Restaurant catering is booming in the United States — in 2023, the sector was worth a staggering $12.2 billion. Caterers prepare food for a variety of events, from special-occasion celebrations to office lunches and home gatherings. This lucrative market creates a valuable opportunity for restaurateurs; it’s a way to build an additional revenue stream and reach new customers in the process.

Whether your catering segment is established or you’re just getting started, understanding how to get more catering orders can help you create a successful service offering.

Why your restaurant should offer catering services

It’s a big deal to add a new service to your restaurant. As you determine whether it’s right for your business, consider how diversifying your offerings could give you an edge in the challenging restaurant industry.

More exposure for your restaurant

Catering is an effective way to introduce your food to large groups of potential clients. Some may be familiar with your restaurant but have never had the occasion to try your food; others may be hearing about your restaurant for the first time.

If you can get into corporate catering, the benefits can be even more extensive. According to Grubhub data, the majority of employees who try food during a catered office event will visit that restaurant in the future.

Catering can be more persuasive in attracting new customers than traditional advertising. While advertising relies on messaging, catering wins over potential customers through firsthand experiences. Prospects won’t need to be convinced your food is good — they’ll be able to taste it for themselves. The best part? You don’t need to pay to reach these new customers; in fact, you’re being paid to do it.

Another way to make customers happy

Busy people have less time to prepare meals; they’d rather spend free time with loved ones. They crave convenience when planning daily meals, entertaining, and corporate events. By offering catering services, you can provide customers  with a stress-free way to feed their families, guests, and colleagues. Partner with Grubhub and the experience is even easier — customers can place their catering and group orders online at any time.

Increase your revenue

A catering service generates an entirely new sales segment for your restaurant — one that often has higher profit margins than in-house orders. This is particularly true around holidays and on special occasions, when catering services are in higher demand.

With catering, you provide meals for a large number of people in a single order; it requires less prep and a streamlined workflow. People may be more inclined to splurge on higher-ticket items and a wide variety of foods to please their guests.

Group orders also give you the opportunity to buy ingredients and supplies in bulk, helping you get the best prices. Because you’re providing delivery, supplies, and other services in addition to food, you can set premium prices. When it comes to special occasions, customers are often willing to pay for the convenience, reliability, and value you bring.

Partnering with Grubhub for your catering services can help bring in new business. Your restaurant will be visible to an extensive database of corporate accounts and regular customers, which creates opportunities for large orders and repeat business.

Technology makes it easy to implement

Advanced catering management software can help your restaurant run a successful catering operation without negatively affecting other aspects of the business.

For instance, Grubhub can help you accept and process catering orders easily. You can confirm the order through email, the Grubhub platform, or even by fax. The detailed order specifications in Grubhub help your managers plan, schedule staff, and accurately prepare orders.

Adding catering to your restaurant is a big undertaking, but technology makes it more accessible. With the right technology, you can minimize labor while capitalizing on the potential for increased profits.

How to boost your catering sales

Getting a catering service up and running is just the first step — you must also find ways to bring in orders. In addition to your regular marketing activities, try these sales-boosting tips.

1. Pay attention to your target audience

Not all your customers will need catering services. Before you do anything else, take time to narrow down your target audience. If you have a fine-dining restaurant, you might target event planners and diners who entertain frequently. If you serve upscale fast-casual food, your ideal audience might be corporate clients that are providing meals for meetings and other office events.

Gather as much information as you can about these customers. What are their needs and pain points? Do they have budget constraints, or is impeccable presentation a bigger priority? The deeper your understanding, the easier it is to market your services in a way that resonates with potential catering clients.

2. Give out samples

Delicious food is your biggest asset in a catering business. To give potential clients the opportunity to experience your offerings firsthand, host a tasting event. Invite people in your target audience — it’s a great opportunity to announce your catering service and drum up interest.

During the event, offer small portions so guests can try a little of everything. Make sure the service reflects the quality and style of your catering. You might offer a buffet line, pass appetizers, or set up hot stations with chefs carving meat or preparing food on the fly. Guests will get to taste the food, but they’ll also get the full catering experience. If everything runs smoothly, this can be a powerful marketing strategy.

3. Train your employees

Adequate training can turn your employees into ambassadors for your catering business. Teach workers about the service, and if possible, involve them in the process. When a potential client asks a question, they’ll be able to answer it on the spot. Get everyone involved, from the dishwashers to the servers; you never know who’ll bring in a new catering client.

Your training should cover topics such as:

• Ways to order
• Catering menu
• Minimum and maximum group sizes
• Catering delivery options
• Additional services (setup, serving, cleanup, etc.)
• Event types

4. Advertise your services

Advertising is an effective way to get the word out about your catering business. Plan each ad with your target audience in mind. Where do they spend time? What platforms and media types are they exposed to most often?

Some places to reach new clients include:

• Social media. Post about your catering on your restaurant’s Facebook, Instagram, and TikTok profiles. You can announce the service or offer behind-the-scenes glimpses of the preparation process, delivery, and the dishes themselves. You can also take out ads on individual social media platforms.
• Online. Pay for internet ads that display when potential clients are browsing websites. Google makes it easy to buy targeted advertising that’s visible only to people who meet your criteria.
• Radio. Radio might seem outdated in the age of the internet, but it’s still popular; 82% of Americans age 12 and up listen to the radio at least once every week. Audio ads are a cost-effective way to reach many people at once.
• Print. As more people spend time online, print ads can be a way to stand out. If you’re targeting corporate clients, take out an ad in industry publications.

5. List your menu with Grubhub

Grubhub has more than 33 million active users. Get your restaurant’s catering business in front of them by listing it on our platform. You’ll expand brand awareness, especially among people who are specifically looking for catering and group orders. Plus, because Grubhub makes it so easy to place catering orders, there are fewer barriers to purchasing — customers can try your restaurant with minimal effort and low risk.

After you sign up for Grubhub, reach out to your Account Advisor. They’ll help you set up catering in a way that maximizes orders.

Level up your catering game

Catering can be a lucrative service for your restaurant — as long as you’re prepared to deliver customers the best possible experience. By anticipating clients’ needs and reaching your target audience, you can increase return on investment and bring in more catering orders. Ready to reach new customers and grow your business with Grubhub? Get started today.