On-Premise Catering

To succeed in the field of on-premise catering today, a catering professional needs much more than just exceptional culinary talent. On-premise catering requires a broad range of knowledge, from accounting and marketing basics to multicultural etiquette and management skills. The most timely, complete, and authoritative guide available, On-Premise Catering is the definitive reference for professional and aspiring caterers. The book includes detailed, step-by-step information on every aspect of running a catering operation, from proposal development and pricing to setting up a function space and working with intermediaries and suppliers. This new edition has been completely revised with up-to-date coverage on event decor, menu writing, marketing via email and social media outlets, information technology, and much more. Written by two celebrated catering educators and one active professional caterer, the book combines the best of both the academic perspective and current real-world experience to provide an inside look at the field today. With sections on Marketing, Theme Parties, Meal and Beverage Functions, Function Room Selection and Setup, Production and Service Planning, Staffing, Financial Controls, and more, On-Premise Catering provides all the up-to-the-minute information catering students and professionals need to succeed in this exciting and dynamic field.

Foreword vii

Preface xi

Chapter 1 Overview of On-Premise Catering 1

Chapter 2 Sales and Marketing 35

Chapter 3 Theme Parties, Weddings, Outdoor Parties, and Special Events 109

Chapter 4 Meal Functions 145

Chapter 5 Beverage Functions 187

Chapter 6 Function Room Selection and Setup 221

Chapter 7 Production and Service Planning 265

Chapter 8 Intermediaries and Suppliers 305

Chapter 9 Staffing 333

Chapter 10 Financial Controls and Reports 353

Chapter 11 Working with Other Departments 393

Glossary 419

Notes 453

Appendix 455

Index 467

PATTI J. SHOCK, CPCE, is a professor in the Harrah Hotel College at the University of Nevada Las Vegas and the academic advisor at The International School of Hospitality.

CHERYL SGOVIO, CPCE, is Director of Catering and Convention Sales at the Thomas & Mack Center, Sam Boyd Stadium, and Cox Pavilion, all at the University of Nevada Las Vegas.

JOHN M. STEFANELLI, PhD, is a professor in the Food and Beverage Department of the Harrah Hotel College at the University of Nevada Las Vegas.

A comprehensive, contemporary guide to modern on-premise catering principles and practices

To succeed in today’s competitive and sophisticated on-premise catering market, catering professionals must be versed in a number of business and human relations skills, from basic accounting and marketing principles to working with intermediaries and suppliers. On-Premise Catering is the only complete guide that gives you all the knowledge and skills you need to succeed. This updated Second Edition covers new trends like online and social media marketing, as well as modern décor, effective menu writing, and catering in stadiums, casinos, and other large venues.

Written by celebrated catering educators with input from members of the National Association of Catering Executives (NACE), On-Premise Catering is the definitive professional’s desk reference and a complete guide for aspiring professionals. Every vital aspect of the business is covered in depth, from developing proposals to setting up function spaces, from pricing meal functions to staffing events. Written for both professionals and students, On-Premise Catering is a thorough and practical guide to this exciting and dynamic field.