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September • 2010 |
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Serve Up A Successful Catering Program
Catering is a $33 billion enterprise and growing.
There will always be weddings, corporate events, office parties and boardroom luncheons. But perhaps the biggest opportunity in catering is right in front of you: Customers catering family and in-home social gatherings.
Studies indicate 36% of consumers report entertaining at home more frequently than ever and expect to do more in the future. For these people, it's about connecting with family and friends, not cooking.
Take advantage of the $33 billion catering market and don't miss out on consumer catering opportunities. Just let your patrons know—especially take-out customers—that your restaurant can cater their next
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family gathering. Go heavy around major holidays, when families tend to gather most. Don't forget major sporting events throughout the year. Graduations, Mother's and Father's Day. Let the calendar be your guide.
What's working in catering:
- Popular platters and hot prepared foods—upscale sandwich fixings, sliders and hot dips
- Quality, taste and order accuracy—the big three factors for consumers choosing a caterer
- Value-driven menu options
- Variety of options—platters, meal boxes, family-style salads and entrees available in functional packaging and a nice, host-friendly presentation
Business boosting marketing ideas:
- Social Media—dedicate employees to talk about your catering on Facebook, Twitter and Yelp. Have your chefs regularly tweet on menu offerings and specials. Ask patrons to get the word out on their favorite sites. Social media is effective and inexpensive.
- Your own web site—make it clear you're the best choice for patrons' next big gathering
- Publicize your catering expertise on take-out menus and in your establishment
- Be timely and proactive with your catering messages around seasonal events
Technomic Study, August 2009
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