FRONT COOKING FOR SUCCESS

An indispensable sales booster in the conference and events sector.

Marian Schneider knows both sides – the hotel industry and events organisation: after completing his training, he worked as a chef in various Michelin restaurants for ten years. He is now managing director of gastroevents GmbH & Co. KG and runs various on-trend establishments and event venues in and around Ulm. In this interview, the successful go-getter explains why front cooking has become an indispensable part of the conference and events sector.

Mr Schneider, you use front cooking a lot in the hotel and events industry. Can't that sometimes be difficult at very large events?
Schneider: Quite the opposite. Front cooking combined with side dishes from the buffet is also a great option when a large number of guests need to be catered for in a short period of time. For us, the focus is always on quality. A steak is only succulent straight off the grill, and not when it is left to sit and get cold. This works just as well for 100 guests as for 2,500 – it's all about the correct preparation. Our experience shows that professional planning is a key factor in the success of front cooking. Front cooking can only unfold its full potential when careful thought has been given to the design and combination of the dishes on offer.

You mentioned that freshness and quality are among the benefits of front cooking. What other advantages are there?
Schneider: I can offer guests individuality and transparency. This is highly appreciated by customers. Customised preparation also means we can meet any special requirements due to allergies, intolerances or cultural dietary needs. Especially when it comes to conferences, this information is difficult to ask for in advance. With front cooking, we bring the chef to the diners and create transparency. The great unknown of "Who is cooking, how and with what?" is now easy to answer. The 1:1 contact means that diners are free to ask any questions they may have. This strengthens trust and increases appreciation.

So front cooking can definitely inspire guests. Where do you benefit from front cooking?
Schneider:One major plus for me is the reduction of food waste. Expensive ingredients can be prepared as and when they are needed. This reduces our calculation risk and means we can also offer our guests variety, transparency and freshness. Take pasta, for instance – a dish we can easily offer in four different versions with chicken, seafood, broccoli or tofu, thus catering for a wide range of dietary requirements, whether vegetarian, vegan or even flexitarian.

How do your chefs handle front cooking?
Schneider: Front cooking is our internal seal of quality, similar to a car manufacturer who has their mechanics sign a sticker as a guarantee of quality to reflect their personal responsibility. Chefs who are motivated and enjoy their work simply cook even better in front of guests. Going the extra mile is a matter of honour to them.

The direct communication with guests is one of the strengths of front cooking. Does this also apply to your chefs?
Schneider: It is a completely different experience to having things prepared in the background and then someone suddenly appearing with your food. This personal contact with guests is often not a one-off, but happens several times. You often see guests coming back over to say, "That was delicious" or "Your suggestion was great – I'd like another plate of it" or "My neighbour recommended it to me". The interpersonal dialogue creates a friendly atmosphere and generates a sense of well-being that is just as important as the quality of the food. This applies both to the chef and the guest.

How do you prepare your chefs for front cooking? After all, it is very different to working in a kitchen.
Schneider: We have always been lucky to have chefs who not only love cooking in front of guests, but also really get into it. They are the best role models for our apprentices, who like to learn from them. There is therefore always a professional at the cooking station to lead the team. Of course, we also do different types of training, such as verbal training. We also think about what needs our attention in visual terms or how we communicate hygiene.

How important is process planning and logistics?
Schneider: That's extremely important. We place great emphasis on defining standards in order to optimise processes. This includes customer flows and queuing procedures. For in-house events where we regularly cook for 2,500 guests, we therefore prefer fixed front cooking stations. After all, if we know from experience that guests always queue from the left, we can take this into account from the very outset. If, on the other hand, the station always has to be set up at a new location, we have to start afresh with a new set of circumstances and may lose valuable time. If you choose the wrong position in terms of your customer flow, this small mistake can suddenly have a huge impact.

How do you inspire event customers with your front cooking?
Schneider: Front cooking is an experience, and this is extremely important in today's world. Eating is an inherent part of the event and front cooking is the perfect addition. Guests move around between spaces and are tempted by the various things on offer. At the same time, you have music, demonstrations, a bar. The classic buffet without front cooking has become outdated. This is why our event offer includes at least two front cooking stations. And we mustn't forget one thing: with every event, people recommend us to others. It is the perfect opportunity to present our service portfolio. We want to impress guests, and front cooking is an excellent way to do this.

Video "A day at LAGO conference hotel in Ulm" (flexible use of front cooking)

More info on LAGO hotel & restaurant am see

More info on Marian Schneider