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 ...
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