The Untapped Potential of Catering: A Hospitality Veteran's Insights
Catering may seem like an afterthought for many restaurant operators, but according to industry veteran Erle Dardick, it's a goldmine waiting to be tapped. In a recent episode of the "Catering Cage" podcast, Erle sat down with Zack Oates, the CEO and founder of Ovation, a leading guest feedback platform, to dive deep into the nuances of the catering business and uncover the hidden opportunities it presents.
"Catering is a different business, it's not the same as your regular takeout or dine-in operations," Erle emphasized. The magic, he explained, lies in the ability to layer this incremental sales channel on top of existing restaurant assets. But the key, he notes, is that the entire supply chain, from suppliers to operators, must step up and invest in the catering conversation.
One of the critical aspects Erle and Zack discussed was the importance of customer feedback and data collection in the catering space. "If you build it, they won't necessarily come," Zack said. "You have to let people know you do catering, and the best way to do that is through customer data." By making it easy for catering customers to provide feedback and converting them into direct orders, restaurants can unlock a level of loyalty and cross-pollination that's often missing in the industry.
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The duo also delved into the nuances of the B2B catering customer, highlighting the often-overlooked fact that the individual placing the order may not be the same as the end-consumer. "There's the person eating the food, the person ordering the food, and potentially another layer of the person approving the supplier," Erle explained. Zack noted that by providing valuable insights and reports to the decision-makers, restaurants can strengthen their position and secure long-term business.
Ultimately, Erle and Zack emphasized the importance of the "little things" in catering – the handwritten notes, the follow-up calls, the genuine efforts to make things right. "Humans want to feel important," Zack said. "If you make them feel important, you've got the highest level of loyalty you could possibly get." These small gestures, they argued, can make all the difference in a highly competitive catering landscape.
As the conversation drew to a close, Erle and Zack shared their mutual excitement for the untapped potential of the catering business. "Catering is a marathon, not a straight line," Erle said. "But by embracing the nuances, focusing on the customer experience, and infusing your business with genuine gratitude, you can unlock a world of opportunities." For restaurant professionals looking to elevate their catering game, these insights from industry veterans serve as a roadmap to success.