The champagne toasts have faded, the holiday decorations are packed away, and your restaurant's December catering revenue has hit the books. But here's the question every savvy restaurant owner should be asking: What happens to all those corporate clients who trusted you with their holiday celebrations?
December is a goldmine for catering operations. Companies across every industry host holiday parties, client appreciation events, and end-of-year celebrations. You've already done the hard work of acquiring these customers, delivering exceptional food, and proving your capabilities. Yet far too many restaurants let these valuable relationships go cold once January arrives.
The truth is, that corporate client who ordered your signature appetizer spread for their holiday party likely needs catering services throughout the entire year—board meetings, training sessions, client lunches, team celebrations, and more. The difference between restaurants that thrive in the corporate catering space and those that struggle often comes down to one critical factor: their Q1 follow-up strategy.
Let's dive into exactly how you can transform those one-time holiday orders into profitable, year-round corporate accounts.
Understanding the Corporate Catering Opportunity
Before mapping out your follow-up strategy, it's essential to understand why corporate catering represents such a significant opportunity for restaurant growth.
The Numbers Don't Lie
Corporate catering accounts typically generate 3-5 times more annual revenue than one-time event orders. A company that spent $2,000 on their holiday party might easily spend $15,000-$25,000 annually on regular workplace food needs—breakfast meetings, lunch-and-learns, client entertainment, and employee appreciation events.
Even better, corporate accounts provide predictable, recurring revenue that helps stabilize your cash flow during traditionally slower periods. While your dining room might see a post-holiday slump in January, a solid roster of corporate clients keeps your kitchen busy and your team employed.
Why January is Your Window of Opportunity
The first quarter presents a unique psychological advantage for follow-up outreach. Corporate clients are:
- Setting budgets for the new year
- Planning their event calendars
- Evaluating vendor relationships
- Open to streamlining their operations
Companies that had a positive experience with your holiday catering are primed to consolidate their catering needs with a proven partner. But here's the catch—if you wait too long, they'll either forget about you or establish relationships with competitors who reached out first.
Building Your Q1 Follow-Up Framework
Successful corporate catering conversion doesn't happen by accident. It requires a systematic approach that nurtures relationships while providing genuine value.
Week 1-2 Post-Event: The Thank You Phase
Your follow-up should begin within two weeks of completing a holiday catering order. This initial outreach sets the tone for the entire relationship.
Send a personalized thank-you message that references specific details from their event. Did they rave about your cranberry brie bites? Did you accommodate last-minute dietary restrictions? Mention these details to show you were paying attention.
Example email opening: "Hi Sarah, I hope your team is still talking about the holiday celebration! We loved preparing the custom vegetarian options for your group, and I heard the chocolate fountain was a hit with the accounting department."
Include a brief feedback request. Ask what worked well and what could be improved. This accomplishes two things: it shows you value their input, and it gives you valuable information for future orders.
Attach a subtle value-add. Perhaps it's a PDF guide titled "10 Easy Breakfast Ideas for Your Next Team Meeting" or a seasonal menu preview. Give them a reason to keep your email rather than archive it.
Week 3-4: The Value Introduction Phase
Now it's time to introduce the concept of ongoing partnership without being pushy.
Share your corporate catering capabilities. Many holiday clients may not realize you offer regular office catering services. Create a one-page overview highlighting:
- Daily lunch delivery options
- Meeting and conference catering packages
- Drop-off versus full-service options
- Dietary accommodation expertise
- Flexible ordering minimums
Offer a "New Year Special" specifically for returning holiday clients. Consider a 15% discount on their first Q1 order or complimentary delivery for orders over a certain threshold. This creates urgency while rewarding loyalty.
Week 5-8: The Relationship Building Phase
This is where many restaurants drop the ball. Consistent, value-driven communication separates professional catering operations from amateur ones.
Establish a communication rhythm. Monthly newsletters featuring seasonal menu items, ordering tips, or industry insights keep you top-of-mind without overwhelming inboxes.
Connect on LinkedIn. Find the decision-makers at companies you served and send personalized connection requests. Engage with their company posts. This builds familiarity and keeps your restaurant visible.
Pick up the phone. For your highest-value holiday accounts, nothing beats a personal call. Ask about their upcoming events, listen to their challenges, and position your services as solutions.
Creating Irresistible Corporate Catering Packages
Converting holiday clients into regular accounts often requires adjusting your offerings to meet everyday business needs.
Develop Tiered Office Catering Menus
Corporate clients have varying budgets and needs throughout the year. Create distinct options:
Executive Level: Premium presentations for board meetings, client entertainment, and important negotiations. Higher price point with elevated ingredients and presentation.
Professional Level: Quality options for departmental meetings, training sessions, and regular team lunches. Balanced pricing with reliable favorites.
Express Level: Streamlined choices for quick working lunches and casual meetings. Competitive pricing with fast turnaround.
Simplify the Ordering Process
One reason companies consolidate catering vendors is convenience. Make it impossibly easy to order from you:
- Create dedicated ordering portals for regular clients
- Offer saved "favorite orders" for repeat selections
- Provide direct contact numbers that bypass general inquiries
- Establish credit accounts for seamless billing
Address the "Monday Morning Meeting" Problem
Smart restaurants recognize that corporate catering needs follow predictable patterns. Monday mornings bring team kickoff meetings. Wednesdays often host lunch-and-learns. Fridays might feature casual team celebrations.
Proactively reach out with solutions: "I noticed many of our corporate partners struggle with last-minute Monday meeting catering. We've created a 'Weekend Pre-Order' system with Sunday delivery prep—want me to walk you through how it works?"
Overcoming Common Objections
Even satisfied holiday clients may hesitate to commit to ongoing relationships. Prepare responses for typical concerns.
"We already have a caterer we use."
Response: "That makes sense—consistency is valuable. Many of our regular clients actually use multiple catering partners depending on the occasion. Our specialty is [your unique strength: authentic cuisine, dietary accommodations, last-minute flexibility]. Perhaps we could be your go-to for those specific situations?"
"Our budget is tighter for regular events."
Response: "Holiday parties definitely have bigger budgets! That's exactly why we developed our workplace lunch packages starting at [price point]. I'd love to show you options that deliver quality within your everyday budget."
"We don't host that many events."
Response: "You might be surprised how quickly smaller needs add up—birthday celebrations, client visits, working lunches when deadlines loom. Let me send you our 'small gathering' menu. No minimums, no commitments, just great food when you need it."
Tracking and Measuring Success
What gets measured gets managed. Implement systems to track your holiday-to-regular conversion efforts.
Key Metrics to Monitor
- Contact rate: What percentage of holiday clients received follow-up outreach?
- Response rate: How many engaged with your communications?
- Conversion rate: What percentage placed a Q1 order?
- Account value: What's the average annual revenue from converted accounts?
Create a Simple CRM System
You don't need expensive software to track client relationships. A well-organized spreadsheet can capture:
- Company name and contact information
- Holiday order details and value
- Follow-up dates and responses
- Q1 orders and ongoing activity
- Notes on preferences, dietary needs, and feedback
Review this data monthly to identify patterns. Which follow-up approaches generate the best responses? Which company types convert most readily? Use these insights to refine your strategy.
Long-Term Relationship Maintenance
Converting a holiday client is just the beginning. Keeping them requires ongoing attention.
Quarterly Check-Ins
Schedule brief touchpoints every three months. Ask about upcoming events, gather feedback on recent orders, and share new menu developments. These conversations often reveal opportunities you'd otherwise miss.
Celebrate Milestones
Acknowledge anniversaries of your partnership, congratulate clients on company achievements you've seen in the news, and remember personal details shared during interactions. These human touches distinguish vendors from partners.
Solve Problems Before They Escalate
When issues arise—and they occasionally will—address them immediately and generously. A client who experiences a problem that's handled exceptionally often becomes more loyal than one who never had an issue at all.
Your Next Step Toward Corporate Catering Growth
The gap between restaurants that successfully convert holiday clients and those that don't usually isn't about food quality—it's about follow-up discipline and relationship investment.
This Q1, commit to implementing a structured approach. Start with your highest-value December accounts. Perfect your outreach messages. Track your results. Refine and repeat.
The corporate catering market continues to grow as companies invest in workplace food programs to attract talent, boost morale, and enhance client relationships. Your December success proved you can deliver. Now prove you can partner.
Ready to connect with more corporate catering clients? soyum.co helps restaurants like yours reach businesses actively searching for reliable catering partners. Join our marketplace to expand your corporate client base and turn your catering expertise into predictable, year-round revenue. Visit soyum.co today to learn how we can help grow your business.