Welcome Home

Eat. Drink.

There is something exciting about living in one of the top food destination cities in the world. In August 2017, Bon Appetit Magazine named Chicago the “Restaurant City of the Year”. I am spoiled. I live in the heart of the hottest dining neighborhood in Chicago. It’s wonderful to know you can walk out your door and have the opportunity to dine at a hot restaurant every day of the week if you like.

However, there is something fabulous about going to the same old place. Having that bartender know you like your martini shaken, not stirred. Ordering from the waiter who knows you like your steak cooked rare and you hate mushrooms. Chatting with the owner when she stops by the table to say hello and to see what’s new in your life. These are the places that keep bringing you back because they always welcome you back home.

It is so important for your team to remember that we are in the hospitality business. The definition of hospitality is:

“The friendly and generous reception and entertainment of guests, visitors or strangers”. 

Customers have so many options today that you must make every experience memorable for a return visit. Food and Service are two essential items we provide that make memorable experiences for guests if we hire the best people. Your team needs to understand that hospitality is the fundamental element of our culture.

Inspire.

La Carreta Beach Club, Puerto Vallarta

I have been going to Puerto Vallarta, Mexico for the past fifteen years. I usually visit at least once a year for a two-week vacation. About ten years ago, my great friends, David and John, introduced me to a beach club called La Carreta. La Carreta looks like a typical club on Los Muertos beach; an open-air restaurant set in the back with rows and rows of umbrella tables leading to the Bay of Banderas. What is not typical is the level of service I receive every time I return.

It may be an entire year between my visits. But upon my return, the owner Romy welcomes me with a hug. He remembers me. I then say hello and get hugs from Enrique, Ricardo and Carlos because it has been a year since I have seen them too. They grab me a Pacifico Light with limón because they remember my beach drink. They also know I prefer the second row, like two tables rather than one and I am still an early riser and will be there each day by 9am. They have everything ready for me each day before I even arrive, with the reserved sign holding my spot.

Since David and John first introduced me, I have now brought numerous friends and family members to La Carreta. Why on earth would I go anywhere else? Romy and his team make me feel so special. They have made Puerto Vallarta and their beach club a second home for me.  Gracias amigos. I will see you again soon.

Continuing Education. Part Two.

Eat. Drink.

I recently wrote of the importance of continuing education and how leaders and management must encourage and invest in their team’s opportunities for growth. I also stated that the best salespeople always ask endless questions, stretch beyond their comfort zone and are continuously on the quest to always learn more to be the best they can be. This also means that these salespeople should go above and beyond what the company provides to continue to learn and grow.

How? Salespeople should invest their own money and personal time into continuing education to be the best they can be.  

I always appreciate this as a sales leader. We all have personal experiences and “extracurricular” opportunities when and where we learn. We are fortunate to work in an industry that is relatable and “tangible” during our free time. (I mean let’s be honest, what family member has not seen us looking at china patterns and commenting on service every time we go out to dinner?? And going to a relative’s wedding … fuhgettaboutit!). Bringing these out-of-work experiences back to the office only broadens all of our knowledge base. So spend your own dime on your own time out of the workplace to recognize that these extra “investments” spent are only furthering your knowledge base.

Inspire.

I recently dined at a Three Star-Michelin restaurant in a resort town in the southeastern Bavarian region of Germany. It was toward the end of our ten-day journey across magnificent Switzerland and Germany and I am embarrassed to admit, I was getting “fooded” out. I also knew the financial commitment was going to be about 500 euro each for food and wine (about $600 USD per person). However, I made the reservation at the Restaurant Uberfährt in advance, and I am a firm believer in honoring my commitments. The restaurant had fabulous reviews and I was destined to see what it was all about.

To say this was one of the highlights of my ten days abroad is an understatement. How often can one experience a culinary education like this? The three of us were all “varied” in our fine-dining history; one was a complete novice and actually intimidated; the other would normally experience this as a business transaction. I myself had only the good fortune of dining at Michelin star restaurants through my industry, always eating alongside chefs who ordered and guided me along the way.

We opted for the “seven” course which really turned out to be ten eye-opening and mouth-watering creations. The level of creativity impressed us as each dish was set before us. Chef Christian Jürgens passion was evident  as each course was designed to showcase his unique culinary art. The table and wine service was outstanding. I will let the photos explain the rest.

Eggplant and Chicken Mousse and Olives

Morrel

Golden Eye

Pavlova with Pineapple Strawberries

Patisserie

I now look back and am so thankful I did not cancel this unforgettable experience. It would have been a shame to miss the craftsmanship and art that was lovingly presented as food. We are lucky to be in an industry that allows us to learn from something that we do every day … eating, entertaining and inspiring.

Continuing Education

Eat. Drink.

The best salespeople ask endless questions, stretch beyond their comfort zone and are continuously on the quest to learn more to be the best they can be. The elite sales managers I mentor and coach push their teams beyond the scope of the 9-5 job. Sure, we can all do our job but after a while, it becomes the same & we want and crave more.

So how do we mix it up? How do we reboot after a busy season and want to start all over again? How can we be inspired to learn new things?

Through continuing education.

We are fortunate to be in an industry that provides an abundance of educational resources that are affordable, accessible and practical. We can join associations that provide relatable webinars, peer networking and regional workshops to teach us more. (Tip: Check out internationalcaterers.org). We can attend conferences to give us that annual boost to inspire us to think differently, hear fabulous speakers, attend trade shows and network with our peers. (Tip: Check out catersource.com). We also can dine in our respective cities, watch hospitality-designed programs, read magazines, engage in social media and travel.

Inspire.

I participate in several outlets to continuously educate myself and keep “my” industry and business fresh. I am honored to be on the ICA board for my sixth year, presently as the President’s Council Chair. I am an active Advisory Board member for Catersource. My coffee table is stacked with magazines to keep me inspired. I invest in travel to open my eyes to other cultures, foods and people.

Due to the geographic jackpot, I was able to spend four working day and nights in Lyon, France prior to meeting travel companions for a driving tour from Geneva, Switzerland to Munich, Germany. Lyon has always intrigued me as a city who’s people live and breathe food & wine with a passion. I had to invest the additional time, money & my curious and adventurous spirit as a solo traveler in order to educate myself on this historic and fascinating city. 

Bouchon- Le Un, Deux, Trois

Quenelles de Brochet (Pike Quenelle in Crayfish Sauce)

La Basilique Notre Dame de Fourviere

To say the Lyonnais are passionate about food is an understatement. Each evening I dined at a typical Lyonnais bouchon, which are warm, cozy restaurants serving regional, hearty specialties. I enjoyed local red wines, served in “pots” or “fillettes”. Paul Bocuse’s (may he rest in peace) love for his town and influence is felt everywhere. I visited his namesake culinary and hospitality school as well as the magnificent food hall, Les Halles de Lyon- Paul Bocuse. I grabbed my book and shopped with the locals at the Saint Antoine Market for fresh fruit, cheese and a baguette to eat a simple lunch along the Rhône. I signed up for a fantastic four-hour walking food and wine tour through Vieux Lyon that started with tasting local Saint-Marcellin at the fromagerie (cheese shop) and included stops for pates, local wines, authentic Jésus de Lyon (dry cured sausage), incredible ice cream, local craft beer and ended with the famous tarte aux pralines.

Paul Bocuse Mural

Les Halles de Lyon - Paul Bocuse, Chocolate

Lyon Food Tour- Tasting Cheese (Saint-Marcellin)

Lyon Food Tour- Bouchon Stop

Throughout my journey I took photographs, notes, menus, asked questions and was an inquisitive “student”. I wanted to better understand the beautiful culture that celebrates the “joie de vivre” lifestyle and that approaches food and beverage as a significant moment in every day life. This was important to learn and be able to bring back to clients back home.

As leaders in our industry, it is imperative that we encourage continuing education. We must provide inspiration, guidance and financial resources for our teams to get out there, explore new ideas and then share with the entire team. I know traveling to France is a fortunate and once-in-a-lifetime experience,  but it is up to you to find your “France” in whatever outlet you can. It can be a road trip an hour away from your home as much as it can be a new restaurant in a different neighborhood in your own town. Just go out and start exploring. Get excited to get out there, be willing to learn, share your findings and continue to be the best you can be.

Time is Money

Eat. Drink.

As a seasoned sales manager, it has been fascinating watching the media coverage of Amazon as it searches for it’s “second city”. Finally, a relatable case study that non-salespeople can understand what we really do! I have been following each step of the sales cycle as many cities have been vying for this big deal.  There are so many steps including the discovery process, delivery of proposals, site inspections, elimination of competitors and the final few cities still standing. Then, the waiting game.

Sales is not cut and dry. It is not just lunches, cocktails and afternoons on the golf course. It really does take time, effort, money, research, creativity and thoughtfulness for a sale to happen. However, it also takes one very important element which is often overlooked, qualifying the business opportunity.

Salespeople often feel the need to bid on every piece of business that comes their way. They cast a wide net hoping for a few fish. They are afraid to ask questions that will save them time and ensure they are the right fit. They make promises with the best intentions of figuring it out if the sale happens. 

No worries, we are caterers, we can figure out anything. By ignoring the qualifying stage, salespeople are wasting their own as well as other team member’s time. This is a true opportunity cost that could be spent on business elsewhere that is truly tangible, attainable and profitable.

Time wasted is money wasted.

 

Inspire.

The most impressive news piece regarding the Amazon search was in the Wall Street Journal, May 2, 2018, titled “Hi. It’s Amazon Calling. Here’s What We Don’t Like in Your City”. 

How great is that! 

Amazon is actually calling on some of the cities that have been eliminated to tell them why. And kudos to the cities that have actually asked for the feedback. Essentially, these city leaders should be learning from this process for a next time. Were they qualified to bid to be the second city? Did they read the RFP? Were they truly capable of fulfilling all Amazon defined? How much time, money and human resources did they put into the presentation? What can be learned for next time? What changes will they do when the next opportunity arrives? 

Chicago is still a contender in the Amazon bid for their “second city”. Two potential locations for their campus are within blocks of my office on Fulton Market. It will be interesting to see where this lands and if Chicago has what it takes to make this sale happen. For the amount of time, money and effort spent thus far, if we do not get it, I hope the city learns from the loss so they are ready to tackle the next RFP that comes our way.

¡GOL!

Eat. Drink. 

“I need you to work with my sales team. I want them to stop being order takers."  

This is the most “frequent” request I receive from potential clients for my consulting services. 

My typical response is:
“Do they have goals? Are their expectations defined, agreed upon and most importantly, written down?" 

Goals for salespeople are not just numeric. Goals can be anything and I encourage goals to be broad and creative. I recommend all sales team members to have 3-5 written goals defined each year.

They must be SMART. How do you make them SMART? 

You write them down and ask yourself these questions as you detail each goal:

Specific—What do you want to accomplish with this goal?

Measurable—How are you going to know when you reach your goal?

Achievable—Is this goal possible based on your available resources?

Realistic—Why do you want to set this goal and what result do you want from it?

Timely—What deadlines do you need to set to feel successful and keep yourself on task?

So how do you begin?

Start thinking about what goals you want for yourself and your team, have a brainstorming session and start writing down ideas. Let your team members come up with their own ideas. Each salesperson should always start with their annual sales goal and then develop two to four additional goals. 

These goals can be professional growth as well as personal achievements. And work through these for a few weeks until they start making sense to both you and your team. Just write them down to make them real and make adjustments as time moves on.   

Remember goals can also be fluid. Life changes, things change, but don’t let them change to make the challenge easier. Keep pushing yourself and your team so that they ALL reach their goals! ¡Olé!

 

Inspire.

Futból is my favorite sport. (Soccer for us Americano’s). I grew up in an Italian-American neighborhood in Upstate NY during the 1970’s surrounded by passionate soccer fans. Playing street pickup games every summer night. Tagging along with my sister’s travel team every weekend.  Watching Pelé play the Rochester Lancers in August, 1977. I couldn’t believe it; Pelé was in my town!  The soccer field was often a setting for several of my early life’s significant moments. To no surprise, futból became a significant player in my own recent goal setting.

In July 2014, I spent ten days in Playa del Carmen, Mexico with my sister and a friend. We planned on enjoying margaritas, beach clubs and the sun. What we did not realize was that we scheduled our trip during the World Cup which is the ultimate tournament for true futból fans to watch matches together. 

Fortunately, we were in a country that worshipped the sport and surrounded by people that lived for the next game (the tournament was in South Africa; we watched in bars, on the beach, you name it). One day we were El Tri fans; the next day we were Team USA. It didn’t matter—it was just a ball surrounding ourselves with people that were so passionate about the sport.

What does this have to do with goals? Because travel, meeting people, developing friendships and the beauty of memories of unexpected events makes one want to return to that place. I have been back many times now to Playa; each time enjoying new experiences while also visiting familiar places and friends.

It was on one such trip in January 2017 that I decided to set a new goal for myself … to start my own business.

I wanted to start my own consulting company. I drafted that goal on my terrace in Playa del Carmen. I wrote it down. I rewrote it. I made it specific, measurable, achievable, realistic and timely. It was SMART. 

The “Beautiful Game” taught me to start working for the life I've always wanted. To travel to Mexico and work there whenever I can.  To be around people who have such a love for life. To train hard and work hard.  To set goals and achieve goals. And to remember to keep score for myself and my achievements. Sure, there have been a few yellow cards, but no penalty kicks yet!

Now it’s April, 2018. I’m on that same terrace in Playa del Carmen. Sharing this story. Working from Mexico. Set your mind to it, work hard and make it happen. Go for the GOAL. ¡Olé!

The Human Touch

Eat. Drink.

Living in the culinary wonderland of Fulton Market in downtown Chicago, I have a choice of grabbing a cup o’ joe at several coffee houses within a half-mile radius.  Every custom blended local bean that can be grounded, roasted, steamed, poured-over and crafted imaginable. However my daily stroll takes me to the familiar green-logo’d mermaid a block away. Why? Not because they make the best cappuccino I have ever tasted; but because they have provided me the best customer service experience in the past ten years.  At this local corner shop, they have mastered the art of true hospitality through the human touch.

When you think of a corporate food service behemoth and the future of the hospitality industry, the conversation always leads to technological advances.  What does the consumer of today desire? Speed, efficiency and a “no wait” experience. Today’s urban consumer wants the ease of ordering from their smartphone. The drive-thru allows the suburban consumer to not even get out of their seat. Uber, DoorDash, Caviar and GrubHub have changed the face of our catering industry. Restaurants deliver food now and are “Caterers”. Technology has changed our world. It has certainly made things convenient for the customer. But is it better? Is it still the hospitality industry?

Jen and Jermaine

INSPIRE.

Several months ago I stopped in to grab my standard drink, a grande non-fat “dry” cappuccino. The barista was unfamiliar with “dry”, so I explained to him that I was recently educated on that as well (more foam, less milk). So as we were chatting up, I asked him his name. He said Jermaine. I said “Jermaine, I am Jen, it’s nice to meet you.” And it has been a pleasure to meet him. He has a lovely smile, demeanor and genuine pleasantness that is a welcome asset in any service industry.

Since my introduction to Jermaine, he has now trained others at the “shop”; “Lucy, that’s Jen. She has a grande non-fat dry cappuccino”.  There will be a line ten people deep and Jermaine will see me, smile and say “ Hi Jen!”.  You can see everyone in the line turn around thinking, who is this Jen person?  To think such a large corporation has created such a community for me as a customer, why would I go anywhere else that is so impersonal?

So each and every morning, I continue to marvel at the beauty of my simple five-minute hospitality experience. This really comes down human touch vs. technology.  When it comes to the service industry, I am still leaning toward the conversation, the smile, my daily hello and knowing someone’s name. I’m not just “Jen” on a label.  Thanks Jermaine.  I appreciate you keeping me in touch with true hospitality.

The Number One “Thing”

Eat. Drink.

I am often asked what the number one “thing” a client is looking for in a sales consultant. Sure, we all want our sales consultants to be honest, responsive, trustworthy, detail-oriented, friendly, fun and intelligent. But the number one “thing” a client desires? A client wants a partner as a sales consultant that evolves into a long-standing, fruitful relationship.

The client benefits from the consultant’s expertise, knowledge, great product offerings and the return on investment from producing spectacular events. The sales consultant benefits from another notch in their experience portfolio “belt” as well as a boost to their paycheck. But how that relationship is nurtured and developed is the key to a continued, returned success.

Our business is not always tangible: How a client feels is often more important than how the event looks or how the food tastes. Clients will overlook price variance if they will be taken care of by someone they trust. Clients want you to listen and they want to be heard. Clients want to win sometimes. Let them. Be accessible, show genuine interest and provide honest feedback to each other to continue to grow in the relationship together.

 Sales consultants should never say, “Let me ask my boss and I will get back to you”. Or even worse, “Sorry, that’s our policy”. Be in the client’s court and be the decision maker. But stand firm when something is not right and educate the client on the why for next time. Showing self-confidence in your own abilities is a very strong “statement” above and beyond what is in your sales toolbox. 

Inspire.

Next year will be the 20th anniversary of my relationship with Jo and Newt, two of my all time favorite “clients”, if I even call them “clients” at this point. I met Jo and Newt in 1998. They were planning their 50th wedding anniversary celebration and were shopping around for a caterer to produce the event for their special evening. 

I say we are celebrating “our 20th anniversary” next year because we are still remembering our first meeting and how our friendship and business relationship has since developed. There have been several events since that first large one. I bet, at least one a year, all much smaller in size but none less important. 

I see Jo and Newt about four times a year. We catch up over lunch. We talk about our lives, families, children, politics, Chicago, friends, travel, movies and television. Catering is the least of our interests and topics to talk about. I often call Jo just to check in and say hello and see how she and Newt are doing. We have become lifelong friends. I absolutely love and adore them both. 

Now I no longer work at a catering company. When Jo and Newt need an event, I stay involved. I know what they have come to expect in the past 20 years. I know their likes and their dislikes. Where they keep everything in their kitchen. I am there out of respect for them and the time we have built into our relationship. That’s what friends do for each other. I will be their “caterer” forever. And they will be my “client” forever. But it didn’t start that way. It started with the one thing Jo and Newt were looking for in a sales consultant 20 years ago.

Memorable Michigan

While reviewing business in central Michigan, I took some time to see what was brewing in East Grand Rapids, Michigan.  My favorite stops included these five delicious establishments; That Early Bird Cafe, D’art Donuts, VanDer Mill Cider, Donkey Taqueria and Rowster Coffee. 

My overall synopsis of these five “gems”… They stayed in their lane. They know who they are. They didn’t overcomplicate service, food, presentation or their environments. They all have tight menus and know their strengths. And their food was excellent, creative, impactful and memorable.

Caterers of all sizes…as you evolve and grow, remember this. Stay in your lane and stay true to your core and who you are.  Remember why you started in this business and where your team's passions and talents should be focused.

Review these photographs and open these website links below for creative inspiration. And visit Grand Rapids, Michigan the next time you are traveling the Midwest. It’s a fantastic city to explore.

That Early Bird Cafe

That Early Bird Cafe
thatearlybird.com
Maple Pecan Scone. Egg Sandwich on homemade English Muffin with savory Rosemary Aioli. Homemade Biscuits and Chorizo Gravy. Order at the counter and they deliver to you. Fresh, delicious food in a comfortable casual environment.

D’art Donuts
dartsdonuts.com
The perfect donut shop to get a box “to go” after you just ate a complete breakfast across the street at That Early Bird.  Michigan Honey Glazed, Lemon Blueberry, Boston Cream and Whiskey Bacon.

D'arts Donuts

VanDer Mill 
vandermill.com
Flights of hard cider including Nunica Pine, Ancho Mama and Ginger Peach paired with the best plates of Ham & Doughnuts and Fried Smelt & Chips. Michigan at it’s finest.

VanDer Mill

Donkey Taqueria

Donkey Taqueria
donkeygr.com
Tacos al pastor, tacos carnitas, queso con chorizo an ice cold Pacifico and Sol. Sit at the bar and order the Oaxacan Old-Fashioned

Rowster Coffee

Rowster Coffee
rowstercoffee.com
An absolutely perfect double espresso with sparkling water side and crafted cappuccino were served up to the bar counter with two croissants. Simple and delicious.

It’s Time to Get Back to School … Sales School!

Ah, as an original Upstate New Yorker, there was nothing like this time of year. Crisp autumn mornings. Gorgeous yellows, reds and changing greens of leaves. Apple cider and cinnamon donuts. Football. Jeans and sweaters. Going back to school. Living in the Midwest now, I still get this fabulous change of seasons and September is still my favorite month of the year. I LOVE THE FALL!

There is something else I always loved about this season … it was also that time of year when I would sit with my sales stars to develop next year’s goals, individual sales strategies and plan for the upcoming year. It was that time to recollect on the year thus far, look at what worked, what didn’t work so well and focus on what was ahead. It was mentally “back to school” time to buckle down, strategize and get their individual plans together. As their sales leader, I then collected all the individual plans to develop a company wide annual revenue goal with overall strategic plan. Why did I start this process now? I wanted it to be methodical, well-thought out and “massaged” so the final result would be completed and buttoned up by mid-November. Once the holidays hit, we were all too busy to focus on anything strategic and then boom, it’s the new year.

This strategic goal development process is a daunting task if you have never tackled it before. However, it is imperative for sales and executive leadership to encourage this as they grow their organizations, now. SALESPEOPLE WANT GOALS. They want to be successful, accountable and have defined expectations. The easiest way to start measuring tangible success is writing down an agreed upon achievable numeric goal. This is the first and initial step toward individual sales success that in turn results in team success.

Get your team back to school now. Do not wait until the new year begins. That’s kind of like being the last person in the lunch line.

Front of House AND Back of House—not versus!

There is always a silly assumption in the catering business that the front of house and back of house does not get along.

“The sales team does not know how to sell food!”

“The culinary team never understands what the client wants!”

The list could go on and on. Get over it, caterers! You are missing out on the best, most collaborative internal business development relationship that I can guarantee will increase your sales, enhance your client partnerships, and improve team morale if you realize the culinary team can and should be an active and collaborative participant in your daily sales processes.

Encourage your sales consultants and chefs to tackle a few of these team initiatives together and see what happens:

Food is beautiful!

Tastings

This is imperative. START THIS TODAY. Food is cool. Food is trendy. Food is sexy. Your chef is the most exciting person for a client to see in the tasting room. This is their stage. Let the culinary team be the lead performers. Sales consultants should absolutely assist in best supporting roles. Please—no excuses that chefs are not “customer friendly.” This is not acceptable; arm the culinary team with client information, event and venue data, and then also provide communication and customer skill relations training if necessary. Lastly, have the culinary team sit in a tasting as a guest to “feel” the experience to understand the client and sales perspective.

 

Sales training educational sessions

Encourage hands-on training and educational sessions so sales consultants can better understand the products they are selling. Invite outside industry experts to your office to conduct training sessions—including your local farmers, wine producers, produce vendors, meat purveyors, and fish and seafood suppliers—anyone that can explain their products directly from the source. Knowledge is power and clients will buy from a salesperson that is confident in the product they are selling.

 

New product roll-outs with invited clients

Invite a select group of inspirational clients into the kitchen for a “casual” new product roll out. The environment should be as comfortable as if you are inviting them to your home.  Provide feedback forms, keep the roll-out to a structured time frame, and print tasting menus. Have service staff available and offer creative alcohol-free beverages. Taste a broad selection of menu items, show the products on new equipment, and create an environment for these trusted clients while asking them in return for valuable, honest feedback. It is very important that you curate an appropriate list of clients and keep the list small so this feels intimate and special.

 

Daily photo shoots

Create a photo lab in the kitchen. Keep a camera set up at all times and establish a process of photo share with the sales team that is manageable and timely. This will encourage the sales team to expand the portfolio of products they sell as they see more options coming from the kitchen and what other salespeople are selling and showing. Make sure the photos are client appropriate and visually appealing so you can use these for your social media initiatives as well.

 

Production meetings

Chefs and salespeople sit in hours and hours of production meetings. Rethink your meeting structure. Is it collaborative and forward thinking, or is the team spending hours over what happened in the previous week? Evaluate your existing communication systems and processes and the “meetings have always been done this way” mentality and start looking at the cost and time of these lengthy meetings.

 

Sales meetings

Invite the culinary team to every sales meeting and give them 15 minutes to share new ideas, implement changes, and be creative.

 

Dining budget

Give your culinary and sales team a monthly budget to explore hot, new restaurants in your city… together. Not only does it give the team a creative boost, but it also develops the relationship among your players and inspires new ideas and fun.