Catering sales lagging? Change the marketing. Kelly’s Roast Beef, a five-unit chain based in Saugus, Mass., introduced Kelly’s Customized catering about a year ago and gave it wide-ranging marketing support, and now catering is the chain’s fastest-growing sales segment. Before the new program debuted, catering sales were less than $100,000. Now they’re $300,000 and growing. Here’s the first print ad for Kelly’s Customized. It appears in the current edition of Agenda Boston, which is sent to 13,000 meeting and event planners in New England.
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