Catering & Delivery: a different business, a different promotion strategy

1.  In store promotions

Catering & Delivery customers are mostly business-to-business clients, and as such, don’t represent a typical cross-section of your restaurant customer base. But business people do come to your restaurant. Cross promote, signaling to business people that already come to your restaurant that “Yes, we do cater breakfasts and lunches (and dinners).” And under your own roof, well-trained, perceptive service staff can get qualified leads for the catering line.

Some examples of in-store promotions:

• Print a message about your Catering & Delivery service on the store’s point-of-sale receipts, pointing people to a number or web site, or prompting them to ask for details


• Give financial incentives or other perks to restaurant staff who create qualified leads for telephone follow up, or who distribute coupons that are used by first-time Catering & Delivery customers.


• Set up a business card drop bowl for a Catering & Delivery giveaway, providing you with a new permission-marketing asset of email addresses and business names.


• Place tent cards throughout the front of house, and/or signage on the storefront: “Now we Cater!”


• Provide a catering menu on display or by request

2.  Out of the store: hitting the pavement

People who are willing to listen to your message are giving their attention. Giving them something tangible for their trouble is a good practice.

Selective gifting works. Erle Dardick is a two-time Catering & Delivery pioneer: first at Tony’s Deli in Vancouver, and now as product manager of MonkeyCatering Software. At Tony’s Deli, Erle identified office towers with the right demographic, and delivered gift baskets of store-made light munchies right to the door. He converted almost 100% of the businesses he targeted. Also consider bringing 10% off first-time catering buyer coupons with your smaller treat samples.

On-site visits and sandwich board promotions, give you a direct, personal opportunity to network and deliver advertisements & fact sheets that indicate:

• Your menu, and your quality product


• How in house delivery adds to productivity and teamwork / the hidden lost revenue at lunchtimes


• Special details about your location and service that sets you apart, including any customizable service features

(0) Comments • Permalink • 11 21 2008

• Erle Dardick, MonkeyMedia.net
• Photo by: Rick Audet

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