Seasonal Demand in the Catering Industry

Seasonal demand in the catering industry has a strong and clear influence on levels of engagement and the demand for events within the catering industry.

To succeed within this highly competitive field, it is vital that business owners are able to respond to these catering fluctuations in an intelligent and productive manner.

In this article, the experts at Cucumber will explore the challenges presented both within peak season and during off-peak periods – and explore the ways in which catering businesses and their managers can turn things to their advantage.

Peak seasons in catering

There are two main “peak” seasons in the catering calendar. The Holiday seasons, which tend to include Christmas, New Year and – increasingly – Easter, and the Wedding Season, which typically runs from late spring to early autumn.

School, college and university events, such as graduations, can also create peaks in the annual calendar, as can any celebrations, summits, business functions and other significant corporate events run by major employers in the area.

Off-peak seasons in catering

The “quiet period” – in which seasonal demand in the catering industry significantly drops – also tends to fall into two separate parts of the year. The post-festive months, January and February, usually feature the least amount of activity.

October and November also tend to be quieter times.

Factors that influence seasonal demand in the catering industry

There are a number of factors that influence levels of demand when it comes to catering for events.

The most impactful tend to be the proximity to the festive season – including Christmas and New Year, but also Hanukkah and other religious celebrations.

Businesses often throw end-of-year parties and friends and families are more likely to gather in order to socialise and spend time together, resulting in a higher level of requirement for event catering.

The weather is another significant factor. As the late spring, summer and early autumn months tend to be warmer – and because daylight lasts for longer during this period – weddings and civil partnership ceremonies are more likely to be held at this particular time of year.

This has given rise to “wedding season” – a time during which the majority of celebrations of this kind are concentrated. Again, this is a very busy time when it comes to catering for events.

Conversely, the period approaching the festive season and the two months directly afterwards tend to be quieter. During October and November, people tend to become more aware of their budgets and often restrict their spending to ensure that they can cover the costs of hosting celebrations later in the year.

During January and February, many households cut back on expenditure once again, with a view to improving financial health following the purchasing of gifts and the throwing of events. As a result, demand for event catering notably reduces during this time.

Managing seasonal fluctuations

While managing a catering business during “off-peak” periods can be a challenge, the patterns explained above are quite predictable and can make planning comparatively straightforward.

When setting up an organisation or service of this kind, it is vital to take these fluctuations into account when forecasting for the year ahead. Many well-organised catering companies use the “off-season” as an opportunity to work on new offerings, develop and improve their marketing and promote themselves, raising brand awareness.

There may also be opportunities to diversify, making up for a lack of demand during the quieter months by delivering additional services.

For example, if your organisation currently operates solely as a catering service for weddings, you might consider branching out into corporate event catering when work becomes more scarce in the colder months.

While there may still be peak seasons for gatherings of this kind (depending on the kinds of organisations operating in your local area), they are more likely to take place throughout the year instead of being concentrated during summer and the festive season.

Responding to seasonal demand in the catering industry

Seasonality can create a challenge for any catering company. One of the most notable hurdles tends to be the retaining of staff year-round, as it can be difficult to provide sufficient shifts for everyone during “off-peak” times of the year.

Founded in 2018 Cucumber Catering can assist organisations with seasonal demand in the catering industry by linking them with highly trained and motivated temporary or permanent staff – many of whom are available on a flexible basis and at very short notice. These specialists may include chefs, hosts, servers and many other roles in between.

We also regularly share insights into the catering industry that have been developed over our many years in operation, in order to support companies like yours.

To find out more about our seasonal event staffing agency, to learn how we can help support your catering company with our staffing expertise or to seek further assistance and advice, simply get in touch with us today. We’ll be more than happy to assist you.