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Timonium Catering Firm Reaches Out to Younger Crowd

Chef’s Expressions Inc., one of Greater Baltimore’s largest catering firms, wants to win over younger customers.

The Timonium company has launched a new class of events called Social Expressions that targets 25-to-40-year-olds who might perceive that the caterer is too “elite” for them, Chef’s Expressions CEO Jerry Edwards says. Many brides and assistants to presidents are in this age range and hold the purse strings.

“We want to show them that we can do some cool events.”

Chef's Expressions, which pulls in $4.25 million in sales, caters weddings, corporate events, anniversary parties and other gatherings, hosts five-course wine dinners. But Edwards wants to get out the message that the caterer can offer cocktail parties and other informal events.

Edwards says the company will host one Social Expressions event every other month. The inaugural event will launch Aug. 23 with a tour around the Inner Harbor aboard Watermark Cruises' newest ship, the Raven. And aboard the Raven, guests can watch the Baltimore Ravens preseason game while sipping cocktails and eating mini corndogs, crab cakes with a Natty Boh tempura batter and chili served in a vodka shot glass. Advanced tickets cost $35 a piece and proceeds go to Living Classrooms Foundation.

Edwards says the events are for marketing purposes and he doesn’t expect to make money from these events, especially since the dollars generated will go toward a charity.

“We’re going after new clients. We want to reach out to a younger crowd. They may think that all we do are sit-down wine dinners.”

Writer: Julekha Dash
Source: Jerry Edwards, Chef's Expressions Inc. 
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