A Caterer’s Viewpoint
The Look! The Appeal!
by Susan Niemann
Do you think that Carrie Bradshaw would have been as appealing as she was if
she were wearing a pair of Dockers and PF Flyers? Food is like fashion…it’s
all about the look and the appeal!
Whether your presentation is on fine china or on disposable
it has a lasting effect on the buyer. Though the taste is also
important, it is the presentation that sells the product. Think
about it, you’re shopping at the grocery store and you’re
looking for a specific product but not a special brand, which
one do you normally purchase? The one that looks most attractive
and appealing to you. This is the same way it works for food
presentation. When we do tastings for clients at Ridgewells,
we have often found that the overall presentation of the item
is what sells.
Yes, we are in the food productions business, but we do understand
that packaging and presentation are the two critical elements
for making our product a success. Whether presenting our Cured
Salmon Carpaccio Style on large white ceramic platters, our Seafood
Antipasto on a jeweled beaded glass plate, or delivering our
Classic Cookie on disposable, the presentation and packaging
of these items are what the client sees first. And as we know – “first
impressions are always lasting.”
We have a very diverse clientele and therefore, our Chefs must
constantly think of new and innovative ways to present our menu
items. We have a very wide selection of plates and platters along
with other unusual techniques which are introduced based on the
type of event. For example, a colored dessert station; all items
are presented in whatever color the client desires. For a buffet,
the items are displayed on large slabs of sugar and decorated
with sponge sugar. This has become a very popular theme for events
because it is unique and it adds to the decorative elements of
the room.
Always think about how your presentation and will appeal to
your audience. A positive impression is what brings success.
Susan Lacz Niemann is the one of three principals and CEO of
Ridgewells, Inc, a full service catering company based in Bethesda,
Maryland. She is also a member of the Board of Directors of
the International Caterers Association (www.icacater.org).
She can be reached at 301 652 1515 or via www.ridgewells.com.
If you would like to see specific topics on off-premise catering
addressed in future columns, feel free to e-mail her at sniemann@ridgewells.com.
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