How to Find Catering Clients: What Actually Works

For many restaurants, catering represents one of the most valuable growth opportunities available. A single catering order can generate the same revenue as dozens of individual meals. Corporate clients often place repeat orders throughout the year, sometimes weekly.

But attracting catering clients requires a different approach than attracting regular diners. Catering customers are usually office managers, event planners, or corporate buyers. They prioritize reliability, organization, and professionalism above all else. And they're not browsing Yelp on a Friday night looking for something fun to try.

Finding these clients comes down to a specific mix of outreach, marketing, and relationship-building. Most restaurants either skip it entirely or do it inconsistently.

Below are the practical strategies that actually work, and why each one matters.
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1. Turn Happy Customers Into Referrals
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The most reliable way to grow catering revenue is also the most overlooked: referrals.

When a catering event goes smoothly, customers naturally recommend the restaurant to colleagues, friends, or other event planners. Office managers and administrative assistants share catering recommendations constantly within their professional networks. One satisfied client can turn into five.

The problem is that most restaurants wait for referrals to happen on their own. They don't.

To turn good service into actual referrals, restaurants should:

• Ask satisfied clients directly for introductions to colleagues who handle events
• Offer small, meaningful incentives for referrals.
• Follow up after every event with a thank-you message. This alone separates you from competitors
• Stay in touch with repeat clients between orders so you're not a stranger when they need catering again

Referrals tend to bring in the highest-quality catering clients. They arrive with built-in trust and a shorter sales cycle. A new client who was referred by someone they respect is far more likely to book quickly and return.
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2. Reach Out Directly to Businesses
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Cold outreach feels uncomfortable for most restaurant operators. It shouldn't.

The reality is that many offices place catering orders regularly (for weekly team lunches, client meetings, onboarding events, quarterly reviews) but they default to the same familiar options simply because no one better has introduced themselves.

That's an open door.

Restaurants that proactively reach out to local businesses consistently win new catering accounts. The outreach doesn't need to be complicated:

• Call offices and ask to speak with the office manager or the person who handles food ordering
• Send a catering menu and a short, personal note to administrative staff
• Drop off a sample platter to nearby companies with your contact information attached
• Introduce your catering services to co-working spaces, which often coordinate food for their members

The key is directness. Don't bury the ask. You cater. You're good at it. Here's what you offer. Would you be interested in trying us for your next event?

Direct outreach builds awareness quickly among potential corporate clients who would otherwise never discover you through passive marketing.
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3. Build a Catering-Focused Website or Landing Page
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When potential clients evaluate catering services, they want proof before they pick up the phone.

A well-built website or catering landing page gives them exactly that. It should showcase:

• Your catering menus and available packages
• Photos of food presentation and actual event setups
• Testimonials from previous clients, ideally from recognizable local companies or well-known individuals
• Contact information and a clear way to request a quote

The goal is simple: help potential customers visualize what their event looks like when you cater it. Remove the uncertainty. Make the decision feel safe.

Even a single well-designed catering page can dramatically improve your credibility and convert more inquiries into bookings. Without one, you're losing clients to competitors who bothered to show up online.

One important addition: include answers to the questions potential clients are actually asking. What's your minimum order size? Do you handle setup and breakdown? What's your cancellation policy? Answering these proactively saves time and signals professionalism.
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4. Use LinkedIn to Connect Directly With Decision-Makers
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LinkedIn is the most underrated platform in restaurant catering marketing.

Here's why it matters: most catering decisions are made by professionals like office managers, HR coordinators, executive assistants, and event planners. These are people who spend hours each week on LinkedIn. They are reachable, and they're open to direct outreach in a way that most consumers are not.

Restaurants can use LinkedIn to:

• Connect with local corporate professionals and introduce their catering services directly
• Share catering photos, event highlights, and behind-the-scenes content to build credibility over time
• Message decision-makers directly with a short, non-pushy introduction
• Build relationships with event planners who manage recurring catering needs

Unlike advertising, LinkedIn outreach is personal. A well-crafted message from a real restaurant owner to an office manager they've identified by name and company will always outperform a generic ad impression.

The right search filters make this even easier. LinkedIn Sales Navigator lets you search for office managers, executive assistants, and event coordinators within a specific city or radius. You can build a list of prospects in an afternoon and start outreach the same day.

This is one of the highest-leverage activities available to restaurants that are serious about growing catering revenue.

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5. Use Email to Stay Top of Mind
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Most catering clients don't need catering every week. They need it for specific occasions: team lunches, quarterly events, holiday parties, client visits. The timing of your next email could be the difference between winning the order and missing it entirely.

Email marketing helps restaurants stay visible between orders.

After completing a catering job, the smartest move is to keep that client relationship warm with occasional, relevant communication:

• Seasonal catering menus (summer cookout options, holiday packages, etc.)
• Special promotions for repeat clients
• New additions to the catering menu
• Reminders around common catering occasions (end of year, back-to-school, quarterly planning season)

The goal isn't to flood inboxes with promotions. It's to stay present so that when a client's next event comes up, you're the first name they think of.

Many catering clients place three to six orders per year. If you're only reaching out when they reach out to you, you're leaving repeat revenue on the table.
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6. Run Targeted Google Ads for Catering Searches
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When companies actively search for a catering provider, they usually start with Google. And they often have a specific event in mind and a deadline attached to it.

This makes catering-related search terms exceptionally valuable. People searching "corporate catering near me" or "office lunch catering in [city]" are not browsing. They're buying.

Running targeted search ads positions your restaurant directly in front of high-intent prospects at the exact moment they're making a decision. Relevant search terms to target include:

• "Corporate catering [city]"
• "Office lunch delivery [city]"
• "Catering for business meetings"
• "Event catering near me"
• "Catering for large groups [city]"

You don't need a large budget to see results. A well-structured catering campaign with tight geographic targeting and relevant keywords can generate meaningful leads for a few hundred dollars per month. The key is sending that traffic to a catering-specific landing page (not your general homepage) so the experience matches what the searcher is looking for.

For restaurants that have a strong catering offering but limited time for outreach, Google Ads can reliably fill the top of the funnel while other relationship-building efforts develop over time.

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7. Partner With Event Planners and Venues
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Event professionals need catering partners constantly. They're managing events week after week, and they need vendors they trust to deliver consistently without making them look bad.

Building relationships with local planners, venues, and event coordinators can create a steady referral stream with very little ongoing effort.

Worth targeting for partnerships:

• Wedding venues and reception halls
• Corporate event organizers and agencies
• Conference and convention centers
• Hotels with event spaces
• Non-profit organizations that host regular fundraisers and galas

When these professionals trust you, they refer you. And they refer you repeatedly, because they're running multiple events each month.

The best way to build these relationships is through direct introduction, followed by a small proof of value. Offer to cater a tasting for their team, or provide a sample platter before a major event. Once they experience the quality of your food and the reliability of your operation, you become the default recommendation.

Strong venue and planner partnerships can produce consistent catering revenue throughout the year, often without you needing to do any additional marketing.
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8. Make It Easy for Clients to Order Again

Winning a catering client is only half the job. The other half is keeping them.

Repeat catering customers are the most valuable long-term revenue in the business. They require less selling, less convincing, and less onboarding. They trust you. They order again and again. And they refer others.

The restaurants that retain catering clients consistently do a few things well:

• Keep client preferences on file (dietary restrictions, favorite dishes, typical headcount) so clients don't have to repeat themselves every time
• Simplify the reorder process. Make it as easy as a single email or phone call
• Offer loyalty rewards that actually make sense for corporate buyers (account credits, waived delivery fees, priority booking during busy periods)
• Follow up after every event to confirm satisfaction and plant the seed for the next one

This last point is critical. Most restaurants complete a catering order and go silent until the client reaches out again. A simple follow-up call or email two weeks after an event (not selling anything, just checking in) dramatically increases the likelihood of a repeat booking.

Retention is where catering revenue compounds. Don't treat it as an afterthought.

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Why Catering Clients Are Different From Regular Diners
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Understanding how catering buyers think is essential before investing in any of these strategies.

Corporate catering clients are not making emotional, impulse decisions. They're making professional ones. When they choose a catering provider, they're putting their own reputation on the line. If the food is late, cold, or wrong, they hear about it from their entire team or client.

That's why they care most about:

• Reliability: will you show up on time, every time?
• Consistency: does the food taste the same order after order?
• Communication: are you easy to reach, responsive, and clear about what to expect?
• Professionalism: does the experience feel organized and intentional?

Price matters, but it rarely decides the order for established corporate accounts. Confidence does. The restaurant that makes a potential client feel certain that things will go smoothly is the one that wins the contract and holds onto it.

Every marketing strategy in this list should be evaluated through that lens. Does it demonstrate reliability? Does it build trust? Does it remove doubt?

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Show Up Consistently. The Clients Will Follow.

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Finding catering clients is rarely about a single tactic. The restaurants that build strong catering businesses use several strategies in parallel: outreach, referrals, online marketing, and retention. And they execute consistently over time.

The most important thing is not to wait for catering business to arrive on its own. It won't.

Corporate catering clients are out there, ordering regularly, often from the same two or three restaurants they've always used. The opportunity to displace a competitor and win a long-term account is available to any restaurant willing to introduce themselves professionally and follow through with exceptional service.

Start with one strategy. Execute it well. Then add another. Over time, these efforts compound into a catering business that doesn't just grow. It sustains.
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Frequently Asked Questions
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What is the best way to get catering clients?

The most effective approach combines multiple channels: referrals from satisfied clients, direct outreach to local businesses, and online visibility through a dedicated website and targeted ads. Restaurants that do all three consistently tend to grow catering revenue the fastest.
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Should restaurants cold call businesses for catering?

Yes. Many businesses order catering regularly but stick to familiar options out of habit. A professional, well-timed introduction can open accounts that stay with you for years.
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Do catering businesses need a website?

A website is essential, especially a catering-specific page with photos, menus, and testimonials. Without it, potential clients evaluate you against competitors who do have one, and you lose by default.
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Is LinkedIn useful for finding catering clients?

Very. Most catering decision-makers are corporate professionals who use LinkedIn regularly. Direct outreach through the platform can reach the right people faster than almost any other channel.
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Are Google Ads worth it for catering services?

Yes, particularly for capturing high-intent searches. People searching for corporate catering near a specific city are often ready to book. A targeted campaign with a modest budget can generate consistent leads.
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How do you retain catering clients long-term?

Keep their preferences on file, simplify reordering, follow up after every event, and offer loyalty incentives that make sense for corporate buyers. Retention is where the real catering revenue lives.