How to create a winning Caterer Awards nomination

Hotelier Middle East Staff, March 13th, 2013

Newsflash: The Caterer 2013 Awards have shifted to June. But fret not, here’s our handy guide on drawing up a nomination that really shines

The fifth annual Caterer Awards will be held on June 12 2013. Almost 12 weeks earlier than its usual September date (primarily because we at Caterer HQ were so excited about it) so it is crucial to start thinking about your entries now in order to be in with a good chance of winning.

The nominations process will open mid-February – yes, this month – and you’ll only have eight weeks in which to submit your entries.

Based on feedback, this year’s entry process has undergone a bit of a revamp – with clearer and tighter guidelines in some areas and stricter word-counts to ensure fairness among entries.

We’ve amended the Events Caterer of the Year category to recognise a whole team instead of just one person and done the same with Restaurant of the Year and Bar of the Year because we know that often the success of an outlet isn’t down to just the one individual.

Restaurant Team of the Year has been split to recognise hotel and independent outlets. We’ve also brought in a couple of new categories; Chief Steward of the Year and Casual Dining Team of the Year, which you can read more about below.

This year’s entries are relevant from March 2012-March 2013 and entries in the ‘people’ categories must be supported by five strong customer and colleague testimonials.

Follow our guide below, and use the handy checklist to ensure your entries meet the basic requirements to shortlist and potentially win!

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Chef of the Year – Hotel restaurant

Overview
This category is open to executive chefs and head chefs from any F&B outlet in the Middle East that operates as part of a hotel. The outlet’s income must contribute to the overall hotel operation.

The Chef of the Year will be someone who has contributed both to the success of the outlet’s operation as well as the industry.

Among his/her skillset will be significant culinary skill and innovation as well as sharp business acumen.

Checkpoints

Chef can balance admin work and kitchen hours with team training and diner satisfaction
Chef has implemented a technique(s), outside of his/her job description to ensure the operation is profitable
Chef has in some way gone the extra mile to support the regional F&B industry

What we're looking for...

“Each year, chef’s innovative methods of food waste management and energy saving contribute to a 20% overall saving for the entire hotel.”
“Chef is a good cook – everyone that dines here thinks the food is great.”

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Chef of the Year – Standalone restaurant

Overview
The outlet itself, even if based in a hotel, operates entirely independently in terms of its income. The award is open to any chef in the Middle East, who is in charge of the kitchen — or kitchens — in a freestanding restaurant and plays a significant role in the day-to-day running of these premises.

Checkpoints

Chef can balance admin work and kitchen hours with team training and diner satisfaction
Chef has implemented a technique(s), outside of his/her job description to ensure the operation is profitable
Chef has in some way gone the extra mile to support the regional F&B industry

What we're looking for...

“Chef has dedicated hours of research into working with a network of contacts worldwide to improve the supply and pricing of produce from farmers, not just to his own outlet, but to those across the city too.”
“He is always available to his staff at any given hour.”

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Pastry Chef of the Year

Overview
Open to any pastry chef currently working in the Middle East. A good pastry chef will demonstrate flair and skill in every sweet created; whether he’s creating 20 or 200. This category is open to pastry chefs of both stand-alone and hotel operations.

Checkpoints

Chef’s knowledge of developments in the world of pastry is constantly evolving and he/she is able to adapt to consumer trends as they happen
Chef is innovative and uses initiative to try new things regularly
Chef is able to clearly demonstrate he/she is cost-conscious; market-conscious and environmentally-aware

What we're looking for...

“The biggest impact was switching the current chocolate supplier to one of similar quality and distinction, but with a wider range of product at a lower cost, resulting in a cost saving of 60% in the last year alone.”
“He never stops taking on challenges. His next aim is for ours to be the best pastry kitchen in the country.”

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NEW! Chief Steward of the Year

Overview
The chief steward is the head of the stewarding department. He is responsible for the whole department – the productivity of the department, the quality of the service, the relationship of the staffs of the stewarding department with each other and the relationship of the staff with the guests. The chief steward reports directly to the executive chef, and he also works closely with him.

Checkpoints

Is exceptionally organised and manages the necessary admin functions effectively, controlling loss and breakage and ensures adherence to budgets
Is an effective team leader who ensures the stewarding team is well communicated to at all levels concerning rules and regulations of the kitchen
Makes sure that all aspects of the kitchen and the restaurant are always kept clean according to the health and safety standards of the establishment and has implemented an effectively operating waste management system and general operating system for the kitchen

What we're looking for...

“He has implemented a checklist, where every 30 minutes, each member of the stewarding team is responsible for cleaning a specific area. They then tick it off on the checklist. This empowers each team member and gives them a sense of responsibility.”
“He always checks the kitchen is clean every three hours.”

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Restaurant Manager of the Year

Overview
Open to any restaurant manager for any Middle East outlet. The Restaurant Manager of the Year considers and implements drivers to boost front-of-house business. As well as being a key figurehead to customers, he/she is also dedicated to ensuring his/her staff are trained up to the correct standards and offer a top service. Where a restaurant manager has contributed to boosting sales, tell us how.

Checkpoints

RM is personable and approachable
RM has implemented key drivers to boost covers, revenue and cut costs front of house and has demonstrably improved operations in the last year
RM is an inspiring and motivating leader
RM is committed to the success of his team, initiating relevant training and development sessions and programmes wherever necessary

What we're looking for...

“She initiated a redesign of the restaurant in June, moving the reservations desk to the entry door and outside the main restaurant area. This increased the number of seats available, increasing covers by 5,000 annually.”
“He knows the product well and is good at selling it.”

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Bar Manager of the Year

Overview
This category is strictly open to a manager of a bar — not a restaurant as well — in the Middle East. A successful bar manager should provide a personalised service to customers as well as motivating their bar staff. He/She should be aware of the entire outlet’s operation and progress, and if bar is based in a restaurant, must demonstrate ways he/she has contributed to a shared success.

Checkpoints

BM knows his/her regular customers, and with new customers, makes a conscious effort to strike up a rapport
BM is an inspiring leader that takes an interest in his/her staff development, offering training and helping to implement clear development plans
BM is focused on the venue’s success, demonstrably improving operations during their time there through the development of new menus, sourcing new products and adapting to trends as well as implementing cost-saving techniques
If the bar is part of a restaurant, BM has a strong awareness of the dining offering and ensures his/her team to do too

What we're looking for...

“Abiding by the 'you cannot sell what you don’t know' rule, he implemented a weekly cross-training session between the bar team and kitchen team where each of the bar asscociates is closely involved in the food preparation process.”
“He knows the drinks menu off by heart and steps in when a member of staff is unable to assist the customer.”

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Sommelier of the Year

Overview
Open to any sommelier in the tea, wine or water industries working in the Middle East; our Sommelier of the Year makes it a priority to stay up-to-date with current trends and customer preferences across the globe as well as in the local market. He can successfully pair appropriate beverages with food when required and works closely with the kitchen to ensure the success of related promotions.

Checkpoints

Sommelier has a strong relationship with the kitchen, is well versed in the art of pairing wine/water with food
Has a strong knowledge of world-renowned wines/waters/teas and current and potential trends in the sector and is committed to staff training in this area
Sommelier is able to demonstrate clearly where he/she has boosted operational sales through wine/dish recommendations or through tea/wine/water promotions
Sommelier has implemented measures to source new wines/waters/teas for best prices and strong supplier ties

What we're looking for...

“His total revamp of the menu, removing 58 existing wines on the list and adding 76 new ones through his knowledge of bestsellers and flavour profiles has resulted in 7/10 tables ordering wine with dinner compared with 2/10 from the same period last year.”
“His main focus is to ensure guests return to the outlet, or stay longer and spend more.”

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Waiter of the Year

Overview
This category is limited to waiters/waitresses working in a Middle East outlet. Hosts/Hostesses are not eligible to enter for this category. The award aims to recognise someone who excels in their role, aiding the smooth running of the outlet and enhancing the guests’ dining experience.

Checkpoints

Waiter knows the menu and the operation inside out
Waiter is personally able and is quickly able to build up a rapport with customers
Doesn’t wait to be told what to do and takes the initiative wherever possible, particularly with regard to problem solving
Waiter drives his/her own development and can demonstrate clear evidence of his/her career progression over the last year

What we're looking for...

“She has a curiousity for other languages and for the four dominant cultures that visit the outlet, she has learned the basics in those languages and is thus able to break the ice between herself and the customer.”
“He’s a great team player and always assists team mates with his knowledge of the menu."

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Kitchen Hero of the Year

Overview
Open to any member of kitchen staff in the position of commis chef (1-3) all the way down to the most junior kitchen assistant. This category aims to recognise the ‘unsung hero’ of the kitchen — even if they are involved in banqueting or hygiene operations at a level equivalent in rank to a commis 1-3. Their hard work and quiet dedication makes an operation run smoothly and the kitchen could not function without their efforts.

Checkpoints

The hero has proven reliability, enthusiasm and dedication, manifested through support for both colleagues and the operation
The hero can provide clear evidence of his/her progression over the last year along with details of any training undertaken
The hero is a strong team player and works tirelessly to contribute to the shared success of the operation

What we're looking for...

“He has been instrumental in organising the Can Collection Drive in conjunction with the Emirates Environmental Group. His efforts have resulted in exceeding the hotel target by 13kg.”
“He has shown a positive attitude in all events and has delivered to all expectations.”

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Split! Restaurant Team of the Year - Hotel

Overview
This year’s Restaurant Team of the Year award was split to recognise both a hotel and an independent outlet as we are aware both face different operational challenges.
The Restaurant Team of the Year – Hotel category is open to any hotel-based restaurant in the Middle East that has been operational for at least 12 months, this award wishes to recognise the efforts of an outlet which has performed exceptionally over the past year. While finances are important, positive growth can be translated in a number of different ways – whether through effective waste management/energy saving or through the outlet’s contribution to the wider industry and environment. Look at the checkpoints opposite for a better idea.

Checkpoints

Entry demonstrates a strong working relationship between front of house and back of house teams
Entry demonstrates number of covers achieved on a nightly or weekly basis; capacity of the outlet
Entry demonstrates %cost savings; %waste reduction and/or %profit achieved in the last year – optional
Entry demonstrates how the outlet has developed through its lifecycle, whether through redesign to accommodate more covers, revamping menus.

What we're looking for...

“The outlet revamped its dining menu and has since demonstrated a 23% increase in sales revenue.”
“We are one of the best restaurants in the city and often have queues an hour long.”

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Split! Restaurant Team of the Year - Independent

Overview
Open to any non-hotel restaurant – if located within a hotel then one whose finances remain independent from the hotel’s – in the Middle East that has been operational for at least 12 months. This award wishes to recognise the efforts of an outlet which has performed exceptionally over the past year. While finances are important, positive growth can be translated in a number of different ways.

Checkpoints

Entry demonstrates a strong working relationship between front of house and back of house teams
Entry demonstrates number of covers achieved on a nightly or weekly basis; capacity of the outlet
Entry demonstrates %cost savings; %waste reduction and/or %profit achieved in the last year – optional
Entry demonstrates how the outlet has developed through its lifecycle, whether through redesign to accommodate more covers, revamping menus, cross-training of staff or similar

What we're looking for...

“Staff work on a rotational pattern between the bar and the restaurant for a week at a time. This allows staff to gain a better understanding of the whole outlet’s operation rather than a single area.”
“All staff undergo a constant training schedule to maintain knowledge of the extensive F&B menu.”

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Bar TEAM of the Year

Overview
Open to any bar in the Middle East that has been operational for at least 12 months. Our Bar of the Year is not necessarily the highest-earning outlet — although of course finances play a part, it is an outlet which has performed exceptionally, showing a significant improvement regarding profit margins, staff progression, menu development, innovative measures to promote cost-efficiency, clever marketing drives, reducing the staff turnover rate, increasing covers, or building repeat custom.

Checkpoints

Entry demonstrates number of covers achieved on a nightly or weekly basis; and capacity of the outlet
Entry demonstrates %cost savings; %waste reduction and/or %profit achieved in the last year – optional
Entry demonstrates how the outlet has developed through its lifecycle, whether through redesign to accommodate more covers or revamping menus or similar

What we're looking for...

“Encouraging bar staff to recycle ingredients from the kitchen has slashed wastage by 60% in the last year.”
“The consistent good feedback encourages us to provide a high level of service.”

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NEW! Casual Dining Team of the Year

Overview
This award is designed to recognise the growing sector that is casual dining in the region. Applicable to any hotel or non-hotel eatery in the region, it considers any F&B outlet from a cafe to a burger joint. Examples could include The Lime Tree Cafe or Asia Republic. Where franchises are concerned, it will be based on one of the chain’s restaurants so one Just Falafel store could compete with another! The full criteria for this award will be detailed in the next issue of Caterer and the main awards homepage when nomination entries open...

Checkpoints

Entry indicates reasoning behind the concept – why it was felt there was a need for such an outlet and how it is different
Entry indicates exceptional service/progress showing well considered and executed plans for market differentiation, menu development, competitive edge, innovative measures to promote cost-efficiency, clever marketing drives, increasing covers and building repeat custom
Entry demonstrates a strong working relationship between front of house and back of house teams
Entry demonstrates number of covers achieved on a nightly or weekly basis; capacity of the outlet
Entry demonstrates %cost savings; %waste reduction and/or %profit achieved in the last year

What we're looking for...

“The business lunch launched in the second month of operations has proved to be a real success, increasing lunchtime turnover by 40%.”
“The food is delicate, light and fresh. It is fragrant, bright and rich.”

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The good, the bad and the ugly

The good

Do make a note of the deadline dates. Late entries will not be considered.
Do ensure entries are clear and concise by sticking to the word-count. Our judges have hundreds of entries to sift through. It is in your favour if your entry is clear and quickly gets to the point about how amazing your nominee is. It also helps to get a second pair of eyes on the nomination to avoid mistakes and repetition.
Do complete your entries. Try filling out a rough draft first, so you know all the points you want to make. This makes it easier when you go to fill in the system version. You don’t have to fill in half of the information then come back to it later, by which point you may have forgotten or the deadline date might have passed!
Do include testimonials from colleagues. It helps us gain a feel for what the nominee is really like.
Do locate the PR or marketing person from your outlet and let them know who you want to nominate and why. Management may have already put that person forward so it is best to double check to prevent duplicate entries. If you fancy yourself as an entrant, speak to your PR or marketing person too and express your interest.
Do think carefully about what categories to enter for. While there are no restrictions to how many nominations you can put forward it is better to focus on one or two and enter strong nominations for these than enter sub-standard entries across seven or eight categories.

The bad and the ugly

Don’t copy/paste a person’s CV into the entry form. It shows a lack of effort and this is not a job vacancy.
Don’t list the person’s job role when asked how the person excels in their role – we are looking for examples of where the candidate really shines.
Don’t be afraid of including figures. While not compulsory criteria, they really do help us compare apples with apples. As this is a business publication, we’re interested to see proof of how well your outlet/person does. We don’t print this information nor do we make it public. Stick to percentages if that makes you more comfortable.
Don’t hesitate to contact the Caterer editor, hannah.abdulla@itp.com if you have any questions about this year’s awards process. No question is a silly question!

REMEMBER!
You could be the most popular or well known restaurant or bar in the city or the country, or the most famous chef or bar manager – but don’t assume the judging team will take this on board. Being a business award, your entry must clearly demonstrate successes and why your nominee truly deserves to win.