The Hidden Synergy: Leveraging Restaurant Fundraiser Programs to Boost Catering
The Hidden Synergy: Leveraging Restaurant Fundraiser Programs to Boost Catering
Restaurant leaders are perpetually on the lookout for innovative strategies to broaden community connections and grow sales. Integrating restaurant fundraisers with catering programs (and vice versa) stands out as a particularly effective yet underexploited tactic. Not only does this approach significantly enhance community engagement, but it also taps into two of the highest margin growth channels—catering and restaurant fundraisers—providing a substantial boost to restaurant profitability.
Ideal Candidates for Combining Fundraisers and Catering Efforts
Schools and School Related Groups: From school events to teacher appreciation days, educational institutions frequently require catering services that can be seamlessly integrated with fundraisers. Offering a percentage back to the school on every catering order during specific periods can drive significant business and support educational causes.
Non-Profit Organizations: Non-profits often host regular meetings, workshops, and fundraising events that need catering. Restaurants can position themselves as the go-to caterer for these events, with a portion of proceeds going back to the non-profit, ensuring a steady flow of orders while contributing to charitable efforts.
Corporate Entities: Businesses looking to host corporate social responsibility (CSR) events can be excellent candidates. By catering corporate events and linking a part of the catering proceeds to a fundraiser, companies can boost their CSR efforts, and restaurants can increase their order volume.
Churches and Church Groups: Churches often seek ways to fund community projects, outreach programs, or regular group activities. They are an ideal candidate for both catering and fundraiser events due to their established community presence and regular event scheduling.
Cross-Selling Tactics: From Fundraiser Event to Catering Order
Introduction at Fundraiser Events: During a successful fundraiser event hosted at your restaurant, seize the opportunity to introduce your catering services to attendees. As guests experience and enjoy the quality of food and service during the event, casually mention additional offerings. For instance, as the event winds down, a well-timed announcement or conversation can be made: "Enjoyed tonight’s meal? By the way, we also offer game-day catering and would love to bring this experience to your next big match viewing party!"
Promotional Materials: Provide take-home materials that detail the catering services, perhaps included in a thank you package or as part of the event's promotional items. These could be flyers, business cards, or a digital QR code that leads to the catering menu and booking options on your website.
Capitalize on successful events: Catering coordinators should make the call to the organization to deliver the great news about the fundraiser results. There’s never a better time for “Oh by the way, we also do game-day catering” then after sharing the news of a big donation check heading their way!
Cross-Selling Tactics: From Catering Order to Fundraiser Event
During Catering Deliveries: When delivering catering orders, especially to one of the ideal candidates mentioned above, include a small packet or brochure about your restaurant's fundraising event program. This can be as simple as saying, "We’d love to help you raise money through a fundraiser event at our restaurant!" This proactive approach introduces the idea directly to decision-makers within organizations who might be looking for fundraising opportunities.
Follow-Up Communication: After a successful catering order, a follow-up call or email to thank the client can also serve as an opportunity to discuss more than just the recent service. This communication can include a message like, "We really enjoyed catering your recent event. If you’re interested, we’d love to host a fundraiser event for your organization at our restaurant."
Let's land this plane…
Integrating fundraising and catering efforts is a unique tactic for restaurants to not only increase their sales but also build lasting relationships within the community. This strategic approach not only fuels business growth but also fosters a positive social impact, creating a win-win scenario for all involved. By tapping into this synergy, restaurants can unlock a new dimension of community engagement and business success.
