In this episode of Restaurant Catering Smarts, Michael Attias welcomes Jenn Saunders-Haynes, Owner & Chief Catering Strategist at Elizabeth Jewel Consulting.
Jenn shares why the three P’s—Packaging, Process, and Profit—are the foundation of catering success. From avoiding the trap of copying your full restaurant menu, to choosing functional packaging that protects food quality, to building systems that scale without chaos, she brings decades of hospitality and catering expertise to the conversation.
Michael and Jenn also dive into the importance of data over gut instinct, how to leverage third-party platforms as marketing tools (not your main revenue stream), and creative grassroots ways to grow catering even without a sales team.
Packed with practical insights—from menu design to packaging hacks, sales strategies, and leadership alignment—this episode is a must-listen for anyone ready to move beyond “random acts of catering” and build a profitable, scalable program.
Restaurant Catering Smarts is sponsored by CaterZen Catering Software.
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✅ Packaging Before Branding: Functional packaging protects quality—then add branding touches like seals and stickers.
✅ Process Creates Freedom: Standardized systems for menus, proposals, and delivery keep catering consistent and scalable.
✅ Profit Starts with Data: Use sales and product mix data to guide decisions, not just feelings.
✅ Marketplace as Marketing: Platforms like Easy Cater should supplement, not drive, catering revenue.
✅ Sales Mindset Matters: Catering is about relationships—train your team to act like hunters, not order-takers.
✅ Grassroots Growth: Even without a sales team, designate in-store “catering ambassadors” to connect with groups and offices.
✅ Align at Every Level: C-suite to shift leader—all teams must understand and support catering priorities.
✅ Tech and AI as Multipliers: The right systems streamline operations; AI can help organize and brainstorm, not replace strategy.
✅ Fractional Expertise: Consultants bring alignment and focus without needing full-time hires.
🔹 “You should not take your entire menu and put it on a catering platform—it creates mass confusion and quality issues.”
🔹 “Branded packaging is beautiful, but functional packaging comes first.”
🔹 “Processes create freedom. When everything has a system, you can scale without chaos.”
🔹 “Data, not feelings—that’s the foundation of catering growth.”
🔹 “Third-party platforms should be treated as a marketing tool, not your primary sales driver.”
🔹 “Catering is a relationship business. Salesy doesn’t work—it has to be mutually beneficial.”
🔹 “Every restaurant has that one person who greets guests by name—that’s your catering ambassador.”
🔹 “You can’t be half-pregnant with catering. You’re either in or you’re not.”
