Why Cater?

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Why Cater?

You Can Chase The Business

To survive as a caterer, most of your business will be corporate. As a result, your selling process is “business to business”. It is true that your retail customer will also want to order catering; however, your survival will depend on the relationships you develop with the administrative assistants in the corporate world.

There are five basic segments within the corporate market. They include morning service, lunch service, dinner service, cocktail parties and full-on events. My recommendation as a new caterer is to focus on the first four, which are easier to execute and the most profitable.

The next step is to get the business. Use your restaurant as a billboard – put up posters, give out fliers, talk up the catering with your clients. Most importantly, do a great job, and encourage your satisfied customers to spread the word.

You’re Not Just a Restaurant That Delivers!

Catering is very different from restaurant take-out and delivery because the needs driving demand for each of these services is different. Typically the demand for catering is driven by some type of get together. One person has been chosen to arrange food for the activity, and one person or organization will pay for the service.

In the case of take-out or delivery, the demand is driven from the individual perspective. For example, my friends are coming over to watch the hockey game so we order a couple of pizzas for delivery. For this event to be defined as catering, I would bring the experience up a notch by adding a salad, beverages and dessert.

Putting It All Together

Catering can be an effective and profitable way to leverage your existing location, staff and menu. But to do both well requires understanding each side of the business and making sure that you do not ignore one while dabbling at the other.