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Strategic Thinking in a Creative Catering Environment

Presented by Warren DietelChef’s Commissary

Puff ‘n Stuff Catering

SMG Food & Beverage Directors Meeting

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OUTLINE

1. Think Strategic– Customer loyalty– Achieving greatness– The customer journey

2. Catering Trends3. Catering Competitive Advantage – What makes you different?– Real catering examples

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ABOUT ME• Serial entrepreneur• Professional experience:• Car detailing, Puff ‘n Stuff Catering, Disney Weddings,

Disney Institute, Scott Kay• 2003 Purchased Puff ‘n Stuff Catering• 2013 Established Chef’s Commissary• Entered a joint venture with Savor… earlier this year• Active in our industry internationally

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LESSONS ALONG THE WAY

• My personal growth from Disney foundations• Customer service = true understanding of customer’s

expectations• Creating appropriate guidelines to exceed expectations• Customer is at the core of people, place and processes• Transforming exceptional customer service into a

culture unified by a common purpose

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THINK STRATEGICALLY

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GOOD FOOD IS GOOD BUSINESS. GREAT FOOD IS REPEAT BUSINESS.

WORLD OF SAVOR…

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WHO IS YOUR CUSTOMER?• YOUR unique customer position

– DMC, corporate planner, association planner?– We are a reflection of our customer…important to remember

• How can you help them deliver their message?• How do you create product that works for the masses, but still

feels unique and special?• Feeding the masses and avoiding dreaded rubber chicken?

– Align customer expectations with reality– Training and development

• The expectation isn’t Blackberry Farm, but today’s customers are more food educated and discerning

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A CASE FOR CUSTOMER LOYALTY

• Customer loyalty happens when an organization receives the ultimate reward for the way it interacts with its customers

• Loyal customers buy more, buy longer and tell more people

• Do your loyal customers force you to bid?• Quality of product or service leads to customer

satisfaction, which leads to customer loyalty, which leads to profitability

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From SMG’s – View our World

For convention planners nationwide, the SMG name carries the brand promise of a well-run

facility and unparalleled expertise in all phases of convention planning. This assurance has won us national contracts from major corporations as

well as repeat business from event planners looking to rotate their conventions around the

country.

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SOAPBOX SIDE NOTE

I get it… it’s difficult to feed the masses and feed them well

• Responsibility to your organization• Responsibility to yourself• Mediocre or ROCK STAR?

Starts with you!

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ACHIEVING GREATNESS

• What drives you?• Hero examples• Common threads: Practice, commitment,

determination• Give before you receive• Are you taking initiative, learning, researching, and

evolving?

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• At 53, he is way past his prime yet still contends with the top players in the world, half his age

• Placed second at The 2016 Quicken Loans National at Congressional

• He is attributed as the hardest working player on the tour

• Singh prides himself on his work ethic

• He practices for hours daily, - before and after tournament rounds

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“BEGIN WITH THE END IN MIND”

• Begins with trust• Do your clients trust you to deliver on your promises?• Dr. James

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THE CUSTOMER JOURNEY

• A customer’s experience is based on their perception, rather than the actual experience

• Perception is based on a person’s true bias • Need to understand your client in order to see their

perspective• What are their expectations?– Lexus vs. Rolls Royce

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CUSTOMER SERVICE = PARTNERSHIP

• True customer service is a collaboration through two-way communication

• Anticipate needs, provide solutions• Partnership is an ongoing voyage

Dive deep!

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CATERING TRENDS

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WHY THIS IS IMPORTANT

• Our industry is constantly shifting• Make better decisions during marketing and sales

process• Be open to learning and new ideas• Identify new and missed opportunities• Keeps you relevant • Focus on what differentiates you from competitors

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SUPERLATIVE INSPIRATION

Go To Conferences• NACE Experience• Local chapter meetings• Catersource• The Special Event• The Art of Catering Food

Read Publications • BizBash• Catering• Catering Magazine• Special Events Magazine• Food & Wine• Consumer magazines

• Think differently and think big• Eat out more• Research, research, research

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OTHER SOURCES• International Caterers Association – ICA • Websites and blogs• Social media• Networking• Google alerts

• LISTEN to your customers• Observe your competitors• Track trends within your own organization

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What inspires you?

• Eureka! Ranch – Doug Hall– Transforming innovation from a random gamble to a

reliable system for growth• Get Stimulated - Dine out…it’s research! • Seek out wicked cool restaurants, hotels, retail, etc! • Architecture and Interior Design• Smart Innovative People and Companies

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CATERING TRENDSPrepare for Shorter Booking Windows

Prepare for the now generation

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CATERING TRENDSSustainable Packaging Options• Recycled• Compostable

Savor’s Sustainability Commitment is on-point!

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CATERING TRENDS

Interactive Stations• Dinner and a show• Made-to-order• Conversation starter• Incorporate interesting

ingredients

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CATERING TRENDS

Interactive Plating

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Maximize Junk Food

Make it Instagram Worthy

• Mac and Cheese tooped with Cheese-Its • Watermelon pickled in Kool-Aid • Create Conversation starters

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CATERING TRENDSGlobal Flavors• Ethnic condiments/spices• Authentic ethnic flavors• Ethnic fusion cuisine• African flavor• Latin• Middle Eastern• Mediterranean

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CATERING TRENDSCraft Cocktails to Batch Cocktails• Ideal for large guest counts• Inevitable• Batching plan• Visual appeal• Maintaining cocktail

integrity

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CATERING TRENDSRegional or Seasonal Signature Cocktails• Spring/Summer: Moscow

Mule, French 75, Margarita, Mojito

• Fall/Winter: Manhattan, Old Fashioned, Irish Coffee

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CATERING TRENDS

Don’t forget the lightweights• Infused waters and

sodas• Creative mocktails

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CATERING TRENDSBuild Your Own Bloody Mary Bars

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CATERING TRENDSBeer Cocktails

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CATERING TRENDSTapas and Cocktail Pairing• Reduce wait time and

expedite service by having food and drink paired together?

• Various small bites to satisfy everyone’s palates

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CATERING TRENDSFresh Ingredients• Locally procured

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CATERING TRENDSEthnic-inspired Breakfast Items• Asian-flavored syrups• Chorizo and eggs• Coconut milk pancakes

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CATERING TRENDS

Incorporate the “It” Cheese – salads, hors d’oeuvres, & appetizers

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CATERING TRENDSAlternative Bacon• Beef• Lamb• Duck• Turkey• Slab• Pancetta• Candy it, dip it in chocolate

– they don’t care!

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CATERING TRENDSHouse-made or Artisan Ice Cream and Popsicles• Serve in prosecco or cava• Can include alcohol

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CATERING TRENDSHybrid Desserts• Croissant-Donut• Ice cream cupcake

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CATERING TRENDSFastest Growing Dessert Ingredients• Rhubarb 47%• Chocolate Hazelnut 23%• Mint Chocolate 21%• Shortbread 16%• Buttermilk 15%• Marshmallow 14%• Butterscotch 12%• Cream Cheese Frosting 9%• Butter Pecan 9%

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CATERING TRENDS

Educate while offering something new• Keep it simple and

approachable• Alternative white wine –

Rose, Cava, Sancere • Make cool wine cocktails –

The Hugo

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CATERING COMPETITIVE ADVANTAGE

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DEFINE YOUR ADVANTAGE

“Superiority gained over competitors, allowing an organization to generate greater sales or margins and/or retain more customers than its competition.”• May including: Cost structure, product offerings,

distribution network and customer support (marketing, sales and execution)

• Creates differentiation, a reason to buy that isn’t based on price

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TELL THE STORY

• Presentation of marketing materials– Word selection– Menu formatting

• Quality images• Engaging video

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CUSTOM PROPOSALEmirates Airlines• Dr. Phillips Performing Arts Center• Simultaneous dinner service

representing a fine dining experience

• Exclusion of any pork or pork products in the menu selection

• No use of alcohol in the preparation of food

• Request for a world class, global destination menu

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CUSTOM PROPOSALThe Container Store• Palm Beach Garden store opening• 1,200 guests

Menu Sampling• Black bean hummus Tostada• Chicken quesadilla• Short rib slider, picked onions• Parmesan Reggiano popcorn• Grouper, coconut & papaya ceviche• Crab, mango & avocado salad• Citron financier

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CUSTOM PROPOSAL

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CUSTOM PROPOSALRestoration Hardware• Tampa store opening• 2,500 guests

Menu Sampling• Mini beef & brie burger with

caramelized onions• Cuban cigar spring roll• Ahi tuna with mango salsa, served on

lotus root chip• Goat cheese peppadew and chives

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UNIQUE EVENTSCone WeddingMenu Sampling• Braised Short Rib on Corn Cakes• Canaveral tempura shrimp with

Japanese mayo, kabayaki sauce and creme fraiche

• Shaved Country Ham with collards, and served on open face White Lilly Biscuits with fava beans, smoked corn

• Rose Chicken Tower Station • Bourbon Pot de Creme topped with

Mini Beignets

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UNIQUE EVENTSTaylor July 4thMenu Sampling• Slider Station: Dry aged Prime Slider,

Fried Chicken Slider, and Wagyu Beef Dog

• House Made Condiments• Firecracker Char-Grilled Corn on the

Cob• Adult Popsicles Watermelon Mojito

and Pina Colada• Patriotic Oreo Pops dipped in white

or milk chocolate with assorted crunch toppings

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UNIQUE EVENTSE-60Menu Sampling• Shrimp Po Boy Brioche• Wianno Oyster Shooter• Farm Egg Gnocchi• Beet Cured Scottish Salmon• Artisan Cheese and Charcutie Station• Baked Nantucket Bay Scallop, Au Gratin

Potato, Sherry Cream• Maine Lobster Hoppin John Lobster Bisque,

Skillet Cornbread

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MARKETING YOUR VENUE

• Make the sourcing and planning process as easy as possible by anticipating needs

• Highlight your unique selling proposition• Showcase your premier location• Host a meeting planner “All access tour”• Strong web presence to attract new clients• Social proof (testimonials)• Purchase listings and ads digitally with your CVB

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MARKETING YOUR VENUE“To increase brand awareness and drive qualified lead traffic to your site, develop a strategy for marketing to planners online.” Here is where most planners start their sourcing journey:• 38% use online sourcing• 29% depend on search engines• 17% go directly to the venue site• 12% rely on peer recommendations• 4% chose “other”

Reference: http://hospitality.cvent.com

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Ballroom at Church Street Examples

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Ballroom at Church Street Examples

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Ballroom at Church Street Examples

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Ballroom at Church Street Examples

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WE CREATE A CULTURE THAT SUPPORTS AWESOMENESS AND WE PUT IT OUT THERE Puff ‘n Stuff Catering Team Members• 36 years• 500+• Orlando and Tampa

Commissaries

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THANK YOU!

Warren Dietelwarren@puffnstuff.com407-227-5697

Puffnstuff.comChefscommissary.com