How To Modernize the Catering Tech Stack

Step 1: Assess Your Catering Program’s Maturity

One of the most talked-about sessions this year was Olo's “The Catering Maturity Curve: Where Is Your Brand on the Journey to Growth?” (Olo). This framework helps operators evaluate whether they are:

• Beginner (Phase 1): Sporadic, phone-based catering orders with little visibility or measurement

• Building (Phase 2): Growing volume, but reliant on disconnected systems and manual dispatch

• Developing (Phase 3): Marketplace-dependent, sacrificing margin and guest data

• Established & Advanced (Phase 4–5): Fully integrated technology, first-party ordering, proactive marketing, and dedicated catering leadership

   

DeliverThat Solution: We support operators at every stage. Our ordering-integrated order injection removes duplicate entry for early programs, while our delivery orchestration platform and CRM-ready data help advanced operators shift away from marketplace dependency and achieve scalable growth.

Step 2: Streamline Disjointed Workflows

Early-stage catering programs often deal with manual fragmentation — duplicate order entry, missing details, and managers pulled away from operations to coordinate drivers. These inefficiencies create inconsistency and raise labor costs.

DeliverThat Solution: Push catering orders directly from your catering management system (such as MONKEY) into DeliverThat’s nationwide driver network. Orders are automatically routed and tracked, freeing managers to focus on hospitality, upselling, and team performance instead of dispatch management.

Step 3: Reduce Labor Burden and Execution Risk

Catering is highly profitable — but only if it doesn’t overextend staff. Operators are reevaluating staffing, inventory, and routing to support bulk orders without inflating labor cost.

DeliverThat Solution: Delivery Orchestration automates driver scheduling, provides real-time tracking, and delivers setup photos back to the store.

The result:

• Lower labor hours spent coordinating deliveries

• Reduced risk of missed or late orders

• Less stress on managers and staff — improving retention

Step 4: Escape the Marketplace Drain

A major off-agenda conversation at FSTEC 2025 was marketplace fatigue. While marketplaces allow for high AOV and are a powerhouse for discoverability for brands early in catering maturity, they come at high cost:

• Commission fees of 15–30% erode profit margins

• Price parity clauses limit flexibility to adjust pricing

• Loss of guest data hinders loyalty and repeat orders

• Reduced control over presentation risks guest experience

DeliverThat Solution: We power direct catering delivery so restaurants can protect margin, retain guest data, and control brand presentation. Many operators now treat marketplaces as an acquisition channel only, then migrate those guests to direct, higher-margin ordering.

Step 5: Build Flexibility with Hybrid Delivery + Centralization

Even well-staffed brands cannot cover every daypart or demand surge. The most resilient programs adopt hybrid delivery models:

• In-house drivers serve VIP or high-value accounts

• Professional third-party partners cover overflow and seasonal spikes

• Technology ensures visibility and consistent execution across both

DeliverThat Solution: Why is a delivery management system with a fleet encouraging in-house delivery? Meeting restaurants where they are is key to our partnerships. Our platform is built for centralizing catering delivery, giving operators a single source of truth for order tracking, delivery notes, and performance reporting — whether fulfilled in-house, by DeliverThat, or another DSP.

Step 6: Invest in Technology That Moves the Needle

Operators now demand fast ROI, labor savings, and measurable guest experience improvements — not tech for its own sake or trend.

DeliverThat Solution: We quantify impact through

• Labor hours saved per week

• On-time delivery rates (98%+)

• Repeat order frequency driven by consistency

• Margin improvement from reducing marketplace reliance

Why 2025 Is the Moment to Modernize Catering Delivery

The most advanced programs already run near-zero manual orders, fully integrated delivery management, and CRM systems that distinguish catering guests from everyday diners. They report:

• Higher average order values

• Lower labor costs per catering order

• Measurable gains in repeat business

   

Bottom line: Catering technology is not just an operational upgrade — it’s a growth strategy. DeliverThat helps restaurants progress along the catering maturity curve, automate execution, and protect profit by giving operators complete control over fulfillment and guest experience. Brands centralizing catering delivery with DeliverThat see upwards of 60% savings on delivery fees and marketplace commissions, and 30 minutes per day back to front of house managers.

Curious how this works in practice? Book a consultation with our team to discover how DeliverThat will enable profitable growth to your catering program.