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Catering Business Plan Template [2021 Updated]


VI.Marketing Plan

You can download the Catering business plan template (including a full, customizable financial model) to your computer here.

The Marketing Plan describes the type of brand [Company Name] seeks to create and the Company’s planned promotions and pricing strategies.

The [Company Name] Brand

The [Company Name] brand will focus on the Company’s unique value proposition:

  • Offering extensive menu options and menu customization for breakfast, lunch, dinner
  • Serving high quality food with sophisticated servers
  • Providing excellent customer service

Promotions Strategy

[Company Name] expects its target market to be individuals working and/or living within a 15-mile radius of its facility. The Company’s promotions strategy to reach these individuals includes:

Direct Mail

[Company Name] will use local business mailing lists and business association lists to send information to area businesses. These pieces will provide general information on [Company Name], offer discounts and/or provide other inducements for people to frequent the business.

Public Relations

We will contact all local and area newspapers and television stations and send them a press release describing the opening and unique value proposition of [Company Name].


[Company Name] will initially advertise in local newspapers and event publications in order to gain awareness.

Ongoing Customer Communications

[Company Name] will maintain a website and publish a monthly email newsletter to tell customers about recent catered, deals, and tips for event planning and catering.

Business Networking Groups

The sales manager and head chef of[Company Name] will use their contacts as part of local business networking groups to find qualified leads for catering work among businesses.

Pricing Strategy

[Company Name] pricing will be on the high end of price, but lower than Elegant Catering which serves only the elite. Customers will feel they receive great value because of the high amount of service they receive and customization they are allowed. Pricing will be higher than Freddy’s Catering and Old Time Organics for this reason.

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