Erle Dardick Erle Dardick is a 15-year catering veteran, business turn-around expert and author, and is best known for helping multi-unit restaurant executives create successful catering revenue channels. Erle founded MonkeyMedia Software to provide catering solutions to multi-unit restaurant operators. He also is the author of Get Catering and Grow Sales! One Monkeys Perspective: Catering Defined for the Multi-Unit Restaurant Executive. www
If you simply put up a catering menu using your new fancy online and mobile ordering solution, and you direct your provider to inject those orders into your existing POS infrastructure, you are doomed to fail.
Only through a commitment to education will we have the ability to help others meet a proper standard that can help catering and restaurant leaders adapt to the market changes.
Write down where you want to be in one year, three years or five years as a way to better understand where you are headed and how you are going to get there.
Refer to the failures of your company's ancestors because there is a lot to learn there.
People, products, markets, customers and processes are dynamic and must change in order to adapt and grow.
Lean on your supply chain partners to innovate for you; they have resources and answers.
Having a plan is crucial to the success of catering within your organization, and it includes timelines, teams, locations, the menu and marketing.
Research has shown that people who place mobile and online orders have an average ticket 30 percent higher than in-store customers.
Provide your customers with the option to select which program they prefer.
Every successful brand in the multiunit restaurant community began with an entrepreneur who had vision and passion.
The telephone remains an important tool for your brand and you should not be afraid to use it.
By simply pursuing traditional restaurant sales channels, we are not getting our consumers to spend more money with our community.
To sell more restaurant catering, you have to solve your customers' problems; the experience needs to be seamless.
If employees at the restaurant level are not trained around your designed catering culture, that culture will cease to exist and your catering program will fail.
Today's POS systems have not been built with the right business logic needed for the catering market.
You must adopt a 'manufacturing mentality' for your restaurant catering operation.
The most valuable marketing tool available to you as a restaurant operator is your people; train them.
If you pass on offering a hot beverage lineup, then consider eliminating a morning catering program altogether.
To increase sales, catering will need to have share of mind internally as well as proper budgetary support from every department within your organization.
Incremental fixed costs from adding a catering channel will be offset by the long-term profits made.