Revenue Boost for Restaurants: Leveraging Workplace Catering for a Stable Income Source
In the ever-evolving world of dining, businesses are increasingly turning to catering to meet their employees' needs. According to Cindy Klein Roche, the chief growth officer for ezCater, B2B catering is on the rise, and restaurants can optimize their online presence and menu to capitalize on this growing market.
Food now serves as a tool to boost employee productivity and collaboration in the workplace, and this trend is reflected in the choices made by those placing catering orders. About 59% of those who place workplace orders are influenced by the menu, with budget-friendliness being the second most influential factor, cited by 37% of those surveyed.
To capture a larger share of the growing workplace catering market, restaurants should design their menus with appealing, varied, and cost-effective options tailored to group settings. Breakfast and afternoon treats are increasingly popular catering opportunities, signaling that restaurants should diversify offerings beyond traditional lunch or dinner menus.
Optimizing how catering options are displayed online is essential for attracting workplace customers. Clear descriptions, pricing transparency, and easy ordering processes are key to converting potential customers into regular diners, both at work and outside the office.
Cindy Klein Roche offers additional insights into how restaurants can boost their revenue stream through workplace catering. She suggests that restaurants should focus on creating menus that encourage sharing and convenience, as food now serves as more than just sustenance in the workplace.
For those interested in staying updated on the latest trends in the restaurant industry, the Menu Talk podcast, produced by individuals who make Restaurant Business journalism possible, is a valuable resource. Hosted by Pat Cobe, the senior menu editor of Restaurant Business, the podcast provides in-depth coverage of chefs, trends, and menu innovation.
By subscribing to the Menu Talk podcast on Apple Podcasts or Spotify, listeners can gain valuable insights into the restaurant industry and learn how to adapt their businesses to meet the evolving needs of their customers. For those looking to unlock even more benefits, becoming a Restaurant Business member offers unlimited access to all of their content.
[1] ezCater, Cindy Klein Roche, and Restaurant Business interview. (2021). [2] Menu Talk podcast episode. (2021).
- To capitalize on the growing B2B catering market, restaurants should focus on menu innovation, offering appealing, varied, and cost-effective options for group settings, such as breakfast and afternoon treats, to attract workplace customers.
- To optimize revenue from workplace catering, restaurants should create menus that encourage sharing and convenience, showcase their offerings online with clear descriptions, pricing transparency, and easy ordering processes, and stay updated on the latest trends in the industry through the Menu Talk podcast produced by Restaurant Business.
