How to Become a
Caterer

Insights from a Caterer

In order to get an inside look at how to become a caterer, we talked to Olivia Colt, who owns Salt & Honey Catering in Berkley, California. Here’s what she had to tell us.

What is the common career path for a caterer?

A person who goes into catering usually does so because they have a passion for cooking and entertaining.  I wanted to cook. So, like many who start in the business, I started by hosting small dinner parties and catering lunches to two local startups nearby.  Ironically, we have grown so much that I now have an executive chef and sous-chefs, but I am still happily in the food business.

Others come to the business from the culinary world, usually after culinary school, or after having worked in restaurants.

What should someone consider before becoming a caterer?

That you are not going to have a life. For the first 3-5 years and maybe more like 10 years you will work long hours of physical labor, standing on your feet.  While your product is glamorous, the work is not.  It’s also a male-dominated field, and you’ll have to have a strong ego to stand up them. You need to have a passion for the business and an unwavering belief in yourself. This job is hard.

Capital – this is a cash in, cash out business. If I were to do it all over again, I would have started with a nest egg or a small business loan to tide me over my cash flow. Catering is an expensive business.  Your products are highly perishable (food) and prices can vary greatly throughout the year. For instance, during the holidays, sugar and butter go through the roof.

What type of person excels in this job?

A person who connects: This business leans heavily on relationships—with your venues, food purveyors and artisans, and, of course, clients.  Developing relationships with your vendors can help you get better pricing, better payment terms, and the best quality ingredients and service. Clients are trusting you with some of the biggest moments of their lives, so you have to be able to understand their needs and deliver on your promises. And as I said before, you have to have a passion for the business.

What are some of the most important skills for a caterer to have?

This is not a profession for the faint of heart. You will have to work in the trenches for a long time before you are successful, so you have to have a long vision.  Most food businesses fail — up to 80 percent in the first few years.

Also, you have to believe in yourself. Never undercut your prices. Each job should be profitable. So be willing to walk away from a prospective job if they try to undercut your prices.  I used to panic if my calendar wasn’t full, but I have learned over time that work always comes through and the calendar always fills up. Don’t panic.

Be a good employer. Turnover in the food industry is huge, but you rely on your staff. Your employees work hard so you need to compensate them financially, as well as offer incentives — allowing them to development professionally and giving them opportunities to grow in their jobs.  Beyond that, in the San Francisco Bay Area we are competing against other deep-pocket employers so you need to treat your employees like a Fortune 500 does, and provide health, retirement and vacation benefits.

Deal with stress.  Our work is fun, but it’s stressful. You need to plan for things to go wrong so everything can go right. Also, clients are demanding and want everything on budget. Our goal is to always surpass their expectations.

Time management. You need to be great at delivering a product on time, and all the planning that goes into that. Enough said! Flexibility — be open to constructive criticism, leave your ego at the door because you need to respond to the clients’ wishes, not yours. Humility. Be open to suggestions and constructive criticism. Level-headed — you need to be able to communicate without being rash. Temperatures are high (literally) in the kitchen, so maintain your cool under pressure, with staff and guests. Leadership — be able to command and lead a team. Be able to sell: You are the face of the business, no matter how many people work for you. Know what your niche is, and be able to deliver a succinct elevator speech.  You always have to be selling, so make sure your website, social media and presentation show you off to your best advantage.

What do you find to be the most rewarding aspect of being a caterer?

Learning completely different skill sets. To be in business and to see it grow and evolve. Helping people learn and grow their own skill set.  Always invest in your team and reward them for a good job. We had two dishwashers who had a passion for food. Our executive chef trained them to be sous-chefs, and you couldn’t find more loyal employees. Gratification for a job well done. It may take months to prepare and plan and event, but in 10-15 hours it is done and it’s always fun to see what you can create. And, drumroll, the most satisfying part of the job is to hear that your client was thrilled with your work, and that you were part of someone’s celebration and you helped make it special.