ResourcerThe

October-December 2012

“Large Enough to Serve,Small Enough to Care”

Are you ready for the holidays?

“Tis the Catering Season”Tips and Tricks p.4

Increase your dessert sales p.11

Holiday Must Have Recipes p.8

Call Us Today 985-542-4444

Important Upcoming Dates to Remember

S & W Wholesale offices will be closed the following days: Thursday, November 22 Monday, December 24 Tuesday, December 25 Tuesday, January 1

Paul’s PerspectiveTis the Catering SeasonHoliday Desserts Made EasyHoliday Must Have RecipesYour Restaurant Gift Card ProgamIncrease Your Dessert Sales

In order to allow our employees the opportunity to enjoy the holidays of Thanksgiving, Christmas,

and New Year’s Day with their friends and families. We apologize in advance for any

inconvenience this may cause. Please ask your salesperson how your deliveries maybe affected.

S & W will be open and operating normal deliveries on

Wednesday, January 2, 2012.

p. 3p. 4-5p. 6-7p. 8-9p. 10p. 11

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Paul’s Perspective

Pg 3

The holidays are finally here. This time of year has always been one of my favorites, spending time with my family and with all the loved ones who God has blessed me with. This is also a time of year I look forward to for you and your operations, since the holidays offer great opportunities for your businesses.

Along with my excitement for the holidays, it is a relief that this year’shurricane season is almost over. In order to insure we are always prepared to serve the community and our customers during natural disasters, S & W has made sev-eral improvements to our Disaster Recovery Plan. Thanks to our dedicated employ-ees, along with our warehouse generators, S&W was able to resume business shortly after hurricane Issac hit.

Unfortunately though, Isaac has impacted so many members of our community, along with numerous businesses. I know business was difficult for many of you who lost power for several days. To our customers Morton’s, Abita Brewing Com-pany, Rips on the Lake, AbitaBar-B-Q, K Y’s Olde Town Bicycle Shop, Victorian Tea Room, L&W One Stop, Fatboy’s Seafood Kitchen, Val’s Marina, Middendorf ’s Res-taurant and to any others who experienced flooding, my prayers go out to you.

As we move forward into the holidays rest assure that S&W will be here for you and your business. We have some great new products and ideas to present to you for the holidays. Myself, along with all the staff here at S&W, are committed to serving you. Happy holidays and thank you for your business.

Sincerely,

Paul Spalitta, Owner

Call Us Today 985-542-4444

The holiday season should be one of the busiest times for caterers. If you are “new” to catering or have been in business for years, there is always room to evaluate your business and see where there may be room for growth or increased prof-its. Just because you are an awesome cook does not necessarily mean you are an equally skilled business person.

Marketing a catering business is tough – you’re competing with price-cutting newcomers and solidly entrenched established businesses. But there are ways you can successfully compete. There is no better way to increase your sales than striving to delight each and every client by providing top notch service and food. Always remember that each of your client’s guests is a potential customer of yours.

Five Tips on Marketing Your

Catering Business:

• Review Your Marketing Plan. It’s time to dust off your business plan and make sure it’s still actionable and relevant. Review your stats. How many new catering custom-ers did you bring in this year? What advertis-ing works best for you? How can you better track your advertising to make sure you’re getting a good return? Which catering jobs are most profitable? What clients do you need to drop?

• Who Are You Competing With? You need to know who you’re up against. Who else do customers call when they’re ready to book an event? Why? What are they doing differently or better than you? This exercise can help you discover ways to bring your business to the next level. Which of your services creates the most referrals and repeat business? How can you improve it?

• Revisit price points. Competing on price alone is one of the dumbest things a caterer can do. Yet, that’s exactly the trap many fall into. Booking jobs just to keep the staff busy is bad business. Check your num-bers (total costs) and make sure every job you book is profitable.

• Grow Your Offerings. Explore excit-ing new trends and don’t let your business become dull and ordinary like the majority of caterers. Constantly try to wow your custom-ers and deliver more value.

• Grow Online. It’s never been cheaper or easier to promote your business using high-impact social media tools, email marketing, lead services and directories.

Resources: http://EzineArticles.com/?Catering-Business-Marketing—Creative-Ways-to-Get-More-Clients&id=2189312,

‘Tis the Catering Season

Pg 4

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Catering Trays and Lids(Foil Embossed Round Trays)

92018 16” Embossed Tray

92091 18” Embossed Tray

82029 16” Dome Lid

92099 18” Dome Lid

(Black Plastic Round Trays)

92068 12” Dome Lid

92069 16” Dome Lid

92074 18” Dome Lid

92077 12” Sturdiware Tray

92078 16” Sturdiware Tray

92088 18” Sturdiware Tray

92213 12” Onyx Tray

92541 16” Onyx Tray

92543 18” Onyx Tray

Chafers and Fuel92432 Chafer Oblong 8QT Stainless

92436 Chafer Continental

78425 Fuel Buffet W/O Wick Gel Blaze

78430 Fuel Buffet With Wick

Burner 93338 Stove 1 Burner Stand Black

Plates and Cutlery79202 Plate 7” Impressions

79203 Plate 9” Impressions

79204 Plate 10” Impressions

79209 Fork Silver Pet F/SZ Cutlery

79210 Teaspoon Silver Pet Full Size

79211 Spoon Soup Silver Pet Full SZ

79212 Knife Silver Pet F/SZ Cutlery

Cutlery Kit78464 Cutlery KT FKS White Med Wt

78465 Cutlery KT FK White Med Wt

78495 Cutlery KT FKS White Hvy Wt

78568 Cutlery KT FK Black Hvy Wt

Frill Toothpicks 78380 Toothpicks Frill Club 4”

78385 Toothpicks Frill Regular 3”

To Go Plates79481 Plate Black 10” Deep 1 Com-partment

79482 Plate Lid 10” High Dome Clear

79483 Plate 10” 3 Compartment SQ

79484 Plate Lid 10” 3 Comp Low Dome

Catering Essentials

Pg 5

Call Us Today 985-542-4444

Sugar Plum Fairies MakeHoliday Desserts Easy!

S & W Wholesale stocks a variety of Sweet Street Desserts. Any of the seasonal desserts featured can be special ordered and delivered

usually within a week. Please consult with your Sales Representative to discuss in detail.

Moist spiced pumpkin cake, pumpkin cheesecake, and tart cranberries all stacked with walnut cream on a gingersnap shortbread crust. Festive and cheery, our Pumpkin Cranberry Stack takes traditional favorites and dresses them up for a party!

Pumpkin Cranberry Stack

Burbon Street Pecan Pie

Mammoth toasted pecan halves in an intoxicating filling, laced with Kentucky bourbon.

Moist pumpkin bundt soaked with heavenly orange glaze, filled with delicate, gingered, spiced whipped cream and drizzled generously with buttery caramel. Though delicious from refrigera-tion, this dessert takes on a new character when warmed briefly in your microwave, creating a self-saucing creme Anglaise.

Individual Spiced Bundt Cake

Carmel Apple Granny Pie Bread Puddin’ Pie

Buttery caramel and toffee-studded custard hug fresh Granny Smith apples piled high in our melt-in-the-mouth short-bread crust. This 10 inch pie is a cherished classic.

Custard-kissed croissants laced with rich sweet bourbon and yummy bites of apples and raisins.

Pg 6

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Pecan Pie BarBar CrustPlace crust ingredients in mixer bowl and mix for 2 minutes on low speed.Press mixture into a paper-lines full sheet pan.

BAKEConvection oven* 300ºF 20-25 minsStandard oven 350ºF 25-30 mins *Rotate pans in convection oven one-half (180º) turn half way through baking

Bake until golden brown. Remove from oven and flatten crust to make it even.

Bar FillingCombine all filling ingredients in mixer bowl. Mix on low speed for 1 minute.

DO NOT OVERMIX.Spread evenly over pre-baked crust.

BAKEConvection oven* 300ºF 20-30 minsStandard oven 350ºF 25-30 mins*Rotate pans in convection oven one-half (180º) turn half way through bakingNOTE: Cool completely, at room temperature, before cutting.

Bar CrustGold Medal® ZT White Cake Mix 5 lb

1 box

Butter, softened 2 cupsEggs, whole 4 large

Bar FillingCorn syrup 3 cupsBrown sugar 1 cupVanilla extract 1 Tbsp plus

1 TspEggs, whole 8 largePecans, chopped 6 cups

Ingredients

Servings: 64 – 2 x 3-inch servings

Blondie Streusel Topping

Brown sugar, packed

2 cups Gold Medal® ZT Yellow Cake Mix

3 cups

Butter, unsalted, softened

1 1/4 cups Butter, unsalted, softened

1/2 cup

Eggs, large, whole

6 each Brown sugar, packed

1 cup

Pumpkin, canned

2 cups Cinnamon, ground 1/2 tsp

Cinnamon, ground

2 Tbsp Ginger, ground 1/2 tsp

Nutmeg, ground

1 tsp Nutmeg, ground 1/4 tsp

Ginger, ground

1 tsp Icing

Gold Medal® ZT Yellow Cake Mix

12 1/2 cups Gold Medal® ZT Ready-to-spread Vanilla Crème Icing melted

1 cup

Cinnamon, ground 3/4 tsp

Streusel Topping1. Combine 1 lb of cake mix, butter, brown sugar and

spices in mixer bowl. 2. Mix on medium speed using a paddle attachment

until crumbly, about 2 minutes. 3. Remove from bowl. Set aside.

Blondie1. Add sugar, butter, eggs, pumpkin and spices to

empty mixer bowl. 2. Mix on low speed using a paddle attachment for 1

minute. Stop mixer. Scrape bowl and paddle. 3. Add remaining 4 lbs of cake mix. 4. Mix on low speed for 1 minute. 5. Deposit batter evenly into a greased or parchment

lined full sheet pan. 6. Sprinkle streusel topping evenly over batter.

Bake Convection Oven* 300°F 25-29 minutes Standard Oven 350°F 28-32 minutes *Rotate pans baked in convection oven one-half turn (180°) after 10 minutes of baking.Finishing

1. Heat vanilla icing in microwave until melted. 2. Add cinnamon and stir to blend. 3. Drizzle icing over cooled blondies.

Pumpkin Spice Blondie

Ingredients

Servings: 64 – 2 x 3-inch servings

Pg 7

Call Us Today 985-542-4444Pg 8

• 2 Tbsp. extra-virgin olive oil

• 2 medium onions, finely chopped (about 1 1/2 cups)

• 2 celery stalks, finely chopped (about 1 cup)

• 2 carrots, peeled, finely chopped (about 3/4 cup)

• 2 lbs. pot roast • 7 slices Bacon, finely

chopped • 1/2 cup dry red wine • 3 cups (about) beef stock

or chicken stock, divided • 3 Tbsp. tomato paste • Kosher salt and freshly

ground black pepper • 1 cup whole milk • 1 lb. fettuccine • Finely grated Parmesan

1. Render bacon in olive oil over medium heat, about 7 minutes.

2. Add onions, celery and carrots and sauté for 3 minutes, until softened.

3. Add pot roast, red wine, beef stock and to-mato paste. Bring to a boil.

4. Simmer for 5 minutes.

5. Bring milk to a simmer and slowly add to sauce.

6. Serve over warmed pasta and garnish with Parmesan cheese.

Ingredients

Pot Roast Ragu

Recipes and HolidayMust Have Items

www.s-wfoods.com Pg 9

• 1 sheet frozen puff pastry, thawed

• 3 slices raw bacon, cut cross-wise into 1/2-inch pieces

• 1/4 cup honey • 1/4 cup dry white wine • 2 large sweet yellow on-

ions cut into 1/4-inch-thick rounds

• Nonstick vegetable oil spray • 3/4 cup sour cream • 1/2 tsp. sea salt • 1/8 tsp. freshly grated nut-

meg • 1 tsp. fresh thyme leaves • 1 tsp. fresh rosemary,

chopped fine

1. Preheat oven to 375°F. Using lightly floured rolling pin, roll out puff pastry on lightly floured surface to 14x10-inch rectangle. Fold 1/2 inch of pastry edges in toward center on all sides, forming 13 x 9-inch rectangle. Transfer pastry to large rimmed baking sheet. Press firmly on pastry edges with fork to form rim. Chill crust.

2. Cook bacon in small skillet over medium heat until brown and crisp. Transfer to paper towels and drain. Reserve 1 Tbsp. bacon drippings from skillet.

3. Whisk honey, wine, and reserved 1 Tbsp. bacon drippings in large bowl. Add onions; toss to coat. Coat another large rimmed baking sheet with nonstick spray. Spread onion mixture in even layer on sheet. Roast 30 minutes. Turn onions over, allowing rings to separate. Roast until onions are caramelized, turning often for even browning, 30 to 45 minutes. Remove from oven; cool onions slightly.

4. Increase oven temperature to 400°F. Mix sour cream, sea salt, 1/4 tsp. black pepper, and nutmeg in small bowl. Using offset spatula, spread sour cream over crust to folded edge. Arrange onions atop sour cream. Sprinkle with bacon. Bake tart until crust is light golden brown and topping is bubbling, 20 to 25 minutes. Sprinkle with thyme and rosemary and serve.

Ingredients

Honey Roasted Onion and Bacon Tart

Holiday Catering and Restaurant Must Haves

46100 CARROT SOUFFLE

46114 CASSEROLE FRENCH CUT GREEN BEAN

68380 YAMS SWEET POTATOES CUT #10

65049 GUMBO SEAFOOD NEW ORLEANS STYLE

17011 CORNBREAD CRAWFISH A LA CARTE

18017 SHRIMP CREOLE A LA CARTE

26255 PECAN COBBLER GOOD OLD DAY

16225 MEATBALL ITALIAN CKD 1/2 OZ

Call Us Today 985-542-4444Pg 10

According to the National Restaurant Association, gift card programs should be your best friend, especially now during the holi-days. While business is always up during the holidays, we all know there is usually a slump after they are over. You can avoid those slumps by preparing during the holidays through your gift card sales! Almost 70% of gift certificates purchased during the holidays are redeemed in the month of January.

While your restaurant’s profits in January may not be as much as it was in December, with the right promotions, your gift card sales can increase significantly.

When people use gift cards, often times they will spend more money than the amount that is on their card. Also, if one of your customers decides to come to your establishmentto redeem a gift card, they will usually bring other guests along with them, which brings in even more business.

So how do you sell the most gift certificates possible during the holidays? One of the best ways is through in-house promotion. You can put something simpl like “Remember Your Holiday Gift Certificates Today” on signs for your tables, doors, menus and all throughout your restaurant. You can also add a separate line to credit card slips for a gift card amount

in addition to the tip line. This will make it easy and convenient for your customers to purchase a gift card, which will in turn in-crease profits.Social media is another great way you can promote gift card sales.

You can add a gift card option to your website,

and promote the sales through posts via your business Facebook and Twitter pages. You can also promote sales through billboards, radio and television ads.

Whether you decide to use gift cards or gift certificates, make sure your presentation looks nice and represents your establishment. It’s always a good idea to add a holiday theme as well! A good time to start your promotions is on the first of December since people usually buy their gifts at least two weeks before Christ-mas. Good luck!

Your Restaurant Gift Card Sales

www.s-wfoods.com Pg 11

Increase Dessert Sales There’s no better time to add some delicious desserts to your menus than now during the holidays. With some simple promoting and some great desserts, you can increase your dessert sales in no time.

When adding a new item to your dessert menu, or for any part of your menu, always make sure your wait staff is knowledgeable about the item. Let them taste it so they can describe the desserts to your customers. It’s important to train your wait staff to be knowledgeable about the menu, so that they come across as engaged, compe-tent professionals who care about each guest’s experi-ence while served by them. Tastings with your wait staff should always be a regular part of your restaurants’ routine. Desserts are one of the easiest items to get your

wait staff enthusiastic about, and their enthusiasm will result in higher sales that are well worth the time and expense of doing taste tests.

In addition to having your wait staff trained to describe desserts in appealing ways to custom-ers, you can also promote your desserts through visual appeals. Using old-fashioned dessert carts are a perfect way to do this. Giving your customers an enticing real-life visual display of every dessert is a sure way to increase orders. Another great way to in-crease the visual appeal of your desserts is by setting up table tents with pictures of your desserts. If you are using one of our Sweet

Street desserts we can send you free high quality im-ages for your tent displays; just send us an email at:SweetStreetImages@s-wfoods.com

For some tasty Sweet Street dessert options and Gold Medal recipes check out page 6-7. You can also find more seasonal Gold medal recipes, tips and ideas on-line at: http://www.gener-almillsfoodservice.com/CulinarySupport

18096 Old Covington HwyHammond, La 70403985-542-4444

6768 Pecue LaneBaton Rouge, La 70817225-383-8808

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