Chef Chatter
Flexing your catering muscles
Great catering programs aren't built on talent alone. They're built on systems, clarity, shared knowledge, and consistent coaching. That's training. That's building muscle for what's next.
May 12, 2025 by Terry Matthews — Managing Partner, Off Premises Growth Academy
By the time I sold my company in 2019, I was worn out — haggard, stressed, overweight and one bad day away from total collapse. I was lucky to get out when I did, because the truth is, my life had become unsustainable.
For all the mixed emotions that came with stepping away from a project I had poured over 20 years into, I finally had the chance to face some of the lifestyle choices that had been dragging me down.
I started eating better. I got back in the gym. I went skiing again. And, unsurprisingly, when I started putting consistent time and energy into the right things, I started to feel better.
The same principle applies to your restaurants.
Life — and business — have a way of wearing us down. Sometimes slowly and steadily, sometimes all at once. Especially when things feel uncertain. Especially when pressure builds and the wins don't come as easily. Especially when you look to the future and can't tell what it looks like.
Right now is one of those times. Rising costs and an economy that feels more volatile by the week—these are the new realities we're all facing.
So the question is twofold: How do we build ourselves — and our businesses — back up when we're running on fumes? And how do we develop the resilience to withstand the next storm before it hits?
The answer for you is the same as it was for me: training and nutrition.
But in this case, nutrition doesn't mean food — it means investing in the right tools, systems, and decisions that keep the body of your business strong. And training isn't about hitting the weights (though that's great too!) — it's about giving your people the skills, knowledge, and confidence they need to adapt, grow, and perform when it counts.
Understand the cycle, build for what's next
Not long ago, I was speaking with a Mexican restaurant brand, and they shared that avocado prices had risen 14% over the past year and are still climbing. It's a small example, but it speaks to the larger pattern we're all living in: uncertainty is everywhere. From food costs to labor issues to shifting expectations, it's hard to know what's around the corner.
The first step is to acknowledge that volatility — not hide from it. You can't build a strong business on wishful thinking. But here's the good news: as unpredictable as things can feel, this isn't the first time we've been here.
If you've been in the industry long enough, you've seen this cycle play out before. Economic slowdowns, market pullbacks, and consumer caution — they happen. And then, always, we bounce back. Historically, most downturns last under a year, followed by a one- to two-year recovery. In catering, especially, we've seen time and again that when things come back, they often come back stronger.
When the economy starts putting on pressure, our first instinct is often to pull back on investment. And sure, less money coming in means fewer dollars to work with — that's reality. But there are critical investments you still need to make. The kind that build strength for the future. And when it comes to those, pulling back can be a costly mistake.
Here's the truth: feeling better doesn't come from eating less — it comes from eating right. Real nutrition requires planning, knowledge, and strategy. You don't just cut out junk food; you learn to track your intake, balance your macros, and give your body what it needs to perform and recover. It's not about deprivation—it's about fueling yourself smarter.
What are you doing now to prepare for what's next? What are you building during the quiet stretch so you're ready to run when the market shifts?
Double down on people, not just performance
When times get tough, the instinct is to pull back—cut costs, freeze hiring, and keep your head down. But the smartest move you can make right now is to invest in your people.
Why? Because your people are your long game. They are the infrastructure. When the economy rebounds and demand surges, it won't be systems or marketing or pricing models that determine how high you bounce—it'll be your people. The ones who know how to think, sell, adapt, and lead.
In many organizations, catering still lives in a silo. A few people "get it," while the rest stay disconnected. And when catering is treated like a side hustle—when only one or two people carry the load—you're building something fragile.
Now is the time to fix that.
Spread the knowledge. Cross-train your team. If you've got catering leaders, pair them with general managers. If you've got sales coordinators, connect them with marketing and operations. Share the playbook. Turn catering into a shared responsibility instead of an isolating one.
Look across your locations and ask: Who has potential? Who's curious? Who could lead catering in this market if they had the tools? That person might be answering phones, packing delivery bags, or leading store shifts right now. Don't wait until you're too busy to train them—build them up now.
And it's not just about skills — it's about ownership. Give your people the why behind catering. Help them understand how it fits into the broader business. Show them that success in catering is success for the whole operation — not just for the sales team.
Great catering programs aren't built on talent alone. They're built on systems, clarity, shared knowledge, and consistent coaching. That's training. That's building muscle for what's next.
Catering has always required hustle. But now, more than ever, it requires intention.
The economy will shift. Costs will rise. The pressure won't let up. But the operators who commit to getting in the catering gym — who feed their business with smart investments and train their teams with purpose — won't just weather the storm.
They'll come out of it stronger.
So if you're ready to get smart about your catering strategy, make the right investments, and build your business for the future — If you're ready to join the conversation — Come be part of the community at CaterLinked.comhttp://caterlinked.com/ — and let's talk catering.
About Terry Matthews
Erle Dardick is an entrepreneur, author, and off-premises thought leader in the global foodservice industry. His mission is to help operators create successful off-premises revenue channels. He turned a small Vancouver deli into a flourishing operation and developed MONKEY, the leading cloud platform for takeout, delivery, and catering. He founded The Catering Institute, MonkeyMedia Software, and Off Premises Insights. Now, he leads The Off Premises Growth Academy, advocating for the industry and providing training. Erle holds an MBA from Simon Fraser University and lives in Vancouver, BC.
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