|
|
|
|
|
Backing Up the Buzz Words
As you shop for catering, you'll notice
most caterers' dishes look pretty good on paper, and
gushing referrals are not so few and far between. So
you'll study brochures and websites only to discover a
half-dozen buzzwords (fresh, creative, colorful, custom,
full-service, and so on) that 99% of caterers use to
profess their worth. The words tend to lose their oomph
in the loose use. |
Caryn Hasslocher, CMP |
The challenge, then, is to discern reality from
rhetoric. How huge is a huge selection? What exactly is
meant by fresh? And isn't creativity subjective? Here's
a suggestion: shop a few caterers and then head to Fresh
Horizons. It's fun to go there armed with the basic
buzzword lexicon and an idea of how some other caterers
use it. Why? Because Fresh Horizons is refreshingly
literal.
Let's start with the word fresh. It's in the business
name for a good reason. Owner Caryn Hasslocher grew up
in and around the restaurant business and knows the
importance of using the freshest ingredients. So, fresh
at Fresh Horizons means starting with the freshest
ingredients. It means the flavors and colors on the
eclectic menu are downright pure.
The company's beef and pork tenderloin are especially
popular for weddings, as are its action stations, like
pasta bars, mashed-potato bars, and grill-to-order
sautés. You can even have fresh tortillas and
quesadillas made right in front of your guests. How
about a seafood menagerie with chilled gulf shrimp,
smoked salmon, and blue-crab claws? Theme menus are
popular, but because Fresh Horizons is a custom caterer,
you can design just about any menu you'd like.
Should you choose Fresh Horizons,
.jpg)
you will receive full service, including rentals for the
reception-from chairs, china and glassware to linens and
centerpieces. If you'd like, Fresh Horizons can even
suggest and then coordinate other quality vendors, like
the cake decorator and florist. You will find that
colorful here means everything from standard white to
supple lavender and mango. You'll receive complimentary
appointments to buffet and cake tables, as well as
silver, brass, copper, weathered wood, crystal, or
rustic wrought-iron pieces, adding style and ambiance to
your special event. "We try to give lots of color,
light, and depth," says Hasslocher. "People eat with
their eyes.
"It's interesting to see what's tugging at the clients'
hearts," says Hasslocher, "to see what, in their
mind, is the dream wedding. Our task is to determine how
we're going to create that ambience." To that end, Fresh
Horizon's inventory and culinary repertoire are always
growing. "We stay on the cutting edge with classes and
trade seminars and by constantly reading trade
publications like Caterhouse, Catering Magazine, and
Special Event" says Hasslocher. "Customer service is
everything, and being user-friendly is a top priority,
so we know we need to be prepared to handle variety."
The Fresh Horizons staff is based at a hacienda-like
office with brightly painted walls and comfy rooms where
potential clients can interview staff. It is a
well-oiled machine of chefs, production managers,
service staff, and bartenders, all of whom are
extensively trained. Hasslocher is especially proud of
her event designers.
"We try to paint a picture of each affair to everyone
involved in the production," says Hasslocher, "so
clients get service and style across the board." The
staff meets weekly to discuss the past week's events.
What worked? What didn't? They've evolved to address the
common problems and now strive for innovation and higher
benchmarks.
After 25 years in business, Hasslocher has an impressive
collection of photos documenting exactly how her
boutique-style business embodies all the big buzzwords.
"We're different in that we're really invested in the
wedding market," says Hasslocher, "and we give brides
the opportunity to have one company handle most of their
reception needs. We're very good at that, and we love
doing it." |
|
|
 |
|
|
