Strategies for Successful Restaurant Catering
“The strategy of a restaurant can either make or break it, and where most restaurants fail is not being aware of the untapped revenue streams,” says Josh Kopel, Michelin-starred restaurateur and restaurant advisor.
In a recent live session with Marqii’s Director of Marketing, Kelsey Verdier, Josh shared his catering playbook—a strategic blueprint that helped him boost revenue margins by 30%. Catering isn’t just about providing food; it’s about unlocking a hidden goldmine within your restaurant.
We’re about to dive into our key takeaways, including shifting from B2C to B2B marketing and building long-term relationships to transform one-off orders into consistent revenue streams.
Prefer to watch instead of read? Access the full live session recording, including attendee Q&A, here.
The Power of Catering and Events
Catering offers a unique opportunity to tap into new markets and increase your revenue—without needing to expand your physical footprint. Restaurants often overlook this because they get caught up in the day-to-day of running their operations, but as Josh points out, “focusing on events and catering can dramatically improve your ROI.”
Here’s why:
1. New Audience, New Revenue: Catering allows you to reach a broader customer base. Corporate events, private parties, and special occasions bring in large groups that you may not typically see in your dining room. Andatering gigs are not just one-time opportunities; they’re a chance to showcase your food and service to new potential repeat customers.
2. Higher Margins with a Smaller Menu: When it comes to catering, simplicity is key. Josh recommends offering set packages rather than your full menu. Think “chef's choice” or curated packages like “Game Day Platters” or “Elegant Dinner Buffets.” Why? It simplifies decision making for your clients and helps streamline your kitchen’s operations, keeping food costs low while maintaining quality and consistency. This efficiency can lead to higher profit margins.
3. Brand Exposure: Every catered event is a branding opportunity. The visual presentation of your food, the way it’s served, and even your staff's execution represent your brand. Make sure your logo is visible on signage, napkins, or even on delivery packaging. You want every attendee to know which restaurant made the delicious food they’re enjoying!
Shift from B2C to B2B Marketing: A Game Changer
Many restaurants focus heavily on B2C marketing—social media ads, promotions, and loyalty programs to bring in individual customers. But when it comes to catering, shifting to a B2B mindset can be a game changer.
B2B marketing is all about locking in recurring revenue with long-term partnerships. You’re not just targeting individuals who come in for a meal; you’re reaching businesses and organizations that need regular catering for events, meetings, and celebrations. This shift can provide more control over your revenue and a steadier cash flow.
“With B2B marketing, you’re not relying on walk-ins or social media likes,” explains Josh. “You’re building relationships with decision makers who can commit to multiple events per year, if not more.”
Targeting the Right Decision Makers
When you think of catering clients, it’s essential to focus your outreach on the right people. Office managers, administrative assistants, and event planners are often the gatekeepers for corporate catering orders.
Tools like LinkedIn Sales Navigator can help you pinpoint potential clients in your area. You can filter by location, industry, and job title to find the people most likely to book your services. Think about the local offices, co-working spaces, and event venues that are within your restaurant’s delivery radius. Yes, this is a paid tool, but if it helps you book one catering event every month it more than pays for itself.
If your restaurant is located in a highly populated area, you might have a smaller target radius. But if you're in a more suburban or rural location, your reach can extend further—even across state lines. Knowing your geography and how far your kitchen can comfortably handle deliveries is essential for creating a targeted B2B outreach plan.
Outbound Marketing for Catering
Cold outreach isn’t dead—far from it! In fact, it can be an incredibly effective way to secure corporate catering gigs, especially when paired with personalized marketing. Josh’s go-to strategy? The “hand-raising email.”
Here’s how it works:
1. Send an email to your prospect list with a compelling subject line like, “Want to win free catering for your next team lunch?”
2. Inside, offer an incentive for them to reply—whether it’s free catering, a discount on their first event, or an invitation to a tasting event at your restaurant.
3. Ask them to share details like the size of their team and the type of events they host regularly.
This approach is not only engaging but helps you gather valuable information that turns cold leads into warm prospects. By the time they respond, they’ve already shown interest, making them more likely to convert.
Convert Leads into Customers
So you’ve got the leads—now what?
Converting these leads into paying customers requires a delicate balance of building relationships and providing value. Josh emphasizes that offering a free meal or hosting a tasting at your restaurant can go a long way in closing the deal.
Once a client has experienced your food firsthand, they’re more likely to trust your catering services for future events. Plus, it gives you the chance to showcase your menu and service in a controlled, hospitable environment.
Building Relationships, Not Just Sales
Josh’s mantra is simple: “I’m not in the food business, I’m in the relationship business.” And that’s especially true for catering.
The most successful caterers don’t just deliver food; they deliver personalized service. Building long-term relationships with corporate clients can result in steady, recurring revenue. You’re not just another restaurant—they’ll think of you as their go-to partner for every event, big or small.
Here are some ways to nurture these relationships:
Regular Follow-Up: After an event, follow up with a thank-you email and a request for feedback. Use this as an opportunity to refine your services and offer a discount for their next event.
decision-makersPersonalized Touches: Know your clients’ preferences. Do they always order vegetarian options? Do they like to include a specific dessert in their package? Keeping track of these details can make your service feel more personal and build stronger loyalty.
Leverage Review Management for Social Proof
Don’t forget the power of online reviews. Corporate decision-makers are just like everyday consumers—they rely on reviews when making choices. Having a solid review management strategy can provide the social proof needed to build trust with potential clients.
Josh recommends asking catering clients to leave reviews on platforms like Google or Yelp. Beyond that, share case studies or testimonials from past catering events on your website and social media channels. Real stories from happy clients are far more persuasive than any ad you could create.
And don’t forget to use the data you collect from reviews to continue to improve the catering experience. Tools like Marqii can help bring in reviews from partners like ezCater, plus track catering keywords in your Google and Yelp reviews, to help you spot trends and respond to reviews quickly.
In addition to review management, Marqii can help you…
Schedule a demo today to learn more!
The Profitability Challenge
If you’re interested in learning more about and from Josh, check out his website and consider joining his free Profitability Challenge.