By Wendy Ewers
When I first began working on off-premise dining programs, “place” was a straightforward concept: a restaurant’s four walls and maybe a drive-thru lane. Fast forward to today, and “place” is a sprawling ecosystem of digital platforms, delivery partners, catering access points, pickup zones and guest touchpoints far outside the restaurant.
In part four of my five-part framework on driving off-premise growth, I focus on “Place” because it has become the linchpin of catering success.
I’ve had the privilege of shaping off-premise and catering strategies for national brands such as Potbelly, On The Border, Brinker International and Pei Wei. Over the years I’ve learned that strong “place” execution is about much more than convenience. It is about reducing friction, meeting guests where they are and making every interaction from browsing a menu online to picking up an order effortless and brand-building.
Defining “Place” in 2025
For off-premise and catering, “place” is not just a physical location. It is every channel through which guests discover, order and receive your food:
- Your website and mobile ordering flow
- Third-party marketplaces such as EasyCater or DoorDash
- Phone lines or dedicated catering numbers
- Pickup zones and signage in your restaurants
- Packaging, print materials and even the way your food travels
Thinking about “place” holistically helps brands ensure consistency and ease of access whether the guest is an office manager placing a 50-person lunch or a first-time digital visitor exploring your catering menu.
Own Your Digital Channels:
Your digital presence is often the first and sometimes only “place” a catering guest experience. Make it count.
- Optimize for speed and mobile. Walk through your own ordering process as if you were a guest. How many clicks does it take? Where are the friction points? Even small refinements, like reducing five choice groups to three, can improve conversion and reduce cart abandonment.
- Separate the catering menu. Make it easy to find and navigate, with clear pricing and bundle options.
- Use visuals and clear flows. Great photography sells food online just as it does in person.
- Review data quarterly (or more). Track where guests drop off in the ordering funnel and iterate accordingly.
- Integrate loyalty and upsells. Encourage guests to add sides, desserts or beverages and to join your loyalty program for future orders.
Pro Tip: Test your own digital ordering like a mystery shopper. Putting yourself in the guest’s shoes reveals issues that dashboards alone cannot.
Leverage (But Don’t Depend on) Third-Party Marketplaces:
Third-party platforms are powerful billboards for catering but come with costs EZCater and Cater Nation remain leaders in large-order delivery, while DoorDash, Uber Eats, Grubhub and regional players like Favor capture individual and small-group occasions.
To make the most of these channels:
- Balance exposure and margin. Understand the commission versus incremental sales equation.
- Maintain brand standards. Invest in strong menu photography, consistent copy and packaging that reflects your brand. Remember, the first impression at an event is often your box or bag, not your food.
- Use the data. Read reviews, track on-time rates, accuracy and intent to return. Most platforms offer dashboards that can help you refine operations.
- Convert guests to direct channels. Include bag stuffers, loyalty offers or personalized follow-ups to encourage repeat orders on your own site. Even limited guest information like a company name can become a lead for your catering sales team.
Third-party marketplaces should be a launchpad, not a destination. Use them to reach new audiences and then nurture those relationships directly.
Offer Multiple Access Points
Catering guests want options. Some still call; others prefer to click. Evaluate:
- Phone orders versus web/app orders. Does your brand need its own app, or will a mobile-friendly web app suffice? Heavy-use brands may justify a dedicated app; for others, seamless mobile web is enough.
- Dedicated catering lines. A memorable 1-800 number or local vanity line (“[Brand] Catering” or “Food-to-Go”) can reduce friction for admins and planners.
- Clear lead times and service options. Make sure your menus (print and digital) spell out how much each item feeds, what is included and deadlines for ordering.
- Bundles for intuitive ordering. Packages for 10–12 guests, scalable in increments, help planners build orders quickly.
The easier you make it for an office admin or event planner, the more likely they will order again and recommend you.
Design a Pickup and On-Site Experience That Works
Many brands spend heavily on digital UX but neglect the physical experience of picking up a catering order. This is a mistake. First impressions at the handoff are as critical as the food itself.
- Dedicated zones. Make sure pickup shelves or counters are clearly visible when guests or drivers enter. Avoid forcing them to weave through dine-in lines.
- Parking and driver access. Reserve spots for third-party drivers and catering pickups. Speed and clarity reduce congestion and mistakes.
- Signage and staff training. A smooth handoff requires trained employees and clear signage. Check orders three times: during packing, shelving/hand-off, and loading to minimize errors.
- Seamless handoff as marketing. One admin’s order for 30 people introduces your brand to 30 potential future guests. Execute flawlessly, and you have turned an order into a marketing event.
Pro Tip: Conduct a “guest walk” with your general manager. Enter your restaurant like a catering guest would. Is the process intuitive? Are you greeted promptly? Where are the pain points?
Key Takeaways for Your “Place” Strategy
- “Place” is no longer just your restaurant. It is every touchpoint, digital, physical, and experiential, where guests encounter your brand.
- Own your digital presence. Reduce clicks, separate catering menus, and integrate loyalty.
- Use third-party platforms strategically. They are great for discovery, but should funnel guests back to your channels.
- Provide multiple access points with clear information and easy bundles.
- Design your pickup and on-site experiences with as much care as your menu. First impressions matter.
Above all, simplicity wins. You can always iterate later, but frictionless ordering and pickup build trust, frequency, and word of mouth, the lifeblood of a catering business.
Closing Thoughts:
In catering, you often get one chance to make a first impression. By broadening your definition of “place” and obsessing over every guest touchpoint from clicks to curbside you turn convenience into competitive advantage.
That is how you transform off-premise from a transactional channel into a true growth engine.
Connect with me on CaterLinked or LinkedIn to share how your brand is evolving its “place” strategy. I would love to continue the conversation. I also provide complimentary discovery sessions.
