Catering Proposal

GATE: Confirm the brief before building the proposal.

Phase 2: Structure

Proposal Outline

1. Cover page — Business name, event name, date, client name
2. Introduction — Brief about your catering business and approach
3. Event Summary — Confirmed details (date, venue, guest count, style)
4. Menu Options — 2-3 tiered packages
5. Service Details — Staff, equipment, setup, timeline
6. Pricing — Per-person and total, itemized
7. Terms and Conditions — Deposits, cancellations, final count deadline
8. Next Steps — How to confirm and deposit instructions

Menu Tier Strategy

Offer 2-3 tiers:

GATE: Confirm the proposal structure and tier strategy before writing.

Phase 3: Write

Introduction

"[Business Name] specializes in [cuisine/style] catering for [event types]. We bring [X] years of experience and a passion for creating memorable dining experiences. Every event is customized — from menu development to day-of execution — so you can focus on your guests while we handle the food."

Menu Option Format

## [Tier Name] — $[X] per person

### Appetizers (select 2)
- [Item 1] — [brief description]
- [Item 2] — [brief description]
- [Item 3] — [brief description]
- [Item 4] — [brief description]

### Entrees (select 2)
- [Item 1] — [brief description]
- [Item 2] — [brief description]
- [Item 3] — [brief description]

### Sides (included)
- [Side 1]
- [Side 2]
- [Side 3]

### Dessert (select 1)
- [Item 1] — [brief description]
- [Item 2] — [brief description]

### Beverages
- [What is included: water, iced tea, coffee, lemonade]

*Dietary modifications available for all menu items. Please inform us of any allergies.*

Service Details

## Service Details

**Service style:** [Buffet/Plated/Stations]
**Staff provided:** [X] servers, [X] bartenders, [X] kitchen staff
**Equipment included:** Chafing dishes, serving utensils, plates, napkins, flatware
**Setup time:** [X] hours before event start
**Breakdown time:** [X] hours after event end
**Tastings:** Complimentary tasting for events over [X] guests

**Event Timeline:**
- [Time]: Catering team arrives, begins setup
- [Time]: Food preparation and plating begins
- [Time]: Appetizer service
- [Time]: Main course service
- [Time]: Dessert service
- [Time]: Breakdown and cleanup complete

Pricing Section

## Pricing Summary

| Item | Per Person | Quantity | Total |
|------|-----------|----------|-------|
| [Tier Name] menu | $[X] | [guests] | $[total] |
| Bar service (if applicable) | $[X] | [guests] | $[total] |
| Staffing | Included | | — |
| Equipment rental (if applicable) | — | — | $[total] |
| Travel/delivery fee | — | — | $[total] |
| **Subtotal** | | | **$[total]** |
| Tax ([X]%) | | | $[total] |
| Service charge ([X]%) | | | $[total] |
| **Total** | | | **$[total]** |

Terms and Conditions

• Deposit: [X]% due upon booking to confirm the date
• Final count: Due [X] days before the event
• Final payment: Due [X] days before the event
• Cancellation: Full refund if cancelled [X]+ days out. Deposit non-refundable within [X] days.
• Minimum guest count: [X] guests (bill is based on confirmed count or actual attendance, whichever is higher)
• Leftovers: Client may take leftover food. Caterer is not responsible for food safety after event.

Phase 4: Polish

1. Proposal Presentation

• Format as a clean PDF with your branding (logo, colors, fonts)
• Include 3-5 high-quality photos of your food and past events
• Keep the total document under 5 pages
• Use consistent formatting: same fonts, spacing, and table styles throughout

2. Follow-Up Plan

• Send proposal within 24 hours of the inquiry
• Follow up 3 days later if no response
• Offer a tasting if the client is deciding between caterers
• Be prepared to customize the menu based on feedback

3. Quality Checklist

## Catering Proposal Checklist

- [ ] Event details confirmed (date, venue, guest count, style)
- [ ] 2-3 menu tiers presented with clear pricing
- [ ] Menu descriptions are appetizing and specific
- [ ] Dietary modification options mentioned
- [ ] Service details include staff count, equipment, and timeline
- [ ] Pricing is fully itemized (no hidden fees)
- [ ] Terms cover deposit, final count deadline, cancellation, and payment
- [ ] Proposal is professionally formatted (PDF with branding)
- [ ] Photos of past work included
- [ ] Clear next step and contact information provided

Example

Event: Corporate holiday party, 75 guests, cocktail reception + dinner stations

Tier 2 (Premium) excerpt:

## Premium Package — $65 per person

### Passed Appetizers (select 3)
- Bacon-wrapped dates with goat cheese and honey
- Shrimp cocktail shooters with horseradish cream
- Bruschetta trio: tomato basil, mushroom, and roasted pepper
- Mini crab cakes with remoulade

### Dinner Stations
**Carving Station:** Herb-crusted prime rib with au jus and horseradish cream
**Pasta Station:** Made-to-order penne with choice of marinara, alfredo, or pesto
**Seasonal Station:** Roasted vegetable display with grains, greens, and vinaigrettes

### Dessert
Assorted mini dessert display: chocolate truffles, fruit tarts, and tiramisu cups

### Beverages
Coffee, tea, sparkling water, and lemonade station (bar service quoted separately)

Anti-Patterns

• One option, take it or leave it — always offer 2-3 tiers. Clients want to feel they have a choice and control over budget.
• Vague pricing — "Starting at $50 per person" without details creates suspicion. Itemize everything.
• No timeline — clients worry about logistics. A detailed event day timeline shows you have planned every detail.
• Generic descriptions — "Chicken entree" loses to "Pan-seared airline chicken breast with lemon herb butter and roasted asparagus."
• Missing terms — proposals without cancellation and payment terms lead to disputes. Always include.

Recovery

• Budget is lower than your tiers: Offer a simplified menu — fewer appetizer choices, simpler proteins, buffet instead of plated. Do not compromise on quality.
• Client wants items not on any tier: Build a custom package. Price individual items and add 10% for customization.
• Competing against a lower bid: Emphasize what is included (staff, equipment, setup, cleanup) that competitors may charge extra for. Detail your experience and references.
• Client is non-responsive after proposal: Follow up twice (Day 3 and Day 7). After that, send a final "closing the file" email — this often prompts a response.