Why You're Hiring the Wrong Caterer for Your Corporate Event
Just last week, not one, but two previous catering clients called me for a proposal for an upcoming event. Both clients were qualified, and both had exciting events that I’d personally want to attend. Sounds ideal, right? I turned them both down almost immediately. Why? We simply weren’t the right caterer for the job.
The catering landscape in San Diego is vast and diverse. There are those caterers who thrive in volume. And there are those who thrive in complexity. Gone are the days of MIHO single-handedly feeding 3,000 Comic-Con fans. Sure, it may sound like an adrenaline-fueled challenge. In all honesty, plenty of other caterers can handle that gig—and probably at a better price—too. But when a client is looking for a high-profile, four-course vegan lunch that requires guests to switch seats between each course, that's when our expertise truly shines.
So, when one of our previous clients reached out seeking a catering quote for a community block party with a high guest count, I suggested a few of our peers who would be an excellent fit. And you know what? She was thrilled with the recommendation. If the client is happy with their experience, that’s all that matters.
Here’s the bottom line, friends: your choice of caterer can make or break your event. You know this. But obstacles arise and distractions abound. Deadlines creep up. Budgets shift incessantly. And management loves to shake up your plans. Not to mention the location or venue may be unfamiliar territory. These challenges always come up. And unfortunately, many companies find themselves repeatedly hiring the wrong caterer and jeopardizing their chance to achieve a successful event.
Let this serve as a gentle reminder to choose your caterer wisely. Here are a few do’s & don’ts that you’ll find helpful when considering your caterer.
Do's for Hiring the Right Caterer
Do share your big picture business goals with your caterer. It's crucial to communicate your broader business objectives, not just the event-specific initiatives. By doing so, you establish a foundation for collaboration and align the caterer’s services with your goals. This alignment will lead to an enhanced guest experience, greater insight for innovation, and a higher return on your investment. You want a partner rather than an order-taker.
Do connect the caterer to the decision maker. I'm amazed at how controversial this topic is. I understand that the decision-maker does not want to be bothered. And I also sympathize with your fear of being undermined or appearing incapable. But keep this in mind. You'll gain two crucial insights from listening to even the briefest conversations between the decision-maker and the caterer. First, you'll actually hear what the decision-maker truly wants. Second, you'll determine immediately if the caterer is up to the task when put on the spot by a higher-up.
Do end a conversation if you’re struggling to connect. The sale is a preview of the relationship. Effective communication and responsiveness are vital attributes of a reliable caterer. Your concerns should be welcomed with care and attentiveness. If you're just a box they're checking on their to-do list, then it's a sign to move on.
Do check vendor credibility. Reach out to the venue manager or vendors within your network to inquire about their experiences and recommendations. Gathering feedback and testimonials from trusted sources are a much better gauge the credibility and reliability of potential caterers than online reviews that all sound the same.
Do look for caterers who will tell you no. Find a catering partner who is honest, transparent and prioritizes your best interests. Their advice should be objective, and their feedback should be candid. Even though this approach can be uncomfortable at times, the end result is higher quality food, service and overall satisfaction for you and your guests.
Do choose a caterer who specializes in customization. A great caterer should be willing to work closely with you to create a tailored menu that aligns with your specific preferences and requirements. They should be open to accommodating special requests and providing creative solutions that add value to your event. Customization ensures that the menu reflects your company's unique style and caters to the diverse dietary needs of your guests.
Don'ts to Avoid Catering Mistakes
Don’t overlook quality. Every detail matters. Choose a caterer who clearly pays attention to detail—from the presentation of dishes to the ethical sourcing of ingredients. Look to see if their menus are seasonal. Ask them what their sustainability practices are and if they align with your company's values. The quality of the food and its presentation will leave a lasting impression on your guests.
Don’t reduce the number of staff just to save money. The quality of service and hospitality significantly impacts the overall experience of your corporate event. Cutting corners by reducing the number of staff may save costs in the short term but can compromise the success of the event. It creates more stress for you. And it compromises the enjoyment of your guests.
Don’t ask for fusion or an “around the world” concept. Over here at MIHO, we call that “con-fusion”. Every menu has flavors inspired by various places around the world. The key is to have a variety of items that dance around the nostalgic feelings of exotic travel but have a familiarity to them and a cohesiveness to the menu. Otherwise, guests will feel like they’re at the food court mall trying to figure out what they should eat.
A great caterer not only serves delicious food but also adds immeasurable value to your overall objectives. With their expertise and support, you will enjoy the planning process, create a memorable event that leaves a lasting impression on your guests, and maximize the impact for your company.
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