CATERING PROPOSAL FOR THE ITALIAN SCALLION

 

 
 
 
 
 
 
 
 
 


Table of Contents

 

Executive Summary....................................................................................................iii

Introduction............................................................................................................1

Proposed Menu.........................................................................................................3

Start-up Costs........................................................................................................5

Conclusion..............................................................................................................7

Appendix...............................................................................................................8


                                                                                ii


Executive Summary


This proposal is to introduce the concept of implementing a catering service at the Italian Scallion in Pasadena, MD.  Providing this service will directly allow the Italian Scallion to increase profits and generate more restaurant business.  Additionally, an indirect result will be increased recognition within the community.

Initially, the primary target will be the local real estate and mortgage businesses.  Later, a secondary target will be other businesses and homes within the community.

The catering service should be very informal (not full service) and relatively inexpensive.  The catering menu should be very similar to the dinner menu.  With the exception of pizzas, strombolis and calzones, all menu items should be able to be produced in large quantities and should make attractive catering presentations.

Potential customers will be informaed of the new service through flyers inserted into the dinner menus.  Table toppers can also be made at no cost to you and placed on each restaurant table.  ADditionally, print materials marketing the service will be distributed to the area businesses.

There is no financial risk, and start-up costs are minimal.  Publication of the flyer and table toppers would be the only cost.

                                                                                iii


Introduction


The Italian Scallion is a fast growing franchise operation.  With sixty restaurants already in operation and 250 more already planned, this is a company that needs to stay ahead of the competition.  An informal catering service through the restaurants could provide a competitive advantage while building recognition on the restaurants' excellent reputation.

A simple menu consisting of the food items already offered would be sufficient to entice potential clients.  Soups, salads, pastas, and sandwiches are all anyone needs for a delicious meal.

This suggestion is based on my fifteen years' experience as the manager of a small gourmet deli in Pasadena.  The deli provided some catering but did not have the facilities to provide anything more than sandwich platters, cheese trays, and vegetable trays.  Nearly every day calls cam in from people wanting caterign services the deli could not provide.  Monies could have accrued to the business.

I began working at the Italian Scallion when the restaurant opened six months ago.  It is only one block from the gourmet deli.  Based on my experience of the immediate community and its needs, it is my opinion that offering catering services would greatly increase profits and restaurant business.  There will not be any competition from the deli; the deli cannot provide the services that the Italian Scallion could.

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The catering service should be very informal and inexpensive.  The primary target is the local mortgage and real estate businesses.  These businesses are always looking for low cost lunches that they can provide potential clients during meetings.

In this proposal I will also discuss low cost, effective ways to advertise this new service.

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Proposed Menu


Several salad dishes and most of the pasta entrees would make great catering dishes to offer clients.  These particular items present nicely and keep well.  Two of the sandwiches should also be offered.  all of the soups should be offered by the gallon at a set price.

A catering service offered at the Italian Scallion would give a competitive advantage.  Only one restaurant business within a five mile radius offers any type of catering service.  Except for the local grocery stores, there is nowhere for a customer to purchase any type of catering service.

The only type of catering services the grocery stores offer are lunch meat trays, cheese trays, chicken wing trays, etc.  Nothing as nice as the food the Italian Scallion offers.  Professional companies want professional products to offer their clients.  The Italian Scallion offers that.

Most of the Italian Scallion's food can be produced in quantity, especially the more popular entrees and salads (see proposed menu).  Customers in this community offer comments expressing appreciation for the healthier varieties the Italian Scallion offers.

Marketing materials would clearly state that this catering service would not provide sit-down service, nor would the Italian Scallion provide tablecloths, cloth napkins, or silverware.  The Italian Scallion would provide prepared food that can be heated (if ncessary) by the customer.  Additionally, this type of service would keep costs reasonable for the customer.

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Start-up Costs

Since the Italian Scallion is an established restaurant, the start-up cost would be minimal.  A small flyer inserted into the dinner menu and distributed is all that would be required to pilot this proposal.  The menus could also be taken to the target businesses.

Table toppers are another cost free way to advertise.  The liquor distributors offer small signs called table toppers to place on the restaurant tables.

The flyer should announce the catering service and announce that receptions, parties, office lunches, and meetings are provided.  For an example of such a flyer, please see figure 1 (not included).

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Conclusion


The Italian Scallion is a growing franchise that is planning for tomorrow.  A community need for catering services that could be met by this franchise restaurant has been identified.  They are successful and enjoy an excellent reputation now in selling a proven product; it is time to expand to include catering.

Little start-up cost, and hence no financial risk involved, a catering service could be very profitable.

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This is an excerpt of a proposal, so the page numbers will not match those listed in the Table of Contents.