Link to video featured in presentation: http://www.viddler.com/v/4b3fbd77

1. Bring the Party to Me!
How to Take Your Catering Off-Site
Presented by:
Warren Dietel, President & Owner
Orlando, FL

2. Today’s Session
ALL ABOUT OFF-SITE CATERING!
Learn how to:
• Market to current and potential clients
• Handle off-site kitchen-related challenges
• Price your proposals
• Account for additional labor and rental
expenses

3. My Story
Warren Dietel, Owner & President
• Entrepreneurial from the beginning
• Professional Experience
– Car Detailing, Puff ‘n Stuff Catering, Disney
Weddings, Disney Institute, Scott Kay
• Purchased PnSC in 2003
• International Caterers Association Director
• Partner with Fresh Ideas, East and
RPI Purchasing

4. The Puff Story
• We started as a bakery
• Opened in 1980 as a family-owned business
• Purchased from my parents in 2003Expanded Infrastructure in
Orlando in 2006 to support growth
• Tremendous potential + aggressive growth plan = 267%
growth in 3 years

5. The Puff Story
• Over 450 staff members strong (50 FT)
– Diversifying segment base
• Expanded to Tampa in 2009 with an acquisition and opening of
a second office and commissary
• Plans to add third office in St. Louis later this year
• Six exclusive venues & many more preferred
• “Passionately Perfecting Life’s Celebrations!”

6. HOW TO MARKET TO CURRENT &
POTENTIAL CLIENTS

7. Your Challenge
• Find ways to drive more revenue
and business from each client
• Potential solution: Off-site catering
• The next questions:
– What are your revenue goals?
– How much of your resources can you
invest into marketing, training,
equipment?
– Will you develop an active or passive
business approach?

8. Food for Thought:
What Will You Offer?
Full-service: transportation, mobile
kitchen, chairs, tables, china and
flatware?
Special Events: Wedding, Corporate,
Social?
Specialty Cuisine: ethnic, kosher,
vegetarian, BBQ?
Menus: full on-premise menus or
original catering menus?

9. Your Approach…
• Create a separate brand to market?
• Full-throttle marketing to current clients
and new audiences (PR, target market
advertising, social media, etc.)
• Invest in equipment and trained staff
dedicated to selling and servicing off-
premise events
• Relationship focus: venues, vendors
and other referral sources

10. Your Approach…
• Target primary marketing efforts on
current client base via:
– Direct sales, awareness methods (blogging,
invoice advertisements for off-site “upsells”,
etc.)
• Cross-train current staff to work on or
off-premise
• Relationship focus: a primary rental
company partnership to build the best
pricing structure and ensure profitable
business

11. WHAT TO EXPECT WHEN YOU’RE
EXPECTING…
TO CATER OFF-SITE

12. Taking the Good with
the Challenges
The Good
• Income
– Is nothing without profitability
– Proper pricing is a must
• Exposure
– Branded catering vehicles can create buzz
– Catering clients “introduce” you to their friends and family
• Variety
– Opportunity to try new dishes and expand
your offerings

13. The Challenges
• Investment: equipment and rentals
– Vehicles, ovens, hot boxes, refrigeration, serviceware, etc.
– Environment: tents, lighting, ventilation, A/C, generator
• Solutions:
– Develop win-win partnerships
with rental companies
– Finance large equipment
purchases if your business is
healthy

14. The Challenges
• Regulations
– Liability Insurance
– Liquor license (many states require separate for off-premise)
– Fire Marshall (many venues restrict propane/open flames)
• Solutions
– Do your research!
– Learn your state laws and research
restrictions at popular venues

15. The Challenges
• Controls (or lack thereof)
– Equipment loss and damage increase
– Additional runs required for forgotten items and last minute
needs
– Kitchen environment will be different for every event
– Kitchen may be located far from the event space
• Solutions
– Hire a logistics manager to refine your off-site operations
and manage your inventory
– Train staff for a variety of off-site kitchen scenarios

16. The Challenges
• Labor – Account for additional staff time:
– Training to produce events off-site
• Service timing, equipment set-up, etc.
– Performing pre-event site visits (sales, logistics, event
supervisor)
– Transport, set-up and break-down of the event
• Solutions
– Charge to adequately cover your new expenses
– Hire or utilize your current training manager to develop your
staff in new skill sets

17. Make a Decision!
Make a conscious decision – are you in or are you
out?
Off-site catering requires:
• Time
• Focus
• Planning
• Reputation
• …and money!

18. HOW TO PLAY AND PRICE
TO WIN!

19. Make it Producible!
• Edit your menu
• Offer food that travels well
• Make a production plan for each
item:
– Fry foods on-site for freshness?
– Traveling grills for optimum
temperature?

20. Make it Producible!!
Ahi Tuna with mango and
pomegranate salsa, served
on a lotus root chip

21. Make it Profitable!!
Charge for/to cover:
• Planning Time, Site Visits
• Prep Time
• New Portioning
• Operations and Travel
• Rentals, Plates, Glassware
• New/Specialized Equipment
• Staff On-Site at Events
• Training

22. Rental Pricing Case Study
VIDEO WILL PLAY

23. Rental Pricing Case Study!

24. Rental Pricing Case Study!

25. Rental Pricing Case Study!

26. Rental Pricing Case Study!
Grand Total:
$31,371.30
$52 per person

27. Off-Premise Pricing!
• Estimate a 30% - 50% increase
in cost to produce an event
• Educate your clients about
your service and unique selling
proposition(s) to reduce
“sticker shock”
• Don’t sacrifice profit – only
take business that makes sense
and cents

28. Make it Successful!
• Define your goals
• Define your culture
• Hire dedicated Catering Sales
and Operations staff
• Invest in the proper equipment
and vehicles
• Get the word out
• …and deliver consistently and
excellently every time!

29. Thank You!
To download a copy of my slides, go to:
http://www.slideshare.net/WarrenDietel
Warren Dietel| warren@puffnstuff.com | 407.629.7833
www.facebook.com/puffnstuffcatering | Twitter: @pscatering