Restaurant Catering Marketing: How to Win Corporate & Event Clients (2026 Guide)
- Kavisha Thakkar
- Jan 8
- 14 min read
Introduction
Let me share a number that should make every restaurant owner stop and rethink their entire business model:
Catering profit margins average 55-65%, compared to 10-15% for dine-in service.
That means for every $1,000 in catering revenue, you pocket $550-$650. For dine-in, you're lucky to keep $150.
According to a 2024 report by Technomic, restaurant catering sales grew by 18% in 2023 and are projected to grow another 22% by 2026. Why? Because offices, weddings, and event planners are increasingly choosing restaurants over traditional caterers for better food, more flexibility, and authentic experiences.
The NYC/NJ Reality:
In markets like Manhattan, Brooklyn, Hoboken, and Jersey City, corporate offices, law firms, and tech companies host daily meetings, weekly team lunches, and monthly events. They need catering. And they're tired of paying $18 per person for mediocre sandwich platters.
If you're not actively marketing your catering services, you're leaving tens of thousands of dollars on the table every month.
The Challenge:
Most restaurant owners think catering is just "making more food." They slap a PDF menu on their website, add "We cater!" to their Instagram bio, and wonder why the orders aren't rolling in.
The truth: Restaurant catering marketing is a completely different game. Your dine-in customers are individuals making $50 decisions. Your catering clients are office managers making $2,000 decisions. The sales cycle is longer. The stakes are higher. The competition is fiercer.
What You'll Learn in This Guide:
Why restaurant catering is your most profitable revenue stream (and how to prove it)
The 4 types of catering clients (and how to market to each)
How to price catering for maximum profit (without losing deals)
The sales channels that actually work (B2B, online, partnerships)
How to build a catering sales funnel that runs on autopilot
Real costs and ROI of restaurant catering marketing
Common mistakes that kill catering deals
A case study showing how one NJ restaurant grew catering from $0 to $12K/month in 90 days
This isn't about adding a "Catering" page to your website and hoping. This is about building a catering revenue machine that generates high-margin sales while you focus on your dine-in business.
Let's dive in.
Table of Contents
Why Restaurant Catering Is Your Most Profitable Revenue Stream
Let's talk numbers because they don't lie.
The Profit Margin Math
Metric | Dine-In Service | Catering Service |
Average Check | $45/person | $18/person (food cost) |
Food Cost % | 30-35% | 25-30% (bulk buying) |
Labor Cost % | 30-35% | 15-20% (efficient prep) |
Overhead % | 20-25% | 10-15% (no front-of-house) |
Net Profit % | 10-15% | 55-65% |
Translation: For every $1,000 in catering revenue, you keep $550-$650. For dine-in, you keep $100-$150.
The Volume Opportunity
Corporate Lunch Example:
50-person office order
$18/person (sandwich, side, drink, cookie)
Total: $900
Your profit: $495
Time to prepare: 2 hours
Time to deliver: 30 minutes
Compare to dine-in: You'd need 20 separate tables of 2.5 people each to generate $900 in dine-in revenue. That takes 3-4 hours of service, 3 servers, 2 cooks, and a host.
The Market Size (NYC/NJ)
According to the New Jersey Restaurant & Hospitality Association:
Corporate catering market in NJ: $1.2 billion annually
Wedding catering market in NJ: $800 million annually
Social event catering (birthdays, etc.): $400 million annually
That's $2.4 billion being spent on catering in New Jersey alone every year.
If you capture just 0.01% of that market, you're doing $240,000/year in catering revenue.
The question isn't "Is there a market?" It's "How do I get my piece of it?"
The 4 Types of Catering Clients (And How to Market to Each)
Not all catering clients are the same. They have different needs, budgets, and decision-making processes.
Client Type 1: Corporate Offices (B2B)
Who they are: Office managers, executive assistants, HR coordinators at companies with 20-200 employees.
What they order: Weekly team lunches, meeting catering, client entertaining, holiday parties.
Order size: $200-$2,000 per order
Decision-making process:
Needs approval from manager
Compares 2-3 vendors
Values reliability, presentation, professionalism
Often orders same thing repeatedly
How to market to them:
LinkedIn outreach: Connect with office managers in your area
Cold email template: (see below)
Free sample lunch: Offer to cater their next team meeting for free
Case studies: Show examples of other corporate clients
Professional website: Dedicated catering landing page with corporate-focused language
Email Template for Corporate Outreach:
Subject: Free Team Lunch for [Company Name]?
Hi [Name],
I noticed you're the Office Manager at [Company Name]—great company!
I'm [Your Name], owner of [Restaurant Name] in [Location]. We specialize in corporate catering for teams like yours.
I'd love to cater your next team lunch (up to 20 people) for FREE so you can taste our food and see our service.
No strings attached—if you love it, we can talk about setting up regular weekly orders. If not, no hard feelings.
Our most popular corporate lunch is [describe signature item], and we consistently get 5-star reviews from companies like [Client 1] and [Client 2].
Would next Tuesday or Thursday work for your team?
Best,
[Your Name]
[Phone] | [Email]
[Website]Client Type 2: Wedding & Event Planners
Who they are: Professional planners, brides/grooms, parents of the couple.
What they order: Rehearsal dinners, wedding receptions, engagement parties.
Order size: $2,000-$15,000 per event
Decision-making process:
Long sales cycle (3-12 months)
Very detail-oriented
Wants tastings, references, contracts
Values presentation, flexibility, reliability
How to market to them:
Instagram portfolio: Beautiful photos of past events
Testimonials: Video testimonials from happy couples
Wedding wire / The Knot: List your business
Venue partnerships: Partner with wedding venues (see Partnerships section)
Open house tastings: Host monthly tasting events for engaged couples
Client Type 3: Social Events (Birthdays, Anniversaries, etc.)
Who they are: Individuals planning parties for 15-50 people.
What they order: Birthday parties, anniversaries, graduations, baby showers.
Order size: $300-$1,500 per event
Decision-making process:
Shorter sales cycle (2-4 weeks)
Price-sensitive but values convenience
Often first-time caterer users
Values online ordering ease
How to market to them:
Google My Business: Optimize for "catering near me" searches
Instagram: Beautiful food photos with "Perfect for your next party" captions
Easy online ordering: Clear "Order Catering" button on website
Package deals: "Party for 20" bundle pricing
Client Type 4: Institutional (Schools, Churches, Non-Profits)
Who they are: Administrators, event coordinators at schools, churches, community centers.
What they order: Fundraisers, community events, school functions, church socials.
Order size: $500-$3,000 per event
Decision-making process:
Very price-sensitive
Often requires formal proposals
Values community involvement
May need tax-exempt documentation
How to market to them:
Community involvement: Sponsor local events, school sports teams
Formal proposals: Create professional PDF proposals
Package deals: "Non-profit discount" (still profitable, just lower margin)
Relationships: Attend community meetings, join local chambers
How to Price Catering for Maximum Profit
Pricing catering is an art and a science. Price too high, you lose deals. Price too low, you work for pennies.
The Pricing Formula
Catering Price = (Food Cost + Labor + Packaging + Delivery) × (2.5 to 3.5)Let's break it down:
Food Cost: 25-30% of final price (bulk buying helps)
Labor: 15-20% (prep time is more efficient than line cooking)
Packaging: 3-5% (boxes, bags, utensils, labels)
Delivery: 5-10% (if you deliver yourself) or 0% (if customer picks up)
Multiplier: 2.5x to 3.5x (gives you 60-70% gross margin)
Example Pricing
Corporate Lunch for 20 People:
Item | Cost |
Food (sandwiches, salads, cookies) | $90 ($4.50/person) |
Labor (2 hours prep) | $40 |
Packaging (boxes, bags) | $10 |
Delivery (within 5 miles) | $15 |
Total Cost | $155 |
Price (3x multiplier) | $465 ($23.25/person) |
Your profit | $310 (67% margin) |
Compare to dine-in: To make $310 profit from dine-in, you'd need 7-8 tables of 2.5 people each, taking 2-3 hours of service time.
Catering time investment: 2 hours prep + 30 minutes delivery = 2.5 hours total.
Pricing Strategies by Client Type
Corporate Clients:
Offer tiered packages: "Basic Lunch" ($18/person), "Premium Lunch" ($25/person), "Executive Lunch" ($35/person)
Volume discounts: "Orders over $500 get 10% off" (still profitable due to efficiency)
Monthly retainer: "Weekly lunch delivery, $1,000/month" (guaranteed revenue)
Wedding/Event Clients:
Per-person pricing with tiers based on guest count
"Wedding Package: 50-75 guests, $75/person; 76-100 guests, $70/person"
Include service staff in pricing (add $25/hour per server)
Social Event Clients:
Package deals: "Party for 20: $450" (instead of $23/person)
Buffet style (lower labor cost) vs. plated (higher labor)
Pickup vs. delivery (offer discount for pickup)
The "Anchor Pricing" Trick
Always show a premium option first. It makes everything else look reasonable.
Example Menu:
Executive Lunch Package: $45/person
- Premium entrées, sides, dessert, drinks
Premium Lunch Package: $28/person
- Great value, most popular
Basic Lunch Package: $18/person
- Simple, delicious, budget-friendlyWhat happens: 60% choose Premium, 25% choose Executive, 15% choose Basic. You make great margin on all three.
How to Build a Catering Sales Funnel (That Runs on Autopilot)
A sales funnel is the journey a potential client takes from discovering you to booking you.
The 4 Stages of a Catering Funnel
Stage 1: Awareness (They Discover You)
Google search ("catering near me")
Instagram post
Referral from friend
Google Maps search
Stage 2: Interest (They Check You Out)
Visit your website
Browse your Instagram
Read reviews
Download your menu
Stage 3: Consideration (They Contact You)
Fill out inquiry form
Email you
Call you
DM you on Instagram
Stage 4: Decision (They Book You)
Receive quote
Ask questions
Place order
Pay deposit
Building the Funnel
Step 1: Create a Catering Landing Page
Your website needs a dedicated page for catering—not just a PDF menu link.
Must-Have Elements:
Clear headline: "Catering for Corporate Events, Weddings & Parties"
Professional photos of catered setups (not just food)
Pricing/packages (or "starting at" prices)
Online inquiry form (not just "Contact Us")
Testimonials/reviews from past catering clients
FAQ section (delivery area, minimum order, lead time)
Strong CTA: "Get a Quote in 24 Hours"
Example Landing Page Structure:
Hero: "NYC's Favorite Corporate Caterer" + CTA button
Section 1: Our Packages (with prices)
Section 2: Why Choose Us (testimonials, photos)
Section 3: FAQ
Section 4: Get a Quote (form)
Footer: Contact info, delivery areaTools to build:
Step 2: Drive Traffic to the Landing Page
Organic Methods:
SEO: Optimize for "catering near me," "corporate catering [city]"
Google My Business: Add "Catering" as a service, post photos of catered events
Instagram: Post weekly photos of catering setups with link in bio
Email: Monthly "Catering Spotlight" to your list
Paid Methods:
Google Ads: Target "catering near me" keywords
Facebook/Instagram Ads: Target office managers in your delivery radius
Budget: $20-$50/day to start
Step 3: Capture Inquiries
The Inquiry Form Must Include:
Name
Email
Phone
Event date
Guest count
Event type (dropdown: Corporate, Wedding, Social, etc.)
Budget range (optional but helpful)
Delivery address
Special requests
What happens after they submit:
Immediate: Auto-reply email: "Thanks for your inquiry! We'll get back to you within 24 hours."
Within 24 hours: Personal email or call with quote
If no response in 48 hours: Follow-up email: "Just checking in on your catering inquiry!"
Tools for automation:
Step 4: Close the Deal
The Quote Process:
Within 24 hours of inquiry, send:
Subject: Your Catering Quote from [Restaurant Name]
Hi [Name],
Thanks for your catering inquiry! Here are the details:
Event Date: [Date]
Guest Count: [Number]
Package: [Package Name] - $[Price]/person
What's Included:
- [Detailed list of food items]
- [Beverages if included]
- [Delivery within X miles]
- [Setup/breakdown if included]
Total: $[Total Price]
[Optional: 10% discount for orders over $500]
To confirm your order:
1. Reply to this email with "CONFIRM"
2. We'll send an invoice for 50% deposit
3. Balance due on delivery day
Questions? Reply to this email or call [phone].
Looking forward to catering your event!
[Your Name]
[Restaurant Name]What to include in quote:
Clear pricing
What's included (and what's NOT)
Delivery details
Cancellation policy
Payment terms (50% deposit is standard)
Follow-up timeline:
Day 1: Send quote
Day 3: If no response, follow-up email: "Just checking in!"
Day 7: If still no response, final follow-up: "Let me know if you have any questions!"
After that: Add to nurture list (send monthly "catering specials" email)
Step 5: Nurture Leads Who Don't Book Immediately
Not everyone books on first contact. That's normal.
Nurture Sequence:
Week 1: "Thanks for inquiring! Here's a 10% off coupon for your first order."
Week 4: "Check out our latest catering event at [Company Name]"
Week 8: "Holiday season is booking up fast—reserve your date!"
Month 3: "It's been a while—here's a special offer just for you"
Tools for automation:
Real Costs: What Restaurant Catering Marketing Costs in 2026
Setup Costs (One-Time)
Item | Cost |
Catering landing page design | $500-$2,000 |
Professional catering photos (1 session) | $600-$1,200 |
Catering menu PDF design | $200-$500 |
Initial email list setup (Mailchimp) | Free-$20/month |
Total Setup | $1,300-$3,720 |
Monthly Marketing Costs
Channel | Monthly Cost | Expected ROI |
Google Ads (catering keywords) | $300-$500 | 3-5x return |
Email Marketing (platform) | $20-$50 | 10-20x return |
Social Media Ads (targeted) | $200-$400 | 2-4x return |
Lead Nurturing (time) | $0 (your time) | High return |
Total Monthly | $520-$950 | 3-8x average return |
Sales Team Costs (Optional)
If you want to scale aggressively:
Role | Salary (NYC/NJ) | Commission |
Catering Sales Manager (full-time) | $45K-$65K + benefits | 5-10% of sales |
Part-time Sales Rep (20 hrs/week) | $25K-$35K | 10-15% of sales |
Commission-only Rep | $0 base | 20-25% of sales |
For most restaurants starting out: DIY sales is fine. Once you hit $10K+/month in catering, consider hiring a part-time rep.
ROI Calculation
Scenario: You invest $1,000/month in catering marketing.
Conservative Results:
10 new inquiries/month
4 convert to orders (40% conversion)
Average order: $800
Monthly new revenue: $3,200
Monthly profit (60% margin): $1,920
ROI: 192%
Optimistic Results:
20 new inquiries/month
8 convert to orders (40% conversion)
Average order: $1,200
Monthly new revenue: $9,600
Monthly profit (60% margin): $5,760
ROI: 576%
Common Mistakes That Kill Catering Deals
Mistake #1: No Online Ordering System
The Error: "Just email us your order" or "Call us to place an order."
Why It Fails: Corporate clients want to order online at 11 PM when they're finalizing meeting details. If they can't order online, they'll go to your competitor who can.
Mistake #2: Slow Response Time
The Error: Taking 48 hours to respond to a catering inquiry.
Why It Fails: Corporate clients often need catering tomorrow. If you don't respond within 4 hours, they've already chosen someone else.
The Fix: Set up auto-reply emails. Check inquiries 3x per day. Use a CRM to track response times.
Mistake #3: Vague Pricing
The Error: "It depends on what you want" or "We'll send you a quote after you tell us more."
Why It Fails: Corporate clients need ballpark figures to get budget approval. If you don't give them a number, they move on.
The Fix: Show clear package prices on your website. Offer three tiers: Basic ($18/person), Premium ($28/person), Executive ($40/person).
Mistake #4: No Photos of Catering Setups
The Error: Only showing photos of individual plated dishes.
Why It Fails: Corporate clients want to see what the full spread looks like. They need to visualize it in their conference room.
The Fix: Hire a photographer for one catering event. Get shots of:
Full buffet setup
Individual boxes/bags (if doing individual meals)
Delivery vehicle
Your team setting up
Happy customers at the event
Mistake #5: Not Asking for Reviews/Testimonials
The Error: Catering an event and never following up for feedback.
Why It Fails: You lose social proof and repeat business opportunities.
The Fix: Send a follow-up email 2 days after delivery:
"How was everything?"
"Would you mind leaving us a quick review?"
"Here's a 10% off coupon for your next order"
Case Study: How a NJ Restaurant Grew Catering from $0 to $12K/Month in 90 Days
The Client: A modern Italian restaurant in Hoboken, NJ.
The Starting Point:
Dine-in only, no catering program
Occasional requests: "Can you cater our office party?" (they said yes, but had no system)
No pricing, no menu, no online ordering
No marketing for catering
The Strategy (Implemented Over 90 Days):
Week 1-2: Foundation
Created dedicated catering landing page: "Hoboken's Best Corporate Catering"
Added online ordering form (embedded from CaterCow)
Took professional photos of catering setups (buffet, individual boxes)
Created 3 package options: Basic ($18/person), Premium ($28/person), Executive ($40/person)
Week 3-4: Outreach
Identified 50 office managers in Hoboken via LinkedIn
Sent personalized outreach emails (see template above)
Offered free lunch for up to 15 people to 5 target companies
3 companies accepted free lunch
Week 5-8: Conversion & Delivery
Delivered free lunches (wowed them with presentation)
Followed up 2 days later: "Would you like to set up a regular weekly order?"
2 companies signed up for weekly lunch (30 people each, every Tuesday)
Revenue: $1,680/week = $6,720/month
Week 9-12: Scale & Optimize
Asked satisfied clients for referrals (got 3 new clients)
Posted photos of catered events on Instagram (tagged companies)
Added "Catering" highlight to Instagram profile
Created Google My Business post about catering
Added "Order Catering" button to website header
Results After 90 Days:
Metric | Before | After | Change |
Monthly Catering Revenue | $0 | $12,480 | N/A |
Number of Catering Clients | 0 | 8 regular + 12 occasional | 20 total |
Average Order Size | N/A | $624 | N/A |
Profit Margin | N/A | 62% | N/A |
Monthly Catering Profit | $0 | $7,738 | N/A |
Investment:
Landing page design: $800 (one-time)
Professional photos: $600 (one-time)
CaterCow platform: $99/month
Email marketing (Mailchimp): $20/month
Total first month investment: $1,519
Total monthly cost after setup: $119
ROI Month 1: 509%
ROI Month 3: 6,500%+
What Made It Work:
Professional presentation. The landing page and photos made them look legit.
Free sample strategy. Risk-free trial for corporate clients.
Systematic follow-up. Didn't let leads go cold.
Referral engine. Asked happy clients for introductions.
Consistent delivery. Showed up on time, every time.
Your "Start This Week" Catering Marketing Action Plan
Week 1: Build the Foundation
Day 1-2: Create Your Catering Landing Page
Write copy for catering page (use structure above)
Take 10-15 photos of catering setups (buffet, boxes, delivery)
Create 3 package options with prices
Day 3-4: Set Up Online Ordering
Day 5: Create Marketing Materials
Catering menu PDF (downloadable)
Email template for outreach
Instagram posts announcing catering (3-4 posts)
Week 2: Launch & Outreach
Day 6-7: Soft Launch
Announce catering to existing email list
Post on Instagram about catering
Offer 10% off first order to email subscribers
Day 8-10: Outreach
Identify 20 office managers in your area (LinkedIn)
Send 10 personalized outreach emails
Offer free lunch to 2-3 target companies
Week 3: Follow-Up & Optimize
Day 11-14:
Follow up on outreach emails
Deliver free sample lunches
Ask for feedback
Follow up 2 days later: "Would you like to set up regular orders?"
Month 2: Scale
Analyze which outreach methods worked
Double down on what worked
Ask satisfied clients for referrals
Post photos of catered events on social media
Add "Catering" to your Google My Business profile
Conclusion: Your Next Steps
Let's recap what we covered:
✅ Catering is your most profitable revenue stream (55-65% margins vs. 10-15% for dine-in)
✅ 4 client types: Corporate, Wedding/Event Planners, Social Events, Institutional
✅ Pricing formula: (Food + Labor + Packaging + Delivery) × 2.5-3.5
✅ Sales funnel: Landing page → Traffic → Inquiry → Quote → Booking → Nurture
✅ Marketing channels: Google Ads, Email, Social Media, Outreach, Partnerships
✅ ROI is massive: 3-8x return on marketing investment
Your Immediate Action Plan:
Today: Create a dedicated catering landing page on your website.
This Week: Take professional photos of your catering setups.
Next Week: Identify 10 office managers in your area and send outreach emails.
Month 1: Offer free lunch to 2-3 target companies.
Month 2: Follow up, convert to regular orders, ask for referrals.
Need Help Building Your Catering Business?
At Jigsawkraft, we help restaurants in NJ & NYC build profitable catering divisions from scratch.
Here's what we do:
✅ Catering landing page design (optimized for conversions)
✅ Professional photography of your catering setups
✅ Email and SMS marketing setup for lead generation
✅ Outreach campaign management (finding and contacting corporate clients)
✅ Sales funnel automation (lead capture, follow-up, nurturing)
You focus on the food. We'll bring the catering clients.
We'll analyze your current catering potential, identify your best client types, and give you a custom plan to build a $10K+/month catering business—no strings attached.
Or explore our Email Marketing and Website Development services.
The bottom line: Every office within 10 miles of your restaurant is a potential $1,000-$5,000/month client.
Stop waiting for them to find you. Go get them.
About Jigsawkraft
Jigsawkraft is a digital marketing agency serving small and medium businesses in India and the USA. We specialize in Social Media Management, Content Creation, SEO, Website Development, and Email Marketing.
Our USA division focuses exclusively on food and beverage businesses in New Jersey and New York City, building high-margin revenue streams through strategic marketing.
Our mission: Build systems that attract clients, not just followers.
Comments