Catering Tech Catches Up, and What it Means for Restaurants
Restaurants evolve catering into a dedicated sales channel to adapt to changing work environments.
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Firebirds Wood Fired Grill has recently scaled its catering program across all its locations, enhancing its infrastructure to boost revenue through structured catering offerings in response to changing workplace dining habits. The brand has created a detailed catering playbook to streamline operations and ensure consistency in their catering services.
Why It Matters
This suggests a shift in unit economics where an enhanced focus on catering may open new revenue streams for franchisees, potentially impacting overall territory demand and profitability.
Catering within the restaurant industry is undergoing a transformation, shifting from ad-hoc arrangements to a structured, intentional sales and marketing channel. As workplaces adapt to hybrid and remote models, demand for catered meals remains strong, prompting restaurants to enhance their catering offerings. Orazio Buzza, CEO of Fooda, emphasizes this trend by stating, “Many employers are striking the balance between return to office and hybrid working, so food and communal meals are an incentive and driver of culture.”
For operators, this increasing interest in catering represents a substantial revenue opportunity; however, merely adding a catering option is insufficient. Kelly Grogan, founder of Crumbs, notes, "Everybody wants more catering orders right now," but restaurant readiness is crucial for success. This readiness has been highlighted in the case of Firebirds Wood Fired Grill, which operates over 70 locations in 23 states. Jordan Johnson, the director of off-premise catering at Firebirds, detailed how the brand, after recognizing its existing customer base, established a structured catering program beginning with a test run in Charlotte. This program included the creation of a catering playbook, which outlines operational procedures and alignment with the brand’s goals.
In 2023, Firebirds expanded its catering services across all units, supported by partnerships with Olo and ezCater, ensuring operations do not overwhelm their dine-in business. Johnson referred to catering as “a huge concept that needs to be nurtured and cared for,” underscoring the importance of proper management and execution.
As restaurants become increasingly focused on catering, the challenge remains whether they can effectively implement and sustain these programs without disrupting their core dining operations. Observers should monitor how well brands like Firebirds execute their catering strategies as they seek to balance additional revenue streams with existing service models.
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