How
To Choose A Caterer!
INSIDER INFORMATION
Most people have never thought of entertaining on a grand scale,
and the thought of providing food, alcohol, entertainment, etc. for
a large number of people can be daunting for the uninitiated! When
throwing a party, it should reflect your tastes, personality and sense
of adventure, and selecting the appropriate caterer can make the entire
process effortless. Tales of nightmarish events are plentiful, and
you don't want to be remembered as one of them! However, do not fear.
The catering industry in Toronto rivals those in other large U.S.
cities and the services we offer are world class. But how do you decide
which caterer is best for you?
Research!
When polled, event professionals agree: word of mouth is the best
way in which to find your caterer of choice. When doing your initial
fact-finding, ask friends or business associates whom they have used
in the past. Large companies often have an in-house event planner
who will be in the know. Ask your florist, DJ, or rental company for
recommendations. Industry professionals tend to associate only with
organizations who excel at what they do. Also, venues in your area
are a great source of information. Call them and ask for their lists
of approved caterers. You can be sure that venue-approved caterers
have been qualified and meet the high standards of the venue. When
attending events, ask questions: Who is catering the event? How is
the food? Are the service staff friendly and polite? Did you have
to wait for service? Moreover, bend the ear of your host/ess and inquire
about the caterer's service during the planning process: Was the planning
enjoyable? Was the consultant enthusiastic? Remember, the experience
of a party is not simply how it appears at the actual event, the planning
process should be enjoyable as well. Web-sites allow you to get a
quick introduction and feel for the company, but be aware that the
skills of the web-designer may actually enhance or mask the company's
actual abilities. Finally, consistency is one of the cornerstones
for your selection as it is your assurance that you will get the best
service time after time!
The purpose of all this preliminary research is to narrow the field
to those caterers you wish to interview for your event. Decide on
a select few who seem to fit your needs. Asking for too many estimates
creates an avalanche of unnecessary work for yourself!
Caterer Styles
Understanding your caterer's area of specialty and his limits is paramount
to ensuring a successful event. Caterer expertise can be divided into
the following three categories:
Luncheon Caterer: Providing good, simple food, with a limited selection
of cuisine.
Gourmet Caterer: Increased knowledge of food , more creative, able
to provide cocktail, sit-down and buffet meals, somewhat limited in
coordinating and providing related services such as consultations,
rental equipment, wait-staff, etc
Full service event caterer: Specialize in a vast array of foods and
services, coordination, décor and can handle large number of
patrons with ease.
By selecting the caterer in the right category for your event, you
will ensure yourself a higher chance of success.
The Initial Contact
Once you have decided upon the caterers you wish to interview, you
should assemble some information: First, you should be able to communicate
to your potential caterers your goals for the party. Are you celebrating
a special occasion in a warm, intimate style? Do you want a funky,
fun atmosphere? Are there important clients you would like to impress?
Second, have some sort of a budget in mind before approaching your
caterer. This is not easy to do, but developing a range is paramount.
The cost of a reception varies wildly by caterer and type of event,
but ultimately it is the size of the party, venue choice, type of
food and service that will determine the price. Your catering consultant
will discuss your budget with you and let you know if your expectations
are realistic. A good caterer will make your money work for you. Third,
be ready to answer some specific questions related to your proposed
event. Your caterer will need some details so they can prepare an
accurate estimate for you. Make sure that all potential caterers are
given the same information so that you can compare equally. Questions
they may ask you will include: What is the venue for your event? Is
it an elegant black-tie affair or a fun filled birthday celebration?
Is there equipment available for the caterer use at the venue (i.e.
tables, chairs, kitchen amenities)? Will you require a tent? What
kind of bar do you wish to have? Are there any guests with specific
needs, allergies, or tastes? All these will affect your budget. Most
caterers will (and should) provide you with a detailed estimate, which
will outline the breakdown of services and clearly state the costs
that can fluctuate. Once you have the estimates, you can determine
which organization has understood your ideas for your event. Remember
that the initial estimate is simply a preliminary proposal, and may
be altered in any way to suit your individual needs and budget.
Keep in mind, though, that catering is a very seasonal business.
During certain months, caterers are extremely busy working on events.
Caterers do their utmost to provide the best service and they require
ample notice to develop a custom proposal with your unique needs.
Frequently, they have to gather information and estimates from other
suppliers in order to give you an accurate estimate. For obvious reasons,
December is every caterer's busiest month and while we have good intentions
of getting you the information you require with speed and accuracy,
a little patience goes a long way…
Your Consultant
Your entire experience should be a positive one, beginning with the
first contact with your catering consultant. Are your ideas received
with enthusiasm? Are they asking relevant questions? Do they provide
alternative suggestions and ideas? Are they excited about your event?
A lot of your time will be spent with your consultant, and you should
feel at ease and most importantly, LISTENED TO for your ideas to be
properly interpreted and to ensure a successful event. A consultant
worth his or her salt will have a personal stake in the success of
your event. You should have full confidence in their abilities.
The Interview
At this stage of the game, you have probably gathered estimates from
your chosen caterers. The next step is to meet with your consultant
to get an up close and personal feel about their services. From the
estimates, you will be better equipped to ask detailed questions.
Don't be shy about asking for client references and request photos,
if they have them. Is your consultant confident, personable and enthuastic
about planning your party? Your meeting with them should be a positive
one, if you leave feeling doubts or apprehension about the caterer,
then keep looking.
The Tasting
Caterers have mixed feelings about tastings. Some offer them, and
some do not. It is widely held, though, that a tasting is offered
only once your party is booked and you wish to taste the menu that
you have confirmed with your consultant. The tasting is more of a
finalizing of the event, not a sales point as it is very expensive
to produce, as well as time-consuming. It is not meant as an "evening
out", so please do not invite your family, friends, co-workers,
etc. You should keep your decision-making team to a minimum, or it
turns into a catered party that will be charged accordingly.
Once you have met with the various caterers, you can make a confident
decision about who will be best able to cater for you. Remember that
catering is an art. Going to unknown venues, working in ill-equipped
kitchens, being creative, dealing with weather conditions, etc., all
of these factors requires good organization, skill and talent. Toss
in time AND budget restraints... this will demand someone who has
experience and knowledge, as well as a love of food and parties!
Once you have chosen your caterer, listen to their ideas. They have
done this before and can offer beneficial advice on creating a successful
party. They are professionals who take the "Art of Partying"
seriously. Finally, execution of a catered event does not rest solely
upon the quality of the food served. It is the successful fusion of
planning, service and food.
Bon appetit! And good luck choosing the right caterer!
