MODULE 8

LESSON 1: CREATE DESIGN OF CATERING MENU AND

PROMOTIONAL PACKAGE

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Promotion of your catering business is a key part of your
operations, helping to spread awareness of your culinary services
and attract new customers.
Use public-relations campaigns and traditional advertising
methods spiked with social media to show how your food is one
of a kind and your service is top-notch, and you may soon find
that you are booking all the events you can handle.

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Press Release

Pen a press release whenever your catering company

achieves something noteworthy, such as starting a culinary-
school scholarship fund, adding a new employee, providing
food for a large or notable event, donating catering services
to a charitable cause, such as a charity fundraising dinner, or
expanding your food offerings.

Reach out to local and regional media members who cover

food, weddings and events, depending upon your market niche.
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Targeted Brochures

Create brochures targeting the specific concerns, needs

and desires of each of your customer types.

A brochure for individual wedding clients, for example,

should include information about your venue needs, pricing,
private tastings and menu options, whereas a brochure aimed
at event planners might address your event catering capacity,
bulk pricing and referral bonuses, if applicable

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Referral Bonus

Offer a bonus of some sort to existing and previous customers

for referring event-catering clients to you.

For example, offer a ₱100 gift card to a local retailer or a

discount on future services for each referral that turns into actual
business. This promotional strategy is particularly appropriate if you
cater weddings, because people holding weddings are likely to have a
social group that includes others who will soon marry. Alternatively,
offer incentives to wedding and event planners for each client that
they steer your way.
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Booth

Rent a booth at a regional event that is relevant to your

catering niche to reach people who might be in the market
for your services.

For example, if you run a company specializing in down-home

barbecue catering for weddings, rent a booth at a local bridal
show; if you run a high-end catering company for corporate
events, get a booth at an event planners’ convention. If booth
rental is pricy, consider splitting the cost with a
noncompeting company; for example, partner with a Thai
catering company if your specialty is traditional Italian.
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