Going Public
BAXTERSTOREY AT THE ENGLISH NATIONAL OPERA
Besides catering for events at the English National Opera (ENO), BaxterStorey also provides the public catering throughout the day, including a light supper for theatre-goers.
This is the BaxterStorey's second commercial or public contract, the first being at the Royal Exchange theatre in Manchester, but chief executive Alastair Storey reckons it is not an area that the company will pursue exhaustively. "There is a limited market, unless you go into stadia, which we won't do. We like certain venues because we know we have the right service and flair, and that they work well."
Storey discounts stadia mainly because of the intermittent sales opportunities, and identifies good venues as being clients who are supportive and fit the profile of what the caterer can and wants to do. He believes it is crucial for contractors to work in partnership with the clients but warn that not all clients see it like that. If you find the right venue, he says, it's no more risky than B&I.
At ENO, the profit-share contract has elements of risk that need to be managed. The public catering accounts for 10% of business and one potential drawback is that if an opera flops, there are going to be smaller audiences demanding refreshments and maybe less passing day trade. However, Storey argues that it is relatively low risk. The theatre has undergone a £41m refurbishment in the past few years and so it is equally keen to make its side of the partnership work well. His argument is that nationally important venues such as ENO are unlikely to miss audience targets.
"You take a long-term view and do the homework before you start. You make sure that all the goals are set," he says.
Pricing has to complete with bars and restaurants in the West End, and with rival venues such as the Royal Opera House. "We are constantly comparing the pricing strategy in the high street, we do have to keep an eye on that," Storey says.
Account director Carole Carr says clients want caterers who can take more of the burden. "Their focus is art, theatre. They want somebody with the specialist legal requirements, buying power and benefits of discounts to run the catering and take away the worry."