Suite Exchange Sponsored by ResNexus

To Have a Successful Event in the Restaurant Business: Be Prepared


To Have a Successful Event in the Restaurant Business: Be Prepared


By Alex Munford
 Alex Munford's experience includes being a General Manager of a prestigious catering outlet and other frontline roles such as a Cafe Supervisor, Bar Manager, Retail Manager and Restaurant Manager. After 7 promotions in 7 years Alex has turned his attention to helping others to achieve their own success in the industry. 
Sometimes in your career, there will be occasions where the pressure is truly on. This might be due to an event, a particular VIP's visit or perhaps an audit, but there will be those times when you feel as though your obsessive attention to detail just isn't enough.

I had one of these experiences about a month ago. To add some context, I am fortunate enough to be the GM on one of the most prestigious catering contracts on the planet, and on this occasion, the client's global COO was bringing his team to my site. A whole host of VIPs to serve his! This is a man characterized by his own obsessive attention to detail, a man who has previously entered brand new buildings and suggested the best thing that could happen was for it to burn down and start again. No prisoners would be taken.

Needless to say, the pressure was on.

Two weeks before the big day we began to receive word of the group's requirements and created the menu and offer to suit. At this point, I only had one chef in my kitchen - one incredibly talented chef that is - and the brief we received was a sit-down meal for 300 executives. Not quite fine dining but still a step above the norm with a focus on local and fresh.

Needless to say, it was a pretty lofty request for such a small team.

Nevertheless, we set about our work with quiet efficiency, continuing all of our usual business activities whilst trying to balance our attention on what could possibly be our impending doom. I had attempted to explain to my team how senior our visitors are in their world, but they didn't really care. My team wasn't interested in hearing who they were, or their previous experience or if this visit went south we'd all be in for the chop. Regardless of their salaries, these visitors would be treated in the exact same manner and with the same courtesy as any other guest or customer they had the pleasure of serving.

As brilliant as my team is, there simply wasn't enough of us to manage this kind of event with any real confidence, so we arranged for some extra helping hands from other sites across the wider business. Usually, we would work on the premise of around 20 guests for each front of house staff member. Any more guests per person and we are often spread a little thin but any less and the team have periods where they aren't doing a whole lot. So I find 20 workers to be a good ratio on most occasions.

Now, the event itself was a bit of a challenge due to the pandemic, we hadn't hosted an event for anybody for 18 months. I was concerned we would be a little rusty and perhaps not as prepared on the day as we should be. This was made all the more difficult as every day for 10 days the brief changed, the requirements changed and the numbers changed.

Placing orders under ever-changing numbers and requirements is, quite frankly, a massive headache. We were either going to run out of food or have enough to feed the city. The most difficult part, though, was we had no direct contact with the client. Because of the nature of the business and the seniority of our guests, we had to go through 6 other people in order to clarify any details. By the time we had heard the answer to any questions we raised, the details had changed again, over and over and over.

When hosting an event, I like to keep it simple. I will always aim to have one point of contact who liaises on behalf of the client. Even having two people can cause issues as they often have varying ideas and requirements. Therefore, I have one person with whom I can get all of the information I need. The idea behind this is for the client and their party to hash out any arguments or disagreements on their end and provide me with solely the facts and figures I need to run the event.

Unfortunately, this isn't always the case.
The importance of preparation in the kitchen
All we could do was prepare for as many scenarios as we could. We came up with a plan for 300 guests, a plan for 20 guests and also a plan for 1,000 because this was also discussed as a possibility at one stage. So we did. We planned and prepared for every variant. Even scenarios we thought were highly unlikely still had some guidance in place, just in case.

From orders to place settings, we put 10 plans in place for each. We knew what we were going to do if items were missing from the orders, we had backup suppliers in mind for every food item on the specs. We began emptying our ice machines into bags to be frozen to ensure we would have enough. We prepared our displays a week in advance, my team obsessively polished the glasses and brought in brand new cutlery and we paired our menu to selection of beautiful wines.

Anyone who knows me regards me as someone who pays close attention to details, but on this occasion, I found new levels. This became an obsession and, if I'm being honest, has carried on as one too. Once you raise the bar for yourself, I find it's challenging to lower it again. Not that I'd want to, but these new standards soon become the norm. 

The Night of the Big Event

It wasn't long before the guests arrived and descended on the restaurant, the guest list and numbers had changed the night before so we were all unsure what to expect. But our guests were soon tucking into the food and drink and were busy networking. The wine flowed and the food rapidly disappeared!

My team worked brilliantly. They were attentive, engaging, welcoming, helpful and efficient, all in the same stroke. We had run through various different systems for working and planned for many scenarios as there were so many unknowns leading up to the day, but it went as well as it possibly could have gone.

And our guests were just as wonderful. They spent quite some time telling me what an incredible job we had done, how amazing the team is, how beautiful the restaurant looks and how the food was the best they had ever tasted whilst on business. Needless to say, my bosses were elated with the performance and result.

We'd done it! Under arduous conditions we had actually managed to pull off our first event for 18 months, with a fraction of our former team and we'd ensured it was an absolute success. So much so that our executive guests are still recommending us to the whole business. 
The importance of preparation in the kitchen

But What Did We Learn?

Well, planning is everything. When guest requirements change daily it is imperative to have a plan in place for every eventuality. If we hadn't done this, we would have failed. There is no doubt in my mind that this was the key component that allowed us to succeed. Having guidance in place for team members in anticipation of almost any request took away their worries and concerns and allowed them to focus purely on guests' experience. It allowed us to manage the situation effectively in the kitchen, ensuring the product was superb and wastage was minimal.

The old saying goes "Proper Preparation Prevents Poor Performance." To me, these were just empty words, but now, I think there might be something to it. 
Marketing
MARKETING
Operations
OPERATIONS
Case Studies
CASE STUDIES
Theory
THEORY
Marketing
MARKETING
Operations
OPERATIONS
Case Studies
CASE STUDIES
Theory
THEORY
SIGN UP FOR OUR NEWSLETTER