06/09/2023
Unlocking Summer's Potential: Catering Companies Thrive in the Heat
The sizzling summer months bring more than just sun-soaked days and balmy evenings; they offer a golden opportunity for catering companies to heat up their business. While some small enterprises exclusively operate during this season, others seize the chance to diversify and bolster their revenue streams.
Meet Lyn Blake, a resident of Bromley who spends most of the year as a private hire cab driver. However, when summer rolls around, she transforms into the force behind Orange Festival Foods. Her business specializes in satiating the insatiable hunger of backstage crews at the UK's most celebrated music festivals, including the likes of Glastonbury, Latitude, and Leeds.
Blake's journey into the world of catering was unexpected. "I'd never worked in catering before," she reminisces. "I'd owned shops and even ventured into insurance brokering at one point." In 2009, together with her late husband, she embarked on the venture that became Orange Festival Foods. Their debut festival was Latitude, an opportunity they seized when they learned the festival was in search of a new caterer.
"My late husband, Tony, was a civil engineer and project manager," Blake explains. "He saw this endeavor as akin to any large project. We needed a kitchen, chefs, chairs, tables, staff, food, pots, pans, and various other supplies."
This summer, Blake's Orange Festival Foods will be in full swing at Latitude and Leeds. Over five-and-a-half days at each event, they'll prepare and serve an astonishing 20,000 meals, often working grueling 20-hour days. Beyond the catering and front-of-house staff, Blake oversees a team of young volunteers.
Planning for these culinary marathons begins as early as February. "I need to determine the number of attendees we're catering for, calculate the required staff, and anticipate supply and transportation costs," says Blake. "The planning must be meticulous. We rent a production kitchen and liaise with suppliers well in advance to secure our stock. Every meal we serve is freshly prepared on-site, and we accommodate a wide array of dietary needs."
Running a seasonal business does present cash flow challenges for Blake. She elaborates, "To cover certain expenses, I must come up with a substantial amount of cash upfront. Fortunately, my food suppliers extend a 30-day credit, which eases the financial burden."
Despite its seasonal nature, Orange Festival Foods constitutes the majority of Lyn's annual income. She reflects, "Driving a cab is simply something I do to stay busy during the winter."
So, what's the recipe for a thriving seasonal business? According to Lyn, it's all about meticulous planning. "You must be exceptionally organized, ready to put in the hard work, and, in my line of work, possess strong project and people management skills," she advises. "Compliance with legislation and health and safety regulations is paramount, especially in the food industry. When I started, I reached out to my local environmental health service and followed their guidance to the letter. Being a seasonal business doesn't grant you a pass on rules and regulations. We maintain the highest food hygiene standards, even when cooking in the great outdoors, come rain or shine."
Summer also provides an opportunity for businesses to diversify and generate much-needed additional revenue. Consider the dynamic duo of Arlene Caddow and Mark Kendall, who own and operate Fat Fowl, a bustling licensed cafe during the day and a popular restaurant by night in Bradford on Avon. They also manage the adjacent Roost tapas bar and Le Petit Coq deli.
During the summer season, they expand their horizons by catering for weddings, some of which take place on their property on the outskirts of town. Arlene explains, "We host wedding parties at the restaurant and cater at various venues. However, since the recession, we've been hosting weddings in a marquee in our garden." This picturesque setting can accommodate over 250 guests and offers full facilities, allowing couples to save money by supplying their own alcohol.
In the world of catering, summer isn't just about soaring temperatures—it's a time when businesses can thrive, adapt, and seize new opportunities, turning the heat into a recipe for success.
