Most restaurant operators think about delivery as a necessary expense. John Zinno thinks they’re looking at it the wrong way.
During a conversation with Shawn Walchef at the National Restaurant Association Show in Chicago, the DeliverThat co-founder explained why catering has quietly become one of the biggest growth opportunities in the restaurant industry.
While many operators focus on increasing dinner traffic or improving third-party delivery, Zinno believes catering deserves far more attention.
“We help restaurants turn that catering delivery into an actual profit engine,” he said.
Helping To Manage Deliver
DeliverThat started as a catering delivery company, but Zinno says the business has evolved into something much larger.
oday, the company helps restaurants manage every delivery through software, allowing operators to decide which orders should prioritize quality, cost, or speed instead of relying on a one-size-fits-all approach.
That flexibility becomes especially important with catering.
Unlike traditional meal delivery, catering customers are often ordering for board meetings, sales presentations, school events, or large gatherings where the success of the event matters more than the delivery fee.
30% Revenue Bump
According to Zinno, some restaurant brands now generate as much as 30% of their revenue from catering, making it one of the most profitable parts of the business when executed well.
He also challenged operators to think beyond corporate offices. Schools, colleges, youth sports, hospitals, and community organizations all represent recurring catering opportunities that many restaurants overlook.
Zinno pointed to universities as an example, noting that securing the right catering contracts can create millions of dollars in annual revenue for a restaurant.
That perspective builds on a conversation Shawn previously had with DeliverThat co-founder Aaron Hoffman, who shared how the company was founded to help restaurants take greater ownership of delivery.
Building Profit In Catering
Zinno takes that idea one step further, arguing that restaurants should think beyond simply delivering food and focus on building a profitable catering business.
His advice for operators is practical: prioritize first-party ordering, create memorable delivery experiences, and use every catering order as an opportunity to earn repeat business.
A successful delivery doesn’t end when the food arrives. It creates the next order.
For restaurants looking to grow revenue without opening another location, Zinno believes the opportunity is already there. They simply need to start treating catering like the business it has become.
