Caterer & HotelKeeper - 16 December 1999

It's not all child's play at Artizian's Mattel UK contract after the refurbishment of its catering department, but the results are looking positive. Diane Lane reports

OF the 100-plus occupants at the Mattel UK headquarters in Maidenhead, Berkshire, there are some who remain oblivious to their newly refurbished catering facilities. The familiar faces of Winnie the Pooh, Sesame Street's Big Bird, Buzz Lightyear and Barbie won't be sampling the improved menu.

The toy manufacturer spent £40,000 transforming the 60-seat Café M, which reopened on 1 November after a six-week refit. It has already seen a 45% increase in turnover.

"By 12.30pm the café is full," says Sally Jackson-Grimes, who as area manager has overall responsibility for the cost-plus contract gained in November 1997. "It was previously a hole-in-the-wall, hatch-type operation so the deli operation is a new concept."

Employees were encouraged to try the new facility with the gift of a £3 voucher, paid for by Mattel, to be used in the first week. Uptake is now 67% with average spend at £2.70 per head.

The new operation offers a daily changing menu put together on a weekly basis. "We don't have menu cycles in any Artizian contracts, because we don't believe in that system," says Artizian owner Alison Robinson. "This way we can accommodate customer requests and make the most of seasonal produce."

Customers have a choice of soup, meat or fish dish, hot vegetarian dish, accompaniments and a dessert. And because customers at Mattel are predominantly female and health-conscious, each dish carries an indication of fat content - low, medium or high.

Jacket potatoes and a range of salads are also offered and the deli bar carries lots of fillings and breads so customers can have sandwiches made to order.

The caterer is glad the refurbishment is finished, as the refit period presented something of a challenge. While the tariff had to remain the same, costs increased, as Artizian had to buy in sandwiches which could not be made on the premises. "It meant that, in the interim, we were not able to achieve the gross profit," says Robinson. "We brought the number of staff on site right down and ran without a chef manager. We had to keep costs to a minimum in view of the fact we were not getting the volume for gross profit."

A chef manager - in the form of Alec Britnell - has been appointed but is not due to take up his post until 13 December, so the contract is currently in the hands of temporary chef Chris Evans, with Artizian executive chef Simon Genduso popping in from time to time.

Finding the right person for the job was not easy given that, according to Robinson, unemployment in the area is practically zero. "We were looking for a foodie with character, and Alec is quite zany," she says. "He'll have to do the Christmas lunch two days after he starts here, so it's probably the best induction he could get."

Assisting temporary chef Evans at the site are Sally-Ann Wooster, who has project-managed the reopening, and hospitality hostess Jackie Ward. Wooster is due to take up the post of deputy manager at Electronic Arts, the new £500,000 contract in Chertsey, Surrey, starting in January. "We wanted her to have exposure to other units," says Robinson.

Ward's duties involve acting as hostess during the new-product-preview buffet lunches for visiting toy retailers held most days over a period of four to six months. This can involve taking care of groups of between three and 12 covers in two hospitality rooms seating 40 in total.

In addition to the change in the facilities at Mattel, there has also been some modification to the contract. While it remains cost-plus, the fixed fee has been raised from £8,500 to £12,000 per annum with an additional 4% commission on sales being paid to the caterers. The changes and the increase in business mean the contract is now worth £142,000 in annual turnover for Artizian.

The increase in business across the board at Artizian has necessitated further investment in IT facilities at the head office in Wargrave, Berkshire. Finance director Jackie Brain is budgeting £10,000 over three years for hardware, which will increase the number of computer terminals from two to five. "With the Electronic Arts contract starting next year the additional workload is considerable, and we each need a terminal," she says. Part of the upgrade will involve computerising the sales database in January.

Artizian will also be tendering for the contract to feed 350 employees of an international company's European headquarters being set up in Berkshire in May 2000. The facility will have a 130-seat restaurant, which the successful contractor will get involved in designing. Artizian has already had to submit design ideas.

Christmas menus have been finalised by Genduso and are a mix of the traditional and the not-so-traditional. Most clients have opted for 15 December or close by for their festive lunches, so Artizian head-office staff will be spreading themselves thinly to provide representation at each contract. Estimates are that Artizian will serve 2,500 Christmas lunches in that week.

Although Artizian was set to cater for a large Christmas party for its longest-standing client, Alfred Dunhill, on 9 December, Robinson has decided to pull out. "It was a commercial decision," she explains.

"It was getting very close to the date of the party and many things were still unconfirmed by the client, such as the number of guests. At one point it jumped from 700 to 900 guests. Event catering is not our area of specialisation and we would rather pull out than supply something below our usual standard." n

"We don't have menu cycles in any Artizian contracts, because we don't believe in that system" Alison Robinson

The team (clockwise from left): Alison Robinson, Jackie Brain, Sally Jackson-Grimes, Jayne Billam and Simon Genduso, plus friends, at the Mattel UK contract

The story so far
Artizian Catering Services opened in December 1996 with a £30,000 investment from Alison Robinson. Now the company has a turnover of £1.5m and 10 contracts. A new contract and increased sales following refurbishments at two of the company's blue-chip clients' premises mean a recruitment drive and an upgrade of head-office equipment is necessary.

Facts

Artizian Catering Services
4 Spring Meadows Business Centre, Wargrave, Berkshire RG10 8PZ

Managing director and owner: Alison Robinson
Joint managing director: Jayne Billam
Finance director: Jackie Brain

Mattel UK, Maidenhead, Berkshire
Type of contract: cost-plus
Contract started: November 1997
Catering facilities refurbishment costs: £40,000
Seats in Café M: 60
Average spend per head: £2.70
Projected turnover: £142,000