_{At ezCater, we’re dedicated to helping restaurants grow a successful catering business. That’s why we’re excited to share this video series featuring insights and lessons from industry experts behind thriving catering programs.}

If your restaurant wants a bigger slice of the $64.8 billion catering market, it may be time to get serious about breaking into market segments with huge revenue potential. As more people order catering for different work and social occasions, the demand is fueling the growth of catering segments across the board, which means that restaurants have a chance at making big money. 

In this video, Jennifer Parker, Founder of Impact Brands, shares ways to reach new catering segments to capture more profits. Tune in to learn how to identify and break into the right market segments for your brand, and leverage data to expose your business to the full spectrum of the booming catering market.

Video Takeaways:

• All market segments could potentially be right for your brand, depending on what stage your business is at, says Jennifer Parker. To figure out which segments to pursue, look at where you can solve “unmet” customer needs and where you have a competitive advantage.
• To grab a new market segment, it’s important to develop an integrated approach that uses multiple channels, like digital marketing and direct mail, to market to specific groups of catering customers. 
• Analyze your business’s sales data to spot new catering opportunities. For instance, if the numbers show that you’ve tapped out the pharmaceutical segment, maybe it’s a good time to grow your business with other B2B catering segments.

Jennifer Parker is Founder of Impact Brands, where she drives effective marketing, sales, and off-premises strategies for clients. With more than 20 years of experience in the restaurant industry at companies including Jamba Juice and Zoës Kitchen, Jennifer is an expert at helping restaurants grow revenue.