Seat at the table
Westminster meals service director Brian Smith has had a bit of luck. He has been appointed deputy chairman of the South-eastern region of the Advisory Body for Social Services Catering.
This means regular meetings with representatives from London boroughs - three of which have visited WMS since January - and food companies. The first meeting is to be held at the WMS headquarters at Harewood Avenue, on 15 March.
"Can't miss an opportunity like that, can you?" says Smith, rubbing his hands. This is also a chance to show off the complete meals service management computer program. Among its many benefits, says Smith, is the speed and efficiency in handling client records and making sure individual preferences and special diets are taken care of.
Developed with computer consultant Paul Dodwell, the system produces laser-printed delivery sheets for each week; notes payment received and automatically maintains client balances; logs all deliveries, including no answers, cancellations and so on; rotates all meals automatically using a four-week meal plan; produces lists for the kitchen detailing numbers of hot and frozen meals required for delivery each day; and spits out a daily discrepancy report in case of any hiccups.
Temperatures inside the meal packs are monitored, and the computer also tracks these measurements. The results will help with any fine-tuning needed in the heating units. WMS's consultant, Bob Kingsbury, is in the process of marketing this. "The Temp-it," says Smith, "is a plastic disc that you drop into a dummy meal between the stacked meal packs to register the temperatures. The software costs about £60 a throw, so I don't want to lose one!" The Temp-it unit is inserted into the computer when a round is finished. "At the moment, we rely on manual monitoring," explains Smith.
Smith's desk is littered with WMS promotion ideas. He is experimenting with a leaflet created on WMS's desktop publishing package. A two-tone steaming cup of tea makes up the graphics. The headline is "Someone to say hello to".
The blurb, still being reworked, reels off the company's history and a couple of mini biographies. Smith's says: "A true hands-on caterer who believes in spending as much time as possible with his customers and staff." Company secretary Len Murrill's reads: "In 1991, Len set up privately as an environmental health consultant in London. His customers included restaurants of repute and he advised the council in court cases." The leaflet will also stress their specialist caterer angle.
It is so specialised, in fact, that the WMS vans are kitted out with customised heating units and are available for hire. Smith reveals that another London borough, "which will remain nameless", has hired one van on trial to replace its own antiquated vans. Also, the same council has made a firm enquiry on the WMS complete meals service management system.
"If they are happy with it, that means more orders will be placed with supplier RSM Holdings in Rochdale, which makes the boxes. It can only be good for our publicity - we specified the heating units, so our name is in people's minds. Also, we will have got the extra revenue from the hired vans!"
Smith pushed the "specialist" angle when he pitched for and won a short-term contract at a Westminster Council nursery last month.
"That was interesting. Ten out of the 25 kids asked for vegetarian meals," says Smith. "We could show them that WMS provides a complete service: a hot, well-balanced meal with emphasis on the vegetables and no washing up."
Clients will get a bonus with their beef stew this February. The fourth issue of Dinner Times News carries the company message and celebrates WMS's first year.
"A recent survey of 150 clients has demonstrated that they are pleased with the service. It is now our intention to ask the remaining clients via a questionnaire for their views," says the newsletter.
There is also an announcement urging clients to join in on VE celebrations and donate a costume for the day.
Staff will dress up on the day, says Smith: "I want to get hold of some bunting - we could drape it over the vans," he suggests, aware that he will have to get his staff into the mood somehow.
Murrill sums up in a reflective mood: "The key to the business this year will be the people we have been lucky to discover. Reed & Co has been tremendous so far - you do need a good accountant. Computer consultant Paul Dodwell has been very good at making things happen. And of course there is Bob Kingsbury, our consultant. Obviously, as a small business we can't afford him all the time but it has been worth buying a bit of his time. When it comes down to it, it doesn't matter how good the food is, we still need these people to make it work."
