Event Catering for Fast Casual Brands

I have been working with a local small restaurant company and we have been actively talking about what we want to do with our event catering.

This is a conversation because the business is growing and we are struggling to manage the sales cycle.

There is an interesting and fun dynamic that many restaurants can have when their menu is appropriate for not only corporate catering but also for social/business events. 

The intersection between drop off, food for work or B2B catering versus that of social catering, event catering, and on site live events can be very close, and it can also be confusing for guests.

In many ways these are very separate, and in many ways they are very clearly the same. 

 As a long time corporate catering program professional, focused on drop off business, event catering can be a bit scary to dive into.

The great news is that event catering can open up a whole world of possibilities and new business opportunities without actually making any major changes to your program.

The key to capturing this market is to repackage what you have and communicate to your customers and clients that you do event catering. 

The best way to do that is to separate your corporate or drop off catering from your event catering.  

Why Create A Separate Business?

1. You Can Clearly Communicate Your Event Offerings, Menu & Services
2. You Signal Expertise by Separating and Differentiating
3. You Can Design the Experience with The Customer’s Needs in Mind

The best way to do this is to set it up as two completely different landing pages, with different menus and pricing. 

If you have read some of my prior blogs, you know that I believe that there are clear buyer types, and they all have different needs.  Event catering customers tend to fall into the buyer category of Informational, in other words, they ask a lot of questions, and generally require more engagement.  

The good news is that many also fall into the buyer category of Relational and Bottom Line, so creating an event landing page that provides this flexibility is important.

Here is what we are focused on as we create our event catering landing page.

• Language and tag lines focused on the types of events we cater
• Photography that highlights some of our prior events
• A separate menu PDF
• Online ordering link for just the event menu
• A contact form for those that want help
• A phone number for direct engagement 

Finally, here are some amazing advantages of setting up a separate landing page.

1. Focused Content:: A dedicated landing page allows you to tailor the content specifically for event catering.
2. Improved SEO Performance: You can optimize the landing page for specific keywords related to event catering. A separate landing page increases your visibility in search engines, driving more organic traffic from people specifically looking for catering or holiday menu options.
3. Enhanced User Experience: A landing page allows you to have a prominent CTA, such as “Order Now,” “View Menu,” or “Book Your Event,” making it easy for visitors to take immediate action.
4. Increased Conversion Rates: You can highlight special deals, discounts, or package options specific to the event, which can entice visitors to make a purchase or booking. Include testimonials or reviews from past catering clients can build trust and increase the likelihood of conversions.
5. Tracking and Analytics: A separate landing page allows you to track metrics such as traffic, bounce rates, and conversions. This data provides insights into the effectiveness of your page and helps you make informed marketing decisions.
6. Effective Paid Advertising Campaigns: For Google Ads or social media campaigns, directing traffic to a dedicated landing page improves the relevance and quality score of your ads, leading to better ad performance and lower costs.
7. Enhanced Brand Credibility and Professionalism: A well-designed landing page demonstrates that your restaurant is experienced and capable of handling catering or holiday events, making it more appealing to potential clients.
8. Direct Communication and Lead Generation: Including contact forms on the landing page allows potential clients to inquire about catering services, request quotes, or make reservations directly.

By creating a separate landing page for your catering events, you can significantly enhance your marketing efforts, improve user experience, and boost conversions. It’s a highly effective strategy to drive more traffic, generate leads, and increase sales for your restaurant.