CATER – H2

Catering Management
CHAPTER 2
The Caterer and the Client

Objectives
After studying this chapter, you should be able to:
✓ Explain why a caterer’s reputation may influence a potential client’s decision.
✓ Explain how clients select caterers.
✓ Describe why referrals are important to caterer.
✓ Explain how developing a market, targeting it, and working toward it creates success.
✓ Explain why a caterer may refuse catering jobs and clients.
✓ Provide examples of unanticipated inconveniences a caterer may confront.
✓ Provide examples of how a caterer can be safeguarded against unanticipated problems.
✓ Explain corporate and social catering.

Recipe for Success

Ingredients:
1. “Every customer served at the event is a possible referral.”
2. “We cannot be all things to all people.”
3. “Research every job.”
4. “Build a relationship of trust.”
5. “Everything must be 100%, 100% of the time.”
6. “Never confuse being a nice person with being an astute (wise) business person.”

Why Clients Decide on a Caterer?

1. Reputation - it is imperative that the caterer is reliable.

Four requirements when choosing a caterer:
1. Is the caterer well respected and well known?
2. Does the caterer do most of the catering in the client’s area?
3. Are the customers satisfied?
4. Are clients recommending the caterer to others?

When selecting a caterer who has been in business for a long time, the caterer need
not make false promises. Their reputation, based on their track record, should be
proven by a satisfied clientele.

2. Referrals - occurs when a customer is satisfied with the quality and workmanship of the caterer.
Caterer’s best vehicle for advertising his skills and expertise.
Satisfied customers will share their experiences with others.

3. Word-of-mouth - the best type of advertising for a caterer. A potential client may believe that the
caterer is as good as a friend says. Satisfied customers are always willing to recommend a caterer they
are excited about. Guests can be impressed with the food, service, or the caterer’s attitude displayed
during the function.
A satisfied client will potentially tell at least 3 friends, family members, or business
associates.

Deciding whether to take the event

Since caterers cannot be all things to all people, it is imperative to understand the relationship
between potential clients and their needs, the caterer’s knowledge-base and skill-levels, labor
requirements, and facility resources and availability.

Personality Conflicts
➢ Lack of comfort with clients.
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➢ The caterer must follow intuitive feelings when it is obvious how impossible it would be to meet
a client’s expectations because of extreme demands.
➢ Deciding whether to take the event

Unanticipated Inconveniences
A caterer must always be vigilant and mentally prepared when confronted with unanticipated
inconveniences while executing an off-premise assignment.
➢ Unpleasant sting of Bad Politics.
➢ Additional Hidden-to-the-Client Expenses from the rented facility.
➢ The caterer is notified by the hall’s management to contribute a Gratuity for their own service
staff.

How can a caterer safeguard against these poor business practices?

Explore options
• Touring the facility before the event
Research the job
• Be aware of and understand all situations that can potentially occur at the event.
• Includes – personnel, type of service, table wares, etc.
• A well-planned catered function should include a schedule that specifies when the event
will happen, where the event will happen, and how jobs will be completed.
Know the customer
o Caterers need to get to know their customers.
o Organize and plan all activities and equipment needed before arriving at the event to
meet customer’s expectations.
o Create a Catering Checklists, these help the caterer organize the event. (see fig. 2.3 p30-
35) insulate

Checklist before leaving the facility

✓ Insulated transport boxes
✓ Food production area
✓ Menu review
✓ Small wares and equipment

FRONT OF THE HOUSE

Bulletin Board Worksheet

Event __________________________________________________________________
Event Date ___________________________ Guest Count _______________________
Buffet __________ Served ____________ Combination ___________ Other ________

Menu Item: Utensils/Equipment Needed:

Room Setup

Table Setup Check for a Room Setup Diagram:

Linen

Special Concerns and Instructions

KITCHEN
Bulletin Board Worksheet

Event __________________________________________________________________
Event Date _____________________________________________________________
Confirmed Guest Count ___________________________________________________
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Types of Catering
1. Corporate Catering
• Clientele comprised of large or small corporate and business accounts.
• Encompasses employee training sessions, board of directors’ luncheons, and company-specific
picnics for employees and their families.

Advantage:
✓ Continual need for food at corporate sponsored events.
✓ Relationship built on mutual trust.
✓ Financial security.
✓ Corporate fund-raising sponsorship.
✓ Creativity and the caterer.

2. Social Catering
• Is a distinctive field with its own characteristics.
• Having the event held in a guest’s house is one distinguishing facet of social catering.
• As a social caterer, never promise anything that cannot be done.
• The caterer must remain in control and must be comfortable with saying to the client: “We are
unable to do that.”

Client’s Home
➢ Planning a social function in a client’s home can be a challenge.
➢ The host is responsible for the guests’ complete comfort and happiness. Educate the client in
the etiquette of being a proper host.
➢ Special Care – always treat the home with special care.

Seek the following information:

1. What is the purpose of the social event? Is the event an intimate dinner
for 10-12 people or a cocktail party for 35-40 people?
2. What can be supplied by the caterer or the client?
3. Will the caterer require bartenders and adequate bar supplies?
4. Will the caterer’s insurance provide adequate protection for the staff as
well as the guests?
5. Has the client made any last minute , out-of-the-ordinary special
requests?
6. Are the details of the contract specifically spelled out?
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