Understanding the Catering Customer's Needs
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We found this great excerpt on the importance of a caterer that understands a customer's needs and desires when planning a catering event for them. As the book points out, a caterer is not only selling food and service, but peace of mind.
Title: "Successful Catering" Author: Bernard Splaver Excerpt: |
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There are two basic goals to consider when planning menus: satisfying the customer and making a profit. Meeting these two objectives is paramount to success and can be achieved if you give careful attention to the following:
- Needs of the customer
- Eating and dining trends
- Market conditions and product availability
- Food combinations
- Capacity and versatility of kitchen
- Skill and capability of service staff
- Costs and profits
Customer Needs
Although your business as a caterer is to sell food, you should never forget that you are a service organization. Giving the customer what they want, when and where they want it, at the price they specify, while still producing a profit for your company, is your goal.
The more you know about your clients, the better chance you have of meeting their goals and yours. Your clients are really buying peace of mind, and they are relying on you to understand and fulfill their needs.
The most important concern in most clients' minds is to have a function that is unique and successful. It is therefore important that you communicate competence and confidence, as well as a desire to create something special, fresh, and custom-designed for your client. No affair is routine. Regardless of how many weddings or bar mitzvahs, fund-raisers or business luncheons you've done, each function and each client should be approached with excitement and an eye toward personal client satisfaction.
You need to be conscious of who your clients are and what they wish to accomplish through a catered event. Be perceptive and attentive to the details that provide insight into your client's style and needs. Your first meeting or telephone conversation is your opportunity to check each other out. Listen carefully; although some clients know exactly what they want, many more will have only a vague idea and will rely on you to make suggestions. This is a prime opportunity to show them you are capable of giving them that personal touch and carrying out their requirements.
Consider the following questions as you begin to gather the information necessary to satisfy your client's desires:
In addition to the answers to these questions, much can be learned about your clients through perceptive and conscious observation. Did your client call you from the office or house? How did they hear about you? Who will the guests be? Where will the affair be held? How do they talk about the food? Are they knowledgeable about food?
- from "Successful Catering," by Bernard Splaver
The more you know about your clients, the better chance you have of meeting their goals and yours. Your clients are really buying peace of mind, and they are relying on you to understand and fulfill their needs.
The most important concern in most clients' minds is to have a function that is unique and successful. It is therefore important that you communicate competence and confidence, as well as a desire to create something special, fresh, and custom-designed for your client. No affair is routine. Regardless of how many weddings or bar mitzvahs, fund-raisers or business luncheons you've done, each function and each client should be approached with excitement and an eye toward personal client satisfaction.
You need to be conscious of who your clients are and what they wish to accomplish through a catered event. Be perceptive and attentive to the details that provide insight into your client's style and needs. Your first meeting or telephone conversation is your opportunity to check each other out. Listen carefully; although some clients know exactly what they want, many more will have only a vague idea and will rely on you to make suggestions. This is a prime opportunity to show them you are capable of giving them that personal touch and carrying out their requirements.
Consider the following questions as you begin to gather the information necessary to satisfy your client's desires:
- What is the occasion?
- What time of the day will the function be held?
- How many guests will be expected?
- What is the general make-up of the guest list?
- What is the general age of the guests?
- What type of food does your client have in mind? (Encourage your clients to tell you their favorite dishes.)
- Are there any special services required to adhere to religious or other dietary restrictions?
- Will the affair be inside or outdoors?
- What cooking equipment (if any) is available?
- How much is budgeted for the affair? (Be aware that very few prospective clients will ever answer this question straightforwardly. More than likely, they will ask you to give them a range of prices; therefore, be prepared with several menus and price categories.)
In addition to the answers to these questions, much can be learned about your clients through perceptive and conscious observation. Did your client call you from the office or house? How did they hear about you? Who will the guests be? Where will the affair be held? How do they talk about the food? Are they knowledgeable about food?
- from "Successful Catering," by Bernard Splaver