Deborah Miller Catering & Events initiated a full brand redevelopment during the Covid-19 Pandemic, revealing a sophisticated, luxurious, and elevated hospitality company Deeply Rooted in Experience.
When the world shut down and business became scarce during the pandemic, Deborah Miller Catering & Events reflected on what mattered most, ultimately choosing to see the situation as an opportunity to engage in a full rebrand. After starting and stopping many programs and initiatives in an effort to stay afloat during the height of Covid, ownership decided to use the downtime provided by a lack of business to reimagine the company and build a new company from within.
Owners Deborah Miller and Lauren McGeough hired Managing Director David Woods at the start of 2021 and tasked him with putting together a new executive team. David then led the newly formed team through the reimagining and repositioning process. With a great deal of institutional knowledge, the new team built a better, more sustainable, and profitable business during a time when the entire hospitality industry was paralyzed.
Working collaboratively to create a new company under the same name, the team started with updated vision and mission statements, a new company motto and tagline, and redefined market segments and buyer personas.
“For the first time in Deborah Miller Catering & Events’ history, which dates back to 1995, we have someone dedicated to overseeing marketing in-house,” said Justin LaCoursiere, Marketing Director at Deborah Miller Catering & Events. “I was hired to oversee our rebrand, inclusive of a new logo, brand guidelines, updated photography, a full-funnel customer relationship management system, redeveloped website, and social media strategy.”
New Standard Operating Procedures & Updated Menus
All new standard operating procedures are being put in place to streamline work in an efficient, ecological, and scalable manner. Leading this charge is Alexandra Trogisch, Operations Director at Deborah Miller Catering & Events. Menus have been completely reimaged and rewritten by Chef Justin Schwartz, Culinary Director at Deborah Miller Catering & Events.
The updated menus are driven by seasonality, locality, and sustainability, bringing together a plethora of fresh, organic ingredients and flavors. The recently launched new brand, Deeply Rooted in Experience, promises to be sophisticated yet playful, luxurious yet approachable, and elevated yet down-to-earth.
Deborah Miller Catering & Events has always been involved in both corporate and social functions, though it has historically leaned towards corporate catering and events with a focus in drop-off catering to office locations. Since Covid-19 closed most office spaces for over a year, corporate business was virtually nonexistent. In completing a rebrand, the company redefined dining services for its corporate clientele and expanded its wedding, mitzvah, and social event offerings for partygoers and party planners.
Deborah Miller Catering & Events is a full-service, fully licensed catering and events company with event planners, a production team, and full bar capabilities. The new brand seeks to capitalize on this, with more thoughtful and robust services built specifically around special occasions.
Building a Better Company by Learning Through Experience
“We count every effort we made to survive before and during the pandemic as a learning experience,” said Deborah Miller, Founder & Principal at Deborah Miller Catering & Events. “The pandemic exposed many issues that every industry needed to confront, from how companies care for their people – both employees and clients – to addressing social unrest and environmental awareness.”
Prior to completely committing to a rebrand, Deborah Miller Catering & Events focused on keeping its doors open throughout the Covid-19 pandemic. “We continued to exist, whereas so many restaurants, eateries, and catering companies shut their doors completely,” said Lauren McGeough, Principal at Deborah Miller Catering & Events. “We had to make some tough decisions, but we managed to stay open and offer our products and services throughout the entire pandemic. The city was decimated, nearly everything closed, no one knew how long it would last, and every day it seemed like different and contradictory information was being circulated.”
By continuing to exist, Deborah Miller Catering & Events proved to be a reliable option for clients, customers, and the community at large.
When the pandemic hit, Deborah Miller Catering & Events was coming out of its most successful year-to-date, with goals and projections of the next year being an even better year financially. Surviving the Covid-19 pandemic and completing a full rebrand would not have been possible without some financial government assistance.
“We have been very fortunate to have qualified for, received, and been able to take advantage of both rounds of the Paycheck Protection Program, as well as the American Rescue Plan Act’s Restaurant Revitalization Fund,” said Betty Lee, Finance Director at Deborah Miller Catering & Events. These funds, mixed with the experienced new executive team and the full rebrand, place the company in a very competitive space in the New York City food and beverage, party, and event scenes.
The pandemic taught the Deborah Miller Catering & Events team the importance of strategically diversifying its portfolio to be able to maintain business even through uncontrollable outside threats.
The new Deborah Miller Catering & Events brings great diversification of thought, clientele, service offerings, menus, and experiences. The company is therefore perfectly positioned for a bright future with its new brand, and the team cannot wait for you to personally ‘Meet the New Deborah Miller’ as they continue to share the new brand with the world.