People often think that a successful catering concept relies solely on a wide and high-quality range of food and an attractive price. However, these factors only constitute two links in a much more complex process. Certainly, a good selection and a reasonable price are important, but if guests have to queue with their trays in a bare cafeteria where the atmosphere is uninviting, they will eventually look for other places to eat.
1. Ensure a smooth flow
A poorly planned free flow that tries to guide a large number of people in a short amount of time can quickly resemble a subway station during rush hour. That's why it's crucial to conduct a thorough flow analysis and adjust the design to make the flow as seamless as possible. Standing in line with your tray is not a good start to a meal, no matter how delicious the food is.
2. Separate fast movers and slow movers
Due to time constraints and generational shifts, more and more "fast movers" (snackers) are coming to our restaurants. These guests want to quickly move through the self-service area, creating a hectic atmosphere for other patrons. It is important to separate the flow of "slow movers" (lunchers) and "fast movers" (snackers) as much as possible. Our goal is always to get the "fast movers" in and out as quickly and easily as possible – because that's what they want most.
3. Avoid unnecessary stops, "counter hopping," and queues
A restaurant where you have to stop immediately upon entering to grab a (often damp!) tray is perceived as a cafeteria by our brains! If you then have to line up at several counters to assemble a complete meal, it becomes difficult to talk about 'customer experience.' The overall experience will detract from the quality of the food.
4. Offer tailored to employees
It is essential to have a clear understanding of the people working in your buildings. Ideally, the food selection should be tailored to them. Your buildings house employees aged 20 to 65, men and women, with unique personalities, habits, and expectations when it comes to food. Knowing "who is in the house" is our starting point for determining a suitable offering. Based on this knowledge, we create different comfort zones for various types of consumers and even try to entice those who have always brought their own lunchboxes.
5. GEN Y & Z ready
Within five years, Gen Y will likely make up the largest portion of your workforce. This generation has a completely different way of consuming food. This means that the current traditional offerings will need to evolve significantly to meet the desires of these new employees. Guilt-free, fast, digital, offering more choices throughout the day, environmentally and socially conscious, healthy, clear, flexible... these are just a few of the trends that will accelerate due to Gen Y's influence.
6. Opt for choice over daily variety
With the rise of Gen Y & Z, the concept of a rotating daily menu will need to change. This new consumer often doesn't know in advance what they want to eat and expects a wider range of choices. These choices don't necessarily have to change every day, as they may wonder why they can only have tomato soup on Wednesday if they crave it on Tuesday and might want it again on Thursday. Remember that Gen Y & Z are accustomed to getting what they want immediately.
7. Flexibility is a must
With the upcoming generational shift, a constantly changing world, and an unstable job market following the War for Talent, the large-scale remote work experiment during the pandemic, and its economic consequences, it is inevitable that classic catering solutions will no longer suffice. We must develop solutions that are smaller in scale, modular, recyclable, and adaptable to an unpredictable future.
In conclusion, the key to creating a successful catering concept in today's dynamic world lies in understanding and adapting to the evolving needs of a diverse workforce. By ensuring a smooth flow, separating fast and slow movers, avoiding unnecessary stops, and offering tailored choices for all employees, catering services can significantly enhance the overall dining experience. As the workplace continues to change, flexibility and adaptability will be essential in meeting the expectations of both current and future generations, ensuring that corporate catering remains relevant and appealing in the years to come.
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