Establishing the Right Kind of Catering for You

Establishing the Right Kind of Catering for You Establishing the Right Kind of Catering for You - Start

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Establishing the Right Kind of Catering for You

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Establishing the Right Kind of Catering for You

Chapter 3


The Catering Market

The catering market is a group of customers:

In same geographic service area

With unmet catering needs and wants

Caterer must carve the market into niches.

Group customers with similar needs.

Understand own strengths and market’s opportunities


Who is the Caterer?

Analyze capabilities as a caterer.

How to can satisfy customers

Specialize in on- or off-premise catering?

Corporate accounts or social market?


Mission Statement or Purpose

Identifies who the caterer is

Why you’re in business

What you plan to become

What you can do for potential customers

Relation to competition

Guides the decision-making process

Type of business, including current customers

Types of catering functions

Where the events will be executed

How to solve the current needs of present customers


Importance of the Mission Statement

Reflects the company’s culture

Guides the employees

Contains the core beliefs, values and history

Separates a business from its competition

Communicates differences and expertise

Helps to exceed the competition


Growing the Business

Professional growth

Controlled growth is a management quandary.

Create a strategic growth plan.

Strategic Vision

Create a long-term vision.

Project growth over the next ten years.

SWOT analysis

Internal strengths and weaknesses

External opportunities and threats



Internal attributes, skills or assets that signify exceptional competitiveness in the market

Tactile, defensible positions for the caterer to uses as an offensive or defensive weapon

Make it difficult for other caterers to compete



Internal areas that can limit a caterer’s ability to compete successfully in the industry

Tasks the caterer does not execute well

Tasks the caterer does deficiently

Lack of:

Physical endurance and stamina

Culinary, technical or management skills

Specialized knowledge or equipment



External, controllable future events that best match the caterers’ competitive strengths

Potential, profitable growth zones

“Build a positive reputation.”

Opportunities include:

Potential economic growth

Recognition of sustainable trends

Ownership of professional production equipment



External elements which can cause a potential loss for a caterer

Threats include:

Government regulation

Changes in interest rates

Decrease in the demographics of the area

Entry of new competitors

Lack of certain skills

and abilities

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