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Running one’s own catering company is no easy task. As the saying goes: “If you aim at nothing you are sure to hit it.” Planning, goal setting and working towards clear objectives make success possible.

OBJECTIVES OF A CATERING SERVICE

• Earn a fair profit. A company that is known to charge exuberant fares will lose out on clientele. 
• Sufficient catering sales must be generated to cover expenses and still leave a profit. Caterers can be tempted into taking on business that do not pay for itself or which shows very little profit. There may be times in every business when it becomes necessary to take on projects with marginal profit, but that should be the exception rather than the rule. In slow season when business is quiet it may be necessary to just cover costs to ensure well-trained staff do not leave the company. Charity and VIP events may show little profit but it gives the company opportunity to show off and in the process meet future clientele.

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OBJECTIVES OF A CATERING SERVICE (continued)

• Customer satisfaction. A satisfied customer means repeat business and referrals.
• Constant quality service.Providing high quality cuisine and presenting it flawlessly and punctually is essential.
• Convey an image. Every catering service will have a certain image they want to convey. It may be a certain ambience, type of food or uniqueness that clients associate with the company.
• Reputation for dependability. Clients must feel confident that regardless of the stress of the event, the caterer will cope.
• Reputation for flexibility. A client must think fondly of a company as the one that bailed them out at the last minute.
• Stay on budget. There are few things that upsets a client as much as hidden costs that surprise them at the last minute.

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Many are of the opinion that if someone can cook they can survive in a full-time cooking career. That is only half the truth. Starting one’s own catering company for example means the business have to show profit while keeping the client’s wishes and budget in mind. Showing profit could be harder than anticipated. Menu planning and costing, purchasing the correct quantity as well as quality product and training the wait-staff correctly are but a few of the intricisies of catering.

Prue Leith Catering Academy in Gauteng is an internationally acclaimed chef’s school whose comprehensive curiculum is focused on teaching those pursuing a full-time cooking career essential business skills. This will enable graduates to deliver a top-notch service to clients in South Africa as well abroad.

CONTACT PRUELEITH
Gourmet Chefs Academy South Africa :www.prueleith.co.za

Prue Leith Catering telephone:
0861 105 889

Prue Leith Chefs Academy telephone:
+27 (0)12 654-5203

Prue Leith’s Restaurant telephone:
+27 (0)12 660-3260

Chefs Academy and Prue Leith’s Restaurant physical address:
262 Rhino Street,
Hennopspark,
Centurion,
0046,
South Africa

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When interviewing a prospective caterer the following questions should come under discussion.

• Do you ( the caterer ) have a set menu or are you open to modify the menu as needed?
• Do you serve a buffet or plated meals and what would be the difference in price for each?
• Do you have a certain type of food you specialize in?
• Can you cater for guests with special dietary needs like vegetarians, kosher meals or people with food allergies?
• Do children pay full price or is there a special menu for them? What are the costs involved in this?
• Would it be possible to taste some of the food on the menu beforehand?
• Would it be possible to view their catering at another reception to get an idea of the type of food, style of presentation and level of service the company delivers?
• Can you please supply referrals of clients the company catered for? Be sure to phone at least two. 
• Do the caterer provide food for the photographer and musicians? Is it at the client’s cost?
• How much food will be served per client? A buffet should offer a choice of 2 entrees. Hors d’oeuvres should be about 12 per person. Seasoned caterers will know to provide more of the food that are favorites with the guests.

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It might be risky to order a big quantity of wine or champagne without confirming the quality beforehand. Ask if the caterer would be so kind as to allow for a wine-tasting before ordering. One can always obtain a bottle from a supplier and taste it in the comfort of one’s home.

• Are you ( the caterer ) licenced to sell alcohol?
• Do you have a set wine-list or can the client request for a specific wine or champagne to be provided?
• How is the wine list priced?
• Is there a corkage fee to be paid when the client provides his own special wine or champagne?
• How many drinks can be poured per bottle of alcohol?
• Is there a opening fee per bottle that are opened?
• Can the bar be kept separate for costing purposes?
• Will the caterer be able to coordinate a cash bar at the event?
• Will there be non-alcoholic beverages available to guests who do not drink alcohol?

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