Catering Manual

Out-of-store Events (Mobile Events) are a crucial part of owning a Sub Zero franchise and generating sales. The more you are out in the community, the more free advertisement you will receive which will lead to in-store sales. This manual will help you learn about and feel confident providing catering.

Catering Requirements and Training

To provide efficient and consistent catering, you will need to do the following:

• Purchase the necessary equipment
  

• Receive appropriate health certificates for your location.
  

• Follow Sub Zero’s standards in appearance, store branding, and uniformity of product.
  

• Receive training on catering an event, either through your franchisee training or by your Area Developer. If you are not able to receive either of these, you will need to be trained by the store closest to you. Before your first catering event, review the catering videos on Nitrobase.
  

• Determine pricing structure and include on your contract and/or catering menu. Because price varies per region, do research on surrounding Sub Zero stores, as well as local ice cream shops (e.g., Cold Stone, Baskin Robbins, etc.), to create a price point that works for you. Consider transportation fees beyond a certain radius. A pricing section follows, which help you with these decisions.
  

• Double-check contact information for accuracy before printing menus (new ones will be put on Nitrobase when finished).
  

• Familiarize yourself with the Sub Zero Catering Manual.
  

Advertising, Sales/Marketing and CRM

Advertising

• Catering graphics collateral can be found at Sub Zero Printstore

Sales/Marketing

Sub Zero is a one-of-a-kind catering experience that sells itself; your primary job is to educate people on what we do! Marketing Sub Zero can be done multiple ways.

Each store should have a designated member of the staff in charge of catering and all it entails: sales, organizing, and execution. This employee should have Sub Zero's best interests at heart, have a social and outgoing personality, and know how to make a sale. It is highly recommended that this individual leave the store and market to local businesses 3-20 hours per week depending on catering revenue. This is a way to form relationships face-to-face, which is important for communicating the Sub Zero concept.

Types of businesses and people to target:

• Small local businesses
  

• Large corporate offices
  

• Local clubs
  

• Sports teams (e.g., vending outside a high school football game)
  

• Community & civic centers, libraries, and other public organizations
  

• Catering companies (general food services) to recommend you for dessert options
  

• Event venues to recommend you for dessert options
  

• Event planners to recommend you for dessert options
  

• Wedding expos—some franchisees have had success negotiating reduced booth fees because of the value we bring to the event, making our product onsite with exciting visuals of fog, and giving it away
  

[In addition to marketing Sub Zero catering capabilities, we recommend also visiting local schools to inform them of our science presentations. See Science Presentation Manual for more details.]

When visiting venues, have a supply of catering brochures/rack cards and menus to leave behind. You may also want to have a slideshow or video of catering events on your phone or tablet to show a prospective client. Introduce yourself and ask if you can speak to the person in charge of catering for the office. Below is an example of an in-person introduction:

You: “Hello, how are you doing today?”

Them: “Great, thanks.”

You: “Good, my name is ____, I was wondering if I could talk to whoever is in charge of catering for the office?”

Them: “That would be me, how can I help you?” or
“Sure, that is ____ job; let me see if they can talk.”

(When you are ready to pitch to the person in charge)

You: “Hi! My name is _____. Have you heard of Sub Zero Nitrogen Ice Cream?”

Them: (yes or no)

You: (if they have) “That’s awesome! Did you know that we do catering?” (hand them catering packet)

(if they have not) “Well you definitely need to come in and try it sometime. We make fresh ice cream right in front of you with liquid nitrogen! We also do catering. Here is some information for it. (hand them catering packet)”

Them: “Thank you, I'll look into it.”

You: “Great! Do you have any events coming up?”

Them: (If they do set up a follow-up apt or book the catering date then, thank them, and keep in contact) “No, but I will keep your information and let you know when we do.”

You: “Sounds great! My information is on the menu. I look forward to hearing from you soon and hope you have a great rest of your day!”

Sample script to use over the phone:

Them: “Hello, this is ___ how can I help you?”

You: “Hello, my name is ___. May I please speak to whomever is in charge of catering in the office?”

Them: “That would be me, how can I help you?” or  
“Sure, that is ____ job; let me transfer you.”

(When you are ready to pitch to the person in charge)

You: “Hi! My name is ____. Have you heard of Sub Zero Nitrogen Ice Cream before?”

Them: (yes or no)

You: (if they have) “That’s awesome! Did you know that we do catering? I’d be happy to send you an email with the details for you to look over.”

(if they have not) “Well you definitely need to come in and try it sometime! We make fresh ice cream in front of you with liquid nitrogen! We also do catering; would you mind if I sent you an email that shows the process and menu?

Them: “That would be great, thanks. My email is ___.”

You: “Great I will send that over right now. Do you by chance have any events coming up that we could help cater?”

Them: (If they do set it up, thank them, and keep in contact) “No, but I will keep your information and let you know when we do.”

You: “Sounds great! My information will be in the email, I look forward to hearing from you soon and hope you have a great rest of your day!”

For email introductions: Research companies online, get an email address, and blast out emails. If you can find the admin/receptionist's email, great. If not, send to the info@companyname.com because someone is checking those emails and usually doesn't have the authority to ignore them, and will forward it to the person in charge.

Hello ___, my name is ___ and I was reaching out to give you information about Sub Zero Nitrogen Ice Cream catering. Sub Zero is a unique experience for your staff because we create fresh, smooth, creamy ice cream right before your eyes using liquid nitrogen! In a blast of chilled fog, everyone can see the ingredients turn into the best ice cream on the planet! Bring something special to your next event. It's always a huge hit. I have attached a catering brochure and menu, as well as some photos of past events to give you an idea of what we can do! I look forward to hearing back from you soon and hope you are having a great day! (Remember to attach your contact information, brochure, menu, and photos with a website link.)

CRM

Using ZOHO CRM is a crucial way to keep up with all of your orders, clients and leads.

Here is a link to a video explaining the CRM:

https://desk.zoho.com/portal/subzerofranchisinginc/kb/articles/login-and-training-video

Here is a link to the ZOHO CRM login: https://accounts.zoho.com/signin?servicename=ZohoCRM&signupurl=https://www.zoho.com/crm/lp/signup.html

• Enter all leads into the CRM while marketing.
  

• Convert a “lead” to a “client” when they make their first order.
  

• Enter the order into the CRM to keep track. Your AD will be cross referencing catering sales on the POS to ensure you are inputting all orders.
  

• Call them within a few days following the event to get feedback and ask for referrals. Alternatively, send a thank-you card with a short survey and SASE enclosed.
  
  Example: Thank you for the opportunity to cater your wedding reception. We are always looking for ways to improve our catering division and would appreciate if you’d take a few moments to fill out the enclosed survey and return it in the envelope provided. We value both positive feedback and constructive criticism. Thanks again for including us in your event.

• Best regards,
  [signature]
  
  

• Schedule periodic times to send out emails reminding them of your awesome experience and talk to them about catering future events.
  

• It is very important to keep a good relationship with your clients. Great customer service means everything, so make sure to go above and beyond each time.
  

• Last but not least, have fun! Catering is an awesome way to get out into your community and form long-lasting relationships.
  

Catering Policy

Franchisees may cater events and conduct catering services within the radius of the “Protected Territory” as defined in the relevant franchise agreement, as long as the Franchisee is in good standing under the franchise agreement and the Franchisee is properly trained, qualified, and able to adequately service the customer and fulfill all material catering service requirements for the event. Note that Franchisees have no ownership of or entitlement or exclusive rights to any catering leads or customer relationships. Franchisees have no expectation of any reserved territory or protected area with regards to catering or other off-site operations.

For any catering customers or events that fall outside of the Protected Territory, Franchisees must receive approval from Sub Zero (or a designated Area Developer) to accept and service any catering customers and events. Please fill out and submit to Sub Zero (or the designated Area Developer) the following form to obtain such approval: http://bit.ly/2v2PGjm

If a Franchisee has previously performed catering services for a particular customer, it is currently Sub Zero’s standard practice to approve the catering services for such customer as long as it does not materially and adversely affect a specific contract with or the existing customer relationships of any other Sub Zero TM franchisee and as long as the Franchisee:

1) is in good standing under the relevant franchise agreement; and 2) can adequately service and fulfil all material catering requirements for the customer and the specific catering event.

However, final approval for any catering customer or event is subject to Sub Zero’s review and consent which may be granted or withheld in its sole and absolute discretion.

Pre-Existing Relationships In the spirit of teamwork and cooperation, Sub Zero hopes that Franchisees will acknowledge and respect pre-existing customer relationships of other Franchisees and forward any requests from such relationship to the appropriate Franchisee.

Leads and Requests Obtained Directly by Sub Zero When leads for catering customers or requests for catering events are obtained directly by Sub Zero, such as through the subzeroicecream.com website, social media outlets, and other marketing channels, Sub Zero will attempt to forward the lead or request to the Franchisee who: (1) is nearest geographically to the customer or event; (2) has a prior customer relationship with the specific customer or event; OR (3) otherwise has the resources and capability to service the customer or event. In certain cases, if a Franchisee is unable or does not desire to service a catering customer or event (such as where the Franchisee lacks sufficient catering training, resources, or ability or has a schedule conflict), Sub Zero will attempt to forward the lead or request to a Franchisee who Sub Zero believes is reasonably qualified and able to service the customer or event.

Working Together In some cases, one Franchisee may request that another Franchisee service in its place a particular customer or event on one or more occasions (because of location, a scheduling conflict, lack of personnel or resources, and so forth). Also, two or more Franchisees may determine that it makes sense to work together to service a particular catering customer or event. Again, in the spirit of teamwork and cooperation, Sub Zero presumes that Franchisees

will act reasonably and hold sensible expectations with regards to division of labor and resources and fee-sharing/referral fees.

Catering Pricing and Contracts To the extent permitted by relevant law, Sub Zero may establish minimum or maximum allowable prices on the catering products and services that Franchisees offer and sell. Except as so specified by Sub Zero or as otherwise required by the franchise agreement or this manual, Franchisees may determine the prices at which they sell products and services, as well as the terms and conditions of sale.

In order to develop and maintain the value of the Sub ZeroTM name and brand, Sub Zero expects that Franchisees will act professionally and amicably when competing for catering business. To undercut pricing in order to win a specific catering customer or event out from under another Franchisee that is known to have an existing relationship with that particular customer or event will be deemed a material breach of Sub Zero’s catering standards and guidelines.

As part of the catering contract for each specific catering customer or event, Franchisees must obtain a non-refundable 50% upfront deposit of the total estimated catering fee. Any deviation must have a legitimate business justification.

Area Developer Involvement In cases where an Area Developer is present in the area, Sub Zero may forward catering leads and requests or otherwise defer to the Area Developer to determine how customers and events will best be accommodated within the area, in accordance with Sub Zero’s catering standards and guidelines.

Catering Menu

To maintain consistency across the brand, offering Sub Zero’s Signature Ice Cream Service is the required standard. However, Sub Zero catering has many options and is very flexible. You are welcome to offer other options such as sundae bar, toppings bar, or create-your-own service.

Signature Ice Cream Service

• Create “signature” ice cream combinations with your client. Example: If you are doing a wedding, have the bride and groom each customize an ice cream. We suggest picking 2-4 custom ice creams with 1-2 flavors and 0-2 mix-ins. You will be in charge of choosing pricing for each menu option.
  

• Simple combinations are good for corporate events or events where the hosts do not have an opinion on what is brought. We suggest you pick 2-4 of the following; they each have 1 flavor and 1 mix-in: Mint with Oreo, Vanilla with Oreo, Vanilla with Cookie Dough, Chocolate with Brownie Bites, Strawberry with Cheesecake Cubes, Cheesecake with Mixed Berries, Caramel with Heath Bar, Peanut Butter with Peanut Butter Cups, Cake Batter with Twix or M&Ms, or Chocolate with Pecans.   
  

• Unless requested by client, we do not suggest doing a create-your-own menu option. It adds more time with prep and cleanup, and takes more time to serve guests.
  

• Unless requested by client, we do not suggest a toppings bar as it gets very messy and slows down the line. If you do have toppings, do not make it self serve; put them on for the guests and hold the cup of ice cream over a mixing bowl to catch fallings.
  

• When providing samples, limit it to three flavors. The more you have out, the more each person will keep coming back. Suggested sampling event flavors (no more than three of the following): Chocolate, Vanilla, Mint, Black Raspberry, Cake Batter, Caramel, or a seasonal flavor.
  

Payment Timing & Pricing

The following prices and timing for payment are an average across the nation to give you an idea of where to price your catering. It is recommended that you get a second opinion from your Area Developer or a nearby store when making the final decision. Prices were averaged from the following states: California, Florida, New Hampshire, Texas, Utah, and Washington.

• Base set-up charge for the normal 2-hour service $75-$245.
  

• Per serving charge for the normal 2 scoop/4 ounces size $4-$6 for the standard 2-4 signature flavors.
  

• Waffle cone add on per serving $1.00-$1.50
  

• Serving minimum per event 35-50 servings or $215-$545 including set up charge.
  

• Travel charges for over 10-50 miles away is $0.50-$0.55 per mile.
  

• Employee charge is $25 per employee per hour including travel time.
  

• Extra time at venue charge of $35 flat per hour or $25 per employee per hour.
  

• Deposits (refundable or non-refundable) put down to reserve date and pricing 25%-50% or $100.
  

• Full invoice price should be paid between the day of the event to 3 weeks prior.
  

• Other types of events such as boy scouts, fundraisers, and non-profits may have smaller budgets; try to accommodate their needs if possible. If the price needs to be lowered, offer a single scoop with up to 3 flavors and no mix-ins.
  

Link POS and Registers

Link POS has a menu tab on the top right corner of the screen. When you click this tab, you can choose a catering menu instead of the main store menu. This will pull up the following two titles and buttons. You are in charge of putting prices into these sections just as you would for the store menu.

CATERING

• Set-up Fee
  

• 2 oz Serving
  

• 4 oz Serving
  

• 6 oz Serving
  

• Waffle Cone (Each)
  

• Extra Travel (Per Mile)
  

• Extra Employee (Per Hour)
  

• Extra Hour at Venue
  

SCHOOL PRESENTATIONS

• Set-up Fee
  

• 2 oz Serving
  

• Extra Travel (Per Mile)
  

• Extra Employee (Per Hour)
  

• Extra Hour at School
  

When vending or doing any type of catering outside the store, please set up your second iPad as “Register 2” under the physical store settings. This will help when the nightly manager pulls the in-store deposit. They will need to only pull a deposit from “Register 1.” This will prevent any confusion with cash or checks that were given outside the store and are not physically in the store register. Be sure to communicate with the nightly manager when you are doing any sales on the second iPad so they know to follow this procedure.

When pulling a report for catering on LinkPOS, go to “Sales Summary,” keep it on “All Registers” and “All Cashiers,” and then put in the dates you want to view. Click “Preview” and find “Catering” under “Category Summary;” this will accurately show all catering and science presentation sales lumped together.

Catering Order Form & Contract

Have the client fill out the order form and sign the contract, if necessary (both on Nitrobase), to make sure you are both on the same page when it comes to number of servings, flavors being offered, price, time, location and more.

• Request linens. Formal events such as weddings like to provide their own linens to match the decor of the room. Ask if a branded table runner is allowed on top of their linens. If they do not have linens or if it is an informal event, bring your own branded tablecloths.
  

• Request tables, you will need two 6’-8’ tables. This makes your job setting up easier so always ask.
  

• Where is access to water?
  

• The amount of space you need to cater and the access to it, whether you will need to navigate stairs or unpaved surfaces, or if there is a security gate, low clearance, or other potentially challenging scenarios. It’s good to know ahead of time!
  

• Remind them that there is no need for electricity.
  

• For your convenience, we also have a formal catering agreement that we suggest only using for larger events (300+ servings) as it is quite involved and not usually necessary.
  

Things to do at time of order:

• Check inventory and order accordingly to make sure you have enough product.
  

• Schedule staff according to the size and time of order.
  

• Get organized! Look up the location to make sure you are familiar with it. Nothing is worse than getting lost or not finding the location and being late.
  

Setup and Equipment Checklist

If you are unsure where to buy equipment, contact Haven Winston at haven.winston@subzeroicecream.com. Following are pictures that show the standard set-up, both formal and informal options.

Set Up

• The area around your setup must be kept clean and organized.
  

• Put equipment out.
  

• Fill water container with regular water for scoops and spades.
  

• Fill 3 buckets for cleaning with: dish soap, plain water, and sanitizer. Adjust as required by your local health department.
  

• Set up a place for the tempering bowl if you wish to use one. Some people do not use one; instead, they scoop out what they can and set aside the bowl and reuse it for the next round.  
  

• Your tablecloths must reach the ground.
  

• Although one table is acceptable, two are preferred. The second table is for sensation prepping. Table size should be no shorter than 6 feet. Fold-up tables are the best style.
  

• Branding is very important. When permitted, use a logo table runner.
  

• When appropriate, use a branded tent for outdoor events.
  

• Keep the area clean and tidy during the event.
  

Equipment list for Catering events

• N2 tanks
  

• Nozzle/mobile catering valve
  

• Wrench
  

• Cream
  

• Measuring cup with beverage dispenser or metal pump dispenser (2-oz pump) on ice.
  

• Digital thermometer to check cream temp.
  

• Coolers filled with ice to store cream.
  

• Bowls (at least 10 for Signature Ice Cream Service)
  

• Scoops-Blue Handle (Black Handle if sampling) (4)
  

• Spades, 1 for each flavor and 1 for non-dairy (5)
  

• Container for scoops and spades and water (2 1/3 cambro and 1 1/9 cambro for allergy)
  

• Flavors
  

• Mix-ins with containers
  

• Spoons
  

• Container for serving spoons  
  

• Napkins
  

• Cups (50 per sleeve, keep track of how many cups and sleeves you go through to figure number of servings)
  

• 3 Buckets (dish soap, plain water, and sanitizer) with rags. Please adjust to do what is required by your local health department.
  

• Paper towels
  

• Spray bottle with sanitizer or disinfectant wipes
  

• Hand soap
  

• Hand wash station
  

• Business cards
  

• Two 6’ or 8’ Tables, depending on whether customer is providing them.
  

• Tablecloths, depending on event. Black or White. Bring extras just in case to cover the back table, crates, and Dewar.
  

• Use tablecloths to cover the Dewar and ice chest for more formal events.
  

• Clear plastic table cover to lay over top of tablecloth to keep bowls from sticking to tablecloth and to keep tablecloth clean. You may also use ceramic plates or cutting boards to place underneath bowls.
  

• Sensation/Signature Cards (Menu Cards) (4”x 6” printed cards with names and descriptions of Sensations/Signatures customer has chosen, in 4”x 6” frames. You can also use a chalkboard or other type of menu display.)  
  

• Tank Cover (linen to wrap tank)
  

Products, Recipes, and How-To:

Product Needed

• One gallon of cream = approx. 30, 4-oz servings
  

• One 50L N2 Tank = approx. 200 servings (doing a create-your-own service can require more nitrogen)
  

• Chosen Flavors and Mix-Ins
  

Recipes

• Cream: 4 oz per serving
  

• Flavor: 1 pump per serving (a few flavors require more or less pumps)
  

• Mix-ins: 1/2 scoop per serving
  

Making Group Ice Cream

The process for making large quantities of ice cream is the same as the process in the store, you just make more than a single serving (review Operations Manual if you have questions).

We recommend starting with 24 oz of cream per flavor, which yields six 4-oz servings. Adjust as necessary to event type, popularity of flavor, etc.

For 24 ounces of cream, dispense liquid nitrogen for approximately 5 seconds; adjust as necessary to freeze full quantity.

• Yield: 90-120 servings per hour for each employee working.
  

Transport and Operation Safety

Safety should always be your number one priority. Below are some guidelines that will keep you and your employees safe outside the store.

• Never try to lift the nitrogen tank (a full 50-liter Dewar is 140 lbs.) on your own; doing so can result in injury.
  

• Always use the “buddy system” when moving the tank or any equipment over 50lbs (OSHA Standard). A dolly can also be used to help this.
  

• Understand all safety features on your nitrogen tank.
  

• Know how to safely fill your tank (wearing gloves/eye protection).
  

• Know how to transport your tank, this includes:
  

• Securing it well in the vehicle.
  

• Ensuring a window is cracked in a closed vehicle to allow ventilation.
  

• Using a dolly or liftgate to transport in and out of vehicle.
  

Uniforms

Suggested uniforms:

• Black chef coats (can be sourced from Sub Zero store)
  

• Black slacks
  

• Black non-slip shoes
  

• Hats, Visors, or other appropriate hair control that satisfies local health department requirements.
  

*You may adjust uniform to the event.

Branding

• Use branded cups at all events.
  

• Use branded catering menus for all events.
  

• Use a logo table runner (if allowed by client).
  

• Use a branded tent for outdoor events (if allowed by the client).
  

Vending

Tips for vending:

• When applying for events, be sure to send in your application 3-6 months in advance. Good events take planning and it is recommended to plan out a full year ahead so you know when to submit your application.
  

• Finding events is actually very simple; just go to your city’s website and go to their events page. Things like festivals, fairs, concerts, sporting events, and other community events will be listed.
  

• Vending at universities is a great way to market yourself to our target market (18- to 24-year-olds). The school normally takes a high percentage of profit, but it opens you up to many opportunities. You can vend for sports games, on campus concerts, and other university wide events. A smart way to make vending at universities simpler is to create a set of signature ice creams that have to do with the school’s colors and mascot. Below is an example of what Mike Penn did at University of Utah. Making a set of custom ice creams like this makes vending a lot easier; for example, during half-time at a sporting event you have a short amount of time to feed a lot of people. By only offering 3 options and having your staff making them in group servings you can easily get through the crowd before they want to get back to their seats.
  

• Always bring a tent or highly visible advertisements so people can see you from far away. This is extremely important when at a fair or festival that is located outside as you need to be drawing as much attention as possible. Feather banners are also a great idea.  
  

Health Permits for Vending

Health permits requirements vary by location. Obtain and complete a food vendor’s license application from your local health department. You can visit the health department in person to obtain an application. You'll need the name of your establishment, an address for a permanent kitchen facility and the owner’s personal information. Submit the application with required documents and fees to the health department at the address listed on the application. Fees vary by location. Reapply for your food vendor’s license as needed. Your food vendor’s license may expire automatically in some areas. Not obtaining the correct permits can result in being banned for future vending events and large fines. It can take up to 14 days (depending on county) in advance of an event to receive a permit, not obtaining the permit within the amount of time required can result in a large penalty.

Catering Options/Upgrades

Sub Zero is currently working on creating upgraded catering options that will include cart and trailer options. When that information is finalized it will be in the Monthly Newsletter and located here.

GOOD LUCK!

Contact Information:

Naomi Hancock- naomi.hancock@subzeroicecream.com