As a result of COVID-19, all social gatherings have been halted nationwide. Catering companies have felt this enormous impact economically with all events being canceled, leading them to lay off employees in order to stay afloat.
Despite the obstacles companies are facing, they are finding unique ways to generate revenue to keep their current staff members engaged and take care of those who lost their jobs.
Many caterers are offering meal plans for individuals and families. While this is a new concept catering companies are implementing, Jamie Steinman, owner of Lon Lane’s Inspired Occasions in Kansas City, MO, said that they are built for this.
New Ideas, New Menus
“Caterers do this about 800 times a year,” Steinman said. “We make it, drive it, unpack it, and serve it, so we have experience on the best food for delivery and how to package it.”
With this knowledge, Steinman and caterers have designed delivery menus that consist of foods that taste good and travel well. Catering companies aren’t including meals that get soggy easily or quickly spoil. Many of them are also delivering orders with heating instructions so that clients can enjoy every bite.
Lon Lane’s Inspired Occasions decided to create a new delivery menu for each week. They believe it’s a great marketing tool and prevents customers from getting tired of the same options on the menu.
“Changing the menu each week and creating an event around the reveal for the menu makes it exciting,” Steinman said. “It’s a great way to promote the menu and grab the attention of clients.”
Like many in the industry, Steinman said she’s using social media, email blasts, word of mouth, and their website to promote the company’s new delivery menu. She said that sales have been great so far and hope that they continue to grow.
Warren Dietel, owner of Puff 'n Stuff Catering in Orlando and Tampa, FL, offers complete family meals for four people. With every family meal purchased, Dietel said the business is also donating that exact family meal to a displaced worker from the company.
“We’ve had a fair number of orders so far which is great,” Dietel said. “It provides us with a way to help families and our team members during this difficult time.”
Other businesses are also doing whatever they can to help out their employees. For example, Lon Lane’s
Inspired Occasions is providing food for staff members on a weekly basis. Steinman said it may be
something small, but it’s a way to give back to employees for all their hard work and keep in touch with
them.
Pauline Parry, founder of Good Gracious! Events in Los Angeles, CA, pivoted in a different direction during the pandemic. Rather than offering patrons family meals, Parry has decided to fulfill one of her dreams.
“I’ve always dreamed of having a pie, soup, fish, and salad menu,” Parry said. “This is a way to keep the company operating and see how clients respond to this type of menu.”
Parry said the company’s goal is to connect people with fresh and healthy food items to help serve the community during this difficult time. The business hopes that customers welcome the menu with open arms and is hopeful to expand it in the future.
Lending A Helping Hand
Although catering companies have found ways to generate some type of revenue during this unprecedented time, many hope that it doesn’t last long. Parry said that no catering company is immune to this and everyone is struggling.
“I certainly hope this doesn’t last long,” Dietel said. “We are all weathering the storm and making any changes that are necessary. Unfortunately, what businesses are doing today will not sustain companies.”
A number of caterers are turning to the International Caterers Association (ICA) for help and advice. President Jeffery Selden said that all the COVID-19 resources the ICA has to offer are available for members and non-members.
“We have information on how to manage cash flow, sanitation tips, and much more,” Selden said. “The webinars and guides ICA has to offer are designed to provide caterers with helpful tips on how to plan and handle situations that may arise with employees and clients.”
COVID-19 has affected every business in the industry financially, but Steinman said that it’s done a lot more than just that. She believes caterers have been robbed of being able to connect with clients which fuel their drive to be their most creative and passionate selves.
“Most of us are in the hospitality industry, especially catering because we thrive on serving others and seeing a reaction to our food and service,” Steinman said. “Social distancing has flipped us from servers to mere deliverers of food which has been excruciating!”
Although the pandemic has forced catering companies to make changes to their business model, they are finding ways to generate income and assist their employees during this difficult time. There is a sense of community and eagerness towards the future which has brought hope to many around the industry.
