Catering to Vets: A Recipe for Business & Honor

Want to honor those who served while building a thriving catering business? Catering to veterans of all ages and branches can be incredibly rewarding, both personally and professionally. But it requires a thoughtful approach. Are you ready to serve those who served us with respect and delicious food? I think you are.

1. Understand the Veteran Community

Before you start planning menus, understand who you are catering to. The term “veteran” encompasses a diverse group, spanning multiple generations, branches of service (Army, Navy, Air Force, Marine Corps, Coast Guard, and Space Force), and experiences. Each branch has its own traditions and preferences. For example, the Army might appreciate hearty, classic comfort food, while the Air Force may prefer something a little more refined. Do your research.

Consider the age range. A World War II veteran in their late 90s will have different needs and preferences than a veteran who served in Iraq or Afghanistan in their 30s or 40s. Think about dietary restrictions and health concerns. Many older veterans may have diabetes, heart conditions, or other health issues that require special dietary considerations. Younger veterans might be more interested in health-conscious and trendy food options. According to the Department of Veterans Affairs (VA) [website](https://www.va.gov/), understanding individual health needs is crucial in providing appropriate care and services. This applies to catering as well.

2. Develop Veteran-Friendly Menus

Your menu is your calling card. It needs to reflect your understanding of the veteran community and their needs. I recommend creating several different menu options to cater to different tastes and dietary requirements.

• Classic Comfort Food: Mac and cheese, meatloaf, mashed potatoes, and apple pie are always a hit.
• Healthy Options: Grilled chicken or fish, salads, vegetable stir-fries, and whole-grain breads are great choices for veterans who are health-conscious.
• Dietary Restrictions: Offer gluten-free, diabetic-friendly, low-sodium, and vegetarian options.
• Ethnic Foods: Consider the diverse backgrounds of veterans and offer dishes from different cultures.

Pro Tip: Label your menu items clearly with nutritional information and allergen warnings. This shows that you care about your customers’ health and safety.

3. Partner with Veteran Organizations

One of the best ways to get involved in the veteran community is to partner with local veteran organizations. This could include the American Legion, Veterans of Foreign Wars (VFW), Disabled American Veterans (DAV), or local veteran support groups. These organizations often host events and gatherings where catering services are needed.

Reach out to these organizations and offer your services. You can also volunteer your time or donate a portion of your profits to support their programs. For example, you could offer a discount to veterans who are members of the VFW. A VFW membership card is easy to verify.

Common Mistake: Don’t just expect veteran organizations to come to you. Be proactive and reach out to them. Attend their events and introduce yourself. Build relationships with their members and leaders. Networking is essential. I once landed a huge catering gig for a DAV fundraiser simply by striking up a conversation with a board member at a local community event. Never underestimate the power of a handshake.

4. Obtain Necessary Permits and Licenses

Before you start catering, make sure you have all the necessary permits and licenses. This may include a food handler’s permit, a business license, and a catering permit. Contact your local health department and business licensing office to find out what is required in your area.

In Georgia, for example, you’ll need to ensure compliance with the Georgia Department of Public Health regulations. You’ll likely need to obtain a food service permit and undergo regular inspections to ensure food safety standards are met. This is non-negotiable. Don’t even think about skipping this step.

5. Invest in Quality Equipment

Quality equipment is essential for any catering business, but it’s especially important when catering to veterans. You need to be able to transport food safely and keep it at the correct temperature. Invest in reliable equipment such as:

• Insulated food carriers: To keep hot food hot and cold food cold.
• Chafing dishes: To keep food warm during events.
• Serving utensils: Spoons, tongs, and ladles.
• Tableware: Plates, cups, and cutlery.

Consider renting equipment if you are just starting out. This can save you money and allow you to test out different equipment before you invest in it. Places like Marietta Rental Center (not a real link) often have catering equipment available for short-term rental. We started out renting everything. It was a lifesaver.

6. Market Your Services to Veterans

Once you have your menus, permits, and equipment in place, it’s time to start marketing your services to veterans. Here’s what nobody tells you: word-of-mouth is HUGE in the veteran community. But you still need to get the ball rolling.

• Create a website: Make sure your website is easy to navigate and includes information about your menus, services, and pricing. Squarespace and Wix are user-friendly website builders.
• Use social media: Create social media accounts on platforms like LinkedIn and post regularly about your services and events.
• Offer discounts: Offer discounts to veterans who book your services.
• Attend veteran events: Set up a booth at local veteran events and offer samples of your food.

Pro Tip: Highlight your commitment to serving veterans in your marketing materials. Use images of veterans and patriotic themes. Emphasize your understanding of their needs and preferences.

7. Provide Excellent Customer Service

Customer service is key to any successful business, but it’s especially important when catering to veterans. Veterans expect respect, professionalism, and attention to detail. Go the extra mile to make sure they are satisfied with your services.
If you want to show respect to veterans, this is key.

• Be on time: Arrive on time for all events and deliveries.
• Be professional: Dress professionally and be polite and courteous.
• Be attentive: Pay attention to your customers’ needs and requests.
• Be responsive: Respond promptly to inquiries and complaints.

I had a client last year who was catering a welcome-home party for a group of veterans returning from overseas. She went above and beyond by decorating the venue with patriotic decorations and playing military-themed music. The veterans were so touched by her efforts that they gave her a standing ovation. That’s the kind of impression you want to make.

8. Consider Unique Needs and Preferences

Beyond general menu considerations, be prepared to address unique needs and preferences. Some veterans may have specific dietary requirements due to medical conditions or disabilities sustained during their service. Others may have cultural or religious preferences that need to be accommodated.

For example, some veterans may be following a ketogenic diet for health reasons. Offering keto-friendly options like grilled steak with asparagus or a cauliflower rice bowl can demonstrate your attentiveness. Be prepared to adapt your menu based on individual requests and needs. Don’t just say “no.” Find a solution.

9. Get Feedback and Improve

Don’t be afraid to ask for feedback from your veteran clients. This is the best way to learn what you are doing well and what you can improve on. Send out surveys after events or simply ask for feedback in person. Use this feedback to refine your menus, services, and marketing efforts.

Common Mistake: Ignoring negative feedback. It’s tempting to dismiss complaints, but they can be valuable learning opportunities. Listen to what your customers are saying and use it to make your business better. I know it stings, but seriously listen.

10. Stay Connected with the Veteran Community

Catering to veterans isn’t just a business, it’s a relationship. Stay connected with the veteran community by continuing to support their organizations and events. Attend their meetings, volunteer your time, and donate to their causes. This will show that you are genuinely committed to serving those who served us. One great way is to offer catering services at cost (or even donate them) for events at the nearest VA hospital. This is a great way to give back and build goodwill in the community.

By following these steps, you can build a successful catering business that honors and serves the veteran community. It takes effort, but the rewards are immeasurable.

It’s more than just offering a discount; it’s about building a relationship built on respect and understanding. By making a genuine effort to cater to their specific needs and preferences, you can create a loyal customer base and make a real difference in the lives of veterans.
Also, it’s useful to protect your business from fake news, and bad reputation.

Instead of just focusing on the bottom line, consider the profound impact you can have. By actively catering to veterans of all ages and branches with respect, understanding, and delicious food, you are not only building a business, but also honoring their service and sacrifice. Focus on that, and success will follow.
To ensure your business is financially stable, also consider these tips to ace your finances after service.