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| Chef's Showcase |
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| The Joy of Off-Site Catering
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Bill Hansen has 24 years of experience in catering.
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Owner: Bill Hansen
Partner: Bill Hendrich
Concept: off-site parties, milestone celebrations, business meetings – all types of special events – completely planned and executed
Related Internet business: Leading Caterers of America
Web site concept: to provide an online catering community, a resource that brings together suppliers, caterers and potential clients
Internet address: www.leadingcaterers.com
Annual catering sales: $1 million
Signature items: beef tenderloin and exquisite hors d’oeuvre, and knock-out presentation
Bill Hansen’s textbook: “Off-Premise Catering Management” (John Wiley & Sons, 1995; new edition currently being co-written with Chris Thomas)
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| What are some insider secrets for those who want to maximize their catering business? – Questions & Answers
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What’s your average day like?
I like to joke and say I work half-day, which is actually 12 hours. About half of that time, usually in the morning, is spent working with the Web site.
The rest of the time is spent on the catering business and teaching. I have a terrific staff. In the office Grimsley Matkov prepares proposals and contracts for our customers so that all I need to finish is the pricing.
I’m not the chef of the company, so we have an expression here, “I book it; they cook it.” Most of my day is spent meeting with staff and clients, doing site inspections, going over plans, brainstorming ideas and working out logistic details.
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What percentage of your events do you actually attend?
I go to 100 percent of our events. That’s a crucial part of the business. Even if there are several parties at one time, I just stick my head into all of them for a few minutes.
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Please tell us a little about the different ways clients find out about Bills’ Catering.
First there are the direct ways, like the listings on our web site and other directories. And of course there’s word of mouth, which is extremely important.
We also do a lot of business with “destination companies” – probably about 20 percent of our events are actually booked with a third party. Those organizations specialize in putting together corporate meetings and conventions as a service to large and small companies. Then it’s their job to hire the caterer, find the venue and produce the events. Some people call them “party planners,” but they usually do a lot more than just parties.
I’m on the adjunct faculty at Florida International University and teaching is also good exposure for us. My classes are also good resources for recruiting staff.
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Do you enjoy teaching?
Oh, very much. The passion and the energy of the students help fuel my own enthusiasm and keep everything fresh. It’s a challenge to come up with new ideas. Some people think I’m nuts to train my own potential competition, but I just don’t look at it that way. When my former students become successful, that makes me proud. Plus I’ve been in this business so long, I’ve got a good head start.
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What are some reasons why restaurateurs should consider off-site catering?
There are several. First is the fact that it takes very little up-front investment. Your restaurant already has virtually everything you need. And because food is purchased on an as-needed basis, there’s little waste. Remember that caterers usually work from a deposit made at the time of booking and must be paid in full sometime before the event.
If you book flowers, d.j.’s, valet parking and tabletop, there are also opportunities for additional nonfood revenue.
The seasonality aspect of catering is attractive and makes life easy to manage. You work really hard, say, eight months out of the year, depending on your climate. And there’s also an element of selectivity. As a caterer, you don’t have to take any party you don’t want to.
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What are some potential pitfalls?
It’s really important to remember to get paid before the event, not during or after. That’s when the caterer is still in control, and it also avoids potential confusion and embarrassment.
You’ve got to be prepared for absolutely everything, no working from the seat of your pants. So that means being well trained and well equipped. You’d be amazed how even the littlest things make a huge difference. Something as small as bringing along a funnel to pour off cooking oil, for example, can save you and your client a huge headache.
It’s also important to be good to your staff and your work force pool. You can go through a temporary staffing agency, or you can develop your own human resources. But unless you treat them with respect and decency, they won’t be so eager to come work with you and they won’t do as good a job for your clients.
My book, “Off-Premise Catering Management,” covers all those details in checklists and charts, because that’s a really easy way to keep track of things. We also go into the legal liabilities of catering, food safety, and catering in the Internet age.
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Why did you start the Web site?
I always dreamed of starting a national catering association. Leading Caterers of America began a few years ago as a clearinghouse for information and a service to caterers and suppliers alike. Members get a lot of benefits, including the potential to put money directly to their bottom line. We’ve got special deals with national suppliers as well as insurance and a terrific database. We also help new members with cold calls.
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What advice do you have for people considering off-site catering?
It’s a rewarding hospitality profession, especially if you really enjoy serving people and watching them be happy. Sure, sometimes you have to pay your dues, but all in all the rewards are more than worth it.
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