The Luxe Catering Coach

The Luxe Catering Coach Helping caterers build premium, profitable businesses with systems, strategy & coaching

10/07/2026

I wouldn’t look at your food.

I wouldn’t look at your Instagram.

I wouldn’t even look at your kitchen.

I’d look at your boundaries.

Because that’s where most caterers lose their profit.

If you’re creating custom menus before a deposit…

You’re losing money.

If you’re absorbing rising food costs because you’re scared clients will say, “That’s too expensive”…

You’re losing money.

If hiring staff wipes out your profit…

You don’t have a pricing problem.

You have a system problem.

The biggest lesson I’ve learned after generating over £364,000 in catering sales is this:

Profit isn’t made in the kitchen.

It’s made the moment you decide what you’re willing to charge… and what you’re no longer willing to give away for free.

Stop pricing with hope.

Start pricing with numbers.

👇 Comment CALCULATOR and I’ll send you the Quote & Profit Calculator that helps you protect your profit before you send another quote.

09/07/2026

Everyone assumes the biggest lesson from building a catering business is about food.

It wasn’t.

It was learning that great food doesn’t build a profitable catering business.

Your systems do.

Your pricing does.

Your boundaries do.

Your confidence does.

I know incredible caterers who cook restaurant-quality food…

…but still undercharge.

Still work every weekend.

Still miss family birthdays.

Still don’t know their actual profit until the event is over.

Looking back, I wish I’d spent less time trying to become a better chef…

…and more time becoming a better business owner.

Because the day I started treating my catering business like a business instead of a passion project…

…everything changed.

👇 Comment CALCULATOR and I’ll send you the Quote & Profit Calculator that helped me stop guessing and start pricing with confidence.

09/07/2026

You don’t need to see someone’s bank account to know whether their catering business is profitable.

You only need to watch how they handle one enquiry.

The caterer looked talented.

The food looked great.

The setup was beautiful.

But within 30 seconds, I knew something was wrong.

Not because of the menu.

Not because of the prices.

Because of the process.

They immediately started building a custom quote before asking the basics.

No confirmed date.

No venue.

No guest numbers.

No budget.

No deposit.

That’s how profitable businesses slowly become exhausting businesses.

The most successful caterers I’ve met don’t rush to impress.

They qualify first.

They protect their time.

They let their systems lead the conversation.

Because every unnecessary quote, every free consultation, and every custom menu created for someone who never books quietly eats away at your profit.

The way you handle enquiries says more about your business than your food ever will.

If you want to stop guessing your numbers and start quoting with confidence…

Comment “CALCULATOR” and I’ll send you the Quote & Profit Calculator.

09/07/2026

Most caterers think they need a better pricing formula.

Most actually need better boundaries.

Every time you apologise for your quote…

…drop your price before being challenged…

…or panic because someone says you’re “too expensive”…

you’re teaching clients how to value you.

Premium clients don’t buy confidence after they pay.

They buy it before they book.

The truth is, your pricing isn’t just a number.

It’s a reflection of how much you believe in your experience, your systems, your presentation, and the results you deliver.

When you stop negotiating against yourself…

clients stop expecting you to.

If you’re constantly wondering whether your quotes are actually profitable, stop guessing.

Comment CALCULATOR and I’ll send you the Quote & Profit Calculator that helps you price with confidence.

08/07/2026

The numbers never lie… and neither does your process. 🛑

After 10 years in catering, I can usually tell within 30 seconds whether someone is actually making money.

Not from their food.

Not from their Instagram.

From the way they run their business.

One of the biggest giveaways?

A client asks, “How much for 50 people?”

…and they immediately send a menu and a price.

No event date.

No venue.

No setup details.

No questions.

Just a quote.

That’s not confidence.

That’s hoping the booking sticks.

Another sign?

Spending hours creating custom menus before a deposit has even been paid.

You’re not running a premium business.

You’re working for free.

The profitable caterers I know move differently.

They know their numbers.

They know exactly what every booking needs to make.

They don’t guess.

They don’t panic when someone asks for a discount.

Their pricing is backed by a system, not a feeling.

That’s the difference between looking busy…

…and building a catering business that actually pays you.

👇 Comment CALCULATOR and I’ll send you the Quote & Profit Calculator I use to price bookings with confidence.

07/07/2026

Sarah thought she’d had a great booking.

She quoted £1,265.

The client was happy.

The event went well.

But when we finally sat down to work out the numbers…

She’d made just £182.

Not because she couldn’t cook.

Because she made the same mistake thousands of independent caterers make.

She only priced the obvious.

The food.

A bit of labour.

Then added what “felt right.”

What she didn’t include were the costs quietly eating her profit.

The shopping trip.

The prep the night before.

Loading and unloading the van.

Fuel.

Packaging.

Card processing fees.

Gas and electricity.

Equipment wear and tear.

The herbs she had to buy twice.

The ingredients lost during prep.

The hours spent answering messages before the booking even happened.

Those costs don’t disappear.

They come out of your profit.

That’s why so many caterers finish an event exhausted…

…look at the money in their account…

…and wonder why they’re still struggling.

Working harder isn’t the answer.

Knowing your real numbers is.

👇 Comment CALCULATOR and I’ll send you the Quote & Profit Calculator so you can price every booking with confidence.

07/07/2026

Last Saturday I watched a caterer talk herself out of a £2,000 booking.

Not because her food wasn’t good.

Not because another caterer was cheaper.

Not because the client didn’t like her.

It was one sentence.

A sentence most caterers have said at least once.

“I can probably do it for your budget.”

In that moment, she unknowingly shifted all the power to the client. The client acknowledged that their max was £2,000 but they will prefer if she could take £1500.

The conversation stopped being about the experience, the professionalism, and the value she brought.

It became about how much she was willing to give away.

That’s why so many caterers end up fully booked… yet barely making any profit.

Premium caterers don’t negotiate against themselves.

They ask questions.
They understand the event.
They explain the value.
And if the budget isn’t the right fit, they’re confident enough to walk away.

And usually, it happens because the caterer doesn’t know their numbers clearly enough.

👇 Comment CALCULATOR and I’ll send you the Quote & Profit Calculator so you can work out your costs, profit and final price before sending another quote.



That message never gets easier.“We’ve decided to go with another caterer.”For years, I’d reply with:“No worries, thanks ...
07/07/2026

That message never gets easier.

“We’ve decided to go with another caterer.”

For years, I’d reply with:

“No worries, thanks for letting me know.”

Then I’d move on.

Big mistake.

One “no” doesn’t always mean they’ve chosen someone better.

Sometimes they chose someone cheaper.
Sometimes they replied first.
Sometimes they’re simply trying to stay within budget.

And sometimes…

…they come back.

The question is:

Will they remember you when they do?

Premium caterers don’t beg.
They don’t slash their prices.
They don’t disappear.

They respond with confidence, leave the door open, and continue showing why they’re worth every penny.

I’ve had enquiries come back weeks, even months, later because I handled the rejection professionally instead of emotionally.

The way you respond after losing a booking says just as much about your business as the way you win one.

Have you ever had a client come back after saying no?

👇 Comment AUDIT if you’d like a FREE Catering Business Health Check. I’ll DM it straight to you.

📌 Save this for the next time you receive that dreaded “We’ve gone with someone else” message.

06/07/2026

After 10 years in catering, I’ve stopped caring about things that used to stress me out.

Being the cheapest.

Explaining my price to people who were never going to respect it.

Taking every enquiry seriously.

Saying yes because the calendar looked quiet.

Feeling grateful for bookings that left me tired, underpaid and annoyed.

Because catering will humble you quickly if you don’t learn the business side.

Good food is important, of course.

But pricing matters.

Boundaries matter.

Deposits matter.

Profit matters.

The client’s energy matters.

And honestly, peace matters too.

There’s a stage in business where you stop getting excited by “I have a booking”…

and start asking:

Is it profitable?

Is the client serious?

Do they respect the process?

Will this booking actually move the business forward?

That’s when you start growing properly.

Which one did you need to hear?

Comment “ME” if you’ve learned any of these the hard way 👇

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