Regardless of the location, catering has always been a business built on precision, timing, and exceptional service. From lavish wedding banquets to high-volume corporate events, the success of a catering operation depends on how smoothly logistics align with the expectations of its guests. 

Today, that alignment is being reshaped by technology, including AI, real-time analytics, and automation. These techniques are no longer optional upgrades but essential tools for catering companies looking to thrive in a competitive market.

STAKES ARE HIGH

In the Middle East, where hospitality is both a cultural and commercial aspect, the stakes for catering companies are particularly high. Large-scale events—from global conferences in Dubai to multi-day weddings in Saudi Arabia—demand seamless execution. Technology isn’t just about efficiency; it’s about maintaining a reputation for excellence in a region where food and service carry profound social importance. Companies that embrace digital tools are positioning themselves as leaders, ready to scale operations and meet international expectations.

Chef Gregoire Berger, chef and founder of Kraken and Monarch Events, is no stranger to the high-pressure catering scene. In a market where many options are similar, he says that the catering industry is evolving to create more niche experiences, especially for luxury events. 

“With the same locations available to all brands, technology provides something cutting-edge that sets experiences apart. However, brands must recognize that some of these elements can be a novelty, and that reverting to traditional catering roots might be the most crucial decision of all. We evolve, but we keep tradition: humanity and the touch of the artisan are essential.”

In recent years, caterers have relied on historical data to anticipate demand. Now, AI eliminates the guesswork from planning. By analyzing past orders, event trends, and external factors such as seasonality and cultural calendars, AI can accurately predict menu preferences and optimal ingredient quantities. 

The result? Reduced food waste, smarter purchasing decisions, and increased profitability. This not only benefits the bottom line but also contributes to a more sustainable catering industry, a responsibility we all share.

STREAMLINE FUNCTIONS

Elias Kandalaft, founder and CEO of Pinch Gourmet, emphasizes that technology equips caterers to execute large-scale events with confidence. “Customer preferences and unique demands can be input into the system and traced on a floor plan, enabling caterers to pinpoint where the customer is sitting and what their preferences are. Ordering can be narrowed down to the gram as it builds on available inventory, reducing over-ordering and inefficiency.” 

Kandalaft adds, “We’ve been able to streamline a lot of back-end functions that traditionally consumed time. For example, our digital ordering and inventory systems automatically track ingredient usage and flag reorders, reducing the need for manual stock checks. 

Additionally, ERP (Enterprise Resource Planning) transformed the sales process by providing the team with instant access to numerous recipes and menus. “These integrations have not only sped up operations but also allowed us to create tailor-made events more efficiently, giving customers the freedom to enjoy a unique menu every time.”

Events are dynamic. Real-time data platforms now give managers a live feed of inventory levels, staff productivity, and service bottlenecks. For example, if a popular dish runs low at a corporate gala, the system can instantly flag the kitchen, triggering staff to replenish or redirect resources. This level of agility not only improves guest satisfaction but also provides caterers with insights to refine future operations. 

Automation is often associated with manufacturing, but its role in the food and beverage industry, including catering, is expanding rapidly. From robotic chefs capable of handling repetitive prep tasks to automated ordering and billing systems, automation frees human staff to focus on what matters most—hospitality.

UPSKILLING STAFF

And yet, technology alone doesn’t modernize the catering industry. The advances must be paired with upskilling teams to enable them to use these tools effectively. Staff need to be trained not only as chefs or servers, but also as data-literate operators who can interpret dashboards, manage automated systems, and make informed decisions based on real-time updates. 

Companies that balance digital transformation with human expertise and data-driven decision-making will find themselves better equipped to meet the industry’s evolving demands.

Chef Luma Makhlouf, co-founder of Maiz Tacos, Luma’s Cakes, and Good Burger DXB, explains recent uses of technology with her teams: “We’ve automated areas like inventory tracking, logistics scheduling, and CRM workflows. These tools significantly reduce the repetitive administrative work on the team’s plate, allowing them to spend more time with guests, upselling, customizing, and creating personalized experiences. That’s where the value lies.” 

She adds that strong CRM and POS systems are critical. “When you’re catering for thousands of guests, technology needs to handle the same weight as your service team. That means seamless checkouts, quick order processing, and accurate guest data. At the same time, technology should never overshadow hospitality—it should make the guest experience smoother, not colder.”

Stasha Toncev, Chief Soul Kitchen Officer, 21 Grams, Piehaus, Etar Catering, has a similar approach: “While advances are progressing rapidly, it is now more evident than ever that people must step up, train, and ensure quality and control within every process.”

She adds: “Machines won’t replace our brains, but they can surely support our resource planning and save our precious time from repetitive tasks.” 

Like the others, Toncev believes strongly in the personal element: “Digital tools are essential if you want to scale, whether it’s CRM systems, payments, or logistics software. However, catering remains one of the most personal areas of the food and beverage industry.”

“While I believe every caterer needs basic digital literacy to grow, I don’t think it will ever outweigh culinary and human skills.”

LOOKING AHEAD

Looking ahead, Chef Luma envisions robotics playing a role in production kitchens, particularly in tasks involving repetitive or heavy preparation, such as protein processing, large-batch cooking, or reheating. “But in hospitality, the human touch can’t be replaced. Food and service are so tied to connection and trust. While robots may play a supporting role, I don’t think they’ll ever completely eliminate the human element. However, the future always has a way of surprising us.” 

 For the catering industry in the Middle East and beyond, the question is no longer if technology will transform operations—it’s how quickly companies can adapt to stay competitive. While the benefits of AI, real-time analytics, and automation are clear, there are also potential risks and challenges, including initial investment costs, staff training, and concerns about data security. However, those who embrace these technologies and effectively manage these challenges are setting the table for tomorrow’s success.