When planning the food and beverage for any event, it's important for 

EVENT PLANNERS  to consider several "not-so-obvious"

catering menu planning items to help ensure a successful program. Consider the following when planning your menu:

1. Know Your Guest Profile

What is the profile of the guests being invited to the event? For example, most business people attend many events throughout the
year, and the phrase "rubber chicken circuit" is common among political, business and fundraising circles (and others). To prevent
your event from having this description, consider the following:

 The professional level of your guest.

 The frequency your guest attends similar events.
 The location where guests reside.
 The ethnic background of your guests.

2. Know Your Guest Preferences

Understanding the profile of your guest, this allows the EVENT PLANNER  to begin considering what menu options to offer. The
following will help you better plan to meet their needs:

 Older groups of attendees may prefer a milder menu.

 Attendees concerned about health may prefer more seafood and vetables options.
 Younger or middle-aged attendees may prefer spicier, more adventurous meals.
The idea here is to consider what your guests will enjoy the most based on the type of event you are planning.

3. Provide Menu Choices

Anyone planning an event should offer several choices so that all guests will be pleased with what's available. Some general
guidelines:

 Offer at least two choices of entrees (three is better).

 Offer three or more salad dressing options.
 Serve all condiments on the side.
 Offer two dessert options: one very indulgent, one healthy.

4. Incorporate Seasonal and Fresh Items

When selecting the menu, the time of year should play a large factor in determining food and beverage. Take into consideration
which items are in season for spring or winter menus. Another important factor is to consider the region or location of the event and
popular food items from the area. Incorporate fresh seafood or regionally grown produce.

5. Select a Menu that Fits the Event Schedule

Sometimes the clock will be the greatest guide to determining hte menu for an event. Some examples:

 Box lunches are best if you have 30 minutes or on the go.

 Plated meals usually requires at least 1.5 hours.
 Buffets may be finished in about 1 hour.
 Cocktail receptions require a minimum of 1 hour before dinner.
 Working breakfasts or lunches should incorporate menu items that can hold up for longer periods of time than others.

6. Anticipate Special Needs

Before any event, it is critical for an EVENT PLANNER  to find out if any of the guests have a special need so that the catering
manager can address those needs prior to the event. Considerations include:

 Food ALLERGIES
 Religious requirements
 Dietary restrictions
 7. Allow for a Comfortable Room Setup
Choose the appropriate room layout that supports your event objectives. If you're serving a meal, the tables will be filled with used
dishes and glassware, in addition to binders, notepads and pens. That's why it's important to choose the best room setup, and
allow space for people to move. Examples:

 Boardroom setup should be for a maximum of 15 guests.

 U-shape and rectangle table layout to PROMOTE  discussion.
 Classroom style is great for a presentation.
 Banquet style PROMOTES  small group discussions.
Regardless of the setup, allow for people to spread out. Tip: Setup for 8 in a 10 person BANQUET TABLE .

8. Create Ethnic or Regional Menus

I'm a huge fan of planning events that have ethnic-specific themes. This allows an EVENT PLANNER  and the executive chef to
work together to bring region-specific and international foods into your event, and this will definitely please guests. Common ethnic
catering includes the following:

 Asian/Chinese/Japanese
 French
 German
 Greek
 Italian
 Mexican
 Middle Eastern

9. Consider the Final Presentation of Food and Beverage

We eat with our eyes and our nose before tasting it. Whether it's served plated or buffet, a catered meal should visually colorful
and fragrant. Therefore, the presentation of food should make your guests want to eat it. This means linens and decorations that
complement the theme of the meal. If it doesn't look good and smell good, your guests will not be happy.

How to Write a Business Plan for Catering

by Jessica Jones, Demand Media

Create a BUSINESS PLAN  when STARTING A CATERING BUSINESS  to help guide you through each stage of business
development. Because there is much to consider when starting a business, a business plan may help you stay focused and reduce
stress. Business plans are commonly used when seeking financing from banks and other lending institutions. Your business plan
should contain four or five sections and include information about the your vision of the business, start-up costs, licensing and
marketing strategies.

Step 1

Describe your catering service and the types of foods you want to prepare in the first section of your business plan. Some catering
services serve guests at the table while others provide buffet-style meals where guests can choose from a variety of foods,
beverages and desserts, and, in some cases, serve themselves. List specific types of food, such as Asian, Italian, German or
American cuisine, as applicable and a sample menu if possible. Indicate whether you plan to provide tables, table settings, chairs
and other items needed for an event if requested by the client or if you plan to outsource this work to an event rental company.

Step 2

Determine the amount of space needed to run your CATERING BUSINESS  in the second section of your BUSINESS PLAN .
Depending on your needs and budget, you can lease commercial kitchen space, rent space from a restaurant, share a commercial
space with another caterer or work from home. Leasing commercial kitchen space can be expensive, so sharing a space with
another caterer, using a restaurant's kitchen after closing or WORKING FROM HOME  may be more cost effective. Contact local
 commercial real estate agents to inquire about available industrial kitchen space or contact local restaurants to ask if they rent out
kitchen space during off-hours, which are usually late at night or early in the morning. Working from home typically provides limited
space to work unless you have a large kitchen, so keep this in mind when determining the amount of space needed to work
comfortably.

Related Reading: How to Find a Template to Write a Business Plan

Step 3

Create a list of kitchen equipment needed to operate your business. Consider the amount of room needed to prepare and store
food as well as the amount of room needed to use and store cooking equipment. Equipment may include industrial ovens,
large REFRIGERATORS AND FREEZERS , counter space, food storage space, and storage for small kitchen gadgets such as
food processors or pasta makers, knives and other utensils, pots, pans and mixing bowls. Visit restaurant supply stores, online
vendors or cooking stores to estimate equipment costs.

Step 4

List all permits needed to legally operate a catering business in the third section of your business plan. Apply for a food dealer's
permit if you plan to sell food to the general public. Permits are provided by the City of Houston Bureau of Consumer Health. You
do not have to apply for a food dealer's permit if your company will cater private parties or family events. Additional permits such as
an FOG (to clean grease traps), frozen desserts retail establishment permit and temporary food dealer's permit (if catering an
outdoor public event) may be necessary depending on the catering services you plan to provide.

Step 5

List additional start-up costs such as phone, Internet, insurance and transportation costs in the fourth section of your business plan.
You may need to purchase liability insurance to protect your business in the event of a lawsuit or settlement, workers'
compensation insurance if hiring employees, additional auto insurance or homeowners' insurance if running your BUSINESS
FROM HOME . Contact your insurance company to determine your insurance needs. Include a copy of all insurance policies in
your business plan.

Step 6

Create a marketing strategy for your business in the last section of your business plan. List ways in which to meet potential clients.
For example, if you want to cater family events, hand out marketing materials such as brochures, flyers and business cards at local
parks, family restaurants, day care centers and grocery stores. Contact local businesses if you are interested in catering corporate
events to schedule an appointment to market your services. Meet with local wedding planners, photographers, public relations
firms and other businesses that help plan events. Bring a sample of your food to showcase your talents and encourage referrals for
your services.

Tip

 Complete food handlers training is offered by the Bureau of Consumer Health in Houston and online training is provided by
the state of Texas to those companies operating outside of Houston. This training teaches you how to properly handle food to
prevent food-borne illnesses such as botulism and salmonella and provides additional credibility to your business, especially if it is
operated from a home.
Warning

 To maintain a food dealer's permit in Houston, your catering business is subject to two unannounced health inspections
per year. Inspections of all food preparation areas, food STORAGE AREAS  (dry goods, freezer and refrigeration), temperature
logs, sanitation areas and dish-washing stations are conducted to ensure a safe food preparation environment. Failure to comply
with health inspection standards may results in non-renewal of your food dealer's license.