Sometimes, a small change in strategy can lead to extraordinary results. Take Jason’s Deli, a well-known fast-casual restaurant beloved for its wholesome yet filling breakfast and lunch fare. Primarily located in Texas, Jason’s Deli feeds diners at over 260 locations and across more than 25 states.

In addition to the restaurant’s brick-and-mortar success, Jason’s Deli also has a thriving catering business, which started as a simple sandwich tray over 32 years ago. Since then, they’ve expanded their catering operations, successfully driving sales, profit, and repeat customers.

Recently, the company noticed a trend: orders from key market segments like pharmaceutical reps were dipping. This prompted Vice President of Sales, Gracie Prasanson, to explore third-party marketplaces, leading to a valuable partnership with ezCater.

Initial hesitation and a strategic decision

“I was very skeptical about joining ezCater in the beginning,” admits Prasanson. “We’re really well known in the catering space, and I didn’t want it to be a situation where our customers would be going off of our channels for placing their orders.”

Despite these concerns, after careful analysis, Prasanson and her team recognized that ezCater could complement their sales efforts without eroding their existing customer base. Working with ezCater turned out to be a smart strategic move — one that boosted their already successful catering operation.

Providing access to high-value customers

For Jason’s Deli, partnering with ezCater opened doors to even more B2B customers. “The B2B buyer is of very high value,” explains Prasanson. “They’re not ordering for one person, they’re ordering for groups. So, you’re able to serve 25 people through one order.”

Prasanson recognizes the impact these high-value customers have on their business. “Our average order is about 20.7 people, so you’re introducing your brand to 20.7 new people who may not have ever had Jason’s Deli before,” she says. “Not to mention the other catering decision makers in the office who are going to need to order lunch for a group, and now you’re going to be one of the folks that their counterpart recommends.”

ezCater’s expansive network also allows Jason’s Deli to reach customers beyond their traditional market. “With ezCater’s technology, your restaurant can be in Texas, but the person ordering from you could be in Indianapolis planning a meeting in another state,” continues Prasanson. “It definitely does take your brand to someone who might not have even had exposure to you.”

“With ezCater’s technology, your restaurant can be in Texas, but the person ordering from you could be in Indianapolis planning a meeting in another state. It definitely does take your brand to someone who might not have even had exposure to you.”

Gracie Prasanson
Vice President of Sales, Jason’s Deli

Boosting sales with incremental business

Prasanson was quickly impressed with the upsides of the budding partnership between Jason’s Deli and ezCater: greater visibility for a fraction of the marketing dollars. But were those perks backed by data? To find out, Prasanson and her team started taking a hard look at the numbers. The answer was a resounding yes.

“We spend time looking at our database,” she shares. “And we feel very confident that the ezCater customer is incremental — it’s customers we wouldn’t have had access to or that we were not already reaching on our own.”

By being a part of ezCater’s marketplace, Jason’s Deli stays top-of-mind for catering customers. “If you’re not on the marketplace, you’re not in the mental Rolodex of where that customer’s going to be ordering from,” she says. 

It’s a partnership that keeps on giving. As more business leaders discover the power of food for work as an attendance-boosting, productivity-enhancing perk in modern workplaces, the demand for large catered team meals shoots up. For Jason’s Deli, that means even more B2B catering sales. Since 2018, Prasanson and her team have witnessed 68% year-over-year growth and driven nearly $30 million with ezCater.

Complementing the sales team

Jason’s Deli boasts an experienced and successful sales team who works hard to put the restaurant’s crowd-pleasing catering trays and individually packaged boxed lunches in more workplaces, schools, and venues across the country. With a little extra help from ezCater, they can now extend their reach.

That’s something Prasanson appreciates. “They’re really helping us cover one channel, while the sales team covers another.” she says. “They’re taking us into offices and introducing us to businesses that we wouldn’t have access to.”  

This partnership has been particularly effective in breaking into challenging market segments. “There are several business segments out there that can be very difficult to reach. You’ve got really strong gatekeepers that sometimes can inhibit a sales team from reaching the right person,” continues Prasanson. “ezCater has been very successful in getting us into some of our larger retail or manufacturing partners.”

“ezCater has been very successful in getting us into some of our larger retail or manufacturing partners.”

Gracie Prasanson
Vice President of Sales, Jason’s Deli

Providing flawless order execution

A reputation for impeccable customer service and an incredible catering experience has been a cornerstone of Jason’s Deli’s success. They knew it was critical to maintain these standards even while rapidly growing their customer base, making the selection of an ordering partner a decision they could not take lightly.

“At Jason’s Deli, our mission is to make every customer happy,” says Prasanson. “And we’ve found that with working with ezCater, they really match our mission very well. They do a great job of taking care of the customer and the operator.”

“At Jason’s Deli, our mission is to make every customer happy… and we’ve found that with working with ezCater, they really match our mission very well. They do a great job of taking care of the customer and the operator.”

Gracie Prasanson
Vice President of Sales, Jason’s Deli

Maximizing profits with high-value ezCater customers

While incremental sales brought new revenue streams, the quality of ezCater’s customers also played a critical role in maximizing profits for Jason’s Deli. These high-value customers contributed significantly to the bottom line, making the partnership even more beneficial.

“Catering is what makes or breaks your operator’s ability to run sales and profit through their business,” Prasanson explains. The substantial orders from ezCater customers often meant larger ticket sizes and more consistent business. “The ezCater customer is a different customer than the person who’s ordering on the Jason’s Deli channel. This partnership has allowed us to tap into a new market segment that complements our existing customer base.”

ezCater’s platform provided additional support, further enhancing profitability. “ezCater introduces your brand to new customers. You’re getting the support on the marketing, you’re getting support on the menu implementation, and they also can offer you a lot of good insights into your brand, into your execution, in ways that you can better your operations,” she notes.

Jason’s Deli and ezCater: a perfect partnership

By leveraging ezCater’s network and resources, Jason’s Deli increased their sales and maximized their profits through high-value, repeat customers they otherwise may not have been able to access. Despite initial concerns, the partnership proved to be a smart strategic move. The success and growth they’ve seen show just how powerful the right partnership can be.

Curious about what ezCater can do for your catering business? Let us show you how ezCater’s Growth Platform can help fuel your success.