Catering at the Executive Level

Catering needs executives who
1) ‘get it’, and
2) have time to focus on Catering.

Update from February 2009 Brown Bag seminar on casual catering at the Executive level.

Skills come from specialization. Catering needs executives who both ‘get it’, and have time to focus on it.
On February 18th 2009, Erle Dardick hosted a eminar for QSRs and Quick Casual operators who have diversified into casual catering or plan the same. Main points:

1. Recognize the problem
Every aspect of Catering & Delivery, from menu to ordering to payment, deviates in some way from your store operations. These differences, big and small, have to be addressed at the executive level.

2. Now is the time to focus on catering strategies
Especially during a downturn, as chains are depending on Catering & Delivery to drive new revenue, the impact of decisions made at the strategic level will immediately ripple through the entire organization.

3. Catering Executives are specialists
Strategic level thinking requires specialized knowledge. Your operations staff in Catering & Delivery has a different skill set from your restaurant staff; the same will apply at the executive level.
While small Catering & Delivery outfits sometimes have limited choices at the Executive level, recognizing that this is a separate domain is an important first step.
For chains, there is little reason not to draw from specialists in the Catering & Delivery area - professionals who have proven themselves in this line of business.

4. Establish benchmarks, metrics and incentives
A successful VP of catering is worth his or her weight in gold. Incentivize him or her, and provide metrics to ensure accountability and success in this important line of business.