutePut it in print – and make it specific!

How To Execute

How To ExecuteBring in Help!

Yes, it costs moneyBuild relationships

Never know who will be calling youNever know who you will need

Look at the person sitting next to you

Find the talent you need & Fill the gaps

Other “just” out of town companies

Make the Most of Your Time Today

Before you leave the office today – jot down your favorite idea

Put it into practice!

Questions?

Kevin Lacassin – Good Food Catering Company Tampa, FL

Contact me – [email protected]

mailto:[email protected]

Documents

Large Events