Food subscriptions: Loyalty for B2B catering

The way we buy products and services is changing. Today, convenience, personalisation, and community are some of the driving forces behind customer decisions.

One model thriving in this landscape is subscription services, which have become more than just a trend - they are shaping the future of customer relationships and business growth.

The global subscription economy is projected to reach $1.5 trillion by 2025, up from $650 billion in 2020. Statistics from the US market show that millennials lead the way with an average of 17 entertainment subscriptions.

This model shows no signs of fading anytime soon, and today, it’s common to subscribe to everything from entertainment and fashion to health and wellness. The Food & Beverage industry is no exception and there are many wins to make.  

• A single subscriber is worth over three non-subscribing customers to a Food & Beverage brand.[The secret lives of subscribers]
  
  

• Subscribers generally place more orders than non-subscribers. For instance, food and beverage subscribers average 4.39 orders compared to just 1.62 for non-subscribers. [100+ Subscription Statistics for 2024]
  
  

• 55% of restaurant goers are part of a restaurant loyalty program and 48% want to see more restaurants offering subscription programs.[Mintels Foodservice Loyalty report]

  
  

Why offer food and beverage subscriptions in contract catering

Subscription services are gaining popularity in contract catering, offering a familiar way of making purchases. These models create predictable, recurring revenue while driving loyalty, especially among Gen Z, drawn to convenient, personalised services. By focusing on subscription-based options, caterers can tap into modern consumer preferences.

Convenience for guests

Subscriptions simplify access to meals, snacks, or coffee. It refines the morning coffee routine, saving time during a busy workday. Add digital ordering and guests can pre-order through the app and conveniently grab their coffee on the way to their desk.

Personalise the experience

Your clients can offer various subscription options tailored to their employees' preferences and routines. As a caterer, you can create a range of subscription choices such as barista coffee, desserts, lunch, or an afternoon green snack box.

Increase guest loyalty

By offering subscription services, you create regular interactions with guests = loyalty. It is a predictable, recurring service that encourages guests to rely on your offerings, instead of moving on to the restaurant next door.

Improve revenue stability

Subscriptions generate a steady stream of revenue. Rather than relying on daily sales that can fluctuate, subscriptions guarantee a certain level of income each month. However, for subscriptions to appeal to guests, they should off course offer a clear financial advantage compared to one-time purchases.

Attract remote workers back to the office

Offering subscription services for food, coffee, or snacks can be an attractive perk for companies trying to bring remote or hybrid workers back to the office. Having meals or snacks available in a convenient, affordable way gives employees an additional reason to come into the workplace.

Launch health & wellness initiatives

For companies focused on employee well-being, subscriptions can be tailored to promote healthy eating. Offering nutritious meal plans or healthy snack pack subscriptions supports workplace wellness programs, increasing employee satisfaction.

Differentiate from competitors

In a competitive catering market, offering subscription services helps you as a caterer stand out. Not everyone offers this model, so it can be an added value that attracts new clients or retains existing ones.

Examples of food subscriptions to offer in the canteen

• Healthy snack box subscriptions: Offer subscription boxes filled with healthy snacks that are delivered to office break rooms on a weekly or monthly basis or grabbed in person from the canteen.
  
  

• Personalised coffee and beverage subscriptions: Coffee subscriptions are always appreciated. The subscription could include three daily regular coffees or one made by the barista. A dream for the busy office worker.
  
  

• Weekly Monday breakfast: A fresh Monday morning breakfast subscription! Perhaps even subsidised by the employer to get a higher office attendance on Mondays. The subscription could include a choice of breakfast options such as pastries, breakfast sandwiches, fruit bowls, or yoghurt parfaits, tailored to individual tastes.
  
  

• Meal plans for employees: Offer subscription-based meal plans where clients pay a set monthly or weekly fee for their employees to receive meals at the workplace. This could include breakfast, lunch, and snacks tailored to the preferences and dietary needs of the workforce. Employees get hassle-free meals, and clients benefit from higher employee satisfaction and engagement.

Handling food subscriptions as a multi-site caterer

Pej is a data-driven benefit and guest experience solution helping contract caterers understand their clients and guests while delivering great, revenue-driving experiences.

A centralised system helps you gather valuable data from subscription services, and you get deeper insights into guest habits and preferences. With this data, you can tailor offerings, create personalised meal plans, and launch targeted promotions, all of which build stronger guest relationships.

We would love to show you what Pej can do for your business!