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Weinberg - The everything guide to starting and running a catering business : insider advice on turning your talent into a lucrative career

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Weinberg The everything guide to starting and running a catering business : insider advice on turning your talent into a lucrative career
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THE EVERYTHING GUIDE TO STARTING AND RUNNING A CATERING BUSINESS Joyce - photo 1

THE EVERYTHING GUIDE TO STARTING AND RUNNING A CATERING BUSINESS
Joyce Weinberg

Dear Reader,

You picked up this book, in all likelihood, because you love cooking for other s, and you dream about having your own business, perhaps leaving your current job. Everyone tells you that you should start your own catering business, but you're not quite sure what's involved and how you can make a living.

If this sounds about right, do yourself a favor and read on. This comprehensive guide for the beginning caterer who wants to gain a foothold and the established caterer who wants to grow, will let you know what's involved in starting and running a catering business. This book will tell you what skills you need, how to start a business, the biggest challenges you'll face, and new trends in catering.

One of the unique aspect s of this book is that it not only contains practical information about catering, but also critical tips on how to position, sell, and market yourself, so that you actually find and retain paying clients. This book will take you step by step through the entire process of living your catering dream.

This guide is the first valuable tool you'll need to become a catering entrepreneur. It lists many important resources and includes the actual experiences of successful caterers, and it will help you create a unique, viable business.

The Series Editorial Innovation Director Paula Munier Editorial - photo 2

The Series Editorial Innovation Director Paula Munier Editorial - photo 3 Series

Editorial

Innovation Director

Paula Munier

Editorial Director

Laura M. Daly

Executive Editor, Series Books

Brielle K. Matson

Associate Copy Chief

Sheila Zwiebel

Acquisitions Editor

Lisa Laing

Associate Development Editor

Elizabeth Kassab

Production Editor

Casey Ebert

Production

Director of Manufacturing

Susan Beale

Production Project Manager

Michelle Roy Kelly

Prepress

Matt LeBlanc Erick DaCosta

Interior Layout

Heather Barrett Brewster Brownville Colleen Cunningham Jennifer Oliveira

Cover Design

Erin Alexander Stephanie Chrusz Frank Rivera

Visit the entire Everything Series at www.everything.com

Insider advice on turning your talent into a lucrative career

Joyce Weinberg

The everything guide to starting and running a catering business insider advice on turning your talent into a lucrative career - image 4

Avon, Massachusetts

Copyright 2007, F+W Publications, Inc.

All rights reserved. This book, or parts thereof, may not be reproduced in any form without permission from the publisher; exceptions are made for brief excerpts used in published reviews.

An Everything Series Book.

Everything and everything.com are registered trademarks of F+W Publications, Inc.

Published by Adams Media, an F+W Publications Company 57 Littlefield Street, Avon, MA 02322 U.S.A.

www.adamsmedia.com

ISBN 10: 1-59869-384-0

ISBN 13: 978-1-59869-384-3

Printed in Canada.

J I H G F E D C B A

Library of Congress Cataloging-in-Publication Data

Weinberg, Joyce.

Everything guide to starting and running a catering business / Joyce Weinberg.

p. cm.

ISBN-13: 978-1-59869-384-3 (pbk.)

ISBN-10: 1-59869-384-0 (pbk.)

1. Caterers and catering. I. Title.

TX921.W44 2007

642.4 dc22

2007015885

This publication is designed to provide accurate and authoritative information with regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional advice. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

From a Declaration of Principles jointly adopted by a Committee of the American Bar Association and a Committee of Publishers and Associations

Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book and Adams Media was aware of a trademark claim, the designations have been printed with initial capital letters.

This book is available at quantity discounts for bulk purchases.

For information, please call 1-800-289-0963.

To my parents, my family, my son, Jonah, my friends and colleagues, and to all the dedicated, hardworking caterers who work to make their clients' events so special.

Contents
Acknowledgments

Caterers are very busy people, and I want to thank those who took the time to help me with this book. Special thanks to trade magazine publisher Gary Abeyta, caterer Jim Davis, food writer Deanne Moscowitz, and publicist Shelley Clark of Lou Hammond Associates. Bill Hansen was a tremendous help. Thanks also to Stephan Baroni of Hudson Yards Catering, Liz Neumark and Jo Herde of Great Performances, and Jeffrey Stillwell and Kimberly Sundt at Abigail Kirsch.

Thanks to Andrea Bass, Eric Gelb, and Robert Weinberg for reviewing some chapters.

Thanks to Joyce at NACE and Candy Wallace at AAPPC. Lancaster, Penn., caterer Sally Kramer helped me get started, and New York chef Janelle Palm helped keep me going with her encouragement. Thanks to Patsy Mohan for watching Jonah while I wrote the book. I'm grateful to my literary agent, Barb Doyen, for bringing me this opportunity and to my editor at Adams Media, Lisa Laing.

Top Ten Things You Need to Know about the Catering Business
  1. Like all food businesses, catering is a business of pennies, so careful cost tracking and controls are needed to run a profitable business.

  2. Catering requires a wide variety of skills in addition to excellent cooking; it involves everything from organization and logistics to finance and customer service.

  3. To be a successful caterer, you need to love marketing and selling yourself and your services.

  4. The catering business, if run efficiently, is generally more profitable than most restaurants, but less profitable than the nightclub business.

  5. The biggest challenge in the catering business is finding and retaining enough good people to help you cook and serve.

  6. There's always enough room in the industry for another creative and well-run business that serves delicious food.

  7. Customers are looking to caterers to create an entertaining, restaurant-quality experience. Caterers do more than just cook and serve food: They create a whole environment, bringing their customers' dreams to life.

  8. A catering business can be started with relatively little capital.

  9. Running your own catering business will allow you to be as creative as you like.

  10. Catering requires a tremendous amount of physical work, from transporting heavy items to standing on your feet cooking and serving for hours.

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