Tag Archives: takeout

How Holiday Catering can make up 50% of your sales this year

We love the holiday season at Monkey Group!

For some businesses, things slow down, but for restaurants, it’s one of the biggest opportunities of the year for takeout, delivery, and catering sales.

Our clients at MonkeyMedia Software, The Catering Institute, and Catering Insights tell us how catering orders can account for 30, 40, even 50% of their sales.

There’s a huge opportunity here.

Over the past 21 years, we’ve been using our strategic framework, The 5 Pillars of Successful Restaurant Takeout, Delivery and Catering, to educate restaurant operators on how to take advantage of this incredible opportunity so their fourth quarter can actually make their whole year.

Holiday catering-specific marketing materials become crucial to sales performance, and while that may be obvious, you still have to make some noise.

The following advice comes from personal experience as a former owner-operator, from listening to our clients, and from working with restaurants and foodservice operators of all kinds over the past 21 years.

(Remember – catering is a different business than your in-store operation and not just an ‘add-on’ service! You must be specific and thoughtful, and always stick to your brand promise.)

Your most valuable marketing tool is your people.

Train your people to speak and write the language of restaurant catering. This is true when you’re gearing up for holiday catering sales season, and it will carry through to help you build momentum for your current program year-round. Train your people at the operations level to tell your catering story to the public. Your front-line people should be able to direct your catering customers to the right team within your organization at the right moment, which will ensure that your customers’ expectations are set properly for guaranteed service execution.

Use all advertising methods at your disposal to tell your catering story.

Showcase your whole team as catering experts – no matter who your customer talks to, that person should be a catering expert, and be able to help your customers. Display a list of the clients you currently service in your store and on your website for prospects to see. Post a sign in-store that says “Today’s Deliveries,” showing your orders for the day – it’s a great way to help drive customer enquiries and interest!

Develop and showcase a holiday catering menu.

Your holiday menu should be different and complementary to your current menu. Focus on a category. Be clear that it is a limited time offer. Stick with one specific, high-value (and high margin) offering.

Document holiday policies and procedures for your team and customers.

The holiday season increases stress for your people and catering operations. Your catering strategy during the holiday time should provide a logical plan for the seasonal spike in sales. You may need seasonal staff. Align your holiday strategy with your existing plan, then include a separate policy and procedure guideline focused specifically on your holiday catering customer.

The holidays should be remembered as a time of festivity with co-workers, friends and family. Give your catering customers an experience to remember and they’ll have even more to celebrate, as well as tell all their friends what a great catering experience you were able to provide.

If you want to learn more about how to maximize your restaurant’s holiday sales during the 2017 season, join us on October 11th for an interactive Catering Institute webinar:

Holiday Catering Sales Webinar

It’s on Wednesday, 11 October 2017, 3:00 PM – 4:00 PM EDT

  • It features 25 year catering veteran Tracy Avolio, who will share best practices on:
    • Who to target for the holiday season
    • Where to find the best sales opportunities
    • Components of a holiday sales plan
    • How to effectively communicate what’s unique about your holiday offering
    • Sales tactics and resources to help drive your business forward

Join us for this interactive session by clicking here.

Feel free to reach out directly if you have any questions! And best of luck this season,

Erle Dardick

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21 Days left to register for Our 2017 Takeout, Delivery & Catering Symposium in Atlanta!

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Well, what a great result we are getting with this year’s 2017 Restaurant Takeout, Delivery & Catering Symposium!  This year is going to be fantastic!  I’m very proud of my team at The Catering Institute, MonkeyMedia Software and Catering Insights.

As of Today, we have more than 120 attendees from 70 different brands, 22 Dynamic Speakers and 20 value added Sponsors supporting this event.  And, we still have 21 Days left!  I’m hoping we may get to 160!  That would be something….

My plan is to help facilitate a day of conversation and debate about off-premise amongst restaurant operators, delivery logistics experts, legal and insurance executives, packaging experts, and technology and call centre perspectives.  In addition, we will be discussing the application of the 5 Pillars of Successful Restaurant Takeout, Delivery and Catering and how it can impact your brand.

If your current off-premise business strategy is getting lost in today’s technology and media landscape, then this symposium is for you.

Hope to see you there.

Register Here

 

 

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Build Your Off Premise Playbook! Only 36 Days Left to Register! – Join Me in Atlanta

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Join us June 6th in Atlanta where we will solve for the future of restaurant off-premise – takeout, delivery, and catering.

  • Strategies for Restaurant Leadership, Centralized Services, Sales & Marketing, Operations and Delivery.
  • Experience interactive sessions and dive deeply into the complexity of off-premise and the many order and delivery channels available to customers
  • Networking opportunities that foster and enable an environment of idea exchange and actionable strategies that attendees can take back to their organizations

Agenda:

1.Opening Key Note: Building Scalable Off Premise Strategies for today – and tomorrow.

  • Current Market Conditions, definitions, trends and size
  • Projections for off-premise sales growth and impacts on foodservice operators
  • Using data and strategic frameworks to adjust your operating model

2. The Impact of 3rd party digital ordering channels on your Off-premise Operations.  

  • Where your orders come from and why it matters
  • What’s the economic impact of 3rd party digital ordering channels on your bottom line?
  • How to organize data coming from different order providers
  • What’s the difference between a takeout or catering order, and why it matters?
  • What IT infrastructure is needed to process off-premise orders?

This session will explore the impact of 3rd party digital ordering channels for off-premise, including the battle for online order market share between your own e-commerce solution and 3rd party digital channels.  Participants will learn and discuss important strategies around menu differentiation by channel, and gain valuable insights into available cloud-based technology solutions to leverage the explosive growth of e-commerce orders.

3.What’s the right Delivery Strategy for your Brand?

Self-managed fleets or third-party partnerships? This session will explore the key strategic elements associated with designing a scalable, long-term delivery program for your brand. Participants will learn the different strategies needed for delivery, takeout and catering.  Participants can expect to walk away with a checklist of considerations for the right delivery program for your brand, and your customer.

4.The Art of Catering—Building a Professional Sales & Service Team.

This session will explore the key strategic elements associated with designing a scalable and sustained catering sales program for your brand, with specific corporate segments in mind.  Participants will learn new strategies for direct selling, and enhance their understanding of the roles and responsibilities of an off-premise sales team.  This session will further explore bonus and compensation packages for sales representatives and will focus on the importance of account acquisition, activating dormant accounts and the value proposition of corporate accounts.

5.The Future of Off-Premise – Deep Automation through Business Logic & Data Flow.

This session will look at the future of off-premise automation through the evolution and application of technology in foodservice operations.  Order systems will eventually communicate directly with foodservice equipment, self-driving delivery vehicles and perhaps even robots in the kitchen to aid in the execution of off-premise food service transactions.

Who Should Attend:

  • Directors of Restaurant Catering
  • VP’s of Restaurant Off Premise
  • Restaurant CEO’s, CMO’s, COO’s, and CFO’s
  • Restaurant Marketing Executives
  • Restaurant Operations Executives

To reserve your seat, click here.


Speakers and Panelists:

Mo Asgari Michael AktisonTracy Avolio Barbara BlackwellErle DardickBrian Farris  Paul Hicks Richard HodgesTrudy JonesEd KellerJackie Kurkjian Grace Prasanson   Jim Rand Jason Schlenker Melissa Wilson


Sponsors:

2.MMS 2.PepsiCo-Foodservice  2.LBP  2.InkTel  2.Voice-Tel  2.Primary2.RDS  2.GRA  2.WNA2.Georgia-Power(NEW)2.SCRLA 2.Southern-Champion-Tray 2.Technomics-New

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