Starting a catering business: Turn Your Pizzeria into a Revenue Generator

So, you’re thinking about getting into the catering game. It’s a smart move. Expanding your pizzeria into catering is one of the best ways to build a new, profitable revenue stream using the kitchen and brand you've already perfected.

But let's be clear: this isn't just about making bigger pizza orders. It's a strategic pivot that, when done right, can seriously boost your bottom line. Forget the generic advice—the real win is in creating pizza-centric catering models that leverage what you already do best, powered by efficient equipment like a solid pizza prep table.

Laying the Groundwork for Your Pizzeria's Catering Arm

The whole thing starts with a simple, focused plan. We can break down the foundational process into three key stages.

This flow—research, niche, and plan—is your roadmap. It’s how you turn a vague idea into a structured, viable business arm that actually makes you money.

Conducting Practical Market Research

Before you even think about buying a single to-go box, you need to get a feel for your local market. Who actually needs catering around here, and what are they looking for? The good news is, you can start this research without spending a dime.

Kick things off by brainstorming potential client groups in your delivery radius. I’m talking about:

• Corporate Offices: Think about all the businesses providing lunch for meetings, employee appreciation days, or those classic Friday pizza socials. They’re looking for reliability and crowd-pleasing options.
• Schools and Universities: From teacher workdays to student club events, educational institutions are constantly on the hunt for bulk food orders.
• Private Parties: This one’s a no-brainer. Families host birthdays, graduations, and backyard get-togethers where pizza is the perfect, easy-to-serve food.
• Local Venues: Check out nearby breweries, community centers, and event spaces that don’t have their own kitchens. They often need to partner with caterers.

Once you have a list, do a little recon. See what other pizzerias or local restaurants are offering for catering. Check out their packages, pricing, and minimum order sizes. This isn’t about copying them; it’s about finding the gaps you can fill.

Carving Out Your Unique Niche

Your existing brand is your single biggest asset. So, how do you translate that into a catering offer that stands out? Instead of just slapping together trays of pizza, think about creating an experience.

A unique selling proposition is critical. You’re not just selling food; you’re selling a convenient, memorable solution for an event planner's problem. By specializing, you become the go-to expert for a specific type of catering.

Get creative with some pizza-centric niches:

• Gourmet Mobile Pizza Parties: If you have the setup for it, bringing the full pizzeria experience to someone's backyard or office park is a huge winner.
• Build-Your-Own Pizza Bars: This is an interactive option that’s a massive hit at corporate team-building events and kids' parties. You just provide the prepped dough, sauce, cheese, and a spread of toppings straight from your pizza prep table.
• The Ultimate Office Lunch Package: Don’t just sell pizza. Bundle it with salads, drinks, and desserts. Market it as the one-click solution for busy office managers and admins.

For an even deeper dive into these initial steps, our checklist for opening a restaurant has some great insights that apply directly to launching a catering service.

Building a Solid Business Plan

The business plan is the final piece of this foundational puzzle. It doesn't need to be some hundred-page formal document, but it does need to clearly outline your mission, structure, and financial goals.

Make sure you cover your target market, your specific catering packages, and your marketing strategy. This plan is what will guide your decisions and keep you on track.

Crucially, your plan also needs to account for the operational side of things. As you build out this new catering arm, you’ll quickly realize that winning at recruitment in hospitality is key to finding a team that can handle both your in-house and off-site demands. Get this right, and you'll be on your way to a strong, profitable start in the catering world.

Getting Your Catering Operation Legal

Once you've got a solid strategy, it's time to dive into the paperwork. This is the part nobody loves, but it's absolutely non-negotiable. Getting your permits, licenses, and insurance in order is what protects your entire business—from your primary shop to every off-site event you book.

When you take your food on the road, the rules often get a lot stricter than what you're used to in your own four walls. Think of this as building a legal foundation. It ensures that when you're serving pizzas at a corporate lunch or a backyard wedding, you're fully compliant and covered. Trust me, jumping into events without the proper paperwork is a risk that's just not worth taking.

Essential Permits and Licenses

Your existing business license is a fantastic start, but catering is its own beast and requires a specific set of permissions. The exact requirements change from city to city and state to state, so your very first call should be to your local health department. They are the final word on what you’ll need to operate legally.

Generally, you'll be looking to secure a few key documents:

• A Specific Catering License: Many areas require a separate license for off-site food service, even if you already have a restaurant permit. This license officially confirms you're approved to prep food in one location and serve it somewhere else.
• Updated Business License: You’ll likely need to amend your current business license to formally include "catering" as a registered activity.
• Food Handler Permits for Your Team: Your in-house staff probably has these already, but make sure everyone involved in the catering side—from your prep cooks to your delivery drivers—has an up-to-date food handler permit.

The most common mistake I see pizzeria owners make is assuming their restaurant license automatically covers off-site events. Always, always verify with your local authorities. The penalties for non-compliance can be brutal and could even put your main business at risk.

Health Department Rules and Food Safety

Food safety standards get magnified the second you take your kitchen on the road. The health department will have very strict rules about transporting food, holding it at safe temperatures, and preventing cross-contamination at event sites. This is where your equipment choices become incredibly important.

For example, all your gear, from insulated food carriers to on-site pizza prep tables, might need to be NSF-certified. This certification is your proof that the equipment is designed for commercial use and is easy to properly clean and sanitize. When an inspector shows up, having the right gear makes all the difference.

To get a feel for what inspectors are really looking for, this comprehensive restaurant health inspection checklist is a great resource that offers some valuable insights.

Securing the Right Liability Insurance

Your standard restaurant insurance policy probably isn't going to cut it. Catering introduces a whole new world of risks. What if a guest slips on a spilled drink at an event you're serving? What if an employee gets in a car accident while delivering a big order? You need liability insurance that specifically covers these off-site situations.

Find an insurance agent who really understands the food service industry. You're not just buying a generic policy; you're protecting your livelihood. Ask them for a policy that includes:

• General Liability Insurance: This is your core coverage. It protects you against third-party bodily injury or property damage that happens at an event.
• Commercial Auto Insurance: If you're using a dedicated van or truck for catering, this is a must. If employees use their own cars for deliveries, you’ll need to look into non-owned auto liability coverage.
• Liquor Liability Insurance (if applicable): Thinking about serving beer and wine with your pizza packages? This is an absolute necessity. Don't even consider serving alcohol without it.

Getting these legal ducks in a row isn't just about ticking boxes. It’s about building a secure and sustainable catering arm for your business that can grow without unnecessary risk.

Nailing Your Catering Menu and Pricing

A great catering menu does more than just list food—it practically sells itself while fiercely protecting your profit margins. The trick isn't to just offer bigger versions of your standard pizzeria menu. You have to be smarter than that. You need to build a menu specifically for bulk production, creating packages that are both a no-brainer for clients and a financial win for you.

This is where thinking like a business owner, not just a pizza maker, really pays off. The catering world is exploding right now, valued at a massive USD 154.71 billion in 2024 and on track to hit USD 229.92 billion by 2033. With North America grabbing over 35% of that pie, there's a huge opportunity for established pizzerias to get in on the action. If you're curious, you can see the full catering industry growth breakdown on openpr.com.

Build Catering Packages, Not Just a Menu

The secret to a killer catering menu is scalability. Your items have to be just as delicious in a batch of 100 as they are when made one at a time, and they have to travel well. Start by cherry-picking your core, high-margin items that hold up beautifully on the road.

From there, stop thinking in terms of individual pizzas and start creating complete, problem-solving packages for event planners.

• The Corporate Lunch Express: Picture an office manager needing a quick, easy solution for a team meeting. This package could offer a trio of your most popular large pizzas, a big garden salad with a couple of dressing choices, and a case of assorted sodas. It’s an instant "yes."
• The Family Party Pack: This is your go-to for birthday parties and casual get-togethers. Think two large crowd-pleasing pizzas (cheese or pepperoni), a generous order of garlic knots, and a two-liter soda. Simple, satisfying, and easy to order.
• The Premier Pizza Party: For larger or more upscale events, get interactive with a "build-your-own" pizza bar. You provide the fresh dough, sauce, cheese, and a spread of toppings from your pizza prep table. Guests create their own masterpieces, and you bake them on-site. It’s an experience, not just a meal.

Packaging your offerings this way simplifies the decision-making for your clients and, just as importantly, streamlines your kitchen’s workflow. Pumping out high-volume orders becomes a smooth, repeatable process.

Getting Your Pricing Right

Pricing is the reef where so many new catering ventures run aground. It’s a delicate dance—you have to be competitive enough to win the job but profitable enough to make it worthwhile. Simply taking your in-house menu price and multiplying it by the number of guests is a fast track to losing money.

Your pricing formula has to cover way more than just the food. You've got to be meticulous and account for everything: direct costs, indirect overhead, and every minute of labor it takes to prep, cook, deliver, and serve.

Start by calculating your Cost of Goods Sold (COGS) for every single catering item. I mean everything. For a Margherita pizza, that's the flour, yeast, tomatoes, cheese, basil, and even the drizzle of olive oil. Once you have that food cost per item, a good rule of thumb in the industry is to multiply it by three or four to get your base menu price.

But that's just your starting line. You absolutely must factor in:

• Labor Costs: How many staff hours will it take to pull this off? Count everything from prep and cooking to packing, driving, and any on-site setup or service.
• Overhead: Your catering operation lives under the same roof as your pizzeria. A slice of your rent, utilities, and insurance has to be allocated to it.
• Supplies: The cost of disposable pans, serving spoons, plates, napkins, and those specialty catering boxes adds up faster than you’d think.

Once you’ve tallied up all those costs, add your desired profit margin—typically 15-25%—to land on your final price. This detailed approach is the only way to guarantee every catering job is actually making you money.

A smart way to encourage bigger orders is to offer tiered pricing. The per-person cost goes down as the group size goes up, making you an attractive option for larger, more lucrative events.

Here’s a look at how you could structure a tiered pricing model for a corporate lunch package. This makes it easy for a client to see the value in ordering for a larger group.

Sample Pizzeria Catering Package Pricing Model

Package Tier	Included Items	Price Per Person (10-20 Guests)	Price Per Person (21-50 Guests)	Price Per Person (51+ Guests)
The Basic	2 Pizza Slices, Garden Salad, Canned Soda	$18	$16	$14
The Classic	2 Pizza Slices, Caesar Salad, Garlic Knots, Canned Soda	$22	$20	$18
The Works	3 Pizza Slices, Choice of Premium Salad, Garlic Knots, Brownie Bites, Canned Soda & Bottled Water	$28	$25	$22

This kind of clear, tiered structure not only simplifies the sales process but also nudges clients toward higher-value packages and larger orders, which is exactly where you want to be.

Gearing Up Your Kitchen for High-Volume Catering

Jumping into catering means your kitchen is about to get a whole lot busier. Seriously. The secret to handling this new flood of orders without your team burning out or your quality dropping is all about having the right equipment. For a pizzeria, this isn't just about making more pizzas—it's about creating a system that can pump out dozens for a single order without derailing your regular dinner service.

The right tools aren't a luxury; they're the engine of a profitable catering arm. They guarantee speed, consistency, and—most importantly—food safety from the moment you start prepping to the second the food hits the event. Think of smart equipment choices, especially your pizza prep table, as a direct investment in your ability to grow.

The Pizza Prep Table: Your New Command Center

If you're launching a catering service from your pizzeria, the single most important piece of gear you'll buy is a dedicated, high-capacity refrigerated pizza prep table. Your standard prep line might get you through a normal Tuesday night, but it will instantly become a bottleneck when a catering order for 50 pizzas lands.

Upgrading to a bigger model—like a 72-inch or even a 93-inch workstation—is a total game-changer. Here's why:

• Massive Ingredient Storage: These beasts have refrigerated rails that can hold a huge array of ingredient pans. No more running to the walk-in. Every single topping is chilled and right there.
• Workflow Efficiency: A larger table gives you enough room for multiple cooks to assemble pizzas at the same time. This parallel workflow is the only way to tackle big orders under a tight deadline.
• Guaranteed Food Safety: Keeping ingredients like cheese, meats, and veggies at a consistent, food-safe temperature isn't optional. A commercial-grade refrigerated table ensures you're always on the right side of the health codes, even during the craziest rush.

Think of your pizza prep table as the central hub for your entire catering production. A spacious, well-organized unit keeps the chaos at bay, slashes prep time, and ensures every pizza that goes out the door is perfect.

Essential Gear to Back Up Your Prep Line

Beyond the pizza prep table, a few other pieces of equipment are crucial for a smooth catering operation. These items support your main production line and help you tackle the unique challenges of serving food off-site.

First up, consider adding a few under-counter refrigerators. You can tuck these compact units near your prep or packing stations to hold bulk items like extra dough, big bags of cheese, or backup sauces. This frees up prime real estate in your main pizza prep table and cuts down on foot traffic in the kitchen.

Next, a reliable commercial ice maker is a must-have. Catering gigs often include drinks, and you’ll need a steady supply of clean ice for coolers and dispensers. Trust me, relying on store-bought bags is a slow, expensive nightmare in the long run.

For a deeper dive into what your kitchen might need, check out our comprehensive commercial kitchen equipment checklist. It's a great tool for spotting any gaps in your current setup.

Getting Your Food There Safely and Hot

Your job isn’t finished when the pizza comes out of the oven. The final, critical step is getting that food to the client's location while keeping it hot, fresh, and looking great. This is where professional-grade transport equipment comes in.

Invest in high-quality insulated food carriers or pizza bags. They're designed to hold heat for a long time, making sure your pizzas arrive piping hot and your salads stay crisp. For bigger jobs, insulated holding cabinets are a fantastic investment that can hold dozens of boxed pizzas at the perfect temperature.

This focus on top-notch equipment is key, especially as the market grows. The global Catering Services and Food Contractors Market is projected to jump from USD 320.55 billion in 2026 to USD 402.08 billion by 2030. To grab a piece of that pie, your operational setup needs to be flawless.

How to Afford All This New Gear

The upfront cost of new equipment can feel like a gut punch, but it shouldn't stop you. Many suppliers offer lease-to-own financing options, letting you get the gear you need now and pay for it over time with manageable monthly payments. This way, your new catering revenue actually helps pay for the equipment that's generating it.

Another smart move, especially when you're starting out, is to look into catering equipment for hire. Renting specialized items for specific events can be a great way to test the waters before you commit to a major purchase.

Marketing Your New Pizzeria Catering Service

You’ve got a mouth-watering catering menu and a kitchen equipped to handle the rush. That’s a fantastic start, but great food alone won’t get the phone ringing. It’s time to get out there and tell people about your new pizzeria catering service.

Successfully launching a catering arm comes down to a smart mix of digital savvy and good old-fashioned local networking.

Think of your marketing plan like one of your pizza recipes—it needs the right ingredients in the right amounts to work. Your goal is to reach the right people right when they realize they need a caterer.

Building Your Digital Storefront

First things first: you need a dedicated home for your catering services online. Don’t just bury a PDF menu on your existing website and call it a day. This new venture deserves its own spotlight.

Your mission is to create a dedicated catering landing page. This needs to be clean, visually appealing, and laser-focused on answering a potential client's questions in seconds.

Make sure this page includes:

• High-Quality Photos: Showcase your best-looking catering spreads. I’m talking vibrant salads, perfectly topped pizzas, and shots of happy people enjoying your food at an actual event.
• Clear Package Details: Display your catering packages with transparent pricing. Make it incredibly easy for visitors to see what you offer and how much it costs.
• A Simple Contact Form: Include an inquiry form that captures the essentials: event date, number of guests, and contact information. Keep it short.

This landing page is now the hub for all your online marketing, from social media posts to paid ads.

Using Social Media to Showcase Your Service

Social media is your visual portfolio. Platforms like Instagram and Facebook are perfect for telling the story of your catering service. Post crisp, professional photos of your food, your team in action, and successful events you’ve catered.

Client testimonials are pure gold here. When you get a glowing review, ask the client if you can feature their quote. A real review from a happy customer is far more persuasive than any ad you could ever run.

Your marketing goal is to make it incredibly easy for potential clients to visualize your food at their event. High-quality visuals and authentic social proof are the fastest ways to build that trust and excitement.

Consider running targeted local ads on Facebook and Instagram. You can get surprisingly specific, targeting users by their job titles (like "office manager" or "event planner") or location. It’s a cost-effective way to get your catering menu right in front of the people who make the booking decisions.

Forging Strong Local Partnerships

While a strong online game is crucial, don’t ever underestimate the power of local, in-person connections. Building real relationships in your community can create a steady stream of referral business that costs you nothing but a bit of your time.

Start by thinking about who in town regularly needs catering.

• Local Businesses and Corporate Parks: Drop by with a sample platter and a stack of your new catering menus. A taste of your food is your single best sales tool.
• Schools and Universities: Get in touch with department heads or event coordinators. They’re always planning meetings and student events that are perfect for pizza catering.
• Community Venues: Partner up with local breweries, event spaces, and community centers that don't have their own kitchen. Offer to be on their preferred caterer list.

These partnerships essentially turn other businesses into your sales force. When someone asks them for a catering recommendation, your pizzeria will be the first name they mention. In this industry, a warm lead like that is invaluable.

The financial upside is massive. In the United States, the catering market is booming, with corporate catering making up about 45% of North American revenue and weddings comprising roughly 50% of the total US market. That shows a huge opportunity for pizzerias that can build relationships with different types of clients. You can explore more US catering market statistics and learn about these revenue opportunities.

Creating Professional Marketing Materials

Finally, make sure you have professional marketing materials that leave a great first impression. This means a well-designed catering menu or brochure you can hand to potential clients.

Ensure your materials clearly list your packages, a la carte options, and all your contact info. Use the same gorgeous photos from your website to keep your brand image consistent and professional. When you meet someone, leaving them with a beautiful, informative menu keeps your business top of mind long after you've walked out the door.

Got Questions About Adding Catering? We've Got Answers.

Dipping your toes into the catering world is a smart move for any established pizzeria, but it’s bound to bring up some questions. It's a fantastic way to grow, but it definitely comes with its own playbook.

Let's break down some of the most common things pizzeria owners ask when they’re thinking about launching a catering service. We’ll give you the straight-up, practical answers you need to make the right calls for your business.

How Much Is This Really Going to Cost Me?

There’s no magic number, but you can realistically expect your initial investment to land somewhere between $5,000 and $15,000. This range covers the absolute essentials to get your catering arm up and running professionally.

So, where does that money go? It boils down to a few key areas:

• Permits & Licensing: You'll need specific local licenses for off-site food service.
• Marketing Gear: Think professional-looking catering menus and brochures.
• Specialized Equipment: This is almost always the biggest chunk of your budget.

Your largest single expense will likely be the equipment needed for volume production and transport. We're talking about high-quality insulated food carriers to make sure your pizzas arrive hot, and more importantly, a bigger, dedicated pizza prep table. Trying to handle a 50-pizza order on your regular line during a dinner rush is a recipe for disaster.

The good news? You can be smart about this. You’re already using your existing kitchen, and you can look into equipment financing options like lease-to-own plans to spread that big cost out over time.

Do I Need a Whole Separate Staff for Catering?

When you’re just starting out, it’s completely practical to cross-train some of your best existing employees. Your top kitchen and service staff can probably handle your first few catering gigs, which gives you a great chance to test the waters without overcommitting.

But as your catering business picks up steam, that strategy starts to fall apart. Imagine trying to manage a packed Saturday night dinner service while a massive catering order is due across town. Your team will get stretched thin, risking burnout and a drop in quality for both your regulars and your new catering clients.

Once you start booking multiple events a week, it’s time to hire dedicated catering staff. Bringing on a catering manager to handle the details and having a few on-call servers is a game-changer. It ensures every event gets the focus it deserves.

Making this move not only protects your core restaurant business but also shows your clients that you're a serious, professional catering operation.

How Can I Possibly Manage Both Dine-In and Catering?

The secret to juggling both sides of the business is simple: create separate, organized workflows. If you try to run massive catering orders through the same system you use for your nightly dinner service, you’re just asking for chaos.

The first step is to carve out a dedicated area in your kitchen just for catering prep. Ideally, this "command center" should be built around your new, high-capacity pizza prep table. This keeps the catering chaos completely separate from your line cooks who are trying to fire off tickets for the dining room.

Next, use a separate calendar or scheduling system for all your catering jobs. This is non-negotiable. It prevents double-booking and gives you a clear picture of what’s on the horizon. When you’re brand new to this, it’s also smart to cap the number of catering gigs you take on per day or weekend. This lets your team build a rhythm and nail the process before you scale up.

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At Pizza Prep Table, we know that the right equipment is the backbone of any great catering service. A top-tier refrigerated pizza prep table can completely change your kitchen’s efficiency, giving you the power to grow your new venture with total confidence.