By Kelly Grogan, Founder of CRUMBS
In a world where digital marketing dominates, it’s easy to forget the power of something you can actually hold in your hand. For restaurants, especially those with catering programs, printed materials are often the most effective and most overlooked way to stay top of mind with customers.
In this episode of Restaurant Catering Crumbs, we explore how to use tangible marketing tools to drive real catering sales. Whether you’re a national brand or an independent operator, your printed materials can quietly and consistently do the heavy lifting in your marketing strategy.
Why Printed Materials Still Matter
Printed materials build trust. They signal credibility, permanence, and care. A catering menu, postcard, or table tent doesn’t disappear with a swipe. It lingers, reminding guests that your restaurant does more than just dine-in and delivery.
The best operators treat their printed materials like salespeople who work 24/7. They help you start conversations, build relationships, and reinforce your brand. And when paired with digital tools like QR codes or email follow-ups, they can connect the dots between awareness and conversion seamlessly.
The Must-Have Tools
Every successful catering operation should have a small but powerful toolkit of marketing assets. Here are a few essentials that drive results:
- Catering Menu (Digital and Printed): Keep a PDF version online and a short, printer-friendly one in-store. Use clear descriptions and strong photography to showcase your offerings.
- Bag Stuffers: Every to-go order is an opportunity. A simple card that says “We Cater!” can spark new business.
- Business Cards: Hand them out after events, deliveries, or meetings. Include a direct line or QR code to your catering page.
- Thank-You Notes: A personalized card after a large order builds loyalty and encourages repeat business.
These materials not only attract new customers but also strengthen relationships with existing ones.
Building Awareness Inside Your Four Walls
Your restaurant is your best billboard. Every guest who dines in is a potential catering client, and every inch of your space is an opportunity to remind them.
Think about the “10 touchpoints” rule: guests should encounter your catering message multiple times during their visit, at the host stand, menu board, table topper, restroom mirror, or even on the receipt. Subtle repetition builds recognition.
If you have digital screens, add a rotating slide for catering. Use shelf talkers or small displays by the register. The goal is not to overwhelm but to create gentle, consistent reminders that say: We cater. We make it easy.
Relationship Builders That Work
Beyond in-store signage, some of the most effective catering marketing happens outside your four walls. Kelly highlights a few standout ideas:
- VIP Sample Drops: Deliver a mini catering spread to a nearby office with a handwritten note. It’s one of the fastest ways to earn new accounts.
- Seasonal Flyers: Create quarterly one-sheets promoting timely menu items such as holiday platters or back-to-school specials.
- Stickers and Inserts: Add custom labels or cards inside catering boxes with a short thank-you and your catering hotline.
- Meeting Survival Kits: Drop off branded coffee and snacks for office teams before big meetings. It’s a thoughtful, memorable touch.
These small gestures cost little but make a big impact, especially when they come with a personal connection.
Don’t Forget to Track
Printed materials can still be measurable. QR codes are your friend because they let you track engagement, scan traffic, and even offer discounts or order forms. When combined with online tools and social media, they bridge the gap between physical and digital marketing.
You can also track awareness efforts with a simple spreadsheet: where you dropped materials, who you spoke to, and when to follow up. Consistency beats creativity every time.
The Bottom Line
Catering marketing isn’t about flashy campaigns. It’s about staying visible, staying consistent, and showing up where your customers already are. Your printed materials are extensions of your brand: simple, sincere, and effective when used right.
If you’re ready to take your catering marketing to the next level, join the conversation at CaterLinked.com. It’s free for catering professionals and designed to help you connect, learn, and grow alongside others in the industry. Inside CaterLinked, you’ll find webinars, templates, and real-world strategies from experts who are shaping the future of restaurant catering.
About the Author
Kelly Grogan is the Founder of CRUMBS and host of Restaurant Catering Crumbs on CaterLinked. A highly successful executive in the hospitality industry, Kelly has extensive experience driving revenue growth across B2B and B2C channels. She has led teams to record sales through innovative strategies, hands-on leadership, and a deep understanding of consumer behavior. Known for her collaborative approach and passion for helping others succeed, Kelly continues to inspire restaurant operators to think creatively, act strategically, and build catering programs that thrive.
