The Catering Iceberg: What You See Is the Smallest Part of What’s There


Every catering order sits on top of something invisible. The systems, the relationships, and the quiet decisions that determine whether that order ever comes back. Most operators only ever see the tip, and they build their whole program around it.

This keynote takes you under the water line to the ninety percent that actually drives growth. We go past the surface advice you have heard a hundred times and into the real mechanics of a program that compounds. Once you see what's below, you cannot unsee it, and you will never run catering the same way again.

Keynote Speaker
Kelly Grogan
Founder & CEO
CRUMBS
Kelly Grogan is a highly successful executive in the hospitality industry with extensive experience and achievements in driving revenue growth in both B2B and B2C settings. With a keen understanding of market dynamics and consumer preferences, she has consistently devised and executed innovative sales strategies that have propelled her employers and clients to new heights of success. Her tenure in the restaurant space has been marked by a series of notable accomplishments. Through strategic partnerships, targeted marketing initiatives, and an ability to build from the ground up, Kelly has grown both new and established departments to achieve significant incremental revenue growth. By leveraging her expertise in identifying and capitalizing on emerging trends, as well as her ability to work cross-functionally across all departments, she has seen great success at both the corporate and local store levels.
Presenter
Chris Barnes
VP, Delivery Operations
dlivrd Technologies
With more than 25 years of experience in delivery, Chris Barnes began his career at just 16 years old, building expertise across last-mile logistics, courier services, fulfillment, and every stage of the delivery process—long before GPS, smartphones, and real-time tracking transformed the industry. Today, he leads the Delivery Pillar at dlivrd Technologies, overseeing four brands: Expedite, FULFLLD, Logiscal, and Couri. Each brand addresses a unique aspect of the delivery ecosystem, and together—alongside dlivrd Technologies' broader suite of products—they provide a comprehensive catering and delivery solution. His operational philosophy is simple: build systems that perform when real-world conditions become unpredictable. He believes there is a critical difference between a well-designed plan and an operation that consistently delivers results. At its core, he views delivery as a people business enabled by technology—not the other way around—and that perspective continues to guide his leadership and approach to innovation.
Presented by