When many people think of successful social entrepreneurship ventures, catering is rarely the first thing that comes to mind. Catering is a difficult business, and since 2008’s financial crisis, it has also become a shrinking business.
It is surprising, therefore, that many of Canada’s charity social services agencies run successful catering services. Vancouver’s own Potluck Cafe and Catering is one such example. This not-for-profit organization is projecting a $1-million sales in catering in 2011.
One of the main aims of catering not-for-profit organizations is the reincorporation of people back into society through training. In Potluck’s case, 30-40% of staff are trainees who suffer from mental issues, housing insecurity, and addiction recovery. However, this aim also acts as an anchor that weighs down the business’s competitive edge, as it brings an image of lack of professionalism and premium quality to its services.
“We can’t mess around–we’re trying to make money back for our community. It’s not a charitable thing.” Said The Stop’s executive director Nick Saul to Globe and Mail. This sums up the basic sentiment of the organizers of chartible catering. Programs within the organization are run by professionals within their field, all seeking to earn as much money as possible for the organization.
What essentially makes The Stop successful is its ability to offer its customers a unique point of difference while still offering top-notch quality services. The catering program, run by top-shelf chef Chris Brown, first started gaining momentum when Brown decided to cook fundraising dinners to support the program. Corporate donors and potential customers were satisfied with the services but also were keen on exemplifying corporate social responsibility. Many organizations that have hired The Stop also signed on as donars. While essentially paying for the same services, organizations can now enjoy the positive image of supporting local charities and giving back to communities.
I agree with The Stop’s executive director in that a successful social entrepreneurship is not simply a “charitble thing” with good intentions to do well for the community. Rather, it needs the the successful infrastructure, innovation, and marketing in order to thrive in a competitive market, just like any other entrepreneuring endeavour.
Photo Credit: http://www.yummylocal.com/news/the-stop-community-is-growing/
Credit: The Globe and Mail; Charity, one canape at a time (Chris Nuttal-Smith); Wednesday, November 16, 2011
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