Cheese Classes 101...2 glasses for non-pairing 6 tasting pours for pairings 2-2.5 glasses per person...
Transcript of Cheese Classes 101...2 glasses for non-pairing 6 tasting pours for pairings 2-2.5 glasses per person...
Cheese Classes 101
Sascha Anderson
Murray’s Cheese
Kristi Bachman
Cheese School of San Francisco
Rich Rogers
Scardello
Presenter Introduction and Basis
• Background on Business
• Focus of Business
• How Classes Fit into Current Operations
Why Have Classes? – Driving Profits
• Driving Foot Traffic
• Driving Retail Sales through Cross-Sales
• Creating Separate Revenue Center from Retail
• Educating Consumers
• Educating Staff
• Building Brand
Why Have Classes? – Driving Profits
• Building Producer Relationships
• Retaining Customers
• Sales after Class
• Gain New Customers
• Taking “Fear Factor” from the Cheese Case
Class Topics
• Cheese Basics
• Regional Classes
• Things that Pair with Cheese
• Competition Style Classes
• Milk or Cheese Type Classes
• Holiday Themed
• Out of the Ordinary
Class Topics
• Basic
• Intermediate
• Advanced
Logistics – Setting up your Space, Capacity, Promotion
Murray’s Cheese School Scardello
Classroom overlooking store, U-shape seating, cave space
Greeting area, with small retail display, and open prep kitchen. Separate classroom with U-shape seating
Shop becomes a classroom L-shaped communal seating
24 seated50 event
32 structured class75 cocktail-style event24 cheesemaking
34 but as many as 4050 mix/mingle event
EmailIn-storeWord-of-mouth
Word-of-mouthLocal cheese shopsNewsletter (4 - 8 per year)Social mediaGoogle ads.
Bi-weekly emailIn-store signage
Logistics – HolidaysMurray’s Cheese School Scardello
Holidays- New Year, Valentines, but primarily seasonal focus rather than specific holidays
HOLIDAYS: Valentines Day (Chocolate & Cheese, Bubbles & Cheese, Valentine's Cheesemaking); St. Patrick's Day (Cheese & Beer, Irish Cheese); Mother's Day; Father's Day (Cheese & Beer, Cheese & Charcuterie); New Years; Holiday Entertaining
HOLIDAYS: Chocolate, Cheese and Bubbles -Valentine's Day and Mother's Day, Holiday Entertaining class near Thanksgiving/Christmas. Beer vs Wine Tuesday before Thanksgiving and week after New Years
HOLIDAYS TO AVOID: Fourth of July, Memorial Day (long weekends), Easter, Christmas and Thanksgiving
Important to realize how holidays and major events effect attendance - local team in playoffs, festivals
Logistics – Hiring Instructors
TYPES:
• Cheesemongers, food authors, cheesemakers, scholars, food consultants, distributors, importers.
RECRUITING:
• Start with the talent that already exists within your business.
• Put the word out at ACS to see if potential instructors might be visiting your area; make sure to schedule far in advance.
• Ask your food network: culling from own staff, distributors, local shops & restaurants.
Logistics – Hiring Instructors
• IDEAL INSTRUCTORS: Someone who has a lot of knowledge AND can entertain a crowd; people who know the most, or experts, are not always the best instructors. We are happy to work with instructors who are good at receiving feedback.
• BEST INSTRUCTORS: (1) perform well, (2) provide accurate information, (3) do their homework and come prepared.
• DIFFICULT INSTRUCTORS: Someone who is very particular and difficult to work with can be very expensive.
Logistics – Hiring Instructors
• TIPS: Make sure to match instructors with content. Consider pairing two instructors together.
• COMMUNICATION: Collaborate on class topics and descriptions. Create an outline and discuss the structure of the class. We send an "instructor tips & expectations" document: selecting cheese and beverages, what to expect at school, idea of what room looks like, arrival time, class duration, class size, engaging with students, preparing for class, keeping a rowdy class under control, etc.
Logistics – Cancellation Policy
• CURRENT POLICY: Cancellations must be made 48 hours prior to class in order to recieve a class credit. Class credits are valid for up to one year and may only be applied to a class once. No refunds issued. Registrations are transferable.
• OLD POLICY: Cancellations were accepted up until noon on the day of the class. Since implementing, we have far less cancellations.
• WAITLIST
• DO YOUR RESEARCH: Look around your area. Some establishments require 7-14 day notice, others do not accept cancellations.
• EXCEPTIONS: None! Registrations are transferable. We sometimes offer a credit to our "regular" students, but that is the exception. If a student cannot attend, or find a friend to send in their place, we'll offer to wrap up their cheese, handout, and accompaniments for pickup.
Logistics – Class Reminders
• Students are reminded of their registration with an email, sent 3-4 days prior to class
• The reminder includes information about parking, our cancellation policy and anything specific to the class they are attending.
• CREATE YOUR POLICIES AND SET EXPECTATIONS FROM THE BEGINNING
Logistics – Targeting Your Audience
• Cheesemaking classes are very popular.
• BULK: Cheese 101, Wine Pairing 101, Regional
• SOME: Intermediate, Seasonal
• FEW: Advanced, Master Classes
Logistics – Class Duration
• Students can arrive as early as 15-30 minutes before class.
• Tasting classes are 2 hours
• Cheesemaking classes are approximately 3-4 hours long
• Private events typically last 2.5 hours.
Logistics – Pricing
• Tasting classes range between $69 to $75 - Cheesemakingclasses $120
• Classes should be priced to make money, not break even.
• They need to be affordable, and comparable to classes offered in your area
• Commit to a schedule of classes -- even if 1-2 per month
• Determine your minimum
• Discounts
Logistics – Scheduling
Murray’s Cheese School Scardello
Public class every Thursday 7 to 8:30 PM. Sometimes an overflow class on Friday or Saturday 8 to 9:30PM
Cheesemaking on weekends 1 to 5 pm. Tasting classes typically M-F from 6:30 to 8:30 pm. Occasional tasting classes on weekends from either 2-4 or 4-6 pm.
Public class every Thursday 7 to 8:30 PM. Sometimes an overflow class on Friday or Saturday 8 to 9:30PM
Balance of Cheese 101, pairing, hands-on, and caves, plus private events
Wine/beverage pairing classes scheduled towards end of week (Th & F): people drink more, date night, light topics.
Cheese 101 and a regional class once per month, 1-2 beer-focused class every quarter
Logistics – New Class Schedule
• Release schedule at least one month in advance.
• Cheese School schedules in "semesters," or every 3 months.
• Rarely can we sell a class without at least 4-6 weeks notice.
• Newsletter is sent out each time a new schedule is released.
Costs – Equipment/Staff
• Plateware - IKEA circle plate
• Stemware - flute, white, red, dessert, beer
• Serveware - fork, knife
• Other - napkins, handouts, tables, chairs, projector
• 1-2 instructors - 2 staff
Costs – Portions
Murray’s Cheese School Scardello
5-8 cheesesBoot Camp - 12+ per session
7-8 cheeses - .5-.75 oz 8-10 cheeses 5 cheeses - Beer vs Wine17 cheeses - Cheese 101
2 glasses for non-pairing6 tasting pours for pairings
2-2.5 glasses per person 2 glasses per person
bread, fruit & nuts, plus pairings dependent on class
bread, fresh fruit, dried fruit, preserve, nuts
Sliced baguetteExtras depend on class focus
Payment Options
• 3rd Party - Brown Paper Bag Tickets, EventBrite
• In house - shopping carts, in-store
Tips and Tricks
• Know your goal
• Know your skills
• Know your audience/customers
• Prepare, prepare, prepare
• Eat, drink, and talk about what you love
Tips and Tricks
• Policies
• Class schedule
• Instructors
• Students
• Environment
Tips and Tricks
• Make a detailed runsheet
• Pre-cut harder cheese
• Start class at close or shortly after
• Make a seating chart
• Stick with the same night/nights
Questions?