How to Increase Catering Sales: A Practical Guide for Growing Your Business

The catering industry is increasing! As reported by Grand View Research, the U.S. catering services market was valued at USD 60.4 billion in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 7.7% from 2023 to 2030, reaching an estimated USD 109.4 billion by 2030. But this growth also means competition is fierce. Whether you’re managing a dedicated catering business or running a restaurant that offers off-site services, growing your catering sales requires more than great food. It’s about strategic marketing, smart operations, relationship-building, and knowing how to upsell without being pushy.

This guide walks you through proven, actionable steps to help you boost your catering sales and turn first-time customers into loyal advocates. Each tip includes specific tactics, digital tools, and examples you can start using right away.

Understanding the Catering Business

A catering business is any company that provides food and beverage services for a wide variety of events, from corporate gatherings and weddings to social events and celebrations. Whether you’re a restaurant that offers catering as an extension of your services or a dedicated catering business without a brick-and-mortar location, the goal remains the same: delivering exceptional culinary experiences tailored to meet the needs of your clients. In a catering business, the focus is not just on the food, but also on the entire event experience, which includes menu planning, setup, service, and even cleanup.

What Is Included in Catering Services?

Catering services offer more than just food delivery—they’re about creating a complete event experience. From designing customized menus that cater to specific dietary preferences to providing staff who ensure every aspect of the event runs smoothly, catering services cover every detail. Whether you’re a restaurant branching out into off-site catering or a business solely dedicated to events, the services you provide are key to leaving a lasting impression on your clients and their guests.

What is a Good Profit Margin for a Catering Business?

A good profit margin for a catering business typically ranges from 10% to 15%. However, this can vary depending on factors such as the scale of operations, overhead costs, pricing strategy, and market competition. Some catering businesses may achieve higher profit margins through efficient cost management, premium pricing for specialized services, or by targeting niche markets with higher purchasing power. Ultimately, maintaining a healthy profit margin requires careful financial planning, diligent cost control, and a keen understanding of the market and bringing in sales.

How to Grow Catering Sales

So, how do you stand out among the masses and build a catering program to have people booking your business for any event?  Today we cover steps to take so you can boost your catering sales to drive profitability and sustainability.

1. Build a Standout Catering Marketing Plan

Instead of just “getting creative,” create a 5-step catering marketing plan:

1. Define your target audience — corporate clients, wedding planners, or social event hosts.
2. Choose your platforms — Instagram for visuals, LinkedIn for corporate, Facebook for community groups.
3. Create a content calendar — schedule posts 1–2 months ahead.
4. Develop email campaigns — use tools like Mailchimp with templates for seasonal offers and new menu items.
5. Track results — use Meta Ads Manager or Google Analytics to see what drives clicks and bookings.

Pro tip: Use a scheduling tool like Hootsuite or Later to automate posting and keep your brand visible year-round.

3. Host Tasting Events That Convert Leads

Nothing sells your catering better than letting people taste it.

Step-by-step:

• Hand out printed takeaway menus and offer an exclusive discount for bookings made within 7 days.
• Create a list of top prospects — corporate decision-makers, planners, engaged couples.
• Send a designed email invitation (Canva is great for this).
• Showcase a curated menu and presentation setup.

4. Set Expectations & Build Trust Using Digital Tools

Avoid misunderstandings by making your process transparent.

• Share a client prep checklist so they feel confident in your process.
• Use Tripleseat to send professional proposals with timelines, menus, and costs.
• Collect digital signatures for faster approvals.

5. Train Your Team to Handle Walk-in Catering Requests

Equip every staff member with a short catering sales script and quick-reference sheet.

Equip every staff member with a short catering sales script and quick-reference sheet.

Example script:

“We’d love to cater your event! Can I get your date and guest count so we can check availability? We offer [highlight 1–2 specialties] and can email you our catering guide today.”

6. Upgrade Your Catering Proposals

Think of proposals, contracts or BEOs, as sales tools, not just paperwork.

• Add a personalized welcome letter mentioning the client’s event type.
• Include professional food photography.
• Add client testimonials.
• Keep them mobile-friendly and scannable.

7. Implement a Referral Program With Clear Rewards

Offer incentives for referrals that turn into bookings.

• Create a referral form on your website and include the link in your post-event follow-up email.
• Example: “Get a $25 gift card for every referral that books with us.”

8. Make Upselling a Habit

Upselling should feel helpful, not pushy. Give your team a simple upsell checklist:

• “Would you like to add a dessert bar for $5 per person?”
• “For a complete experience, consider our beverage package with specialty teas and coffees.”

Track which upsells perform best and update your menu accordingly.

9. Keep Your Menu Accessible & Versatile

Sandwiches, boxed lunches, and grab-and-go platters can open new revenue streams, especially for weekday corporate orders. Ensure you have solutions to keep food fresh (e.g., bread wrapped separately).

10. Launch a Catering Loyalty Program

Reward repeat clients with discounts or freebies.

• Use a loyalty program to automate tracking and reminders.
• Example: “Book 5 catering orders in a year and your 6th is 20% off.”

11. Build Strategic Partnerships

Network with venues, breweries, wineries, and even florists who don’t have in-house catering.

• Share each other’s content on social media.
• Deliver sample platters with your business card.
• Co-host small events to showcase each other’s services.

12. Follow Up After Every Event

Send a thank-you email 3–5 days after the event, including:

• An offer for future bookings (“Book your next event within 30 days for 10% off”)
• A short survey (Google Forms works well)
• A request for referrals

13. Use Event Management Software to Streamline Bookings

Manual tracking slows you down. Tools like TripleseatDirect let customers:

• Book catering directly from your website or social media
• Pay online with no friction
• Receive digital proposals and contracts instantly

The result: more bookings, less back-and-forth.

Increase Catering Sales & Grow Your Business with TripleseatDirect

Boosting catering sales isn’t about doing one or two things well — it’s about combining smart marketing, tech efficiency, customer experience, and relationship-building into a repeatable system.

Ready to streamline your catering sales process and bring in more bookings?
Book a TripleseatDirect demo today and see how you can manage proposals, payments, and events all in one place.