Catersource | Fall 2024

A Feast for the Eyes

FALL 2024

Feast FOR THE Eyes A

Planning the Perfect Pop-Up {12} Components of Sustainable Catering, Part 3 {26} Game Day Grub {28}

EDUCATION, NEWS, PRODUCTS & IDEAS FOR PROFESSIONAL CATERERS

contents

VOLUME 22, NUMBER 3 FALL 2024

features 12....PLANNING THE PERFECT POP-UP Caterers are increasingly tapping into the popularity of pop-up events, experiences, and dinners.

COVER STORY

4 4

departments 04....FOREWORD Changes complete

28....ON THE MENU Caterers can score big business with elevated takes on game day favorites 32....SUCCESSFUL SELLING The psychology of selling: understanding customer behavior and decision-making . 3 4....IN THE GLASS All about ombre: Visually stunning layered cocktails are grabbing the attention of guests . 3 8....CATERING TO DIVERSITY Essential tips for a flawless quinceañera.

06....CONFERENCE NEWS Registration for Catersource + The Special Event 2025 is now open! 08....ICA’S THE DISH Challenging catering norms with this year’s Best Action Station or Buffet CATIE Awards finalists 10.....THE C-SUITE Supercharge professional development with these four questions 22....EVENT SOLUTIONS Proof of the Pudding takes home an ACE award with its event, War Eagle!

Behind the Cover The Earthen Rosebud is an imaginative interpretation of a Greek salad featuring a rose fashioned from yellow and red beetroot and baked in a crust of salt and juniper berries. Greek yogurt labneh and a rose petal paste combine with Concord grape gel, and is further elevated by ice vinegar. Completing the course is a brittle of Sicilian pistachio and rare white Jaguar cocoa seeds. Aged balsamic pearls and white alyssum flowers provide the finishing touch. The dish was served as part of Chef de Cuisine Dennis Efthymiou’s Cornucopia Eight-Course Degustation Menu at Luce, a signature restaurant at the InterContinental San Francisco Hotel. Turn to page 4 4 for more inspiration on how to turn food into art. Photo courtesy InterContinental San Francisco Hotel

4 4....STEAL THIS A feast for the eyes

26....FROM THE CONSULTANTS Components of sustainable catering, part 3

FALL 2024 ■ CATERSOURCE

EDITOR’S NOTE

Changes Complete I n the Summer issue of Catersource magazine, I noted that we were saying farewell to our longtime graphic artist, Sharon Carlson, and that changes were afoot for our Fall issue. One could think that a new designer, adjusted internal processes for handoff and proofing, and a fresh type of digital product might encounter some growing pains (as it were), but my “tiny but mighty” team are pros! The process of

converting from a flipbook style magazine to a digizine has been surprisingly smooth. You probably noticed the change from the turning of the glorious cover to the first page of this issue, but as you continue to the Conference News spread on pages 6–7, you will be able to click on three different embedded videos! You’ll find another from an experiential eating event our senior content producer, Amber Kispert, attended last fall (go to page 17 to read and watch). While I’m a diehard “old school” ink and paper gal, when it comes to publishing there’s nothing like a fun video short to bring it home. A 60-second sizzle reel offers a unique impact over words alone. Le sigh . Industry marches on! One other note before I leave you: our Conference News section also heralds the opening of registration for our annual conferences in 2025. Embedded links will take you to our conference websites: Catersource + The Special Event and Art of Catering Food. Mark your calendars for February 23–24 (AOCF) and February 24–27 (CS+TSE) in beautiful Fort Lauderdale, FL. Cheers!

What do you think of this issue? Like it? Love it? Have something to contribute to our website? We’d love to hear from you. Write us at editor@catersource.com.

Kathleen Stoehr, Director of Community & Content Strategy

WEBSITES catersource.com specialevents.com leadingcaterersamerica.com informaconnect.com/catersource-thespecialevent/ informaconnect.com/art-of-catering-food/ CONTRIBUTORS International Caterers Association, Anthony Lambatos, Carl Sacks, and Meryl Snow

Director of Community &

Content Strategy Kathleen Stoehr, kathleen.stoehr@informa.com Senior Content Producer Amber Kispert, amber.kispert@informa.com Content Editor Amanda Nicklaus, amanda.nicklaus@informa.com Art Director Sarah Kolcheck, sarah@nxtgennetwork.com Sales Director Michael Lindahl, michael.lindahl@informa.com Sales Account Executive Devin Barnes, devin.barnes@informa.com Managing Director Melissa Fromento, melissa.fromento@informa.com Ad Operations Specialist Denise Walde, denise.walde@informa.com

Catersource is published quarterly by Informa Connect Foodservice Group and Catersource llc, 650 Third Ave, 22nd Floor, New York, NY 10158. Subscriptions: Go to catersource.com and sign up to receive Catersource’s quarterly issues and/or monthly e-newsletter products. Reproduction in whole or part without written permission prohibited. ©2024 Informa Connect Foodservice Group. All rights reserved.

FALL 2024 ■ CATERSOURCE

Where caterers meet event planners

under one roof!

Catersource + The Special Event is the only annual event of its kind. A show of unrivaled influence and inspiration, it’s a spirited gathering of

all the people, ideas, and trending innovations shaping the catering and events industry.

SECURE YOUR SPOT!

CATERSOURCE-TSE.COM

CONFERENCE NEWS

by Amber Kispert

Photo Courtesy Visit Lauderdale

Get ready to meet in Fort Lauderdale—the land of beaches, world- class restaurants and bars, and the famed Florida Everglades. Conference news

Registration for Catersource + The Special Event is Now Open! Catersource + The Special Event is the only annual event of its kind, and in 2025 it returns to Fort Lauderdale, FL from February 24–27. A show of unrivaled influence and inspiration, it’s a spirited gathering of all the people, ideas, and trending innovations shaping the catering and events industry. The time is now to register at the best rates available to experience three days of conference sessions (February 25–27, 2025) coupled with two full days of tradeshow exhibitions, opening and closing general sessions with Will Guidara (restaurateur and best-selling author) and Brett Culp (Stage Story), awards ceremony, happy hour, and multiple evening events to keep you busy! All the major

SUMMER 2024 FALL 2024 ■ CATERSOURCE CATERSOURCE

Laura Schwartz interviews Eric LeVine, Art of Catering Food keynote

industry associations will be in attendance, conference sessions will allow attendees to keep their accreditations current, and “surprise and delight” installations are in the works to keep your social posts snappy. It's also open for Art of Catering Food! Start your week early by attending Art of Catering Food, two packed days (February 23– 24, 2025) of chef-forward sessions that promise to inspire and elevate the work you do, be it on- prem, off-prem, from large festivals to intimate weddings to corporate fundraisers. Taste samples as chefs demo the cuisines on stage, ask questions, and network with other chefs from around North America during breaks, lunches, and an end-of-day happy hour. Chef Eric LeVine will deliver this year’s keynote session. Get a sneak peek at what to expect from this year’s conference by watching a snippet from our 2024 show and then previewing some of this year’s speakers (in conversation with 2024 Catersource + The Special Event keynote Laura

Laura Schwartz interviews Sebastien Centner, Eatertainment Events & Catering

Schwartz) in the accompanying videos. We can hardly wait to see you in Fort Lauderdale this February!

Catersource + The Special Event will take place February 24-27, 2025 at the Broward County Convention Center in Fort Lauderale, FL

CATERSOURCE ■ FALL 2024

THE DISH by International Caterers Association

Challenging Catering Norms

Colette’s Catering & Events, “Spa & Nourish: Women’s Wellness Buffet” Colette’s Catering & Events’ submission was a stunning buffet for a women’s spa day retreat featuring vibrant, healthy options. The challenges Without proper kitchen facilities, they had to create a makeshift kitchen behind the scenes. Additionally, space limitations for the buffet itself required a setup that maintained visual appeal and ease of access for guests.

It’s easy to stick with your go-to stations. Guests expect them, and they like them. But what about adding the wow factor? What about pushing guests out of their culinary comfort zone to try new things that might become their favorite plate? That’s what this year’s International Caterers Association Best Action Station or Buffet CATIE Awards finalists did. We hope their innovation inspires your team to think outside the box and challenge your guests to look at traditional ingredients in new ways. WINNER: D’Amico Catering, “Du Jour” This station offered a blend of interactive chef-attended charm and traditional bar elegance, pairing fresh, local gazpachos with spirits to complement the gazpacho flavors. Think elevated Bloody Marys. The challenges The biggest challenge was guest education. Since this spirited bar station had never been seen before in the market, the team had to train service staff to engage with guests upon arrival at the station and explain the experience. Guests could select a refreshing chilled summer soup or a low-proof cocktail. Another challenge was fine-tuning the gazpacho recipes so they could stand alone or be mixed with the guest’s choice of spirit. They settled on a Green Melon Gazpacho paired with London-style dry gin, a Yellow Watermelon Gazpacho paired with smooth tequila, and a Roasted Red Gazpacho with chilled vodka. The execution The setup was nearly as important as the offer itself. They added color and texture with fresh produce, displayed the gazpachos in curvy milk bottles to captivate guests, and used thin coupe glasses for the final presentation.

FALL 2024 ■ CATERSOURCE

The challenges Culinary Crafts likes to push culinary boundaries, but the challenge is often getting guests to try new foods. For a Utah bridal magazine event with planners from across the state, they aimed to impress top planners with new bites, hoping to inspire confidence in steering future clients toward unique options. The execution Three chefs manned the station: two at the pizza ovens prepping sardines and flatbread, and one greeting and educating guests. Despite local reservations about fish heads and tails, they kept these intact to surprise and delight guests. Timing was crucial since sardines are best served fresh and hot. Everything was roasted and served in small batches as guests chatted with the chef. The sardines were roasted, drizzled with olive oil, sprinkled with salt and pepper, and plated with flatbread brushed with butter and garlic. A fiddlehead fern salad with spring peas, radishes, rainbow chard, and edible violets in a vanilla and champagne vinaigrette accompanied the dish.

The execution To overcome these challenges, they had a “dress rehearsal” the day before with event planners, venue staff, and their team. This trial run helped them cultivate a visually appealing buffet with fresh, high- quality options, including a grazing station, summer fruit and cheese station, mini tea sandwiches, fennel orange salad, and a mandarin orange mousse parfait—because even healthy events need dessert. Culinary Crafts, “Sardines” Culinary Crafts’ submission, “Food You Didn’t Know You Like,” featured action stations with out- of-the-ordinary ingredients. The coal-roasted sardine station was particularly popular.

“Sardines” from Culinary Crafts was a finalist in this year’s CATIE Awards for Best Action Station or Buffet. Photo courtesy Culinary Crafts/International Caterers Association

Colette’s Catering & Events , Culinary Crafts , and D’Amico Catering are proud members of the ICA. The International Caterers Association provides education, encourages peer-to- peer relationships, and inspires creativity while embracing all segments of the catering industry. For more information on how to join the ICA and to be notified of future catering industry webinars, events, and education opportunities, visit internationalcaterers.org .

(Left) D’Amico Catering took home this year’s CATIE Award for Best Action Station or Buffet for “Du Jour.” Photo courtesy D’Amico Catering/International Caterers Assocation; (Above) “Spa & Nourish: Women’s Wellness Buffet” from Colette’s Catering & Events was a finalist in this year’s CATIE Awards for Best Action Station or Buffet. Photo courtesy Colette’s Catering & Events/International Caterers Association

CATERSOURCE ■ FALL 2024

THE C-SUITE

by Anthony Lambatos Supercharge Professional Development with these Four Questions

Growth is a key driver for many employees, especially the generation currently entering the workforce. It is expected by top talent when they are looking for new opportunities and it is a major factor in the decision employees make to stay with a company. High achievers are continuously looking to grow. They want to enhance their skillset so they can take on more responsibility or find ways to improve their performance so they can reach new heights in their current position. The problem is that most managers struggle to effectively help their direct reports on this path. Here are four questions that managers should be able to answer when looking to help their team members grow. 1. What drives them? We often make the mistake of thinking everyone will be motivated by the same things. It’s important for leaders to take time to understand their employees as people. Get to know their background, their personal circumstances, their core values. Understand what precluded success in the past, how did they get there? The more you know about your people, the better position you are in to help them reach their goals. 2. Where do they want to go? Don’t assume that everyone wants to go where you want them to go. I’ve had team members at Footers Catering that have been in the same position for 20 years and found growth through the evolution of how they do their job; I’ve also had team members that have been promoted three times to higher level positions over the course of two years. Not everyone wants to manage other people or take on additional responsibility, but that doesn’t mean they don’t want to grow. When you understand where your team members want to go, you are better equipped as a leader to help them get there. 3. How do they like to learn? There is a wide variety of options when it comes to training and development. Some people learn by doing, others learn by watching. Some people like structure in their development, others prefer

more of a freelance go-at-their-own-pace approach. Knowing this will help you align resources and training with that person’s learning style. 4. What does support look like? As a manager it’s critically important to ask your team members the question, “How can I support you?” Do not confuse this with picking up the slack or taking over someone’s responsibilities. This is about how you can assist your people as they grow. Do they want weekly check-ins? Are they looking for advice and coaching from you? How do they want feedback delivered? Do they need introductions? Being able to cater your approach individually will help them reach a higher level of potential than a one-size-fits-all approach. Investing in the growth and development of your team members pays huge dividends. It decreases turnover, increases productivity, inspires innovation, boosts morale, and ultimately brings more value to the company. But before you begin, find out the answers to these four questions so you can maximize the investment of your money—and more importantly— your time!

Anthony Lambatos grew up in the catering business working for his father and founder of Footers Catering in Denver, CO. Anthony and his wife, April, purchased the business in 2010 and have successfully made the transition to a second-generation family business. They recently moved Footers Catering into a new facility that also houses their newest venture—an event center called

Social Capitol . Anthony is passionate about helping other companies create great places to work and inspiring people with heart leadership and does that through his sister company MIBE (acronym for make it better everyday).

FALL 2024 ■ CATERSOURCE

The premier awards

recognizing the finest work in catering & special events worldwide

Start working on your entries today! DEADLINE EXTENDED: OCTOBER 31, 2024

The ACE and Gala Awards will be presented during

Catersource + The Special Event, February 24-27 in Fort Lauderdale.

Find all the details at ace-gala.awardsplatform.com

POP-UP PLANNING THE PERFECT Caterers are increasingly tapping into the popularity of pop-up events, experiences, and dinners

BY AMBER KISPERT

C aterers are breaking free from the confines of “Pop-ups really aren’t that much different than regular events,” says Dana Buchanan (Primal Alchemy Catering), “but this time we are the ones calling the shots and creating the experience for the guests.” These pop-up experiences (usually ticketed) are a mix between culinary experimentation and guest experience. Think: A five-course holiday meal, an artisan cheese and wine pairing themed to a new art exhibit, or a sit-down family-style feast in the middle of a farm. With working within their clients’ visions and instead are putting control back in their own hands through pop-up experiences. pop-up events, caterers are limited only by their imagination. “It’s nice to have an outlet for creative freedom,” says Chef Itamar Abramovitch (Blossom Catering). “Even though I truly enjoy formal/ fine cooking, and I love catering for all our clients, pop-up events allow chefs to prepare food that might not always be on our menu for catering events.”

FALL 2024 ■ CATERSOURCE

The Meijer Gardens Culinary Arts & Events at Frederik Meijer Gardens & Sculpture Park hosted a one-of-a-kind pop-up dinner where guests enjoyed four courses (each in a different picturesque location throughout the space). The first course, featuring a salad of summer peaches and heirloom tomatoes with burrata, lemon-basil oil, flake salt, and balsamic glace, was enjoyed in the Bissell Corridor. Photo courtesy Janelle Christine Photography

CATERSOURCE ■ FALL 2024

PLANNING THE PERFECT POP-UP (CONTINUED)

Pop-ups aren’t strictly defined as ticketed events, however; pop-ups can also mean utilizing a singular menu concept repeatedly across multiple dates throughout a defined timeframe. For example, corporate offices or museums may showcase a chef-in-residence at their in-house cafes and restaurants, or university dining services may feature a themed dining experience (such as a pasta or pizza pop-up). “With this model caterers should focus the food and experience into a singular focal point,” says Ryan Whitten (Bold Catering & Design*). “Don’t add more components, just figure out ways to modify and change while limiting your item count.” Where exclusivity meets experimentation Today’s clients are looking at brand activations, immersive themed experiences, and pop-ups as the new frontier of engagement, says Constellation Culinary Group. According to Eventbrite, the experiential diner is driven by the desire to be immersed in something new and cost is not a factor: three in four (75%) believe it’s simply worth paying more money for a unique dining experience. They seek an unexpected, memorable location (76%), a surprising menu or theme (84%), or a one-of-a-kind experience (74%), and these events provide the experience guests crave and are willing and eager to pay top dollar for. “The current generation of foodies views food as an experience, not just a meal, and is highly focused on the social and one-of-a-kind, ephemeral qualities that this new wave of events offers,” said Sarah Hoffman, head of food and drink marketing at Eventbrite, in an article. “It’s a win for guests who get to experience chefs at their most creative, but also for

The Meijer Gardens Culinary Arts & Events at Frederik Meijer Gardens & Sculpture Park hosted a one-of-a- kind pop-up dinner where guests enjoyed four courses (each in a different picturesque location throughout the space). The third course, featuring Blueberry Butterfly Pea Flower Cheesecake with blueberry-lemon compote and pepita brittle, was enjoyed overlooking the Tassell- Wisner-Bottrall English Perennial Garden. Photo courtesy Janelle Christine Photography

FALL 2024 ■ CATERSOURCE

the industry; chefs and restaurants are able to build their brand and differentiate themselves through these pre-paid, ticketed experiences that help reduce food waste and deter no-shows.” The transient nature of pop-ups is meant to generate buzz and create a sense of urgency for potential customers, thus enticing food enthusiasts to seize the opportunity to participate. “The draw for pop-up dinners and events lies in their exclusivity and novelty,” says Chris Sanchez (LUX Catering & Events*). “Guests are attracted to the idea of a limited-time experience that feels special and unique. The ephemeral nature of pop- ups creates a sense of urgency, encouraging people to attend before the opportunity passes.”

(Left) Journey down the rabbit hole into a culinary wonderland created by Constellation Culinary Group at The New York Botanical Garden’s immersive exhibition, "Wonderland: Curious Nature." For those looking for a Mad Hatter’s experience, the Hudson Garden Grill hosts an enchanting Tea Party on Thursday afternoons, offering visitors the opportunity to bring Wonderland to life with individual pots of tea, delectable savory hors d’oeuvres, tea sandwiches, and an array of sweets. Photo courtesy Steve Legato

(Left) During an Alice in Wonderland themed pop-up event at the Waldorf Astoria, guests enjoyed Magic Mushroom Focaccia Toast with herb aioli, whipped miso tahini, and baby arugula during a Mad Tea Party. Photo courtesy Waldorf Astoria Washington DC; (Above) Duck pâté en croute with foie gras from Chef Hoon Rhee was served during a pop-up event at The Philadelphia Museum of Art's restaurant, Stir). Photo courtesy Michelle Corban

(Above) The Philadelphia Museum of Art hosted a pop-up dinner (at its restaurant, Stir) with chef-in-residence Chef Hoon Rhee featuring a French-inspired, multi-course tasting menu designed to complement and reflect artist Mary Cassatt’s body of work in honor of their exhibit "Mary Cassatt at Work." Shown: Pommes Souffle featuring Royal Osetra caviar, onion ash, and smoked crème fraîche. Photo courtesy Michelle Corban

CATERSOURCE ■ FALL 2024

PLANNING THE PERFECT POP-UP (CONTINUED)

“Scarcity breeds obsession,” adds Chef Keith Sarasin (The Farmer’s Dinner). “When someone is offered a one- night-only event, they tend to see the value in supporting a local chef but also getting something truly special.” Pop-ups are truly about giving guests something they couldn’t get anywhere else. The novelty isn’t strictly reserved for guests either. Pop-ups are a great opportunity for chefs and caterers to experiment with new dining concepts or menu items. “As a catering chef in Napa, much of what I love and do is considered formal dining, which isn’t always accessible or preferred for some guests,” says Abramovitch. “[Pop-ups] not only bring a unique and exciting experience for the guests, but it’s also something creative and fun for the chefs. Lots of chefs have the dream of having their own restaurant with their name on the door, and for many, this is a way to achieve that—even if it’s just for a night.”

think of the dining experience and how it can fit the theme,” says Sarasin. “Food is only part of an experience. A terrible dining experience cannot save incredible food. If you are hosting a pop-up you need to make people feel special, because they are.” Think: farm-to-table dinners, immersive environments inspired by fictional worlds (i.e., Moe’s Tavern, Luke’s Diner, the Krusty Krab, or Alice in Wonderland), tasting menus inspired

by museum exhibits, blindfolded dinner experiences, chef tables, and anything al fresco. “There is inspiration everywhere. Part of the fun is creating the experience with a menu to match,” says Buchanan. Incorporate the theme into every aspect of the event, from the menu and décor to the music and entertainment. Pay attention to details like table settings, ambience, lighting, and staff attire

Chef Keith Sarasin founded The Farmers Dinner in 2012. The Farmers Dinner hosts upscale dinners on local New England Farms. Photo courtesy Matthew Lomanno

Make it memorable

Given the nature of pop-ups, they require more emphasis on creativity and innovation, as they are often designed to provide a unique experience. This is where immersive elements such as themes and unique menus become paramount. “It’s about creating a vibe and an experience that engages all five senses,” says Brittany Glover (Constellation Culinary Group). Start by choosing a theme that resonates with your target audience (and what will sell to them) and aligns with your brand. Look at your market and see what’s missing. Also, consider where your passions lie. “The best themes come from a chef’s passion. Once you have a theme,

FALL 2024 ■ CATERSOURCE

to enhance the overall atmosphere. Ensure the theme is consistent and cohesive throughout the event, not only in food and beverage, but also in the details. “Think about the whole experience, from beginning to end,” says Buchanan. The venue where a pop-up event is held is almost just as important as the theming and menu as well. “Venues that work best for pop-ups are those that offer flexibility and can be easily transformed to fit the event’s theme,” says Sanchez. Consider places like museums, art galleries, farms, gardens, rooftops, warehouses, vacant retail spaces, breweries, wineries, and historic buildings. Be mindful though; unique venues bring with them their own set of challenges (more on that in a bit).

Photo courtesy Bryan Ngo

M(EAT) CARNIVAL from Blossom Catering (Napa) is unlike any other pop-up event: attendees don’t know where the event will be held until only a week prior, and once they arrive, they are handed a wine glass, a towel, and nothing else. Each pop-up event brings a team of chefs, each showcasing varying interpretations of Mediterranean-American cuisine cooked over a live fire. Each event takes place outdoors where chefs are given ingredients and are challenged to whip up meat-focused dishes on the fly, which is why no two pop-up events are ever the same. As attendees traverse the various stations (sans plates and silverware) they use their hands to grab the food they wish to try while dining al fresco.

“The draw for pop-up dinners and events lies in their exclusivity and novelty. Guests are attracted to the idea of a limited-time experience that feels special and unique. The ephemeral nature of pop-ups creates a sense of urgency, encouraging people to attend before the opportunity passes.” —Chris Sanchez

The Philadelphia Museum of Art hosted a pop-up dinner with chef-in- residence Chef Hoon Rhee featuring a Korean-inspired tasting menu designed to complement its exhibition "The Shape of Time: Korean Art After 1989." Shown: Yeonggye-baeksuk (chicken, jook, jujube, chestnuts, gamtae). Photo courtesy Michelle Corban

Constellation Culinary Group hosted a pop-up dinner at the Sarasota Art Museum’s Bistro restaurant that showcased creative culinary offerings that were inspired by a recent exhibit, "Chakaia Booker: Surface Pressure and Booker’s Artwork." Each course was inspired by a specific piece from the exhibition. Shown: Chicken al Mattone “Under a Brick” with potatoes and Italian salsa verde. Photo courtesy Sarasota Art Museum

CATERSOURCE ■ FALL 2024

PLANNING THE PERFECT POP-UP (CONTINUED)

Great for business The temporary nature of pop-ups means that logistics, such as location scouting, permits, and setup, are bit more complex. For example, maybe your venue doesn’t have a kitchen onsite, and you’ll need to build a temporary field kitchen. Ensure that you pay attention to the flow of service, kitchen efficiency, and guest comfort. Smooth operations are vital to the success of a pop-up event. “We depend on checklists to stay organized—and we continue to refine it with each event—and that helps us understand gaps and anticipate issues ahead of time,” says Abramovitch. “The more you prepare for the unexpected, the more smoothly the event will run overall.” With all the added nuance and effort that goes into planning a pop-up event, you might be asking yourself why you should even bother? Well, the answer is simple—with pop-ups, you can: •Temporarily test out menu concepts • Offer high-end, gourmet food at an affordable price • Offer total creative freedom to chefs without a large risk factor • Demonstrate what you do to a whole new set of potential clients, as well as allowing current clients to see you in a new light • Build your own opportunities • Have increased visibility and brand awareness •Tap into the off-season And lastly, they can create a new revenue stream for your business. However, make sure to go in with realistic expectations. “You're not going into this to become millionaires—you just don’t get that with pop- ups,” says Sarasin. “The reality is, you’re doing this because you’re passionate.” With pop-up events, caterers can control the environment, making them the decision-makers and driving creativity. “Ticketed and pop-up events can fill in gaps to keep the kitchen busy and are great for marketing,” says Buchanan. Speaking of marketing, that’s the secret sauce when discussing pop-up events.

The Waldorf Astoria hosted an Alice in Wonderland themed immersive pop-up experience. This afternoon tea featured a delightful array of delectable treats at “A Mad Tea Party.” From savory delights fit for the Mad Hatter’s tea party to sweet temptations that would delight the Queen of Hearts herself, the afternoon tea transported guests to a realm where imagination knows no bounds, where guests encounter fantastical elements such as oversized teacups, playing cards, and whimsical furniture. Photo courtesy Waldorf Astoria Washington DC

FALL 2024 ■ CATERSOURCE

HOW TO CRUSH YOUR NEXT POP-UP DINNER 1. Identify your niche and brand • Find what YOU do better than anyone else • What are the passion points you want to convey to a customer? • What are two sentences that tell what you do? 2. Legal documents and things you need to know • Register with the state and get an LLC • Get a solid CPA or learn to love Quickbooks® • Business insurance is a must 3. Finding hosts for your pop up • Leverage your network • Get creative • Go underground

(Top) During an Alice in Wonderland themed pop-up event at the Waldorf Astoria, guests enjoyed The White Rabbit's Carrot (shrimp salad, piquillo pepper, and carrot tops). Photo courtesy Waldorf Astoria Washington DC; (Middle and Above) Next, guests enjoyed various sweet treats including: The Pocket Watch (lemon macaron), Alice in Shortbread (lavender orange), The Queen of Tarts (strawberry mousse and coconut custard), Meadow of Flowers Tea Cake (lime and raspberry), Cheshire Gateaux (blackberry cake with banana mousse), and various scones. Photos courtesy Waldorf Astoria Washington DC

Information above courtesy Chef Keith Sarasin

CATERSOURCE ■ FALL 2024

PLANNING THE PERFECT POP-UP (CONTINUED)

Success lies with marketing

For many pop-up events, success begins and ends with how well a company can market themselves and the event. Leverage social media and digital marketing to create buzz and anticipation. Use platforms like Instagram, Facebook, and Twitter to share teaser content, behind-the-scenes glimpses, and event details. Partner with local influencers, bloggers, and media outlets to amplify your reach. Utilize email marketing to engage with your existing customer base and encourage word-of-mouth promotion. “But you can’t just throw up a post and expect it to influence ticket sales,” says Abramovitch. “You need to understand your demographics and figure out what’s going to draw them in. From there, remember that once is never enough when it comes to marketing an event—generate endless content in all formats—images, video, text—and then get the word out.” For example, Sarasin relies on the 5, 3, 1 Marketing Principal when promoting his Farmer’s Dinner pop- up: • 5 weeks from the event, launch! • 3 weeks out, remind everyone on all platforms • 1 week out, set reminders and email logistics info If you’re thinking about offering pop-up events, consider branding them separately from your catering company, helping your marketing to stand out. “People don’t want to go to catering events, they want to go to chef events,” says Abramovitch. As the culinary landscape continues to evolve, embracing the pop-up phenomenon can propel your catering business to new heights. “Pop-up events are a fantastic way to push the boundaries of traditional catering and offer something truly unique to guests,” says Sanchez. “They provide an excellent platform for caterers to experiment, innovate, and connect with their audience in new and exciting ways. By embracing creativity, paying attention to detail, and staying adaptable, caterers can create memorable experiences that leave a lasting impression. Not to mention, they can create stronger bonds with your clientele and even build or strengthen your client base.” * LUX Catering & Events and Bold Catering & Design are proud members of the Leading Caterers of America, a consortium of the top catering and event planners throughout the United States and Canada.

The free, all-ages indoor winter pop-up, Getaway at the Greenhouse, returned this past February at the Fairmount Park Horticulture Center. Hosted by Philadelphia Parks and Recreation in partnership with Constellation Culinary Group, the event featured an obstacle course for the kiddos through a Child's Play Challenge and food and beverage by Constellation. Photo courtesy Constellation Culinary Group

Since 2012, The Farmers Dinner led by Chef Keith Sarasin (right) has hosted over 87 farm-to-table events across New England and fed more than 17,000 customers raising over $125,000 for local farms. Photo courtesy Matthew Lomanno

Primal Alchemy (shown, Dana Buchanan, left and Paul Buchanan, right) frequently holds pop-ups at farmers markets and other outdoor spaces. Photo courtesy Primal Alchemy

FALL 2024 ■ CATERSOURCE

a boutique event created by chefs for chefs

AOCF is a bustling hub for culinary inspiration and education, introducing chefs like you to new

ingredients, fresh ideas for menus, and valuable business lessons that you can bring back into your own kitchen.

ARTOFCATERINGFOOD.COM

EVENT SOLUTIONS

By Amber Kispert

The Auburn University blue and orange were balanced with white and gold, glass and velvet, and the 41 tables were spread out, each one its own island.

Proof of the Pudding takes home the ACE award for Best Off-Premise Catering for companies above $2 million annual revenue with its event, War Eagle! An Event Touchdown

FALL 2024 ■ CATERSOURCE

The décor oozed luxury sports, with lounges, bars, and dining tables.

Each table was dressed in spectacular florals representing Auburn University’s colors: blue and orange.

Smoked corn fritters accompanied with tabasco aioli.

n celebration of Auburn University’s new football training facility, guests were invited to a VIP dinner, titled War Eagle!, on the indoor field. Seated on turf and surrounded by magnificent décor, guests enjoyed a fine dining experience (hosted by Proof of the Pudding) infused with the team’s war cry, team colors, and steakhouse cuisine. The event proved to be a touchdown success after being named Best Off-Premise Catering for

companies above $2 million annual revenue during the ACE Awards ceremony (held during Catersource + The Special Event in February 2024 in Austin, TX). Since the dinner experience took place on the stadium’s field, which was built for a very different purpose than events, the architecture of the space and the flow of the event presented Proof of the Pudding with a few catering challenges including: • No kitchen available. Food was prepared in their off-site stadium kitchen, which is used almost exclusively for on-site events (Proof of the Pudding regularly provides concessions and catering at the stadium). • No prep room available. Proof of the Pudding constructed two 20’ x 20’ field pantries on the floor of the playing field right next to guest

CATERSOURCE ■ FALL 2024

EVENT SOLUTIONS (CONTINUED)

seating, concealed only by pipe and drape. This meant that noise and order was a critical factor during the event, particularly during the speeches and entertainment at the beginning of the program, during which time the team plated in complete silence. Limited service access. Load- in took place front of house, through the reception foyer into the far end of the field. The brand new indoor turf had to be protected at all costs. Proof of the Pudding had to load in all equipment including hot boxes via a path of plywood panels along three-fourths of the field. During the event, wait staff were Deadline Extended: Submissions now being accepted for 2025 ACE and Gala awards Submissions are now being accepted for the Catersource 2025 Achievement in Catered Events awards (ACE)! We invite you to submit your best work from the past year. Join in the excitement and the spirit of our industry as we celebrate the hard work and exceptional accomplishments of our peers. Get your submission in now before the portal closes on October 31st! To submit an entry to this year’s ACE awards, please visit our awards portal.

•

Barbecue chicken skewer with Doux South mustard.

(Top) Branding included custom tiger and eagle print towels to match the décor, and the signature cocktail w vodka blend featuring an Auburn University logo wafer; (Above) A white grand piano served as the room’s f

FALL 2024 ■ CATERSOURCE

repeatedly reminded to exercise extreme caution to avoid spills. No glass was permitted on the field, so the team sourced premium, shatterproof drinkware made from recycled materials. • Timing. Because the plywood flooring had to be removed before guests arrived, an early food load-in was necessary. This was an important consideration in menu planning. To satisfy guests’ preferences for familiar ingredients and preparations, the menu featured a dual entrée of braised short rib over chargrilled carrots and pan seared sea bass with wild mushroom risotto. The first course wedge salad was presented with a playful plate composition and the alternating pre-set desserts all hinted at the team’s colors (blue and orange): dark chocolate cake with orange mirror glaze, puffed rice crunch, and blue anglaise; and a spiced pecan caramel cheesecake with bourbon Chantilly cream. All dishes were served on branded plates provided by the client. The hors d’oeuvres tempted guests with tiny forays into culinary adventure while remaining in their comfort zone. A dab of green harissa with the lamb lollipops, corn fritters spiced up with smoked corn, a mini lobster BLT instead of the game-day favorite lobster roll (turn to page 28 for a deeper look at game-day favorites). “Our service was seamlessly slotted into the evening’s program, which was precisely timed and executed just like a football game,” according to Proof of the Pudding’s award submission. Congratulations to Proof of the Pudding and all of this year’s recipients! Check out the full list here.

The dual entrée consisted of braised short rib over chargrilled carrots and pan seared sea bass with wild mushroom risotto.

The wedge salad was presented with a playful plate composition featuring baby romaine, smoked cheddar, lardon, heirloom tomatoes, radish, and green goddess dressing.

Barbecue chicken skewer with Doux South mustard.

was an orange-colored focal point.

CATERSOURCE ■ FALL 2024

FROM THE CONSULTANTS by Carl Sacks

Components of Sustainable Catering, Part 3

Corporate sustainability The operational policies and procedures of any given catering company can (and do) have an impact on its carbon footprint. Delivery policies: Every delivery represents both a financial expense and a negative impact on the environment. Outbound deliveries are (of course) necessary for off- premise caterers, but there are tools to make these more efficient and less environmentally costly. These include fleet management and GPS routing systems for vehicles, delivery scheduling programs, and pricing to encourage off-peak deliveries and pick-ups.

Servingware offerings: There has always been a conflict between those who advocate for use of disposables, and those who promote use of permanent serving pieces (i.e., china, silver, and glass). Single use items seem to be wasteful by definition, but there are costs associated with permanent items as well, such as pickup and warewashing expenses. There are also concerns about minimizing the use of plastics, but there are many lines of sustainable servingware options available. Food waste: It is commonly accepted that about one-third of food is lost to waste in production. This is catastrophic for the planet— particularly when, even in a wealthy

Editor’s note: This is the third in a series of articles that discusses what sustainability means to caterers and their communities; part one looked at supply side sustainability and part two looked at demand side sustainability. We’ve already discussed supply and demand side sustainability variables. Now it’s time to review some other areas that influence how individual caterers can impact the overall sustainability of the industry.

FALL 2024 ■ CATERSOURCE

This preference for sustainability is widely held and should be the model for the catering industry as it navigates the future of the planet.”

country like the United States, a substantial number of people are food insecure. In the catering sector, food waste is endemic in two areas: on the event level and in production. • Event food waste: Food waste has always been a challenge for caterers of all types, but most specifically for buffet specialists. Since caterers are loathe to allow buffets to look sparse, even for the last guest through the line, this has always been a challenge. But there are workarounds for this issue, such as providing to-go boxes—not just for clients, but also for guests. Other options include scheduling an employee meal at the end of a shift to use up leftovers, and/or arranging for pickups of leftovers by food banks or soup kitchens. Some caterers even allow clients to designate a charitable recipient for leftovers on their behalf. • Production food waste: Some caterers have set a goal of zero waste from their commissary production, meaning that the only residual outputs besides food sent to events would be compost and recycling. This is naturally a challenge, but with the help of some new technologies and careful product selection, it may be achievable. The technologies include a combination of hardware and software, including scales, cameras, and advanced cooking technologies such as low temperature cook and hold ovens and combination oven steamers. On the software side, advances in artificial intelligence (check out the adjoining Special

Events magazine for a deeper look at AI) just in the past several years have been applied to enterprise systems to help identify, track, and minimize waste in production. These combined hardware/ software systems, while requiring a substantial initial investment, can pay back based on minimized waste in just a few years. Community sustainability Every caterer, particularly those specializing in full-service events, depends on a community of stakeholders for support and success. These stakeholders include rental companies, food and beverage vendors, professional services providers, employees, contract workers, venues, clients, and others. We have seen many caterers make it part of their ongoing dialogue with these community members to encourage them to be attuned to the sustainability dynamic as well. For example, some caterers have agreed to consolidate rental orders with catering deliveries to minimize

truck miles to their events. Others have encouraged their wedding clients to change the default entrée selection(s) to emphasize plant- forward options. Other community examples include making sustainable, non-plastic servingware a standard for delivery catering; encouraging staff to carpool by offering gas subsidies to the drivers; and working with venue managers to help minimize utility costs. All these efforts, as well as many others not covered here, are designed to help maximize both the perception and the reality of sustainability in the catering industry. This will help diminish the concerns of clients and guests who are concerned about the environment. A recent article in the New York Post states that two-thirds of Americans believe sustainability should be the default for companies. This indicates that this preference for sustainability is widely held and should be the model for the catering industry as it navigates the future of the planet.

Carl Sacks has spent more than 17 years as a consultant to the catering industry, starting at Catersource, and currently as the managing member of Certified Catering Consultants. His list of clients includes many of the most prominent and successful caterers in the industry. He is regarded as the top expert in several catering related areas, including maximizing financial returns,

strategic planning, and exit strategy development and implementation. He is also widely known for his expertise in contract and venue RFP response development. Carl also provides advisory services to both buyers and sellers of catering companies, and he has been involved in many successful transactions.

CATERSOURCE ■ FALL 2024

ON THE MENU By Amber Kispert Game Day Grub

Progressive Field (home of the Cleveland Guardians) features the fun and whimsical Slider Dog from local restaurant The Happy Dog, with pimento mac and cheese, bacon, and Froot Loops © . Photo courtesy Delaware North

Caterers can score big business with elevated takes on game day favorites

G ame day. It’s not just about the action on the field; it’s about the experience, the camaraderie, and the food. For caterers, game day presents a golden opportunity to shine, transforming traditional tailgate and couch snacks into gourmet delights that leave fans cheering for more. “Food is an integral part of the [game day] experience, and we challenge our chefs and team members to create exciting, signature food items that put a twist on a

hometown favorite,” said Ken Gaber (OVG Hospitality) in a press release. The MVPs of a game day menu are similar from year to year—finger foods like wings, nachos, hot dogs, sliders, and fries reign supreme. “The old standards never go out of style,” says Jimmy Petracci (Proof of the Pudding). “We are hearing from our clients and guests that simple food, executed well consistently, is more important than ever.” However, today’s diners are also craving twists on these classics.

“There is always room for our chefs to take basic game day items to the next level,” says Petracci. “The foundation of game day fare gives chefs a great jumping-off point to add their own touches. Whether it’s elevating a tired nacho plate to a brisket burnt-end nacho bar or creating custom chef’s tables around a game day favorite concept, the sky is the limit.” Let’s look at how your game day foods can make a play for the big leagues.

SUMMER 2024 FALL 2024 ■ CATERSOURCE CATERSOURCE

Tailgating is a well-loved tradition. Celebrate the big game with a delicious cheese ball, featuring creamy gouda cheese and candied bacon in every bite. Photo courtesy Wisconsin Cheese Play ball While football may by far be the

sport that people entertain around the most, serving classics such as chicken wings, chili, nachos, and sliders, it’s not the only sport that brings with it a slew of game day favorites. Can you imagine watching a baseball game without hot dogs, peanuts, soft pretzels, and a box of Cracker Jacks ® ? Although not necessarily considered a “foodie” sport, soccer fans often reach for popular tried- and-true favorites such as pizza, empanadas, churros, or tapas; and don’t forget about hockey foods such as poutine, buffalo wings, and beef chili. "There is also an opportunity to highlight the changing seasons through creative menus as the sports seasons progress through the year,” says Petracci. “Football is all about hearty foods to keep you warm in the fall and early winter, and as we progress into spring basketball and baseball seasons, we start to serve lighter fare to fit with the warming weather.”

This buffet setup is offered in the Broadway Club hospitality suite during Auburn University sporting events and features cheese and charcuterie, the market salad, a shrimp cocktail, coleslaw, Chef Carved Prime Auburn Meat Lab Smoked Brisket, mac and cheese, and smoked chicken wings. Photo courtesy Proof of the Pudding

Cheer for the home team Whether it’s concessions, a watch party, or even a themed event, game day foods are the perfect vessel to deliver a little bit of local flare. Put a twist on game day food by celebrating themes and local cuisines from the city or team being celebrated. Think: Philly Cheesesteak- style hot dogs, Chicago-style pizza bites, Nashville Hot Chicken wings, or how about sliders served on San

Francisco sourdough buns? “Focusing on local can certainly elevate a dish,” says Bruce Kraus (Sodexo Live! New Orleans). “Are there local ingredients? Is the dish cooked in a style that’s popular regionally? Are we partnering with a local company to bring the dish to life? There are lots of ways you can look to elevate a dish but focusing on the small details and finding ways to make the dish connect with fans is just one example. Not only do you want to give visiting fans

CATERSOURCE ■ FALL 2024

Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80 Page 81 Page 82 Page 83 Page 84 Page 85 Page 86 Page 87 Page 88 Page 89 Page 90 Page 91 Page 92 Page 93 Page 94 Page 95 Page 96 Page 97 Page 98 Page 99 Page 100 Page 101