Post on 15-Feb-2016
description
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
Execution-Case Studies
Film Fest Events - 2012
Execution-Case Studies
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
Execution-Case Studies
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
Execution-Case Studies
TSE Opening Event1000 guests
Cocktail party with food stations
Execution-Case Studies
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
Execution-Case Studies
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)
Execution-Case Studies
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
Execution-Case Studies
Republican National Convention
26 Events Daily (onsite)2 to 5 Events Daily (offsite)
2600+ guests daily3 Full Time Staff, 3 Regular PT Staff
Execution-Case Studies
Republican National Convention
Large events were around 600 guests
Small events were 50 guests
Primarily Station or Buffet
Execution-Case Studies
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 – kevin@goodfoodtampa.com