Find Event Success Beyond Appetizers

Catering and events can be a powerful profit center for operators, but they also require careful planning and execution. Drawing on insights from US Foods^® Culinary experts, the following tips are designed to help operators deliver memorable guest experiences while maximizing profitability.

Managing Event Inquiries & Contracts

How Fast Responses Win Catering Business

Responding quickly to event inquiries is a critical first step in securing bookings. In many cases, administrative assistants or event planners send inquiries to multiple operators at once, and the first response often determines who wins the business. Implementing an online inquiry form during peak seasons can help operators manage increased request volume, respond efficiently and maintain a full and productive event calendar.

Why a Detailed Banquet Event Order (BEO) Matters

Clear documentation is equally important. A detailed Banquet Event Order (BEO) serves as the foundation for successful event execution. BEOs function as a working contract, and should outline all essential details, including the primary contact, event date, guest count, food and beverage selections, schedule of events, and terms and conditions. Distributing BEOs to chefs, managers and other key stakeholders well in advance helps keep front‑of‑house, back‑of‑house, sales and purchasing teams aligned and ensures nothing is overlooked.

Staffing Strategies for Catering and Events

Using Self‑Serve Buffets to Reduce Staffing Needs

With many operators continuing to struggle with staffing, designing private events with minimal staffing needs is essential. Food Fanatics^® Chef Jesse Moreno recommends self-serve buffets and non-alcoholic beverage bars to reduce front-of-the-house labor needs while still delivering a great spread to attendees. Instead of someone operating each station, this reduces the labor need to one or two people checking for buffet cleanliness and running refills. Partygoers tend to put more on their plate at unattended buffets, though, so manage your portions accordingly.

Another effective strategy is leveraging experienced team members to lead and mentor smaller groups of newer or seasonal employees during events. This approach supports training, maintains quality and productivity standards, and allows managers to focus on overseeing the event. Veteran employees should be encouraged to model the behaviors and service standards expected across the team.

Building Profitable Catering Menus

When building event menus, collaboration with distributors can unlock valuable cost‑saving opportunities. Reviewing flyers and seasonal deals often reveals fresh‑to‑frozen options or closeout items that can be incorporated into profitable event menus. Carefully costing each menu ensures events are priced appropriately for margin. Tools like Menu IQ™ allow operators to track item‑level costs and make updates quickly, while CHECK^® Business Tools such as Craftable can help take food and beverage cost management to the next level.

Zero‑proof cocktails, or mocktails, continue to grow in popularity. Operators can capitalize on this trend by repurposing fruit that is nearing the end of its shelf life into house‑made syrups. These syrups can be used to create flavorful alcohol‑free beverages or enhance cocktail offerings, increasing perceived value while reducing waste.

Handling Last‑Minute Catering Requests

The last-minute event inquiry is the bane of all operators’ existence, but by utilizing high-quality prepared or speed scratch items, you don’t have to say no just because you don’t have the back-of-the-house staff needed to prep. An item like Molly’s Kitchen^® Spanakopita offers a two-bite appetizer that is sure to impress – and can be baked and served from frozen in under 10 minutes, for a quick and easy party add-on.

The Molly’s Kitchen Petite Quiche offers another speedy small bite that is great for breakfast and brunch events, and can be on the butler tray or in a chafing dish in 15 minutes. With four flavors per case, you can offer a variety of options without keeping tons of inventory on hand. Keep your freezer stocked with some of these essentials to cover you for on-the-fly events – or even for parties that under-ordered food, and are looking to add items to the menu at the last minute.  

Utilizing the right equipment for serving and holding food at your event (whether it is on- or off-site) will guarantee the integrity of the food you’re serving and protect you from food safety concerns. No one likes soggy french fries, so if you’re considering serving them off-site or to-go, utilize packaging that helps keeps them crisp, like our Monogram^® Fried Food Containers. You may serve your signature Buffalo chicken dip in a bowl for standard table service, but keeping it out of the temperature danger zone for an event likely requires a chafing dish with fuel.

Director of Culinary Scott McCurdy is an advocate for not serving dips in the traditional bowls with ladles. Not only can it get messy, but cross-utilizing things you likely already have on hand, like plastic shot glasses, allows you to get creative with the presentation of things. One of his go-to catering items is the Pacific Jade^® Pork and Textured Vegetable Protein Egg Roll, cut on a bias and skewered, then served balancing over a Monogram Translucent Soufflé Cup filled with Chef’s Line^® Korean BBQ Sauce. He says, “it keeps the egg roll wrapper crisp, and makes a lasting impression on guests!”

Creative Catering Ideas That Go Beyond Traditional Events

If your operation isn’t equipped with the space or staff to host large corporate parties or holiday events, you can still capitalize on this busy season by promoting party platters to go. From football tailgate packages to New Year’s Eve celebrations, there’s almost always an occasion for a platter of small bites or shared appetizers. Chef Jesse Moreno says that tapas-style menus and small bites can make a bigger impact, thanks to their ability to serve a crowd – plus, they provide operators a chance to get creative with on-hand inventory to produce unique menu items. 

Take a Molly’s Kitchen Italian Breaded Mozzarella Cheese Stick, and skewer it on a bamboo pick with a cherry tomato and basil leaf, for an elevated caprese skewer using a freezer staple. Or offer a platter of Molly’s Kitchen Beef & Cilantro Empanadas and Battered Elote Corn Bites  for globally-inspired finger food.

Upselling Event Add‑Ons to Increase Revenue

Event add‑ons also present opportunities to increase revenue and enhance guest satisfaction.
Ice-breakers or games can help fill awkward early moments at company parties, and one‑time investments in items like oversized tumbling towers or four‑in‑a‑row games can generate ongoing returns. Curated music playlists are another popular customization, and operators should feel confident charging for in‑demand enhancements that personalize the event experience.

Post‑Event Follow‑Up That Drives Repeat Business

Post‑event follow‑up is a simple but powerful way to build long‑term relationships. Taking notes on each event creates opportunities for personalization and continuous improvement. Sending a thoughtful message to the host after the event reinforces a positive experience and helps keep your operation top of mind. Many organizations choose to rebook the same venue year after year for holiday parties, awards banquets and corporate events after a successful experience.

Events can be complex and difficult to manage when not organized. Utilize our exclusive Special Occasion Planning and Promotions Timeline and Checklist, to be sure nothing slips through the cracks leading up to, or following, your events.