So by now you’ve got a huge list of leads, you’ve been contacting them in various ways, and now you have a separate list of some that are very interested and could lead to huge orders. But they haven’t quite committed yet. What can you do?
- Remember, you are competing against many other restaurants in your area to get these sales. Especially, large scale events or repeat orders. You may need to go above and beyond to get these sales.
Catering Demos:
- Offering a small demo of what you offer can help potential clients taste the food and see the presentation. Especially for large offices with multiple admins who order or key organizers of an event, this can help sway the sale to you.
- Ask if there are any
dietary restrictions or things they’d like to sample, and create a small
10-person menu to bring over, along with more menus.
- This should include at least two entrees, two sides and a dessert.
- Make sure the presentation looks perfect and bring everything you would for a regular order.
- Be sure YOU set it up and don’t just hand them a bag of food.
- Ask to speak to the attendees for a few moments and answer any questions they may have
- Thank them again for the opportunity and see if you can get
the order placed before leaving.
- If not while there, when would be a good time to follow up?
- Catering demos should
only be offered to those who you know will be a long-term client or have a
giant event (such as food for 1000 at a race, a wedding, the regional manager
of 10 Targets who all need food for the holidays, admins who order lunch for 25
every day, etc)
- These should not be the go-to method for booking a sale and should be approved by a General Manager.
- There should be a monthly limit on these.
- While could be off-site, they may also work well in the restaurant based on needs. Setting up a buffet during an off-peak time in the dining room and inviting leaders in the community to come try catering can be a helpful technique as well.
Wedding Tastings:
- When having a couple interested
in wedding catering, they will likely want to taste the food to see exactly
what they’d like to serve at their special event. Hosting a tasting at the
restaurant can help book the wedding.
- Have the event coordinator sit with the couple and get an idea of budget and type of food wanted (and get to know restrictions, dietary needs, etc)
- Choose 8-10 items with the couple they’d like to taste
- Bring out 1-2 samples (just a small version of a few bites, enough for each person to try some) at a time.
- Ensure to bring out samples from different parts of the menu they will be serving including appetizers, entrees, and desserts if applicable.
- This should take somewhere between 45-60 minutes.
- It is not recommended to charge for this tasting
(especially if they book the weddng with you) but a small fee can be charged if
going above and beyond.
- Be sure to try and finalize booking details after the tasting and get the sale!
Being Flexible with Pricing/Timing/Offerings
Sometimes as much as a group wants your food for their event, they are stuck on something like per person pricing, needing something you usually don’t offer or needing it when the restaurant is closed. The more flexible you can be, the more likely you are to get their business.
- Talk with your General Manager on how to work with a group if the price is too high. Some ways are:
- Offer free delivery. This can be just enough to tip the
scales.
- Offering a small discount (10%) in exchange for leaving coupons and the venue
- Offer a bonus appetizer or dessert tray that’s complimentary
- Look for cheaper option on your menu that might work for them instead of what they initially chose.
- Remind them (if you don’t have gratuity) that no extra gratuity is expected.
- If it’s a non-profit organization, remind them to get you their 501C3 to be tax-free.
- Don’t just
automatically say you can’t do an order if it’s not within regular restaurant
hours. Speak with the GM and staff to see if the order would be worth it to go
in earlier or stay later than normal.
- Groups like factory workers, retail for the holidays, sports teams and more need lunch and dinner food at off-hours.
- If they want something
that’s off-menu (maybe cans of Coke with the order that you don’t normally sell
or mayonnaise packets you don’t have), offer what you do have, and if that’s
not acceptable, see if buying the item for this one-time use makes sense
financially.
- While not something to make a practice of, if it’s a $4000 order, it’s likely worth it to try and be accommodating.
After the Order is Booked
Hooray! You’ve landed a new catering client. Communication remains key.
- Verify the order and last minute details (such as exact location or instructions for delivery) 24-48 hours in advance. Things can change and this will help stop surprises on the day of.
- Double and triple
check everything needed is in the bags, at temp, and ready to travel securely
through a car ride and carrying.
- Bringing a small cart can help with larger orders
- If it’s a new client, it’s best to go yourself the first time to ensure all is well.
- Bringing with a handwritten thank you can speak volumes. No detail is too small!
- Thank them. This can be forgotten in the haste of setting up an order for hungry people.
After the Catering Order is Complete
- 24 hours after the
event, give them a call or send an email to ask how everything was and see if
there’s anything we could do to improve in the future.
- If there’s something that wasn’t right, be sure to call and see how we can make it up to them.
- If everything was fantastic, let them know we appreciate online reviews and ask if there is anything coming up you can help with.
- If you don’t hear from them again for 30-60 days, don’t be afraid to follow up!
- Keeping close track of orders and keeping notes will continue to help you have a base of clients to keep referring back to, but don’t forget to keep pursuing new opportunities as well!