It is imperative that catering operations are given primary focus rather than being relegated to a secondary role. Ownership of this function is crucial.
During a recent visit to a certain supermarket, thoughts about their catering services crossed my mind. While savoring one of their burritos, I decided to explore their catering offerings on their website. Much to my disappointment, upon selecting the store, a message expressing apologies appeared. A peculiar situation, indeed. Attempting another branch revealed a similar apologetic response. Curious now, I approached the burrito maker with a query, “Excuse me, I am organizing an event and am interested in your catering services.”
His response? “I don’t believe we provide catering services.”
This puzzled me. I was certain they offered catering services, as indicated on their website. Even if this specific location didn’t offer catering, they could have referred me to another branch, right? Dissatisfied, I made my way to the customer service desk and inquired once more.
“Hello, I would like to cater an event. How can I proceed?”
The response? “I am unsure, perhaps we only cater for holidays.”
Reflect on this. A customer service representative unable to provide information about their catering services, without directing me elsewhere. This issue doesn’t lie with the individual; it reveals a flaw in training and incorporating off-site revenue streams into daily operations. Beyond just marketing failure and loss of new business opportunities, this was a missed chance to capitalize on an existing sale. I stood there ready to spend money but was turned away. This was not just about acquiring a new sale; it was about failing to accept money that was literally offered to them.
I was admittedly taken aback.
Though this incident may seem trivial, it underscores how such an attitude could be costing establishments substantial revenue. For a business perfectly situated for catering, this isn’t just about missing out on a million or two; it could mean losing tens or even hundreds of millions annually.
Therefore, catering specialists are pivotal in enhancing the value of your off-site programs. The prevailing disconnect is due to catering operations often being considered a secondary function. Viewing catering as secondary will not lead to success in this domain. To truly grow your off-site endeavors, catering must be integral and complementary to your strategy. Consequently, it is essential to train employees with catering in mind. Even the burrito wrapper should be aware of the catering program’s existence and who to refer clients to for further inquiries. Furthermore, the individual they guide clients to must be adept at facilitating sales.
Without touchpoints for customers, how can you expect a revenue stream to thrive and expand? Catering is complex, and while operational aspects may be challenging, guiding a client already interested in your services to place an order should not be one of those challenges.
This experience underscored the urgent need for off-site training at all levels, from cultural assimilation to leadership and customer support. Restaurant operators must recognize training and expertise as a fundamental component of their catering infrastructure to harness the vast potential before them.
Having devoted the past three decades to the catering realm, it is safe to say I have observed successful catering programs share a common trait: passionate and knowledgeable individuals. I advocate for a commitment to catering education to equip businesses ready to progress in their catering journey.
Over time, expertise has proven invaluable. If you aim to shape the future of catering, investing in learning is now paramount. With 30 years of experience, my dedication to understanding catering is unwavering. While many lessons have been learned, there is always room for improvement. I am eager to continue sharing insights on the catering journey.
If you are prepared, let’s delve into catering. You are welcome to join me at The Restaurant Catering Workshop in Denver on Oct. 15-16.
Noteworthy speakers include:
- Gracie Prasanson, VP of sales at Jason’s Deli.
- Jenn Saunders-Haynes, director of Global Catering, Subway
- Big Chicken, COO Sam TJ Schier, CEO, Smart Restaurant Group.
- Scott Davis, Noodles & Co.
- Tracy Avolio, chief sales officer, New Catering Connections.
- Jason Schlenker, EVP, Inktel Contact Center Solutions.
- Samir Wagle, founder and CEO, 11:11 Partners.
- William Holleman, managing partner, Off Premises Growth Academy.
- Mo Asgari, Food Tech Strategist, Off Premises Growth Academy.
- Zack Oates, founder and CEO, Ovation.
- Christopher Sebes, POS specialist, Off Premises Growth Academy.
- Michael Attias, president/CEO/founder, CaterZen.
Restaurant operators can register here for The Restaurant Catering Workshop or both the workshop and theFast Casual Executive Summit, taking place from Dec. 13-15. Operators receive a discount for attending both events.
This event caters to restaurant and foodservice operators and select vendors interested in sponsorship opportunities. For sponsorship details, visit here.
