As part of his presentation on “How to Fully Meet—Or Create—The Need for Catering,” given at the inaugural C&RB Chef to Chef Conference held February 22-24 at the Red Rock Resort in Las Vegas, Philippe Reynaud, Executive Chef and Director of Culinary Operations for the Ocean Reef Club, Key Largo, Fla., provided many ideas for how to take full advantage of the opportunities for upcharges that are often presented by catering engagements, both on- and off-site.
The “limits” of catering situations, Chef Reynaud told Conference attendees, “are much higher than you might think.” In general, he said, the approach when planning and presenting unique catering ideas that customers will then agree to pay extra for should be one of “fluffing things up in a way that makes you look good and makes things extra special for your clients—and then sell everything that you can!”
Specific techniques suggested by Chef Reynaud included:
• Up-sell receptions, small plates, hors d’œuvres, and action stations
• Upgrade to mixed nuts
• Upgrade cuts of meats and organic options
• Create an intermezzo between courses like a small lemon or mint sorbet to cleanse the pallet and prepare the taste buds for the meal to come
• Don’t forget that upcharge opportunities also extend to beverages, wine pairings, and non-alcoholic drinks
• Have a grand dessert finale, featuring the knowledge of your pastry chef
• Turn fun buffet items into action stations, and charge for chef fees
• Create food or ice sculptures
• Suggest giveaways like chocolate truffles or mini-macaroons
When exploring these and other upselling opportunities, Chef Reynaud stressed, the culinary team should not forget to always “stay in touch in reality—and make sure you can back it up!”
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