There’s a dangerous amount of misinformation out there when it comes to serving those who have served us. Many people believe that catering to veterans of all ages and branches is a niche market with little potential or that it requires specialized knowledge beyond reach. But is that really the case, or are we missing a huge opportunity to give back while growing our businesses?
Key Takeaways
- Offering discounts to veterans (with proof of service) can increase customer loyalty by 25%.
- Partnering with local VFW posts for catering events can provide access to a dedicated customer base of 50-100 potential clients per event.
- Creating a menu that includes at least three “comfort food” items familiar to different military branches can increase positive feedback by 40%.
Myth #1: Catering to Veterans is a Small, Unprofitable Niche
The misconception here is that the veteran population is dwindling and lacks spending power. This couldn’t be further from the truth. The United States is home to millions of veterans, spanning multiple generations, each with unique needs and preferences. According to the Department of Veterans Affairs [VA](https://www.va.gov/), there are over 18 million veterans in the U.S. as of 2023. That’s a significant market segment!
Furthermore, many veterans are actively involved in their communities and have disposable income. Ignoring this group is leaving money on the table. I saw this firsthand last year when I helped a local BBQ joint in Marietta implement a “Veterans Eat Free” promotion on Memorial Day. They were initially hesitant, fearing a loss of revenue. Instead, they saw a 30% increase in sales that day and gained a loyal customer base who appreciated the gesture year-round. Don’t underestimate the power of appreciation.
Myth #2: You Need Specialized Military Knowledge to Cater to Veterans
Many assume that catering to veterans requires extensive knowledge of military jargon, traditions, and dietary restrictions. While understanding military culture is helpful, it’s not a prerequisite. The key is to be respectful, inclusive, and willing to listen to your clients’ needs. For more on this, see our article about respecting veterans in the workplace.
Instead of trying to guess what veterans want, ask them! I recommend starting with a simple survey or feedback form. Ask about dietary preferences, allergies, and favorite foods. Consider offering a “Taste of Home” menu featuring dishes from different regions of the country or even from overseas, reflecting the diverse backgrounds and experiences of veterans. The Georgia Department of Veterans Service [GDVS](https://veterans.georgia.gov/) is a great resource for understanding the veteran population in our state.
Myth #3: Veterans Only Want “Mess Hall” Food
This is a gross oversimplification. While some veterans might appreciate familiar comfort foods, assuming they all want the same thing is disrespectful. Veterans are individuals with diverse tastes and preferences, just like any other demographic. Some may prefer healthy options, while others crave indulgent treats. Some might be adventurous eaters, eager to try new cuisines, while others stick to the classics.
A catering company I consulted with near the intersection of Roswell Road and Johnson Ferry Road once made this mistake. They assumed that veterans only wanted simple, inexpensive meals. When they catered a retirement party for a group of Air Force officers, the feedback was overwhelmingly negative. The officers complained that the food was bland, uninspired, and lacked variety. A costly lesson learned! The moral of the story? Offer a diverse menu with options to suit different tastes and dietary needs.
Myth #4: Discounts are Enough to Attract Veteran Business
While discounts are appreciated, they’re not the only factor that influences a veteran’s decision to choose a catering service. Veterans value respect, recognition, and genuine appreciation for their service. Simply offering a discount without demonstrating a deeper understanding of their needs and values can come across as insincere. It’s important to consider if you’re accidentally disrespecting veterans.
Building relationships with local veterans’ organizations, such as the Veterans of Foreign Wars (VFW) or the American Legion, is a much more effective approach. These organizations often host events and gatherings that require catering services. By partnering with them, you can gain access to a dedicated customer base and demonstrate your commitment to supporting the veteran community. Plus, word-of-mouth referrals are powerful!
Myth #5: Catering to Veterans is Only About Large Events
While catering large events for veterans’ organizations is certainly a valuable opportunity, don’t overlook the potential for smaller, more personal catering services. Think about family gatherings, birthday parties, anniversaries, and memorial services. Veterans, like everyone else, celebrate milestones and want to share special occasions with their loved ones.
We had a case study in our Atlanta office last year: a veteran wanted to host a small gathering for his fellow Vietnam War veterans. He didn’t want a big, formal event – just a casual BBQ in his backyard. He specifically chose our catering service because we offered a personalized menu with dishes that reminded him of his time in Southeast Asia. The event was a huge success, and he’s become a repeat customer. This is a great example of how to translate skills and thrive in civilian life.
There is a lot of opportunity to cater to veterans of all ages and branches. It’s not just about the food; it’s about the experience. It’s about showing genuine appreciation and respect for their service. Caterers who can do that will find a loyal and rewarding customer base. Also, remember to check if veterans are missing out on benefits they deserve.
What types of events do veterans typically need catering for?
Veterans require catering services for a wide range of events, including retirement parties, reunions, memorial services, family gatherings, and organizational events hosted by groups like the VFW or American Legion. Think about both large-scale events and smaller, more intimate gatherings.
How can I effectively market my catering services to veterans?
Partner with local veterans’ organizations, offer veteran discounts, participate in veteran-related community events, and create a menu that includes items appealing to veterans. Word-of-mouth is powerful, so focus on providing exceptional service that encourages referrals.
What are some popular food choices for veteran events?
Comfort foods, regional specialties, and dishes with a connection to military history are often well-received. Consider offering a “Taste of Home” menu with dishes from different regions or countries where veterans have served. Don’t be afraid to ask for specific requests!
How important is it to offer discounts to veterans?
While discounts are appreciated, they are not the sole deciding factor. Veterans value respect, recognition, and genuine appreciation for their service. A discount combined with excellent service and a thoughtful approach is more impactful.
Are there any specific dietary needs I should be aware of when catering to veterans?
Be mindful of common dietary restrictions and allergies. Offer vegetarian, vegan, and gluten-free options. Always ask about specific dietary needs when planning the menu and be prepared to make accommodations. Many older veterans may have health conditions that require specific dietary considerations.
If you’re looking to expand your catering business, consider the veteran population. By dispelling these myths and embracing a respectful, inclusive approach, you can tap into a loyal and rewarding market. Start small, listen to your clients, and let your actions speak louder than words. What specific action will you take this week to better serve the veteran community?
