How to Actually Make Money at Events

Festival and event catering can be a great earner if you pick the right events. It’s easy to get caught up in the buzz; big crowds, big names, loads of traders… it all seems like a no-brainer. Unfortunately though, many caterers have learned the hard way that a busy event doesn’t always mean a profitable one.

Before you say yes to your next pitch, have a read through the following to help you decide whether that big event you’ve been dreaming of trading at will leave you with big profits or big regrets.

Does This Event Stack Up?

A lot of experienced traders use something called the “times four” rule as a quick sense check. It’s simple:

If the pitch fee is £1,000, you want to be taking at least £4,000.

It’s not perfect, but it’s a solid gut check. If you can’t see yourself hitting that kind of revenue, it’s probably not worth digging much deeper.

What It Actually Costs You

The pitch fee is just the obvious cost. The real spend creeps in elsewhere.

Think about:

• Staff wages
• Stock and ingredients
• Fuel and travel
• Accommodation
• Insurance
• Packaging and disposables
• Gas, electric, equipment

It all adds up quickly. If you’re only thinking about the pitch fee, you’re not seeing the full picture and that’s where people come unstuck.

How Much Can You Actually Serve?

It doesn’t matter if there are 20,000 people at the event if you can only realistically serve 400–500 covers in a day.

Ask yourself:

• How fast can we serve?
• How many staff do we have?
• Is the menu slowing us down?

Your setup always puts a cap on your earnings.

Big Crowd & Big Sales

Event organisers love to talk about attendance numbers but that’s not the number that matters. A music festival crowd behaves very differently to a local daytime event because not everyone eats.

You need to think about:

• Who’s actually going to buy food?
• How often?
• What kind of event is it?

How Many Other Traders Are You Up Against?

This one’s huge. You could be at a packed event but if there are loads of food traders, your share shrinks fast.

Find out:

• How many other caterers are there?
• What are they selling?
• Are you one of many doing the same thing?

Less competition usually means better takings. Simple as that.

Where You’re Pitched Really Matters

You can have the best food on site, but if you’re tucked away in a dead corner, it won’t matter.

Always ask:

• Where exactly is the pitch?
• Is it near footfall?
• Are people naturally passing you?

Being near a stage, bar, or main walkway can make a massive difference.

Keep an Eye on Your Margins (Not Just Sales)

It’s easy to focus on how much you’re taking, but what you keep is what matters.

A few small things can make a big difference:

• Tightening portion sizes
• Reducing waste
• Tweaking prices slightly

It doesn’t take much to improve your margins, but you do need to stay on top of it.

Don’t Overcomplicate Your Menu

More dishes don’t always mean more money. In fact, a big menu can slow you down, increase waste, and make life harder for your team. Simple usually wins at events.

Keep it tight:

• Dishes you can serve quickly
• Ingredients you can rely on
• Portions you can control

You Can Push Back on Pitch Fees

A lot of people just accept the price they’re given but you don’t have to. If the numbers don’t work:

• Ask for a lower fee
• Suggest a percentage deal instead
• Explain your reasoning

If you’ve done your homework, you’ve got something to back it up.

Sometimes, Just Walk Away

You’ll come across events that sound great, but the numbers don’t quite work; too expensive, too risky, just too many unknowns in general that get alarm bells ringing.

That’s when you’ve got to be honest with yourself and say: “Not this one.”

Where a Margin Calculator Comes In

Once you’ve thought through all of this, a margin calculator helps you pull it together.

It’s there to:

• Add up your costs properly
• Sense-check your revenue
• Show you what’s left at the end

But it’s only useful if you’re feeding it the right information, which is everything we’ve just covered.

Final Thought

Doing well in event catering isn’t about chasing every opportunity, it’s about picking the ones that actually work for you.

A quick rule of thumb like “times four” helps you filter, a bit of honest thinking helps you avoid mistakes, and a solid handle on your numbers keeps you profitable.