Building A Catering Business In The Digital Age
In a recent interview, Jen Saunders-Haynes, the Global Catering Director at Subway, shared valuable insights into the catering industry and her role at the world's largest restaurant chain by number of locations. Haynes, affectionately known as the "Catering Queen," emphasized the importance of understanding catering as a distinct business within the restaurant industry, requiring specialized strategies and dedicated resources.
Haynes highlighted the challenges of scaling catering operations in a multi-unit restaurant environment. She noted that success in catering often depends on local engagement and relationship-building, rather than simply relying on traditional marketing approaches. This requires franchisees and operators to actively work within their communities and provide extra care to catering orders to ensure repeat business.
Looking to the future of catering, Haynes discussed the potential impact of automation and artificial intelligence. She envisioned a future where AI bots could handle complex catering orders, considering dietary restrictions and preferences. However, she also pointed out the need to carefully consider how automation might affect restaurant economics, staffing, and labor costs.
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The interview touched on the blurring lines between different off-premises channels, such as takeout, catering, and group ordering. Haynes suggested that the industry may need to rethink how these channels are defined and measured, as consumer behavior evolves and ordering methods become more diverse.
For those working in the catering industry, Haynes offered words of encouragement, advising professionals to "stay the course" if they are passionate about the field. She emphasized the importance of being one's own cheerleader and advocate, especially when catering might not be a top priority for an organization.
Finally, Haynes provided advice for organizations looking to develop their catering programs. She recommended starting with the basics: understanding the brand's identity, knowing the target audience, and creating a simple, easily executable menu. By perfecting these fundamentals, she believes businesses can build a successful catering operation over time, even if immediate results aren't apparent.
