Charities for Building Catering Sales

While leading sales teams we commonly and obviously had many conversations about building sales.

As most of you realize, building sales is a process that starts with finding contacts, then qualifying those contacts, and working towards establishing a relationship and potential needs. All this happens before you realize any sales.

So our conversations would often turn to where can we find more contacts, preferably ones that would eventually become clients. Most of us understand that selling more food is about helping clients solve problems.  Specifically, part of this solution is providing value first.  

Catering sales building often requires making investments, we need to make direct investments to create relationships and this can take the form of giving away food.

It’s not much different than the marketing efforts we use with our other customers, offered in rewards, and promotions. Most commonly with catering we provide free samples for canvassing efforts, and even do “tastings” for sales events.  We do this for many reasons but primarily it helps us gain access and get a chance to further promote our product and services.

Restaurant companies have a long history of support and partnerships in supporting charitable events, and kudos to all the efforts and great causes they have helped to promote. For those that have yet to dive into this area here are some great reasons to get engaged.

Charities rely on people within your community to donate both time and money to help support this work.  These people are often well connected and have a strong base of engagement in your community, both politically as well as within the business community.  

So here is the opportunity!  Your Catering Sales Manager is the perfect person to lead these efforts.

  1. Research & Identify Relevant Charities:  Utilize online resources, community bulletin boards, or local newspapers to identify charities operating in your area. Look for charities whose mission aligns with your restaurant’s values and target audience. For example, if you run a family-friendly restaurant, you might want to support charities that focus on children’s education or health.
  2. Prioritize: Consider the causes that are most meaningful to you and your team. Focus on a few charities rather than spreading resources too thin.
  3. Reach Out: Once you’ve identified potential charities, reach out to them to express your interest in supporting their cause. This can be done via email, phone call, or even in person.
  4. Offer Support: Be clear about how your restaurant can support the charity. This could involve hosting fundraising events, donating a percentage of sales on specific days, or providing in-kind donations such as food or services.
  5. Build Relationships: Cultivate relationships with the charity’s staff and volunteers. Attend their events, participate in their programs, and showcase your support on your restaurant’s social media channels. (here is where you slowly build new clients for catering)
  6. Promote Collaboration: Encourage your employees to get involved with the charity by volunteering their time or skills. This not only benefits the charity but also fosters a sense of community and teamwork among your staff.
  7.  Measure Impact: Keep track of the impact your partnership with the charity is having. This could include tracking the amount of money raised, the number of volunteer hours contributed, or the awareness generated for the charity’s cause.
  8. Communicate Results: Share the results of your collaboration with your customers and the community. This could be through social media updates, newsletters, or signage in your restaurant. Transparency about your charitable efforts can enhance your brand reputation and customer loyalty.
  9. Evaluate and Adapt: Regularly assess the effectiveness of your partnership with the charity and be willing to adapt your approach based on feedback and changing circumstances.

Remember, the key to successful engagement with local charities is to establish genuine connections and make a positive impact in your community.


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