Make the office canteen a must-visit spot—every single day

Building loyalty in contract catering means creating an emotional connection and an exceptional experience (+great food, of course). As a guest, you want to feel noticed and that you belong.

This connection is easily achieved with the human touch—who doesn’t love a server that remembers you? “Hi Emma! The usual coffee and cinnamon bun today?” Lovely! However, this moment doesn’t have to be made in person—technology can be just as powerful.

The contract catering industry is different from other F&B segments since guests keep coming back by default, hence they work in the building. But in many cases, guests have other options than the regular office canteen. As company lunch subsidies shrink, the need for new ways to build loyalty keeps growing.

Competition is fierce. And these days, guests might only eat at the office canteen Tuesday-Thursday, while working from home Monday and Friday, causing a loss in revenue for the canteen.

Keep reading to learn how to build a loyal community in contract catering and make the canteen a steady part of the every day routine.

Are you communicating with your guests?

A common challenge in contract catering is that guests may feel disconnected from the dining experience, viewing it as only transactional and a feeling of - “It’s just lunch and we all got to eat”. The solution: Personalisation and communication.

To bridge this gap:

• Send personalised offers based on individual preferences and habits.

• Keep guests informed about daily specials, promotions, and events.

• Make interactions personal—a simple message like, "Happy Friday! Enjoy a free coffee before 10 AM," can strengthen guest relationships.

Example: A guest receives a notification: "Your favorite lunch is ready! Order now and skip the line." This personalised touch makes the experience more engaging.

Research indicates that personalisation can drive a 10 to 15% revenue lift, with company-specific gains ranging from 5 to 25%, depending on the sector and how it is done.

Storytelling will always be important

We are all humans, and humans love a great story, even from the canteen.

Here are some examples:

Make guests care about the menu

Instead of just listing dishes, explain why they’re special.

“This week’s soup is inspired by a traditional Nordic recipe, made with locally sourced root vegetables for the perfect winter comfort food.”

“Our signature pasta is handmade daily by our chefs using organic flour from a nearby mill.”

Create a sense of community

We all want to feel part of a community. Let guests vote on menu items or suggest new dishes to encourage participation, or engage guests in food waste reduction programs. 

“Let’s cut food waste together! Grab a leftover lunchbox for half price before you head home.” 

Turn offers into experiences

Instead of just discounts, frame promotions as part of a bigger story.

 “It’s International Coffee Day! Grab a cup of our ethically sourced espresso before 10 AM and enjoy a free pastry from us.”

“We’re celebrating our new menu launch—try any dish today and get a voucher for your next visit.”

Everyone loves a reward 

A good loyalty program turns regular visits into habits and makes guests feel appreciated. 

• Offer straightforward incentives, such as "Buy 5 lunches, get the 6th free," or "Enjoy a complimentary drink with your next meal."

• Provide time-sensitive rewards to boost visits during off-peak hours, like "10% off breakfast orders before 9 AM."

  
  

Make it fun & keep it interesting with games

Adding gamification makes dining more fun and interactive—it’s a great way to boost app usage. Done right, it can make your brand stand out.

• Offer a challenge “Make this guy ride his kick bike safely to the canteen without hitting the puddles, get a discount if you make it.” 

  
  

Invest in guest engagement

Discover how Pej’s Guest App can help you connect with guests, build loyalty, and make contract catering more engaging than ever. Book a demo today!