Interested in starting your own entrepreneurial journey in food and beverage but unsure what to expect? Then read up on our interview with Laurie Fraser, CEO of Doorstep Diner Catering, located in Lincoln, NE, USA.
What's your business, and who are your customers?
Doorstep Diner Catering is a full-service caterer. We are known for being Lincoln's only thematic caterer. If you can dream it, we can theme it! From Rockabilly to Great Gatsby, Steampunk to High Teas, we can provide an experience for your guests that will be the talk of the town! Doorstep Diner Catering is a locally owned company born out of hard work and a desire for excellence in the industry.
Tell us about yourself
A marketer by trade, I never envisioned owning a catering company, but when a talented chef has a dream, and you know you can make it come true, you open a catering company! I am motivated by our guests and their experience. Our clients love us, and we love them- we love their smiles and appreciation of our food and service. I am motivated by our staff and families. I am proud to be a part of economic development in Lincoln, creating jobs and sustainability.
What's your biggest accomplishment as a business owner?
My biggest accomplishment as a business owner is being recognized by Forbes Magazine as one of 1,000 entrepreneurs nationwide. This was based on our financial growth, the culture we have created, and our business plan for growth. I attribute this success to our amazing team, who works diligently to create amazing cuisine and service. Without them, we would not have earned this honor.
What's one of the hardest things that come with being a business owner?
The hardest challenge we faced was 2020. What was projected as our largest year for growth became our worst year in a matter of weeks. With the shutdown of events, we were faced with hard decisions. As owners, we gave up our salaries first, hoping to keep our staff. Within two weeks, it became apparent that was not going to be enough. The hardest thing I've ever done was sit across from our staff and tell them I had to lay them off temporarily and that I didn't know what was going to happen.
My biggest pride is being able to take care of people and not being able to take care of our staff hit me hard emotionally. Walking into our kitchen and seeing empty staff lockers and a clear calendar was incredibly hard. We knew we would make it through the pandemic, but we didn't know how hard it would affect us emotionally. We asked our staff to come in weekly and gave them gift cards. It was important for us to see them and for them to see how hard the owners were working on getting them back. After 2020 we thought we were on the coast as business was booming. We were then hit with staffing. We could not accommodate our growth, and we're working for our staff really hard. Understanding that they were at a breaking point, we started turning down work. 2020 was famine, and 2021 was a feast, and neither was easy to manage.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Run lean and mean. Too many of our competitors fail as they front-load expenses with buildouts and staffing, loans and leases that they cannot sustain long term. We started as a cash-only business and bought what we could afford. This is what got us through 2020. We had enough cash reserves to fund ten months of operating expenses with zero revenue coming in. While our competitors were scrambling, we were in a good position to outlast the shutdowns.
- Break the rules. The foodservice industry is notorious for low pay. We offer to pay higher than our competitors, flexible scheduling- our staff knows what needs to be done and sets their own hours and vacation pay. We also offer substantial bonuses at the end of the year. If the company is profitable, we share that with our staff.
- Under promise and overdeliver. We are clear with expectations with clients and help them understand how we operate. We are accessible and responsive, show up early and provide outstanding service. Our clients have been with us from the beginning of our company and can't imagine using anyone else. We pride ourselves on our retention rates.
Is there anything else you'd like to share?
Get up every morning excited to go to work. Show that enthusiasm to your team and clients and create a culture where your team is highly motivated to do the best work possible.
Where can people find you and your business?
Website: https://www.doorstepdiner.com/
Facebook: https://www.facebook.com/thedoorstepdiner
Instagram: https://www.instagram.com/thedoorstepdiner/
If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.
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