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“Catering has been a secret sauce for some [quick-service] brands, but others have seen that success and jumped on the bandwagon to grab a piece of the pie,” says Jennifer Parker, founder of Impact Brands. The Dallas-based firm helps restaurants with strategic marketing and revenue growth, including the construction and refinement of catering programs.
To quick serves, catering’s appeal is clear: It’s a mechanism to spur trial and drive brand familiarity, an opportunity to heighten the restaurant’s marketplace penetration, and a chance to drive upward of 15–20 percent to the top line while incurring only incremental labor costs. Parker, in fact, calls catering “revenue gravy.”
“The flow-through to the bottom line and impact to the brand can be significant and meaningful, and that’s why brands are putting a greater focus on catering than ever before,” Parker says.
National Restaurant Association:
The Key Elements of Building an Off-Premise Operation
JENNIFER PARKER SPEAKS AT NRA'S RESTAURANT REVENUE GROWTH CONFERENCE IN CHICAGO
The off-premise landscape is complex but can be highly profitable if done right. The demand for food in the office has made corporate customers a particularly attractive market—a $22 billion one— with business catering growing more than 30 percent over the past three years. While opportunity abounds, launching an off-premise operation poses new operational challenges. In this session, panelists from top brands will share how they implemented a strategy that drives top-line sales and bottom line profits.
How Top Chains Boost Revenue
JENNIFER PARKER SPEAKS AT
INTERNATIONAL RESTAURANT SHOW OF NEW YORK
It’s been a tough few years for the restaurant industry, but amidst the challenges a bright spot has emerged: off-premise catering. The demand for food in the office has made corporate customers an especially attractive market – a $21 billion one - with businesses catering orders growing more than 30 percent over the past three years. In this session, attendees will hear from Potbelly Sandwich Shop, Fazoli’s and Impact Brands about how they’re using business catering to drive revenue through off-premise sales.
IMPACT BRANDS TAKE
THE STAGE AT CATER UP
New Orleans welcomes restaurant leaders to talk Off-Premise at the inaugural Cater Up conference hosted by ezCater and in partnership with Technomic!