Find Articles/Resources

Working With Caterers - August 2008

The general buzz around food—the ingredients, where they come from, how they are presented, menu selection, what beverages best complement the cuisine—has led planners to focus more attention on the catering component at events. Following are insights from industry pros on meeting client demands, food and beverage trends, and guidelines on how to work with caterers.
                                                                                                                                  

Greater Interest in F&B

You don’t have to look very hard to see that food has become a huge focus in many parts of the country. Restaurants are entertainment venues, chefs are celebrated authors and TV celebrities, food-centric blogs are scrutinized and amended 24/7, countless sampling and tasting venues from wine bars to chocolate bars are springing up all over the place, especially in population-dense urban centers.

In the special event world that sentiment translates into more clients showing greater interest in F&B and placing more demands on those who provide it. Some planners report that their clients are cutting back in several areas—décor, even the guest list—but spending more on food and beverage to serve higher quality provisions to guests who are increasingly knowledgeable about what they eat and drink, and whose tastes are becoming ever more sophisticated.                                                                                                                                

 Caterers Respond to Client Demands

 Even as budgets are squeezed, catering standards have edged upward in some respects, especially when events that used to be lengthy full-scale sit-down meals are pared down to shorter standing-room-only cocktail soirées. Client demands and budgetary pressures have actually forced caterers to become more creative in what they serve and how they present it. For example, at cocktail parties the stalwart one-bite hors d’oeuvre, diminutive as it is, has become a hugely important showcase for what the caterer can do and often packs complicated layers of flavors into its petite package: “You want things with strong flavor in that one bite that burst in your mouth, such as coconut rice cake with roasted grape tomato and pickled ginger syrup, lychee fruit stuffed with goat cheese sprinkled with toasted macadamia nuts, and tuna in oil mashed with anchovies and red peppers on toast,” says Serena Bass of Serena Bass Events and Catering.

Responding to a question about the impact of pinched budgets on catering at events posed by recent ISES New York chapter president Liz Glover Wilson, David Turk of Indiana Market & Catering said, "The best way to work with planners is to help them create the illusion that everything is the same while still meeting them at their set budgets." How do you do that? "Creativity in your choices is the key component," said Turk, who advised choosing “smaller, fun versions of your usual choices, such as mini-lobster rolls or serve on smaller plates."

Trends Today—Local, Organic

“Organic”…“local”…“sustainably farmed”…“seasonal”…are all today’s buzzwords and many clients are paying much more attention to where food is grown and considering the environmental impact of transporting and serving it at events. Nonetheless, organic still carries a higher price tag that many clients simply cannot afford. That said, the movement is gaining ground.

“This will continue—it’s not a trend,” says chef Beth Ginsberg of Eaturna. “A trend is low-fat or fat-free or low-carbs. Food will not go back to what it was before. People’s attitudes have changed. I’ve been using natural food in catering since the 1980s. It used to be seen as a ‘veggie-hippie’ thing, but it’s mainstream now.”

“Green is ‘in’ and so is local,” says Elaine Bell, founder of Elaine Bell Catering. In some circles at least: “People want food from pampered animals—free-range and so on. They want to know where it’s coming from and that it has been treated healthfully and humanely.”

And although costs may be prohibitively expensive, there are some ways to moderate them. “Many customers will splurge on [organic] foods that are fully consumed like strawberries, lettuce and meats, but not on foods that have an unconsumed peel such as lemons and bananas,” notes Karen LuKanic, vice president of catering sales at Wolfgang Puck Catering.

Going all organic does cost more, agrees chef Beth Ginsberg of Eaturna, but, she says, it can be managed: “If someone needs to stick to a budget, we can fix organic vegetables and pasta or frittatas.” 

Patina Catering’s Laurence Whiting is hearing a lot of requests for comfort food and old-fashioned items like surf ‘n’ turf. “We keep it fresh and interesting so it’s not going to be your grandmother’s surf ‘n’ turf,” he explains. Whiting attributes the increase in the popularity of comfort foods to the challenging economy: “In the early ‘90s there was also a downturn in the economy, and I definitely felt the same thing: suddenly people wanted more comfort food at their parties. I think when times are tough people are looking more towards comfort, and parties are comfort. Parties are about gathering—getting people together.”

That might also at least partially explain the popularity of old stand-bys like pigs-in-the-blanket and mac ‘n cheese, even when clients say they want cutting-edge, upmarket catering. About pigs-in-the-blanket, Bryan Jacobson, chief event producer at Corporate Events Manhattan says, “don’t insult them—clients want them even though they don’t want to see them on the proposal.”

Part of the thrust in catering special events today too is diversity. Guests want to have choices, which often means serving vegetarian options, and healthy food selections along with the emotionally gratifying comfort foods. Says Catherine An of An’s Catering: “Our society now has a cultural movement toward a healthy, fresh, balanced diet. People want foods roasted rather than fried. Sushi is still very popular—it’s light, clean and healthy. I see a continuing trend for European-Asian fusion, such as French-Vietnamese, but a lighter style of French. Asian is now a mainstay.”

Booze is back big-time, is the general consensus. Classic cocktails, mixed drinks, often with fresh-squeezed fruit, wine tastings, tequila tastings, Scotch tastings, organic spirits, but also a tempting selection of alcohol-free beverages so guests have a choice. Caterers are becoming more creative in their alcohol-free options, blending fresh juices and essences (yuzu, acai, ginger, elderflower) to concoct lively, appealing, often healthful drinks. The intriguing blends are delicious and refreshing and can be served alone or with the addition of alcohol.

Match the Catering to the Crowd

When all is said in done, much depends on the nature of the event (elegant sit-down dinner vs. chow-down picnic-style BBQ), client and guests’ tastes and expectations (is the event a cocktail soirée for diet-conscious models or a post-game party for a sports team?), along with what’s in the budget.

“Know your audience and the goal of the evening,” says Linda Abbey, vice president of Great Performances. “Guest expectation is important. What’s great for one group isn’t great for another. We do a line of small, one-bite hors d’oeuvre for the fashion industry that are not drippy, such as a watermelon cube filled with tuna ceviche. But that may not be right for a group of hungry lawyers coming straight from the office.”

Kathy Vermilye of Caperberry Events adds that there are creative ways to satisfy the appetites of any guests, but you need information about the group up front: “The planner must be aware of what the day was like for the guests. If they were in a meeting with this being their first break since lunch, they are ravenous. You need to serve things that are bulkier and heartier, as they tend to be more substantial and filling, such as sliders with chipotle mayo. Have stations and passed hors d’oeuvre, which we can control in terms of timing.”

What’s the most important piece of advice to give a caterer up front? “Be honest as to the amount of guests, or there won’t be enough staff, glassware or food. It’s also important to tell the caterer if the crowd will be predominantly women, men, a certain ethnic background or vegetarians so we can help you plan the right party,” says Chris Robbins, vice president of Robbins Wolfe Eventeurs.Ò

Another caveat: get the caterers involved early on in the event planning process, so they can help carry out the décor and theme.

The costs of catering services vary with the amount of time and expertise involved in planning and orchestrating the event, and how many “extras” are required. The four basic categories to consider in catering costs are food, beverage, rental equipment and staff. Within each category is a price structure based on item cost and quantity of goods, preparation and other required services. Flowers, decor, entertainment, transportation, site rental fees, etc., are additional. Essentially, simpler is less expensive in all four areas.

You will need to have a good idea of your budgetary constraints before you investigate specifics with the caterer. Once that is established, together you can figure out where to spend more money and where to economize. It's also important to keep in mind what kind of party your guests expect and the image you want to project. That will help determine where costs can be trimmed and where more money should be spent. You will also need to know, as closely as possible, how many guests will attend, since costs are often figured on a per person basis.

When you interview a caterer for the first time, ask to see a portfolio and a client list, past and present. Ask how long they have been in business and what kind of experience they have catering events. Ascertain what parties the company has served recently, what their specialties are and what services they provide. Request a tasting or ask to attend an event they are catering (if possible) to sample the wares and witness the staff in action. Be sure to check references and always have a letter of agreement or contract.

Make sure all details of what will be provided and who does what are clearly spelled out. Also make sure that your caterer has a state license, which will ensure that he or she has met local health-department standards and has adequate insurance in case, for instance, the property is damaged, or someone at your event contracts food poisoning or drinks too much and is involved in an automobile accident on the way home.

Determine all fees, gratuities, extra charges, payment schedules and cancellation policy. Find out how costs are affected if more or fewer guests attend than predicted, and if adequate set-up and breakdown periods are covered in the price. 

Although payment procedures vary, you can expect to pay a sizable down payment (50 percent is common), with the balance due by the date of the party, or, in some cases, within a prescribed time period following the event.

Although caterers will generally accommodate a wide range of tastes, they may specialize in particular types of food and presentation styles, so make sure they can do what you want them to do at your event.

You will have to agree on a menu and mode of food presentation, which will, of course, depend on the nature of your event—cocktail party, sit-down meal, etc. How many guests will attend? Will other people working the party (musicians, attendants) be fed too? If so when, what, and where? Will the event include a cocktail party/reception, a sit-down dinner, or both? What about the hors d'oeuvre—how many kinds and how elaborate will they be? Are hors d'oeuvre butlered or served buffet style? How many courses will the meal entail? Will guests have a choice of entree? How will the meal be served? Will food be placed on plates in the kitchen or at the table? Family style? Buffet? Will hot food be served? Cold food? Both?

You will need to figure out what beverages will be offered and how much will be served at each stage. Will the bar be open just for cocktail hour? If you’re providing a meal, will bar service be available throughout the meal or event? After the event?

Exactly what types of beverages will be served? Cold and hot? Soda? Juices? Other non-alcoholic beverages? Bottled or filtered water? Tea and coffee? Alcoholic beverages? If so what kinds? If you’re serving wine or champagne, what brands and styles? Any special cocktails for the occasion? Will you have a full bar? Well bar? Premium bar? Is the site licensed to serve liquor? Does the caterer have a liquor license? Who will provide the beverages, alcoholic and otherwise? How are bar costs determined? By the hour? Per person? By actual amount consumed? Who takes care of bar equipment and set-up? How many bartenders will you need and for how long?

Caterers may own a large amount of equipment or rent as much as they require from outside sources. Costs will depend on the quality, variety and quantity of items needed. The amount and type of equipment necessary for actual food preparation also factor into the total cost.

Specify exactly what items will be needed and the amount of table linens, (cloths and napkins) glassware, silverware, china (place settings and serving pieces), tables and chairs, plus any necessary catering equipment. Also specify when the rented items will arrive, where they will be delivered and when they will be picked up.

If the caterer is hiring other service providers or getting supplies such as flowers, tents or entertainment, ask for the names and telephone numbers of the suppliers.

The number of kitchen workers, bartenders and waitstaff required will depend on the size of the group, and complexity of food preparation and presentation. Don’t skimp on service. While staffing is a major cost factor, the people involved in preparing and presenting food and drinks are the lifelines of your party. You will need to work with the caterer to determine the optimum number of chefs, bartenders, and waitstaff, as well as who takes care of providing the staff—you or the caterer? Will parking attendants, security guards, coat-check personnel, rest room attendants be needed? Who will hire and supervise them? How will the staff be attired? When will staff arrive and how late will they stay? Who is responsible for set-up and breakdown? How are these costs determined?

Choose a caterer you feel has enough experience to handle the unexpected, especially if your site is not equipped with a standard kitchen and all cooking and serving equipment, supplies, food, etc. has to be brought in. Make sure you can communicate with him or her as one professional to another in working toward the same end—keeping the purpose of the event in mind and providing a comfortable, welcoming atmosphere for the guests, while providing good quality food and beverage within your agreed-upon budget. Especially if you have not worked with the caterer before, it’s a useful exercise to see the team in action at another event, before you sign on the dotted line.