Do you offer catering at your restaurant? How much time have you spent thinking about and strategizing when it comes to packaging the catering orders for your customers?

For restaurants familiar with or new to catering or food delivery, packaging presents a great opportunity to go beyond its traditional role of simply transporting food. When done correctly, packaging can be a powerful tool for brand awareness and operational efficiency.

In our recent webinar, Unwrapping Potential: Maximizing Your Packaging for Catering Deliveries, we gathered insights from industry experts Jim Rand (Panera Bread, PF Chang’s and re:package’s Danny Carberry (Panera Bread, Whole Foods), and Brad Scoma. During the session, they offered valuable strategies for catering businesses who are looking to optimize their packaging. 

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Packaging as a Brand Extension

Branding and marketing is an important strategic play if you are looking to increase your catering sales. No matter how you slice it, packaging in catering is an extension of your brand's identity, playing a crucial role in how customers perceive and interact with your offerings.

• Consider innovative materials: Selecting the right materials is key. Innovative options not only serve functional purposes but also align aesthetically with your brand, enhancing customer perception.
• Implement strategic design: Integrating packaging design into the product development process ensures that it resonates with your brand’s ethos, thus creating a memorable customer experience.
• Keep sustainable practices in mind: Sustainability in packaging goes beyond a trend—it's a brand statement. Opting for eco-friendly packaging solutions not only appeals to environmentally conscious consumers, but also positions your brand as socially responsible.

Functionality meets Sustainability

In the catering industry, the intersection of functionality and sustainability in packaging is becoming more important. This balance not only reflects a brand's commitment to environmental responsibility, but also addresses practical needs in food transportation and presentation.

Advanced manufacturing

Technological advancements in manufacturing have led to more effective packaging materials that improve food preservation and prevent spillage. For example, using materials with improved thermal properties can keep hot foods warmer and cold foods cooler for extended periods, ensuring quality upon delivery. Additionally, adopting new sealing techniques can significantly reduce the risk of spillage, maintaining the integrity of the food during delivery and transit.

Balancing costs and sustainability

Achieving a balance between cost-effective and sustainable packaging involves smart supply chain management and responsible material sourcing. Businesses can explore partnerships with local suppliers to reduce transportation costs and carbon footprint. Additionally, evaluating the lifecycle of packaging materials — from production to disposal — can help identify cost-effective solutions that are environmentally friendly, such as using recyclable or biodegradable materials.

Consumer Education

Informing consumers about your sustainable packaging choices can align your brand values with customer expectations, fostering a deeper brand connection. This could involve detailing the sustainability efforts on your packaging or through social media campaigns, helping customers understand the importance of these choices. Educating them on how to properly recycle or dispose of packaging can also encourage responsible consumer behavior, reinforcing the eco-friendly message of your brand.

Cost Considerations and ROI

The financial aspects of packaging in catering are multifaceted, and your team should consider all of them when building your strategy. Here are a few to keep in mind: 

• Cost impact: While quality packaging may have a higher initial cost, its impact on brand perception and customer experience can yield long-term benefits.
• Operational efficiencies: Efficient packaging can streamline operations, leading to reduced labor costs and minimized waste, thereby offsetting the initial investment.
• Long-term benefits: Investing in superior packaging can lead to increased customer loyalty and repeat business, contributing to sustained business growth and ROI

Emerging Trends in Packaging

Staying aware of the latest trends in packaging is crucial for catering businesses. As the industry evolves, two key trends stand out:

• Tamper-evident designs: The rise of food delivery services has increased the demand for tamper-evident packaging. This kind of packaging is designed to provide a clear indication if it has been opened or altered, ensuring the integrity and safety of the food inside. Innovations in this area, such as tear strips or unique seals, not only maintain food security but also serve as a visual guarantee to customers, reinforcing their confidence in your service. The adoption of these designs can be a significant differentiator in a market where consumer trust is paramount.
• Collaborative efforts: There's an emerging trend of collaboration between packaging designers and delivery services, focusing on maintaining food quality and safety from kitchen to customer. This collaboration aims to create packaging solutions that are not only efficient in preserving food but also in streamlining the delivery process. For instance, designs that are easier to transport and handle can significantly reduce the risk of accidents or spillage during delivery. 

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