By Wendy Ewers
Whether you’re scaling your off-premises business or fine-tuning the fundamentals, one truth always holds: people are the power source behind every successful catering operation. They’re not just part of the process; they are the process. The way your teams are structured, trained, empowered, and celebrated can determine whether your catering strategy thrives or flatlines.
Let’s talk about how to build a catering culture that puts people first, and drives results.
Start With Structure
Catering isn’t just another job function; it’s a business inside your business. To grow it, you need clearly defined roles and responsibilities. That starts with understanding the volume and service models across your locations. Some restaurants can cross-train team members, while others require dedicated catering specialists, delivery drivers, or packers.
Flexibility is key. In low-volume stores, leverage existing team members with proper SOPs and cross-training. In high-volume markets, invest in people who can own execution. For multi-unit operators, map out a structure that scales.
And don’t forget to define who owns what across departments. Off-premises needs support from marketing, operations, tech, and field teams. Success happens when those roles are clear and collaborative.
Invest in Training
Great catering experiences don’t happen by accident. They’re the result of thoughtful, consistent training, and a culture that values hospitality outside the four walls. Your teams need to know the what, the how, and the why.
Teach them the standards. Empower them to solve problems. Show them how their work impacts guest satisfaction and business growth. And whenever possible, use role-playing, real-world practice, and recognition to reinforce the message.
Training is an investment, not a checkbox. Do it well, and it pays off in repeat orders, higher morale, and stronger brand reputation.
Empower With Purpose
Catering takes a village. When your people feel proud of what they’re doing, your guests feel it. Whether it’s the cook packing a tray, the driver setting up on-site, or the cashier taking a call, every touchpoint matters. Every moment shapes the brand experience.
Create a culture that celebrates catering wins. Include it in internal communications. Share testimonials. Recognize rockstars. Remind everyone that catering is a growth engine, not a distraction.
Empowerment also means giving teams room to recover when things go wrong. Don’t leave delivery drivers or store staff hanging when issues pop up. Teach them to own the guest experience, even when third parties are involved.
Align Around the Guest
Your catering partners, delivery companies, software vendors, and third-party providers are extensions of your brand. Guests don’t distinguish between your team and your vendors. They only know the experience they receive.
Set expectations. Share brand standards. Hold regular check-ins. Build long-term partnerships that prioritize mutual success. And when mistakes happen (because they will), own the recovery as a brand.
When everyone is aligned around the guest (internal teams, field leaders, and vendor partners), you build trust, consistency, and sustainable growth.
Build the Culture You Want
Catering won’t grow in a silo. It needs to be embedded into your company culture. That means making space for it in weekly meetings, monthly newsletters, and performance goals. It means talking about it at all levels of the organization. And it means giving operators and front-line teams the tools, training, and encouragement they need to succeed.
When catering is visible, supported, and celebrated, it grows.
About the Author
Wendy Ewers is a strategic advisor, fractional leader, and coach at CaterLinked with over 20 years of experience guiding off-premises operations for top restaurant brands. She has led catering and off-premise strategy at On the Border, Potbelly, Fogo de Chão, and more. Wendy specializes in designing scalable models, driving operational efficiency, and building empowered teams that deliver exceptional guest experiences. Connect with Wendy on CaterLinked or reach her directly at [email protected].
