After weathering the storm of 2020, three top caterers look ahead to the new year
By Sara Perez Webber
In the May/June 2020 issue, Catering Magazine asked seven seasoned caterers how they were “Weathering the Storm” in our cover story about the devastating business impact of the COVID-19 pandemic.
To mark the first issue of Catering, Foodservice & Events, we followed up with three of those caterers to find out how they’re faring and their predictions for 2021. Here’s what they had to say.
CATERER: Andrea Correale, President
Elegant Affairs, Glen Cove, N.Y.
elegantaffairscaterers.com
1. What are the most important business decisions you made last year to help your company best weather the events of 2020?
To immediately adapt to what was happening instead of remaining idle. We built an online store offering grocery delivery, family dinner delivery, and an upscale party box collection designed to feed 4-6 or 8-10 guests at home. We also computerized and put all of our business processes online. We built systems that allow most to work remotely. I spent the time to register Elegant Affairs as a women-owned business with multiple governmental agencies and started to go after big contract work.
We landed an account where we had to produce 10,000 hot meals a day, delivered. That went on for six weeks, followed by other government contracts. We are now set to start a few more.
2. Have you made any recent adjustments or decisions for your business to prepare it for the new year?
Yes! We have further developed our Party Box collection for at-home entertaining. We are in the process of building a new wedding/event venue in Southampton [N.Y.], and took on a building and venue with industry great Michael Cerbelli in New York City on West 30th Street. We are preparing it for COVID-friendly events.
3. How are bookings looking for 2021?
We are booking lots and lots of small weddings and not-for-profit galas.
4. Overall, what’s your outlook for the catering industry for this year and beyond?
I think it will be explosive. The key is to hold on to your team so you can successfully produce the influx of events when they come.
CATERER: Bill Hansen, CEO
Bill Hansen Catering & Event Production, Coconut Grove, Fla.
billhansencatering.com
1. What are the most important business decisions you made last year to help your company best weather the events of 2020?
To not cut back on sales and marketing—in fact, to take this opportunity to grow these efforts. We invested in Grant Cardone Sales Training for my sales team, and the results have been phenomenal. We have daily Zoom sales meetings every weekday at 9 a.m.
Also, we only used our PPP [Paycheck Protection Program] money to pay people who could contribute to our business…the others were furloughed and were able to collect unemployment. And we discovered the need for home delivery on holidays—Passover, Rosh Hashanah and Thanksgiving.
2. Have you made any recent adjustments or decisions for your business to prepare it for the new year?
Yes, we are focusing on helping clients find other venues, as my main venue Villa Woodbine has only a handful of desirable dates left through mid-2022. We’re booking weeknights now. Every once in a while a couple will postpone, which will open up the date, and it’s booked in a heartbeat by someone else.
I’ve also created a new brand, www.billhansen.com, to become the ultimate go-to resource for anyone planning a party, wedding, mitzvah, quinceañera, shower, corporate party or home party. We provide everything from catering, design and décor, music, planning with top planners in the area, transportation, wedding cakes, multi-media, accommodations, valet parking…the works!
3. How are bookings looking for 2021?
Amazing for weddings—the best year ever—but corporate is virtually non-existent, with flickers of activity, with minimal budgets.
4. Overall, what’s your outlook for the catering industry for this year and beyond?
Unfortunately, only the strong will survive. It’s sad to see so many of my colleagues close their doors, leaving everything they worked so hard for behind and their employees unemployed. Those who are able to pivot and make the most of what they have left will come back stronger than ever. Hopefully, corporate will rebound towards the end of 2021 with the COVID vaccine.
CATERER: Richard Nix, Jr., President
Butler’s Pantry, St. Louis
butlerspantry.com
1. What are the most important business decisions you made last year to help your company best weather the events of 2020?
Early on we came to the conclusion that in order to survive the pandemic, we were going to have to commit to adapting. And that’s what we did. The creativity and dedication of our team has allowed us to continue to offer interesting fare, festive beverages and unique experiences. It is because we are flexible and willing to work with our clients to find safe solutions that we quickly became the go-to for virtual events, from pulling off one of the first in St. Louis in April 2020, to planning others well into 2021.
2. Have you made any recent adjustments or decisions for your business to prepare it for the new year?
Over the last several months our leaders have been involved in a new program called MIBE Tribe [Make It Better Everyday]. We believe that by improving our own experiences internally, we can improve offered experiences externally. So, our new “Make It Better Everyday” mantra is already seeping into every corner of the business as we improve how we function, create and provide quality to our clients. For starters, I’ll be sending a quarterly letter to our clients to give an inside look at how we’re evolving, explain any new developments within our safety protocols and, of course, open up the opportunity for them to provide their feedback on how we can best serve them [to read the first letter, go to butlerspantry.com/a-note-from-rick].
3. How are bookings looking for 2021?
The second half of 2021 is certainly bright. We are seeing an increase in entertaining as we get into the second quarter, as this is when people are booking events outdoors on patios, terraces and lawns. So, while we’re anticipating a different buying environment, we are still going to be busy! In addition, one of our exclusive venues, The Coronado, is almost completely sold out when it comes to Saturday business. That’s incredible.
4. Overall, what’s your outlook for the catering industry for this year and beyond?
We’re looking at a return to entertaining as a marathon, not a sprint. We recognize that there will be a slow return to “how it once was.” But we also know that there are plenty of reasons and ways to celebrate in the meantime. For example, in recent months we have been planning more hybrid events, where clients can utilize technology with our venues to entertain a virtual and in-person audience. So whether we are facilitating in-person or virtual events, we will continue to adapt our creative offerings to ensure that people can celebrate safely…and fabulously!
