Caterering is an immensly competitive field; if you own a catering business, you must compete with not only other caterers, but also restaurants and bars that provide event services.
Because of this, it’s imperative that your potential customers can easily find your business, clearly understand your selling proposition, and recognize your areas of expertise.
By creating a cohesive brand and using it to promote your catering business, you will increase awareness while also ensuring that your customers fully understand your unique style of catering.
Here are three must-haves for every caterer looking to promote their business:
1. A Unique Selling Proposition
One of the best ways to set your business apart from the rest is to make it clear that it's different in a way that uniquely benefits the consumer.
You may choose to promote your business in terms of value (the economical option), or luxury (the indulgent option), or you may even brand yourself as the best caterer in a specific culinary group such as vegetarian food, Italian food, etc.
No matter which of the numerous options fits your business best, find your unique selling proposition and make sure that it permeates all of your marketing and advertising communication. This will create cohesive, clear, and effective messaging for promoting your catering business.
2. Have A Professional Logo
Nothing affects the initial perception of a business more than its logo, and an unprofessional one can quickly deter potential clients. When promoting your catering business, put serious thought into your logo and what it says about you. Does it speak to the spirit of your business, match your level of formality, and appeal to your ideal customer?
Your logo should be placed on all of your collateral, from marketing pieces to menus to uniforms. In addition, it should be front and center on your company vehicles so every drive through town helps you create brand awareness.
3. Have a Professional Website
In this Information Age, you're missing customers if you're not promoting your catering business online. Your website, like your logo, should capture the personality of your business, and clearly communicate who you are and what you do best.
You may choose to create your website using a template, but be warned, this is only for business owners that have time to create compelling website copy and graphics and are fairly tech savvy. If this doesn’t sound like you, you may want to consider working with a web designer.
Lastly, make sure that you have these essentials when you design (or redesign) your website:
- A responsive site (a website that adapts for users visiting from mobile devices)
- At least one way for potential customers to contact you via email
- Pictures of your favorite food and events
- Customer testimonials
- Your area(s) of expertise and unique selling proposition
