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In a time of economic upheaval, when many operators are scaling back expectations for their businesses, Kent Rathbun has a decidedly optimistic view of where his Dallas-based restaurant company is headed this year: up. Thousands of feet up, to be exact.
The chef-owner of the fine-dining concepts Jasper’s, Abacus and Shinsei, all located in Texas, plans to build sales by feeding the high-flying elite with his burgeoning private-jet catering business. Rathbun, who currently is building the relationships and infrastructure to get the business off the ground, has high hopes for the sector, saying he’ll be able to meet wealthy clients’ demanding tastes with his upscale cuisine while also benefiting from the segment’s generally elevated prices.
In tough economic times, it seems counterintuitive to cater to the rare few who still have lots of disposal income. Why do you see that demographic as a lucrative customer base?
There are probably people who own private jets who wish they didn’t or are trying to get rid of them. But there are some that are just fine. Once you get a certain amount of money, you’re not really as affected [by a bad economy]. I think it’s an opportunity that’s huge. People who can afford to fly around in jets have eccentric tastes, so you have to figure out how to deal with that. On the other hand, they usually don’t care what they pay. It’s just about trying to deliver an extraordinary product at a price point that fits.
What are you currently doing to get the jet catering going?
We’re still planning and trying to figure out the market. The first thing [potential clients] are going to do is ask the land-based people in the city they’re traveling to, “Who’s a good caterer?” So we’re going to pilots and flight attendants [to build those relationships].… We’re also planning a few menus, parties and dinners to show them what we do.
Tell me about the on-board dining experience.
It’s everything from having a tray of sandwiches and cookies to having an elegant meal that’s finished and prepared and plated on beautiful china with nice wines and cocktails.… Our menu will be reflective of what we’re doing in the restaurants because we want it to be efficient from a production standpoint.
Do you worry about the food not representing your brand well, when it’s prepared and served by someone else?
Yeah, that’s the biggest challenge. You’re doing it on a little plane, in some sort of fancy microwave. The person plating it has no vision of what you want to do and may not even care that much. There’s a considerable amount of training involved—training about how to heat the product properly, how to transfer it to the plate.… I’ve learned what items need to be separate and which ones don’t. That’s a very important issue as far as making sure the food translates.
What need do you fill in the current catering market?
What I see [in existing private-jet catering] is a lot of money [being charged] for not a lot of quality. I think what [private-jet owners] are looking for is variety. We have so many operations and can give unique choices that they might not have right now. We can do that without putting a lot of stress on the kitchens because we’re already doing that kind of food. It’ll certainly be better quality and, in some cases, less money [for the client].
What kinds of financial impact do you project?
I don’t have an expectation of revenue, but some of these things are pretty expensive and can add up quickly—a breakfast for four to six people might be $1,000. I’d like to be able to do two to three caterings a week by the start of the second quarter. I feel like the opportunity is really big.