Marketing Strategies for Off-Premise Dining | Allen Beck of Costa Vida

Restaurant Rocket Fuel

Keywords
catering, off-premise marketing, restaurant industry, Costa Vida, profitability, marketing strategies, sales techniques, relationship building, business growth, food service

Summary
In this conversation, Shane Murphy interviews Alan Beck, the director of off-premise and catering for Costa Vida. They discuss Alan's journey in the restaurant industry, the growth of catering at Costa Vida, and the strategies that have made it a significant part of the business. Alan shares insights on the profitability of catering, effective marketing strategies, and the importance of building relationships with clients, particularly office managers. He emphasizes the need for adaptability in operations and the value of personal connections in driving repeat business.

Takeaways

• Catering can be a massive profitable opportunity if done right.
• Understanding the unit economics is crucial for catering success.
• Building relationships with clients is key to repeat business.
• Never go into a meeting empty-handed; bring a product to share.
• Evaluate your catering offerings to ensure they scale appropriately.
• Adapt your strategies based on customer feedback and operational needs.
• The dining room can serve as a powerful marketing tool.
• Identify and focus on verticals where your food fits best.
• Overcoming rejection is part of the sales process; persistence pays off.
• High ROI marketing tactics can significantly boost catering orders.

Sound Bites

• "Catering can be a massive profitable opportunity."
• "Don't be afraid to make the necessary changes."
• "The dining room is your best area of marketing."