Why This Missed Opportunity Could Be a Game-Changer for QSRs

Catering has quietly become one of the highest-value growth opportunities in the quick-service restaurant (QSR) industry. While brands have long focused on walk-in traffic, delivery, and digital ordering, catering offers a unique blend of high-margin transactions, operational efficiency, and brand reach. For franchisees and corporate teams alike, it represents a rare win-win.

But despite its potential, catering often goes under-promoted, especially at the local level. Without simplified marketing tools, franchisees struggle to activate advertising campaigns that support catering growth. That needs to change.

Why Catering Matters in QSR

Several leading QSR brands have already recognized catering as a key revenue driver. Panera, Chipotle, Jersey Mike’s, and Noodles & Company are just a few examples of chains investing in catering infrastructure and promotion. Here’s why:

• Larger Check Sizes and Higher Margins

  • Catering orders are typically larger in size and yield more margin per order than individual transactions. With fewer service touches and bulk preparation, the operational cost per item drops while revenue increases.

• Operational Efficiency

  • Catering allows stores to fulfill high-volume orders during shoulder periods or off-peak hours, maximizing kitchen productivity and labor utilization.

• Brand Exposure to New Customers

  • Each catering drop can reach 10, 20, or even 50 people—many of whom may be experiencing the brand for the first time. It’s a powerful acquisition moment.

The Local Advertising Gap

Despite these advantages, many franchisees lack the tools to market catering effectively. Common challenges include:

• Limited access to catering-specific creative and messaging
• No ability to target the right audience radius for local delivery
• Complexity in launching and managing campaigns per store

These barriers leave catering reliant on word of mouth and organic discovery, a far cry from the strategic promotion it deserves.

Unlocking Catering Growth Through Local Media Activation

QSR brands that enable store-level advertising for catering see the biggest gains. Here’s what that looks like in practice:

• Pre-built, brand-approved creative that highlights catering options
• Geo-targeted campaigns that match each location’s service area
• Simple setup and funding processes for franchisees
• Real-time performance data by location

When these systems are in place, franchisees can launch catering promotions confidently and consistently, driving both revenue and customer acquisition.

Conclusion

Catering isn’t just an add-on, it’s a strategic growth lever. But to fully unlock its potential, QSR brands must give franchisees the tools to market it locally.

The solution isn’t more complexity. It’s simplification: a connected, brand-safe platform that makes local media activation easy.

For brands and franchisees alike, the rewards are on the table. It’s time to serve them.

Ready to maximize what your team can achieve? Contact us to learn how Hyperlocology can help you do more with less.

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