On-Premise Catering: Hotels, Convention & Conference Centers, and Clubs

449 Pages·2000·17.433 MB·English

by  Patti J. Shock, John M. Stefanelli

On-Premise
HOTELS,
CONVENTION &
Catering
CONFERENCE CENTERS,
and
CLUBS
Patti J. Shock
John M. Stefanelli
University of Nevada, Las Vegas
JOHN WILEY & SONS, INC.
New York Chichester Weinheim Brisbane Singapore Toronto
(cid:2)
This book is printed on acid-free paper. (cid:2)
Copyright © 2001 by John Wiley & Sons, Inc. All rights reserved.
Published simultaneously in Canada.
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This publication is designed to provide accurate and authoritative information in regard to the
subject matter covered. It is sold with the understanding that the publisher is not engaged in
rendering professional services. If professional advice or other expert assistance is required, the
services of a competent professional person should be sought.
Library of Congress Cataloging-in-Publication Data
Shock, Patti J.
On-premise catering / by Patti J. Shock and John M. Stefanelli.
p. cm.
ISBN 0-471-38908-0 (cloth: alk. paper)
1. Caterers and catering—Handbooks, manuals, etc. I. Stefanelli, John M. II. Title.
TX921 .S48 2001
642(cid:3).4—dc21
00-036820
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
Contents
Foreword vii
Preface ix
Chapter 10 Overview of On-Premise Catering 1
Types of Catering 3
Types of Caterers 3
Catering Department Management Functions 6
Catering Department Objectives 6
Catering Department Organization 7
Catering Department Policies 19
Major Challenges Faced by a Catering Department 23
Chapter 20 Markets and Marketing 27
Business Market 28
Business Market Events 30
Special Events—Social Market 34
Client Decision Makers 38
The Marketing Plan 41
The Marketing Budget 44
iii
iv
Contents
Marketing Research 47
The Four P's of Marketing 51
Sales Procedures 79
Identifying Your Markets and How to Reach Them 96
Marketing Tools 96
Client Relations 98
Relationship Marketing 99
Telephone Marketing 100
Value 102
Up$elling 103
Space Utilization 104
Chapter 30 Theme Parties, Weddings, Outdoor Parties, and
Other Special Events 109
Theme Parties 110
Weddings 119
Outdoor Parties 138
Bar and Bat Mitzvahs 142
Chapter 40 Meal Functions 143
Purpose of a Meal Function 144
Menu Planning 144
Truth-in-Menu Guidelines 158
Menu Pricing 162
Tips and Gratuities 162
Types of Meal Functions 165
Off-Premise Catering 176
Chapter 50 Beverage Functions 181
Purpose of the Beverage Function 181
Menu Planning 183
Menu Pricing 186
v
Contents
Types of Beverage Functions 194
Liquor Laws 200
Chapter 60 Function Room Selection and Setup 209
Appearance 209
Location 212
Utilities 212
Space Requirements 213
Planning the Function Room Setup 222
Chapter 70 Production and Service Planning 249
Production Planning 249
Service Planning 267
Catering Safety and Sanitation 280
Chapter 80 Intermediaries and Suppliers 287
Providing Other Client Services 288
Audiovisual Services 294
Entertainment 310
Lighting 312
Intermediaries 313
Chapter 90 Staffing 321
Employee Recruitment 322
Orientation 331
Training 331
Compensation 337
Chapter 10 Financial Controls and Reports 339
Control Documents 341
Credit Management 348
Postevent Management 352
Food and Beverage–Cost Control 352
vi
Contents
Payroll-Cost Control 367
Control of Other Expenses 372
Computerized Control Procedures 373
Chapter 11 Working with Other Departments 377
Kitchen 378
Beverage 379
Purchasing 379
Receiving and Storeroom 380
Housekeeping 381
Convention Service 382
Maintenance 386
Engineering 387
Property Manager 388
Steward 388
Print Shop 389
Room Service 390
Human Resources 390
Controller 392
Security 393
Sales 394
Front Office 395
Audiovisual 397
Recreation 398
Entertainment 398
Business Services 399
Glossary 401
Appendix 415
Index 429
Foreword
Throughout human history, no festive event or gathering has hap-
pened without the serving of food and beverages and providing some
kind of entertainment. Someone was needed to pull all of the details
together and ensure that the guests left happy and the host was pleased
with the results. This "someone" has evolved into today's catering ex-
ecutive, an accomplished individual who must be able to coordinate
and translate wishes into reality. The mental picture he or she draws
for the client must be transformed into reality. He or she must be able
to coordinate the timing of florists, entertainers, decorators, setup
crews, electricians, culinary and service staffs, and many others to a
fine-tuned precision that culminates in a perfect event for the host or
hostess.
Until the early 1990s, formal studies in the catering field were
rather difficult to come by, inasmuch as few, if any, colleges offered
classes related to this exciting career field. Fortunately, the situation is
changing and this book is an excellent vehicle to assist students to de-
velop into competent catering executives. It is my sincere hope, wish,
and even dream, to someday see a university offering a bachelor's de-
gree in Catering/Convention Services. This profession has become ex-
tremely versatile and demands not only technical expertise and superb
human relations capabilities, but also a healthy dose of strong work
ethics, creativity, and imagination.
vii
viii
Foreword
The authors have researched the subject matter thoroughly and
addressed the many different aspects of catering, combining their ex-
periences in catering and as educators on the university level. Leading
members of the National Association of Catering Executives (NACE)
have generously contributed their time and talents, providing input
from their day-to-day experiences to make this book as authentic as
possible. Therefore, this book dispels the notion that a caterer is some-
one who cooks food in his or her kitchen, loads it into the trunk of a
car, and drops it off at a client's house. Today's catering executive must
be educated not only in the culinary arts, but also in accounting pro-
cedures, logistical planning, the properties and use of wine and other
beverages, etiquette and protocol, various computer software pro-
grams, religious dietary laws, salesmanship, customer service, and a
number of other essentials. The word no is not part of a catering ex-
ecutive's vocabulary. Above all, we must remember that this is a "peo-
ple" business, and with the kaleidoscope of personalities, races, and re-
ligions in our society, the successful catering executive is the one who
recognizes, honors, and values the vast diversity of the public and
strives to meet its needs and wishes.
Business practices, computer programs, and trends change in our
business, just as in any other. The fundamentals discussed in this
book, however, do not change. People want and need to get together
for a plethora of reasons. There will always be conventions, weddings,
fund-raisers and simply joyous celebrations of various kinds—and
there will always be a need for a catering executive.
Nothing is more exciting for a catering executive than to see all
of the planning, negotiating, and advance work come together, to stand
in the midst of "organized chaos" while supervising the setting up of
an event for hundreds or even thousands of guests, and then experi-
ence the magic of finally seeing everything in place, to see the doors
open and, as the guests enter, to witness the delight and wonder on
their faces as they discover a magnificent event unlike any other they
have seen. May this book assist you in discovering and pursuing a
journey in the catering business. It is a rewarding career, demanding
dedication, the pursuit of excellence, and implementation of creativity
and imagination.
Peter E. Günther, CMP, CPCE
Director of Convention Catering Sales
Marriott Hotel, Anaheim, California
Past President, National Association of Catering Executives
Founder and Past President, Educational Foundation of NACE
Preface
The catering business continues to grow at an accelerated rate. Sta-
tistics show that catering is one of the fastest growing segments of the
food and beverage industry and that all sorts of foodservices, from
mega-hotels to local restaurant operators, are reaping the rewards.
On-premise catering is especially popular. Patrons are enjoying
the advantages and pleasures of catered events and are engaging pro-
fessional caterers at an ever increasing rate. In fact, in some parts of
the country, guests have to book their events well in advance in order
to guarantee space.
The objective of this book is to provide all levels of on-premise cater-
ing and banquet professionals, as well as aspiring professionals, with an
in-depth, one-stop source of generally accepted catering principles and
procedures. Armed with this knowledge, it is hoped that readers will be
able to increase their opportunities in this exciting and dynamic field.
The book includes several major topics. Readers wishing to gain
a perspective of the on-premise catering business will be especially in-
terested in Chapters 1 and 2. Those who want specific information
that can be used to plan, develop, implement, supervise, and follow up
on a catering function should read and study the remaining chapters.
Chapters 3 through 11 contain an extensive discussion of on-
premise catering procedures as well as a considerable amount of col-
lateral material. They can also serve as the catering professional's desk
ix