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© Copyright Auguste Escoffier School of Culinary Arts
EntrepreneurshipIn The Culinary Industry
Day One
© Copyright Auguste Escoffier School of Culinary Arts
Introduction to EntrepreneurshipThree Types of BusinessChoosing “Our” Model BusinessFinancing OptionsComponents of a Business PlanDemographicsSWOT AnalysisBusiness NeedsThe Entrepreneur's Business Function/ Philosophy
Definition of Entrepreneurship
© Copyright Auguste Escoffier School of Culinary Arts
Culinary Entrepreneurship
The capacity and willingness to undertake conception, organization, and management of a productive venture
with all attendant risks while seeking profit (triple bottom line) as a reward.
In the world of culinary entrepreneurship there are many different avenues to choose from. The three major categories are:
Day One – Culinary Entrepreneurship
Definition of Entrepreneurship
© Copyright Auguste Escoffier School of Culinary Arts
RestaurantFull service, quick service, franchise, independent
Product
Service
Packaged items to sell wholesale(and retail)
Catering, personal chef, food trucks
Day One
The Entrepreneur’s Mantra
© Copyright Auguste Escoffier School of Culinary Arts
“I have initiative and insight and guts, but not much money. I will succeed because my efforts and my focus defeat bigger
and better funded competitors. I am fearless and keep my focus on growing the business - not on politics, career
advancement or other wasteful distractions.”
- Seth Godin, The Bootstrapper’s Bible
Day One
“Our” Model Business
© Copyright Auguste Escoffier School of Culinary Arts
One Line Description of Our Business
Location
Concept
Name
Product
Logo
Day One
Basic Questions
© Copyright Auguste Escoffier School of Culinary Arts
Once the entrepreneur has the concept in mind, basic questions will need to be answered:
How will it be financed?
SBA LoanBusiness Bank LoanPrivate InvestorsSilent PartnershipsActive PartnershipsSelf Finance
Day One
Basic Questions
© Copyright Auguste Escoffier School of Culinary Arts
Do I have a sound business plan?The “roadmap” to a business, one can’t start without it!
One Line Description of the CompanyFinancial Projections - Income, Expense, CapitalRisk Mitigating MilestonesMarket AnalysisWhy You Are Uniquely Qualified to SucceedOrganization and ManagementMarketing and Sales PlanAppendix - Resumes, Licenses, Permits, etc.
Components of a Business Plan:
Day One
Basic Questions
© Copyright Auguste Escoffier School of Culinary Arts
What are the demographics?
Population of immediate surroundingsPopulation of bedroom communitiesVicinity of bedroom communitiesAverage household incomePercentage of working adults vs. retired adultsPercentage of adults to childrenPercentage of earned college degrees and beyondNumber of other like businesses in a five mile radius
Day One
Basic Questions
© Copyright Auguste Escoffier School of Culinary Arts
What are the physical needs, capital needs?
Buy Out, Startup or LeaseBuy Real Property?FF and E (The equipment that is used to produce the
product of the business: Furniture, Fixtures, Equipment)Square Footage Needs
Day One
Basic Questions
© Copyright Auguste Escoffier School of Culinary Arts
What is the SWOT of my Business?
Strengths WeaknessesOpportunitiesThreats
Day One
Basic Questions
© Copyright Auguste Escoffier School of Culinary Arts
Will I have access to product?
Food and beverage vendors, with product that fits into my concept, who would deliver
Pool of talent within the local demographicsFitting a healthy wage scale into budgetInternet, newspaper, job fairs, open house, word of mouth, lateral hiring
Can I obtain a good staff?
Day One
Basic Questions
© Copyright Auguste Escoffier School of Culinary Arts
What licenses and permits will I need?
Company RegistrationState Identification Filing, Fictitious Name Statement FEIN Number State and City Sellers PermitLocal Health Permit (County)Payroll Tax Number (EDD) Liquor LicenseSignage Permit (if applicable)Other Needs: workman’s compensation, liability insurance, vendor credit, IT license, etc.
Day One
Basic Questions
© Copyright Auguste Escoffier School of Culinary Arts
What will my business entity be?
Sole ProprietorshipsA sole proprietorship is a business owned by one person for profit. The owner may operate the business alone or may employ others. The owner of the business has unlimited liability for the debts incurred by the business.
PartnershipsA partnership is a business owned by two or more people. In most forms of partnerships, each partner has unlimited liability for the debts incurred by the business. The three typical classifications of for-profit partnerships are general partnerships, limited, and limited liability partnerships.
Day One
Basic Questions
© Copyright Auguste Escoffier School of Culinary Arts
Cooperative CompanyOften referred to as a "co-op,” a cooperative is a limited liability business that can organize for-profit or not-for-profit. A cooperative differs from a for-profit corporation in that it has members, as opposed to shareholders, who share decision-making authority. Cooperatives are typically classified as either consumer cooperatives or worker cooperatives. Cooperatives are fundamental to the ideology of economic democracy.
Day One – What Will My Business Entity Be?
Basic Questions
© Copyright Auguste Escoffier School of Culinary Arts
CorporationsA corporation is a limited liability business that has a separate legal personality from its members. Corporations can be either government-owned or privately owned, and corporations can organize either for-profit or not-for-profit. A privately owned, for-profit corporation is owned by shareholders who elect a board of directors to direct the corporation and hire its managerial staff. A privately owned, for-profit corporation can be either privately held or publicly held.
Day One – What Will My Business Entity Be?
Basic Questions
© Copyright Auguste Escoffier School of Culinary Arts
Limited Liability Companies (LLC)A Limited Liability Company (LLC) is a business structure allowed by state statute. LLCs are popular because, similar to a corporation, owners have limited personal liability for the debts and actions of the LLC. Other features of LLCs are more like a partnership, providing management flexibility and the benefit of pass-through taxation.Owners of an LLC are called members. Since most states do not restrict ownership, members may include individuals, corporations, other LLCs and foreign entities. There is no maximum number of members. Most states also permit “single member” LLCs, those having only one owner.
Day One – What Will My Business Entity Be?
Basic Questions
© Copyright Auguste Escoffier School of Culinary Arts
What function will I serve for the business?
Accounting/ PayrollFloor ManagementHRBOHPurchasingReceivingDevelopmentDesignMarketing and PromotionsSpecial Event Coordinator
Day One
Business Philosophy
© Copyright Auguste Escoffier School of Culinary Arts
A mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making.
It provides the framework or context within which the company's strategies are formulated.
Day One – Mission Statement
Check out the book “Good to Great” by Jim Collins
Business Philosophy
© Copyright Auguste Escoffier School of Culinary Arts
Examples of Corporate Mission Statements
Mc Donald’sTo provide the fast food customer food prepared in the same
high-quality manner world-wide that is tasty, reasonably-priced & delivered consistently in a low-key décor and friendly atmosphere.
Chili’sTo spice up everyday life!
Denny’sGreat food, great service, by great people, every time
Ruth’s Chris SteakhouseTo build a growing, profitable restaurant business in which the
highest standards of quality, value and hospitality are expressed.
Day One – Examples of Mission Statements
Business Philosophy
© Copyright Auguste Escoffier School of Culinary Arts
Mission Statements of the Chef Owned, Farm to Table Restaurants
The Kitchen, BoulderWe believe in the power of good food and good drink to connect people as family,
friends & a community, and The Kitchen remains committed to our mission of creating community through food.
John’s Restaurant, BoulderService is an effective soundtrack: unnoticeable by virtue of its flawlessness; unobtrusive in its presence. Taste and tastefulness unite without pretension.
Paley’s Place, Portland OregonA commitment to creativity and flexibility in cuisine, sophistication in service, and
intimacy in the dining experience
Day One – Examples of Mission Statements
Business Philosophy
© Copyright Auguste Escoffier School of Culinary Arts
How do you write a mission statement?
Three Components
1. The Purpose - What are the needs that we exist to address?2. The Business - What are we doing to address these needs?3. The Values - The principles or beliefs that guide our work.
Day One – Mission Statement
Business Philosophy
© Copyright Auguste Escoffier School of Culinary Arts
Philosophy is how the company achieves their mission statement.
Example:
The Triangle of Success
Keep it Simple ….And…
Live it, Breathe it, Teach it, Believe in it!
Day One – Philosophy
Success
© Copyright Auguste Escoffier School of Culinary Arts
GUESTS
INTERNALGUESTS $$$
SUCCESS
Day One
Success
© Copyright Auguste Escoffier School of Culinary Arts
Know your productGo over and beyond expectationsKnow your standards and exceed themAlways be proactive and organizedGive the guest the best experience of the lifetime
Guests
Day One
Success
© Copyright Auguste Escoffier School of Culinary Arts
Be kindBe complete and thoroughBe a team playerBe reliableBe punctual and ready to workBe efficientBe supportiveBe respectful
Internal Guests
Day One
Success
© Copyright Auguste Escoffier School of Culinary Arts
Provide the “ultimate experience” for repeat business and word of mouth advertising for new guests
Suggestive sell to maximize revenue and in turn provide the “ultimate experience”
$$$
Top LineBottom Line
Control costs by portion control, waste control, labor control, and taking care of products of service such as china, glassware, flatware, etc.
Day One
Success
© Copyright Auguste Escoffier School of Culinary Arts
GUESTS
INTERNALGUESTS
$$$
SUCCESS
Day One
Out of Class Assignment
© Copyright Auguste Escoffier School of Culinary Arts
www.sethgodin.com/sg/downloads/knockknoc.pdf
sethgodin.typepad.com/seths_blog/files/whos_there.pdf
www.sethgodin.com/sg/docs/bootstrap.pdf
Review today’s power point slides.
Day One
Day Two
© Copyright Auguste Escoffier School of Culinary Arts
Opening / Continuing MarketingOperational StrategiesUnderstanding a Triple Bottom Line (the 3 Ps)Forecasting / BudgetingGuest SpeakerReview our Company so Far
Marketing Plan
© Copyright Auguste Escoffier School of Culinary Arts
A marketing plan is a plan which outlines a company's overall marketing efforts.
The marketing plan can function from two points: strategy and tactics. “Strategic planning" is an annual process, typically covering just the year ahead.
To be most effective, the plan has to be formalized, usually in written form, as a formal "marketing plan." The essence of the process is that it moves from the general to the specific, from the vision to the mission to the goals to the objectives of the business, then down to the individual action plans for each part of the marketing program.
It is also an interactive process, so that the draft output of each stage is checked to see what impact it has on the earlier stages, and is amended.
Day Two
Marketing Plan
© Copyright Auguste Escoffier School of Culinary Arts
How long does my marketing plan need to be?How far out should I make a marketing plan?How long should I take to write this plan?Who should see this plan?What is the relationship between my marketing plan and my business plan?
Day Two
Marketing Plan
© Copyright Auguste Escoffier School of Culinary Arts
Examples of Pre-opening Marketing and Promotion
Hire a Publicist?Website
Press ReleasesCommunity Liaisons
Exterior SignageNeighborhood “Coming Soon” Mailing (by zip)
Cross Marketing with Local BusinessesSpecial Offers
“Trade”Radio, Local Newspapers and Magazines
Social Media
Day Two
Marketing Plan
© Copyright Auguste Escoffier School of Culinary Arts
Continuing Marketing
Press Releases, Free ListingsFund Raisings
Local Event SupportInternal Marketing of Events and Specials
Special OffersBanners
Telephone MarketingRadio
Cable / TelevisionSocial Media
Website Advertising
Day Two
Operational Strategies
© Copyright Auguste Escoffier School of Culinary Arts
Hours / Days of OperationSteps of ServiceStaffing Needs, Pay Scale, SchedulingFunction of “Chiefs” and “Indians”Purchasing and DeliveriesEmployee “Rules”- HandbookFloor Plan FOH / BOH / Service StationsHappy Hour?Presentation of Product Presentation of Product Options (Menu)Tender and Accounting OperationsService / Product Recovery PoliciesReservation PoliciesTo Go? Delivery? Pick Up?
Day Two
The Triple Bottom Line
© Copyright Auguste Escoffier School of Culinary Arts
Profit
The 3 Ps
People
Planet
Day Two
The Triple Bottom LIne
© Copyright Auguste Escoffier School of Culinary Arts
What does the Triple Bottom Line look like?
P #1-Profit-Not just profit for your companyEconomic gains for humanity:
jobs created; small businesses started or expanded; environmentally responsible industries engaged; poverty reduced or alleviated.
P#2- People-Not just your customers and staffSocial improvements for humanity:
people of color or low-wealth engaged; educational systems improved; racism dismantled; power shared.
P#3- Planet, not just your immediate areaEnvironmental stewardship:
land/water resources protected; working lands locally-owned; water quality improved; native plants and herbs propagated.
Day Two
The Triple Bottom Line
© Copyright Auguste Escoffier School of Culinary Arts
Locavore!Okay, What’s So Big About Local Food
Fresh food tastes better!Fresh food is healthier!Local food travels less distance, it consumes less
resources in its journey to your plate.Local food equals local jobs. More of your money
stays with the local farmer and the shops that support his/her work.
Local food is more seasonal food and eating local supports more diverse crops.Local eating supports biodiversity which is more sustainable in the long term.Local food chains support social connections with your community.
Day Two
Financial Projections
© Copyright Auguste Escoffier School of Culinary Arts
Sales Forecast
Seats / projected turns / meal periods / check (cover) average per meal period
Example #1:2000 sq. ft. / 100 seats / dinner only / $42.00 check avg. / open 7 days
January 1-1/2 turns (150) x 42 x 31 days
Projected sales $195,300.00
Example #2:1500 sq. ft. / 50 seats / breakfast & lunch / $8.50 ck breakfast / $11.00 ck lunch / open 7 days
January2 Turns (100) breakfast x 8.50x 31 days = $26,350
2 Turns (100) lunch x 11 x 31 days = $34,100 Projected sales $60,450
Of course you can breakout food vs. beverage, but this is a good starting point.
Day Two
Financial Projections
© Copyright Auguste Escoffier School of Culinary Arts
Projected ExpensesFixed vs. Controllable
Fixed expenses are those that don’t change. Controllable are ones that fluctuate with business.
Example of Fixed:Rent (unless the triple net includes a % of sales)Management salary (unless elevated by bonus)
InsuranceLicenses / Fees / Permits
Waste ManagementPhone and Cable
Equipment LeasesContract Cleaning
Pest Control
You would budget controllable expenses on average to the industry, then you manage them to stay within those $$ amounts, only when revenues are below a breaking point does that become impossible.
Day Two
Financial Projections
© Copyright Auguste Escoffier School of Culinary Arts
Expense Forecasting Guidelines
The difference between a forecast (budget) and a P&L. - the first is what you would likethe numbers to be, the second is what they actually are.
Cost of goods - food (28%-33% depending on concept)Cost of goods wine (25-33% depending on concept)
Cost of goods liquor (17-20% depending on product mix)Cost of beer (11-20% depending on concept)
Total sales cog: (31% healthy)
Payroll, benefits and fees (max 36%)
Cost of goods and payroll should not go over 67% of your top line revenue
The bad news, national average return on restaurants is 7%. I say we shoot for at least 12%. That gives us 21% for the rest of our expenses. Let’s see how we fair…
Day Two
Financial Projections
© Copyright Auguste Escoffier School of Culinary Arts
Other Expenses
Office supplies Paper products (0.5%)Permits and licenses (fixed)PostagePrintingRent (fixed, most cases)Property tax (one-time expense)RepairsUtilitiesWaste management (fixed)
Advertising (2% gross sales)Credit card processing fees (2.75% gross sales)Cable phone entertainment (fixed)Contract cleaning (fixed) Pest control (fixed)Daily décorWorkman’s comp (1% of payroll)Insurance (fixed)JanitorialEquipment lease (fixed)Linen (1%)
Day Two
Out of Class Assignment
© Copyright Auguste Escoffier School of Culinary Arts
www.bizjournals.com/denver/print-edition/2011/11/04/young-denverites-open-restaurants.html
www.nytimes.com/2011/05/08/nyregion/rules-and-reality-test-locavore-chefs-in-connecticut.html
www.newyork.grubstreet.com/2011/08/wal-mart.html
Review today’s power point slides.
Day Two
Day Three
© Copyright Auguste Escoffier School of Culinary Arts
Product DevelopmentPackaging / Co-PackagingScalingMarketingDistributionForecastingGuest SpeakerProduct Workshop with Guest Speaker
Sell Your Own Product
© Copyright Auguste Escoffier School of Culinary Arts
So you want to sell your own product?Eleven steps to take1. Place the Test•Believe in your product•Is there a demand for your product?
2. From the Kitchen to the Marketplace•Create the bottle, label design and logo•Get your nutritional analysis and UPC •www.rlfoodtestinglaboratory.com
3. Create Your Business PlanAs we did in our model restaurant, you would take the
same steps for your product business
Day Three
Sell Your Own Product
© Copyright Auguste Escoffier School of Culinary Arts
Do I have a sound business plan?The “roadmap” to a business, one can’t start without it!
One Line Description of the CompanyFinancial Projections - Income, Expense, CapitalRisk Mitigating MilestonesMarket AnalysisWhy You Are Uniquely Qualified to SucceedOrganization and ManagementMarketing and Sales PlanAppendix - Resumes, Licenses, Permits, etc.
Components of a Business Plan:
Day Three
Sell Your Own Product
© Copyright Auguste Escoffier School of Culinary Arts
4. Acquire FinancingAgain, the options are that of the restaurant model business. One more option: www.kickstarter.com
5. Check Your Licensing and Zoning LawsEach state has its own laws, you can access this information online.
Day Three
Sell Your Own Product
© Copyright Auguste Escoffier School of Culinary Arts
6. Review the FDA’s Good Manufacturing Practices These rules and regulations determine the process that you must adhere to when preparing, packaging and distributing your goods: www.fda.gov/food
7. Find Your Kitchen Facility Your kitchen facility must be properly licensed to manufacture commercial goods.
Day Three
Sell Your Own Product
© Copyright Auguste Escoffier School of Culinary Arts
8. Produce and Package Your ProductEstablish a good business relationship with a manufacturer who specializes in jars, bottles and boxes that you need for your company. Label it accordingly with ingredients and nutritional information.
These labeled packages will then need to be placed in boxes or coolers for shipment to their final destination:www.csrees.usda.gov/Extension
What is Co-Packaging?You can produce your completely manufactured product and send it to another facility to be packaged, packed and delivered back to you. This could be saving your time and money.
Day Three
Sell Your Own Product
© Copyright Auguste Escoffier School of Culinary Arts
9. Promote and Market Your ProductProduct promotion often means the difference between success or failure. Getting your product before the consumer and having it recognized is the first step to making a sale. The most used means of promotion are:
Day Three
Trade Show Exhibitions In-Store Demonstrations GiveawaysMailingsTestimonialsShow AwardsInternet
Sell Your Own Product
© Copyright Auguste Escoffier School of Culinary Arts
Trade Shows As promotional tools, trade shows should be a part of a fully integrated and well-managed campaign. They rate high on the list of important commercial vehicles. The benefits of food show participation include the following:
Day Three – Promote and Market Your Product
Meet CustomersLearn About the Competition Evaluate Product Packaging Test Product Pricing Rate Various Promotion TechniquesIdentify Important TrendsSolicit Customer ReactionMake Sales
Sell Your Own Product
© Copyright Auguste Escoffier School of Culinary Arts
10. Scale Your Business
Do you want your business to scale?
Are you in to create a job for yourself?... or build an “empire?”
Do you want to do it all yourself with help from family and friends?… or do you want to head up a team of employees, be your company’s CEO?
Day Three
Sell Your Own Product
© Copyright Auguste Escoffier School of Culinary Arts
11. Distribute Your Product
We’ve created our Yummy Crisp Cookies
We want them to be BIG!
How do we distribute them?
Day Three
Sell Your Own Product
© Copyright Auguste Escoffier School of Culinary Arts
There are options…
Day Three – Distribute Your Product
Open Yummy Crisps outlets around the country. Sell Yummy Crisps through a mail order catalog. Sell through your website.Visit stores around the country and persuade them to carry your Yummy Crisps.Contact several key distributors and have them add yummy crisps to their line.
Distributors!! Now that’s the idea!
How do you get a distributor?
Sell Your Own Product
© Copyright Auguste Escoffier School of Culinary Arts
Ideas to Entice Distributors to Carry Your Product
Day Three – Distribute Your Product
Offer relatively more money for the distributor than the competition. You can offer more perks for the distributor than the competition. You can “buy” your way into the distribution chain. You can fly the distributor out to your Hawaii sales conference to see what your company is about.You can tie your product in with other products that you or other manufacturers create.You can show the marketing campaign that supports your product.You can demonstrate genuinely strong consumer appeal.You can show that you've already secured other large retail contracts (if, of course, you have).
Sell Your Own Product
© Copyright Auguste Escoffier School of Culinary Arts
Forecast Basics of Yummy Crisps
15,000 packets of cookies per month wholesaleWholesale selling price $2.50
8,000 packets per month retailRetail price $4.50
Cost to produce: 19% of retail per packetTotal labor: 33%Packaging: 10%
800 sq ft kitchen needed at $2 per sq ft
Day Three – Distribute Your Product
Day Four
© Copyright Auguste Escoffier School of Culinary Arts
Building a business plan for a service businessHow do you market service businesses?Sustainable (green) cateringBecoming a Private ChefThe world of food trucksGuest speaker from the service industryWorkshop on applying our business knowledge to the service business
Culinary Service Business
© Copyright Auguste Escoffier School of Culinary Arts
There is no solid answer to these questions in the culinary service business:
Where?When? Revenue?Costs?Staffing?Equipment needs?Business levels?
This makes a business plan a little more challenging.
Day Four
Catering Business
© Copyright Auguste Escoffier School of Culinary Arts
How do I market my catering business?
Design a Catering LogoBuild a Catering WebsiteCreate a Press ReleaseTell Everyone You KnowPrint Your Catering LogoPimp Your Catering RideGo MobileAdvertiseWork on Public Relations (PR)Look for Lucrative Partnerships
Day Four
Catering Business
© Copyright Auguste Escoffier School of Culinary Arts
Sustainable (Green) CateringThe ultimate in a triple bottom line business
The 3 R’s
Reduce Eliminate waste
ReuseUse catering items you can reuse
RecycleSeparate all designated recyclables
Day Four
Catering Business
© Copyright Auguste Escoffier School of Culinary Arts
ReduceAsk clients to get RSVPs so you can buy the appropriate amount of food.Avoid offering wasteful “box lunches” that many caterers offer. Instead, offer large platters of sandwiches and salads and make sure the containers get reused or recycled.Provide condiments in bulk instead of individually packaged.Use cloth napkins and table cloths or buy paper products made with recycled content.Avoid “Styrofoam”, though it is less costly, it cannot be recycled. Some states, like Oregon, have made Styrofoam illegal. If you can’t use paper plates or reusable ones, use plastic plates with the recycling arrows and recycle them.Go organic! If organic is not available, the next best choice is local produce. Not only will you be supporting local farmers, but less energy and fossil fuels will be expended in transportation. Also, vegetarian options are more earth friendly than meat options and require less of the earth’s resources to produce.
Day Four – Sustainable (Green) Catering
Catering Business
© Copyright Auguste Escoffier School of Culinary Arts
ReuseUse your own plate ware and flatware or rent dishes and silverware instead of using disposables. If renting, dishes do not have to be returned clean, just scraped free of food.Compost as much as possible, from event and from prep kitchen. Rent or borrow infrequently used items like punchbowls or extra large platters. If you must use disposables, reuse or
recycle them afterwards.If you are using sterno (green style)and go through only half, cover it and save it for the next catering. Recycle container.Dispose of Pre consumer food waste and post consumer food leftovers responsibly.
Day Four – Sustainable (Green) Catering
Catering Business
© Copyright Auguste Escoffier School of Culinary Arts
RecycleSegregate recycle bin from garbage bin at your commissary, be strict on their usageObtain all your disposable service items in compostable form (utensils, cups, etc.) to simplify the recycling processProperly label your receptacles to educate users and avoid confusionClearly announce your waste management plans so that diners will use it properly and gain awarenessConsider using “garbage monitors” initially to assist in the success of this regimen to ensure compliance and educate usersMake sure that those handling the waste after the event are aware of your regimen and accommodate it
Day Four – Sustainable (Green) Catering
Catering Business
© Copyright Auguste Escoffier School of Culinary Arts
Green Your Marketing
Print all promotional materials and menus on recycled paperAlways print two-sidedOpt for Internet promotions over print advertisingEntice your clients to use recycled paper for their invitations or to use Evite.com insteadSend out proposals via Internet rather than snail mail
Day Four – Sustainable (Green) Catering
Catering Business
© Copyright Auguste Escoffier School of Culinary Arts
Green Your MenuHow do you answer these questions?
Can you offer a seasonal menu featuring locally grown ingredients? Do you have local suppliers you could source these ingredients from? Which ingredients can you procure locally, and how would you define “local?” Can you cater a meal using all or mostly certified organic ingredients? Which ingredients are or are you not able to procure organically? Do you have the means to confirm their certification?Will you prepare all of the items you serve? What will be frozen or purchased fresh?Are you able to provide dietary information on the menu you serve? Are you able to offer a healthier menu (e.g. lower in calories), either exclusively or as one option for an event?What types of vegetarian menus can you offer? Gluten free?Are you able to charge the prices for a green menu and still be profitable?Are the coffee, bananas, and/or chocolate you offer Fair Trade certified?
Day Four – Sustainable (Green) Catering
Catering Business
© Copyright Auguste Escoffier School of Culinary Arts
What is Fair Trade?
Day Four – Sustainable (Green) Catering
Fair Trade is a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade. It contributes to sustainable Development by offering better trading conditions to, and securing the rights of, marginalized producers and workers – especially in the South. Fair Trade Organizations, backed by consumers, are engaged actively in supporting producers, awareness raising and in campaigning for changes in the rules and practice of conventional international trade.
So how does a product become Fair Trade Certified? The standards are set by FLO- International (Fair-trade Labeling Organizations), and a certification body, FLO-CERT, and the system involves independent auditing of producers to ensure the agreed standards are met. Once products meet the standards, they can apply to use the Fair Trade logo.
Private Chef
© Copyright Auguste Escoffier School of Culinary Arts
Becoming a Private Chef
Day Four
Choose a specializationStart researching recipes and menus
Practice, practice, practiceJoin an online personal chefs network
Build a client baseAdvertise yourself
Keep track of referralsApproach new clients
Get testimonialsLicenses?
Food Trucks
© Copyright Auguste Escoffier School of Culinary Arts
The New Trend - FOOD TRUCKS
Day Four
Advantages over eat-in restaurants:
It can go to where the customers areIt has lower overhead than eat-in restaurants
It requires far less staffIt can be more focused, therefore have less menu items to deal with
It can provide a better COG, less wasteThe owner can set his / her own schedule
Food Trucks
© Copyright Auguste Escoffier School of Culinary Arts
Getting Your Food Truck Business Rolling
Day Four
Is a food truck legal in your neighborhood?Where can you do business?What licenses to you need?
Choose a business nameWrite a food truck menu
Write a business planFind financing
Equip your truckGet the word out
Create an emergency fundHave clear goals
Day Five
© Copyright Auguste Escoffier School of Culinary Arts
Menu Development, Cross UtilizationSpecialsBeverage Pricing ConceptEntrepreneurship QuizImportance of Customer ServiceStudent Locavore presentationEntrepreneurship Wrap Up
Day Five
© Copyright Auguste Escoffier School of Culinary Arts
Menu Development
Cross UtilizationPricing
Product Seasonality
Commitment to the Triple Bottom LineBalance and Variety
Layout and Presentation
Menu Development
© Copyright Auguste Escoffier School of Culinary Arts
Cross Utilization
Day Five
Mixed Greens Salad Champagne Vinaigrette, Radish, Cucumber, Tomatoes
Salmon Pastrami Salad Grilled Peaches, Arugula, Hazelnut Rye Crumble, Cucumber Earl Grey Vinaigrette
Shrimp and Summer Vegetable Risotto Summer Squash, Leeks, Corn, Peas, Arugula
12 oz. New York Strip Short Rib, Truffled Mushroom Risotto, Roasted Vegetables, Gorgonzola Beurre Rouge
Roasted Halibut Tomato, Artichokes, Fava Beans, Arugula Gnocchi and Lemongrass-Dill Cream
12 oz. Stuffed Burger Bacon, Cheddar, Tomato Aioli, Arugula, Beer Onions, Poutine Fries
Calf's Liver Whipped Potato, Onions, Smoked Bacon, Asparagus
Menu Development
© Copyright Auguste Escoffier School of Culinary Arts
Balance and Variety in Main Course
Day Five
The “Meat-Eater” Options12 oz. New York Steak
12 oz. Burger
The “No-Frills” Diner Options12 oz. Burger
Roast Chicken Breast
Lighter PreparationsSummer Squash Puttanesca
Cashew Crusted Cod Roasted Halibut
Seafood Lover OptionsCashew Crusted Cod
Roasted Halibut Pan Seared Scallops
Vegetarian OptionsSummer Squash Puttanesca
Capellini Rustica
Menu Development
© Copyright Auguste Escoffier School of Culinary Arts
Day Five
PricingRange of prices
Salads, soups, appetizers $6-$12Main dishes: $15-$32
Comparative to Competition
Profitable to 30-32% (to the higher side considering product)
High perceived value vs. actual valueExample Cog: Puttanesca vs. Halibut
ProductLocal, Fresh, Organic, Frozen, Canned?
What are your sources?
SeasonalityWhen do your change your menu? Are you flexible to reprint?
Menu Development
© Copyright Auguste Escoffier School of Culinary Arts
Day Five
Commitment to the Triple Bottom Line(How does this restaurant size up?)
Financial ProfitConsidering that this particular restaurant has been in business for over 25 years –
the $$ must be in line.
PeopleThey cater to the public.
Rice pasta alternative for the gluten free clientele.They also offer an entire gluten free menu on request.
They have a commitment to healthy, organic food choices despite the higher cost.
The owner of this restaurant had been very charitable throughout his career. He worked with non profit organizations such as hope, project mercy and many more.
He unfortunately passed away recently but his restaurant and legacy lives on and has been nominated for the “real” awards.
Menu Development
© Copyright Auguste Escoffier School of Culinary Arts
Day Five
Planet(How do they support Mother Earth?)
Purchase LocallySupport the local farmers
Saves on transportation / less pollution
Buy OrganicNo pesticides or run off
Recycle All Products Possible Compost When Possible
Use Recycled Paper for Menus
International InvolvementNot just involved locally but internationally helping countries such as Ethiopia
be ecologically strong to stop hunger and improve their environment
Menu Development
© Copyright Auguste Escoffier School of Culinary Arts
Day Five
Layout and Presentation
Daily MenuMenu Board
Verbal or Written SpecialsVerbal, Written or Visual Dessert Menu
Table MenusBeverage Menus
Redundancy in MenusPhotos in Menus
Advertising in Menus
Menu Development
© Copyright Auguste Escoffier School of Culinary Arts
Day Five
What drives the specials you choose to feature?
You need to move product that is nearing the end of its shelf lifeYou need to drive down food costYou need to drive up check averageThere is a short window of seasonality for a product
Menu Development
© Copyright Auguste Escoffier School of Culinary Arts
Day Five
Let’s say you are the Food & Beverage Director of a hotel.
This week you have a group of 100 cowboys for the stock show staying at your hotel who will visit your bar every evening.
Next week you have a group of high-rolling lawyers who will also visit the bar every evening.
These cowboys drink Coors Lights at $2.00 per pintYour cost on that pint is 25 cents, $0.25 divided by $2.00 is a 12.5% COG
Each cowboy has a beer a night, 100 x 5 nights = 500 beers x $2.00Revenue = $1,000.00 and your COG is 12.5%
The lawyers drink Glen Fiddich Scotch at $8.00 per drinkYour cost is $3.50 divided by $8.00 is a 44% COG
Each lawyer has one a night, 100 x 5 nights = 500 drinks x $8.00Revenue = $4,000.00
Your budgeted beverage percentage is 25%. What do you do?
Auguste Escoffier
© Copyright Auguste Escoffier School of Culinary Arts
Day Five
How did this man make a difference
in our culinary world?
Auguste Escoffier
© Copyright Auguste Escoffier School of Culinary Arts
Day Five
ProfitRevolutionized and modernized the menu, the art of cooking and the organization of the professional kitchen. Simplified the menu as it had been, writing the dishes down in the order in which they would be servedDeveloped the first à la Carte menuWrote a number of books, many of which continue to be considered important today
PeopleSimplified the art of cooking by getting rid of ostentatious food displays and elaborate garnishes and by reducing the number of courses servedEmphasized the use of seasonal foods and lighter saucesSimplified professional kitchen
PlanetAs well as making changes in the culinary world, Escoffier undertook several philanthropic endeavors including the organization of programs to feed the hungry and programs to financially assist retired chefs
Auguste Escoffier
© Copyright Auguste Escoffier School of Culinary Arts
Day Five
Our Founder is the True Definition of “Entrepreneur”
Escoffier received several honors in his lifetime. The French government recognized him in 1920 by making him
a Chevalier of the Legion d' Honneur, and later an Officer in 1928. The honors due Escoffier can be summed up by a quote from Germany's Kaiser Wilhelm II when he told Escoffier, “I am the
Emperor of Germany, but you are the emperor of chefs.”
His legacy lives on…through you!!!
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