The Secret to Catering Growth No One Talks About: Net New Revenue
Net new revenue is the income your business generates from brand new customers, untapped markets, or fresh product lines. In simpler terms, it’s the true measure of growth—not just maintaining your current revenue, but scaling beyond it.
It’s not about activity. It’s about impact.
It’s not replacing what was lost. It’s building something bigger.
The Plateau Problem: Why Nurturing Alone Isn't Enough
Most caterers and restaurant owners I’ve worked with are fantastic at taking care of their current clients. They double down on repeat business, focus on client relationships, and do an exceptional job hoping word of mouth will do the rest.
But here's the challenge: at some point, sales plateau.
Why? Because when your entire growth strategy revolves around maintaining or slightly improving existing business, your previous year becomes the baseline. Even if those same clients reorder, your overall revenue won’t increase meaningfully unless you add new accounts.
Worse yet, relying on a few big spenders can leave you vulnerable. Diversifying your client base spreads risk and creates a more sustainable foundation for scaling.
Real Growth Comes From New Business
Scaling your catering business requires net new customer acquisition. It’s the difference between a business that survives and one that thrives, especially in today’s competitive event-driven environment.
Take a quick look at your five mile radius. How many restaurants and caterers are offering similar services? You’re not just competing on quality—you’re competing for attention.
So how do you stand out?
The Cold Calling Comeback (Yes, Really)
I’m a big believer in cold calling done right.
Every call I make is:
No pressure
Value driven
Focused on insight and service, not selling for the sake of it
A lot of people say cold calling is dead. But that’s only because so few are doing it well or doing it at all. I’ve helped scale businesses by 71 percent year over year through consistent outreach and a mindset rooted in service, not scripts.
Here’s what I remind myself on every call:
“I’m not pushing products—I’m offering meals that bring people together and giving them a reliable, fresh solution for the next time they’re scrambling to find a caterer and default to the same old thing.”
Decision-makers who regularly order catering are open to hearing from you—especially when they’ve been using the same handful of vendors for years. The reality is this: even their go-to spots start to feel stale. People crave variety, and you can be that exciting high-quality alternative.
You’re here because you believe in your food and your ability to deliver excellence. Don’t be afraid to raise your hand and say, “Hey, we’d love to serve you.”
You’re Not Just Competing on Food You’re Competing on Visibility
The chains you're up against are pouring millions into SEO, digital ads, and loyalty campaigns. That doesn’t mean they’re better—it just means they’re louder.
Your taco shop is better than the build your own burrito bowl spot.
Your locally sourced café crushes the assembly-line sandwich chains.
But if no one knows you offer catering—or if you never ask for the business—you’re leaving opportunity on the table.
Most corporate catering orders aren’t made because someone loves the food. They’re made because:
It’s who they’ve used before
It’s who shows up in search
It’s the easiest, most familiar option
You have to become part of that rotation, and that starts with getting in front of new customers.
Final Thought Net New Revenue Equals Next Level Growth
Customer retention will always be important. But to scale, you must prioritize new business. That’s where the biggest, most consistent growth comes from.
So whether you’re dialing the phones, dropping off sample boxes, or networking with local office managers, just remember:
You’re not interrupting their day—you’re offering them something better.
Go get that net new revenue. It’s waiting for you.