The numbers tell a compelling story: the U.S. catering market is on track to reach $124 billion by 2032, presenting an unprecedented opportunity for restaurants. In our recent webinar, we dove deep into this evolving landscape with industry experts Chris Mickey (Director of Sales, Checkmate) and Michelle Smart (Chief Customer Care Officer, ezCater). Their insights revealed not just the size of the opportunity, but how restaurants can position themselves to capture it.
The Evolving Catering Landscape
The pandemic reshaped many aspects of the restaurant industry, but perhaps none more dramatically than catering. Today, we're seeing growth that outpaces traditional digital ordering channels by 50%, driven by a perfect storm of market conditions:
- Return-to-office mandates from major companies are creating new opportunities for regular, large-scale orders
- Businesses are increasingly using food as an employee retention tool, with many including meals as a core benefit
- Rising inflation and labor costs are pushing restaurants to seek higher-margin revenue streams
What makes this particularly exciting is the consumer response: 56% of people are now more likely to order catering than before the pandemic. This isn't just a temporary shift – it's a fundamental change in how businesses and consumers think about group dining.
Building a Successful Catering Program
Our panelists emphasized that success in catering isn't about doing what you're already doing, just bigger. It requires a fundamental shift in how you approach your operations. Here's what that looks like in practice:
Treat Catering as a Separate Business
The days of treating catering as an afterthought are over. Leading restaurants are creating dedicated teams, spaces, and systems for their catering operations. This means:
- Establishing dedicated staff and production lines
- Creating specific hierarchies and systems for catering operations
- Implementing separate standard operating procedures (SOPs)
Digital Presence That Converts
"Meeting customers where they are" was a recurring theme throughout the webinar. Today's customers expect to order seamlessly from their phones or computers, making your digital presence crucial:
- Create an intuitive online ordering experience
- Ensure your platform is mobile-friendly
- Provide clear menu options with dietary information
- Make the ordering process as frictionless as possible
Operational Excellence is Non-Negotiable
When it comes to catering, the stakes are higher than individual orders. One mistake can impact dozens of people and potentially cost you significant future business. Our experts stressed the importance of:
- Consistent packaging and presentation that reflects your brand
- Including all necessary utensils and serving items
- Clear labeling, especially for dietary restrictions
- Reliable, on-time delivery
Scaling Your Catering Operation
Growth in catering isn't about luck – it's about systems. Our panelists shared how successful restaurants are scaling their operations through three key areas:
Technology Integration
The right tech stack isn't just about efficiency – it's about creating a foundation for growth. Key investments should focus on:
- POS integration for streamlined operations
- Both first-party and third-party platforms
- Tracking and communication tools
- CRM systems for managing customer relationships
Menu Strategy
Your catering menu shouldn't be a copy of your regular menu. Successful operators are:
- Creating flexible options for different group sizes
- Adapting offerings for various dayparts
- Incorporating seasonal variations
- Ensuring dietary alternatives are available
Quality Control
With average order values around $400, there's no room for error. Leading restaurants are:
- Maintaining consistent quality across all channels
- Implementing thorough quality check procedures
- Following detailed packaging guidelines
- Establishing clear communication protocols
Looking Ahead: 2025 and Beyond
The future of catering is taking shape now, and we identified several trends that will define success in the coming years:
- Major brands are investing heavily in dedicated catering infrastructure
- Breakfast and non-traditional dayparts are emerging as significant opportunities
- Order tracking and transparency are becoming must-haves
- Traditional corporate cafeterias are being replaced by catering services
- Packaging and presentation are increasingly vital differentiators
The Numbers That Matter
The data tells a compelling story about catering's potential:
- Average order value hits $400, feeding 20-25 people
- 67% of orders now come through mobile channels
- 70% of employees prefer local restaurant options
- 47% of first-time catering customers become regular restaurant patrons
Final Thoughts
The catering opportunity isn't just about adding another revenue stream—it's about building lasting relationships with corporate customers and individual consumers. Success requires the right mix of dedication, infrastructure, and operational excellence.
For restaurants ready to seize this opportunity, the path forward is clear: invest in technology that scales, maintain unwavering quality standards, and build systems that grow with your business. The catering market has evolved from a nice-to-have to a must-have component of successful restaurant operations.
Ready to optimize your catering operations? Contact Checkmate to explore our solutions.
