The resurgence of in-person events, corporate gatherings, and back-to-the-office requirements have spurred the demand for catering services. That’s great news for restaurants serving up catering to their customers, but it also means that there will be more competition for these lucrative jobs. That’s why it is more important than ever to make sure your current and prospective customers know that not only do you exist, but that you also offer an awesome catering program. 

In other words, it’s time for marketing. 

Marketing is the key to spreading awareness, but it’s not enough to just send an email and post to social media every once in a while. Instead, you need to build a thoughtful marketing strategy that reaches customers with your message and entices them to give your catering services a try. 

Here’s a closer look at how to build a mouth-watering marketing plan for your catering business.

Identify your audience

Are weddings your sweet spot? Or do you have a stronger craving for corporate clients? While you don’t need to pigeonhole your business into one specific catering segment, narrowing your focus can help you market your product to the right audience. 

The content you produce for private events will differ from what you’ll promote for weddings or corporate catering, so determine who your target audience is and develop content that–ahem–caters to them. For instance, if you decide to specialize in business catering, you’ll want to showcase aspects of your service that speak to the needs of corporations, such as easy-to-eat meals, on-site delivery, and the ability to scale food quantity. 

Invest in professional photography 

While “amateur” photography works for social media, it’s still important to take professional photos of the dishes offered as part of your catering program, as well as imagery of your catering services onsite. Expert images can help customers visualize how your food would be presented at an event and what the dishes would taste like. These images can be used in a variety of marketing mediums, from emails to online ordering, and they can effectively sell the experience of ordering from your restaurant.

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Build connections with other vendors 

Your services may arguably be one of the most important (if not the most important) aspects of an event, but most occasions call for a variety of vendors. In fact, couples hire between 12 and 15 vendors for their wedding. 

These different vendors may include the event venue, photographers, florists, entertainment, and more. Building strong relationships with local service providers can connect you to an exponential amount of new customers. When these vendors get hired for another job, their new clients may ask for catering recommendations. If you’ve secured a strong working relationship with them, they’ll be highly likely to suggest your restaurant as the one to work with for their customer’s event. 

Use your website to tell your catering story

Your website should essentially be the external command center for your catering business. Create a dedicated section on your site that includes updated catering menus, dish photos, and any other important details about your catering services. This includes forms they can download, request, or fill out online. 

According to research, the average time spent by a website visitor on a single page is 54 seconds, so you have only a short amount of time to make a big impression. Working with a partner like Popmenu, you can easily build a beautiful, dynamic website that not only captures the attention of customers but also makes your menus and catering services more visible on Google–driving more traffic to your restaurant's digital front door. 

Leverage digital marketing channels

Social media, email, and text message marketing are invaluable channels for promoting your restaurant catering services, because of their wide reach and high engagement potential. With social media, you can showcase everything from appetizing imagery to customer reviews, creating excitement and attracting potential new customers. 

With email marketing, you can personalize and target your communications, which enables you to share special offers, seasonal menus, and exclusive promotions that meet your customers’ specific catering needs. What’s more, text message marketing can be an incredibly effective tool because it is an immediate form of communication and can be a great way to reach customers for last-minute updates or promotions. 

However, none of these tools work effectively without first developing an intentional marketing strategy and content that speaks to your target audience. You can learn more about building an effective email strategy here. 

Communicate early and often

Holidays and events like Thanksgiving, Christmas, and the Superbowl are great opportunities to offer catering, but they often come with higher ordering volume. Be proactive in your communication with guests by messaging them months in advance and providing details on your menu and the pick-up process. The more they know ahead of time, the fewer last-minute questions your staff have to field.

Providing online ordering in advance is another way to ensure your staff is prepared for the holiday rush. Diners place their orders weeks ahead and you can identify what prep and staffing needs are required to meet the influx of orders—preventing your restaurant from “taking 300 orders 12 hours before Christmas Eve.” A lesson so specific, Henri’s Bakery & Deli clearly learned it the hard way. Check out their full case study here to learn more about leveraging marketing, online ordering, and catering to drive growth for your business.

Making the most out of marketing

While there are a lot of ways you can market your catering services, and it may all seem overwhelming, a little marketing can go a long way. So start slow, focus on the core elements of a good marketing strategy, and invest in the areas that make the most sense for your restaurant. Check out our Beginner’s Guide to Digital Marketing to learn how you can get started today!