Restaurant Catering Menu Design: Organizing for Profit

How much thought have you put into your catering menu? It’s important not to just look at it as a list of dishes; rather, it’s an opportunity to influence your customers’ choices, increase average order values (AOVs), and highlight your restaurant’s strengths. 

A thoughtfully crafted menu can help make events like holiday parties, birthday dinners, and corporate meetings memorable, while ensuring your catering service is profitable and appealing.

Ready to get started? Let’s explore how to organize and optimize your restaurant catering menu to drive profits and increase customer engagement.

Understanding the Basics of Catering Menu Design 

First, let’s discuss the difference between a standard restaurant menu and a catering menu. A restaurant catering menu differs from your regular restaurant menu because it needs to address the specific demands of public and private events, like family reunions, office lunches, and small group celebrations. Catering menus must be designed for large quantities, easy serving, and varying dietary preferences, which makes them distinct from everyday restaurant offerings. 

Humans are visual creatures—so the visual presentation of your catering menu is crucial! Whether it’s for group celebrations or team meetings, your catering menu layout should reflect your brand’s identity, guide the customer’s eye, and ensure that everything—from appetizers to desserts—flows in a logical and enticing order. 

Place high-margin items or popular items at the top right-hand corner of the menu, which is where customers’ eyes automatically gravitate towards. Also include images of real-life catering setups that display equipment like Sternos chafing dishes, serving utensils, and decorative arrangements so your clients can easily visualize what their own event will look like. 

3 Tips on How to Plan Your Menu Strategically  

A well-structured menu should highlight your restaurant's strengths while catering to the full range of customer preferences and event needs within your brand’s business goals. Here are three tips to plan your menu with greater efficiency: 

1. Balance your menu offerings by grouping items into clear categories, such as appetizers, main courses, and desserts. Offer a variety of proteins and vegetarian dishes to cater to dietary preferences, and ensure each section has enough variety to suit different events, like light bites for business training sessions and full meals for longer corporate meetings. 
2. Highlight your signature dishes. Make sure your catering menu showcases the dishes that set your restaurant apart. These signature items are often what bring customers back, so highlight them prominently. This should include your most popular entrees (either by revenue or sentiment) and unique, exclusive options.  
3. Use enticing language. Compelling menu descriptions make all the difference. Use descriptive, enticing language with a font that matches your brand’s style guide that sells the dish while being clear about ingredients and potential allergens. For example, instead of just listing "Pasta Salad," describe it as “Fresh rotini tossed with seasonal vegetables, parmesan, and a zesty lemon vinaigrette.” 

3 Key Approaches to Set Profitable Catering Menu Prices  

Setting the right prices for your catering menu is crucial for maintaining profitability and ensuring you have enough cash flow. Here are three key approaches to consider when pricing your event menus:  

1. Begin with a thorough cost analysis. Start by calculating the total variable costs for each dish, including ingredients and labor. To determine your pricing, apply a markup, usually between 2 to 3 times the total variable cost, depending on your desired profit margin and market conditions. While calculating your prices, also consider how overhead expenses—everything from big items like rentals to small items like disposable silverware packets—impact your overall profitability.  
2. Apply dynamic pricing models to add adaptability to your pricing structure. Adjusting your prices based on the size and type of event can ensure both profitability and customer satisfaction. For instance, you might offer discounts for larger orders or create package deals that include appetizers, main courses, and desserts at a lower price per person. 
3. Use tiered pricing to nudge customers toward larger orders. When you present multiple pricing tiers, customers compare them against the highest tier, making the lower tiers seem like better deals (this is called price anchoring). When Dropbox implemented a tiered pricing strategy in 2017, this resulted in a 25% increase in revenue per user and a 70% increase in paying users. 

3 Layout and Presentation Tips for Your Menu 

A clear, visually appealing menu layout improves readability and highlights your key offerings. Consider these three tips to improve the look and usability of your menu: 

1. Structure your menu to improves readability and guide customers toward higher-margin items. Separate categories by course or dish type and use headings that stand out from all the details. Prioritize your best-selling dishes at the top to catch attention. 
2. Play around with visual elements. Incorporate your brand’s identity into the menu’s visual design, using colors, fonts, and imagery that align with your restaurant’s aesthetic. A visually appealing menu—whether print, digital, or both—draws in your audience and encourages them to seriously consider a purchase. 
3. Keep in mind that different events require different menu formats. Digital menus are great for office lunches or corporate meetings, while printed versions may be more appropriate for larger family reunions or other significant group events such as weddings. Adapt your format based on the event type and customer preference.

2 Ways to Leverage Technology in Menu Design 

From digital menus to online ordering platforms, using technology helps you stay competitive while offering convenience to your customers. Here are two ways to use technology in menu design:  

1. Create digital menus to improve the customer experience. By using online ordering systems, you provide a convenient way for customers to browse your offerings and place orders. We streamline the management of catering orders, ensuring smooth online ordering transactions and clear communication for all of your clients.
2. Use online tools to gather customer feedback. With this feedback, you can better understand customer preferences and identify areas for improvement. This allows you to refine your catering menu and offerings and improve customer satisfaction. 

3 Ways to Market Your Catering Menu 

Promoting your catering services is crucial for attracting new clients and retaining existing ones. Here are three ways you can market your menu and services: 

1. Use social media, email campaigns, and in-house promotions to spread the word about your restaurant catering menu. Engage your audience with eye-catching visuals and compelling content that highlights your catering packages and limited time promotions. 
2. Cross-promote your catering services with your regular menu. Highlight your catering options with a simple one-liner on your menu to ensure guests know that you offer catering services. If you host events like wine tastings or cooking classes, use these opportunities to promote your catering capabilities as well.  
3. Customer testimonials are powerful marketing tools. On your restaurant website, highlight reviews from successful group celebrations or corporate events to add credibility and attract new clients. Showing how your catering service can handle different events builds trust with potential customers. 

2 Compliance and Legal Considerations to Consider 

Ensuring that your catering menu complies with health regulations and dietary requirements is a legal necessity. Here are two key compliance factors to keep top of mind: 

1. Health and safety regulations. Ensure your menu complies with all local health codes, especially regarding the use of serving equipment and handling perishables. Adhering to these regulations helps maintain food quality and ensures a safe dining experience for your customers. 
2. Allergen and dietary information. Clearly outline allergens and dietary restrictions in your catering menu descriptions and ensure ingredient labels are prominently displayed at your events. Providing this information keeps guests safe and builds trust and confidence in your catering brand. 

Taking the Next Step 

There are many moving pieces when it comes to your menu design—including menu structure, pricing, and visual elements. Be sure to balance your menu offerings, price your menu strategically, and design a well-structured and visually appealing menu that keeps customers hooked.  

Want to get repeat customers for your catering business, and grow customer loyalty? Download our 2024 Loyalty Guide. 

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