Dayton Catering Company and Event Planning has delighted the Shenandoah Valley since 2018. Standout Arts spoke with owner Diane Roll about her journey, the company’s growth, and her passion for food, service, and lasting relationships.

From a food truck to a full kitchen

Roll’s story began in 2011 with Mama’s Caboose, a food truck that quickly became a familiar sight at wineries, factories, and community events.

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“It was not necessarily a money maker,” she recalls, “but it got me recognized in the neighborhood and in the community.”

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Using the truck as a mobile kitchen, Roll eased into catering and eventually rented a small deli in Dayton as a prep space. Those early years also introduced Grab and Go style offerings as a practical way to meet customer demand between events.

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The food truck years forged friendships with local vineyards, breweries, and fellow entrepreneurs. Roll notes that “we kind of all started at the same time,” and the group helped one another with events, proving that true networking is about building relationships and mutual support.

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Dayton Tavern and the leap into catering

In 2017 Roll opened the Dayton Tavern. Its popularity sparked a sharp rise in catering requests, and the tavern soon doubled as a launching pad for larger events.

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“Because it was so nice, it really sparked the catering side of things,” she says. “Business really picked up.”

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By 2018 the business needed more space. Bridgewater Home offered part of its building, which already had a vent hood, sinks, and other code-compliant infrastructure in place.

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“Everything that needed to meet code was already done,” Roll explains. “I just had to purchase equipment, so this became the catering operation.” The expanded kitchen helped streamline both full-service catering and the growing Grab and Go selections.

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Pivoting through the pandemic

When Covid 19 hit in early 2020, the team pivoted fast. Roll and her staff turned every ingredient they owned into $25 casseroles for curbside pickup, then supplied factories with bulk orders such as “a thousand sandwiches” to keep essential workers fed.

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“That is really what saved us,” she says. The grab and go model that emerged during the pandemic later became Dayton Catering Grab and Go, now a core part of the company’s services and a favorite for busy families who want quality meals without the prep.

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A fire and a new focus

On August 7, 2024, a neighboring fire damaged the Dayton Tavern. After reflection, Roll chose not to reopen the restaurant and to focus entirely on catering and Grab and Go meals. She contacted Standout Arts for marketing help, and the results have allowed her to mentor budding entrepreneurs at James Madison University. Grab and Go continues to expand with rotating menus and seasonal specials.

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Looking ahead

Roll holds WSET Level 2 wine certification and hopes to expand the company’s wine program, possibly offering wine paired dinners. Whatever comes next, her commitment to quality food and genuine relationships remains clear. Grab and Go will continue to serve as a bridge between her team’s culinary creativity and the community’s everyday needs.

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Learn more at daytoncateringco.com or visit the company on Facebook.