Lunch and Learns have become a staple in the AEC industry. Manufacturers and service providers use them to connect with architects, engineers, and designers while providing continuing education credits. On paper, they sound like a win-win. Architects get a free lunch and learning credits, while manufacturers get face time with decision-makers.

But here’s the reality. Most Lunch and Learns are a waste of time and money.

Why? Because too many companies treat them as a numbers game. Sales teams are given quotas such as  “Do five Lunch and Learns this month.” The focus is on quantity, not quality. Presentations are scheduled with any firm that will agree to host, regardless of whether that firm has relevant projects or even specifies products in the category. Factoring in the cost of food, travel, and lost time, the investment can reach hundreds or even thousands of dollars with little chance of meaningful return.

The problem isn’t the format but the lack of strategy. When done with purpose, Lunch and Learns can be one of the best ways to build trust, position a company as an expert and lead to future specifications. The key is to stop treating them like a box to check and start treating them like an investment. 

Here is how to maximize the return on Lunch and Learns.

Phase 1: Identify the Right Firms

The first mistake many companies make is casting too wide a net. If you sell commercial windows, there’s little value in presenting to a boutique residential architecture firm. If you manufacture curtain wall systems, a small interiors firm isn’t your target.

Every Lunch and Learn should start with a clear answer to one question: Does this firm have projects where my product can be specified?

This requires research:

• Current projects: Are they working on schools, hospitals, high-rise commercial, or other sectors where your products fit?
  
• Past projects: Have they used your products before? If not, do they typically use competitors?
  
• Pipeline: Do they have upcoming projects in pre-design or design development that align with your solutions?

Getting on the right firm’s calendar isn’t always fast. Some firms schedule Lunch and Learns six months or more in advance. But if you’re serious about specifications, it’s worth the wait.

Phase 2: Research Projects and People

Once you’ve identified the right firm, the next step is to go deeper. Don’t just show up with a generic presentation. Understand the work the firm is doing and the people who will be in the room.

• Projects: Which ones could benefit from your solution? Can you reference case studies that align with their current challenges?
  
• Key players: Who are the project managers, design leads, or spec writers that influence product selection? Tailor your presentation examples to their roles.
  
• Firm priorities: Are they sustainability-focused? Do they specialize in resilient design? Match your messaging to what they value.
  

This level of due diligence signals respect for their time and shows that you’re not there to sell. You’re there to provide relevant solutions.

Phase 3: Deliver Value in the Presentation

This is where most Lunch and Learns go wrong. Too many presentations become product dumps with slide after slide of features and benefits. That approach might check the AIA credit box, but it doesn’t build trust or influence specifications.

A strategic Lunch and Learn is:

• Solution-oriented: Frame your product in terms of solving problems architects face, not just what it is or what it does.
  
• Engaging: Use real project examples, stories, and visuals that architects can relate to.
  
• Interactive:  Encourage questions and discussion. Identify current challenges and address them in the session.
  
• Educational:  Architects want to learn. If they leave with new knowledge that helps their projects, you’ve succeeded.
  

When you provide insight instead of just information, you move from being a salesperson to being a trusted resource.

Phase 4: Follow Up with Purpose

The presentation isn’t the end. It’s the beginning. Too often, Lunch and Learns end with a thank-you and no follow up. That’s a missed opportunity.

After the session:

• Send a thank-you note: Include resources and answers to questions raised.
  
• Connect on projects: Reference specific jobs and explain how you can support.
  
• Stay visible: Share articles, CE courses, or relevant content that builds authority.
  
• Track outcomes – Did your product get added to specs? Did relationships progress?
  

Follow-up is where the ROI happens. Without it, your investment stops at sandwiches and slides.

Measuring ROI: Beyond Attendance

Many companies measure Lunch and Learns by attendance: “We presented to 15 architects last week.” But headcount is a vanity metric.

The real ROI comes from:

• Specifications gained – Did your product make it into a project?
  
• Relationships advanced – Did you build trust with key influencers?
  
• Pipeline impact – Did the session create opportunities that move projects forward?
  

When you measure what matters, you can make better decisions about which firms to target and which presentations to deliver.

So… Are Lunch and Learns a Waste of Time?

The answer is yes – if you treat them as a quota exercise.

But when you approach Lunch and Learns strategically, they can be one of the most cost-effective ways to influence specifications, build credibility, and position your company as a trusted partner.

Think of them as a business development investment. The meal is just the vehicle. The real value is in the research, the tailored presentation, and the follow-up that turns face time into specifications.

Without strategy, Lunch and Learns are a waste of time. With strategy, they become a smartest investment.

Ready to Make Your Lunch and Learns Work for You?

At Donovan Digital, we help building product manufacturers and service providers create and manage effective Lunch and Learn programs that deliver results.

Our team brings decades of experience in:

• Program design: Aligning your courses with AIA requirements and your business objectives.
  
• Targeting the right firms: Identifying the architects and firms that can actually specify your product.
  
• Presentation development: Turning your content into engaging, solution-oriented presentations.
  
• Promotion and scheduling: Getting your program in front of the firms that matter.
  
• Follow-up strategies: Converting presentations into specifications and long-term relationships.
  

If your team is spending time and money on Lunch and Learns without seeing results, let’s change that. We’ll help you stop checking the box and start building programs that influence projects, specifications, and revenue.

👉 Schedule a meeting with Donovan Digital to get your Lunch and Learns delivering real ROI.