What to consider before you throw a catered event to attract customers

Grand openings are an important time for businesses. It’s their introduction to the community and their only chance to make a lasting first impression. One way to do that is with a catered event.
“Catered events are an attractive way to court potential customers and drive foot traffic,” says Todd Schafer, president of Crooked River BBQ + Beer. “Parties with food, music and drinks are a sure way to get people in the door. But it’s important to offer food that’s appropriate for the event and the environment. What a business chooses to serve, and how it serves it, needs to send the right message about the quality and attention to detail the business wants to be known for.”
Beyond grand openings, there are other occasions that can be celebrated with a special event that could help a business drive traffic.
Smart Business spoke with Schafer about how to use catered events as a way to attract customers to a business on special occasions.
What are some occasions that are appropriate for businesses to host a catered event?
A grand opening is always a good time to throw a party. A strong launch sets the tone for a business’s first year. That aside, a company needs a good reason to have parties or host events to broaden their name recognition and attract new business. The occasion needs to be worth coming out for, not just a re-grand opening. A change in management, introduction of a new product, a significant promotional announcement or a milestone anniversary warrant a celebration. Holiday parties, if the business can make a sensible tie-in to a holiday, can be an obvious time to go the extra mile. And fun occasions such as Christmas in July — with Christmas beers and holiday-themed foods — can be a way to stand out at an otherwise dormant time.
What should businesses keep in mind as they determine the menu for a catered event?
The food needs to be appropriate for the environment. Take a car dealership, for instance. A catered event in this environment requires food items people can carry around and eat, not plated meals. This allows them to eat while they check out cars on the lot. Choose foods that aren’t too sloppy. Dealerships also should keep in mind that folks will want to be in and possibly test drive vehicles, so avoid serving alcohol.
Serve hearty foods. When consumers head out to buy a car they know it may take several hours. Make sure the food is substantial so they don’t leave the lot for dinner. Providing a satisfying meal will keep them on the lot, in front of the sales team, so there’s plenty of time to close the deal.
How much should a company expect to spend on a catered event?
Don’t under spend. It will be obvious to customers if the company cut corners. The amount of care that’s put into the event tells the customer that there is a level of service and care they should expect. Don’t serve boiled hotdogs to people that are considering a $40,000 vehicle.
Create a memorable experience. Have the president or general manager on-site to talk with patrons. Instead of letting someone from the catering company serve the food, assign the job to an employee of the company. It shows a high level of service and care, and creates additional opportunities for customers to interact with staff.
What other steps can companies take to ensure their catered event is a success?
Talk with restaurant and catering company representatives at local networking groups, such as a chamber of commerce. They might offer discounted service in exchange for the exposure the event brings. It adds a local, community element to the event and doesn’t take the focus off of the host company.

Throwing a catered event is a good way to get exposure and showcase the customer service aspect of the business. Just make sure to make appropriate food choices and spend for the occasion.

Insights Corporate Catering/Events is brought to you by Crooked River BBQ + Beer