TAILGATE TOOLKIT Innovative tools and resources to help you provide your customers with the ultimate game day experience!
Game day is more fun with food. Just because our world looks a little different these days, we all still want to celebrate! As humans, there’s a natural tendency to want to be part of something, hang with the pack – be part of a team. That’s why watching the game down at the local pub, Friday night at the high school ball field, or tailgating at the stadium has become a cultural mainstay.
So, now that we’re dealing with restricted occupancy, limited traffic, and fewer diners willing to mix & mingle, let’s seize the opportunity to attract new business by promoting the “Tailgate”. Don’t assume the concept of Tailgating is limited to football season. Although it’s most closely associated with that sport, a Tailgate party is the perfect theme to celebrate any event - all year round. As with most things in our business, it’s all about the marketing. And when it comes to Tailgates, we’re really looking at small scale catering… with Cheerleaders!
Whether you host the party on your patio, deliver it, or prepare it for pickup, a properly crafted Tailgate program can become a standard offering on your catering menu. Good luck – and maybe we’ll see you at the Derby?
Sysco has thoughtfully put this Tailgate Toolkit together for you to help make the process smoother and to provide inspiration for a new revenue stream. 2
SCORE BIG WITH A TAILGATE PROGRAM • Tailgating An All-American Experience • Steps to Developing a Tailgate Program
PROCESS & PREPARATION • • • • • •
Ready, Set, Go! Starting Lineup Game On Special Teams Overtime The Real MVPs
PRODUCTS & PACKAGING • • • • •
Tailgating Favorites Foods That Travel Well Single Use Products Safety & Sanitation Signage
MENUS & MARKETING • • • • •
Menu Engineering Streamline Your Menu for Success! Social Media Messaging Tailgating Marketing Kit More Tailgate Themes & Ideas
iCARE SERVICE PARTNERSHIPS • • • • •
Ordereze Cheddrsuite Ready UberEats IMT (Integrated Marketing Technologies)
Please review federal, state and local regulations to ensure your compliance w ith the law . For safety and sanitation, stay up to date and check the latest information on CDC.gov. Consult your legal advisors regarding any risks associated with starting a new venture or implementing any recommendations.
An All-American Experience Merging food, partying, and sports has been around for centuries – think back to the Colosseum in Rome or jousting in medieval times – but some attribute the first Tailgate to Yale University football circa 1904. Others say Tailgating may refer to 1919, where Green Bay Packer fans would back up their trucks near the ball fields and drop the Tailgates for seating. In any case, the party begins.
Over the years, the simple Tailgate picnic has turned into more of an event with grills, tents, contests, and entertainment, allowing sports fans to feast on all types of foods, imbibe their favorite beverages, and enjoy the company of like-minded friends. With social distancing, restrictions on public crowds, and limited sporting events, the Tailgate venue has moved from parking lots to the family room and has become a prime opportunity for restaurant operators to offer small scale catering packages - “Tailgate To-Go!”
From sandwich platters to barbecued ribs, restaurants are providing sports fans not only the convenience of Tailgate standards, but also a huge variety of menu options and reasons to celebrate! Available for pickup or delivery, small scale catering is nothing new, but marketing these packages and Tailgate Kits – or Halftime To-Go – allows restaurants to expand services and create buzz. By focusing on platters & bowls serving 10-12, it’s an easy jump from a “family style” meal to a Tailgate party!
Remember, it’s really just a fun name for a super-sized to-go, right? Small scale catering – whether a “Tailgate” or “Party Platter” is all about the item, the delivery, and the marketing. You can do this!
Review your menu. ➢ ➢ ➢ ➢
What are you known for? Can you turn that into a Tailgate platter? Develop a few packages – with a collection of 4-6 items serving up to 10 people each. Offer a “BYO Tailgate” option with à la carte options. Source additional food items you can use to round out your package options. Talk to your Sysco Sales Consultant for more suggestions!
Clarify the process. ➢ Determine the prep time for each item. Must items be ordered in advance? If so, how much lead time? What’s your capacity? How many orders can you handle? ➢ Source your caterware: disposable platters, bowls, and chafers (or offer reusable service pieces and equipment if available). ➢ Will you offer pickup and delivery? What about third-party delivery? ➢ Don’t forget the wet-naps and utensils!
Train your staff. ➢ Cross-train your team - so everyone can jump in when you get an order. ➢ Provide an easy order form so nothing's missed when booking a Tailgate!
Start simple and expand. ➢ Test the market! Advertise your “Tailgate-At-Home” packages and see what response you get. ➢ Adjust if necessary – then do it again! The opportunities are endless: football, baseball, basketball, hockey, soccer, even from local high schools to professional teams – your customers are looking for a reason to CHEER!
Check out the following great options that Sysco has put together for your
GAME DAY LINEUP!
Choose your products wisely – craft your menu. Create a simplified Tailgate Menu focused on takeout and delivery. Pare it down to a short list of easy-to-make dishes that travel well. Think comfort foods like sandwiches and wraps, salads (dressing in a separate container), pizza, and baked pastas – don’t forget sides, desserts, and beverages. Just because the dishes are easy to make doesn’t mean they have to be boring! Chef Neil Doherty, Sysco’s Senior Director of Culinary Development, recommends using this opportunity to test your creativity: “Using speed-scratch components or ready-made dishes as a base and then adding your own spin to it will make the truly great stand out from the pack.” Now is the time to go minimal. Highlight signature dishes plus a few low-cost, low-labor favorites. When you have fewer items on the menu, you can maintain a simpler inventory and use some of the same ingredients across several dishes to optimize supply. Consider developing three basic “Tailgate To-Go” packages with four items each – all your specialties. Then, offer a “BYO Tailgate” option where your customer creates their own package. It gives them the flexibility to choose, but doesn’t push your staff outside their comfort zone.
Appetizer Bundle ➢ Handhelds: one or two bites each
Mexican Fiesta ➢ Exciting flavor options, fun for guests
Tailgate Grill ➢ Classic Tailgating – think about the “adult beverages” too!
Breakfast / Brunch Kit ➢ Who says you can’t Tailgate in style?
Items to Feature When it Comes to Tailgating!
Cutting Edge Solutions – on trend, satisfying and profitable ideas for your Tailgate! https://foodie.sysco.com/cutting-edge-solutions/introducingspring-2020-ces-cutting-edge-solutions-products/
➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢ ➢
Chicken Wings, Meatballs & Sauces Pizza & Pasta Brisket & Pulled Pork Sous Vide Sirloin Steak BBQ Ribs & Chicken Grilled Burgers, Brats & Hot Dogs Fajitas, Taco Meat & Barbacoa Guacamole & Salsa Chips, Dips & Sauces
Whether it’s for the Rugby Finals Tailgate – or “Brunch at the Masters”, Sysco has put together some thought starters for you to consider:
Sous Vide Sirloin Steak https://foodie.sysco.com/cuttingedge-solutions/sysco-classic-sousvide-sirloin-steak/
Tyson Boneless Thigh Wings https://foodie.sysco.com/cuttingedge-solutions/tyson-bonelessthigh-wings/
Fully Cooked Chicken Skewers https://foodie.sysco.com/cuttingedge-solutions/sysco-classic-fullycooked-chicken-skewers/
A Fresh Take on Tacos https://foodie.sysco.com/tips-andtrends/a-fresh-take-on-tacos/
FOODS THAT TRAVEL WELL Some foods retain their flavor and texture better than others during the takeout or delivery timeframe. Sandwiches, salads and wrap platters are all excellent examples of family-style takeout or delivery meals that are popular in times like these. Short pastas, such as cavatappi and penne, retain their quality during transport. Fried foods can lose their crisp; however, Sysco has developed several distinctive fried products that hold up better over time. For example, Sysco Imperial Ultimate Crisp Heavy Battered French Fries, which are coated in an extra-thick batter to ensure a crisp outside and buttery interior. Selecting your menu items and takeout containers with travel in mind will increase customer satisfaction and likely will result in an uptick of re-ordering. Contact your Sysco Sales Consultant for more information on available products.
When considering your Tailgate Menu selections, weâ€™ve put together some thought starters for you to consider:
Grilled Meats - Grilled meats reheat easily and maintain their integrity in takeout and delivery applications.
Vegetables - Steamed or grilled firm textured vegetables like carrots, broccoli, and fresh green beans should be prepared al dente so they donâ€™t overcook when reheated. Canned vegetables can give you more of a country-style appeal and are great as a side to meat-based entrees.
Pizza and Flatbread - These delivery and takeout staples can be prepared ahead of time allowing for shorter ticket times and support increased demand.
Casseroles & Pot Pies - A hearty choice with extended hold capabilities. Pot pies and other casserole dishes may also be prepared in disposable foil pans for easy cleanup and storage of leftovers.
Pasta Dishes - Baked pasta dishes, such as lasagna and baked ziti, can be prepared ahead of time and in bulk for ease of service and reheating.
Sandwiches and Wraps - Convenient, extremely portable, and suitable as a meal or snack at any time of the day. Pair with grab-and-go items for a complete meal.
Salads - A healthy option that can be served with grilled meats and an array of toppings or dressings. Sysco Imperial Fresh salad mixes are HCAAP safe, provide ease of portioning and maximum shelf life.
Package with a purpose. Your customers will have a better – and safer – Tailgate experience when you provide sturdy packaging that maintains the quality and integrity of the food. That means using containers that are durable, won’t leak, and won’t break. Bonus points for containers that also allow for reheating. “Remember, your reputation is in that box,” says Chef Doherty.
When creating your Tailgate Menu, concentrate on those dishes that will travel well and even reheat well, as many diners are putting entrées in the oven or microwave once they get them home. You need to choose the right dish and packaging. “Old favorites like pizzas, burgers, and pastas work great. Asian noodle dishes such as lo mein are very forgiving,” says Chef Doherty. Other foods may need more attention, like placing separate components in small containers to keep the hot and cold apart and to keep anything from getting soggy.
TIP: For more information, and to watch a video, about packaging available through Sysco, CLICK HERE to view.
Tray Plastic Cater Black Flat Smartlock
Cardboard Catering Box Jumbo
Plastic Black Tray 16â€? Round
Chafer Dispenser Catering Combo
25CT / 18IN
1 / 25 CT
1 / 36 CT
6 / EA
Square Platter 4 Section w/ Clear Lid
Round Platter 4 Section w/ Clear Lid (stackable)
Brown Paper Bag w/ Handle 60#
Fuel Canned Chafer Twist Wick 4 Hour
1 / 25 CT
1 / 25 CT
Label Roll 1"x3" Tamper Protect It Permanent Blue
10 / 500 Count
Container Paper #3 Takeout Kraft
2 / 65 Count
Carton Carry Barn Sysco Trendz 5#
3 / 50 Count
Container Paper 12oz w/ Paper Lid
1 / 250 Count
1 / 250 Count
Paper Cups Cold
24 / 50 Count
Kit Cutlery Heavy Knife, Fork, Spoon, Salt & Pepper, Napkin
1 / 24 CT
Container Plastic Deli Translucent with Lid
240 / 16 OZ
Cutlery Kit Caterwrap Natural
1 / 100 Count
Sterno SpeedHeat™ 8 Kits
An instant, flameless food warming system designed to make quick-serve, drop-off catering SAFER, SIMPLER and FASTER Features & Benefits: REPEAT CATERING ORDERS • Exceed your customers expectations and increase profits by optimizing your Catering Menu and providing hotter, more delicious food for quick-serve events
FLAMELESS HEAT • • RECYCLE SPEEDHEAT™ TRAY & BASE DISPOSE OF SPEEDHEAT™ PACKETS
No open flame means you don’t have to worry about inexperienced customers or employees serving hot food Expand your Drop-Off Catering service into locations with open flame restrictions such as Churches, Stadiums, Casinos, Historic Buildings
SET-UP AND SERVE IN MINUTES • • 8 Kit Contents 8 SpeedHeat™ Bases 8 SpeedHeat™ Trays 16 SpeedHeat™ Packets
Minimal parts provide a quick and easy set-up by the customer Instant Heat activates in under 1 minute and keeps food warm for up to 45minutes Drop-and-Go! • 1-time use and disposable means no waiting around to pick-up equipment after the quickserve event has ended
WHAT ARE QUICK-SERVE EVENTS?
SEOKeywords: Sterno SpeedHeat, Sterno SpeedHeat Drop-Off Catering, Catering Equipment, Drop-Off Catering equipment, Catering Supplies, Drop-Off Catering Supplies, Business Catering Equipment SUPC#
• Business Catering, Office Lunches, Corporate Events, Home Parties • Events lasting under 1 hour
SpeedHeat 8 KIT
The health and safety of your guests should be your number one priority. To help you with that, we have put together some fundamental products you may want to consider. These include masks, gloves, sanitizer, and more. Your restaurant should have a large stockpile of protective equipment in order to supply every worker with an adequate amount.
Soap Hand Antibacterial Foam Advanced
Bleach Liquid Disinfectant Cleaner
Cleaner Floor Sanitizing Wash n Walk
4 / 750 ML
4 / 32 OZ
1 / 2.5 Gal
Sanitizer Hand Foam Ready to Use
Towelette Moist with Alcohol
Thermometer Infrared Forehead Non-Contact IR
4 / 750 ML
Mask Face 3 Ply Disposable
Dispenser Hand Sanitizer Pedal Activated
Sanitizer Hand with Aloe 77% Alc.
Sanitizer Hand Liquid 80% Alc.
12 / 25 FL OZ
6 / 0.5 Gal
The CDC â€œrecommends use of disposable itemsâ€?*, from menus and condiments to napkins, utensils, and dishes. In many cases, single-use products are required for your customers. Sysco has a variety of items to assist you.
Sweet Plus Sysco Sugar Substitute Packet Yellow
Sysco Classic Sugar Packet
Sweet Plus Sysco Sugar Substitute Packet Green
Sweet Plus Sysco Sugar Substitute Packet Blue
#0191516 # 5641725
Sysco Imperial Knife Plastic Pieces Silver Extra-strength
Sysco Imperial Spoon Plastic Pieces Silver Extra-strength
Sysco Imperial Fork Plastic Pieces Silver Extra-strength
Sysco CLASSIC Napkin Dinner 17" X 17" 3-Ply White 1/8 Fold
Click here to view products * https://www.cdc.gov/coronavirus/2019-ncov/community/organizations/business-employers/bars-restaurants.html
House Recipe Ketchup Packet
House Recipe Mustard Packet
House Recipe Mayonnaise Packet
Wholesome Farms Imp Continental Butter Cup Whipped
Wholesome Farms Imp Continental Butter Chip
House Recipe Classic Honey Pure Packet
House Recipe Classic Cracker Oyster
Sysco Classic Salt Packet
Sysco Classic Pepper Packet
Sysco Classic Pepper Packet Fluted
Sysco Classic Salt Packet Fluted
Sysco Classic Wrapped Plastic Straw
Click here to view products
A way to make first and lasting impressions is to ensure you have the proper signage. After all, your success is all about your branding and marketing, right? This includes giving attention to your curb appeal, brand recognition through signage, and the ability to stand out from every other restaurant in your area.
Now that you have thought through your “Tailgate” options, it’s time to spread the word! Sysco Marketing Concierge offers strategies and customized marketing pieces designed to help you communicate all you have to offer.
Tailgate Package Menu Strategize your menu to feature those items with higher profit margins and shorter prep times. Consider implementing a “quick turnaround” menu featuring appetizers, small bite offerings, and specialty drinks. Instead of set menus, you can offer a “PICK SIX” option, letting the customer plan their own menu! Don’t forget to review the 4Ps of menu engineering to boost your profitability!
Spread the Word Many guests have been missing out on the comradery that comes with sporting events. To create excitement, call out the local teams, the seasonal events, and your exciting options on all your social media channels. ➢ Communicate frequently. ➢ Share your Tailgate themed and Event based offerings. ➢ Provide information about how customers can order – including 3rd party marketplaces. ➢ Build excitement and hype – keep it going season to season! ➢ Market any promotions you may be offering.
Signage Always have visible signage at all times. Consider patio easels, sidewalk signs, and banners – make sure your signage can be spotted by those walking or driving by. There are sports fans everywhere! Sysco Marketing Concierge is here to help you succeed!
Contact us at 1-800-380-6348 or firstname.lastname@example.org
Manage Your Menu Content • Focus on what you do best – provide a consistent, quality product that your customers can count on. • Evaluate and update your menu considering the 4P’s of Menu Engineering:
PROFITABILITY • Review current item costs and make pricing adjustments based on current market conditions. • Identify areas where you can switch out ingredients to enhance profitability without compromising quality.
POPULARITY • Feature your signature items – what are you famous for? Wings? Perfect – BBQ? It’s a natural! • Review history or competitive analysis for key offerings.
PREPARATION • Select items that require limited preparation and assembly. • Cross-train your kitchen staff for maximum efficiency – you may get last minute orders! • Review and reduce your inventory to minimize stand-alone items and excess stock.
PORTABILITY • Ensure your items package and travel well – maintaining their quality and freshness. • Invest in the proper carryout containers to maintain temperature and ideal presentation.
As you plan your business and strategize services, you will need to rethink and reengineer your menu to meet the new expectations of your customers.
Streamline Your Business • Limit your menu offerings for maximum efficiency, and profitability, while focusing on strategically planned LTO’s to drive business.
• Adjust your staffing needs to accommodate your pre-booked orders. • Continue to offer carry-out, curbside pickup, and delivery, along with other enhanced services, such as meal kits, take & bake, and specialty items. Your Tailgate Options should enhance, not interfere with normal business! • Create an on-site, pop-up shop or virtual “marketplace” to offer your Tailgate platters or party kit items. Become the “go-to” pickup spot!
Rethink Your Menu Format • Understand your customer. They are looking for you to make their free-time more fun and unique. They look to you as social director! Keep the options creative, fun, and current – if it’s soccer season, change the names and design to match. • For dine-in service or carry-out, introduce or enhance online ordering and payment options. • Offer your menu online and viewable via your customer’s smart phone or tablet using a QR code for contactless ordering.
TIP: Single-use, easily sanitized, digital display or contactless menus are recommended (or may be required) and serve as a clear indication of your commitment to safety and sanitation.
Talk to your customers. Create a sense of excitement & fun! During this time, it’s important to communicate and engage with your customers where they are – and the majority of your customers are online. Just because they’re sitting in their family room doesn’t mean they’re not looking to change it up and make “game night” more special! We realize this pandemic is making everything incredibly challenging, and Sysco is here to support you in every way possible. We have put together some core fundamentals to help you engage with your customers online, boost awareness on your offerings, and keep your business going strong during this unprecedented time.
Your website, email, and social media can help you to: • Be responsive and virtually interact with new and existing customers in a personal and transparent way. • Answer customer inquiries about your business operations and support. • Stay connected with your employees by sending them updates. • Get guests to feel safe with your services and comfortable with their experience. • Share photos, promotions, and updates about your business and services. • Make sure you’re top-of-mind when your customers are looking for dining options. • Share your services and availability.
Promote Your Services
Share Your Commitment
AVAILABLE FOR PICKUP OR DELIVERY! Order 48 hrs in advance to ensure delivery. 1-800-380-6348 www.mywebsite.com
Let your customers know that you have expanded your services to offer Tailgate Party Packs by communicating via these marketing essentials. Sysco Marketing Concierge is here to help you customize these pieces for your establishment, providing you with print-ready PDF files for you to print locally.
Contact us at 1-800-380-6348 or email@example.com 8.5x11 Menu
Social Media Post
More Tailgate Themes & Ideas The opportunities are endless – there is always something to celebrate with great food! Give your customers a reason to utilize your services by offering themed party packs. (Don’t forget about all your local and college sports!) Include all of the essentials to pull off a great game day experience! Sysco is here to help with your menus and marketing.
Contact us at 1-800-380-6348 or firstname.lastname@example.org
– Super Bowl / College Bowls
– World Series
– World Cup
– March Madness
– Stanley Cup
– Masters / US Open
– US Open / Wimbledon
– Nascar / Indy 500
– Triple Crown
– Winter / Summer
The Sysco iCare program is designed to make you more efficient, increase your profitability and make it easier for you to manage your operations. The intent is to help drive business in the front and back of house with our holistic collection of offerings, encompassing our specialized services, restaurant technology, tools, partnerships, and personalized consultation.
We have partnered with best-in-class companies to make sure our customers have the right tools to optimize their business and increase traffic.
Do you need your menus and marketing pieces printed? Sysco has you covered with our iCare Print Partner IMT (Integrated Marketing Technologies).
IMT IS A ONE-STOP-SHOP PRINT SOLUTION. Their digital cutter with OptiScout software has all the tools you need for custom menu work.
Whatever your needs are for printing, whether it be posters, banners, floor decals, menus, or other marketing materials, Syscoâ€™s partnership with IMT provides you affordable negotiated rates for printing. Sysco Concierge Services can also help you customize any of the materials in this toolkit. Contact us at 1-800-380-6348 or email@example.com
Need help with Tailgate solutions? Contact your Sales Consultant or Sysco Concierge Services at 1-800-380-6348 or info@syscomarketingserv ices.com
Please review federal, state and local regulations to ensure your compliance with the law. For safety and sanitation, stay up to date and check the latest information on CDC.gov. Consult your legal advisors regarding any risks associated with starting a new venture or implementing any recommendations.â€‹
Innovative tools and resources to help you provide your customers with the ultimate game day experience!