From Challenge to Opportunity: A Restaurant Operator's Guide to Last-Minute Catering

Each day, hundreds of consumers and businesses scramble to search Google for “last-minute catering near me.” Why? They’re looking for good places to cater from, and fast.

This demand for fast catering to feed guests at corporate lunches, events, and more presents an opportunity for restaurant owners and operators to increase sales volume and serve customers right when they need it.

Though setting up a great short notice catering program can be tough, we've made a guide to help restaurants create their best last minute catering catering program.

To build this comprehensive guide and offer you the most actionable insights, the Nash team spoke with industry veteran and catering expert Erle Dardick, founder of Off Premises Growth Academy and former CEO of MonkeyMedia Software and The Catering Institute (acquired by ezCater in 2019).

So, what does it take to run a great last-minute food catering program? 

Recognize the Opportunity

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The first step to successfully catering last-minute orders is recognizing them as an opportunity and potential growth driver rather than a logistical nightmare. This shift in mindset, backed by proper  planning and expertise, can position your restaurant as the best solution for those in need of last-minute catering.

Remember, other restaurant operators will always say "yes" to a last-minute lunch catering ask in your town. Why shouldn't it be you? By meeting this demand, you not only capture that immediate sale but also set the stage for future growth. Every single order, if executed right, can be a stepping stone to the expansion of your restaurant operation. 

Catering orders are high value and often larger than a typical restaurant transaction. Moreover, they come with the potential to grow into repeat business opportunities. If a customer knows they can rely on your restaurant for a high-quality, last-minute delivered catering service, they're likely to think of you the next time they need to feed a group. They might even recommend you to others, leading to even more business.

Beyond the direct customer, catering presents community building opportunities. They place your name in front of a group of potential new customers every time you fulfill an order. Whether it's a last minute meeting at the office, a social gathering, or a community event, your last-minute catering can introduce your delicious food to people who may not have tried it before.

With proper preparation and the right mindset, your restaurant can become the go-to place for last-minute catering options in your town. It's about embracing the opportunity and leveraging it to drive your restaurant's growth and community presence.

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Adapt Your Menu

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A successful last-minute catering operation requires a versatile and adaptable menu. By utilizing your existing ingredients, you can repurpose them into innovative, quickly-prepared catering options. This not only caters to diverse needs, but also positions your restaurant as a unique catering choice.

One of Erle’s key catering rules is publishing a last-minute menu—a menu used to gate customer requests by offering a program that you can easily execute last minute. It can be a subset of your current menus.

For instance, you can prepare pasta salad a few days in advance. That way, when a last-minute order comes, you can quickly assemble and pack it into catering pans, preventing disruption during peak hours. 

How can you get creative with the ingredients that you already stock for your regular menu? Easy ideas are to serve pastries with your famous coffees. Another one, if you’re a sandwich shop, is to make melon and prosciutto skewers with your usual  ingredients to add an hors d'oeuvre to your lunch catering menu or your early evening catering menu.

To implement this effectively, training your team and educating customers about what they can expect is crucial. This isn't just about food—it's about building a relationship that evolves into regular business. Even in the face of last-minute requests (and even in the busiest times such as holidays), a plan and well-trained team ensures that your restaurant can deliver quality food on time, every time.

A strategic last-minute menu can transform your restaurant into the preferred choice for last-minute catering, meeting customer demands in this convenience-based culture. 

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Train Your Team and Educate Your Customers

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To successfully implement your last-minute menu, you must train your team and educate your customers on what to expect.

This is important because catering to-go isn't just about one-time orders. It could be a relationship that evolves into regular business. The aim is not necessarily to provide the top culinary experience, but to offer reliability and trust that you can deliver quality food accurately and on time.

Customers often go to who they trust when they need fast catering. They're not just looking for food - they're looking for a service that won't let them down. Your last-minute policy, menu, and the way you handle these requests can go a long way in building that trust.

A well-executed last-minute menu will not only help you cater to sudden demands but also reduce the stress of your operations team. By keeping your offerings simple and manageable, you can successfully cater to these high-value transactions without over-complicating the process.

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Market Your Unique Selling Proposition

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Perhaps your restaurant's unique selling proposition (USP) is its ability to manage last-minute catering orders effectively. You need to promote this USP strategically and passionately to your potential customers. 

As Erle puts it, in this last-minute delivery world, being the one to say “yes”  when everyone else is saying “no” can give your restaurant an edge. If your catering program is efficient, be loud and proud about your ability to handle last-minute orders. Advertise this capability in your local radius, place signage in your restaurant, and post about it on your digital platforms. Make it clear that your restaurant thrives on last-minute orders.

In marketing your service, clarity is crucial. Specify exactly how “last-minute” you can be. Can you cater to an order within an hour? If so, advertise that. Customers should have no doubts about your restaurant's capabilities and delivery times.

Being proactive about marketing your restaurant's ability to take on last-minute orders can boost your visibility among customers who value such services. By confidently advertising your USP and demonstrating your commitment to fulfilling these orders efficiently, you position your restaurant as a reliable option in the catering world.

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Leveraging Efficient Delivery and Online Marketplaces

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In the rapidly evolving last-minute catering landscape, efficient delivery plays a crucial role, especially when it comes to last-minute orders. 

That's where services like Nash, a catering delivery solution, come in handy. Partnering with a platform like Nash not only streamlines your delivery process but also ensures your high-quality meals reach your customers promptly, maintaining the freshness and quality of the food. The days of relying on a single, on-site delivery driver are over. You likely need several options to get your last-minute catering orders out the door. 

For example, Bi-Rite Family of Businesses leveraged Nash's delivery platform to adapt to the evolving needs of their customers, growing their reach and visibility across San Francisco. This partnership streamlines Bi-Rite's delivery management, enabling them to uphold their commitment to quality and community, expand their catering reach, and maintain a 99.9% delivery success rate.

With the ability to hand-pick fleets for your specific needs, Nash ensures that drivers assigned to your to-go orders have received specific training for catering orders, focusing on aspects like safe food handling and customer service. This not only promotes customer confidence but also creates a clear contrast , putting your restaurant a step ahead in the competitive landscape. 

In addition to delivery efficiency, expanding your restaurant's visibility is equally crucial. Catering marketplaces like ezCater and Sharebite function as aggregators for catering services, drawing in a vast pool of customers looking for various food options and serving last minute lunch requests.

By showcasing your restaurant on these platforms, you amplify your reach. More importantly, you can highlight your restaurant's USP of managing last-minute orders. This gives potential customers a clear picture of your capabilities and can lead to increased order volumes.

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The Power of Adaptability

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Consider the real-life example of Erle’s deli, which expanded its customer base by introducing a unique service beyond lunch– a hot pasta program during the evenings. Using ingredients already available for their pasta salads, they created a new offering that allowed customers to pick their own pasta, sauce, and add-ons, giving them new sales volume and a carry-out catering dinner business. By adapting to customer's needs, Dardick’s restaurant was able to serve both its regular customers and last-minute catering requests.

With the right strategies in place, your restaurant can tap into the last-minute catering market and significantly boost your bottom line. While it may be a challenging endeavor, with the tips provided by experts like Erle and the use of platforms like Nash, ezCater, and Sharebite, you can ensure your restaurant remains a favorite choice for both regular diners and last-minute catering seekers.

As you embark on this catering journey, remember: every challenge is an opportunity in disguise. You can do it! 

For more information on how to maximize your restaurant's delivery potential with Nash, visit our how it works page. 

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