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How to create a marketing plan for your small business - build a brand, target customers and set prices that will maximise sales.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

Outside caterer sector trends

(last updated July 2023)

What has been happening in the catering sector

The catering industry as a whole is traditionally one of the first industries to feel the effects of a change in economic conditions. As a non-essential luxury, expenditure on outside catering suffers during periods of recession, when most people cut back on their spending. During these periods, demand for wedding catering is likely to be most resilient as people continue to get married, although consumers may opt for cheaper menus, do their own catering, and/or reduce the number of guests attending the celebration, while demand for dinner party catering is likely to suffer most.

Unfortunately the whole economy closed down at various points as a result of the pandemic. Weddings, christenings and other events where groups of people come together were postponed or scaled back. The war in The Ukraine and the effects of Brexit have also caused food prices to increase sharply. People are reducing their spending on non-essentials and luxuries, while parties and events have been scaled down and held less frequently.

Businesses too are looking to make economies, and corporate hospitality was one of the first things to be axed. There is still demand for good, well run catering businesses, but they had to work harder than ever to compete and succeed. Although inflation is gradually been brought under control, businesses and individuals continue to be cautious with their spending and to seek out good value when they did spend their money.

It's expected that the food service sector will be less buoyant and profits are likely to suffer because of reduced sales and increased food costs for the foreseeable future. Other things that are likely to reduce profitability include the need to keep prices down to remain competitive, the increases in the minimum wage and living wage and the expected reduction in hospitality staff coming to the UK from the remaining EU countries, with managers forecasting higher wages and a skills shortage in the hospitality sector.

The large supermarket chains have greatly expanded their ranges in recent years and foodstuffs that would have been rare in Britain five or ten years ago are now commonplace. The outside catering market has responded by offering more exotic ranges. The variety of dishes offered for knife and fork meals is greater, and meals are more imaginative and more like those found on a restaurant menu. The dinner party catering sector has become increasingly important in recent years as people have found themselves with less time on their hands to cook.

Allergy information regulations introduced at the end of 2014 mean that caterers must by law provide diners with information about any of 14 specified food allergens if these are used as ingredients.

Keeping up to date with developments

Joining a trade association is an excellent way of staying up to date with developments in your industry. The catering industry is well represented by several associations, including UKHospitality. You can contact the BHA through their website.

The Institute of Hospitality (IoH) also represents the catering industry as a whole - find out more about the services and support they provide for their members on their website.

The Nationwide Caterers Association (NCASS) represents various different types of caterer, including outside catering specialists. They produce a quarterly newsletter for members. There's a huge amount of helpful advice, news and information on the NCASS website.

Subscribing to a trade journal is another excellent way of staying up to date. The weekly journal The Caterer contains a wealth of articles and features of interest to businesses in the food industry. Visit their website to find out more.

Trade Shows

You can get a lot of useful information by visiting a trade show or exhibition for the catering industry. The Exhibitions UK website includes details of forthcoming exhibitions in many different industry sectors.

Related content for outside caterers from across the Donuts

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