1. HOW TO BE A SMALL CATERER
WITH A LARGE
PERSONA

2. The Speakers
Jack Milan
CEO & President, International Affairs
Different Tastes
Kevin Lacassin
President, Global Operations
Good Food Creations, LLC

3. How Big is Your Company?

4. The “Real” Speakers
Jack Milan
Owner/Chef

5. About Jack
Different Tastes – Boston, MA
 Started company in 1981
 Began specifically creating nouvelle French fare, branched to all types
of cuisine
 Known for cutting-edge, ‘twisted’ foods
 Relied totally on referral only from word of mouth
 Limited business to high-end private and corporate events
 First exclusive venue was in 1986 – 8 year verbal, 10 year written
 9 time CATIE recipient (22-time finalist)
 3 time ‘Caterer of the Year (International Spotlight award, 2-time
Catering magazine ‘National Caterer of the Year’)
 ICA Board member for 10 years, Honorary Board member for 3
years, Advisory Board Member, ICAEF Board Member and
President’s Council Member
 John Mossman award for Contribution and Dedication to the Catering
Industry
 Small Caterer with a Large Persona
 Now, besides being a caterer, we’ve branched out into food
manufacturing

6. The “Real” Speakers
Kevin Lacassin
Owner / Chef

7. About Kevin
Good Food Catering Company– Tampa, FL
 Started Company from scratch in 2008
 Quickly became known as an upscale caterer
 Rapid growth was due to grass-roots sales &
marketing techniques
 Focused on events, weddings and parties
 Started as a small caterer doing small parties
 Now we are a small caterer doing large events

8. Why Are We Here Today?
 Definition of a small caterer
 Do you want to “have” a small company but
“work” and “look” like a large one?
 Keys and characteristics of a “large”
persona
 Find out what it takes to compete with the
“big guys”
 How to win the big jobs!

9. Why be a small caterer?
 Quality of life
 Control
 “Boutique” or “Niche” Catering
 “It’s not what you gross, it’s what you take
home”
 Because you can still compete at a high
level!

10. how to look BIG
It’s All About Marketing
&
Self Promotion
&
Perception!

11. Elements That Contribute To That Perception
 Consistent Brand & Logo
 The Professional Web Site
 Professional Photography
 Media Exposure
 Consistent and Professional Email Signature
 Consistency In Proposals
 Ability To Compete With The ‘Big Guys’
 Social Media
 Networking
 Become an Expert in Your Field!

12. The Primary Marketing Tools
The Name
The Mission Statement…
What is the Image You Want to Project?
*** First Impressions Count! ***

13. Marketing – Your Logo
Your Logo – Your Image!
Spend the Money
Hire a graphic designer
Look Successful (don’t look “new”)
Doesn’t have to be expensive
It should reflect your business

14. Marketing – Your Logo
Recognize These?

15. Marketing – Your Website
Pay to get it done
professionally!
*** First Impressions Count! ***

16. Marketing – Your Website
How large is this company?

17. Marketing – Do it Like The Big Guys
Case Study: Red Bull

18. Marketing – Do it Like The Big Guys
Case Study: Red Bull
Red Bull’s Marketing Budget is estimated to
approach $2 Billion this year
How Much is In Your Marketing Budget?

19. Marketing – Do it Like The Big Guys
Case Study: Red Bull

20. Marketing – Do it Like the Big Guys

21. Photos are Important!
Pictures – “Worth a Thousand Words”

22. Photos are Important!
Pictures – “Worth a Thousand Words”
 Use professional photos to look professional
 You want to get paid for catering? Then pay for
photography!
 But here’s a way to get pro photos – for free!
*** First Impressions Count! ***

23. Creative Marketing & Press
(Almost) Free! - Do a photo shoot
Planners and Photographers LOVE doing photo shoots
They utilize these shoots for marketing
They may want to integrate the food, or just be fed!
Make it clear to the organizers what you want to get out of the shoot
Get free press and free professional photography

24. Photography & Press
Remember that photo?

25. Photography & Press
“Day of the Dead” Shoot

26. Photography & Press
Valentine’s Day Shoot

27. Photography & Press
Starlit Supper Shoot

28. Photography & Press: Get Published!
 Wedding Blogs
 BizBash
 Style Me Pretty
 Catersource
Show it off!

29. Your image from the outside…
Want to LOOK like a large company?
then you need to ACT like a large
company…

30. Your Image – Professional, Established
All Seasons Catering – Marin County, CA

31. Your Image – Professional, Established
All Seasons Catering – Marin County, CA
“We are definitely a small catering
company, run mainly by my wife and I and
4 other full-time employees. We have had
our company for 28 years”
-Stan Vail

32. Your Image – To Clients and Guests

33. Your Image – To Clients and Guests

34. Consistency
Scripts for EVERYTHING
 Answering the phone
 Speaking with clients
Exercise: call 5 chain restaurants and listen to how
they answer the phone. (hint: they have a script)
Successful businesses do it for a reason

35. Consistency – E-Mail
E-Mail is the new standard for communication
Get your own domain name
What if you got an email from
catersource@gmail.com?
 Develop a company wide email signature

36. Winning the Large Events. How?
 Experience Counts
 Use awards and industry recognition to your
advantage
 Sometimes you have to “do a favor” and cater
a large job at cost (for experience) (industry
event, non-profit event, etc.)
 Level the playing field by using your “large
persona”

37. Large Events – Small Company
All Seasons Catering – Big Jobs

38. “Presenting to Win” (the big jobs)
 Put together a portfolio with photos
 Use an org chart to show depth of your company
 Prove that you are not a one person show
 Wow them, but be careful not to over-
promise
 Don't act desperate, but tell them you want the job
 Tailor proposal to fit the job - spend time and do it
right
 If necessary, “bring in the big dogs” a.k.a. industry
friends

39. Show Your (Perceived)
Size!
An org chart is a great way to show your
size, big or small.

40. Show your expertise
Powerpoint presentations
Photo Galleries
Blogs (of other professionals)
Badges of Awards

41. Can you handle the job?
Our motto:
Under-Promise
And
Over-Deliver

42. How To Execute
Trust Me…
Small Companies CAN Execute

43. How To Execute
RNC – Good Food Catering Company
26 Events Daily (onsite)
2 to 5 Events Daily (offsite)
2600+ guests daily
3 Full Time Staff, 3 Regular PT Staff

44. Show Your Capability, not your size!

45. How To Execute
DNC – Different Tastes
9 Large Events
Average guest count 2500 per party
4 day period

46. How To Execute
Build Your Core Team
Start with the top managers
Move down from there
Fill in the gaps
Friends of Friends
Find talent that you didn’t know existed!

47. How To Execute
Organize
Catering software
Excel Spreadsheets
Checklists
Daily Meetings

48. How To Execute
Divide and Conquer
Task List – updated daily for 2 weeks
Hold accountable
Give Tasks and *Deadlines*

49. How To Execute

50. How To Execute
Bring in Help!
Yes, it costs money
Build relationships
Never know who will be calling you
Never know who you will need
Look at the person sitting next to you
Find the talent you need & Fill the gaps
Other “just” out of town companies

51. Professional Memberships
ICA –

International Caterers Association
 NACE –
National Association of Catering & Events
 ISES –
International Special Event Society
MPI –
Meeting Planners International

52. Professional Memberships
 NRA or State RA –
National Restaurant Association Convention and
Visitor’s Bureau
 Networking Groups
(BNI, BWG)
ABC –

American Bridal Consultants

53. Questions?
Jack Milan – Different Tastes
Boston, MA
jack@differenttastes.com
Kevin Lacassin – Good Food Catering Company
Tampa, FL
kevin@goodfoodtampa.com