EPISODE · Jul 15, 2026 · 12 MIN
Restaurants Are Leaving Money on the Table by Underinvesting in Catering
from Digital Hospitality · host Shawn P. Walchef
John Zinno shares how restaurants can turn catering from an operational expense into a profitable growth channel. As co-founder of DeliverThat, he explains why some brands generate up to 30% of their revenue from catering, why quality matters more than speed for large orders, and how operators can manage delivery more strategically. Zinno also shares practical advice on building first-party ordering, finding new catering opportunities beyond corporate offices, and creating delivery experiences that keep customers coming back. Catering Is a Profit Center, Not Just a Service – Many restaurants treat catering delivery as a pass-through expense, but John Zinno believes it should be a revenue driver. By managing deliveries strategically and optimizing for quality, cost, or speed, restaurants can increase margins while creating a better customer experience. The Biggest Catering Opportunities Aren't Always Corporate – While office catering remains a major market, Zinno encourages operators to think bigger. Schools, colleges, hospitals, sports teams, and community organizations all represent recurring catering opportunities that can generate significant long-term revenue when restaurants actively pursue them. Great Catering Builds Repeat Business – Reliable delivery, quality execution, and strong first-party ordering help restaurants turn one catering order into many. Zinno believes operators who consistently deliver great experiences are the ones that earn long-term customer loyalty. Episode Links John Zinno LinkedIn: https://www.linkedin.com/in/john-zinno/ Aaron Hoffman LinkedIn: https://www.linkedin.com/in/aaronhoffman02/ DeliverThat Online: https://www.ideliverthat.com/ DeliverThat Instagram: https://www.instagram.com/deliverthatco/ DeliverThat YouTube: https://www.youtube.com/c/DeliverThat Where to find Cali BBQ MediaVisit our WebsiteFollow Restaurant Technology SubstackFollow us on InstagramFollow us on LinkedInLearn About our Media Services
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What this episode covers
John Zinno shares how restaurants can turn catering from an operational expense into a profitable growth channel. As co-founder of DeliverThat, he explains why some brands generate up to 30% of their revenue from catering, why quality matters more than speed for large orders, and how operators can manage delivery more strategically. Zinno also shares practical advice on building first-party ordering, finding new catering opportunities beyond corporate offices, and creating delivery experiences that keep customers coming back.
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Restaurants Are Leaving Money on the Table by Underinvesting in Catering
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