March 20, 2017

Meet Carlton Brown of Occasional Occasions by Carlton in South West

Local Stories

Today we’d like to introduce you to Carlton Brown.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Despite having parents whose lives revolved around stirring, mixing, and seasoning for the masses, my mother was a home economics teacher, and my father was a cook in the United States Marine Corp. I never had the desire to cook anything until my final tour of duty for the U.S. Air Force in Newbury, England. I roomed with a staff sergeant whose exquisite taste and skills in table service dazzled me into becoming a waiter at Royal Air Force Base Officers Club. In sharp contrast to my identical twin brother Calvin’s natural abilities in the kitchen, I was a slow enthusiast—so slow that the only meal I knew how to prepare once I returned to the States was spaghetti!

Upon my return, I obtained a degree in Computer Science, and landed a job at Southern Bell (Bellsouth). I decided that since I had not mastered the art of the kitchen, it wouldn’t hurt to attend culinary school just so that I could pick up a few tips. While enrolled in culinary school, a very close friend of mine had just purchased a beautiful home, and when I asked what were his plans for his house warming, he replied, “I’m going to purchase trays from Kroger’s.” I assured him that this would NOT fare well with his snooty friends.

Although I had never catered anything a day in my life, I offered to prepare the food for his housewarming, and in return, that he would simply reimburse me for the cost of the food.

I had about three months to plan his party, and I knew that I wanted his guests to assume that he had hired a caterer. I sat at my desk at Southern Bell, and I pondered as to what I would call this mystical company, I knew that I wouldn’t do this sort of thing very often, but I would do the “occasional occasion.” And that is how Occasional Occasions by Carlton was born. I ordered $10 business cards from the local print shop, and when it came to game day, I presented his buffet table together as best I knew how, and put my $10 cards in the middle of the table.

So, this is where it gets crazy: About two weeks after his party, a gentleman called me and asked, “How much would it cost to cater a party for 30 people?” I asked him, “Why are you asking me that question?” He replied, “I picked up your card from Jerry’s party.” My response was, “Those cards were not meant for you to pick up, they were only for display.”

Never in a million years would I have guessed that someone would call ME about catering!

I had already enrolled in culinary school, so I anxiously started bombarding my instructors with as many questions as I could think of! To make a long story short, it wasn’t long that I realized I really loved this catering thing; and enjoyed it much better than corporate America and computers. After having been with Southern Bell for 9.5 years, I decided to take a huge chance, and officially started my very own company.

Over the course of time…life happened, and food gradually shifted from being a basic need to transforming my life into one of joy and purpose as a formidable caterer in Atlanta’s hot hospitality scene. My company, Occasional Occasions by Carlton, boasts a “Who’s Who” of celebrity and corporate clients due to its innovative cuisine, dramatic presentations, and customer service quintessential of timeless southern hospitality.

Has it been a smooth road?
No, it has not been a smooth road. I’d say that my biggest challenges were a couple of things: Being brought up in a small town in North Carolina, I had never really been exposed to catering on any grand scale. I had never worked in a restaurant before, or for another catering company, so I had nothing to compare what I was doing with anyone else. I really built my company on a gut feeling. I did things the way that I felt they should be done, not following any sort of established protocol, or rules. I didn’t have a network of caterers, chefs or restaurateurs that I could ask questions, or get advice from. I was not familiar with the places to shop, and get products and food at wholesale pricing, so for many years, I spent a lot of money unnecessarily.

So, let’s switch gears a bit and go into the Occasional Occasions by Carlton story. Tell us more about the business.
We are a boutique-style, custom catering company specializing in private in home, small events (100 guests or less) with an upscale delivery. Our menus are constantly changing because we custom design each event that we do to fit the client’s needs or desires. Our cuisine of choice is Contemporary Southern, but we can accommodate most palates. We are known for our upscale presentations and our meticulous customer service. Because we are a boutique style catering company, we can deliver that southern charm and hospitality on an ongoing basis.

I am most proud of having been in business for 20+ years now. This industry can be quite challenging (as any entrepreneurial business is), but honestly, I don’t think that I’d want to trade paths with anyone. I love what I do!

I think what sets me apart as a small business owner are the traits that I acquired in the military. I can be very detail-oriented to a fault, (and punctual is an understatement), but these are the benefits that my clients value.

I believe that another thing that sets us apart from others, is that we are constantly reinventing the wheel. I don’t do “cookie cutter”. I really enjoy thinking outside the box. Sometimes it goes against what the industry preaches, but I love the challenge. We don’t remain stagnant. That is the fun thing about this field, it’s forever changing, which means that it never gets boring.

How do you think the industry will change over the next decade?
As an industry, I believe that the up and coming trend is to diversify your business. That could mean owning a catering company AND an event venue, or other avenues outside of off-premise catering. I am a firm believer in diversifying my business and creating multiple streams of income. Catering is wonderful, and everything that I do is related to catering, but creating additional sources of income to offset those slow periods, and to increase revenue overall is a must. At Occasional Occasions, we’re creating a product line of southern inspired seasonings, sauces, jams and appetizers called “Bon Appétit Ya’ll. We are in the process of expanding our corporate catering offerings into its own division in the company. Most recently with a creative twist, we’ve launched “Express Platters”. My proudest launch of all however is of our “Table for 2 by Carlton”. Here we present an intimate pre-fixed or custom-designed 4+ course menu by our chef, as a romantic, private dinner for two in your own home. Great as a corporate gift or simply to pamper that special one.

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