The Luxe Catering Coach

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

17/06/2026

A potential client asked Ann if they could buy the ingredients and only pay her to cook.

And honestly… I told her no.

Not because she’s too good to cook for people.

But because that is not how a proper catering business protects itself.

Imagine walking into a restaurant with your own raw chicken and saying:

“Can the chef just cook this for me?”

Most places would say no.

Because the moment that food leaves their kitchen, their name is attached to it.

Same with catering.

If Ann cooks food using ingredients she didn’t source, didn’t store, didn’t transport, and didn’t control…

who carries the risk if something goes wrong?

Who knows if the meat stayed cold?

Who knows where it was bought from?

Who knows how long it sat in the car?

And after all that, if someone complains, they won’t say:

“The client bought the ingredients.”

They’ll say:

“Ann cooked the food.”

This is why caterers need boundaries early.

You are not just being paid for your hands.

You are being paid for your sourcing, food safety, planning, experience, skill, time and responsibility.

And sometimes saying no is the most professional thing you can do.

Chefs and caterers, what would you have told her? 👀

16/06/2026

If I wanted 3 premium catering bookings before September, this is what I’d do now 👇

1. Pick ONE premium offer
I’d start by getting crystal clear on what I want to be known for.
Not “we cater all events.”
One clear offer: weddings, corporate lunches, private dinners, luxury buffets, grazing tables, etc.
Premium clients pay more when they know exactly what you specialise in.
2. Fix my enquiry process
The next thing I’d look at is how enquiries are handled.
No more random “how much?” replies.
Instead, I’d use an intake form before sending prices.
The best clients want a professional experience from the very first interaction.
3. Post proof 3x a week
Then I’d focus on building trust publicly.
Not just food.
I’d show the setup process, client experience, behind-the-scenes moments, reviews, pricing lessons and event results.
People don’t book premium catering because of a single photo—they book because they can picture the experience.
4. Message 10 warm contacts a week
While posting consistently, I’d also reconnect with people already in my network.
Past clients, venues, planners, photographers, decorators and corporate contacts.
Some of the easiest premium bookings come from relationships that already exist.
5. Follow up every enquiry within 48 hours
This is where many bookings are won or lost.
Most caterers reply once and then disappear.
I’d make sure every enquiry receives a timely follow-up because interest fades quickly when communication stops.
6. Stop chasing low-budget leads
One lesson I’d remind myself of constantly:
not every enquiry is the right enquiry.
If someone wants a luxury experience on a tiny budget, I’d either adjust the scope or politely let it go.
Protecting your time creates space for better opportunities.
7. Make your page look like the client you want
Finally, I’d audit every part of my online presence.
My bio, highlights, photos and captions should all communicate one thing:
“I can be trusted with a premium event.”
Because before clients enquire, they decide whether you look like the right fit.

16/06/2026

My year 1 catering income while I was still working full-time as a soldier.

And honestly?

This is why I always tell new caterers not to panic when things feel up and down.

Because year 1 was not smooth.

Some months I had bookings.

Some months I had nothing.

April was £0.

October was £0.

And in between that, I was still working full-time, trying to cook, prep, reply to enquiries, buy stock, serve clients, make mistakes, and figure out how this business actually worked.

That year was not glamorous.

It was not “fully booked every weekend.”

It was not big luxury events back to back.

It was small bookings.

Quiet months.

Long days.

Late nights.

Learning what people wanted.

Learning how to price.

Learning how much food actually costs.

Learning how to show up even when the calendar looked dry.

And before anyone looks at the numbers and thinks, “that’s good money”…

Remember, this was revenue.

Not profit.

Food, packaging, fuel, staff, equipment, mistakes and all the little extras still had to come out of it.

So if you’re in year 1, please don’t compare your beginning to someone else’s polished business.

The beginning is where you learn.

The goal is not to grow overnight.

The goal is to get experience, build proof, understand your numbers, and keep going long enough to get better.

Follow for the real lessons nobody tells you when starting a catering business.

16/06/2026

My year 1 catering income while working full-time as a soldier.

And before anyone thinks this was smooth…

It wasn’t.

Some months I had bookings.

Some months I had nothing.

April? £0.

October? £0.

And this was revenue, not profit.

Food, fuel, packaging, ingredients, staff, mistakes, travel and all the little “oh no, I forgot that” costs still had to come out of it.

But year 1 was never about being perfect.

It was about learning.

Learning how to quote.
Learning how to prep.
Learning what clients wanted.
Learning how long things actually took.
Learning that quiet

Follow for real lessons on building a luxe catering business.

15/06/2026

I once lost a £2,000 deposit and a massive festival weekend over something so small, I was actually physically sick 🤢

We were trading at Leeds Festival.

If you’ve ever done a festival, you already know the pressure is different.

The total cost to trade was around £6,500.

We paid a £2,000 deposit upfront, and the rest was due after trading.

The year before had been amazing.

We sold out every single day.

So this time, we thought:

“Right, we are not missing a penny.”

We bought extra stock.

Booked extra staff.

Prepped like mad.

Planned everything properly.

We hired a fridge van to hold all our stock.

Got to site.

Set up the gazebo.

Started cooking.

And honestly, the vibes were high.

Food smelling good.

Team ready.

Everyone excited.

Then the food hygiene team came for their routine check.

I wasn’t worried.

My business had a 5-star hygiene rating, so in my head I was thinking, “We’re fine.”

Then they checked the fridge van.

The temperature was dropping.

Fast.

I called the rental company straight away and they basically said they couldn’t get an engineer out that day.

And because that van was holding our stock… in case food go off in high temperatures.

we were told we could not legally trade.

Just like that.

Weekend gone.

Stock wasted.

Staff sent home.

Deposit gone.

And I had to leave the festival site knowing we’d done all that prep for nothing.

Honestly, that one hurt.

But it taught me something I’ll never forget:

Your catering business is only as reliable as the equipment and suppliers you depend on.

When you start doing bigger events, you cannot just rely on “it should be fine.”

You need to check the things that could stop you from trading before the event day.

Especially refrigeration, power, transport, staffing and anything linked to food safety.

Comment SAFETY if you want the free checklist I now use to vet suppliers and protect bookings before event day.

13/06/2026

After 10 years in catering, you stop chasing every enquiry and start paying attention to the ones that actually respect your business.

Because not every lead is a good lead.

Some bring profit, ease and trust.

Others bring discounts, scope creep, overexplaining and stress before the booking is even confirmed.

Which number felt the most real to you? 👀

13/06/2026

After 10 years in catering, I can tell from the first message whether a client will respect the price.

It’s not always about what they say.

It’s how they ask.

Some messages feel clear, serious and respectful.

They ask about availability.
They give the date.
They explain the event.
They want to know the next steps.

Other messages start with:

“Price?”

“How much?”

“What’s your cheapest option?”

“Can you work with my budget?”

And listen…

Not every budget-conscious client is a bad client.

But the first message usually tells you whether they’re looking for value…

or just the lowest possible price.

That’s why I stopped treating every enquiry like a blessing.

Some leads are not leads.

They’re early warning signs.

If you want to attract premium clients who respect your price, your process needs to filter properly from the first message.

Comment “PLAYBOOK” if you want my step-by-step system for attracting premium catering clients.

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12/06/2026

The biggest trap chefs fall into is thinking “luxe” means spending a fortune before you ever book a client.

Luxury isn’t about how much equipment you own, it’s about the standards you set, the positioning of your brand, and the experience you create.

If you have less than £500 in your bank account, here is exactly where that money needs to go to land your first high-paying client:
1 Legal & Digital Foundations (£100 - £150): Secure your domain name, set up a professional business email (no addresses if you want to charge premium rates!), and cover your initial food hygiene registrations/insurance.

2 The Visual Proof (£150 - £200): You don’t need to feed 100 people to show you can cook. Spend this on high-quality ingredients, premium styling elements (like a few gorgeous linens or modern plates), and shoot a mock “luxury micro-event” or high-end plating session right from your kitchen. Your phone camera is plenty.

3 Hyper-Targeted B2B Networking (£50 - £100): Take that visual proof, put it into a sleek digital portfolio, and use a tiny budget to buy coffees or send small tasting boxes to local luxury wedding planners, high-end venues, and corporate coordinators. They are the ones who hold the keys to your first five-figure booking.

Stop waiting for the “perfect” setup to start charging what you’re worth. Start lean, price for profit from day one, and scale as the big bookings roll in. 🥂

Follow for more luxe tips

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