(Editor’s note: This column is based on the author’s presentation during Pizza Expo 2025.)

If your pizza business exclusively offers in-house dining or deliveries, you could be missing out on a golden opportunity to grow your business. Catering not only diversifies revenue but also amplifies your company’s reputation by serving pizzas in settings beyond your restaurant walls.

Catering has several business advantages over in-person dining. For example, catering brings in income with clear budgets. You know exactly how many customers you are feeding and can set prices accordingly. Consequently, catering often comes with higher profits compared to regular orders. Plus, pre-planned portions mean less food waste.

Steps to Build Your Catering Business

Assess Your Infrastructure

Before jumping into catering, take a good look at your current setup. Do you have what it takes to handle events? Here’s a checklist to get you started:

• Staffing: Train a team that can manage offsite events with the same level of quality you offer in-house.

• Equipment: You don’t need a full fleet of food trucks to start. Portable pizza ovens are perfect for events with smaller setups.

• Logistics: Plan for transportation, setup and teardown. Create standard operating procedures (SOP) for seamless execution.

If you’re just starting out, don’t fret! You can always scale gradually. Take a portion of catering earnings and invest in better equipment over time.

Pro Tip: Test the waters with smaller events first, such as school pizzas or office lunches. Relatively “low-pressure” gigs allow you to refine your systems without the stress of a high-stakes event like a wedding.

Define Your Offerings

Catering doesn’t have to mean just delivering pizzas in boxes. Think outside the (pizza) box! Here are some catering styles you can offer:

1. Drop-Off Service: Deliver pizzas, sides and beverages. Simple and easy.
2. Full-Service Events: Set up pizza stations with live cooking for a “wow factor.”
3. Specialized Catering (e.g., craft services): Provide custom food and snacks for corporate or movie shoots.
4. Action Stations: Set up live stations with chefs tossing dough or assembling pizzas on-site to engage guests.

Fun Fact: Grazing tables laden with pizzas and sides are a hit at social events. They scream “abundance” and are super Instagram-worthy.

Know Your Audience

Not all events are created equal, so tailor your approach based on the type of client. Here’s a quick breakdown:

• Weddings: High pressure but high reward. Offer packages that include appetizers, pizzas and dessert options to maximize revenue. Be impeccable with presentation and professionalism.

• Corporate Events: These often are repeat clients (hello, recurring revenue!) and usually low maintenance. Plan for lunch events, promotions or holiday parties.

• Social Celebrations (e.g., birthdays, bar mitzvahs): Creativity wins here! Offer customizable pizza toppings and themes to make the party unique.

• Concessions (yes, catering for schools and sports events): These gigs can be lucrative if there’s guaranteed funding. Offer simple menus with per-head pricing.

Pro Tip: Ask yourself who the “decision maker” is for the event. Understanding if you’re working with a carefree host, a controlling event coordinator or a clueless first-timer will help you effectively manage expectations.

Set Minimums and Pricing

You’re not just selling pizzas; you’re selling an experience. Be upfront about your pricing structure to filter serious clients:

• Charge a booking fee to secure the date.

• Set a minimum spend based on location and type of event (e.g., “Our minimum for local weddings is $5,000”).

• Be clear about travel fees for events outside your immediate area.

• Always factor gratuity into your quotes to keep things transparent and ensure your staff is rewarded fairly.

Pro Tip: Offer upsells like salads, side dishes or drinks to meet higher budgets without overloading on pizzas.

Market Like a Pro

Catering offers huge potential for cross-promotion, so make sure people know you’re in the game. Here are some low-cost ways to market:

• Food Packaging: Add cards or stickers promoting your catering services to delivery boxes.

• Events: Offer free pizza samples at local festivals or car dealerships to create brand awareness.

• Client Loyalty: Stay in touch with past customers via email or text. For example, “Hi [Name], hope you enjoyed your event last month! We’d love to cater your next celebration.”

• Social Media: Post pictures from events, tagging attendees and hosts to grow visibility.

Pro Tip: Use your food truck (if you have one) as a moving billboard. Park it at strategic, high-traffic locations.

Deliver an Unforgettable Experience

The catering business is about more than just good food; it’s about outstanding service and seamless operations. Set timers, ensure your team is dressed professionally and triple-check logistics.

If you’re catering for a high-stakes event, it’s worth having the owner or a senior team member on-site to handle operations. Your client’s big day (especially for weddings) reflects directly on your brand.

At Simply Pizza, we (the owners) attend every single wedding we cater. This personal touch not only has helped us maintain a stellar reputation but also allows us to command premium pricing.

Keep Experimenting and Expanding

Don’t box yourself in (unless it’s a pizza box). Experiment with innovative ideas, such as:

• Setting up action stations at food festivals.

• Catering corporate promotions (imagine serving mini pizzas at a whiskey launch).

• Creating themed menus for seasonal celebrations such as Oktoberfest or Christmas markets.

The more creative you get, the more opportunities you’ll uncover.

Start Rolling Out the Dough

Catering is more than an add-on, it’s a strategy that can transform your pizzeria into a powerhouse. By expanding into catering, you’re not just increasing your revenue but also embedding your brand further into your community.

Are you ready to take the next step? Start small, think big, and cater like a pro. Who knows? You might just serve the best pizza someone’s had on the biggest day of their life.

MELINDA CARBAJAL is the CEO and managing member of Simply Pizza in Colorado.