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Large Events

How Your Small Company Can win and Execute. Large Events. Who is this guy?. Kevin Lacassin Owner / Chef. 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

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Large Events

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  1. How Your Small Company Can win and Execute Large Events

  2. Who is this guy? Kevin Lacassin Owner / Chef

  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

  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.

  5. Characteristics of Large Companies Picture a large catering company… what do they have?

  6. Characteristics of Large Companies

  7. Characteristics of (my) Small Company Now take a look at my catering company…

  8. Characteristics of ANY Company

  9. Characteristics of (my) Small Company Check out our fleet…

  10. What do we have in common? We can all compete for the same jobs

  11. 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!

  12. 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!

  13. Definition of a large event What is your definition of a large event? $$ or Guest count

  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

  15. Selling The Event Show Your (Perceived) Size! An org chart is a great way to show your size, large or small.

  16. 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

  17. Selling The Event Show your expertise Powerpointpresentations Photo Galleries Blogs (of other professionals) Badges of Awards Video!

  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”)

  19. Selling The Event Can you handle the job? Our motto: Under-Promise And Over-Deliver

  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

  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?

  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.

  23. Selling The Event Costing and Pricing The Event A myth about large companies… “But can’t the big companies do it cheaper, because they own all of the equipment?”

  24. How To Execute Trust Me… Small Companies CAN Execute

  25. How To Execute But a caveat… You HAVE to be ABLE to execute. Do not over promise and under deliver

  26. Execution-Case Studies Film Fest Events 500-750 guests Cocktail party style DJ plus live entertainment Empty building No running water or electricity

  27. Execution-Case Studies Film Fest Events - 2012

  28. Execution-Case Studies Film Fest Events-The Food Service 3 food stations (that’s it?) No room for box truck or cooking onsite All electricity needs had to be carefully calculated Needed quick service food items

  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

  30. Execution-Case Studies Chef Bar

  31. Execution-Case Studies TSE Opening Event 1000 guests Cocktail party with food stations

  32. 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

  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)

  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

  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

  36. Execution-Case Studies Republican National Convention Large events were around 600 guests Small events were 50 guests Primarily Station or Buffet

  37. Execution-Case Studies Meticulous about details!

  38. How To Execute Build Your Core Team

  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 didn’t know existed!

  40. How To Execute Organize Catering software Excel Spreadsheets Checklists Daily Meetings

  41. How To Execute Divide and Conquer Task List – updated daily Hold accountable Give Tasks and *Deadlines*

  42. How To Execute Put it in print – and make it specific!

  43. How To Execute

  44. How To Execute 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

  45. Make the Most of Your Time Today Before you leave the office today – jot down your favorite idea Put it into practice!

  46. Questions? Kevin Lacassin – Good Food Catering Company Tampa, FL Contact me – kevin@goodfoodtampa.com

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