By Erin Childs, Host of “Uncensored and in Charge”
August is here, and while things may seem quiet, this is the moment that separates the scrambling caterers from the strategic ones. The decisions you make now — about your menus, your systems, your people — will define the success of your fall and holiday season. Whether you’re running a single kitchen or managing multiple units, this time is golden for resetting, reviewing, and charging into the fourth quarter with purpose.
Here’s how to lead your team into a smooth, successful fall season with confidence, clarity, and a whole lot less chaos.
Lock in the Menu and Sell It with Confidence
Your fall menu isn’t just a collection of dishes. It’s your most powerful sales tool. Right now, your team should be finalizing recipes, tasting everything, and learning how to describe each item in a way that paints a picture for your guests.
Salespeople don’t need to be chefs, but they should know how your butternut squash salad tastes, what’s in your rosemary chicken, and why your handheld apple pies are perfect for a client’s autumn event. When your team can speak with confidence and enthusiasm, they sell with ease.
Plant-forward dishes, elevated comfort food, and mini desserts are trending. Also, don’t underestimate the rise of zero-proof cocktails and mocktail stations. They’re gaining traction across corporate and social events. Test your recipes, finalize your offerings, and make sure everyone knows the story behind the menu.
Streamline with Catering Packages
Efficiency builds trust, and speed closes sales. When a client calls, whether it’s their first time or they’re replicating last year’s holiday lunch, having ready-made packages helps you quote quickly and consistently.
Design a few plug-and-play options for 10, 20, or 30-person events. Make sure each one includes at least one vegetarian or vegan option, and consider offering a “last-minute” package that your team can execute without stress. It may just win you the business when a prospect is price shopping.
Prep Your People While It’s Quiet
This is prime time for training. Staff members are on vacation, and the daily pace may feel light. Use it. Cross-train your team, refresh everyone on allergen protocols, and hold brief role-playing sessions to practice tough client conversations.
Put your staff in simulated scenarios like late orders, missing items, or upset clients, and let them learn in a safe environment. It builds professionalism, confidence, and poise under pressure. And that preparation is priceless when the real heat hits.
Now’s also the time to onboard seasonal help early. Even just a few hours a week in August can pay dividends in November when the rush is on.
Audit Your Systems
No matter how long you’ve been in business, August is a great time to check your order intake forms and confirm you’re asking the right questions. Are your minimums listed? Do customers know what to expect on delivery day? Is there a clear point of contact for each event and a backup if that person isn’t reachable?
Take time to walk through your own system from the customer’s point of view. Better to catch small gaps now than during your busiest week of the year.
Get Ahead with the Calendar and Customer Outreach
Pull your reports. Who placed fall and holiday orders last year? Start reaching out. Your sales team should be contacting clients from September through December of last year with thoughtful check-ins.
“Hey, last October we catered your big staff appreciation lunch. Are you planning anything similar this year? We’d love to work with you again.”
Even if the same person isn’t in the role, a new contact is a new opportunity to show value and build trust. Proactive outreach now sets your fall up for success later.
Clean Up and Stock Up
Check your shelves, serving pieces, containers, and linens. Replace chipped signage. Restock utensils. Organize everything so your team isn’t digging for tongs five minutes before a delivery.
If you’re in fast casual or drop-off catering, refresh your packaging station and make sure your sustainability claims match the reality. Compostable and recyclable materials matter to many of your clients. Show that you’re walking the talk.
Lead Weekly Planning Meetings
If you’re not already holding weekly planning meetings, start now. These don’t need to be long—15 to 20 minutes is plenty—but they should be focused and consistent. Review upcoming events, confirm roles and responsibilities, and use the time to debrief recent wins and misses.
Leadership sets the tone. If you’re calm, organized, and clear, your team will reflect that energy. Celebrate the wins, even the small ones. Recognition keeps morale high during the busiest stretch of the year.
Build Marketing Momentum
Start scheduling your fall content calendar. Highlight key dishes on social media. Send out an email blast with your seasonal offerings. Offer early bird incentives like waived delivery fees or bonus platters for clients who book before a certain date.
If you work with local partners like linen companies or packaging suppliers, this is also a great time for cross-promotional posts. Showcase your sustainability, celebrate your local relationships, and build visibility together.
Final Thoughts
This quiet moment in August won’t last long. But if you use it well, it can set you up for a fall season that’s not just busy, but profitable, smooth, and even enjoyable.
Ask yourself:
- Are we organized?
- Are we communicating clearly, internally and with our clients?
- Are we prepared to deliver an experience worth repeating?
Come and join my next show on September 9th on CaterLinked.com, and until then, lead boldly.
Erin Childs is the host of “Uncensored and in Charge” on CaterLinked and a seasoned catering and hospitality executive. Each month, she brings real-world strategies to help operators lead with confidence.
