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Virginia Tech HTM 2514 - Exam 1 Study Guide

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HTM 2514Exam # 1 Study Guide Lectures: 1 - 10Lecture 1 (January 20): Chapter OneI. Need for Catering Defineda. Gatherings that span several hours require food and beveragesb. Business meetings demand coffee, tee, bottled water (at very least)c. Celebratory occasions such as wedding, christenings, birthday parties, bar and bat mitzvahs, anniversaries require special food and drink for the event to occurd. Catering can be as grandiose as a prestigious stadium skybox luncheon or as casual as a mobile lunch wagon on a movie seti. Regardless of the event being china elegant vs. paper plate casual if there is good-quality food and drink being served, it is regarded as Cateringe. Catering vs. Restaurant operationsi. Catering demands a pre-arranged contract:1. Cost is listed2. Specific number of people the event will serve3. Menu is chosen in advance and tends to be more limited than restaurant menuii. Food Prep differs than in a restaurant1. Both restaurant and catering chefs do “mise en place” (prepare food ahead of time to certain extent) but catering chefs prepare food so that it only needs brief final cooking, reheating or assembly prior to serviceLecture 2 (January 22): Chapter One ContinuedI. Finding your Catering Identitya. Catering is popular but competitive field so developing a unique style is crucial tosuccess in this industry; you want people to associate caterers with a specific segments of events such as weddings or holiday parties so that this caterer owns the territory for this particular marketi. Examples of Catering niches:1. Party Platters – either dropped off by caterer or picked up by the customersa. Sales reps believe providing a free lunch grabs attention from medical or editorial staff b. Car dealerships enjoy finger foods for their potential customers coming to a showroom during promotionc. Real Estate Agents often provide food and beverage duringOpen Houses2. Five-star dining at home – still a niche market in large cities, popular during special dinners, business, or just pleasure3. Special Dietary catering – caterers can specialize in kosher, vegetarian, vegan, or weight-loss foods a. If your operation can travel to movie sets, concerts, or offer delivery then success will only riseII. Finding the Correct Catering Scenarioa. Do you want to be employed as a caterer by a larger organization or start your own business?i. As employee of larger organization:1. Expect median yearly salary of $35,000-$50,0002. Benefits of employment: no financial risk of starting business, fewer job responsibilities, gain valuable experience3. Downside is more limited earning potentialii. As caterer owning your own business:1. No guaranteed salary2. Heavy financial risk by starting business3. Job responsibilities cover all aspects of business4. Any mistakes affect company directly5. Upside is earning potential is unlimited6. Medium-size catering business grossing $500,000/year can earn profit ranging from 10-20%b. Types of Catering to consider:i. On-premise Catering – includes food production area (kitchen) and connected area where people dine1. Specifics of physical business:a. Should be located in desirable, safe locations with parkingb. Should be easily accessible by car and visible to roadc. Drop-off area must exist for guests for valet parking and protecting guests in bad weather (no one wants soggy food)d. Entrance to business must have wheelchair accessibility/automatic doore. Many of these facilities begin by renovating former movie theatre space in shopping mall, renting space in school/church, adding on banquet room in restaurant2. Downside to on-premise catering – if facility is large and close to downtown area it will be extremely expensive to launch3. Upside – great place to gain valuable experience or steady income as salaried employee4. Examples of On-premise: a. Restaurant – many have private area/space used for parties or can cater at their establishment on closed days; can also close doors to public (“private event”)b. Hotel banquet department – hotels/resorts DEPEND on this segment to achieve profitability; banquet net profits range from 15-40%i. Variety of banquet rooms available to clients so they can appeal to each type of eventii. Usually separate group of cooks/prep people headed by banquet chef; collaborate with event planning personnelc. Cruise ship – ability to receive additional products once at sea is issue for this segment of catering; wonderful banquet space on cruise linesd. Country club – most have banquet facilities; some allow members-only while others allow member-sponsored events; often have golf courses/sporting facilities that lure businesses to host company-wife meetings/conventions heree. Private club – located in urban areas; not practical option for start-up businessf. Catering hall – most obvious on-premise option; specialize in social events; most banquet halls capable of producing multiple events simultaneously (important because the hall normally does not have any other income-producing function)i. Downside is expenses are high for starting upii. Must be located in area with good visibility and accessibility (good location means higher rent)iii. Overall operating expenses will be high due to largesize of operationiv. To be profitable, hall must accommodate 500-1000 people at any timeg. Religious structures –might need a certain style of food depending on religion; great option for beginning catererii. Off-premise catering: this caterer has a production facility but holds events somewhere else; transports all required food, beverage, personnel, etc. to desired location chosen by client 1. Benefits:a. Requires less capital to establishb. Kitchen doesn’t need to be highly visiblec. Minimal parking needed2. Some have retail spaces like gourmet shops for additional income/special products to be sold3. Many restaurateurs do off-premise catering because they already have the production facility; can easily modify operation for off-site events 4. Biggest downside – transporting all food, equipment, personnela. Requires physical strength, coordination, organization, enduranceb. Forgetting the smallest item (ex: corkscrew) can ruin the entire production c. Weather causes challengesd. Operates at multiple price points – can risk not establishingtarget market/identity 5. Often operate outdoor spaces or private property with no restrictions6. Offer pick-up and drop-off catering usually (Ex: sandwich platters


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