LARGE EVENTS HOW YOUR SMALL COMPANY CAN WIN AND EXECUTE Slide 2
Who is this guy? Kevin Lacassin Owner / Chef Slide 3 About Kevin
Good 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 Slide 4 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. Slide 5
Characteristics of Large Companies Picture a large catering company
what do they have? Slide 6 Characteristics of Large Companies Slide
7 Characteristics of (my) Small Company Now take a look at my
catering company Slide 8 Characteristics of ANY Company Slide 9
Characteristics of (my) Small Company Check out our fleet Slide 10
What do we have in common? We can all compete for the same jobs
Slide 11 Why be a small caterer? Quality of life Control Boutique
or Niche Catering Its not what you gross, its what you take home
Because you can still compete at a high level! Slide 12 Your
Decision Do you want to be a large company? Do you want be a large
event caterer? You dont have to be both! Slide 13 Definition of a
large event What is your definition of a large event? $$ or Guest
count Slide 14 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
Slide 15 Selling The Event Show Your (Perceived) Size! An org chart
is a great way to show your size, large or small. Slide 16 Selling
The Event Show your expertise * Credibility * Its infinitely easier
to win large events once youve proven that you can execute large
events Slide 17 Selling The Event Show your expertise Powerpoint
presentations Photo Galleries Blogs (of other professionals) Badges
of Awards Video! Slide 18 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) Slide 19 Selling The Event Can you handle the job? Our
motto: Under-Promise And Over-Deliver Slide 20 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 Slide 21 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? Slide 22 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. Slide 23 Selling The Event Costing and
Pricing The Event A myth about large companies But cant the big
companies do it cheaper, because they own all of the equipment?
Slide 24 How To Execute Trust Me Small Companies CAN Execute Slide
25 How To Execute But a caveat You HAVE to be ABLE to execute. Do
not over promise and under deliver Slide 26 Execution-Case Studies
Film Fest Events 500-750 guests Cocktail party style DJ plus live
entertainment Empty building No running water or electricity Slide
27 Execution-Case Studies Film Fest Events - 2012 Slide 28
Execution-Case Studies Film Fest Events-The Food Service 3 food
stations (thats it?) No room for box truck or cooking onsite All
electricity needs had to be carefully calculated Needed quick
service food items Slide 29 Execution-Case Studies Film Fest
Events-The Food Service Developed a Chef Bar concept Full assembly
staff working BOH Servers in front handing out plates Quite simply,
a short plate station Slide 30 Execution-Case Studies Chef Bar
Slide 31 Execution-Case Studies TSE Opening Event 1000 guests
Cocktail party with food stations Slide 32 Execution-Case Studies
TSE Opening Event-The Food Service 3 food stations (thats it?)
Passed HDs Designed food stations with multiple access points Food
menu was designed based on logistics Slide 33 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) Slide 34
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 Slide 35 Execution-Case Studies
Republican National Convention 26 Events Daily (onsite) 2 to 5
Events Daily (offsite) 2600+ guests daily 3 Full Time Staff, 3
Regular PT Staff Slide 36 Execution-Case Studies Republican
National Convention Large events were around 600 guests Small
events were 50 guests Primarily Station or Buffet Slide 37
Execution-Case Studies Meticulous about details! Slide 38 How To
Execute Build Your Core Team Slide 39 How To Execute Build Your
Core Team Start with the top managers Move down from there Fill in
the gaps Friends of Friends Find talent that you didnt know
existed! Slide 40 How To Execute Organize Catering software Excel
Spreadsheets Checklists Daily Meetings Slide 41 How To Execute
Divide and Conquer Task List updated daily Hold accountable Give
Tasks and *Deadl ines* Slide 42 How To Execute Put it in print and
make it specific! Slide 43 How To Execute Slide 44 Bring in Help!
Yes, it costs money Build relationships Never know who will be
calling you Never 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 Slide 45 Make the Most of Your Time Today
Before you leave the office today jot down your favorite idea Put
it into practice! Slide 46 Questions? Kevin Lacassin Good Food
Catering Company Tampa, FL Contact me
[email protected]@goodfoodtampa.com
