Catering
The free summit features industry experts, including Alexis Ortiz, senior catering manager at Naya, and Margaret Monahan, of Vertex Hospitality Group, offering a comprehensive look at the evolving world of restaurant catering.
Photo: Hook & Reel
June 23, 2025 by Cherryh Cansler — Editor, FastCasual.com
For restaurant operators navigating the competitive culinary landscape, catering often represents a significant, yet sometimes overlooked, revenue stream. This Wednesday, however, the Catering Leadership Summit, at Emmy Squared Pizza in Midtown West, promises to be a pivotal event, offering invaluable insights into transforming catering from a simple add-on to a powerful brand-building engine.
Attendees will hear from industry experts, including Alexis Ortiz, senior catering manager at Naya, and Margaret Monahan, of Vertex Hospitality Group, who will offer a comprehensive look at the evolving world of restaurant catering.
“What I’ve noticed is that guests want simplicity,” Ortiz said in an email interview with FastCasual. “They don’t necessarily want to scroll through a bulky menu — they just want a few clear, easy options to place their order without overthinking it. Too many choices can be overwhelming.”
This insight suggests a crucial shift for operators: less is often more when it comes to catering menus, focusing on curated, high-impact offerings that reduce friction for the customer.
Beyond the menu, Ortiz underscored the often-underestimated power of branding and presentation.
“It’s not just about serving food — it’s about making sure every guest in the room knows who the food is from,” she said. “That visibility doesn’t just generate future catering orders — it also drives new guests into the store.”
For attendees, this highlights the importance of every detail, from packaging to delivery, in reinforcing brand identity and driving foot traffic.
The future of catering, according to Ortiz, also lies in seamless technology, which is why Naya is investing in software to streamline the ordering process, allowing guests to place catering orders directly through their app.
“It’s all about removing friction and making the experience as seamless and convenient as possible,” she said.
Scaling hospitality, reinventing the experience
Monahan, who oversees catering for Vertex Hospitality Group’s three brands: Hook & Reel, Ugly Dumpling and KPOT, will discuss how catering should never be a one-size-fits-all solution, but rather a strategic extension of each brand’s core identity.
Catering has long been a staple for For Hook & Reel, for example, while Ugly Dumpling is new to the game.
“Hook & Reel is built on Southern hospitality and shared meals, so catering lets us scale that experience while staying true to our identity,” Monahan said in an email interview. “They’ve found success optimizing efforts on platforms like EZCater, which she describes as “a great platform for us as it allows us to tap into a captive audience looking specifically for catering.”
Ugly Dumpling, on the other hand, offers a distinct alternative to traditional catering fare.
“We love that it allows us to bring a diverse, authentic, and elevated option beyond traditional sandwiches and salads,” Monahan said. Inspired by Shanghai street food, Ugly Dumpling’s catering brings a “vibrant energy and shareable nature” to offices and events, demonstrating how catering can introduce new, exciting culinary experiences.
Perhaps the most challenging, yet innovative, catering venture for Vertex, however, has been with KPOT, an interactive, all-you-can-eat, cook-at-your-table concept.
“Recreating the KPOT experience without the table grill was no easy feat,” Monahan said. “It took testing, tweaking, and total rethinking of our format. Our solution was to introduce chef-prepared bento boxes featuring our most loved dishes, cooked by our chefs, ready to eat and packed with the flavors KPOT fans know us for.”
Ultimately, Ortiz hopes attendees will leave the summit with a profound understanding that catering is not just a one-time transaction, but a powerful, long-term brand touch point.
“It can shape how a guest thinks about your brand long-term,” she said.
The summit aims to foster an environment of shared learning with operators exchanging best practices on “what’s working, how they are building success and how to to grow and evolve as an industry.”
Event details
Date: June 25, 2025
Time: 2-5 p.m.
Location: Emmy Squared Pizza, Midtown West, New York City, 200 W 60th St.
Host: Lunchbox
The event is free to attend for restaurant executives, but space is limited. To reserve a seat, click here.
