Windows Catering Company: Quality, Service, and Flair
Restaurants
Written by Meghan Flynn   
Wednesday, 01 July 2009
Windows Catering Company: Quality, Service, and Fair
This DC-area catering company is staying ahead of the pack with unique product offerings and a proactive attitude.
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U.S. Foodservice™, Manassas
This year, Windows Catering Company of Washington, DC became the first caterer in the area to offer a molecular gastronomy collection of recipes. Molecular gastronomy is the process by which chefs play with the scientific relationship of the physical/chemical properties of foods and the combination of cooking processes.

“Our clients’ inauguration parties stood out from the rest,” said Windows’ owner Henry Dinardo in a press release. “Molecular gastronomy is the most exciting trend in the culinary industry right now, and it deserved to be showcased at a historical event such as this.”

Windows Catering Company: Quality, Service, and Fair
Andrew Gerstel, VP
Chefs who use molecular gastronomy break down ingredients into their most simple form: proteins, lipids, vitamins, and minerals. They then process these simple elements, transforming them into foams, emulsions, gels, and other structures called gastronomy. Some of the benefits of this form of cooking are an exaggerated taste and a lower calorie count. The final product presentation depends on the selected ingredients, the mixture, and techniques that are applied.

As one of the pre-eminent caterers in the DC metro area, Windows launched this line of products in time to give clients throwing inauguration parties the opportunity to host a unique event.

Hors d’oeuvres such as tuna strawberry, liquid olives, and lobster pineapple were requested by some of the company’s biggest clients.

“These recipes are vastly more creative and edgy than any other food offering at an event, and although they aren’t for everyone, incorporating them gives guests a one-of-a-kind experience,” said Andrew Gerstel, vice president of Windows.

But this is just one example of how Windows is ahead of the pack in providing service, quality, and flair to its clients. The company was also one of the first caterers in the area to implement more environmentally friendly business practices like using bamboo- or corn-derived service ware and flatware and recycling whenever possible at events. Today, the company buys more than 40% of its ingredients from local, sustainable, and environmentally sensitive farmers. In addition, the company has long reused by-products of its butchering or preparation process in the making of beef, vegetable, or poultry stocks, as well as in soups and sauces.

“We developed a plan to be more environmentally friendly and began implementing it about five years ago, and only in the last three years our clients have become much more aware and started asking for these services,” said Gerstel. “This is a very waste-intensive industry, but not every caterer out there has taken as many steps as we have to better care for our environment.”

Internal efficiency
Furthermore, many of Windows’ internal departments are entirely paperless thanks to a top-of-the-line POS system the company purchased in 2004. That’s one more way the company is helping the environment, but as the recession wears on, it’s also helping the bottom line.

Gerstel said in every aspect of the business, this system has improved efficiency. Most recently, Windows integrated the program with its Microsoft accounting solution, and Gerstel said the accounting department has seen a dramatic increase in productivity. Before, people needed to enter invoices and commissions, among other things, into multiple separate systems. With the new system, they only need to enter new data once, and anyone in the company has access to it.

“We bought a very simple program off the shelf and made it our own,” said Gerstel, who added that the system is entirely Web-based, meaning sales and administrative staff can access it from any Internet connection to write proposals or follow up with clients.

That kind of connectivity is crucial these days, Gerstel said, explaining that Windows’ core strategy for coping with the recession is strengthening relationships with current customers. The company uses a three-point marketing strategy that includes direct mailing to targeted decisionmakers; permission marketing, which refers to e-mail newsletters that customers sign up to receive; and print advertising, which Gerstel said is most important for increasing brand awareness.

“Businesses are trimming back wherever possible, and although big parties can be among the first expenses to go, they are an important part of keeping employees motivated and maintaining client relations,” said Gerstel. “There are still plenty of events going on, so our goal is to be more aggressive in discovering new opportunities and working with our current customers to develop an event that works for them and fits their budget.”

That starts in the kitchen, where Windows’ staff can reduce portions, swap out ingredients, or develop new menus that fit a customer’s vision and budget. “Flexibility is the name of the game,” he said.

In addition, Windows offers event solutions that few other competitors can through its renowned kitchen staff. Dinardo, who is also the executive chef, was one of the top 25 chefs in the country according to Food and Wine. Pasquale Ingenito is another executive chef and has won numerous international awards, and Windows’ pastry chef Laurent Lhuillier is the 2005 National Pastry Champion Chef. Gerstel said these men are frequently on local news giving demonstrations and are active in the national and local culinary communities.

“Dinardo founded this catering company 25 years ago with two simple goals: create excellent food and provide the best possible service,” said Gerstel. “Our challenge today is to follow through on the processes we’ve put in place to accomplish those goals no matter what the economy is doing.”
 
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