From Survival to Record Sales: How Fabulous Catering Achieved 4x Growth Post-COVID
How ROI Growth Agency helped a premium catering company survive COVID through strategic pivot, then return to their core business stronger than ever with data-driven marketing.
Fabulous Catering is a premium catering company that has served Melbourne for over 15 years, specialising in corporate events, upmarket private functions, and special occasions. After successfully navigating COVID through strategic diversification, they’ve returned to their core catering business with enhanced digital capabilities and record growth.
CHALLENGE
When COVID-19 hit, Fabulous Catering faced an existential threat to their traditional event-based business model.
- Business declined 80%+ during COVID lockdowns
- Traditional event and corporate catering evaporated overnight
- No established home delivery or retail presence
- Limited digital infrastructure for online ordering
- Needed to completely reinvent the business model to survive
SOLUTION
ROI Growth Agency implemented a two-phase strategy: survive COVID through pivot, then accelerate growth upon return to core business:
Phase 1: COVID Survival (2020-2021)
- Emergency Pivot: Transitioned to home-delivered meal solutions during lockdowns
- Digital Infrastructure: Built online ordering and delivery systems
- New Revenue Streams: Created retail-style products like “Mother’s Day in a Box”
Phase 2: Return & Growth (2022-Present)
- Core Business Acceleration: Strategic marketing for corporate, event, and upmarket private catering
- Omnichannel Marketing: Integrated SEO, Google Ads, advanced remarketing, and segmented email marketing
- AI-Driven Segmentation: Smart customer segmentation based on client type, event size, and purchase behaviour
- Hybrid Revenue Model: Maintained successful retail campaigns alongside core catering business
- Monthly Promotions: Strategic promotional calendar driving consistent corporate and private bookings
IMPLEMENTATION
- Survival Phase (COVID): Rapid deployment of online ordering, home delivery logistics, and retail product campaigns
- Return Phase (Post-COVID): Repositioned brand for premium corporate and private event catering
- SEO Strategy: Optimized for corporate catering, event services, and Melbourne premium catering searches
- Paid Media Strategy: Google Ads targeting corporate events, private functions, and high-value catering enquiries
- Advanced Remarketing: Multi-platform retargeting to convert event planners and corporate decision-makers
- Email Segmentation: Behavior-based campaigns for corporate accounts, repeat clients, and VIP private events
- Creative Campaigns: Maintained successful retail campaigns (Mother's Day in a Box) as additional revenue stream
- Data Analytics: Real-time dashboards tracking conversion rates, average booking value, and client lifetime value
BUSINESS IMPACT
Fabulous Catering successfully survived COVID through strategic diversification, then returned to their core corporate, event, and upmarket private catering business with enhanced digital capabilities. The business emerged from the crisis not just intact, but stronger—achieving record sales for 4 consecutive years with improved margins, higher booking values, and a hybrid business model that includes successful retail campaigns alongside premium catering services.
Consecutive Record Sales
Revenue Growth
Reduction in CPL
Increase Website Conversion
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