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THE CORPORATE
CATERER:How to Win Clients with Perceived Value
David Eicher C.E.C.Chef/Owner Nibblers Catering
Culinary Business Consulting
What is “Perceived Value” ?
• It is the “True Value” of what you are
offering.
• This is determined by your clients.
Set Food Cost Goals
set desired food cost % from budget or business plan
cost each item
create “menu mix”
Food Cost
Chicken-Fennel
Meatballs
The perceived value of “Chicken Fennel Meatballs”
is much higher than the boneless chicken thighs
we started with.
Menu Item Price: $11.65
Ingredients Portion Unit PRICE Unit Cost YieldTotal Cost
Chicken Meatballs 6oz. $1.42 $0.09 0.6 $0.89
Crushed Tomato Sauce 4oz. $1.19 $0.07 1 $0.30
Side Items Cost: $0.51
Beverage Cost: $0.14
Dessert Cost: $0.27
TOTALS $2.11FOOD COST 18.1%
Food Cost
“Fast Track”
Menu Item Price: $12.95
Ingredients Portion Unit PRICE Unit Cost YieldTotal Cost
Beef Brisket Flat 5oz. $4.06 $0.25 0.6 $2.11
Au Jus 1oz. $0.25 $0.02 1 $0.02
Horseradish Cream 1oz. $0.59 $0.04 1 $0.04
Side Item Cost: $0.78
Beverage Cost: $0.14
Dessert Cost: $0.27
TOTALS $3.36
FOOD COST 25.9%
The perceived value of certified angus
beef© brisket is present in the branding
Food Cost
Combined
“Menu Mix”
Chicken Fennel
Meatballs
$2.11 ÷ $11.65
=
18.1% Food Cost
Fast Track Beef
Brisket
$3.36 ÷ $12.95
=
25.9% Food Cost
$5.48 Combined
Cost ÷
$24.60 Combined
Sales =
22.3% Food Cost
When Food Cost Gives Way to the Dollar
Higher priced menu items
High volume (quantity)
Higher
Food Cost
ExampleFilet Mignon, Béarnaise
Menu Item Price: $23.95
Ingredients Portion Unit PRICE Unit Cost YieldTotal Cost
Filet Mignon 5oz. $10.99 $0.69 0.6 $5.72
Béarnaise Sauce 1oz. $3.89 $0.24 1 $0.24
Average Side Cost: $0.83
Beverage Cost: $0.14
Dessert Cost: $0.27
TOTALS $7.21FOOD COST 30.1%
Gross Profit Beef Brisket = $9.59
Gross Profit Chicken Meatballs =
$9.54
Gross Profit Filet Mignon = $17.00
Food Cost is an important management tool.
Just remember…
you pay bills with dollars not percentage.
Example: Corporate PicnicsProviding you are working within your food cost and sales budget plan,
you can give discounts based on volume to get the sale.
Higher Volume Sales
• Lower Sales Price
• Increase Volume
• Increase Gross Profit
• More $ in the bank
David Eicher C.E.C.
Chef/Owner
Culinary Business Consulting
View this presentation at:
https://www.slideshare.net/NibblersCatering
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