The Fastest Path to Corporate Clients
Visit business parks with samples. The most effective B2B lead generation is still face-to-face. Visit local business parks on Tuesday-Thursday between 10am-12pm with sample platters and menus. Talk to receptionists and office managers. One morning of door-knocking beats weeks of cold emails.
Types of B2B Catering
Regular Office Lunches
Daily or weekly recurring orders for office teams
Avg Order
£10-15 per head
Frequency
Weekly/Daily
Margin
25-35%
Pros
Challenges
Corporate Events
Conferences, away days, client entertainment
Avg Order
£25-50 per head
Frequency
One-off/Occasional
Margin
35-50%
Pros
Challenges
Meeting Catering
Breakfast meetings, working lunches, board meetings
Avg Order
£15-25 per head
Frequency
Regular
Margin
30-40%
Pros
Challenges
Finding Corporate Clients
| Channel | Effectiveness | Tips |
|---|---|---|
High | Connect with office managers, PAs, and HR. Share food content. | |
| Local Business Parks | Very High | Door-to-door with samples and menus. Best on Tues-Thurs. |
| Google My Business | High | Optimise for "corporate catering [city]" and "office catering near me". |
| Referrals | Very High | Ask happy clients for introductions. Offer referral incentives. |
| Event Venues | Medium | Partner with venues as preferred caterer. Commission-based. |
| Networking Events | Medium | Attend local business breakfasts. Bring business cards and samples. |
Corporate Catering Pricing
Typical per-head pricing for UK corporate catering. Adjust based on your location and positioning.
| Catering Type | Per Head | Typically Includes |
|---|---|---|
| Sandwich Platter | £6-10 | Mixed sandwiches, crisps, fruit |
| Hot Buffet | £12-18 | 2 mains, sides, dessert |
| Working Lunch | £10-15 | Individual boxes, main + 2 sides |
| Breakfast Meeting | £8-12 | Pastries, fruit, coffee service |
| Conference Full Day | £35-55 | Breakfast, lunch, 2 breaks, refreshments |
| Evening Reception | £20-35 | Canapés (8-10 pieces), drinks service |
Pro tip: Always include delivery and basic setup in your per-head pricing. Corporate clients dislike hidden fees. Set minimum order values of £100-150 to ensure profitability on small orders.
Writing Winning Proposals
Structure your proposals consistently. Send within 24 hours of enquiry. Keep to 2-3 pages max.
Executive Summary
Brief overview of your offering and why you're the right fit
Understanding Their Needs
Show you listened - reference specific requirements they mentioned
Menu Options
2-3 menu options at different price points with photos
Logistics
Delivery times, setup, service style, dietary accommodations
Pricing
Clear per-head pricing with any minimums or extras
About Us
Brief background, certifications, testimonials
Terms
Payment terms, cancellation policy, allergy procedures
B2B Sales Tips
Follow Up Relentlessly
80% of sales happen after the 5th contact. Send a follow-up 3 days after proposal, then weekly. Be helpful, not pushy. “Just checking if you had any questions?”
Find the Decision Maker
Office managers, PAs to directors, and HR often control catering decisions. Ask: “Who typically handles catering for the team?” Build relationships with gatekeepers.
Offer a Trial Order
“Why not try us for your next team lunch? If you're not 100% happy, it's on us.” Low risk for them, high conversion for you. Great food speaks for itself.
Timing Matters
Best times to prospect: Jan (new year budgets), post-summer (Sept), pre-Christmas (Oct-Nov for party bookings). Avoid August and late December - offices are quiet.
Written by
James Mitchell
Ghost Kitchen Operations Director & Industry Expert
Frequently Asked Questions
How do I find corporate catering clients?
Most effective channels: (1) Visit business parks with samples and menus - Tues-Thurs works best, (2) LinkedIn outreach to office managers and PAs, (3) Google My Business optimised for "corporate catering [city]", (4) Referrals from existing clients - ask specifically for introductions, (5) Partner with event venues as a preferred caterer. Start with businesses within 3-5 miles of your kitchen for efficient delivery.
What should I charge for corporate catering?
Typical UK corporate catering prices: Sandwich platters £6-10 per head, working lunches £10-15 per head, hot buffets £12-18 per head, conference full day £35-55 per head. B2B margins should be 30-45% gross. Always include delivery and setup in your pricing - don't nickel and dime clients. Minimum order values of £100-150 are standard.
How do I write a catering proposal?
Winning proposal structure: (1) Brief executive summary, (2) Show you understood their needs (reference specifics), (3) 2-3 menu options at different price points with photos, (4) Clear logistics (delivery, setup, dietary handling), (5) Transparent pricing per head, (6) Brief about us with testimonials, (7) Terms and conditions. Keep it to 2-3 pages maximum. Send within 24 hours of the enquiry.
What certifications do I need for corporate catering?
Essential: Food hygiene certificate (Level 2 minimum, Level 3 preferred), food business registration with local council, public liability insurance (£5-10M for corporate work), allergen documentation. Helpful but not required: SALSA or other food safety accreditation - some large corporates require this. Many corporate clients will ask for certificates upfront.
How do I handle dietary requirements for corporate catering?
Best practice: (1) Ask for dietary requirements at booking (provide a form), (2) Label all items clearly with allergens and dietary info, (3) Keep vegetarian/vegan options separate and clearly marked, (4) Have allergen information sheets available, (5) Train staff on cross-contamination. Always over-cater slightly on vegetarian options - 20% extra is safe. Common requirements: vegetarian, vegan, gluten-free, halal, kosher, nut-free.
What margins should I aim for in B2B catering?
Target gross margins: Regular office lunches 25-35%, meeting catering 30-40%, corporate events 35-50%. Lower margins on regular orders are offset by volume and efficiency. Events command higher margins due to complexity and one-off nature. Factor in delivery time, setup, equipment hire, and staff costs. Net margins after all costs typically 10-20%.
How do I retain corporate catering clients?
Client retention strategies: (1) Consistent quality - never let standards slip on repeat orders, (2) Rotate menus to prevent fatigue, (3) Remember preferences and dietary requirements, (4) Proactive communication - confirm orders, send reminders, (5) Handle issues immediately and generously, (6) Occasional upgrades or extras at no charge, (7) Regular check-ins with decision makers. Retention is more profitable than acquisition.
Should I offer credit terms for corporate clients?
Standard terms: 30 days for established corporate clients is normal. For new clients: Request payment upfront or 50% deposit until relationship is established (3-5 orders). For large orders (£1000+): Consider 50% deposit regardless. Always send invoices promptly (same day) and follow up on overdue payments. Credit check large clients before offering terms. Clear payment terms in your proposal prevent issues.