Catersource is part of the Informa Connect Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Front of House AND Back of House—not versus!

There is always a silly assumption in the catering business that the front of house and back of house does not get along.

“The sales team does not know how to sell food!”

“The culinary team never understands what the client wants!”

The list could go on and on. Get over it, caterers! You are missing out on the best, most collaborative internal business development relationship that I can guarantee will increase your sales, enhance your client partnerships, and improve team morale if you realize the culinary team can and should be an active and collaborative participant in your daily sales processes.

Encourage your sales consultants and chefs to tackle a few of these team initiatives together and see what happens:


Food is beautiful!


This is imperative. START THIS TODAY. Food is cool. Food is trendy. Food is sexy. Your chef is the most exciting person for a client to see in the tasting room. This is their stage. Let the culinary team be the lead performers. Sales consultants should absolutely assist in best supporting roles. Please—no excuses that chefs are not “customer friendly.” This is not acceptable; arm the culinary team with client information, event and venue data, and then also provide communication and customer skill relations training if necessary. Lastly, have the culinary team sit in a tasting as a guest to “feel” the experience to understand the client and sales perspective.

Sales training educational sessions

Encourage hands-on training and educational sessions so sales consultants can better understand the products they are selling. Invite outside industry experts to your office to conduct training sessions—including your local farmers, wine producers, produce vendors, meat purveyors, and fish and seafood suppliers—anyone that can explain their products directly from the source. Knowledge is power and clients will buy from a salesperson that is confident in the product they are selling.

New product roll-outs with invited clients

Invite a select group of inspirational clients into the kitchen for a “casual” new product roll out. The environment should be as comfortable as if you are inviting them to your home.  Provide feedback forms, keep the roll-out to a structured time frame, and print tasting menus. Have service staff available and offer creative alcohol-free beverages. Taste a broad selection of menu items, show the products on new equipment, and create an environment for these trusted clients while asking them in return for valuable, honest feedback. It is very important that you curate an appropriate list of clients and keep the list small so this feels intimate and special.

Daily photo shoots

Create a photo lab in the kitchen. Keep a camera set up at all times and establish a process of photo share with the sales team that is manageable and timely. This will encourage the sales team to expand the portfolio of products they sell as they see more options coming from the kitchen and what other salespeople are selling and showing. Make sure the photos are client appropriate and visually appealing so you can use these for your social media initiatives as well.

Production meetings

Chefs and salespeople sit in hours and hours of production meetings. Rethink your meeting structure. Is it collaborative and forward thinking, or is the team spending hours over what happened in the previous week? Evaluate your existing communication systems and processes and the “meetings have always been done this way” mentality and start looking at the cost and time of these lengthy meetings.

Sales meetings

Invite the culinary team to every sales meeting and give them 15 minutes to share new ideas, implement changes, and be creative.

Dining budget

Give your culinary and sales team a monthly budget to explore hot, new restaurants in your city… together. Not only does it give the team a creative boost, but it also develops the relationship among your players and inspires new ideas and fun.


Jennifer PernaJennifer Perna is the owner of Fulton Market Consulting, working with hospitality-related companies on increasing sales and creating business development strategies, streamlining, and developing best practices. You can reach her at [email protected].

See Jennifer Perna at Catersource 2018!

Jennifer will be presenting two sessions at Catersource Conference and Tradeshow in Las Vegas. Click here for more information. See you February 18–21, 2018!

Jennifer Perna

Jennifer Perna

Owner, Fulton Market Consulting, Chicago, IL
Jennifer Perna started Fulton Market Consulting in May 2017 after developing an event experience and sales management experience portfolio for over 25 years in the downtown Chicago catering and special events industry. Jennifer presently works with owners, managers and all team players at hospitality-related companies on increasing sales and creating business development strategies, streamlining processes for operations and event production and developing best practices for human resources and administrative management. This is especially imperative as we continue to manage a diverse and young talented pool of employees today. Jennifer brings a dynamic, approachable and relatable communication style to all levels and members...


Here is a summary