Specialization makes catering industry more palatable

In keeping with the quality of life we all enjoy, when Americans get together to work or play, we like to have food. But our busy lives often prohibit us from taking the time to prepare it ourselves. Enter the caterer.

Catering is a big business in this country. Industry data indicate there are nearly 40,000 catering businesses in the United States, not including the many restaurants that cater as well as operate one or more locations.

In Missouri alone, the data include more than 500 catering businesses — a good many considering our size. The industry employs nearly 140,000 workers nationwide. In 2005, the industry revenue was more than $5.9 million.
For consumers, the good news about the catering industry is that more and more, caterers are working hard to play to our individual tastes. Gone, for the most part, are the cold sandwiches in boxes with the obligatory apple and chips. You can still get that, but the choices these days are more diverse, more enjoyable and frankly, more comfortable. Instead of going to restaurants to enjoy great food, consumers now want great food to come to them.

According to experts in the industry, one of the big trends in the catering business is providing food for the soul — comfort food that reminds us of the flavors of home. This trend appeared after the attacks on Sept. 11, when customers began to demand food that was nurturing, wholesome and down-to-earth. They wanted to be reminded of a good meal shared with friends and family. Caterers saw resurgence in tastes for classic, patriotic, American foods like soups, gumbos, potatoes, meatloaf, macaroni and cheese and rich desserts. Family-style meals, served in homey dishes with basic presentations, also became popular.

On the other end of the spectrum are customers seeking sophisticated international fare because of the prevalence of world travel. This is more common in larger metropolitan areas where ethnic chefs can make a good living providing catered meals based on their national cuisines.

In terms of ingredients, organic foods are gaining in popularity. One needs only to examine the success of the Whole Foods Market chain to witness the growth in this industry. While going organic is nothing new for some people, for others, sustainable, non-engineered, pesticide-free foods are the next big thing. The organic foods industry has grown more than 20 percent a year for the last several years and shows no signs of slowing down.

Experts in the catering industry tell us that the growth in the preference for organic foods out of concern for health and the environment, coupled with media like the Food Network and countless food and whole health publications, make event planners and consumers more aware of the organic option.

Like many other industries, one of the greatest challenges in the catering business is finding and keeping reliable staff — both chefs and kitchen personnel. Another problem for those in this industry is remaining competitive amidst ever-growing competition.

One of the ways some caterers are setting themselves apart is by offering not only great food but also great experiences. Some are going into the theme party business, supplying culinary choices to fit a certain experience in addition to centerpieces, linens and decorations. For those who don’t want to do it all themselves, there is the option to partner with a reputable rental business and then pass that cost on to the customer. Another niche some caterers are finding profitable is to partner with area bed and breakfast establishments to create special gatherings for customers or for other groups in the area using the B&B for a meeting or unique retreat.

Catering is an industry with a bright future. Given the busy way we live, the value we place on time given to other pursuits and the increasing demand for something new and different, it’s clear that caterers who can deliver good quality with flair will have increasing opportunities. v

Mary Paulsell is director of operations at the University Center for Innovation and Entrepreneurship. Her e-mail address is [email protected].