More and more, companies and sales representatives are using caterers as the foundation of networking events, to impress clients, reward employees and generate goodwill.
“Any business you choose to partner or collaborate with represents the decisions you or your company make. So why should a caterer be any different simply because it is food?” says Todd Schafer, president of Crooked River BBQ + Beer. “Clients, vendors and customers want to know that your company associates itself with companies that demonstrate the same professionalism, integrity of character and service that you do. That’s why it’s important to be discerning when choosing a caterer.”
Smart Business spoke with Schafer about what to look for when choosing a caterer for business events.
How are caterers being utilized in the business environment today?
Car dealerships are utilizing caterers to welcome shoppers during busy weekends and holidays. They’re providing sandwiches and drinks to customers while they shop or wait for service to be completed. There’s reportedly a great return on those schemes.
Funeral homes have increasingly been using catering services over the last few years. It can be a long, difficult day for grieving families. It’s a welcoming relief to have the home arrange a meal so families have one less concern.
Internally, businesses are using caterers as a reward for a sales team or department that reaches a goal, or generally to reward hard work. Sometimes these take the shape of thematic parties, like tailgating, barbecues or Christmas in July.
When opening a new retail store, for instance, bringing a caterer to the ribbon-cutting event feeds the staff, guests and customers. The new company is showing goodwill by handing out food while bringing something interesting to an event that isn’t competing with the retailer’s business.
What are the signs a company has a good catering partner?
It’s important for a company to find a catering business that has corporate sales representatives. A company should expect to have a single point of contact who can handle anything it needs. Having a good relationship with that person means he or she gets to know the company’s likes and dislikes, health and dietary concerns, and more. That person becomes the go-to contact for anyone in the company who may need to plan a catered event, which brings a level of consistency.
A good caterer should be flexible, provide great customer service and great product while tending to all the small details that can make or break food service. They’re transparent with their pricing and their portion sizing. If a caterer uses a per-person price, it’s important to ask how much they’re portioning so that not too much is being given away, which introduces the risk of running short of food at an event where the head count is unknown. It also allows the contracting company to compare prices to other caterers.
A good caterer will provide a company with an itemized description of services and costs before the event with details that include time, what they’re providing and how much food is being served per person. Find a caterer that will work with you on the payment terms and always agree on the terms upfront.
How can bad catering affect business relationships?
A bad caterer can mean hundreds of key networking contacts, important vendors or potential customers get poor service or bad food. For every good experience, a person tells one or two people. For every bad experience, they tell three to five people. A caterer’s bad service leads to bad word of mouth for the company that used the caterer, because the caterer becomes an extension of the company.
What are the signs that a company should discontinue its relationship with a caterer?
Cut ties with a caterer the moment you’re taken for granted. That complacency can lead to stale offerings or service, no follow up, putting another order in front of yours or being late to an event without an apology or reason. It can get out of hand fast. There are so many caterers out there that they should be fighting for your order. The moment they take you for granted, leave.
Insights Corporate Catering/Events is brought to you by Crooked River BBQ + Beer
