Training Sales Employees For The Modern Catering Landscape

On this episode of Takeout, Delivery, and Catering Show, our podcast hosts, Valerie Killifer and Erle Dardick, sit down with Tracy Avolio, Vice President of The Catering Institute.

Avolio has been with The Catering Institute for eight years and with her, she brought her restaurant industry experience of 25 years to help multi-unit restaurant concepts develop, implement and grow their catering channels. The Catering Institute, which was founded by our show host, Erle Dardick, focuses on the Five Pillars of Successful Restaurant Catering: leadership, centralized services, sales and marketing, operations, and delivery.

On this episode, we will discuss how to train sales employees for the modern catering landscape, but the conversation will touch on how the five pillars are necessary for ultimate success.

“One thing I would add about leadership... the catering is really a business onto itself. It’s different than the retail part of the business...the consumers are sometimes different, their needs and expectations are different, menu is different, packaging is different, delivery is different, you name it,” says Tracy Avolio. “So, it really warrants having somebody that is leading that division and that part of the concept…”

Listen to the episode above to take a deep dive into catering sales and what’s necessary for success!

This episode brought to you by:

 

Produced by:

Nathan Mikita

Producer


How to Leverage Third-Party Partnerships and Technology to Increase Off-Premise Profits

We are halfway through the first season of The Takeout Delivery and Catering Show and have covered the foundations for making sure your off-premise strategies are making you money. If you are struggling with the off-premise paradigm shift, if you feel like your catering and delivery channels are not working as effectively as they should, if you see the potential of off-premise but your bottom line is not reflecting the vision, then make sure to listen to the first half of the season to learn how to make your off-premise strategies smart, discoverable and profitable.

There are so many option and so many players, it's a challenge to figure out what is the right blueprint for off-premise success.  The fundamentals of your off-premise strategies are crucial to your future success. In today's episode, Valerie and Erle speak with Richard Hodges, Vice President of Operations Services at La Madeleine. La Madeleine has had 6 years of consecutive growth in the off-premise space. Richard Hodges shares their industry leading strategies like how to leverage third-party partnerships, using the technology to reach customers on multiple platforms, and streamlining the technology to maximize efficiency and profitability.   

Show Notes

14:46 - Free the data!
16:33 - Loyalty intergration.
21:07 - Negotiating with third-party service providers.
25:36 - Please send us your questions and comments at producer@foodabletv.com
 

01:54 - Meet Richard Hodges, Vice President of Operations Services at La Madeleine.
02:26 - Le Madeleine's history in the off-premise space.
04:35 - The importance of differentiating your off-premise channels.
06:58 - Using technology and partnerships to increase efficiency and profits. 

 

This episode brought to you by:

 

How to Create Systems in a Franchise Model for Off-Premise Foodservice

How to Create Systems in a Franchise Model for Off-Premise Foodservice
  • The Franchisee Wants to Know That You, the Franchisor, Has the Off-Premise Strategy Right.

  • Focus on Your Four Wall Capabilities First: The Order to Cash Cycle.

In this episode of The Takeout, Delivery, and Catering Show we talk with Jim Vinz, CEO of Genghis Grill, about the systems and strategies Genghis Grill developed to become a model of success by empowering their franchisees to succeed in the tumultuous off-premise ecosystem.


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The Field Day App Connects Brands with Ambassadors to Execute That Last-mile Sales Opportunity

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  • The Field Day App Can Help Solve the “Last-Mile” Sales Challenge for Big Brands.

  • Most National Brands Have Undeveloped Local Sales Strategies. On this Podcast, Erle and Val Explore a Guerrilla Marketing App That Can Help.

Today's restaurant chains have many channels of foodservice offerings like brick and mortar, takeout, delivery, and catering.  Many times, all of these channels are centralized under one facility.  

One challenge for these restaurants is creating a sales and marketing plan that increases awareness for all offerings.  For example, an off-premise offering is a local proposition to the consumer and for national chains that have all-encompassing sales and marketing strategies, awareness around their local offerings are generally underdeveloped.

On this episode of The Takeout, Delivery, and Catering Show Valerie and Erle speak with Alex Nocifera, founder of Field Day; a platform and marketplace for brand ambassadors helping big brands like Chick-fil-a, California Pizza Kitchen, and Red Robin drive local marketing efforts, such as catering sales outreach. 

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Red Robin on Best Practices for Restaurant Takeout and Catering Differentiation

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  • Erle Dardick and Valerie Killifer explore takeout and catering as two separate "channels" in your restaurant make-up.  These "channels" need to have different strategies to work effectively. 

  • Trudy Jones, Director of Alternative Platforms for Red Robin, explains the different elements to consider when taking on takeout and catering channels in your restaurant. 

Takeout and catering are completely different businesses, and the secret to making them work successfully is in the design of different consumer solutions for each channel, including unique transaction workflow, menus and product selection, packaging, centralized services, and workflow — and each have entirely different strategies. In this episode of The Takeout, Delivery, and Catering Show we speak with Trudy Jones - Director of Alternative Platforms for Red Robin, to explore the different elements required for takeout and catering, and why each one is important for delivering a brand experience that keeps customers coming back for more.

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