For some restaurants, it’s not just the food that draws customers in — it’s the experience. The decor, presentation, and customer service all combine to create a certain kind of magic. But can that magic travel beyond the four walls? For Tatte, a Boston-based brand with a fiercely loyal in-person following, the answer is yes.

ezCater’s Michelle Smart sat down with Tatte’s founder, Tzurit Or, at the Food on Demand conference to unpack how the brand successfully expanded into corporate catering with ezCater. 

If you weren’t able to catch the session live, we’ve got you covered with our on-demand webinar, Scaling an Irresistible B2B Offering. Here are Tzurit’s top tips — plus timestamps — to help you build a catering program that keeps customers coming back for more.

Turning meals into meaningful moments

Once reserved for holiday parties and company events, workplace catering is now part of everyday moments: team bonding, training sessions, and even employee birthdays.

With this shift comes a renewed focus on the emotional connection we have with food — a connection Tzurit believes is the secret to converting in-house diners into loyal catering customers.

“Tatte customers, and I’m sure other companies’ customers, are very emotional about Tatte and about our food. They get emotionally connected to a sandwich, or a plate, or a store,” she adds (timestamp: 25:08).

So, how do you replicate that emotional connection through catering? Here’s what should be top of mind when translating the experience inside the four walls of your restaurant into a B2B offering.

Tip 1: Invest in packaging that creates the right presentation and then test, test, test

First impressions count, and when it comes to food for the workplace, packaging can make or break the customer’s experience.

That’s why Tatte’s catering boxes were meticulously designed to be white and clean, letting the food take center stage. But presentation is only part of the experience. Practicality matters, too. Aside from the aesthetic, Tatte boxes were custom-designed with accessibility and durability in mind. 

“You have to test if your guests can open it, if they can close it easily, if it’s easy to take a sandwich or salad out,” she describes (timestamp: 39:29). “You have to simulate that you have an order and try to serve it and try to enjoy it.” 

Transport from the restaurant is another crucial step. “You have to drop it, you have to drive somewhere, and test bumps in the road,” Tzurit advises (timestamp: 38:47).

All those details add up. When done right, great packaging becomes a gateway to repeat business. After all, 47% of people who first try a restaurant through an employer-provided meal later become direct customers — and the quality and presentation of the food are key.

Hear how Tzurit perfected the iconic Tatte box design.

Tip 2: Understand customer preferences so you can build a desirable catering menu, but never sacrifice quality in the process  

One reason Tatte customers forge such deep connections to their favorite menu is because 90% of the menu hasn’t changed since 2012. 

So, for Tzurit, it was essential to include the menu items her customers couldn’t live without, but never at the expense of quality. She advises that if you know a beloved item simply won’t travel well, don’t force it. 

 “I would never compromise on a product. So even if something is very loved, but it’s not traveling well, or it’s not going to get to you well because I cannot figure out packaging for it, I would not put it on the menu,” Tzurit explains (timestamp: 25:57). “If you have this incredible bread or rolls, and they will get soggy or wet, I would not send them.”

The goal is consistency: items should look and taste just as good when they arrive to your customers as they did leaving your kitchen line.

“You just want [customers] to open and place it on the table, and you just want them to be successful,” Tzurit adds (timestamp 19:44). “They trust you, they rely on you to do the work … The food is great, the packaging is great, but none of that matters if they don’t trust us.” 

Learn how to craft a winning catering menu.

Tip 3: Keep your catering efforts separate, so you don’t hinder in-house operations

Lastly, remember that you don’t want your catering operation to negatively impact your brick and mortar dining experience. Consider taking a page from Tatte’s playbook, which keeps its catering business separate from its cafés. 

Kay Ryder, VP of Ops Services & Technology at Tatte, explains that Tatte takes more of a hub approach. “We have a couple kitchens in certain markets that can cover a different radius. So they have a different point of sale, a different kitchen system, a different quality check system.”

Watch the webinar for more helpful in-house operations tips.

Unlock insider tips for B2B catering success 

To win over catering clients, you need to do more than just serve good food, you need to tap into customer emotions, understand their expectations, and earn trust with packaging and menu items that impress. 

Don’t miss out on Tzurit’s expert advice for creating an irresistible catering offering — or the audience Q&A session — watch the on-demand webinar today.