How to write a catering proposal
that wins the booking.

A catering proposal is the document that decides whether you get the booking. It's not a price quote. It's a sales document — half pricing, half reassurance — and the venues and caterers who write good ones win the close-rate game.

This guide walks through the seven sections every catering proposal should contain, the line items most teams forget to include (and bleed margin on), a real worked example, and a handful of common mistakes that cost you bookings.

What a catering proposal actually is

A catering proposal is a non-binding document sent to a prospective client showing what an event would cost — menu, packages, headcount, rentals, taxes, and terms. It's distinct from the contract (which is signed and binding) and the invoice (which bills for the work). The proposal exists to do three jobs at once: quote a price, show the client you understood what they wanted, and reduce the perceived risk of saying yes.

The proposals that win do those three jobs well. The ones that lose are usually all price and no reassurance.

The seven sections every catering proposal needs

1. Header — who you are, who it's for, what event

Your branding (logo, name, contact info) plus the client's name and the event itself. This sounds obvious, but a surprising number of proposals come from generic templates with placeholder text still in them. The header should leave no doubt that you read the enquiry.

Include: your business name, your address, your phone and email, the date you're sending the proposal, a proposal number (for your tracking), the client's name, the event date, the event type (wedding, gala, corporate lunch), and the expected guest count.

2. The opening note — one paragraph of "we get it"

Three to four sentences that prove you read the enquiry. Reference something specific the client said — the venue they mentioned, the dietary mix, the vibe they're going for. This is the highest-value 60 seconds of writing you'll do on the whole proposal.

"Thanks for thinking of Maple & Vine for Sarah and David's June wedding. We love that you're going with a buffet to keep the evening relaxed — the terrace really comes alive that way. Below is our proposal for 90 guests with the vegetarian/halal mix you mentioned. Happy to adjust anything that doesn't fit."

That's it. One paragraph. Skip the corporate boilerplate.

3. The menu — itemised, with descriptions

For each course or station, list the dishes with a short, evocative description. Don't just write "Buffet B" — describe what's in Buffet B. The client is going to share this proposal with people who weren't on your enquiry call.

If the client asked for options ("could we see the price for plated vs buffet?"), give both — clearly labelled. Don't make them email you back to ask which is which.

4. The line-item pricing — totals at the bottom

One table. Every item has a quantity, a unit price, and a line total. Then a subtotal. Then any service charge, gratuity, and tax — clearly labelled. Then the grand total.

If you want them to remember a price, make sure they can find it in three seconds. The grand total should be bolded, larger, and at the natural end-of-table position.

5. What's included (and what isn't)

A short bullet list of everything the price covers — service staff, setup, breakdown, linens, glassware, tasting, that sort of thing. And, just as importantly, what's NOT included. Corkage fees if they bring their own wine. Cake-cutting if they're getting cake elsewhere. AV. Outside vendors.

Most caterers skip this section. It's the section that prevents the awkward "but I thought that was included" conversation at the event.

6. Terms — deposit, guarantee deadline, cancellation

The three things every catering contract needs:

• Deposit: typically 25–30% non-refundable to confirm the booking. State the amount and that it's due within X days to hold the date.
• Final guarantee: when the client must confirm their headcount. Industry standard is 72 hours before the event. State it clearly — your kitchen will thank you.
• Cancellation policy: what happens if they cancel at different points before the event. Most use a tiered structure (e.g. 25% kept beyond 90 days, 50% inside 90 days, 100% inside 30 days).

7. The next step — how to say yes

Don't end with "Let me know if you have questions." That's a passive ask. End with a clear action: "To confirm the date, please sign below and return with a 25% deposit. We'll send the contract within one business day."

If you use a system with built-in e-signature, even better — one click to accept, no back-and-forth.

Line items most caterers forget

These are the items that get omitted from quote templates, then re-added during the event when the client is grumpy about a "surprise" cost. Build them into the proposal from day one and your margins (and relationships) will both improve:

• Delivery / drive time for off-premise events more than 30 minutes away
• Setup labour beyond a baseline (e.g. complex floor plans, multi-station layouts)
• Strike / breakdown after 11 PM or for events with rented equipment
• Bartender and server overtime if the event runs past contracted end time
• Tasting fee if the booking is below your "free tasting" threshold
• Specialty linens (premium colours, runners, chair covers — base linens are usually included; upgrades are not)
• Dietary surcharges for last-minute kosher, halal, or specialty allergen-free protein additions
• Outside-vendor coordination if your team is managing the timing of florist, DJ, photographer arrivals

None of these are dishonest line items. They're real labour and material costs. The mistake is leaving them off the proposal — which forces you to either eat the cost or have a hard conversation later.

A real example: 90-guest wedding proposal

What the example does right: every line is itemised, the service charge and tax are visible, and the total is at the bottom in bold. What it deliberately doesn't include: gratuity (left to the client) and any vendor coordination fee (separate quote if needed).

How to handle "just send a price"

Some clients want a number before they'll engage. Resist the urge to send a per-person price with no context — it almost always undersells what you actually offer.

A reply that works:

"Happy to put together a proposal. Our buffet packages for events your size typically run $90–130 per guest, depending on menu and bar. To give you an accurate number for June 7, can you confirm your guest count, whether you'd like passed canapés before dinner, and any dietary requirements? Quick 10-minute call also works if easier."

That answers the question (a range), shows price honesty, and invites the conversation. It also doesn't lock you into a number before you've understood the event.

Common mistakes that cost you the booking

• Sending a PDF named "proposal-template-v3-FINAL.pdf". Name files by client and date. Looks careless otherwise.
• No expiry date. "This quote is valid for 30 days" protects you from honouring a 6-month-old price when costs have moved.
• One unit price for everything. "$95 per guest" hides the work and makes you look interchangeable. Line items show the craft.
• Forgetting tax. Sounds basic, happens constantly. Either include it or state clearly that prices are pre-tax.
• No clear "say yes" step at the end. Passive endings get passive responses.
• Following up two weeks later. Follow up in 2–3 days. The client is making decisions; momentum matters.

The five-minute version

If you remember nothing else: write a proposal that has a one-paragraph opening note proving you read the enquiry, line-itemised pricing with a bolded total, a clear "what's included / not included" list, three clear terms (deposit, guarantee, cancellation), and one sentence at the end telling them exactly how to say yes. Send it within 24 hours of the enquiry, and follow up within 3 days.

That's it. The rest is craft — and you'll develop it event by event.