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2017 Catering Calendar

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2017 Restaurant Takeout Delivery Catering Symposium

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The 2017 Restaurant Takeout, Delivery, Catering Symposium will focus on solving the big delivery and Off- Premise Strategies.

Attendees will experience interactive sessions, and dive deeply into the complexity of various delivery strategies, a topic that is more relevant than ever to today’s restaurant leaders. The symposium’s networking opportunities also allows for the rapid development of personal and professional relationships. This fosters and enables an environment of sharing ideas and actionable strategies that attendees can take back to their organizations. Agenda: 1.Opening Key Note: Building Scalable Off Premise Strategies for today---- and tomorrow
  • Current Market Conditions, definitions, trends and size
  • Projections for off-premise sales growth and impacts on foodservice operators
  • Using data and strategic frameworks to adjust your operating model
2. The Impact of 3rd party digital ordering channels on your Off-premise Operations.  
  • Where your orders come from and why it matters
  • What’s the economic impact of 3rd party digital ordering channels on your bottom line?
  • How to organize data coming from different order providers
  • What’s the difference between a takeout or catering order, and why it matters?
  • What IT infrastructure is needed to process off-premise orders?
This session will explore the impact of 3rd party digital ordering channels for off-premise, including the battle for online order market share between your own e-commerce solution and 3rd party digital channels.  Participants will learn and discuss important strategies around menu differentiation by channel, and gain valuable insights into available cloud-based technology solutions to leverage the explosive growth of ecommerce orders. 3.What’s the right Delivery Strategy for your Brand? Self-managed fleets or third-party partnerships? This session will explore the key strategic elements associated with designing a scalable, long-term delivery program for your brand.  Participants will learn the different strategies needed for delivery, takeout r and catering.  Participants can expect to walk away with a checklist of considerations for the right delivery program for your brand, and your customer. 4.The Art of Catering—Building a Professional Sales & Service Team This session will explore the key strategic elements associated with designing a scalable and sustained catering sales program for your brand, with specific corporate segments in mind.  Participants will learn new strategies for direct selling, and enhance their understanding of the roles and responsibilities of an off-premise sales team.  This session will further explore bonus and compensation packages for sales representatives and will focus on the importance of account acquisition, activating dormant accounts and the value proposition of corporate accounts. 5.The Future of Off-Premise - Deep Automation through Business Logic & Data Flow This session will look at the future of off-premise automation through the evolution and application of technology in foodservice operations.  Order systems will eventually communicate directly with foodservice equipment, self-driving delivery vehicles and perhaps even robots in the kitchen to aid in the execution of off-premise food service transactions. Who Should Attend:
  • Directors of Restaurant Catering
  • VP's of Restaurant Off Premise
  • Restaurant CEO's, CMO's, COO's, and CFO's
  • Restaurant Marketing Executives
  • Restaurant Operations Executives

To reserve your seat, click here.


Speakers and Panelists: stay tuned 

 

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45 Rockstar Marketing Tactics for Restaurant Caterers

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45 Rockstar Marketing Tactics for Restaurant Caterers

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6 Steps to Flawless Catering Orders

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8 Fun Marketing Ideas for Restaurant Catering Pros

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Be Wary of Online & Mobile Ordering Solutions when it Comes to Catering

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Bennigan's - Customer Testimonial

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Building Loyalty and Order Frequency with Rewards & Incentives

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Building Order Frequency through Rewards & Incentives

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Catering Call Centers: Answering The Need For Your Catering Business

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Catering Kid

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Catering Kid - Bad Attitudes

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Catering Kid - Engaging Your Employees

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Catering Kid - How to Succeed in Catering

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Catering Kid - Setting Goals

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Catering Kid - Uniting the World

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Catering Menu Optimization

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Catering Quality Assurance Checklist

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Catering Sales Management Workshop 2015

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Catering To Social Media

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Centralization Strategies

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Cold Calling Techniques Workshop

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Recommended for: Catering Sales Managers, Catering Coordinators, Director of Catering, Training Department, Franchisees, Executive Support Team  Reach out to Tracy to book a tailored Cold Calling Workshop for your company tracy@cateringinstitute.com Sept 13, 2017, Atlanta Georgia- Click here to reserve your seat. ($299 per attendee) In this full day, onsite, interactive session, attendees will be provided with a targeted, specific sales training course that will enable them to acquire new catering customers and build relationships that develop order frequency. Workshop attendees will learn about the need for cold calling and prospecting and the affect it has to their overall sales success, followed by understanding the fear factor surrounding cold calling and real techniques to overcome those fears.  Skills training to follow will focus on the techniques to master cold calling as a sales driving activity that generates and qualifies leads, determines decision makers, solidifies meetings and closes sales. Attendees will experience interactive classroom learning as well as group breakout sessions. At the end of the session, candidates will feel knowledgeable, prepared and empowered to effectively use cold calling as a sales driving technique. Training will focus on the following concepts:
  • Prospecting
  • The Fear Factor / Sales Call Reluctance
  • How to Change Your Thinking
  • Creating Compelling Reasons to Engage
  • Pre-Call Planning
  • Diversionary Tactics
  • Developing Your Prospecting System
  • How to Overcome Objections
  • Create Highly Effective Voicemails
  • Addressing the Gatekeeper
  • A Day in the Life of a CSM
Included:
  • Lesson Quiz, Catering Institute Certification, and Industry Recognition
Testimonials: “Let’s face it.  No one is perfect.  We should always be in a constant state of awareness for improvement.  No matter how good your tactics may be in generating catering sales, you need to take this course.   Why?  Because you’ll definitely learn something new.   Something you hadn’t thought of before, a new angle, a good-habit forming practice…something.  Knowledge is Power.  Why rob yourself of improvement/power?  You want more money, don’t you?”- Ken Rojas, Corporate Regional Catering Sales Manager,  Schlotzsky's    

Culture Trumps Strategy - What I learned at Ben & Jerry's

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Deal or No Deal

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Delivering World Class Catering Presentations

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Delivery Driver Performance Workshop

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This Restaurant Delivery Driver Performance Workshop is recommended for: Restaurant Delivery Drivers, Operators, Catering Coordinators, Regional Managers, Director of Catering, Training Department, Franchisees, Executive Support Team  ($199 per attendee, minimum 10 people) During this half day, onsite Restaurant Delivery Driver training course we will discuss the various roles and responsibilities that must be considered to create a dynamic catering team for your catering business. In many cases, the delivery driver is one of two touch points our guests have with our brand, and is an instrumental component in the overall catering program success.  The success of the catering order rests solely with that driver once he/she leaves the restaurant. The idea of having a formal driver program where the drivers only deliver catering orders can seem unnecessary. Our focus in this course is to make sure your drivers stand out from the competition by offering an elevated service level, and are equipped with some proactive emergency methods, have the tools needed to deliver an extraordinary experience to the catering customer and make sure the catering program grows and prospers. Attendees will experience interactive classroom learning as well as group breakout sessions. At the end of the session, delivery drivers will feel knowledgeable and prepared to deliver catering at a high level.   Training will focus on the following concepts:
  • Understanding the size of the prize; why catering is so important to the brand.
  • Catering ordering influencers – delivery driven.  The expectations and needs of catering customers are very specific and different from that of our retail guest.  Understand what matters to the buyer and how delivery can affect results.
  • Catering Support Team Roles. Understand who the players are and the roles they play in the catering program; highlighting the key points of importance of the delivery driver role.
  • Delivery Driver Role, Responsibilities and Skill Set
  • Delivery Driver Daily Routine
  • Canvassing / Lead Generation
  • 6 Steps to Flawless Execution; where the delivery driver plays a part
Driver Execution Tools.  Learn business processes and tools that will help drivers and locations follow a systematic process to ensure success.
  • Quality Assurance Checklist
  • 911 Kit
  • Set-Up Schematic
  • Emergency Procedures
  • Complaint Resolution
  • Vehicle Safety Management.  (Ensure safety at all times for the brand, the driver and the customer using best practices system-wide.)
Included:
  • Lesson Quiz, Catering Institute Certification, and Industry Recognition
  • Driver Training Manual
       

Driving Catering Sales with Email

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Five Best Practices to Successful POS Integration

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Five Points of Competitive Differentiation

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Five Ways to Grow Your Off-Premise Catering Sales

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Five Ways to Market Your Holiday Restaurant Catering Sales

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Flawless Execution Workshop

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Recommended for: Operators, Catering Coordinators, Regional Managers, Director of Catering, Training Department, Franchisees, Executive Support Team  ($199 per attendee, minimum 10 people) In this half day, onsite, interactive Flawless Execution workshop we will provide the attendees with a clear understanding of the importance Operations plays in the overall Catering program success.  Flawless execution practices will enable the brand to acquire new catering customers and build relationships that develop order frequency. Skills training will focus on techniques that create lifelong customer relationships to better ensure repeat orders and customer brand loyalty.     Attendees will experience interactive classroom learning as well as group breakout sessions. At the end of the session, operators will feel knowledgeable and prepared to execute catering at a high level.   Training will focus on the following concepts:redrobin
  • Understanding the size of the prize; why catering is so important to each restaurant operator.
  • How catering customers differ from our retail guest.
  • Catering ordering influencers – operations driven.  The events, expectations and needs of catering customers are very specific and different from that of our retail guest.  Understand what matters to the buyer and how you can affect results.
  • Catering Support Team Roles.  Catering is a team effort and requires the support of multiple departments and positions.  Understand who the players are and the role they play in the catering program.
  • Overall Operator Catering Focus.  Operators are responsible for multiple facets of the catering program – execution, packaging, staff training, communication & recognition, driver management and 4-wall selling.
  • Flawless Execution.  Step by step execution procedures to help ensure flawless execution, which leads to customer retention, new customer acquisition, referrals, frequency and loyalty.
Included:
  • Lesson Quiz, Catering Institute Certification, and Industry Recognition

Four Simple Steps to World-Class Delivery

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Further Defining the Service Script

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Growing Restaurant Catering Sales in a Franchise Ecosystem

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Holiday Marketing Strategy

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How To Grow a Successful Catering Program

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How to Increase Restaurant Catering Order Volume and Frequency

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How To Market Your Holiday Catering Program

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How To Triple Your Catering Orders Overnight

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Is Your Catering Experience Scalable and Predictable?

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It's Time! Is Your Catering Holiday Marketing Plan Cemented?

Webinar

Kitchen Efficiency To Help Build Catering Sales

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Managing Restaurant Catering Sales Visibility

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Managing The Size of Catering Orders

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Master Class for Catering Sales Management

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($299 per attendee minimum 10 attendees)

The Master Class for Catering Sales Management training is a one day onsite, interactive training session.  This course offers comprehensive sales management education aimed at improving sales performance for catering leaders and their teams.  This workshop will provide expert sales training techniques to enable CSM’s to acquire new catering customers, build relationships and  better insure repeat orders and customer loyalty.  In addition, Catering Leadership, Operational Execution, Centralization and world class Delivery behaviors will be discussed.  csm-masterclass-photo

Attendees will experience interactive classroom learning as well as group breakout sessions to practice the learning provided.

At the end of the session, candidates will feel knowledgeable and prepared to go after high order volume customers with a focused sales strategy.

Training will focus on the following concepts:

    • Catering Industry Data and Insights
    • Catering Business Development Roles and Responsibilities
    • Canvassing and Lead Generation
    • Effective Cold Calling Techniques
    • Consultative Sales Training
    • Catering Buyers and their Identified Needs
    • Buyer Types and Sales Segments
    • Best Practice Business Tools & Resources
    • Time Management Recommendations

Included:

  • Lesson Quiz, Catering Institute Certification, and Industry Recognition
  • Study Guide

Testimonials:

"The Catering Institute puts on quite a show! They provide really great information for building your catering sales whether you’re a seasoned veteran or just starting out in the catering arena. While informative, they also make the class fun, encouraging participation & some hands on learning. No matter how long you’ve been at it, when getting a group of professionals in a room together to share tips, tricks, & best practices, you will always take away AT LEAST one little nugget of inspiration. The Catering Institute enables that very important interaction while giving you the tools to be successful at your endeavour  I would recommend their services to anyone trying to grow the catering segment of their business". - Misty Malnassy, National Catering Manager at Schlotzsky's

“I came away from the workshop energized and equipped to take on the catering world!  All restaurant brands should make it high priority to send their catering teams.  The team at the Catering Institute’s passion coupled with catering knowledge and years of experience is like no other I have seen in a catering sales workshop or seminar”. - Jennifer Haas,  McAlisters

“The Master Class for Catering Sales Management in Dallas was a great event for my catering sales team to attend! Everyone came away from the training with new ideas and reminders of techniques that we need to revisit more often. I highly recommended it for any brand that is building their catering business. Whether your team is new to restaurant catering sales and need basic sales techniques or have been in the business for years, this event will give you with new insights to take with you and make part of your plan." -Jackie M. Kurkjian, National Director of Catering & Backline Sales, Potbelly

Multi-Unit Catering Perspective - Erle Dardick

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On-Site Catering Assessment

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For Pricing- enquire with Tracy Avolio tracy@cateringinstitute.com Catering Institute™ faculty members will work closely with your brand team leaders to document your current catering program and benchmark it against the 5 Pillars of Successful Restaurant Catering. Through active onsite engagement, we will prepare recommendations and identify gaps using the business framework of the 5 Pillars of Successful Restaurant Catering.  The ultimate goal is to identify opportunities and best practices to help establish catering as an accelerated growth platform targeting robust growth of total system catering sales as the objective. Our faculty members have been certified in a catering leadership model through The Catering Institute™ and will apply our 5 Pillars of Successful Restaurant Catering framework and methodology to evaluate the restaurant catering program, as well as provide up-to-date restaurant catering market analysis. We will focus on Leadership. Sales and Marketing, Centralized Services, Operations and Delivery.  In addition, we will consider the interplay between Takeout and Catering that will become an integral perspective to help your brand with clear program definition. Goals:
  1. To document a very clear and comprehensive idea of the current catering order and sales processes and systems through on-site examination of catering leadership, operations, sales and marketing, centralization and delivery programming.
  2. To formulate recommendations on developing the current catering program into an accelerated growth platform for the company. These strategic recommendations will center on building brand loyalty outside the four walls as it relates to both social catering and the business-to-business sales channel.
On-Site Catering Assessment:   
  • Engaged Needs Analysis - Meet with the team and discuss current IT, leadership, marketing, operations, delivery and catering sales to understand leadership alignment and full scope of identified catering program needs and current assessments regarding strengths, weaknesses, opportunities and threats.
  • Evaluate current Catering Sales, Marketing programs and review customer acquisition and retention/relationship activity.
  • Assess and evaluate current technology supporting today’s business.
  • Visit key company locations to evaluate and assess company order execution, facilities and production capabilities.
  • Explore order processing and evaluate ease of ordering against key competitors.
  • Evaluate facility constraints and current program talent capabilities.
  • Review current packaging, focusing on brand presence, cost efficiency, and usability.
  • Analyze current catering menu.
  • Analyze in-store catering collateral and presence.
  • Shadow catering delivery execution.
  • Assess current CRM platform and evaluate capabilities.
  • Study current sales and sales support.
  • Examine Catering Orders and Execution from consumer perspective.
  • Examine Catering Orders and Execution from operations perspective.
Supporting Supplemental Off-site Analysis and Research:
  • Catering Decision Maker Key Influencers Outlined
Project Deliverables: Catering On-Site Assessment Report with Catering Business Case Rationale and Program Development Roadmap
  • Make leadership, delivery, operational, sales and marketing and centralized programming recommendations based on current catering consumer behavior insights and analyst research.
  • Make Software Recommendation that facilitates full spectrum of solutions.
  • Recommend Organizational Structure.
  • Engineer current capabilities for increased sales and profitability.
  • Develop Catering Roadmap to Success designed to establish catering as an accelerated growth platform for the brand.
  • Present findings in executive summary detailing rationale with fact-based findings.
  • Include and address catering budget in recommendations and business case.
Testimonials: We completed the onsite assessment with Tracy and Deb this past fall. The insight gained is invaluable. Catering is truly another segment of your business and while our corporate staff has decades of restaurant experience, we were amazed and impressed by how much we learned.  We had several "ah ha" moments and realized that while creating and growing the catering side of Rotolo's was a large undertaking the road map Tracy provided made it manageable and laid out clear obtainable growth goals. -Christina M. Bourg, VP Marketing & Brand Development, Rotolo’s Pizzeria

Professional Catering Sales Training: Effective Cold Calling

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Restaurant Catering Director Mentorship Program

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For price quotes on Restaurant Catering Director Mentorship please enquire with Tracy Avolio tracy@cateringinstitute.com The Catering Institute™ developed the Catering Director Mentorship program to help train, develop and certify program leaders and position them for success in their role of leading, managing, directing and expanding the off-premise sales and catering channel.  The end in mind – a company off-premise leader who is the resident expert in profitably feeding your customers where they live, work and play. The primary responsibilities of a Catering Program Leader are to:
  • Set the company vision for the off-premise revenue channel
  • Maintain strategic alignment among executives and cross-functional departments
  • Set and monitor catering business plans, roadmap and budget
  • Set Sales Direction, Facilitate Asset Allocation, and Assure Execution
  • Exploit and maximize efficiency, productivity, and sales within the developed structure of the off-premise and catering program
The Mentorship program equips program leaders with the insight, knowledge and experience of our own industry catering leaders and affiliates.  Our Mentors have hands-on experience growing and managing successful catering business units in a multi-restaurant franchised and company owned environment. The program is especially significant and important when searching for an individual within the organization who has proven drive and ambition and additionally is:
  • Aligned culturally with the concept and organization
  • Has a demonstrated record of accomplishment
  • In franchise environments, familiar with and preferably experienced with franchise operations and management
  • Financially sound or sponsored/connected with finance department support
The Mentorship Program consist of a one (1) day initial onsite meeting and eight (8), one hour mentor phone sessions designed around the Catering Director's specific needs. The initial mentorship Session curriculum will cover the following topics:
  • Where is your catering program today?
  • Five Pillars of Successful Restaurant Catering Overview
  • Interpret OSA into Catering Program Roadmap  - 90 days, 6 months, 1 year - Identify timeline and action steps- Identify budget requisites
  • Organizational Reporting & Communication - Defining responsibilities across the organization - Promoting visibility
  • Sales Planning and Sales Direction at the Director Level - Franchise sales support model - Sales Team accountability - Compensation and incentives
  • Leveraging full use of MonkeyMedia Software to drive sales while bringing visibility to both sales and operational accountabilities.
  • Key Sphere of Influence - Discussion on leveraging, aligning and protecting Catering from competing priorities - Active utilization of the roadmap to galvanize alignment / enlist departmental support
  • Catering Consumer Behaviors and Insights - Key factors influencing order placement - Key ways to influence order frequency - Hot Target List review
  • The Psychology of Sales Call Reluctance - Assessing sales talent - Developing sales skills
  • Summary - Applying existing resources to the most obvious opportunities - Attacking low hanging fruit
  • Homework, Commitments, Schedule Follow-Up Sessions - Calls with subject matter pre-preparation by student
Subsequent mentor session topics build off of the initial Session and are typically determined by the Catering Director Personal Development needs and the Organization’s most immediate specific needs as determined in the initial Session.  The Sessions are comprised around, but not limited to the following menu of topics and include student review of essays and materials prior to the one-hour session and discussion.
  • P&L - Discuss explicit costs of the catering program and labor allocation, theoretical food costs, catering sales manager wages, administration (G&A), driver wages, delivery charges, call center costs, travel costs, etc.
  • Centralization of Services  - Value vs. Investment and Internal vs. External, Key metrics, continuous improvement
  • Leveraging Existing Assets - The economics of catering
  • Hot Target List - Where is the Business and How do you Get It?
  • Leading and Promoting Sales Activity Visibility Within the Organization
  • Executive Alignment  - Leading the Organization with Clear Road Maps and Three Year Strategy Plan Development
  • Franchisee Buy-in to Centralized Catering Support - Steps towards successfully enrolling the Franchisee Community and Options for Program Cost Distribution
  • Sales Force Organization and Compensation - Discussion of Different Models and Structures Designed to Incent New Customer Acquisitions and Relationship Building
  • Customer Relations Management System - Requisites for Efficient and Productive Sales Management
  • Catering Marketing 101: A primer on leveraging and aligning Marketing leadership - Bringing the Brand to Catering and Bringing Catering to the Brand while expanding relationships and driving frequency in the digital marketing arena
  • Building the Business Case: Gathering the Internal and External Facts
  • Further Defining the Service Script - leveraging all guest touch points
  • Catering Menu Optimization - Improving Sales and Profitability through development and presentation of the menu
  • Critical Accelerated Growth Key Enablers - Sales Teams and Flawless Execution
The goal of the Catering Director Mentorship Program is for The Catering Institute™ to support and develop Catering Directors by offering one-on-one development time with mentors that have hands-on experience within the Catering Director role and can share leadership best practices that contributed to their program's success.  The experiences shared by the mentor will help shape and implement the strategy needed in order to become experts within the off-premise channel.  The end result will be that our partners will have the knowledge, plan, roadmap, expertise and confidence to be a stellar off-Premise and Catering Sales and Process Program Leader.  It is our mission that our customers increase their profits by becoming experts at feeding their customers where they live, work and play and this program develops the leadership required to enable and continue accelerated sales growth. Included:
  • One (1) day initial onsite meeting
  • Eight (8) one hour mentor phone sessions or onsite sessions as required
tim_kimmel_catering_director_mentorship_certificate_photo Testimonial: I found the mentoring sessions to be very helpful.  It was a great sounding boarding to process information and develop a business plan.  That will lead our organization to improved results in a much shorter time frame. Erle and Tracy challenged me in very positive way, to look at information from a different view point."   Tim Kimmel, Fazolis System Management Director of Off-Premise Business Development

Restaurant Catering Expansion Webinar Series

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For price quotes on catering webinars please enquire with Tracy Avolio tracy@cateringinstitute.com This program includes 6 (six), one hour webinar based training sessions, hosted by the Catering Institute and your brand to offer support to the field, Operators, Catering Sales Managers, Catering Coordinators, Delivery Drivers, and executives.   As any brand rolls out and on-boards new restaurants into their Catering Program, ongoing support, catering webinars, training, insight and guidance are imperative to maintain momentum, program growth and sales success.    The Catering Institute™ recommends ongoing collaboration, while reinforcing the brand business framework and the 5 Pillars of Successful Restaurant Catering.   Topics for the catering webinars will be pre-determined by the Catering Institute and your brand and will be based on timely and priority driven topics as needed by the field.   Examples may include, but are not limited to:
  • Catering program alignment
  • Catering Store Certification
  • Sales Development: (Canvassing & Lead Generation, 4 – Wall Selling, Cold Calling, Holiday sales tactics)
  • Operations – Execution Excellence
  • Delivery Standards
Testimonials: “I have found the monthly webinar series to bring both value to our Company and Franchise Locations.  The number of attendees continue to grow, with many company Area Supervisors having it be part of their monthly meeting.  Tracy comes to the call with knowledge of catering sales, but also real life experience in growing catering sales as an operator.   Our audience on this call includes support staff, GM's,  Franchise Owners/Operators,  Catering Captains, and above restaurant  level leaders.  Tracy has been able to set the course to the time of year.  November call was based on 'Holiday Catering Sales'.   Tracy challenges everyone to take something away from the call, that they can use to make an impact. Fazoli's plans on continuing this series.  The impact of a recognized expert in catering sales bring credibility to our call.   Each month, I receive positive comments and notes about the impact of this training.  November catering sales are up double digits.  To continue this growth, Fazoli's needs to continue to coach and train our team on catering sales and promoting Fazoli's services”.- Tim Kimmel, Fazoli's

Restaurant Catering Hot Target Workshop

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This Workshops is Recommended for: Catering Sales Managers, Catering Coordinators, Regional Managers, Director of Catering, Franchisees, Executive Support Team  ($165 per attendee)  In this two (2) hour in-person or online Hot Target training session, a targeted specific sales training course  will enable attendees to acquire new catering customers and build relationships that develop order frequency.             This course will provide attendees the top revenue generating markets to target, the top companies within each market, how to find those closest to them, their specific catering event needs, when and who to call,  and suggestions for catering opportunities they can recommend when promoting their brand. In this restaurant catering workshop, attendees will begin the sessions learning the importance of lead generation, and how to acquire and qualify each lead for subsequent action.  Further learning will focus on how to target organizations that have catering needs.  The Catering Hot Target workshop provides students with the types of organizations to reach out to, how to find those closest to them and suggestions for catering opportunities they can recommend when promoting their brand.  The session will commence with an outline for the sales meeting once qualified leads have been generated; how to get the meeting, strategic sales approach and closing.   Targeted segments include:
  • Accounting Firms
  • Airlines
  • Attorneys
  • Auto Dealerships
  • Banking
  • Builders
  • Contractors
  • Chamber Of Commerce
  • Consulting
  • Corporate
  • Distribution
  • Education
  • Engineering Firms
  • Entertainment
  • Financial
  • Government
  • Health Care
  • Hospitals
  • Hospitality
  • Manufacturing
  • Non Profit
  • Personal/Private Party
  • Religious Organizations
  • Retail
  • Tourism
Included:moes-htw-2014
  • Catering Hot Target List Booklet
  • Catering Institute Catering Calendar
Testimonials: “In our survey, 90% said that the Hot Target List Workshop was their favorite part of the 2014 Moe’s Catering Sales Manager Meeting. I personally liked how you drew out best practices from the group.”- Jamie Schlef -Director of Catering at Moe's Southwest Grill “The Catering Hot Target Workshop was great because it helped me focus on specific organizations and better understand their needs and how and when to talk to them about my catering services.”- Barbara Blackwell -Director of Off-Premise Sales at Bruegger's

Setting Catering Sales & Marketing Priorities

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Speaking Engagements - Erle Dardick

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Ten Ways To Build Your Restaurant Catering Program

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The 5 Steps to Implementing A Catering Bonus Program

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The Five Pillars of Successful Restaurant Catering

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The Key to Restaurant Catering Sales Production

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The Six Steps To Flawless Execution

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Time Management – The Key To Restaurant Catering Sales Production

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Top Ten Paid Social Media Advertising Hacks to Drive Off-Premise Sales

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Vendor Certification Program

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For price quote on vendor certification please enquire with Tracy Avolio tracy@cateringinstitute.com As Restaurant Catering and Off-Premise Programs are relatively new business models, many industry experts are having difficulty understanding what the new needs of their existing customers or prospects are. The Vendor Certification program helps industry affiliates understand the catering business and how they can best demonstrate their expertise to help prospects feed their customers where they live, work and play. The Catering Institute™ developed the Vendor Certification Program to address the roles and responsibilities of catering touch points as well as teaching the core concepts of the 5 Pillars of Successful Restaurant Catering that will make the catering business unit a well-oiled machine. This one-day Onsite Workshop is for members of "Vendor" staff exclusively. For any restaurant operator looking to layer a catering program on top of their existing business, they must first make room for organizational growth by understanding how an increase in catering sales will impact the big picture of the company. The decision to be in the catering business must be deliberate and controlled. This demands the implementation of a sound business strategy for mixing catering into the current and future manufacturing, delivery, sales, accounting, IT and marketing components of their existing restaurant operations. The way we see it, there are five pillars required to grow and leverage any successful restaurant catering operation, whether you have one location or thousands of locations across the nation, or even the world. Leadership / Centralized Services / Sales and Marketing / Operations / Delivery; Leadership As the first key requirement, catering business leadership is crucial to scaling and sustaining a healthy catering revenue channel. Once the business leader understands the logic behind catering as its own business, they then need to sell the vision internally and externally within the four walls of their brand. It’s a top-down thing. As in any business, there needs to be a key person driving the passion and vision of the services being offered to the consumer. Ultimately, this catering leader must receive support from the overall company management team, and all stakeholders need to be engaged and aligned with catering as part of the overall strategic plan for the company. Catering is a serious business! Centralized Services The second element required is a cultural shift in the company’s DNA to service the off-premise catering channel properly. Because of the complexity that this new revenue channel will bring to your organization, centralized services such as sales, marketing, order entry, accounting and IT need to be in place. By having central points of contact and control on these elements, a restaurant operator will reduce the transactional pressure at the restaurant level. Centralizing these tasks will relieve the transaction pressure faced by your individual restaurants so that they can focus on better order execution from prep, cooking, assembly and distribution. Think of these centralized services as the bridge between your catering business, your restaurants and your customers. When you add catering to the mix of sales, you can imagine that your off-premise business is like an airport. Baggage handling, different gates, passengers, takeoffs, landings all happening at the same time. Imagine what that would look like without air traffic control. Your centralized services for all things off-premise will up your game! Sales & Marketing Once you have committed to leadership and centralized services, you can now consider scaling your sales plan and your marketing plan. Allow me to point out here that these are two different plans, although they complement each other and work closely in sync. Sales people to execute sales plans. Hard numbers. Knocking on doors. Telephone calls. Onsite meetings. Presentations. Marketing plans position products and services. Your sales team will use your marketing assets to sell. Think about product variations, packaging and how you use your four walls to market this new business. Once you have the four walls considered, move on to the outside walls. Then think of the marketing plan for the next four blocks, and four miles. The plan needs to focus on the buyer segments for the off-premise service channel and occasion based feeding opportunities. Operations With your leadership team, centralized services and sales and marketing plans in place, let’s discuss how to fit the catering manufacturing and distribution into the overall operations of your restaurant. Active training of all your restaurant and catering employees plays a large role in your catering and off-premise business success. People are still the most important asset you have when looking to grow this revenue channel. The language you use in your company to differentiate services both inside and out will become very important as you scale these services. Your menus need to be considered, costs looked at, manufacturing lines studied and the entire sale to cash cycle is completely different than your in-restaurant business that you currently excel at. Expect the off-premise strategy to change the unit economics of your restaurant in a good way. So, get ready. Delivery We always suggest that delivery/distribution is the last key element, and many of the decisions made here will depend on your menu. Delivery adds a dynamic into the daily transaction cycle that increases stress, complexity and speed of service. Delivery of your product to catering customers will make or break your catering program. Invest in safe and reliable vehicles. Invest in showcasing your brand on those vehicles and purchase catering-specific equipment where you need to. Furthermore, for professional deliveries you have to consider packaging, hold times, signage, extra supplies and of course, driver recruiting. You only have two points of contact with the off-premise catering transaction: one at the point of order entry and one at the point of delivery. Don’t cut corners on either! The following Catering education topics will be covered: The Catering Institute and MonkeyMedia Software – who we are and what we do Catering Insights and Data The 5 Pillars of Successful Restaurant Catering
  1. Catering Leadership
  2. Sales & Marketing
  3. Operations
  4. Centralized Services
  5. Delivery
Certified Partner Program
  1. How partners fit into our ecosystem
  2. Framework of engagement
  3. How to support our customers
Included:
  • “The Catering InstituteTM  Vendor Certification certificate. (Once certified, the "Vendor"s team will have the ability to “certify” additional internal teams and individuals that support catering programs)
  • "Vendor" staff will have access to a member of The Catering Institute Team for ongoing follow-up, questions, and inquiries
  • "Vendor" will have the right to utilize the “The Catering InstituteTM Certified” trademark within its external marketing materials.
Testimonials:
vt-photo
The Catering Institute has been an excellent partner for Voice Teleservices and the services we provide for our catering clients.  Tracy and her team have played an instrumental role i n training our key personnel on the best practices for building a catering business and serving as a centralized catering call center.  Their training has helped our call center Advisors understand the business needs and performance objectives of restaurant operators who are building their catering business. The Catering Institute has been a key source for us for finding new call center clients in the catering space. When it comes to guiding their clients on developing, deploying, and managing a catering strategy, The Catering Institute knows what they are doing!  We see this in the ever growing order volume that we  handle for Catering Institute customers. - David Sawicki, CEO at Voice Teleservices

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Hot Target Workshop PepsiCo Advantage Pricing

Download, Essay, Video, Webinar

May 14, 2015

The Hot Target Workshop is a targeted, sales specific training course designed to provide attendees with the skills to acquire new catering customers and build relationships to improve order frequency. Attendees will learn the importance of lead generation, how to acquire and qualify each lead for subsequent action, and how to target organizations, that have catering needs, when they need it. This workshop will demonstrate the types of organizations to reach out to, how to find potential sales closest to you, and the event opportunities to discuss when promoting a brand’s catering offers.

Course Details:

  • Where: The Catering Institute™ Online Classroom
  • When: Thursday, May 14, 12 pm PT (3 pm ET)
  • Duration: 120 minutes
  • Cost: $127
Register today and get the education you need to take your catering sales to the next level! To register for this online course, please click on “Buy Now” below. After submitting your registration, you will receive a confirmation email with workshop login details. If you do not receive this email within 2 business days of registering, please contact us. If you have any questions, please call 1-877-666-6539 or email learning@monkeymediasoftware.com. WE CANNOT TAKE AMEX ONLINE. FOR AMEX ORDERS, PLEASE EMAIL US.

Hot Target Workshop PepsiCo Employee Pricing

Download, Essay, Video, Webinar

May 14, 2015

The Hot Target Workshop is a targeted, sales specific training course designed to provide attendees with the skills to acquire new catering customers and build relationships to improve order frequency. By attending, you'll learn the importance of lead generation, how to acquire and qualify each lead for subsequent action, and how to target organizations, that have catering needs, when they need them. This workshop will demonstrate the types of organizations to reach out to, how to find potential sales closest to you, and the event opportunities to discuss when promoting a brand’s catering offers.

Course Details:

  • Where: The Catering Institute™ Online Classroom
  • When: Thursday, May 14, 12 pm PT (3 pm ET)
  • Duration: 120 minutes
  • Cost: $59
Register today and get the education you need to take your catering sales to the next level!

To register for this online course, please click on “Buy Now” below. After submitting your registration, you will receive a confirmation email with workshop login details. If you do not receive this email within 2 business days of registering, please contact us.

If you have any questions, please call 1-877-666-6539 or email learning@monkeymediasoftware.com.

WE CANNOT TAKE AMEX ONLINE. FOR AMEX ORDERS, PLEASE EMAIL US.

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