Mario Batali – US Food Service

Posted on 21st March 2013 in

Client:  US Food Service and their event management agency.

Program: The Company was looking to surprise over 1,000 of their top performing executives and their spouses at US Food Service’s annual event in Florida.

Challenge: To create a unique event that would tie in their dominance in the Food Service sector with a Celebrity Chef who owns restaurants that are US Food Service customers.

The “Basket Items”:  Celebrity Chef Network (“CCN”) was challenged with finding a top level chef with the following assets:

  • Had a highly rated Television show
  • Was a NY Best-selling Author
  • Had created a once in a lifetime experience previously
  • Utilized US Food Service at their restaurant(s)
  • Felt comfortable creating a meal for over 1,000 and working with the staff and Executive chef from the venue

The Execution:  Celebrity Chef Network was retained to perform the following tasks:

  • Research elite Celebrity Chefs that met the above criteria
  • Vet those Celebrity Chefs for any type of recent negative press
  • Confirm fee for the above services including costs associated with:
    • The Celebrity Chef’s performance rider
    • Securing private aviation to Chef’s specifications and location
    • Working with the event management company on solidifying and confirming the event’s menu
  • Negotiate Celebrity Chef’s fee within client’s budget
  • Establish onsite logistics and post event agenda for book signing

The Results:

  • Attendance:
    • Most attended event by spouses
    • Over 95% approval rating by all attendees
    • The response was so positive that US Food Service hired Celebrity Chef Mario Batali again the following year

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