How to Get Corporate Catering Clients: 9 Proven Strategies

Corporate clients are the backbone of many successful catering businesses. These clients provide steady, high-value orders and often lead to repeat business and referrals.  

If you want to increase sales for your catering company, one simple way is to focus on attracting corporate clients. Read on to learn how to get corporate catering clients and build long-term relationships that will grow your catering business.

Understanding the Corporate Catering Market 

Corporate catering is a lucrative niche within the catering industry. Events like business meetings, conferences, team-building sessions, and holiday parties create a continuous demand for high-quality catering services. 

Corporate clients typically value reliability, professionalism, customizable options, and seamless service. A corporate client generally has higher expectations compared to individual or smaller-scale clients because their events often involve stricter schedules and higher stakes. For instance, a delayed delivery or poorly managed service at a corporate seminar or networking event reflects badly on a company, leaving a sour impression on their potential or existing customers. 

To secure more catering clients, it’s crucial to understand the unique dynamics of the corporate market and tailor your marketing and sales efforts accordingly. Unlike individual clients who often prioritize cost and convenience, corporate clients seek a professional presentation and seamless service that reflect positively on their brand.  

If you’re marketing to individual customers, you might focus on discounts or packages for personal events. However, if you’re marketing to corporate customers, you’ll do better highlighting your tailored menu options and professional catering setups for boardroom meetings or company-wide events. 

9 Proven Strategies to Attract Corporate Catering Clients 

Since corporate clients have specific needs, higher expectations, and a focus on professionalism and reliability, attracting these clients requires a strategic approach. Here are nine tactics to attract corporate clients with:

1. Leverage Digital Marketing

Corporate decision-makers often start their search for catering services online, so having an effective online presence is crucial for attracting corporate clients. Here are two tips on how to utilize digital marketing: 

1. Search Engine Optimization (SEO): Optimize your website with relevant organic search keywords such as “corporate catering” and “catering services.” Include informative content like menus, client testimonials, and blog articles to rank higher on search engine results pages (SERPs). Consider how catering keywords fit into your broader restaurant SEO strategy, as well. 
2. Social Media Platforms: Engage actively on social media platforms like LinkedIn, Instagram, and Facebook. Share posts showcasing successful catering events, happy clients, and behind-the-scenes content to attract potential clients.

2. Networking and Partnerships

Networking can create new opportunities and referrals for your catering business. Here are two tips to network and build partnerships more effectively: 

1. Attend Networking Events: Participate in industry events and expos to meet corporate event planners and human resources (HR) managers. Build relationships that lead to referrals with time. 
2. Collaborate with Local Businesses: Partner with venues and coworking spaces to gain introductions to new catering clients. To incentivize these businesses to refer you, offer a referral fee for every catering order they generate. 

3. Offer Customizable Catering Packages

Corporate clients appreciate flexibility and customization when it comes to catering. Here are two tips on how to offer customizable catering packages: 

1. Flexible Menus: Corporate clients often have diverse teams, and catering to their varying dietary needs is crucial. To do this, create flexible menus, including vegetarian, vegan, gluten-free, keto, and allergen-sensitive dishes. 
2. Highlight Your Offerings: On top of having adaptable menus, highlight these offerings prominently throughout your catering marketing campaigns, sales collateral, and physical or printed materials. Ensure your website, social media, and promotional content showcase your ability to accommodate various dietary restrictions to position your catering business as one that understands and adapts to the diverse needs of corporate clients. It’s even better if you have positive reviews from clients who held niche events or who otherwise received an above-and-beyond experience with your service.

4. Invest in Professional Catering Software

Managing orders, client relationships, and event details is a challenge without the right tools. Here are two tips on how to use the right software to streamline your operations:  

1. Utilize Catering Software: Catering software organizes every aspect of your business, from receiving and tracking orders to managing relationships with catering customers and planning events. By automating these processes, you can reduce errors, improve efficiency, and ensure timely delivery. 
2. Showcase Your Technology: When pitching to potential clients, offer a live demo of your catering software to show how it streamlines and improves order management. Walk them through features such as custom menu creation, real-time tracking, and seamless event coordination to demonstrate how your technology ensures accuracy, timeliness, and a smooth experience. 

5. Showcase Testimonials and Case Studies

Corporate clients are more likely to trust a catering business that has a proven track record of success. Here are two tips on how to showcase testimonials and case studies: 

1. Testimonials: Collect feedback from previous clients and feature their testimonials prominently on your website and social media platforms. Highlight specific outcomes, such as on-time deliveries or exceptional customer service, to show how you can meet corporate needs effectively. 
2. Case Studies: Develop case studies that showcase your catering services at corporate events, including the challenges faced and the solutions you provided. When pitching to potential catering clients, offer these case studies as evidence of your ability to manage large-scale events with precision and care.

6. Deliver Exceptional Customer Service

From the first point of contact to the completion of the event, your team should prioritize smooth communication, attention to detail, and a positive client experience. Here are two tips on how to deliver exceptional customer service: 

1. Train Staff to Offer Impeccable Service: Thoroughly train your catering staff to anticipate client needs well in advance and respond promptly and courteously. Consistent attention to detail, from the initial inquiry to the event’s completion, makes clients feel valued and respected.  
2. Build Long-Term Relationships: Rather than viewing each event as a one-off, build relationships with your clients by maintaining regular communication and offering personalized touches. By providing consistent, high-quality service and being proactive, you’ll improve customer satisfaction levels and increase the chances of securing repeat business and referrals.

7. Tap Into Content Marketing

Content marketing is a powerful tool for educating and engaging potential corporate clients. Here are two ways to tap into content marketing: 

1. Create Valuable Content: Develop content that directly solves the problems faced by corporate clients, like tips for catering to large teams or how to handle specific event logistics. By providing actionable advice, you’re more likely to attract potential clients and show that your business understands their needs. 
2. Position Yourself as an Expert: Offer your expertise and insights to establish your thought leadership and position yourself as an expert in the corporate catering industry. In addition to posting and sharing on your own platforms like LinkedIn, X (formerly Twitter), Instagram, and Facebook, look for opportunities to contribute guest blog articles or speak at industry events to expand your reach.

8. Develop a Strong Brand

A strong brand identity makes your catering business more recognizable and appealing to corporate clients. Here are two tips on how to develop a strong brand: 

1. Ensure Your Brand Is Cohesive: Corporate clients are looking for businesses that present themselves as professional, organized, and consistent. Make sure your logo, color scheme, and messaging are aligned across all platforms to build trust and recognition with potential clients. 
2. Emphasize Professionalism, Quality, and Reliability: When positioning your brand for corporate clients, it’s crucial to communicate values of professionalism, quality, and reliability. Use language that reflects your commitment to excellence and emphasize these values to assure corporate clients that you’ll meet their high expectations. 

9. Include Clear Pricing

While corporate clients often prioritize quality and service, having a clear pricing structure is also key to winning their business. Here are two tips on how to optimize your pricing:  

1. Structure Pricing Clearly: A transparent and well-structured pricing model ensures corporate clients understand exactly what they’re paying for. Clearly break down costs based on services, such as menu options, number of guests, and event logistics. While price is important, emphasize the value of your offerings, such as local and organic ingredients, exceptional service, and attention to detail, which justify your pricing and set you apart from competitors. 
2. Offer Special Rates for Long-term Contacts: For new clients, focus on showcasing your professionalism and the high standard of service you provide. However, for existing customers who already trust your quality and reliability, offering discounted rates for long-term contracts is an effective way to secure repeat business. 

Measuring Your Success and Pivoting on Strategy 

Once you’ve implemented these strategies, how do you know what’s working and what’s not? The key is to track relevant metrics and adapt your strategy accordingly.  

Key performance indicators (KPIs) for catering businesses include client acquisition rates as well as customer feedback from both new clients and loyal customers. Tracking the conversion rate from inquiries to confirmed bookings gives you an understanding of how well your sales process is working, and how effectively you’re able to find catering clients and turn them into paying customers. On top of that, gathering feedback from your clients allows you to understand your strengths and identify areas for improvement.  

Once you have data and insights to work with, look at the data and decide if you want to adapt your strategy. For example, if you're finding that your social media strategy isn't converting as well as expected, it may be time to shift more focus to content marketing or direct outreach through networking events. By testing new approaches and continuously analyzing your results, you’ll attract corporate clients more effectively and generate more business.  

Taking the Next Step 

There you have it—nine strategies to secure more corporate catering clients and boost catering sales. While it may not be feasible to implement all these strategies at once, focus on one or two that are likely to have the greatest impact on your business. By dedicating time and effort to these key areas, you’ll set yourself up for success and build a strong foundation for attracting corporate clients. 

Want to expand and optimize your catering offerings? Read our loyalty guide for restaurants and catering businesses and book a demo to see how our catering software improves your operations.