Dunkin’ Donuts will start testing a new catering service on Monday, with the hope of growing revenue by attracting consumer and business customers interested in serving its food and beverages at events from kids’ parties and bridal showers to office and client meetings.
The Canton chain’s goal is to eventually expand the online ordering platform and special catering menu nationwide.
Customers will be able to place orders at catering.dunkindonuts.com and initially pick them up at seven Dunkin’ locations in Boston, Holliston, Milford and Natick during the test period. Orders can be placed from seven days before pickup to up to 1 p.m. the day before.
The catering menu includes pre-selected bundles of items and a la carte selections. Dunkin’ will supply utensils and tablecloths for bundle orders.
Some Dunkin’ franchisees already offer their own versions of catering that would be incorporated into Dunkin’s platform under the national rollout. Dunkin’ delivery partner DoorDash also offers Dunkin’ products on its own catering platform. The success of both prompted Dunkin’ to create a standardized catering system for its entire chain, according to Sherrill Kaplan, vice president of digital marketing and innovation.
“The one we are releasing next week is going to be coming from the brand,” she said. “We view this as a huge opportunity for us. There’s a lot of breakfast meetings and a lot of occasions where customers want our coffee in the morning and want to serve either their clients or business meetings our … bagels and doughnuts.”
Kaplan said the online catering orders will be sent through Dunkin’s back-office system to Dunkin’ locations, and orders will be prepared 30 minutes before scheduled pick-up times to ensure they’re fresh.
Melissa Wilson, a principal at Technomic, a food service management consultancy, said catering is an excellent opportunity for any restaurant operator because consumers and businesses both need it.
“Also … in this competitive employment market, many companies are now offering complementary meals and snacks for employees as a perk,” she said.