Cheese Classes 101

Sascha Anderson

Murray’s Cheese

Kristi Bachman

Cheese School of San Francisco

Rich Rogers

Scardello

Presenter Introduction and Basis

• Background on Business

• Focus of Business

• How Classes Fit into Current Operations

Why Have Classes? – Driving Profits

• Driving Foot Traffic

• Driving Retail Sales through Cross-Sales

• Creating Separate Revenue Center from Retail

• Educating Consumers

• Educating Staff

• Building Brand

Why Have Classes? – Driving Profits

• Building Producer Relationships

• Retaining Customers

• Sales after Class

• Gain New Customers

• Taking “Fear Factor” from the Cheese Case

Class Topics

• Cheese Basics

• Regional Classes

• Things that Pair with Cheese

• Competition Style Classes

• Milk or Cheese Type Classes

• Holiday Themed

• Out of the Ordinary

Class Topics

• Basic

• Intermediate

• Advanced

Logistics – Setting up your Space, Capacity, Promotion

Murray’s Cheese School Scardello

Classroom overlooking store, U-shape seating, cave space

Greeting area, with small retail display, and open prep kitchen. Separate classroom with U-shape seating

Shop becomes a classroom L-shaped communal seating

24 seated50 event

32 structured class75 cocktail-style event24 cheesemaking

34 but as many as 4050 mix/mingle event

EmailIn-storeWord-of-mouth

Word-of-mouthLocal cheese shopsNewsletter (4 - 8 per year)Social mediaGoogle ads.

Bi-weekly emailIn-store signage

Logistics – HolidaysMurray’s Cheese School Scardello

Holidays- New Year, Valentines, but primarily seasonal focus rather than specific holidays

HOLIDAYS: Valentines Day (Chocolate & Cheese, Bubbles & Cheese, Valentine's Cheesemaking); St. Patrick's Day (Cheese & Beer, Irish Cheese); Mother's Day; Father's Day (Cheese & Beer, Cheese & Charcuterie); New Years; Holiday Entertaining

HOLIDAYS: Chocolate, Cheese and Bubbles -Valentine's Day and Mother's Day, Holiday Entertaining class near Thanksgiving/Christmas. Beer vs Wine Tuesday before Thanksgiving and week after New Years

HOLIDAYS TO AVOID: Fourth of July, Memorial Day (long weekends), Easter, Christmas and Thanksgiving

Important to realize how holidays and major events effect attendance - local team in playoffs, festivals

Logistics – Hiring Instructors

TYPES:

• Cheesemongers, food authors, cheesemakers, scholars, food consultants, distributors, importers.

RECRUITING:

• Start with the talent that already exists within your business.

• Put the word out at ACS to see if potential instructors might be visiting your area; make sure to schedule far in advance.

• Ask your food network: culling from own staff, distributors, local shops & restaurants.

Logistics – Hiring Instructors

• IDEAL INSTRUCTORS: Someone who has a lot of knowledge AND can entertain a crowd; people who know the most, or experts, are not always the best instructors. We are happy to work with instructors who are good at receiving feedback.

• BEST INSTRUCTORS: (1) perform well, (2) provide accurate information, (3) do their homework and come prepared.

• DIFFICULT INSTRUCTORS: Someone who is very particular and difficult to work with can be very expensive.

Logistics – Hiring Instructors

• TIPS: Make sure to match instructors with content. Consider pairing two instructors together.

• COMMUNICATION: Collaborate on class topics and descriptions. Create an outline and discuss the structure of the class. We send an "instructor tips & expectations" document: selecting cheese and beverages, what to expect at school, idea of what room looks like, arrival time, class duration, class size, engaging with students, preparing for class, keeping a rowdy class under control, etc.

Logistics – Cancellation Policy

• CURRENT POLICY: Cancellations must be made 48 hours prior to class in order to recieve a class credit. Class credits are valid for up to one year and may only be applied to a class once. No refunds issued. Registrations are transferable.

• OLD POLICY: Cancellations were accepted up until noon on the day of the class. Since implementing, we have far less cancellations.

• WAITLIST

• DO YOUR RESEARCH: Look around your area. Some establishments require 7-14 day notice, others do not accept cancellations.

• EXCEPTIONS: None! Registrations are transferable. We sometimes offer a credit to our "regular" students, but that is the exception. If a student cannot attend, or find a friend to send in their place, we'll offer to wrap up their cheese, handout, and accompaniments for pickup.

Logistics – Class Reminders

• Students are reminded of their registration with an email, sent 3-4 days prior to class

• The reminder includes information about parking, our cancellation policy and anything specific to the class they are attending.

• CREATE YOUR POLICIES AND SET EXPECTATIONS FROM THE BEGINNING

Logistics – Targeting Your Audience

• Cheesemaking classes are very popular.

• BULK: Cheese 101, Wine Pairing 101, Regional

• SOME: Intermediate, Seasonal

• FEW: Advanced, Master Classes

Logistics – Class Duration

• Students can arrive as early as 15-30 minutes before class.

• Tasting classes are 2 hours

• Cheesemaking classes are approximately 3-4 hours long

• Private events typically last 2.5 hours.

Logistics – Pricing

• Tasting classes range between $69 to $75 - Cheesemakingclasses $120

• Classes should be priced to make money, not break even.

• They need to be affordable, and comparable to classes offered in your area

• Commit to a schedule of classes -- even if 1-2 per month

• Determine your minimum

• Discounts

Logistics – Scheduling

Murray’s Cheese School Scardello

Public class every Thursday 7 to 8:30 PM. Sometimes an overflow class on Friday or Saturday 8 to 9:30PM

Cheesemaking on weekends 1 to 5 pm. Tasting classes typically M-F from 6:30 to 8:30 pm. Occasional tasting classes on weekends from either 2-4 or 4-6 pm.

Public class every Thursday 7 to 8:30 PM. Sometimes an overflow class on Friday or Saturday 8 to 9:30PM

Balance of Cheese 101, pairing, hands-on, and caves, plus private events

Wine/beverage pairing classes scheduled towards end of week (Th & F): people drink more, date night, light topics.

Cheese 101 and a regional class once per month, 1-2 beer-focused class every quarter

Logistics – New Class Schedule

• Release schedule at least one month in advance.

• Cheese School schedules in "semesters," or every 3 months.

• Rarely can we sell a class without at least 4-6 weeks notice.

• Newsletter is sent out each time a new schedule is released.

Costs – Equipment/Staff

• Plateware - IKEA circle plate

• Stemware - flute, white, red, dessert, beer

• Serveware - fork, knife

• Other - napkins, handouts, tables, chairs, projector

• 1-2 instructors - 2 staff

Costs – Portions

Murray’s Cheese School Scardello

5-8 cheesesBoot Camp - 12+ per session

7-8 cheeses - .5-.75 oz 8-10 cheeses 5 cheeses - Beer vs Wine17 cheeses - Cheese 101

2 glasses for non-pairing6 tasting pours for pairings

2-2.5 glasses per person 2 glasses per person

bread, fruit & nuts, plus pairings dependent on class

bread, fresh fruit, dried fruit, preserve, nuts

Sliced baguetteExtras depend on class focus

Payment Options

• 3rd Party - Brown Paper Bag Tickets, EventBrite

• In house - shopping carts, in-store

Tips and Tricks

• Know your goal

• Know your skills

• Know your audience/customers

• Prepare, prepare, prepare

• Eat, drink, and talk about what you love

Tips and Tricks

• Policies

• Class schedule

• Instructors

• Students

• Environment

Tips and Tricks

• Make a detailed runsheet

• Pre-cut harder cheese

• Start class at close or shortly after

• Make a seating chart

• Stick with the same night/nights

Questions?