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Restaurants Take A Catered Approach To Battling Low Sales

  • USA Today, Thursday, December 24, 2009 9:15 AM
If you can't get 'em to come to you, then go to them. That's the new philosophy of restaurant chains from the higher-end Ruth's Chris Steak House to the more subterranean Subway, Bruce Horovitz reports as eateries battle what one analyst calls "an abysmal year" for the industry.

"The sheer number of restaurants now with a presence in the catering space is amazing," says Technomic's Melissa Wilson, pointing out that it is a $33 billion opportunity for restaurateurs.

Catering large orders of 100 wings or more could be Wingstop's major growth initiative in the coming year, according to CMO Andy Howard. But, in some cases, restaurants aren't just in make-a-buck-any-way-you-can mode. Panera Bread, which has had a good year, as Timereported yesterday, is catering to help drive awareness of new products such as its Cobb salads and macaroni-and-cheese dish.

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