CS+TSE Spotlight: Sebastien Centner, Tara Maxey, & Larry Frank

Managing the Big 3 Cost Categories of Catering & Events
3:00 p.m. Tuesday, February 13

Join Sebastien Centner, Founder & Creative Director of Toronto's Eatertainment, as he discusses managing the big three cost categories within the catering and events industry.

In the world of catering, managing three main cost categories holds the key to success or failure: food, liquor, and labor. These essential components can make or break a catering business, demanding careful attention and strategic management.

First and foremost, food costs play a pivotal role. Caterers must strike a delicate balance between sourcing quality ingredients and controlling expenses. Negotiating with suppliers, finding cost-effective alternatives, and minimizing waste are crucial steps to optimize food costs without compromising on taste or presentation.

Liquor expenses also require careful consideration. For businesses that serve alcohol, the cost of purchasing and stocking a diverse range of beverages can quickly add up. Managing inventory, monitoring consumption patterns, and negotiating favourable deals with suppliers can help control liquor costs and maximize profitability.

However, perhaps the most significant cost category is labor. Skilled and dedicated staff are vital to delivering exceptional catering services.

Ultimately, successfully managing these three cost categories requires a comprehensive approach. Regular monitoring, analyzing financial data, and adjusting strategies accordingly are essential for the long-term sustainability and profitability of a catering business.

Tara Maxey, Consultant, Certified Catering Consultants

Tara Maxey co-founded, operated, and co-owned Heirloom LA for 14 years. Launched in the recession in 2008, Heirloom LA emerged as a force in Los Angeles as the go to for celebrity and corporate drop-off catering, full service catering, and even a food truck which was named “The Best Gourmet Food Truck” by Los Angeles Magazine. While Tara served as Pastry Chef and Creative Director, Heirloom LA was featured most notably in Los Angeles Times, New York Times, Wall Street Journal, Vogue, People Magazine, Real Simple Magazine, C Magazine, Martha Stewart Weddings, among many others. During the pandemic, Heirloom LA pivoted overnight into an online ordering food delivery service, and launched Meals for People, a non-profit that raised over 150k to feed high need families in the area. In 2022, Tara sold her shares, and now works with Certified Catering Consultants.

The Deck, Your Sales Team’s Best Friend.
4:15 p.m. Tuesday, February 13

In catering, your website is your storefront, but decks have the power to be beautiful digital (and printed!) catalogs that help attract and retain specific audiences. When done well, they can save valuable time for your sales team by answering questions and concerns, and they can also shoot you miles ahead of your competition. Join Tara Maxey of Certified Catering Consultants, who specializes in marketing, kitchen, and sales operations, as she walks you through the steps you need to take to build a compelling sales deck.

Larry Frank, Partner, The Classic Catering People

Larry Frank is the Partner and Executive Vice President of Business Development for The Classic Catering People. While still engaged daily in assisting in the leadership, sales and operations areas, he currently focuses on business development. Larry seeks out ways to maintain and strengthen relationships with the company's core legacy clients, event planners, venues and developing new market opportunities. He was previously the company's Partner and Vice President of Catering where he directed the full service sales process, along with overseeing the hospitality team staffing, planning, and service logistics of off-premise catering events. Previously, he worked for the Hyatt Regency Baltimore as Director of Catering and Convention Services, Catering and Convention Services Manager, Banquet Manager, and Restaurant Manager.

Larry has his Bachelor of Science from the University of Maryland in Institutional Administration and is an Accelerent Baltimore Business Partner. Frank currently serves on the Pikeville Armory Foundation Advisory Council and has previously served on the American Heart Association Community Board, the Rotary Club of Baltimore, and the Owings Mills Chamber of Commerce Board.