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The Caterer Case Study

2025 Affino Case Caterer Origin 700
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LinkedIn 2017Jacobs Media delivers potent The Caterer Online Publication with enhanced control services

LinkedIn 2017Affino-powered The Caterer gives Jacobs Media fully hands-on control over all its web resources

LinkedIn 2017New The Caterer Professional Services Hub running on the Affino SaaS has given Jacobs Media hugely evolved business intelligence

Origin / Overview

 

Jacobs Media engaged Affino in February 2024 to overhaul eight key website portfolio properties. The goal was to enhance business intelligence with improved messaging, advertising, and subscription services. The first brand selected for the transition was The Caterer, as it operates independently within Jacobs Media’s primarily travel-related portfolio.

 

Affino is designed for unification and centralization, bringing all core business activities onto a single connected platform. It provides real-time business intelligence and seamless integration of operations, enabling greater efficiency and productivity. The platform’s unified Audience CRM offers a comprehensive data set, allowing for precise targeting and communication in real-time.

 

A key objective was to bring subscription sales and management in-house. Previously, print subscriptions were handled by a third-party provider, which limited The Caterer’s control. The previous website was an enterprise stack composed of loosely integrated third-party solutions, which failed to provide the level of business intelligence that Affino delivers natively.

 

The fragmented nature of the old system made it difficult to manage data and accurately track consumer funnels. Content management was handled by a web travel platform, further complicating operations. Affino’s fully unified system ensures seamless integration, empowering website owners with full control over all aspects of site management.

 

The timing was ideal, as The Caterer’s team was eager to develop a more efficient and engaging website. Unlike some projects that face internal resistance, this initiative had full stakeholder support from the outset.

 

The ambitious project required reallocating Jacobs Media resources to meet a tight timeline. Fortunately, all necessary functionalities were already built into Affino, eliminating the need for additional development. Data migration was supported by Affino’s data partners, Data Legends.

Collaboration

2025 Affino Case Caterer Collab 700

The initial focus areas included:

  • Migrating all the content and site structure to Affino’s core CMS

  • Transitioning the audiences, mailing lists and messaging to Affino's CRM and marketing services

  • Moving subscription sales to Affino's CRM, commerce and subscription services

  • Implementing Affino’s marketing automation and sales CRM automation

  • Migrating digital ads to Affino's integrated ad services platform
  • Planning a future migration of events

Structural decisions on the sitemap, framework, and overall design were efficiently coordinated by Maria Mellor, Digital Content Manager at Jacobs Media, alongside Susan Kerrigan, Affino’s Head of Projects. Their collaboration ensured quick consensus and seamless execution. Jacobs Media’s Programs Manager, Martin Eade, played a crucial role in optimising business efficiencies and coordinating the migration.

 

One key aim was centralising The Caterer’s operations, particularly data and business intelligence, to provide accurate, real-time performance metrics. Editor-in-Chief James Stagg now has instant access to comprehensive insights via Affino’s CRM, a stark contrast to the fragmented data of the previous system.

 

Thanks to the coordinated efforts of Maria, Martin, and Susan, the transition was exceptionally smooth. Their ability to streamline decision-making and resource allocation eliminated common project delays, ensuring a swift and effective migration.

Solution

2025 Affino Case Caterer Solution 700

The biggest win was the unification and centralization of business intelligence, providing real-time, accurate KPIs. The previous enterprise stack’s complexity made obtaining meaningful statistics nearly impossible—something Affino natively excels at.

 

Bringing subscription sales and management in-house was another crucial milestone, especially as The Caterer transitioned away from print media. Without these key shifts, the project’s impact would have been significantly diminished.

 

Other critical improvements included:

  • Enhanced marketing automation leveraging Affino’s native messaging and ad management solutions

  • Innovations in ad management to better align with Jacobs Media’s advertising goals

  • Full utilization of Affino’s built-in AI technologies to support business growth

Beyond functionality, the site’s design and user experience received a major upgrade. Thanks to the efforts of Mark Foster and Luis Montiel, The Caterer’s new platform isn’t just visually appealing—it offers an expansive, seamless user experience.

 

The project moved rapidly, launching live on May 10, 2024, less than three months after initial development began on February 19. The speed and efficiency of execution were driven by decisive action and effective collaboration.

Success

2025 Affino Case Caterer Success 700

Since launch, engagement metrics have shown consistent growth. While a direct before-and-after comparison is challenging due to the previous platform’s fragmented data, it is clear that the Affino-powered site is driving increased reach and engagement.

 

Editor-in-Chief James Stagg summarised the impact of the transformation:

 

"The Caterer launched a new website that heralds a new chapter in the history of the brand. As we draw a line under one part of The Caterer’s past by retiring the print product, we have introduced a digital platform that brings together news, features, insight, and analysis in a more compelling and engaging way."

 

"In time, the new platform will also integrate The Caterer’s conferences and awards, allowing our community to engage more deeply with our face-to-face events. Users can build profiles, access prioritised content, and tailor the experience to their business needs. As a company, this transition enables us to unify our brand presence and better serve the hospitality industry with timely, relevant information."

 

"Readers will see new sector-specific email communications, richer media content, and expanded coverage of major industry events such as the Cateys."

 

With Affino’s advanced tools and AI-driven insights, The Caterer now has the infrastructure it needs to thrive. The transformation has set a new standard for efficiency, intelligence, and engagement—demonstrating the power of a truly unified platform.

 

www.thecaterer.com

James Stagg Avatar

"In time, the new platform will also integrate The Caterer’s conferences and awards, allowing our community to engage more deeply with our face-to-face events. Users can build profiles, access prioritised content, and tailor the experience to their business needs. As a company, this transition enables us to unify our brand presence and better serve the hospitality industry with timely, relevant information."

 

James Stagg, Editor-in-Chief, The Caterer

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