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2024 Restaurant Catering and Events Study: 39% Of Diners Prefer To Place Catering Orders in Person

Tessa ZuluagaAuthor

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Toast | BUILT FOR RESTAURANTS

Smart restaurant owners know that success isn't just about filling tables. In 2024, it's about finding new ways to share your menu offerings with new guests. Catering and events offer exactly that: a natural extension of your kitchen's capabilities that can significantly boost your bottom line and attract new customers.

But what are diners actually looking for when it comes to restaurant catering? To answer this question, Toast conducted a blind survey on these topics, and this article delves into the data points behind what diners are thinking.  

Join us as we explore how these insights impact both diners and restaurateurs in 2024. 

Quick insights:

  • 37% of respondents think weddings are the best events to be catered

  • 58% of respondents say food quality is the most important factor to consider when choosing a catering service

  • 34% of respondents think birthday parties are the best private event to host at a restaurant

  • When choosing a restaurant to host a private event at, 37% of respondents say that food and drink are the most important factor

  • 41% of respondents consider ordering catering for Christmas as opposed to other winter holidays

  • 39% of respondents prefer to place catering orders in person

  • 54% of respondents prefer buffet-style catering the most

  • 49% of respondents go to Google first to find a caterer for an event

  • Over 45% of respondents have discovered a restaurant through a catered event AND dined there since the event

  • 36% of respondents choose to receive their catering order via delivery, with everything taken care of by the company including service

Restaurant catering and events data 

Ready? Let’s dive in.

Respondents are most interested in wedding catering and birthday party private events

What kinds of events should your restaurant be focusing on? Our survey reveals that catering for weddings and hosting birthday dinners are the top opportunities for restaurants looking to grow their offerings. Let’s explore the data and how you can leverage these insights to attract more bookings.

Catering

Our data shows that weddings are the most popular events for catering 37% of total respondents favor them—particularly among women, where this preference rises to 44%. Menlean toward family gatherings at 34% –Maybe they just want someone else to deal with Aunt Maria's dietary restrictions.

Corporate events rank third overall at 26%, while holiday celebrations trail at 9%. Clearly, offering different catering size options on your menu is important. While large-scale options are essential for weddings and corporate functions, smaller packages should be available for intimate family gatherings and holiday celebrations.

Private events

When it comes to restaurants, 34% of respondents think birthday parties are the best private event to host at a restaurant. B-day celebrations were followed by holiday parties (23%), engagement & wedding-related parties (20%), work parties (17%), and retirement parties (6%).

To capitalize on these preferences, restaurant operators can promote packages tailored to each occasion. For example, offer fun birthday desserts, festive holiday decor, or personalized engagement and wedding party themes. Collaborating with event planners, especially around the holidays, can further boost visibility. Advertising your space layouts and amenities, and showcasing each event type on social media can also attract more customers. 

For both catering and private events, one thing stands out: high-quality food

What other elements make an event truly memorable? 

Let’s explore the full list of what matters most to guests and how your restaurant can exceed their expectations.

Private events

Let's face it, no one wants to attend an event where the food is more 'meh' than memorable. When choosing a restaurant to host a private event, 37% of respondents said that food and drink are the most important factors. Restaurant operators can leverage this insight by crafting private event menus that showcase the most innovative and high-quality dishes. 

Beyond taste, overall experience and price matter greatly. Venue ambiance (24%) and pricing (21%) are the next most important considerations. Creating an inviting space that compliments your food and beverage programs is key. First impressions matter, and nobody wants to feel like they're eating in a corporate conference room. Think strategic lighting, comfortable seating arrangements, and stunning decor that leaves an impression. Additionally, transparent pricing strategies that offer clear value can help win a customer’s heart. 

Catering

On the catering side of things, 58% of respondents say food quality is the most important factor to consider when choosing a catering service. To meet these expectations, restaurants should focus on sourcing high-quality ingredients and maintaining consistent preparation. Consider implementing quality control measures and using recipe cards. Quality control can be the difference between 'Instagram-worthy' and 'instantly forgettable'. Choose wisely. 

Menu variety is another key consideration. About 18% of respondents highlighted the importance of diverse options, indicating that guests value options. Consider developing different menu packages that offer a wide range of options, including vegetarian, vegan, and customizable selections. The good news here is that clients are clearly willing to invest in quality and variety as only 12% prioritize price.

While less prominent, customization (8%) and presentation (less than 5%) offer unique opportunities for differentiation. Restaurants can set themselves apart by creating flexible options that allow clients to personalize their menus. An aesthetically pleasing food presentation could also become a distinctive marketing tool to help generate social media buzz. This is especially true, as past Toast data shows that 84% of respondents prefer to see photos of food and drinks served on a restaurant's social media page.

About 54% of respondents prefer buffet-style catering the most. The second most popular choice was family style with only 15% of respondents. This strong preference suggests that operators should optimize their buffet setups. This could involve designing efficient layouts that facilitate smooth guest flow, creating visually appealing food stations, and ensuring that buffet options maintain high culinary standards. Family-style service, while less popular, could be positioned as a premium or intimate option for smaller, more specialized events.

Guests prefer to place catering orders in person 

Now that we’ve explored the events and factors guests most often turn to restaurants for, let’s dive into how they prefer to place catering orders in 2024. 

Catering

Turns out respondents are keeping it old school in 2024 as 39% of respondents prefer to place catering orders in person. However, preferences vary significantly by age group. 

Guests ages 25-34 lean toward online ordering, with 40% opting for digital platforms over the 30% who prefer in-person interactions. Surprisingly, Gen Z bucks the trend –51% prefer to order in person, while only 24% favor online options. Meanwhile, patrons aged 35-44 fall somewhere in the middle, with 39% choosing in-person and 36% going online, while just 17% prefer the phone. Older guests, overall, show a strong preference for in-person orders.

What does this mean for your restaurant? Be prepared for walk-ins to ask your hosts and servers about catering options. Keep physical copies of your catering menu readily available at the host stand, and consider adding signage near the entrance to spotlight your offerings. These small but thoughtful touches can help you capture guests’ interest and convert foot traffic into catering customers.

For those online users, ensure your website is up to date with your latest catering menus, policies, and hours. Toast’s fully customizable and integrated website builder allows for automatic, real-time updates across digital menus, online ordering, POS, and more. Learn more here.

Now, let’s talk delivery. Our data shows that 36% of respondents choose to receive their catering order via delivery, with everything taken care of by the company including service. Guests clearly highly value convenience and seamless service, with caterers handling everything from setup to cleanup. 

The second most popular option, chosen by 34%, is delivery with setup but no service, followed by 20% who prefer simple drop-off delivery, and only 10% opting to pick up their orders themselves. Guests aren’t just ordering catering, they’re ordering a stress-free experience. Because who has time for another battle with folding tables?

For restaurant operators, these insights highlight an important opportunity to enhance your catering program and meet guest expectations. Offering full-service catering can be a key differentiator, particularly for larger or more formal events where customers want to feel fully supported. Setting up a dedicated team for catered events can help you meet this demand while creating new opportunities for your staff.

Make sure to highlight your ability to handle full-service catering through your website, social media, and in-restaurant signage. Use visuals to showcase how effortless events can be when hosted with your restaurant’s help. Lastly, collect feedback from customers. Use insights to refine your delivery, setup, and service offerings, ensuring you’re always aligned with guest expectations.

Respondents are discovering new restaurants through catered events

How are guests finding new restaurants that offer catering services? Let’s explore the data behind restaurant discovery and outline ways your business can stand out.

Catering

To start, nearly half (49%) of respondents turn to Google as their first stop when searching for a caterer. Following that, 27% rely on word of mouth, 13% consult review sites, and 11% look to social media. 

Preferences here vary by age group. Gen Z stands out as the only group that prioritizes social media for discovering caterers, with 30% naming it as their top choice. On the other hand, only 10% of guests aged 35-54 and less than 4% of guests over 54 use social platforms for this purpose. Older guests lean heavily on word of mouth (40%), proving that Grandma’s network is undefeated.

With this being said, Search Engine Optimization (SEO) best practices are essential. Try to incorporate catering-specific keywords into your website as much as possible to rank high on Google’s Search Engine Results Page (SERP). It’s also important to claim and optimize your Google Business Profile. The more detailed and accurate your profile, the higher your chances of appearing in local searches.

The word-of-mouth data comes as no surprise as we already know from Toast that offline channels like word of mouth (24%) and foot traffic (17%), were cited as better ways to find out about new restaurants. This data leads us to believe that, although there are resources available online, customers trust other customers the most. The best way to ensure your restaurant gets the word-of-mouth attention it needs is to provide the best guest experience possible. If you give guests at least one thing to remember, whether it’s hot food, friendly staff, or great pricing, they’ll spread the word about your restaurant’s catering.

Here’s a reason to feel optimistic: Over 45% of respondents have discovered a restaurant through a catered event and returned later to dine there. Even better, an additional 17% have discovered restaurants through catering but haven’t yet made it in, leaving plenty of potential for future visits. If you’re looking to reach new customers consider incorporating catering into your revenue streams. 

Get started with catering and events today

By showcasing your food at catered events, you’re giving guests a taste of what your restaurant has to offer, creating a memorable first impression that can lead to repeat business.

If you haven’t already, now’s the time to make catering and events key parts of your strategy. Consider offering a range of packages that highlight your most popular dishes and make the ordering process seamless. The next catered event you book might just fill your dining room with new regulars. And Toast is here to help. Whether you need longer lead times or larger minimums, you can fully customize a catering online ordering solution to fit your needs - with advanced features like custom branding, special menus, and shared carts. Get started here today. 

Survey methodology 

Toast conducted a blind survey on this topic of 850 U.S. adults ages 18 and older on November 12, 2024. Respondents were not made aware that Toast was fielding the study. All respondents indicated they have catered an event or been to a catered event. Using a standard margin of error calculation, at a confidence interval of 95%, the margin of error on average is +/- 3 - 5%.

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