Event planners and corporate office managers control budgets in the millions—and they're actively searching for caterers who can handle 50-person lunch meetings, all-day conferences, and executive dinners. Your job is reaching them before competitors do. The right outreach strategy turns event planners into repeat clients who book you multiple times per year.
Why Event Planners Are Worth Targeting
Corporate catering is relationship-driven. Event planners plan dozens of events annually, meaning one solid partnership can generate $15,000–$50,000+ in annual revenue. Unlike one-time consumer gigs, planners handle budget approvals, dietary requirements, and logistics—they're looking for reliable partners who reduce their headaches, not add to them.
The challenge: planners are inundated with cold pitches. You need specificity and proof that you understand their world.
Build a Targeted Event Planner List
Start by identifying who actually books caterers in your region. This isn't every "event planner"—it's the ones working with corporate clients.
Where to find them:
- Corporate event planning agencies (Google "corporate event planning [your city]")
- Meeting and incentive travel planners (MPI, ISES memberships searchable online)
- In-house event coordinators at mid-to-large companies (100+ employees)
- Hotel/venue event coordinators who recommend caterers
- Professional associations that host annual conferences
Aim for a list of 30–50 qualified contacts in your first wave. Quality over volume.
Craft an Outreach Email That Works
Generic "we cater to all events" messages get deleted. Event planners need specifics about what you actually deliver.
Your email should include:
- A specific capability relevant to corporate settings (e.g., "We handle buffet setups for 200+ at downtown offices with zero parking requirements" or "We specialize in dietary-restricted menus: keto, vegan, allergen-friendly")
- A recent menu or case study (e.g., "Last month we catered a 3-day summit for TechCorp with rotating lunch themes and managed mid-day beverage restocks")
- Your typical turnaround time for quotes (ideally 24 hours for corporate clients)
- A link to your portfolio or testimonials
Keep it under 150 words. Planners skim.
Example angle: "We cater quarterly all-hands meetings for 60–150 people and handle last-minute requests within 48 hours. Our office drop-off service includes setup, chafing dishes, and cleanup—no coordinator headaches."
Offer Planner-Specific Advantages
Event planners care about reliability, not price alone. Here's what moves them:
- Flexible minimums: Many office catering jobs run $400–$1,500 per event, not huge tickets. Offer a $350 minimum for smaller meetings rather than a $1,000 threshold that loses you the business.
- Customizable dietary options: Corporate clients now expect vegan, gluten-free, and allergen-labeled items on the same order. Highlight this proactively.
- Fast turnaround: Can you quote a 100-person lunch order within 4 hours? Say so.
- Parking and logistics: "We provide our own serving ware—no equipment to return" is huge for office coordinators in tight spaces.
- Repeat-booking discounts: Offer 5–10% off for planners who book you three times in a year. This locks in loyalty.
Use Multiple Touchpoints
Email alone won't cut it. Follow a sequence:
- Send initial email (personalized, not a template blast)
- Wait 5–7 days; follow up with a short "just checking in" message
- Connect on LinkedIn with a brief note: "Saw your events work at [Company]. Would love to chat about catering options."
- After 2–3 touches with no response, move on—but revisit every 6 months
This takes 30 minutes per contact. For 40 planners, that's 20 hours of work spread over a month.
Leverage Listings and Referrals
Getting listed on platforms like Mercoly where corporate planners search for caterers puts you in front of active buyers. A strong profile with menus, pricing, dietary options, and reviews reduces friction—planners can vet you before they even email.
Simultaneously, ask satisfied clients for referrals: "Who else in your network plans events?" Many planners know each other.
Track What Works
After three months, measure:
- How many planners responded
- How many requested a quote
- How many booked
- Average order value
If response rate is below 10%, your outreach email needs sharpening. If they request quotes but don't book, your pricing or capabilities may not align.
Frequently Asked Questions
Q: What price range should I quote for a typical office lunch for 50 people? Corporate office catering typically runs $12–$22 per person for lunch (sandwiches, salads, beverages) and $18–$35 per person for full hot entree service. Confirm budget expectations in your first conversation to avoid wasted quotes.
Q: How far in advance do corporate event planners usually book? Most plan 4–8 weeks out, but many offices book standing monthly or quarterly meetings just 2–3 weeks ahead. Be ready to quote and execute quickly; planners reward caterers who handle last-minute requests.
Q: Should I offer custom menu design, or stick to preset packages? Custom menus win more corporate contracts, but preset packages (3–4 tiers) speed up quoting and sales. Offer both—preset packages as the default, custom menus for planners who request them.
Start your outreach today: identify 30 event planners this week and send personalized emails by Friday.