RM Online - Offer elegance and durability to increase chafer rentals

Elegance is definitely the trend when it comes to chafers and other serving pieces, usually made of silver-plate or stainless steel. Suppliers are seeing more interest in stainless-steel and silver-plate models due to the desire for elegance among rental customers. These products also are designed for durability to meet the demands of the rental industry.

"There are many markets for chafers, but the more upscale look is big now," according to Mike Matoska, product manager for The Vollrath Co., Sheboygan, Wis. "Everyone is trying to differentiate themselves by looking for something that will add to the presentation of the food."

Related to food presentation is access, and another trend is the popularity of full-size chafers with a round 180-degree roll-top cover - a double-sided buffet service so that people can be on both sides of the serving tables. "These also work as a windcover for the can of fuel," Matoska notes.

The push for elegance has resulted in a new Vollrath line that features solid-brass accents or parts. But its stainless-steel products are the best sellers because they give an elegant look without added maintenance or cost, Matoska says.

But one distributor is seeing the opposite trend.

"We have observed that many party rental operations are shopping for silver-plated chafers versus stainless steel," said Moe Menashe of American Merchandise Resource, Chatsworth, Calif. "But cast aluminum has also been a very fast mover for us. Rental stores like them because of the easy care."

So rental store owners should offer a variety of chafer models.

"In the past year, we have seen dramatic sales of a product that is not as high quality as others we carry, but we've sold 400 of these in a year's time," says Donna Godbee, office manager of Supply Side, Atlanta. "Price is, of course, the driver here, as they are about half the price as some of our other models. And these products hold up just as well as the expensive ones, frankly."

Chafers are not necessarily only used at weddings, banquets and formal affairs. Low-end models also are starting to find their way to cash-and-carry stores due to an interest in them for home parties. This market is another possible target for party rental operations.

"We often have large parties of 15 to 20 people at home, and a chafer can really help with that," Godbee says.

Ease of maintenance

Maintenance is a major issue with chafers and other serving products.

"Stainless steel will look better longer than silver-plate because with stainless you can use a product like Soft Scrub to take nasty grease and fingerprints off," Godbee says. "With silver-plate, you end up scraping the bottom of a chafing dish and end up with this yellowish gold-colored bottom, which looks bad to customers."

Menashe says employees must suggest proper care if customers choose silver-plated chafers. "Customers need to be educated in the care of silver-plated products. They need to be instructed not to leave acidic foods on trays and/or to completely dry trays to prevent rusting."

Silver-plate chafers also use the kind of alcohol used in hurricane wick lamps.

"It's definitely better to go the Sterno route, because you can sell the cans as an add-on to the rental," Godbee says.

Vollrath also is seeing some interest in its electrical heating element, although this does create the problem of running electricity if the party is outdoors. "It's great if you have a tent party where an open flame is not allowed, although you can only run five to six of these per circuit," Matoska says.

Another maintenance issue is storage. Many companies offer special chafer storage boxes. Vollrath's Tote 'n Store line features heavy-duty plastic boxes with lids that also are sold to rental stores.

And Menashe says for efficient inventory control, his company recommends that rental stores keep their chafers wrapped and in storage containers marked with an item number or description.

However, Godbee, who was in the party rental business for 13 years, believes these kinds of products, while effective, are an unnecessary expense for rental store owners.

"Some people go all out and put them [chafers] in special boxes, but we suggest plastic dry-cleaning bags, because they just as easily keep them clean," Godbee says. "You can pay as much as $40 for one of these boxes, whereas you can buy the dry-cleaning bags much less expensively and at 500 bags on a roll."

Suggested add-ons

After the customer has made the decision about his or her chafer needs, store employees need to be ready to suggest the range of products that go along with those chafers.

"It is appropriate to suggest accessories like serving bowls, vases, candelabra, chargers, etc., that would enhance the setting," Menashe says. "Attractive displays will create continued use of these items."

"Every rental store is going to have mix-and-match options for its customers, but it's important they know what is possible," Matoska says.

Godbee says employees also should suggest coordinating ladles and spoons, as well as extra serving trays for the chafer.

"Suggesting extra pans is an excellent way to generate more revenue, and it will ultimately keep everyone happier. Everyone's been to an event where the line is held up waiting for a chafer to be filled with fresh food."