More than meets the eye

by Laura Hansen

Successfully plan your next business party

In December, many pieces crossed my desk regarding how to manage a company holiday party. When this happened, I began thinking about how much I had recently learned regarding the catering business, and how companies can be more effective when planning any event (internal or for clients) that involves food and libations.

I spoke with two experts, the first being Tom Walter who is the CEO of Tasty Catering, located in Elk Grove Village, Ill. Tasty specializes in business and corporate catering and will finish up 2007 having served food for more than 10,000 events. I recently toured the company’s facility and realized there is a lot more to catering and designing a party than meets the eye.

Inside Tasty’s facility is every kind of table, chair, uniform, serving device, lighting element or decoration that could be imagined. Many tend to think that catering is comprised of a few warm pans of food and some plates and utensils. However, if catering were that simple, everyone would be doing it! Most likely, you are well aware that there is an entire event planning industry. Corporations spend billions of dollars annually on food and entertainment.

Here are a few of Walter’s tips for those making decisions about any event where serving food is a consideration:

• Cuisine for events needs to be tied to demographics – this includes cultural considerations, food allergies and pleasing eating types such as vegetarians. It is also important to make sure there are some non-seafood items available.
• When selecting a menu, certain issues should be taken into consideration such as time of day or when the event is to be held. For example, for an executive business lunch, lay off the carbohydrates to reduce post-meal napping.
• Food can be sentimental; an emotional bond may be created when you consider what items will be served. "My boss loves Dove Bars – can we have those as a special treat?" Adding nostalgic elements to the menu can also be a fun and creative endeavor.
• Hire outside experts to manage the event. You can go with one company that does it all, or hire more than one for a particular specialty. Tasty, for example, has at least 15 industry consultants who tap into everything from entertainment to decorations.

Molly Schemper, owner of FIG Catering (FIG is For Intimate Gatherings) in Chicago, provided these tips:

• Less is more, as it is better to offer fewer food and drink choices. Well thought out food and beverage selections (no more than four types of wine or beer, including light, and non-alcoholic options) will keep your guests and your budget happy. For example, if you know that cocktails are a must, develop a signature drink that guests will remember, and scale back on the wine and beer.
• Do not select a menu that is too exotic. It is best to think traditional with a twist.
• In general, casual affairs work better. Cocktail style parties with hors d’oeuvres and drinks get people moving. This type of event also allows people to come and go as they please.

Plan, use professionals, work within a budget and keep in mind, these days, there is no need to be overly extravagant.