Spice Catering Co. | Part 1
Home Grown: Creating Northeast Ohio’s first true farm-to-table dining experience.
SERVICES: Brand Strategy & Consultation
While Chef Ben Bebenroth was a master at crafting real farm-to-table dining experiences, he turned to Muse to capture the essence of his passion and business, Spice of Life Catering Co.
The birth of Spice wasn’t entirely intentional. Chef Ben’s education and travels outside of Ohio exposed him to true taste of place experiences that weren’t available in Cleveland. He realized that the only business model that would support true farm-to-table dining was a catering business.
Unlike a typical restaurant, a catering business would work closely with clients to design a custom menu months before an event. This allowed Chef Ben to communicate with farmers well in advance of heir harvests so they could plan crops accordingly. Menus tailored in this way created dining experiences that were as close to farm-to-table as a business could get. The obstacle? Spice’s price point was set about 30% higher than traditional caterers.
A premium dining experience (and price) called for a premium brand and promotional activities. This is where Muse came in.
Muse founder, Jackie Bebenroth, understood Spice of Life Catering Co.’s vision and needs from the beginning.
Being married to Chef Ben, Jackie had an inside look into the passion and emotion that went into the business. She also deeply understood the misperceptions Spice had to overcome prior to launch, in addition to the higher price point.