Guest experiences in contract catering: What’s trending?

Competition is fierce, guest expectations are high and technology is rewriting the rules. So, what does the future hold for guest experiences in contract catering? Let’s dive into the trends that shape what's next—and how you can stay ahead.

1. Digital-first dining: Convenience rules

With a huge risk of stating the obvious: Digital ordering and self-service is reshaping dining experiences in every food service industry, including contract catering.

• What’s changing: Apps and kiosks are essential tools for the guest experience in contract catering. Guests browse menus, customise orders, and make payments—all from their phones or a kiosk.

  
  

• Why it matters: Guest behaviours are shifting rapidly, with expectations shaped by seamless B2C experiences spilling over into the B2B world. Digital-first is no longer a nice-to-have; it’s a must-have for most restaurant establishments.

  
  

• What to consider when choosing technology: Choose solutions that prioritise speed and ease of use while integrating benefits and loyalty programs into every channel. This ensures a consistent experience for guests, wherever they make the order.

Imagine this: A guest skips the queue by pre-ordering their lunch via the canteen app, picks up the lunch, and pays using their company’s meal subsidy—all while earning loyalty points for their next meal.

2. Hyper-customisation is the new standard

Guests will always favour personalised and tailored experiences over generic ones. Offers that reflect both group and individual tastes and needs are the clear winners.

• What’s changing: Advanced guest data analytics enable caterers to predict preferences, create tailored meal plans, segment guests by interests, and send personalised offers. The B2B becomes B2B2C.

  
  

• Why it matters: Personalisation doesn’t just delight guests—it builds loyalty and secures repeat visits.

  
  

• What to consider when choosing technology: Customisation is essential. Look for a vendor capable of adapting to diverse sites, brands, individuals, and groups. Prioritise specialists in the guest experience rather than relying solely on POS providers for development.

Imagine this: A guest logs into your app and sees a voucher for their favourite meal, tailored to their dietary needs, calorie goals, or sustainability preferences. It could be a reward for frequent visits or a surprise perk from their employer.

3. Hybrid workplaces call for hybrid dining

With flexible working here to stay, catering must continue to evolve and meet the demands of a new workplace dynamic.

• What’s changing: Employees are splitting their time between offices, remote work, and satellite locations, requiring catering solutions that offer flexibility and mobility without compromising quality.

  
  

• Why it matters: Consistency across locations and convenient options for part-time or remote employees are critical to maintaining satisfaction and loyalty in a hybrid environment. Place the guest at the center and ensure the purchase experience remains consistent regardless of the location or ordering channel.

  
  

• What to consider when choosing technology: Ensure the platform supports a seamless experience across multiple locations, offering mobile-first solutions like pre-ordering, grab-and-go options, and delivery to satellite offices. Look for features that integrate subsidies and loyalty programs into all channels, ensuring employees have access to perks wherever they work.

Imagine this: An employee stops by a kiosk at a satellite office, scans their unique QR code, and purchases a snack using their company-provided subsidy. The app applies the same discounts and loyalty perks they receive at HQ, creating a consistent and rewarding experience.

4. Sustainability is non-negotiable

The environmentally conscious guest is here to stay, along with the growing rules and regulations around sustainability.

• What’s changing: Clients and guests increasingly expect locally sourced, plant-forward menus with transparent sustainability metrics, such as carbon footprints or waste reduction stats.

  
  

• Why it matters: Being green isn’t a trend—it’s a must for staying relevant and competitive in today’s market, and for saving the world we live in. Sustainability initiatives directly impact brand loyalty and client retention.

  
  

• What to consider when choosing technology: Look for solutions that support sustainability at every step, from tracking and reducing food waste with AI to enabling dynamic pricing for surplus meals. Prioritise solutions that integrate green practices across channels, such as offering plant-based meal options or a self-service marketplace for surplus food.

Imagine this: A guest orders a plant-based dish labeled with its low carbon footprint, redeems a discount on a soon-to-expire item via app, and feels good knowing the operation uses AI to minimise waste—all while contributing to a greener future.

5. Data as a superpower

Contract caterers who harness the power of data will lead the way in transforming guest experiences and operations.

• What’s changing: Unified platforms that connect payments, preferences, and feedback enable caterers to offer seamless, personalised experiences. Real-time data helps predict trends, adapt menus, and optimise workflows.

  
  

• Why it matters: Data-driven insights allow caterers to be proactive rather than reactive, helping them stay ahead of guest expectations while improving efficiency and reducing costs.

  
  

• What to consider when choosing technology: Opt for solutions that provide actionable analytics, allowing you to segment guests, forecast demand, and identify top-performing menu items. Ensure the platform can centralise data from multiple sources, making it easier to adapt quickly and optimise every part of the guest journey.

Imagine this: A guest receives a tailored offer based on their ordering history and dietary preferences. Meanwhile, the system automatically adjusts the day’s production plan to match real-time demand, reducing food waste and improving operational efficiency—all powered by data.

6. AI: Transforming contract catering experiences

A text like this can not be written without a section on AI. Artificial intelligence is a driving force shaping any industry, delivering smarter, more personalised, and efficient experiences.

• What’s changing: AI is enabling real-time data analysis to predict guest preferences, optimise menus, and reduce waste. From dynamic pricing to AI-powered meal recommendations, catering is becoming more intuitive and responsive to individual needs.

  
  

• Why it matters: AI allows caterers to operate more efficiently while delivering tailored experiences that guests expect. It’s a powerful tool for improving satisfaction, boosting retention, and aligning with sustainability goals.

  
  

• What to consider when choosing technology: Opt for systems with built-in AI capabilities or with a clear vision to implement such solutions.

Imagen this: Hi Acme contract catering AI-bot! I want to drive more traffic on Fridays to site B. Can you give me suggestions on promotions and groups to target?" And the bot gives you clear suggestions on offers and campaigns that drive loyalty and sales.