When I founded Born & Raised Waffles, I dreamed of sharing my passion for delicious, handmade waffles with as many people as possible. In 2023, the business catered to both private events and public markets, aiming to balance exposure and profitability. However, it became clear that juggling multiple avenues wasn’t sustainable or delivering the best returns.
By 2024, I decided to focus on what worked best—private events. With this laser-focused strategy, we more than doubled our private bookings and built a stronger, more profitable business model. Here’s how niching down transformed Born & Raised Waffles into Northern Ireland’s go-to for premium waffle catering.
The Problem: Too Much on the Plate
Like many small businesses, Born & Raised Waffles started with the belief that casting a wide net would bring in more opportunities. We set up at public markets while also catering for private events, hoping to maximise both exposure and revenue.
However, this approach came with challenges:
- High risks with markets: Poor attendance or bad weather often led to disappointing returns.
- Lower profit margins: While markets brought some exposure, the revenue rarely justified the effort.
- Time constraints: Balancing public markets with private bookings stretched our resources too thin.
It became clear that markets weren’t aligned with our long-term goals. Private events, on the other hand, offered better margins, less unpredictability, and opportunities to create exceptional experiences for our clients.
The Solution: Niching Down
By the start of 2024, I made the bold decision to specialise in private events, focusing particularly on corporate catering and film shoot catering. This shift required refining both our services and our marketing strategy.
Here’s how we made it work:
1. Specialising in Corporate and Film Shoot Catering
Corporate events and film shoots consistently brought in high-value bookings, so I leaned into these opportunities. This meant positioning Born & Raised Waffles as the premier choice for high-quality, bespoke waffle catering for professionals.
The benefits were clear:
- Higher profits: These bookings offered much better returns compared to markets.
- Quality clientele: Working with corporate and film clients built a strong, reputable brand image.
- Repeat opportunities: Satisfied clients often led to referrals or repeat bookings.
2. Optimising SEO and Google My Business
I also knew that increasing online visibility was crucial to finding the right clients. With help from Blogr, we implemented a digital marketing strategy that included:
- SEO Blogging:
By writing regular blog posts focused on key phrases like “corporate catering in Northern Ireland” and “film shoot food truck hire,” we attracted clients actively searching for our services. This drove high-quality traffic to the Born & Raised Waffles website and showcased our expertise. - Google My Business Optimisation:
A well-optimised Google My Business profile made it easier for potential clients to find us. I ensured our profile featured:- High-quality images of our waffles and event setups.
- Detailed descriptions of our services, highlighting our focus on private events.
- Glowing five-star reviews from satisfied clients.
The result? Our GMB profile consistently ranked in local searches, bringing in high-conversion leads.
3. Letting Go of Markets
One of the most challenging parts of this journey was stepping away from public markets. While they were a great starting point, they no longer aligned with our goals. Letting go allowed us to:
- Focus entirely on delivering exceptional private event experiences.
- Streamline our operations for efficiency.
- Create a better work-life balance with a predictable schedule.
This decision was pivotal in helping Born & Raised Waffles grow sustainably.
The Results: Doubling Private Event Bookings
The impact of niching down was transformative. By the end of 2024, private event bookings surged from 16 to 42—a 162% increase. This wasn’t just a numbers game; it was about building a stronger, more profitable business:
- Increased revenue: Higher-value bookings meant better margins and sustainable growth.
- Stronger brand reputation: By specialising, we became known as the go-to for premium corporate and film shoot catering.
- Simplified operations: Focusing on one core area made planning and execution far more efficient.
Lessons Learned
Looking back, here are the key lessons from this journey:
- Focus on What Works: Private events consistently delivered better results than markets, so we doubled down on them.
- Leverage Digital Marketing: SEO blogging and Google My Business were game-changers in attracting the right clients. If you need help with these strategies, I highly recommend reaching out to Blogr.
- Don’t Fear Specialisation: Niching down can feel risky, but it allows you to excel in your chosen area and attract ideal clients.
- Streamline Your Efforts: Letting go of low-value activities frees up time and energy for what truly matters.
Looking Ahead
As we head into 2025, I’m excited to continue growing Born & Raised Waffles by sticking to this focused strategy. With a strong reputation in corporate and film catering, the business is well-positioned for even greater success.
If you’re a small business owner feeling overwhelmed, I encourage you to step back and evaluate your efforts. Sometimes, less really is more. By narrowing your focus, you can unlock incredible growth—just like I did with Born & Raised Waffles.
Ready to take your business to the next level? Check out Blogr for expert advice on SEO, blogging, and Google My Business optimisation. Let’s make it happen!