Starting a catering business? Learn how to plan, market, and grow your business with these practical tips and essential tools for lasting success.
Starting a business is tough. Just over half of them (50.9%) make it past five years. After 15 years, only about one in four (25.9%) are still around.
To stand out and succeed for the long haul, especially in catering, you need to love cooking and be great with customers. But you also need to know how to run a business well. Getting from the first day to 15 years later takes a solid business plan, the right tech tools, and a good strategy for staying efficient.
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Every successful business starts with a plan. You can tweak it as you go, but you need a starting roadmap. Here's what you should do:
The catering business is competitive, so being a great caterer isn’t enough. It would help if you stood out by specializing. Pick a niche that makes your catering company unique and appeals to a specific group, ideally filling a gap in your local market.
Your niche could be a type of food, like vegan or gluten-free, a catering style, like white-glove service, or a focus on specific events, like corporate functions. Once you build a following in your specialty, it’ll be easier to expand because you’ll have a loyal audience.
For example, look at Dollar Shave Club. They started by selling one great product (razors) to a specific audience (men) in a specific way (subscriptions). Now they offer a wide range of grooming products for both men and women and were bought for a billion dollars. Do one thing really well, win over your audience, and you’ll build a lasting business.
Catering is a service business, so logistics are key to everything you do, from the tools you use to how you handle food safety. Organize your logistics early, and planning the rest will be easier.
Decide where you will cook. Will you use your home kitchen, rent a commercial kitchen, or work out of a restaurant?
Figure out how you'll transport the food. Will you use your car, buy a delivery van, or rent a truck?
Plan your service area. It’s best to start small and expand later, like picking your specialty.
Choose where you'll get your ingredients. Will you shop at the local grocery store, partner with local farms, or get certain dishes, like desserts, from local eateries?
Answering these questions in your business plan will help you define the scope and depth of your business.
Take inventory of what you already have and make a list of what you need. Here are some items you’ll probably need:
If you’re unsure about the server you need at first, consider renting catering equipment. Many party and event rental companies have a variety of catering essentials, so you can test out different items and see what works best for you.
Keep a running list of your startup costs, ongoing expenses (like insurance), and expected earnings. Use these to figure out:
Create a cash flow forecast showing when each expense is due. Investors will want to see these estimates to assess the risk of your business. You also need these numbers to decide how many employees you can hire and whether they should be part-time or full-time. Don’t forget to include liability insurance, a business license, and permits in your expenses.
You don’t need a huge marketing budget to start, but you do need a plan to promote your business.
Think about your specialty and create a marketing strategy that targets your audience. If you want to cater weddings, for example, join websites like The Knot or WeddingWire that list vendors for brides and grooms.
Use social media to your advantage. Set up a website, app, and social media pages for your company. Share these with friends, family, and supporters early on. Build a fan base (and client base) before you launch by sharing your story. Post attractive photos of your menu items, talk about what inspired your business, and highlight your niche.
Being efficient is crucial for your business, especially when you're just starting out. The more efficient you are, the more productive you'll be, and the quicker your small business will become profitable.
One great way to increase your efficiency is by using advanced technology. Software can make everything easier, from talking with potential customers to planning your catering routes. Here are three software tools to add to your tech setup:
Standard mapping apps like Google Maps aren’t ideal when you need to drive to many locations. Don’t waste time manually entering addresses for each stop. With route optimization software like eLogii, you can efficiently route your team and temperature-sensitive food to hundreds of customers in the best possible way.
With the ability to manually change ETAs, eLogii allows for adjustments based on current conditions. That helps to provide a more accurate prediction of when a vehicle or delivery will arrive at its destination. eLogii route optimization software, like the one used by J-Club, has helped save 300-400,000km in delivery planning compared to manual methods. To enhance efficiency and build a business that can grow, investing in such software is essential.
Managing customers and paperwork can get confusing when you’re handling many events with different locations and food requests. Simplify your event planning with catering software like Caterease.
Caterease helps you:
Learn more about Caterease.
To build a brand, you need to grow a following. Social media marketing can be time-consuming without the right tools. Make it easier with software like Buffer.
Buffer allows you to:
Try Buffer for free for 14 days.
Catering clients often request more than just food. Some may ask if you can provide everything from centerpieces to tables and chairs. Embrace this opportunity by offering event planning alongside catering. The key is to anticipate client needs and have solutions ready. It’s important not to simply turn down requests outright. Anticipate these needs, build trust, and position yourself as a trusted advisor who can offer solutions.
If you prefer not to handle all aspects of pop-up events, consider partnering with local businesses that provide complementary services your clients might request. Work with event planners, furniture rental companies, and florists you trust. This way, when clients inquire about these services, you can confidently refer them.
You could also collaborate with these businesses to create a joint pricing sheet. This makes it easier for you to sell combined services and simplifies the purchasing process for customers.
Once you have all your supplies, teams, and strategies in place, it's time to open your business to customers. Launch with a soft opening and reap three key benefits:
Lastly, celebrate your business opening simply for the accomplishment it is. Running a business comes with challenges, so take time to appreciate reaching this milestone. Transitioning from planning to launch is a significant achievement—enjoy it!
In discussions on achieving business success, a common theme emerges: the importance of maximizing productivity in every activity. Continuously evaluating how to enhance processes and setting personal challenges are seen as crucial strategies for long-term success.
With roles including co-founder of PayPal and CEO of Tesla Motors and SpaceX, Musk is unquestionably experienced in building thriving businesses. Here’s how you can apply his valuable advice to your own business:
We discussed the importance of equipping your team with advanced software. However, these tools offer more than just operational efficiency. Each software—eLogii, Caterease, and Buffer—includes analytics capabilities that provide valuable insights for optimizing performance.
Use Buffer's analytics to refine your marketing strategy and understand which photos, content, and messaging resonate best with your target audience.
Caterease offers customizable metrics to track specific customer information and even forecast revenue based on data.
eLogii analytics assesses your team's delivery execution, including punctuality at events and adherence to planned routes.
Analytics serves as the cornerstone for continuous improvement and expansion in your business journey.
For example, before adopting eLogii, regional managers from J-Club dedicated considerable time to route planning and revisions. Their previous approach operated in isolation, overlooking large opportunities for optimizing resource allocation across our entire network of stores.
Just as you need a business plan to start, secure funding, and launch successfully, scaling your business requires a different kind of planning—capacity planning.
Capacity planning helps you understand the time and resources each task or operation in your business requires. Once you have this information, you can determine the additional time and resources needed for expansion. For example, if you aim to increase your catering capacity from serving 200 to 250 patrons, you'll need to assess if your delivery vehicles can handle a 25% increase in cargo. If not, you may need to deploy two vehicles for events with over 200 people.
These calculations provide a clear framework for scaling your business. Capacity planning also guides pricing decisions as you expand your services.
At eLogii, we understand that running a business is tough. That’s why we constantly improve our software and add new features based on customer feedback. We're here to support your growth. Have questions about our software? Tell us a bit about your distribution or field service business, and we'll give you accurate pricing.
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