How to Sell Catering: 48 Tips for Cutting Through the Noise

Selling catering services in today’s competitive market can feel like shouting into the void. given the influence of inflation, many clients are cutting back on spending, making it tough for catering companies to sustain their business. While the catering industry is competitive, it’s also full of opportunities for those with the right strategies. 

In this guide, we’ll explore actionable tips for how to sell catering services effectively—whether you’re running a home-based catering business or a large-scale catering operation.

Understanding the Catering Market 

How big is the catering market, exactly? The catering services and food contractors market size hit $295.04 billion in 2024, and it’s forecast to grow to $312.23 billion in 2025 at a compound annual growth rate (CAGR) of 5.8% (The Business Research Company). In 2024, the largest region in the catering services and food contractors market was Western Europe, followed by North America.  

Given the size and diversity of the catering market, trying to serve everyone at once is simply not possible. Instead, focus on your target clients—the specific demographic segments most likely to benefit from your services. Zero in on their needs to deliver tailored experiences that set your business apart. 

Defining Your Target Market 

To effectively reach your ideal clients, start by identifying who they are and what they value most. For example: 

• Corporate events demand efficiency, professionalism, and customizable menu options to suit a variety of tastes and dietary restrictions. 
• Wedding venues and planners often prioritize bespoke, elegant offerings that match the theme of the couple’s big day. 
• Private clients look for convenience, affordability, and a personal touch. 

Crafting Your Selling Proposition 

Once you’ve identified your target audience, the next step is to create your unique selling proposition (USP).  

In the crowded catering industry, your USP is what sets your business apart and makes potential clients choose you over competitors. Think beyond what you offer and focus on how your services solve specific problems or fulfill unique needs. 

Start by asking yourself these key questions: 

• What are my catering services known for? Do you specialize in exquisite plating, eco-friendly menus, or culturally inspired dishes? 
• What value do I bring to my clients? Are you offering exceptional customer service, fast turnaround times, or customizable menus? 
• How do I go above and beyond competitors? Do you provide personalized service, unique packaging, or memorable client experiences that others overlook?

Here are some examples of compelling USPs: 

• Offering a 100% plant-based catering service to meet the growing demand for sustainable, vegan options. 
• Specializing in corporate events with seamless execution and detailed customization, including branded menu items and décor. 
• Providing artisanal desserts with personalized packaging for events that value attention to detail.

Digital Marketing Strategies 

Once you understand your USP and your key strengths, the next step is to start marketing your catering business. To start off, focus on these three key marketing strategies: optimize your website, set up your social media accounts, and create your email marketing campaigns. 

6 Best Practices to Optimize Your Catering Website 

Your catering website is a vital tool for attracting potential clients and turning them into loyal customers. Here are six best practices to make your website a powerful conversion tool: 

1. Clear Navigation and User-Friendly Design

• Ensure your website is easy to navigate, with clear restaurant catering menus and intuitive layouts. 
• Include dedicated sections for your menu options, testimonials, and contact details. 
• Optimize for mobile devices, as most people browse on their phones. 

2. Highlight Your USP

• Feature what sets your catering business apart—whether it’s eco-friendly menus, quick turnaround times, or bespoke service packages—right on your homepage. 
• Use strong visuals and concise copy to emphasize your USP. 

3. Showcase High-Quality Visuals

• Invest in professional photography to showcase your dishes, setup, and past events.
• Include galleries or videos to give potential clients a sense of what to expect. 

4. Include Testimonials and Case Studies

• Add customer testimonials to build trust and credibility.
• Showcase successful events you’ve catered, including details about the event type, menu, and client feedback.

5. Streamline the Booking Process

• Make it easy for visitors to request a quote or book your services with visible call-to-action (CTA) buttons like “Get a Quote” or “Book a Tasting.” 
• Include an online form to capture event details, such as the date, guest count, and specific needs.

6. Optimize for Search Engines (SEO)

• Use relevant keywords like "catering services" throughout your site. 
• Include location-based keywords to attract local customers, such as "catering company in [City Name]." 
• Write blog articles to address common client questions and improve your restaurant’s search engine optimization (SEO) performance.

8 Steps to Market Your Catering Business on Social Media 

Social media platforms are powerful tools for promoting your catering business, connecting with potential clients, and building your brand. Here are eight steps to creating an effective social media marketing strategy: 

1. Secure Your Accounts: Choose the right platforms (Instagram, TikTok, Facebook, and LinkedIn), use the same profile handle across platforms, and enable two-factor authentication (2FA).
2. Optimize Your Profiles: Add a professional profile picture, write a compelling bio, and link to your website.
3. Plan Your Content Strategy: Create a mix of posts, including photos, videos, tips, and testimonials.
4. Engage Your Audience: Post consistently, respond to comments/messages, and use interactive features like polls.
5. Collaborate with Influencers: Partner with local influencers or venues to gain exposure.
6. Post Video Content: Share engaging videos like cooking demos or event time-lapses with trending sounds or songs. This tactic is particularly useful if your business is on TikTok.
7. Run Contests and Promotions: Use giveaways or limited-time offers (LTOs) to attract and engage followers.
8. Analyze Your Performance: Track key metrics and refine your strategy based on what works best.

8 Steps to Create Email Campaigns for Your Catering Business 

Email marketing is a cost-effective way to stay connected with potential and existing customers, promote your catering services, and drive bookings. Here are eight steps to creating impactful email marketing campaigns: 

1. Build Your Email List: Collect emails through website sign-ups, event inquiries, or in-person interactions. 
2. Segment Your Audience: Group subscribers into categories like corporate clients, wedding planners, or past customers. 
3. Choose the Right Email Tool: Use platforms like Mailchimp or Constant Contact for professional email campaigns. 
4. Craft a Compelling Subject Line: Write attention-grabbing subject lines to boost open rates. 
5. Personalize Your Emails: Use the recipient’s name and tailor content to their preferences or past interactions. 
6. Include a Clear Call-to-Action (CTA): Add CTAs like “Book a Free Tasting” or “View Our Event Packages” to drive engagement. 
7. Design Mobile-Friendly Emails: Ensure your emails look great and load quickly on all devices. 
8. Track and Optimize: Monitor open rates, click-through rates, and conversions to improve future campaigns. 

Networking and Partnerships 

Strong connections with event planners and venues drive consistent catering opportunities. Start by networking with other local business owners like wedding planners, corporate event organizers, and event venue managers to introduce your catering services. 

Offer to collaborate on events or provide exclusive packages tailored to their clientele. Make it easy for planners to recommend you to potential customers by providing detailed service information, sample menus, and testimonials from past events. 

On top of connecting with local planners, also partner with social media influencers and local businesses to expand your reach and create mutual opportunities. For example, collaborate with florists, photographers, and space rental companies to offer bundled services for events. 

Build relationships with co-working spaces or offices and cater for their meetings or events. This allows you to grow your visibility and strengthen your presence in the community. People love recommending a business they’re already familiar with, especially if they’re a customer themselves. 

7 Sales Techniques for Catering Services 

Selling catering services requires a mix of effective techniques to engage potential clients and stand out in a competitive market. Here are seven techniques to boost your catering sales:  

1. Consultative Selling Approach: Focus on understanding the client’s needs, preferences, and budget. Tailor your recommendations to provide customized solutions. 
2. Highlighting Your USP: Clearly communicate what makes your catering service unique, such as eco-friendly practices, specialty cuisines, or exceptional service. The more authentic this is to your brand, the better. 
3. Menu Presentations and Tastings: Offer sample menus or tastings to help clients visualize and experience your offerings. 
4. Upselling and Cross-Selling: Suggest additional services like drink pairings, dessert stations, and themed decor to improve their event. 
5. Bundled Packages: Offer pre-designed packages for specific event types (e.g., weddings, corporate lunches) to simplify decision-making for clients. 
6. Follow-Up Communication: After initial consultations, follow up promptly with personalized proposals and address any concerns or questions. 
7. Exclusive Discounts: Offer limited-time promotions to encourage quick decisions, especially for repeat or bulk bookings.

8 Pricing Strategies for Catering Services 

Setting the right price is crucial for attracting clients while ensuring your catering business remains profitable. Here are eight strategies for pricing your catering services: 

1. Competitive Pricing: Research what other catering companies charge in your area and offer similar or slightly more attractive pricing. If you can’t find this info – since many caterers keep pricing private until invoicing clients – estimate numbers based on what is publicly available.  
2. Tiered Pricing: Offer multiple pricing tiers based on the level of service or customization, allowing clients to choose what suits their budget. 
3. Package Pricing: Bundle services (e.g., food, drinks, rentals) into all-inclusive packages to simplify pricing for clients and simplify decision-making. 
4. Discounted Rates for Large Events: Offer discounts for large events or corporate clients to encourage bigger bookings. 
5. Seasonal Pricing: Adjust your pricing based on the time of year, with peak seasons commanding higher rates and off-seasons offering more competitive pricing. 
6. Flat Fees vs. Per-Person Pricing: Choose a pricing model that works best for your catering operation, whether it's a per-person cost or a flat fee for the entire event. 
7. Deposits and Payment Plans: Require a deposit to secure bookings and offer flexible payment plans for larger events to reduce clients’ financial hesitations, if any. 
8. Premium Pricing for Special Services: Charge premium rates for specialty items or services, such as custom menu options, late-night snacks, or on-site chefs.

One common issue catering companies face is using discounts in a way that doesn’t diminish the perceived value of their services. While discounts can be a powerful tool to encourage customers to purchase, they can also give the impression that your services are less valuable, if not applied thoughtfully.  

To avoid this, offer discounts strategically, such as for large events or repeat business, rather than across the board. Instead of discounting the core services, add extra value through complimentary items like a free dessert station or upgraded service options.  

Also consider offering a slight discount for prompt payment. A growing number of B2B services offer two to five percent off the total invoice if the client pays within one to seven days of receiving it (instead of the usual net 30 terms). This incentivizes customers to save money by demonstrating their own commitment to your service.  

You can also create tiered packages where the discount applies to a higher-tier package, making it feel like an exclusive offer rather than a reduction in quality. By framing your discounts as added value or limited-time offers (LTOs), you maintain the prestige of your services while still attracting budget-conscious clients. 

6 Ways to Use Technology to Improve Your Workflow 

Technology can streamline operations, improve client interactions, and improve your catering business's efficiency. Here are six ways to use technology to optimize your catering services: 

1. Catering Management Software: Use catering software to track orders, manage staff schedules, and streamline event planning. 
2. Online Booking Tools: Implement booking tools on your website to allow clients to easily schedule consultations or secure event dates. 
3. Customer Relationship Management (CRM) Systems: Use a CRM system to keep track of client information, preferences, and communication.  
4. Inventory Management Tools: Use inventory management software to track ingredients and supplies and reduce waste.  
5. Event Management Platforms: Integrate event management platforms to collaborate with clients on event details and coordinate timelines efficiently. 
6. Feedback and Survey Tools: Use digital survey tools to gather customer feedback and improve your services based on their insights. 

5 Client Retention Strategies 

Client retention is key to building a long-term, sustainable catering business. Here are five effective ways to keep your catering clients coming back: 

1. Follow-Up Strategies: Reach out to clients after events to gather feedback, address any concerns, and show appreciation for their business. 
2. Loyalty Programs: Implement loyalty programs offering discounts or exclusive offers to repeat clients, encouraging them to choose your services again. 
3. Exclusive Offers: Provide loyal clients with exclusive discounts, early access to new menu items, or priority booking for special events. 
4. Referral Incentives: Encourage clients to refer your services to others by offering a referral incentive, like a modest discount on future orders for both parties. 
5. Celebrate Milestones: Recognize special occasions like anniversaries or birthdays with personalized offers or services. 

Analyzing Your Sales Efforts 

To improve your catering business's sales, regularly analyze your data and use that data to make informed decisions. By tracking key metrics and gathering client feedback, you can refine your strategies and workflow for better results. 

If you’re not already doing so, make sure you track key performance indicators (KPIs) such as conversion rates, average order value, and the number of repeat clients to measure the success of your sales strategies. Additionally, monitor your website traffic, social media presence, and email campaign open rates to assess how well your marketing efforts are attracting potential clients.  

Additionally, seek feedback from your clients to understand their experience with your catering services, and use this input to adjust your approach. Pay attention to comments and reviews to identify any patterns or recurring issues, then adjust your sales pitch, pricing, or menu offerings accordingly. This allows you to tailor your services to better align with customer expectations.  

Frequently Asked Questions About Selling Catering 

How does a caterer or catering business get clients? 

Caterers get clients by building a strong online presence through a well-designed website, social media engagement, and online reviews. Networking with event planners, wedding venues, and local businesses is also crucial for securing referrals. Attending local events and offering tastings can create buzz, while leveraging discoverability tools like Google Business Profile and Yelp increase visibility.  

Additionally, offering promotions and discounts to new customers or those who refer others builds a loyal customer base. Maintaining strong relationships with existing clients through follow-up communications also leads to repeat business and word-of-mouth recommendations. 

What type of catering is most profitable? 

Corporate catering and wedding catering are the most profitable segments of the catering industry. Corporate catering typically involves large-scale events such as conferences, meetings, or seminars, where companies often have bigger budgets for high-quality food and professional service. 

Wedding catering is also highly profitable due to the demand for customized menus and elaborate service options. While both sectors can demand higher fees, they require careful planning, high-quality ingredients, and professional presentation.  

How do you market your catering business? 

To market a catering business effectively, build a strong digital presence through a user-friendly website and engage with your audience on social media.  

Platforms like Instagram and Facebook are ideal for showcasing beautifully presented dishes and happy clients. Post regularly on these platforms, and network with event planners and wedding venues to generate referrals. You should also pay attention to the latest food trends and offer seasonal or themed menus to differentiate your business from competitors. 

What are the 4 types of catering? 

The four main types of catering are corporate catering, social catering, wedding catering, and mobile catering. Here’s an explanation of each type: 

1. Corporate catering involves events for businesses such as meetings, conferences, or team lunches. 
2. Social catering focuses on private events like birthday parties, anniversaries, or holiday gatherings. 
3. Wedding catering is a specialized service catering to couples, offering customized menu options for ceremonies and receptions. 
4. Mobile catering refers to food services provided on-the-go, often using food trucks or pop-up locations at festivals, fairs, or outdoor events. 

Do caterers make a lot of money? 

Caterers can make a good income, but profitability depends on factors like service quality, target market, and business management. High-end caterers serving corporate clients, weddings, and upscale events tend to have higher profit margins, especially if they can charge premium prices for specialized services. However, operating costs–including ingredients and food costs, staff, and equipment–impact profits.  

While earnings vary significantly, catering has the potential to be a highly profitable industry for those who offer quality service and stay competitive in the market. 

The Bottom Line 

If you can’t seem to grow your catering business and attract more customers, return to the basics. Revisit your target market, refine your unique selling proposition, and ensure your digital presence is strong. Focus on building relationships through consultative selling and effective upselling.  

Once you've gotten an initial pool of customers, the focus then shifts to retaining them and encouraging repeat business. Provide exceptional customer service, collect feedback, and continuously improve your offerings. 

Implement loyalty programs and referral incentives to keep clients engaged and attract new ones. With these foundational steps, your catering business can build momentum and achieve sustainable growth. 

Ready to take your catering services to the next level? Book a demo to learn how Paytronix catering solutions helps you streamline operations and improve customer satisfaction.