FIND EVENT SUCCESS BEYOND THE APPS

Catering and events can be a profit center for operators, but they can also be stressful to plan and execute. We asked our Culinary and Restaurant Operations experts for their top tips on how to execute not only memorable occasions for guests, but profitable events for the bottom line. Here’s what they had to say.

Managing Event Inquiries & Contracts

Restaurant Operations Consultant (ROC) Kari Lyons says, “Step one to a successful event is responding to the event inquiry right away! Usually, it’s an administrative assistant sending out multiple inquiries, and the first company to respond is the one that gets the event. So many operators don’t respond, and they miss out!” Utilizing an online inquiry form for the increased number of requests that occur this time of year can help you stay on top of things and respond in a timely manner – hopefully leading to a full and fruitful event calendar!

Step one to a successful event is responding to the event inquiry right away! Usually, it’s an administrative assistant sending out multiple inquiries, and the first company to respond is the one that gets the event. So many operators don’t respond, and they miss out!” 
– Kari Lyons

Lance Reynolds, Director of Restaurant Operations Consulting, says having a solid Banquet Event Order (BEO) is critical. Banquet Event Orders are a form of contract that lists all of the essentials needed to execute an event. This includes, but is not limited to, information like primary contact details, event, date, guest count, food and beverage details, schedule of events, and terms and conditions, to name a few. 

“Make sure BEOs are in the hands of chefs, managers and other stakeholders, as far out as possible. It makes sure nothing slips through the cracks and keeps sales/FOH/BOH/Purchasing aligned with clear expectations.”

Staffing

With many operators continuing to struggle with staffing, designing private events with minimal staffing needs is essential. Food Fanatics® Chef Jesse Moreno recommends self-serve buffets and non-alcoholic beverage bars to reduce front-of-the-house labor needs while still delivering a great spread to attendees. Instead of someone operating each station, this reduces the labor need to one or two people checking for buffet cleanliness and running refills. Partygoers tend to put more on their plate at unattended buffets though, so manage your portions accordingly.

ROC Jeffrey Gates suggests having your veteran employees mentor and lead smaller groups of newer or seasonal employees to train and keep an eye on quality of work and productivity. This frees you up to manage the event overall – just be sure that those entrusted veteran employees are modeling the behavior you wish to see in all your employees!

Food & Beverage

Build your event menus in collaboration with your distributor, looking at flyers and other seasonal deals.  Often you can find fresh-to-frozen offers or closeout deals that can provide profitable menu opportunities. Be sure to cost out each event menu to price events for profit – ROC Kathy Stark suggests using Menu Profit Pro® to help you monitor the profitability of each menu item. This US Foods® exclusive tool allows you to track the cost of each item and update in an instant. You can even take your food and beverage cost management to the next level with the use of a CHECK® business tool, Craftable.

Zero-proof cocktails – or mocktails – are all the rage right now. Food Fanatics Chef Valerie Rubin recommends cooking down that fruit that’s on its last day, and turning it into bar syrups to create flavorful, alcohol-free beverages that can also be used to increase your cocktail value.

The last-minute event inquiry is the bane of all operators’ existence, but by utilizing high-quality prepared or speed scratch items, you don’t have to say no just because you don’t have the back-of-the-house staff needed to prep. An item like Molly’s Kitchen® Spanakopita offers a two-bite appetizer that is sure to impress – and can be baked and served from frozen in under 10 minutes, for a quick and easy party add-on.

The Molly’s Kitchen Petite Quiche offers another speedy small bite that is great for breakfast and brunch events, and can be on the butler tray or in a chafing dish in 15 minutes. With four flavors per case, you can offer a variety of options without keeping tons of inventory on hand. Keep your freezer stocked with some of these essentials to cover you for on-the-fly events – or even for parties that under-ordered food, and are looking to add items to the menu at the last minute.  

Utilizing the right equipment for serving and holding food at your event (whether it is on- or off-site) will guarantee the integrity of the food you’re serving and protect you from food safety concerns. No one likes soggy french fries, so if you’re considering serving those off-site or to-go, utilize packaging that helps keeps them crisp, like our Monogram® Fried Food Containers. You may serve your signature Buffalo chicken dip in a bowl for standard table service, but keeping it out of the temperature danger zone for an event likely requires a chafing dish with fuel.

Director of Culinary, Scott McCurdy, is an advocate for not serving dips in the traditional bowls with ladles. Not only can it get messy, but cross-utilizing things you likely already have on hand, like plastic shot glasses, allows you to get creative with the presentation of things. One of his go-to catering items is the Pacific Jade® Pork and Textured Vegetable Protein Egg Roll, cut on a bias and skewered, then served balancing over a Monogram Translucent Soufflé Cup filled with Chef’s Line® Korean BBQ Sauce. He says, “it keeps the egg roll wrapper crisp, and makes a lasting impression on guests!”

Think Outside the Box

If your operation isn’t equipped with the space or staff to host large corporate parties or holiday events, you can still capitalize on this busy season by promoting party platters to go. From football tailgate packages to New Year’s Eve celebrations, there’s almost always an occasion for a platter of small bites or shared appetizers. Chef Jesse Moreno says that tapas-style menus and small bites can make a bigger impact, thanks to their ability to serve a crowd – plus, they provide operators a chance to get creative with on-hand inventory to produce unique menu items. 

Take a Molly’s Kitchen Italian Breaded Mozzarella Cheese Stick, and skewer it on a bamboo pick with a cherry tomato and basil leaf, for an elevated caprese skewer using a freezer staple. Or offer a platter of Molly’s Kitchen Beef & Cilantro Empanadas and Battered Elote Corn Bites  for globally-inspired finger food.

ROC Kathy Stark recommends offering ice breakers or games as an add-on for company parties, to help fill the often-awkward time at the start of an event. One-time investments in giant wooden tumbling towers or four-in-a-row games can provide hours of entertainment and loads of profit. Kathy has also seen a rise in requests for curated music playlists at events with her customers, so don’t be afraid to charge for in-demand party customization add-ons like this.

Follow Up

In the world of hospitality, the little things go a long way. ROC Kari Lyons recommends taking notes for each event, as there is always an opportunity to leave an impression on the attendees. Send a personalized note to the host after the event to stay in touch. Many companies book their annual holiday parties or awards banquets at the same location after having a top-notch experience in previous years. Keeping hospitality front and center in your events, you may even fill up next year’s calendar, too!

Events can be complex and difficult to manage when not organized. Utilize our exclusive Special Occasion Planning and Promotions Timeline and Checklist, to be sure nothing slips through the cracks leading up to, or following, your events.

Our team of Food Fanatics Chefs, Restaurant Operations Consultants and Specialists are here to help you make it, so be sure to book time with them to review your upcoming event plans by visiting usfoods.com/getsupport.