[VIDEO] Building a World Class Catering Team for Explosive Growth: Nash Webinar Recap

In a recent Nash webinar, Building a World Class Catering Team for Explosive Growth, industry veterans Jim Rand of Nash, Byron Duncan, CEO of New Catering Connections, and Tracy Avolio, CSO of Catering Connections, shared their insights for modern catering success. This insightful session offered a wealth of advice for businesses ready to expand their catering services with a world-class team. 

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Want to watch the session on-demand? Access it here.

The catering industry resurgence

A central theme of the webinar was the significant rebound of the catering industry. Panelists noted that businesses are not only rebounding to pre-pandemic levels, but are increasingly making catering a regular feature of their operations and growing revenue month over month. 

This growth signals a shift in catering, and a demand for it. So, if you’re looking to build a catering team, where do you start?

Cultivating a relationship-driven sales team

The panelists agreed on the crucial role that personal relationships play in cultivating long-term business growth. They highlighted that the essence of a successful catering business extends far beyond the number of transactions. Instead, it is the strength and depth of personal connections that truly form the foundation of a thriving catering sales organization.

• Relationships trump transactions
• Personal connections are the bedrock of a thriving catering sales organization

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Talent acquisition strategies

When building a sales team, the panelists provided a multi-faceted approach to talent acquisition:

• Role clarity: Define whether the role is primarily sales-oriented or involves managerial tasks.
• Confidence over credentials: Prioritize candidates who can instill trust over those with extensive experience.
• Harness internal resources: Look within your organization for potential candidates who already embody your brand values.
• Leverage networks: Utilize platforms like LinkedIn and personal connections to find candidates with endorsed skills and a proven track record.

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Deciding between in-house and outsourced teams

When considering whether to build or buy, think of the two team options you can employ when setting up your foundation. 

• In-house teams
• External teams (such as Catering Connections)

Choosing between an in-house team or an external partner like New Catering Connections hinges on the company's needs and resources. In-house teams necessitate dedicated leadership and training, ideal for businesses wanting direct control over catering services. External partnerships offer a cost-effective and flexible solution for those with limited resources, allowing brands to scale their catering efforts efficiently. 

The best choice balances capability with cost, aligning with your restaurant’s strategic vision for growth.

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The core of catering: sales, production, and delivery

A successful catering program is rooted in three fundamental areas: sales, production, and delivery, abbreviated as SPD. Sales drive the business, production ensures that orders are fulfilled accurately and efficiently, and delivery gets the product to the customer. 

While marketing is also essential, the SPD focuses on the operational execution that directly impacts customer satisfaction. For a catering program to thrive, these elements must be managed effectively, ensuring that each complements the other to deliver a seamless experience.

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Don’t forget delivery

Building a well-oiled catering team is just one part of your catering business. Without a strong delivery foundation, catering businesses can’t thrive. 

At Nash, we specialize in catering delivery solutions that are designed to streamline operations, enhance customer experience, and boost revenue. From delivery logistics to cutting-edge technology, we provide the tools and support you need to make your catering service a standout success.

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Setting realistic goals for catering sales growth

For independent business owners or those new to catering sales, setting realistic goals is essential. If you're hiring a dedicated salesperson, you can expect to see some initial results within four to six weeks as they capture low-hanging fruit, such as seasonal orders. 

However, establishing a consistent sales baseline is a longer process, typically taking six to nine months. This gradual development aligns with the general expectation that catering sales should eventually account for at least 10 percent of a single restaurant's total sales by the second or third year. 

The journey to achieving this starts with modest targets in the first year and building upon them. It's not just about the end goal, but about understanding how many orders per week this translates to and devising strategies to meet these micro-goals.

The webinar concluded with a message of encouragement and determination. "If you build it, they will come," Rand stated, referring to the well-known cinematic quote.

With patience, strategic planning, and dedication, businesses can indeed create a catering program that stands the test of time and brings forth a bounty of opportunities.

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Other resources you might like

Interested in further elevating your catering business? Dive into Nash's Catering Blog Series for more expert advice:

• Holiday Corporate Catering: A Strategic Guide to Mastering the Busy Season
• How to Build a Top Performing Catering Sales team
• Expert Strategies for Growing Catering Sales & Attracting New Clients in 2023