Businesses want direct, customisable catering options but restaurants aren’t keeping up

Restaurants across the UK are overlooking a significant growth opportunity in the corporate catering market, according to a nationwide study conducted in by hospitality tech company storekit. Surveying 300 UK businesses, the findings reveal a widening gap between what corporate customers expect and what restaurants currently offer, particularly in direct online ordering, digital experience, and menu flexibility.

Catering continues to play a central role in workplace culture, with 22% of businesses ordering catering more than once a week and 55% ordering at least once a month. Mid-sized companies (50–500 employees) are the most active, with 68% ordering monthly or more.

The decision-making process is also more personal than many assume: 76% of catering demand is driven by individual or team preferences, while marketplaces represent just 12% of orders.

94% of businesses say they prefer ordering directly from restaurants to help operators avoid commission fees. Yet only one-third (33%) of restaurants currently offer direct online ordering, forcing customers onto less-preferred third-party platforms.

Christophe Delacroix, CEO at storekit commented
“Catering represents a significant revenue opportunity for restaurants, but only for those willing to meet customer expectations head-on. Our study shows a clear roadmap for success: embrace digital solutions, prioritise customisation, and foster direct relationships with customers.”

Online ordering has become indispensable: it is the second-most important factor when choosing a catering provider – ranking above delivery costs, restaurant reviews, and even the perceived quality and quantity of the food.

Convenience is king, with the least important factor being the ability to speak to someone directly. Speed and digital simplicity now outweigh personal contact.

The survey highlights the biggest frustrations businesses experience when ordering catering:
Limited customisation options (11.67%)
Allergen-handling challenges (11.67%)
Incorrect orders (11.67%)

Together, these issues make up 35% of all complaints. Long wait times and the absence of real-time tracking were also frequently cited, signalling clear areas for restaurants to improve the customer experience.

The study outlines several practical steps restaurants can take to unlock new revenue, including:
Launch direct online ordering
Reduce friction and remove the need for third-party services.

Enable customisation & allergen filters
Businesses want dietary clarity and menu flexibility.

Introduce loyalty rewards
78% of respondents say they would order more frequently if they earned personal rewards.

Provide real-time order tracking
Predictability matters, especially for time-sensitive workplace events.