CHICAGO — Food-consultancy Technomic's new study of large-order programs for chains is now being presented to restaurant clients, yielding valuable business-building insights.
Among the findings, more than 50 percent of survey respondents, representing medical organizations, pharmaceutical reps, law offices, real estate firms, advertising and public relations agencies, and numerous other business users, indicated that they will order in food for work occasions during December, significantly higher than for any other month of the year.
The research also disclosed seasonal usage patterns among the various types of companies that place large business orders, providing an important blueprint for targeted marketing efforts.
Representatives of pharmaceutical companies, generally considered the "big spenders" among catering users, did top the list for total spending. However, it is interesting to note that advertising and public relations firms, often a less-targeted group, were in a not-too-distant second-place position.
"Operators have told us that catering is a top priority for them because it provides a steady stream of business," says Melissa Wilson, Principal at Technomic. "Large-order accounts truly help restaurants leverage their fixed assets, while boosting incremental sales. And often, labor efficiencies can be increased since much of the catering prep work can be accomplished during off-peak hours."
The study, titled LOOP: Large Orders Off-Premise, focuses on the most lucrative targets: office and business meetings, training sessions, hospitals and medical offices, and business promotional events. It provides restaurant operators with vital decision-maker insights and best-practices research for tapping into this attractive opportunity to build same-store sales.
To learn more about the study, please contact Melissa Wilson at 312-876-0004, extension 3707, or mwilson@technomic.com.
