While many companies continue to implement some level of remote work benefits for their employees, many organizations have moved toward a hybrid scenario, requiring at least a few days a week in office. That may be bad news for workers who miss the convenience of a home office, but it’s good news for restaurants that offer corporate catering.

As more people head back to the office, companies are looking for ways to increase employee morale. And since the way to our hearts is through our stomachs, companies are growing wise and upping their catering budget. In fact, a recent survey found that large purchases (over $250) now comprise over a third of all business dining transactions, a 32% increase over 2019.

Catering of a Different Color
This is a huge opportunity for restaurants looking to expand their catering offerings, yet it’s important to know that corporate catering tends to differ from other catering services. So, even if you’re running a successful catering business out of your restaurant, it’s important to understand the nuances of corporate catering in order to grow this specific segment. 

Here, we answer some of the top questions about corporate catering and how to successfully integrate it into your catering program. 

What is corporate catering?
Corporate catering essentially refers to the provision of food and beverage services specifically tailored for businesses and corporate events. This can include a range of offerings, from supplying regular meal services for employees to executing full-service event catering. The purpose of corporate catering is to provide a professional, efficient, and high-quality food service that aligns with the needs and expectations of businesses and their employees, clients or guests. ‍

How does corporate catering differ from other services?
The biggest differences between corporate catering and other types of catering services is in the timing of the requests and the fluctuation of the demand. When you hear “corporate catering,” you may automatically picture a more elaborate spread for large client or company-wide events. While that can often be the case, you may just as likely get requests for smaller, last-minute orders meant to treat a team of employees. 

This means you should have the right infrastructure in place–from kitchen equipment to an online ordering system–that can handle different types of orders and still produce a consistent, high-quality product. It also means that when you promote your catering offerings, you ensure that it’s clear what types of corporate catering orders you take (i.e., smaller scale lunch meetings or larger corporate events).

What should you consider before launching a corporate catering program?
There are some important factors to consider when building up a corporate catering program to ensure you’re ready to meet the unique demands of corporate customers. For starters, you should conduct some market research to better understand the needs and preferences of the potential clients in your area. 

Consider what types of organizations are in your delivery zone: Is it mostly factories or small businesses? Are you in an urban area with an influx of offices? Try to get a sense of how many local businesses have remote workers vs. in-office requirements, what types of meetings and events local companies host frequently, and other variables that would impact the types of catering you offer. It could be helpful to conduct a survey of local businesses asking these types of questions and giving them an incentive upon completion, such as one free catering order. 

Other variables to consider include:

• Menu development: Focus on specific types of food or presentation styles that are most conducive to in-office catering, e.g., buffets or boxed lunches? 
• Pricing structure: Create different pricing models based on the different types of events you’ll be offering. Determine whether you’ll offer packages, customizable options, or a set menu. 
• Communication: Set up a system for communicating with clients during the entire process. Consider investing in a solution that will help automate some of the processes like collecting customer preferences, personalizing messages, and scheduling regular follow ups. 
• Online ordering: As previously mentioned, corporate catering doesn’t always take the shape of formal orders placed far in advance. Sometimes, it’s just a team leader deciding at the last minute to treat their employees to some lunch. With this in mind, you’ll want to offer standard online ordering to take advantage of the more casual lunchtime rush. 

How should you promote corporate catering? 
You’ll want to spread the word far and wide about your new catering offerings, but strategy is just as important as reach. Employ some of the “usual” marketing tactics that will get the attention of customers, such as sharing relevant content on your website, posting to social media, and sending marketing emails and texts. However, make sure you consider some additional ad-hoc ideas that are effective with local businesses, such as dropping off flyers, conducting catering giveaways, and sharing content with local influencers. 

Making the most of a growing segment
‍Corporate catering is booming, and there’s never been a better time to expand your catering program into this new terrain. Once you understand the nuances of this type of catering, invest in the right equipment and support solutions, and build a specialized marketing strategy, you’ll be well on your way to hearing corporate customers say “You’re hired!”