Driving Catering Sales Climbing to New Heights

Prism Hotels did over $12.5m in catering revenue in 2010. Did you know… Prism Hotels did over $12.5m in catering revenue in 2010.

That’s almost 13% of our total revenue.

Our catering budget this year is $14m.

Those are big numbers but unfortunately, they get little focus. Until now.

We cant succeed as a hotel if we don’t succeed in catering. Do you know what your hotel’s catering revenue is as a percent of total revenue? We cant succeed as a hotel if we don’t succeed in catering.

What are you doing to succeed?

Revenue Management principles apply to catering too. Finding the right customer, at the right time, selling the right price to generate the right profit.

Finding the Right Customers Active Solicitation Call goals Action Plans Internet prospecting is a must not an option Readerboards are top priority Short Term top-of-mind Awareness Database / E-mail blasts / Newsletters Make it Easy to Book Ask for Referrals

At the Right Time Space Release Policies Based on program value/program profit or just dates and timelines? Timeliness of Approval Process Arbitrary or with data support?

What kind of data? Delphi - Function Room Usage Report

What else? Delphi – Function Room Occupancy Report

No Delphi? No Problem. Use the tools you have to find out how often each of your meeting rooms is being used on A day of week, meal period, and seasonal basis.

Those rooms that sit empty “hoping” the perfect piece will come along… SIT EMPTY. Cost of walking a seminar vs. profit earned when the perfect piece comes along is an easy calculation.

At the Right Price How often do you validate your menu prices? Do you know what your most profitable items are on your menus? When you discount, do you change the menu or just drop the price? Do you know when you can raise your holiday party prices?

The best way to get the right price is to… upsell

Upselling Seasonal specials at higher prices Client needs discount menus? Fine, but send an up-sell too. Every tasting should have an upgrade. Liquor and Wine Premium alcohol brands at cash bars automatic, unless the client requests well only.

Seasonal Specials Highly appealing, highly priced rotating menus. Incentivize each time sold.

Innovative Options Stay current. Stay fresh.

How you display affects taste and value perception How you display affects taste and value perception. Which looks more “expensive”? Same items, just displayed differently. Things that look good, taste good. Be innovative.

Generating the Right Profit Understand your margins. Food = minimal Beverage = good Room Rental = fantastic! Know your profitable menu items. Understand how your labor is billed. Service charges – how do you compare?

How Can YOU Influence? Have a tough F&B Director? Do you work with a Chef that won’t listen? Don’t complain without a solution. Photos, photos, photos – don’t just tell them what you want, SHOW them what you want. Show them what your COMPETITORS are doing. They WILL want to be better!

YOU are in control of your Catering Success Start Stop Do More Do Less Take 5 minutes to complete the Jones Window on the back of your class notes page. Review yours with your table groups and compare how each of you are going to TAKE CONTROL.