Variety show
Piles of muffins, several types of vinaigrette, cream cheeses galore and four varieties of coffee are not the usual fare of contract caterers. But at the ABC television studios in New York's Manhattan, items such as these are all part of a typical day's menu.
As with most things stateside, success hinges on offering choice. This is particularly important in winning a contract such as ABC, explains Craig Petrie, Gardner Merchant's regional director for the metropolitan region.
"This is not like some working environments. People have time to get out, and in the centre of New York there are myriad eating places for them to choose from," he says.
Choice was one of the criteria Gardner Merchant pledged to fulfil when it took over the $4m a year contract from Marriott Management Services last September.
The timing of the bid was crucial. On the shortlist as well as Gardner Merchant was Morrison's Hospitality. In the midst of the negotiations Gardner Merchant acquired Morrison's, allowing it to combine the best of both proposals.
The ABC contract, which, says Petrie, is operated on a minimal but guaranteed subsidy, is for three years with automatic renewal for two years after that. In the fifth year the client has the option to take the contract to bid or simply renew it.
The kitchens are manned by some 54 staff, with the traditional pecking order of executive chef, sous chef, first cook, cook helpers, runners as well as delicatessen staff. Although there is no statutory transfer of undertakings procedure in the USA, about one-third of the staff were taken on from the previous contractor.
Breakfast, which averages 900 covers across the building's two restaurants, includes a self-service fruit bar, a variety of mueslis, cream cheeses and bagels, as well as the more traditional cooked offerings. Since taking over the contract, Gardner Merchant has installed a DIY toast station to ease traffic flow.
Muffins and cookies are baked on site and can be taken home if desired. Everything is made from fresh ingredients, with the freezer only used for a night-time emergency.
Popular for breakfast, and indeed throughout the day, has been gourmet coffee. Prices are competitive with a small cup of hazelnut, Swiss chocolate, vanilla or almond coffee costing 50 cents (33p). These products have been so well received that keeping up with demand has been difficult. Consequently, there are already plans to expand the range.
At about 11.30am the change-over period for lunch begins. This is the busiest time of the day with 1,300 covers not unusual.
Another popular option has been the "Express Yourself" programme. This consists of a generic food type such as pasta or Chinese. The basic product is created back of house but the theatre begins front of house. When Chinese food is offered, three burners are set up for the woks, and so if a customer doesn't want shrimp but would like more pepper this can be accommodated.
"This programme not only gets the aroma going through, it also gives the chef the opportunity to come out from the back and break down barriers with the diners," says Petrie.
Also available are a chicken rotisserie operation under the title of "Spitfires" and pizza bar "Pizza Gusta". Brands are definitely out in favour of these generics, which can be easily adapted to suit need.
"When you deal with so many people, branding can become dull and complacent," claims Petrie. "Also, we have to be careful about product sensitivity. We operate contracts in advertising agencies and it could be difficult to bring in a brand not promoted by the client."
For the healthy-minded there's a daily crudité salad bar complete with bacon bits, croutons and vinaigrettes; sandwiches of the several-inch-high variety, including a daily signature sandwich; and a regular changing menu of hot specials.
For those in a hurry, dishes such as chicken in the basket, ravioli and stuffed potatoes are available under the general title of "grab and go". There is no supplement for a take-out on recyclable cardboard trays, each complete with its own drink holder.
Because ABC is live television, catering goes on well into the night. Here, however, Petrie hands over to a separate department that has standing orders for sets, is often called on to supply food as props and caters for news staff who are obliged to stay on to cover an emergency such as a plane crash.
Vending is a growing part of the overall operation and accounts for one-eighth of total sales. At ABC this is operated by Petrie's team, although outside Manhattan vending companies carry out the job on Gardner Merchant's behalf. In vending, Petrie concedes that the UK may be ahead of the US when it comes to using debit card systems instead of cash.
So far, reaction to the new contractor has been favourable. By the third week of the operation sales were up some 37.5% on projected targets. Even so, Petrie accepts that the honeymoon period will soon be over and that in this business it is not possible to stand still. Consequently, a complete revamp of both restaurants is planned for early 1995.
