By Tracy Morin
As a pizzeria owner, you already know the joy of helping people make lasting memories. But are you tapping into this superpower by maximizing your catering business?
In today’s challenging economy, you need catering more than ever. Whether you leverage in-store space to host parties or orchestrate foodservice for outside events, catering can provide a steady revenue stream, even when in-store traffic slows. But it must be done right. Here, three industry experts share how to make catering a cash cow for your pizzeria while wowing customers with your service.
OUR EXPERTS:
Elizabeth Brasch, EVP of marketing, Mellow Mushroom, Atlanta, GA
Jillana Miller, co-owner, Miller Butler, San Pedro, CA
Genaro Perez, chief marketing officer, Peter Piper Pizza, Phoenix, AZ
PMQ: How can catering provide a revenue stream to supplement restaurant foot traffic, even during tougher economic times?
Brasch: Catering shifts the revenue model from relying on individual check averages to guaranteed, pre-sold volume. The profit margins from a single catering order can equal dozens of dine-in tickets, with far more predictable labor and food costs. Catering also helps restaurants maximize off-peak hours, smooth out weekly sales fluctuations and extend the reach of the brand beyond the four walls.
Miller: While restaurants often feel seasonal dips, people celebrate year-round—birthdays, baby and bridal showers, graduations, corporate meetings, mitzvahs and more. Catering tends to experience fewer extreme slow periods, making it a strong complement to restaurant operations.
Once you get into a rhythm, you’re able to look ahead and plan for seasons. There are so many different niches that you can explore, market to and cultivate business toward. And your storefront is a great opportunity for those potential customers to basically sample your business—it’s a great place to market and make those connections for catering.
Perez: Catering leverages existing kitchens, menus and teams, creating incremental revenue without the overhead of adding new locations. Catering also opens doors to customers who may not visit our physical locations regularly. When we cater an office party, we introduce our brand to dozens or even hundreds of potential new customers.
PMQ: How do you create catering packages that are priced for both profit and value? What kind of packages should you offer?
Brasch: The key is to design packages around operational efficiency, guest preferences and wide popularity, and perceived value—not just food cost. Focus on items that travel well, require minimal customization and can be produced in batches without disrupting regular service. Tray formats for appetizers, sandwiches, salads and desserts for large crowds are often preferable and easy to serve buffet-style at any event.
Offer packages in a tiered format, which starts with more streamlined, budget-friendly items, and level up to more premium add-ons, like protein additions or specialty items. Most successful programs offer at least several core package types, catering to celebratory events or in-office meetings.
Miller: Our pizza and salad station option is the base of everything, for a per-person price. Then, from there, customers can add on charcuterie, a grazing table, crudités, a pasta station, hors d’oeuvres, or a beverage station with iced tea and lemonade. The price can jump from $25 per person to maybe $60, $70 per person and beyond for bigger events. It’s about making it accessible and providing options.
Perez: For us, profitable catering starts with simplicity and scale. We focus on bundles built around our core products, including pizza, wings, salads and beverages, which already perform well operationally and deliver strong margins. Rather than relying on heavy discounting, we emphasize clear value through smart portioning and clearly defined bundles. When guests can easily understand what feeds 15, 30 or more people, it simplifies the decision without compromising profitability. Packages that are easy to order, simple to execute and flexible perform best.
PMQ: How do you attract new catering clients, then parlay one event into repeat business?
Brasch: Catering must be easy to find on the website, clearly priced and simple to order without requiring more than 30 hours advance notice. Many guests don’t even realize their favorite restaurant offers catering unless it’s prominently promoted on their owned-channel platforms, as well as widely utilized third-party platforms, like ezCater.
We see strong results when catering is marketed directly to offices, schools and community organizations, not just guests. Partnerships with local businesses, event planners and venues are powerful referral sources. Most successful catering programs are led by an in-house catering manager and require full-time diligence and follow-up in regards to execution and client servicing.
Strong packaging is often critical to the program’s success and providing a “wow” catering experience. In professional and event-based environments, esthetics are especially key. Delivering with polished, clean, branded professional packaging that is easy to set up, coupled with great product, is a major win and a program differentiator.
Finally, ensure a flawless experience: On-time delivery, order accuracy, clear labeling and great presentation all build trust and repeat visits with catering guests. After the event, restaurants should follow up with a thank-you, a feedback request and a small incentive for future orders.
Miller: Each event, no matter how big or small, is its own thing, so zoom in on that project. Make sure you really build a relationship with the client and that all of their needs are met—offer a full experience. We want each client to feel special and taken care of, and part of that is communicating it to the staff and getting everyone on the same page, knowing what our standard is. People talk about our ease of booking, so I think that’s a really important component as well.
Perez: While digital ordering is important, many catering decisions still happen at the community level. That’s why we focus on local marketing, building strong relationships with schools, businesses and community organizations. At the same time, we make catering easy to find and order through our digital channels.
The experience doesn’t end when the food is delivered. Every catering order is an opportunity to build a relationship. We follow up with loyalty enrollment, a thank-you message or an incentive for a future order. When the food arrives on time and satisfies the group, it builds trust.
PMQ: How do you leverage technology to maximize your catering operations?
Brasch: It is critical that the order experience, including the online ordering experience, of catering is top-notch—seamless and efficient. Technology tools should be in place, whether owned-channel or third-party, to communicate with the customer when an order is placed and confirmed, and when the order is on its way and set to be delivered. Consistency in communication is key, especially when orders are so often being placed for timely professional events. Restaurants should also invest in a CRM program to maintain guest relations and follow-up.
PMQ: What other behind-the-scenes logistics provide a seamless service for customers and assist staff members?
Brasch: Successful catering execution relies on clear back-of-house operations and systems, including timely order flow, inventory management and standardized prep lists, proper staffing levels, excellence in training and presentation skills, and guest communication. A catering lead or manager in the restaurant is critical to ensure key personnel are in place to ensure success. Incentivize staff properly to grow the program’s sales and create positive guest experiences.
Miller: My father, a successful chef and caterer, used to say, “Push the panic button early.” In restaurants, there’s a level of predictability—you know the kitchen, the menu has been executed countless times, and guests come to you. Catering, especially at a high level, involves far more variables and requires the ability to pivot quickly. The goal becomes foreseeing potential hazards and minimizing how many pivots are actually necessary.
For me, “pushing the panic button early” really means pushing hard early with prep work: tight pack lists, detailed prep and mentally walking through the event ahead of time. Some potential stress points are unique to a location or event, and some are universal. The idea is to solve as much as possible before arrival.
Tracy Morin is PMQ’s associate editor.
