FBC#5 CommunitySaturday July 6th July

How to launch a supper clubDr Denise Baker-McClearnMoel Faban Supper Club

About me• Trained as a chef aged eighteen• Went back to college, studied for a degree and subsequently worked

as a health & forensic psychologist for 16 years• Made redundant May 2009• Miserable, depressed and unable to find an inspiring job in research• August 2009 read about supper clubs in London• Decided I wanted to start one to cheer me up• I did some research, spoke to a few people who were doing it• I spent the last of my redundancy money and first lot of dole money

on plates, cutlery & glasses from the boot fair • September 2009 started planning my first event• October 2009 opened

What is a supper club? • A supper club is usually run from a private home• It by-passes legislation covering registered restaurants• Overheads are lower so you can splash out on the best ingredients• They are like paying dinner parties (but you just don’t happen to know the

host or who you will be dining with)• Most supper clubs don’t make a huge profit, they do it for the love of food

and entertaining• It’s an opportunity for the cook/chef to try out new dishes and experiment• Guests get to taste new foods and pay less than a conventional restaurant• Guests bring their own wine and alcohol as most supper clubs are not

licensed• Its a great way to get experience in the food industry without a huge

financial outlay

Planning to start a supper club• I had no idea what I was doing• I’d never read let alone

written a food blog• I’d never actually been to a

supper club• I didn’t know if a supper club

would work in Wales because no it had never been tried

• I didn’t know if people would come

• I made it up as I went along

I

• Make a plan and do some research

• Visit other supper clubs• Speak to other people that

have run or are running supper clubs

• Think about what you like/dislike about other supper clubs you have visited?

• Do you already have a fan base/potential list of customers?

Why run a supper club?

• To experiment with new dishes and recipes• Meet new people and entertain• See what it would be like to run a restaurant• Precursor to a job in the food industry• Make some extra money• For fun or as a hobby• To be part of a community of supper club

hosts

My supper club• My supper club is a family venture. We are all involved

in serving, waitressing and cleaning up• Food is usually modern British and European because

that’s what our customers like• Private dinners provide the opportunity to cook to a

theme or experiment more• I use lots of Welsh locally grown and sourced produce• I didn’t do any anything else to sell the idea...I was

unique in Wales!• Since 2009 the supper club has changed and evolved,

but still stayed close to that format

Establishing your own niche

• What are you doing that is special or different?

• Why will people want to come to you?• Do you cook a particular cuisine? • What is your selling point? • Where are you sourcing your produce?

What else are you offering?

• Live music or entertainment• Poetry, readings• Quiet and intimate• A catalyst for interesting conversation• Art installations• Theatre

Advertising

• I advertise via my blog, FB, Twitter and mailing list• When I first started I ran up some flyers and pinned

them in prominent places - cafes, community spaces

• For wider coverage you could approach the local press to see if they would like to do an editorial or an interview (this doesn’t cost anything)

• Register with and list dates on ms marmite lovers Find a Supper Club website which is the foremost ‘go to’ site for supper club fans

How to set pricesCan depend on.... • How many you are cooking for? -Don’t try to ram them in...this is

supposed to be an enjoyable experience and don’t overstretch yourself- only do what is comfortable and stress free

• What is your aim? – This isn’t really something to do if you want to make money. Prices should perhaps just cover costs and maybe time.

• Where you are based. I could never charge £40 a head...people couldn’t afford it and wouldn’t come.

• Your budget? I was skint when I started....I ran it on a shoe-string. Most people that run supper clubs have considerably more disposable income than I did. I got creative...boot fairs/charity shops supplied much of my crockery and cutlery.

• How much you have to invest? (plates, glasses, equipment)• Whether suppliers will give you an account/wholesale prices?

Staffing

• From kitchen helpers to waitresses...who will be helping you?

• Are you planning to do it on your own?

• Working out the logistics is important. I usually have a kitchen helper/washer-upper and a waitress. More than that get in the way...less means its a bit chaotic

Regulations regulations...

• Licensing• Food hygiene• Environmental health• Insurance

So now you’ve planned and your ready to open....

• Keep it simple to begin with....well cooked, tried and tested food that you know works

• Hold a ‘soft’ opening with invited guests, friends, family

• We did this and asked guests to provide feedback on dishes, service and so on

• Don’t leave it too long before you hold an ‘official’ opening...ours was a fully booked evening with twelve strangers. It all felt a little surreal

Patience and time• In some places it can take a

while to get going• Word of mouth will build

reputation• Don’t be afraid to change

and evolve• Don’t worry if one month its

not full...or you can’t run it• Stick with it (if you want to

that is!)

Why it worked for me

• Strong sense of community we have in Wales meant once my reputation was established, my followers stayed loyal.

• We don’t have so many great places to eat out at a reasonable price...so people come back to me again and again.

• I cook good food with love and care, people see that and respect it.

• I offer a good deal so people don’t feel ripped off or cheated...hey leave well fed

• I listen to customer feedback, adapt, change, tweak prices...I have to keep moving with the times and with family demands

• I enjoy it too much to give it up

Up scaling

Food Olympics

By now the Red Arrows have soared overhead and the opening ceremony is about to start. Denise Baker-McClearn's Welsh dessert of apple and cinnamon tart with Bara brith ice cream and vanilla salted caramel is the perfect accompaniment to Danny Boyle's idyll of sheep and green fields. There's even a glass of smooth and slightly honeyed Penderyn whiskey, her local distillery, to wash it down. As the spectacle rumbles on, we drink more champagne and reflect that we've had the best of British on our plates, and now, on TV, the world is getting a glimpse of the same thing. Rupert Parker; Huffington Post, 6/08/2012