When Anthony Licata took over Hugh’s Catering, he inherited a South Florida company that had been around since 1979 — and a reputation that, he readily admits, needed some work. “Hugh gave up toward the end,” Licata says.
Rather than pretend otherwise, Licata has spent the past year and a half rebuilding the Oakland Park-based company. He replaced the kitchen staff and sales team, brought in new culinary leadership and purchased a new fleet of vehicles.
Now he is tackling another perception problem: the idea that catered food inevitably means chafing dishes, predictable menus and servers walking around with trays.
“That’s not what’s happening,” Licata said.
Instead, he says clients increasingly want the food and drinks to become part of the entertainment. That has led to a surge in elaborate action stations where dishes and cocktails are prepared or finished in front of guests.
At Hugh’s, that might mean a pasta or caviar station, a crème brûlée station where the sugar is torched to order or, for a client who really wants to make an entrance, a 10-foot-tall ice luge dispensing espresso martinis directly into glasses.
Another option is a dirty martini station with different vodkas and caviar. “Depending on the budget, we can do anything,” Licata notes.
That philosophy extends to the food. Hugh’s doesn’t require clients to select from a handful of predetermined menus. The company’s website offers menus for inspiration, but Licata said events are ultimately built around what the customer wants.
The company has created menus encompassing different cuisines, including Indian and German food, and its team advises clients about what will — and sometimes won’t — work for their particular event. “Come with an idea and we’ll walk you through the process,” Licata says. “We’ll let you know how to make that happen.” The goal, he adds, is making sure clients get the best value and experience for their event.
The ability to pull those ideas off comes partly from Hugh’s size. The company operates from a 40,000-square-foot facility in Oakland Park and handles weddings, private celebrations and corporate events. Licata said Hugh’s can also execute many events with only seven to 10 days’ notice, although more lead time is always preferable.
“We literally do everything,” he said. “The planning, the rentals, the setup, the entertainment — the whole package.”
Hugh’s is now expanding further. Licata Hospitality is acquiring Argentelle Catering in Fort Lauderdale’s Flagler Village and plans to enter additional markets.
But some of Hugh’s biggest catering jobs don’t involve celebrations at all.
The company has worked with Florida Power & Light during hurricanes since Hurricane Andrew, feeding crews dispatched to restore power. Its disaster-relief work now includes feeding first responders and displaced communities, with the ability to serve up to 5,000 people at a site.
Crews can deploy with generators, water and tractor-trailers of food, including to disaster zones outside Florida. Licata said Hugh’s has emergency priority with major food distributors, allowing the company to obtain supplies when communities are under strain.
It’s a dramatically different operation from creating an espresso martini ice luge for a party, but Licata sees a common thread.
Whether Hugh’s is feeding thousands after a hurricane or torching crème brûlée in front of wedding guests, its job is to take the logistics away from the customer.
For Licata, that’s also the simplest way to judge whether an event worked.
“If the client can relax,” he said, “that’s success.”
