Unlocking Catering Potential: Overcoming Fear in Restaurant Operations
In the competitive world of food service, catering represents a massive untapped opportunity for restaurants. Yet, many operators remain hesitant to fully embrace this potential revenue stream. Jason Brooks, a veteran restaurant consultant and industry expert, offers a compelling perspective on why restaurants struggle with catering and how they can transform their approach.
The primary obstacle, according to Brooks, is fear. Not the kind of fear that keeps you up at night, but a subtle, pervasive hesitation that prevents restaurant leaders from fully investing in their catering operations. This fear stems from a fundamental misunderstanding of catering's true potential and the complexity of implementing a successful strategy.
Restaurants have long treated catering as a side project, a marginal activity relegated to the periphery of their business model. This approach is fundamentally flawed. Brooks argues that catering isn't just an additional service—it's a critical revenue stream that can significantly impact a restaurant's bottom line.
The disconnect is most apparent in how restaurants approach training and resource allocation. Catering teams are often underresourced, undertrained, and disconnected from the core business strategy. Leadership frequently views catering as too complicated, too resource-intensive, or too risky to pursue aggressively.
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Technology has only complicated this landscape. The restaurant industry has historically been slow to adopt new technologies, and catering is no exception. While other sectors have embraced digital transformation, many restaurants continue to rely on outdated processes and manual systems.
Brooks suggests a radical reimagining of catering operations. This starts with breaking down the fear barrier and treating catering as a serious business unit. Restaurants need to invest in dedicated catering managers, develop comprehensive training programs, and integrate catering strategy into their top-level business planning.
The market opportunities are significant. Corporations are increasingly seeking catering solutions, particularly in a post-pandemic world where flexible dining options are crucial. Convenience stores and groceries are already expanding into catering, recognizing the potential for additional revenue streams.
Practical steps for restaurants include:
Developing a dedicated catering strategy
Investing in team training and development
Embracing technology that streamlines catering operations
Joining professional communities for ongoing support and learning
Brooks' vision extends beyond individual restaurants. Through initiatives like Cater Link, he's creating a community of food service professionals committed to advancing catering strategies. This collaborative approach allows operators to share insights, overcome challenges, and unlock new opportunities.
The future of catering is bright for those willing to overcome their fears and invest strategically. It's not about doing more—it's about doing things differently. Restaurants that view catering as a core business function, rather than a peripheral service, will be best positioned to thrive in an increasingly competitive market.
For restaurant leaders looking to transform their catering operations, the message is clear: embrace the opportunity, invest in your team, and don't let fear hold you back.
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