With years of experience in the catering equipment business, I’ve had the unique opportunity to take in the ever-changing priorities of customers in the catering industry. Over time, I’ve noticed a shift in what clients look for when choosing a catering service—hint: it’s not just about the food anymore.
So, what is it that truly makes an impression and keeps clients coming back for more?
In this post, I’ll be sharing valuable insights into:
Whether you work in catering or event planning or are simply interested in understanding what makes a catering business thrive, these takeaways will offer actionable tips for enhancing your client experience and staying one step ahead of the competition.
In my experience, ingredient quality and freshness are crucial in catering. I vividly recall a corporate event where the client explicitly requested farm-fresh ingredients. When the guests tasted the food, it was the moment of truth, as their faces lit up with pure delight. This reaction reinforced my belief that catering is not just about the taste of the food; it's equally important to create a memorable experience.
I've observed a significant shift in customer awareness over the years. Today's clients are increasingly health-conscious and discerning about their food choices. They want transparency about the origin of ingredients as well as the processing and preparation methods. This trend has led to a surge in demand for organic, locally sourced produce and menus adapted to various dietary restrictions.
A recent industry survey showed that 72% of catering clients now prioritise the use of fresh, locally sourced ingredients. This statistic underscores the importance of quality and freshness in modern catering services.
From my experience, I've learned that punctuality in catering goes beyond merely showing up on time. It's about demonstrating respect for the client's schedule while ensuring every service aspect aligns with their event timeline.
One particular experience stands out in my mind. We were catering a surprise birthday party, and the timing of the food delivery was critical to maintaining the element of surprise. Not only did we deliver right on time, we also helped set up discreetly to avoid alerting the guest of honour. The client was overjoyed with our attention to detail and impeccable timing.
Punctuality significantly impacts customer satisfaction. According to a study by Deliverect, timeliness and speed are two highly valued factors in the catering industry.
With the steady march of technology, I always notice that customers greatly value simplicity and convenience in their transactions. This preference extends from the very first inquiry to settling the final payment.
I remember introducing a new online ordering system at Caterboss. From the outset, the response was overwhelmingly positive. Customers appreciated the ease with which they could browse menus, place orders, and make convenient payments. This transformation towards digital solutions has become increasingly important, backed up by a recent industry report by Honey Cart, which indicated that 65% of catering clients prefer online ordering systems.
Offering customers multiple payment options is crucial. While some clients still prefer traditional payment methods like bank transfers, others appreciate the convenience of newer options such as digital wallets. Simply by being able to offer several payment options, we've seen a significant 40% increase in customer satisfaction and a 25% rise in repeat business. Customers clearly feel their needs are being addressed.
Over the years, I've learned that clear communication is vital in creating a successful catering experience. It's not just about taking orders; it's about understanding the client's vision and transforming its best elements into a memorable event.
A case in point involved a wedding we catered for where the bride had a particular theme in mind. After attentive listening and numerous discussions, we found a way to exceed her expectations. The key was actively listening and asking the right questions to build an event that would finally fulfill her vision.
A study by Ireland’s CaterBoss, found that this transparency in communication builds trust and helps alleviate any stress the catering client might be feeling. This statistic underscores the importance of effective communication in our industry.
Customers don't just want a service provider; they seek a partner to guide them through the process. I've found that sharing our expertise and offering suggestions based on our experience dramatically enhances customer satisfaction.
For instance, when a client needed clarification about portion sizes for their event, we backed up our findings with detailed recommendations based on the event type and guest demographics. This incisive expertise improved the client’s confidence and established us as knowledgeable partners rather than just service providers.
Every caterer knows that events can be unpredictable, and adapting quickly and effectively is crucial.
We managed a corporate event at which the guest list suddenly increased by 20% just two days before. Our team worked methodically and tirelessly to adjust the menu and portions without compromising quality. Our ability to accommodate the change responsively and seamlessly impressed the client.
Clients and caterers understand the need for last-minute changes to event menus and guest numbers, so flexibility is a vital prerequisite when choosing a catering service.
In my experience, customers highly value personalisation in catering services. It's not just about providing food; it's about creating an experience that reflects the client's personality or brand. Events vary considerably in the emotional involvement of the guests.
For example, a wedding ranks as one of the most personal catering events, while a business conference naturally has less personal investment. Gauging the level of client investment is a skill each caterer will gradually learn with experience.
We once catered for a tech company's product launch, creating custom dishes that reflected the company's innovative spirit. The attention to detail in aligning the menu with their brand hit just the right note and was talked about long after the event.
As catering events evolve to reflect more sophisticated themes, clients are willing to pay a premium for more personalised catering services. This element of personalisation equates to better customer satisfaction, as clients feel their personal requirements have been met and often exceeded.
One of the most challenging aspects of catering is striking the right balance between quality and cost. Customers want great food and service, but they also have budget constraints.
Being transparent and upfront about pricing and offering tiered options helps customers feel more in control.
Throughout my career, I've learned that the little extras often make a big difference to the client’s satisfaction. Things like complimentary tastings, flexible setup and cleanup services, or even just a follow-up call after the event to ensure satisfaction can significantly enhance the perceived value of our service and the likelihood of repeat custom too.
Going above and beyond to provide additional value to clients is often perceived warmly. It isn’t necessarily a standard part of the service, but offering it as a free extra demonstrates genuineness.
In my experience, the top factors are food quality, punctuality, ease of ordering, and value for money. Customers want delicious, fresh food that arrives on time, ordered through a hassle-free process, all at a reasonable price.
It's all about proper planning and logistics. At Caterboss, we use route optimisation software to ensure efficient deliveries. We also prepare food in batches to maintain freshness and have strict quality control measures.
From experience, the most appreciated methods are online ordering systems, phone orders with knowledgeable staff, and in-person consultations for large events. The key is to offer different options to suit different customer preferences.
The world of catering is dynamic and ever-evolving. Our success hinges on our ability to understand and adapt to what customers truly value. Catering is not just about serving food; it's about creating memorable experiences that keep customers coming back for more.
Remember, in catering, every detail matters. From the first point of contact to the final bite of dessert, each interaction is an opportunity to exceed customer expectations and build lasting relationships.
So, whether you're in the catering business or planning to use catering services, keep these values in mind. They're the secret ingredients to a successful catering experience that satisfies not just the appetite but is also the essence of customer service.
By continuously focusing on these key aspects - quality, punctuality, ease of transaction, clear communication, flexibility, personalisation, and value for money - caterers can ensure they meet and exceed customer expectations in this competitive industry.
Understanding the evolving expectations of catering clients means recognising that excellent food is just one piece of the puzzle. We’ve explored how service quality, presentation, and customer experience have become increasingly important in meeting and exceeding customer demands.
Those who truly excel in the catering business are the ones who take a holistic approach, combining great food with impeccable service, adaptability, and a customer-first mindset. As the industry evolves, staying in tune with these trends will set you apart and ensure long-term success.
Now is the perfect time to reassess your approach and implement these insights in your business. How will you elevate your customer experience today?
Ciaran Kilbride is the CEO and Founder of Caterboss, Ireland's leading supplier of catering equipment. With years of experience in the food and hospitality industry, Ciaran established Caterboss in 2017 to provide high-quality, reliable equipment tailored to the needs of professional caterers. His commitment to innovation and customer service has helped Caterboss grow into a trusted name, known for anticipating industry trends and consistently meeting the needs of its clients.
