In today’s fiercely competitive market, it pays to make sure your food looks as good as it tastes
By Alexus Medina, Director of Product Management, Sabert
In the world of catering, first impressions are everything. Caterers who fail to showcase their best from the get-go will likely never have the opportunity to change that initial perception.
The pressure to stand out is intensifying as the field becomes more crowded. In the last five years, the industry has undergone a massive transformation, becoming a $72.7 billion market in 2023, according to Expert Market Research. Now, with new players entering and veteran caterers having to revamp their longstanding operations, that figure is expected to nearly double in the next eight years. By 2032, the catering industry is expected to be a more than $124 billion business annually, growing at around 6.2 percent each year until then.
Many foodservice providers struggle to keep pace. With organizations increasingly relying on weekly catering to lure employees back to the office, the stakes are high. Fail to deliver, and the chances of securing repeat business from that client are slim. There’s little room for error in today’s fiercely competitive landscape.
Now, more than ever, visual appeal in catering has become one of the most important aspects of creating a successful business. Research has proven that how foods are served or plated impacts people’s perception of their flavor. It also affects people’s subsequent food choices—whether they go in for seconds or become repeat customers. Caterers cannot afford to skimp when it comes to presentation and visuals; the cost of not providing a top-notch experience is massive.
Thankfully, caterers can take several steps to improve the visual appeal of their offerings without changing much about how they operate. Here are four ways to make any catering offering look better and, in turn, increase the likelihood of landing more repeat customers.
1. Let (the Right) Functional Packaging Do the Hard Work
Increasing the visual appeal of your catering offering doesn’t require a complete menu overhaul. Simply choosing food packaging that combines function and design will help showcase your food at its best. Some packaging providers have options, like Sabert’s Catering Pop-Top, designed with compartmented bowls to easily separate food and prevent cross-migration. Further, having a clear, fold-back lid can keep foods fresher longer (either indoors or outdoors) while allowing the delicious food you worked so hard to make to pop visually.
2. Prioritize Secure Transportability
How food makes its way from the kitchen to the customer greatly impacts how it looks upon arrival. By not packing food in secure, stackable packaging or putting the wrong foods in the wrong containers, caterers risk ruining all the effort put into visual appeal. By prioritizing transportability with food packaging, caterers can ensure food looks the way they want it to after the delivery is complete.
3. Diversify Visuals with Seasonal Updates, Specials and Limited-Time Offers
Providing the same food options for catering year after year or month after month gives customers a consistent experience. However, varying visual appeal with specials and seasonal menu items gives customers a reason to come back and try something new—and allows caterers to upsell. Even the most visually appealing foods can become repetitive. Offering limited-time-only items is a great way to create excitement for future offers while building demand with perceived scarcity.
4. Create a Visual Feast
The impact of clear packaging on food perception is a vital aspect of catering that can elevate the dining experience. Clear packaging isn’t just a protective cover for food items; it serves as a window that influences consumer perception. When customers see the actual product inside the packaging, their senses are immediately engaged. Moreover, clear packaging allows caterers to showcase the composition of their dishes. The color, texture and layering of food play into the overall appeal, often enticing the customer before they’ve even taken a bite. Clear packaging can reinforce your commitment to quality and contribute to a positive food perception that aligns with customer expectations.
Standing out in today’s competitive catering industry requires more than providing the most delicious food. It needs to look as good—and, in some cases, better—than what an in-restaurant experience can provide. Working with a packaging provider who understands the latest trends in food design and visual appeal can go a long way in maintaining and growing any catering offering.
ABOUT THE AUTHOR
Alexus Medina is director of product management at Sabert Corporation, a global leader in innovative and sustainable food packaging solutions. In her role, she works with customers to create a suite of packaging options to suit their foodservice needs.
For more information, visit sabert.com.
