Geluna Gelato
Building a catering program that could actually scale
Geluna had a product people loved and a natural fit for events. What they didn’t have was a system. Catering existed in theory - requests came in, the team figured it out each time - but there was no structure, no consistent pricing, and no way to grow without adding chaos.
The gap
The opportunity wasn’t demand; gelato is inherently experiential, and interest from weddings, corporate events, and private gatherings was already there. The opportunity was building a program that could meet that demand consistently, profitably, and without reinventing the process every time.
What SG built
Defined service tiers each with clear inclusions, requirements, and appropriate use cases.
Service model
A pricing model built from real costs so every event contributes to the business rather than just filling the calendar.
Margin-aware pricing
A custom BEO-style planning tool to standardize event details, control costs, and create internal alignment from booking through breakdown. SOPs for staffing, setup, service, and breakdown.
Operational system
Targeted outreach strategy identifying key venues and event types, and positioning catering as a natural extension of the brand, not a side offering.
Go-to-market positioning
“The BEO [banquet-event-order] tool is still going strong. It helps get quotes out quickly.”
— Diana, co-owner, Geluna Gelato
Geluna launched with a fully developed catering program: defined tiers, structured pricing, and operational systems in place. Catering is now an integrated part of the business, not an afterthought.
The result
Service model design · Pricing strategy · Operational planning · Go-to-market positioning