How to Price Luxury Catering Without Apologising or Discounting

Pricing is where most caterers lose confidence and profit.
Busy doesn’t equal profitable, and undercharging teaches clients that your services are “negotiable.”

Here’s how to fix it.

1. Know your true costs

Include:

• Ingredients

• Staff wages

• Overheads (rent, utilities, tools)

• Your own pay

Action:
Calculate your cost per event, including yourself. Add a minimum 30–40% margin for profit.

2. Package, don’t itemise

Clients respond better to clear packages than line-by-line pricing.
It simplifies decisions and makes your offer feel premium.

Action:
Create 3 packages: Standard, Premium, Luxe. Clearly show value in each.

3. Stop apologising

When you explain your value instead of apologizing for the price, clients respect it.
Premium clients expect clarity and confidence.

Action:
Write a 1–2 sentence statement for each package explaining why it costs what it does, keep it confident, not defensive.

4. Review regularly

Costs and market positioning change. Don’t leave your pricing stagnant.

Action:
Set a quarterly check-in to review costs, packages, and pricing strategy.

Key takeaway

Pricing isn’t about guessing or competing on cheap.
It’s about covering costs, valuing your time, and attracting the right clients.
If you’re ready to set prices that reflect your skill and attract premium clients, explore working with Luxe Catering Coach.