Why Every Restaurant Should Offer Catering — And Why Getting Professional Help Pays Off
ST. LOUIS, MO (StLouisRestaurantReview) Catering is no longer a “nice-to-have” sideline for restaurants. It’s a powerful, margin-friendly growth engine that can stabilize cash flow, expand brand reach, and—counterintuitively to some—lift in-store sales rather than cannibalize them. Whether you operate a neighborhood café, a fast-casual concept, or a full-service dining room, a well-run catering program creates predictable demand, introduces your food to new audiences in bulk, and turns one-time event orders into repeat dine-in and takeout customers. The key is launching it professionally: with the right menu engineering, pricing, packaging, logistics, and marketing. Done right, catering becomes your restaurant’s flywheel.
The Business Case for Restaurant Catering
1) Higher Average Ticket and Stronger Margins
Catering orders are larger by nature—think trays, bundles, and per-person packages—which significantly increases the average ticket size. Labor per dollar sold can be lower thanks to batch prep, standardized recipes, and production runs. Packaging and delivery add costs, but with correct pricing and minimums, the blended margin on catering is often as good as or better than dine-in.
2) Predictable, Pre-Booked Revenue
Unlike typical walk-in traffic, catering is scheduled. Your team can plan labor and purchasing days or weeks ahead, smoothing the peaks and valleys of the week. Corporate lunches, recurring team meetings, school events, and weekend family gatherings anchor a steadier revenue cadence.
3) New Customer Acquisition at Scale
One catered lunch can place your food in front of 20, 50, or 200 new mouths at once. If you provide labeled menus, a QR code for first-timer offers, and a postcard with your dine-in specials, that single order becomes a mass sampling event.
4) Better Utilization of Your Kitchen
Most restaurants have “shoulder periods” between meal rushes. Prepped properly, those hours can be used for catering production without disrupting service. The result: more revenue from the same fixed costs.
How Catering Increases In-Store Sales (Not Replaces Them)
Owners sometimes worry that catering will steal focus from the restaurant floor. The reality, when structured correctly, is the opposite. Here’s why:
- The Halo Effect: Every catering event is a mini-brand showcase. Guests who enjoyed the meal will visit later with family or coworkers. A simple “Bring this card for a dine-in appetizer on us” turns office eaters into table-turners.
- Pickup Foot Traffic: Many orders are picked up, not delivered. While customers wait, they notice your dessert case, seasonal specials, or bar. Add a small display, tasting samples, or a bundle deal for pickup customers, and you’ll see incremental add-ons and return visits.
- Corporate Accounts Become Loyal Regulars: Office managers and admins who order monthly often become personal customers on weekends. Offer them a loyalty program that works both for catering and dine-in, and they’ll naturally cross over.
- Menu Discovery: Catering menus highlight your greatest hits. When those hits impress a large group, demand for those items in the dining room increases. Use small table toppers in-store to advertise your most popular catering bundles.
- Seasonality Smoothing: Catering thrives during holidays, graduations, sporting events, and corporate planning cycles. These surges build brand mindshare that carries into slower in-store months.
- Illustrative math (example, not a guarantee):
If you add just two $600 catering orders weekly at a 22% net contribution, that’s
$264/week in incremental profit ($13,700/year). If 10% of those catering guests convert into dine-in parties averaging $55 checks (say 6 new parties/week), you’ve added ~$17,000+ in annual top-line dine-in revenue—before upsells.
Why Professional Help Matters
Launching catering “on the fly” can strain a restaurant. Professional guidance accelerates setup, prevents costly mistakes, and protects your brand. Here’s what pros bring:
Menu Engineering & Pricing
- Bundle Design: Build per-person packages (e.g., “Taco Bar, $14.95 pp”) and tray formats for 10–12 servings.
- Costing Discipline: Lock in food cost targets and contribution margins; set clear minimums and tiered pricing for volume.
- Prep & Holding Standards: Choose items that travel well and reheat reliably; document grams/ounces per guest for predictable outcomes.
Packaging & Presentation
- Transport-Ready: Clamshells and foil pans are only the start. Pros advise on insulated carriers, tamper-evident seals, spill-proof sauces, and temperature management.
- Branding: Labels, allergen icons, reheating instructions, and a polished catering menu insert elevate perceived value.
Ordering & Workflow
- Lead Times, Cutoffs, Minimums: Avoid last-minute chaos with rules (e.g., 24–48 hours’ notice, $150 minimum, cancellation policy).
- Prep Calendars: Map out production timelines and par levels for proteins, sauces, and sides to keep the line efficient.
- Staffing Plans: Assign roles (prep lead, packer, driver coordinator) to ensure dine-in service remains smooth.
Delivery & Logistics
- In-House vs. Third-Party: A catering consultant can size your demand and recommend when to use couriers, when to self-deliver, and how to price delivery zones.
- Set-Up Standards: For higher-end events, placement, chafers, and presentation guidelines protect your reputation.
Sales & Marketing
- Corporate Prospecting: Build a simple outreach list (business parks, schools, hospitals, real estate offices) and a monthly email cadence.
- Offers That Don’t Discount You to Death: First-order incentive + repeat order perks + loyalty points.
- Omnichannel Ordering: Ensure your website features a dedicated catering page with clear “Order Now” buttons, concise package details, accurate lead times, and comprehensive FAQs. (If you use an online ordering partner, make sure they support catering, scheduled orders, and delivery windows.)
Risk, Compliance & Profit Protection
- Food Safety: Time-temperature controls for large orders, allergen management, and labeling—non-negotiables.
- Contracts & Deposits: For events over a certain size, use deposits and written terms to prevent last-minute surprises.
A Practical 90-Day Launch Plan
Days 1–15: Foundation
- Define 6–10 catering SKUs (2–3 entrées, 2 sides, 1 salad, 1 dessert, 1 beverage option).
- Cost every item, set minimums and lead times, and create a simple two-page catering menu PDF.
- Choose packaging and create a packing checklist.
- Decide on delivery strategy and zone pricing.
Days 16–30: Systemize
- Add a catering page to your website with ordering steps, FAQs, and contact.
- Train staff on prep standards, holding, packing, and handoff scripts.
- Set up order capture (phone, form, or integrated online), payment workflows, and deposits for large orders.
Days 31–60: Soft Launch
- Pilot with friendly customers: local offices, schools, and community groups.
- Gather feedback, refine portion sizes, and adjust packaging where needed.
- Photograph your bundles—professional images dramatically increase conversions.
Days 61–90: Scale
Announce broadly via email, social, table toppers, box stuffers, and local business outreach.
- Add “Order for the Office” CTAs on receipts and check presenters.
- Start a simple rep program: offer admins or office “champions” a monthly treat for recurring orders.
- Track KPIs weekly and adjust.
KPIs to Track (for Catering and In-Store Lift)
- Catering Revenue & Order Count (weekly/monthly)
- Average Catering Ticket and Per-Person Price
- Food Cost % and Contribution Margin for catering SKUs
- On-Time Rate and Order Accuracy
- Repeat-Order Rate (30/60/90 days)
- Dine-In Cross-Over: # of catering guests who visited in-store within 30 days (via QR/offer code)
- Pickup Add-On Sales at the counter
Common Mistakes to Avoid
- Overcomplicating the Menu: Too many SKUs crush production. Start tight; scale later.
- Under-pricing Delivery and Set-Up: Time, mileage, and staff have real costs; price accordingly.
- No Minimums or Cutoffs: You’ll burn labor on unprofitable, last-minute orders.
- Neglecting Presentation: Great food can feel average if it arrives in leaky or unbranded packaging.
- Treating Catering as “Extra Work”: It’s a product line with its own P&L and standards—give it a leader and a process.
Turning Catering into a Dine-In Growth Engine
To convert event eaters into regular guests, bake cross-promotion into every order:
- Bounce-Back Offers: Include a card for a dine-in appetizer, dessert, or weekday special; expire it in 14–21 days to encourage quick visits.
- QR Codes to a VIP List: Offer a “Team Lunch Insider” list for exclusive weekday deals and new menu releases.
- Packaging Inserts That Sell: Showcase happy hour, seasonal features, and weekend brunch.
- Pickup Experience: Reserve a pickup shelf and greet with a sample bite—tiny gestures create big memories.
Where Professional Partners Fit
While many restaurants can build the basics themselves, professional partners shorten the learning curve. Depending on your goals, look for help with:
- Catering-capable online ordering (scheduled orders, per-person packages, delivery windows)
- Menu engineering and costing (consultant or fractional operator)
- Branding and collateral (menu design, labels, photography)
- Sales outreach (corporate list building, email cadence, referral programs)
- Operations playbooks (prep charts, par sheets, packing SOPs, delivery checklists)
These partners help you avoid hidden costs, protect guest experience, and reach scale faster—while keeping the dining room humming.
Final Takeaway
It isn’t a distraction from your restaurant; it’s a multiplier. Launching it with professional guidance turns large, scheduled orders into reliable cash flow and a steady stream of new dine-in customers. Start with a focused menu, price for profit, package like a pro, and market like you mean it. In three months, you can have a catering engine that pays for itself—then fuels the growth of every other channel in your business.
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Martin Smith is the founder and Editor-in-Chief of St. Louis Restaurant Review, STL.News, USPress.News, and STL.Directory. He is a member of the United States Press Agency (ID: 31659) and the US Press Agency.
