While December is bustling with holiday catering orders, January often feels (& can be!) quieter—but that doesn’t mean the opportunities aren’t there. January is the perfect time to build new relationships, leverage existing connections and capitalize on unique events that can keep your catering business thriving. From leveraging creative tactics like fun national days to targeting industries like schools, medical offices, and tax professionals, here’s how you can maximize catering sales in the new year.
1. Build Relationships with Key Industries – January is THE time to nurture relationships with industries that have upcoming busy seasons. These relationships start now, so when they do have a need during their busy season, you are already top of mind from the hospitality you shared early on.
- Schools – Schools are more than just donation requests – you need to ask for the business & be a true partner. Ask to attend upcoming PTA meetings, present to teacher in-service days, and connect directly with the athletics department for upcoming winter banquets & spring sports schedules. The contacts you gain now will be critical for Teacher Appreciation & Graduation Season.
- Medical Offices – Use January to connect with hospitals, clinics, and medical offices to offer catering for lunch meetings or employee appreciation days. The New Year is the time when Pharmaceutical Reps are starting fresh with introductions – make sure the admin staff have your information to provide when they ask what they’d like for lunch. If you want to be top of mind for Nurse Appreciation, you’ll want to connect with them now.
- Tax Professionals – As tax season ramps up, CPAs and tax professionals will be burning the midnight oil. Reach out to firms to offer energizing meals or snacks for their team as they prepare for the crunch. Ask if they have a schedule for when they will be catering & emphasize last minute order availability. Tax firms also have lobbies that are great to leave our menus in – and, some tax firms may even partner more closely to provide food for their VIP or returning clients.
- Apartment Complexes – The most popular time for move outs & move ins happens in just a few months. Help them keep existing tenants with tenant appreciation events & secure new tenants with great resident incentives for move-ins.
2. Target Sports Fans and College Bowl Games – January is a big month for sports enthusiasts! Whether it’s the NFL playoffs, college basketball, or bowl games, there’s no shortage of opportunities to cater to sports fans and teams.
- Offer catering packages for local college teams traveling for winter games or tournaments. Partner with the home team to share your information with visiting teams. Focus on easy delivery to them.
- Promote packages for office or at-home watch parties. Tailgate-style bundles are always a hit! Use social media to advertise your catering deals with phrases like “Game Day Catering Made Easy!” or “Your Playoff Party Starts with Us.”
3. Get Creative with National Days – January is packed with quirky national days that can spark fun and engaging campaigns. Use these as conversation starters or drop-in opportunities to build relationships with potential catering clients. It is these types of activities that make you stand out in the local community
- National Sticker Day (January 13th) – Send branded stickers with a note like, “Stick with us for all your catering needs this year!” to small businesses & offices in the area.
- National Rubber Ducky Day (January 13th) – Deliver a cute rubber ducky with a small snack pack and a message like, “Don’t duck out on great catering—give us a try!”
- National Popcorn Day (January 19th) – Drop off bags of popcorn to local businesses with a card that says, “We’d love to pop in and cater your next event!”
These are such an affordable & memorable way to connect with a client – include a special offer or catering discount for the month to ensure they are actionable.
4. Use January to Build Long-Term Partnerships – The quieter pace of January is ideal for reaching out to potential clients to build relationships that will pay off later.
- Offer free tastings to new clients – show them the hospitality & give them the opportunity to experience your catering before they place their order. Invite them to the restaurant or offer to drop if off to them – there is no better advertising than the taste of your food.
- It’s not about the order – It’s about the partnership. Leading with a want to help them grow their business, make their employees happy & ensure you can help them cross one thing off their list is key.
5. Make It Easy for Clients to Say Yes – January is all about simplifying the process for your clients & educating about how you can help them. Focus on convenience, creativity, and consistency to stand out.
- Highlight how simple it is to work with your team—easy ordering, quick delivery, and customizable options. Make sure your website gives them all the information they need to place an order & a way to speak with someone if they have questions.
- Have a printer-friendly menu PDF ready to share keeping in mind they may print it off to share with others. We get this request ALL THE TIME from admins!
- Showcase menu flexibility to cater to any type of event, from small office lunches to large-scale celebrations. Make sure your menu is set up for success with boxed lunches & allergy friendly options.
Turn January Into a Month of Opportunity
While December gets all the attention, January is a hidden gem for catering opportunities – and it all starts with relationships. By focusing on relationship-building, leveraging creative national days, and targeting industries with unique needs, you can keep the momentum going and set yourself up for a stellar year. Commit to the efforts in January & they will provide a long return of orders in the future.
Get creative and make January your secret weapon for catering success!
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