How can you negotiate better catering and event contracts?

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Catering and event contracts are crucial for F&B operations, as they can affect your profitability, reputation, and customer satisfaction. However, negotiating them can be challenging, especially if you are dealing with multiple parties, complex terms, and tight deadlines. In this article, you will learn some tips and strategies to help you negotiate better catering and event contracts, whether you are a vendor or a client.

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Scott Russell

Founder. Entrepreneur, Business Coach, Mentor, Public Speaker, Angel Investor in socially responsible businesses -…
Luc Gesvret

Chief Commercial Officer / Hospitality / International
V Pradeep Nair

Team player, part of Organization growth strategy. Took Challenge of change in Industry, successfully -from Hospitality…

1 Know your value proposition

Before you enter any negotiation, you need to know what value you can offer and what value you expect in return. Your value proposition is the unique combination of benefits, features, and solutions that you provide to your potential customers or partners. It should be clear, concise, and compelling, and it should address their needs, goals, and pain points. To craft your value proposition, you need to research your market, competitors, and target audience, and identify your strengths, weaknesses, opportunities, and threats. You also need to quantify your value in terms of quality, efficiency, reliability, and innovation.

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V Pradeep Nair

Team player, part of Organization growth strategy. Took Challenge of change in Industry, successfully -from Hospitality Marketing to Oil and Gas procurement
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Catering contracts are not easy. It is difficult to satisfy all. So we should understand what we are getting into. Who will be the end users. What all hindrance can affect the operation and hence the contract. Last one should always see the entry and exist clause of the contract for any eventuality.

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L.Pasquale - 理偌 M.

Holistic F&B Support and Management l Brand Awareness I Culinary
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-Do your research. Understand the market and what other caterers are charging for similar services. -Be clear about your needs and expectations. This includes the number of guests, the type of food and beverage service you want, and your budget. -Get multiple quotes. This will give you a better idea of what's available and what's fair market value. -Be prepared to walk away. If you're not happy with the terms of the contract, be prepared to walk away.

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2 Set your goals and priorities

Another important step before negotiating is to set your goals and priorities. You need to have a clear idea of what you want to achieve from the contract, and what you are willing to compromise on. You also need to consider the goals and priorities of the other party, and how they align or conflict with yours. To set your goals and priorities, you need to define your minimum acceptable terms, your ideal terms, and your walk-away terms. You also need to rank your terms by importance, and decide which ones are negotiable and which ones are non-negotiable.

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John Dabbs

Consultant | Writer | Public Speaker
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We’ve found that catering contracts often come down to seeing what’s available at the venue to work with and what we need to provide. Have a meeting to determine the number of guests and get an idea of what the client would like for food and beverage options. Here you’ll need to research to determine current food and accessories costs so you can give your client an idea of the food cost per person (based on 300% to cover your overhead). Be engaged and provide suggestions that would compliment their ideas and themes both to make the event nicer or less expensive if that is a concern. Leave yourself about 10% wiggle room for negotiations when possible.

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3 Prepare your proposal and counter-proposal

Once you have your value proposition, goals, and priorities, you need to prepare your proposal and counter-proposal. Your proposal is the initial offer that you present to the other party, and it should reflect your value proposition and your ideal terms. Your counter-proposal is the revised offer that you make after receiving feedback or objections from the other party, and it should reflect your minimum acceptable terms and your willingness to compromise. To prepare your proposal and counter-proposal, you need to use clear and precise language, include relevant details and evidence, and anticipate possible questions and objections.

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Scott Russell

Founder. Entrepreneur, Business Coach, Mentor, Public Speaker, Angel Investor in socially responsible businesses - Honorary Fellow University of Suffolk.
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It’s all very well setting value proposition, goals, and priorities but at the end of the day, you need to define what drives the client’s decision. Every client will quote quality, ESG credentials and service but what they are really saying is “how much is this costing me” if your brand (and values) are strong you’ve got a better chance of securing a profitable contract that works for both parties. If your USP is cost reduction then it’s a slippery, loss making slope to the next tender battle.

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4 Communicate effectively and respectfully

Negotiating is not only about exchanging offers and demands, but also about communicating effectively and respectfully. You need to establish rapport and trust with the other party, listen actively and empathetically to their concerns and perspectives, and express your own interests and expectations clearly and confidently. You also need to avoid common communication pitfalls, such as being aggressive or defensive, making assumptions or accusations, or using emotional or manipulative language. To communicate effectively and respectfully, you need to use open-ended questions, positive feedback, and assertive statements, and avoid interruptions, distractions, and sarcasm.

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V Pradeep Nair

Team player, part of Organization growth strategy. Took Challenge of change in Industry, successfully -from Hospitality Marketing to Oil and Gas procurement
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This is very important as this will be major factor in successful execution. Any information directly or indirectly affecting the contract execution should be effectively made available to all parties. Positive feedback with ability to listen to negative and convert to positive will be added advantage.

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5 Be flexible and creative

Negotiating is also about being flexible and creative. You need to be open to different options and solutions, and willing to adapt and adjust your terms according to the changing circumstances and needs of the other party. You also need to be creative and innovative, and look for ways to create value and mutual benefit, rather than focusing on dividing a fixed pie. To be flexible and creative, you need to use brainstorming, problem-solving, and win-win techniques, and avoid rigid, unrealistic, or ultimatum-like demands.

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6 Review and finalize the contract

The final step of negotiating is to review and finalize the contract. You need to make sure that the contract reflects the agreed terms and conditions, and that it is clear, accurate, and comprehensive. You also need to check for any errors, inconsistencies, or ambiguities, and resolve them before signing. You also need to ensure that the contract complies with the relevant laws, regulations, and standards, and that it protects your rights and interests. To review and finalize the contract, you need to use legal advice, proofreading, and verification tools, and avoid signing under pressure or without understanding.

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V Pradeep Nair

Team player, part of Organization growth strategy. Took Challenge of change in Industry, successfully -from Hospitality Marketing to Oil and Gas procurement
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Understand the force majeure clause of the contract and both parties should understand and sign the same. Clearly defined contract term will help both parties.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Luc Gesvret

Chief Commercial Officer / Hospitality / International
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In my view, what is essential as well, is to set your négociation in a sustainable perspective, a successful contract is when ever both client/partner and provider see the réalisation of their needs and goals. Looking at short term gains may be satisfying at first glance, however, long term mutual satisfaction is the only way to a fruitful relationship with your partner. This comes from at first making sure, needs, expectations and success criteria’s are identified and shared from both sides.

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How can you negotiate better catering and event contracts?

1

2

3

4

5

6

7

1 Know your value proposition

2 Set your goals and priorities

3 Prepare your proposal and counter-proposal

4 Communicate effectively and respectfully

5 Be flexible and creative

6 Review and finalize the contract

7 Here’s what else to consider

Food & Beverage Operations

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How can you negotiate better catering and event contracts?

1

2

3

4

5

6

7

1 Know your value proposition

2 Set your goals and priorities

3 Prepare your proposal and counter-proposal

4 Communicate effectively and respectfully

5 Be flexible and creative

6 Review and finalize the contract

7 Here’s what else to consider

Food & Beverage Operations

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