When I started, I had no idea where to pitch. I just knew I had a van and wanted to sell food. There's no single perfect pitch waiting to be discovered — there are lots of good ones, and you find them by doing the legwork, asking questions, and being willing to move when something better comes along.
This guide shows you exactly how: where to look, what the different kinds of pitch really cost, how to approach landowners, and the checks that stop you getting caught out.
My pitch journey: from lorry parks to football clubs
My first pitch was outside a lorry park on an industrial estate — about £25 a week to the owner. I did okay for a couple of months, then the canteen opposite got tired of losing customers and I got chased off. Looking back, that security guard did me a huge favour. I moved to a retail park with Wickes, Homebase and car dealers nearby — far better, especially weekends.
Then someone saw me there and invited me to cater at a football club at weekends. That led to a building-site gig with workers eating breakfast, lunch and snacks all day. Each location was better than the last, and it all started because I was visible and professional. The lesson: you find good pitches by being out there, not by waiting for the perfect one.
Where to look: the places that actually work
Get a notepad and drive around your local area with one goal: find places where people gather, work, eat or shop. The best pitches rarely show up on Google Maps — you have to go and observe.
- Industrial estates — workers needing fast breakfast and lunch, with little time to go to the shops.
- Retail parks (Wickes, B&Q, Homebase) — broad, hungry customer base parked up for hours.
- Sports grounds — football, cricket and event venues, goldmines at weekends.
- Building sites — captive audiences eating 2–3 times a day; absolute cash cows if you can get access.
- Lay-bys, hospital and university car parks, office parks, car boots, car washes — anywhere people congregate.
Sit in a likely spot for 30 minutes during trading hours. Watch the foot traffic, count roughly how many pass, clock the age range and whether they're the bacon-roll-and-coffee type. That observation is the best market research you can do — and it's free.
Types of pitch — and what they really cost
Pitches come in several varieties, and the costs vary enormously. Here's a realistic picture of each.
| Type of pitch | Typical cost | What to know |
|---|---|---|
| Permanent | £25–£300/wk | Same spot most days; consistent income and customer base. Cheap in quiet areas, premium in city centres. |
| Casual | £40–£100/day | Day- or week-by-week. Flexible and great for testing spots, but no guaranteed income. |
| Building site | £40–£700+/day | Paid per day; site often provides the pitch free, sometimes power. Captive customers, high intensity. |
| Retail partnership | £0–£50/wk | Supermarket / retail park. Often free or low — they want the foot traffic and atmosphere you bring. |
| Private land | Free–commercial | Farms, estates, businesses. Entirely negotiable — find who owns it and ask. |
How to approach landowners and get permission
Once you've found a good location, work out who owns or manages the land. Retail parks and shopping centres — ask the centre manager. Lorry parks — the owner or yard manager. Sports facilities — the club office. Building sites — the site manager. Industrial estates — the managing agent.
Don't pitch up at 2pm on a Tuesday unannounced — call ahead and arrange a time. Bring a simple one-page leaflet with a photo of your van, your contact details and what you sell. Professional touches show you're serious. If they say no, ask if they know anyone else in the area who might say yes — site managers often know other site managers.
Due diligence: don't get caught out
Before you sign anything or hand over money, do your homework. Ask the landowner or current pitch holder the tough questions: how many customers do you get, what's the average spend, when's busiest and quietest, and can you prove it? If someone claims £500 a week, ask for evidence — till records, bank statements, something concrete. People exaggerate, sometimes wildly.
Check with the council too: does the pitch have trading consent, and are there conditions (weekends only, certain food types excluded)? Many councils publish a register of trading consents — look it up. And be wary of anything that sounds too good to be true. I once heard of a pitch being sold for £5,000–£10,000 on the back of incredible earnings claims — when I checked, the seller was actually being thrown off it. The figures were made up. Always observe a location for 2–4 weeks before committing real money.
Building a pitch progression strategy
You don't need the perfect pitch to start — you need one good enough to learn the business and build confidence. My progression (lorry park → retail park → football club → building site) was natural and organic. Each spot taught me something and led to the next.
Start somewhere accessible, even if it isn't premium. Pay attention to what works: which products sell, which times are busiest, what your real numbers are. Build a reputation for quality, cleanliness and good service. When opportunity knocks — and it will, if you're professional and visible — be ready to move up.
Score a pitch before you commit
The app’s Pitch Finder scores any pitch and works the daily numbers, revenue, costs and profit, so you know it stacks up before you hand over any rent. It sits alongside the free 12-step guide in the MobCater app.
See the Pitch FinderFree 12-step guide forever · no credit card needed
Frequently asked questions
How much does a catering pitch cost?
It ranges from free (where a landowner wants the trade-off) to £300+ a week for premium locations. Most pitches cost £25–£100 a week. Building-site catering pays by the day: £40–£700+ depending on site size. Always negotiate — the asking price isn't always the final price, especially for long-term trade.
Can I set up anywhere?
No, not without permission. You need either landowner approval (for private land) or a street trading licence from the council (for public land). Trading without permission can get you moved on or prosecuted. Always get permission first, in writing where possible.
How do I find who owns the land?
For retail parks and shopping centres, ask the centre management office. For public spaces, contact the council. For farms and private land, check the Land Registry online or ask locals. For building sites, speak to the site office. LinkedIn is useful for finding site managers and business owners.
What's the difference between a permanent and a casual pitch?
A permanent pitch means you trade the same spot regularly (most days), usually for a fixed fee — you build a customer base but carry a guaranteed cost. A casual pitch is day- or week-by-week: more flexible, less consistent. Most people start casual to test a location, then negotiate a permanent arrangement if it works.
Can I set up on my own drive or in my garden?
Technically you can trade from your own property, but if you're selling food regularly you'll still need EHO registration and possibly a home-based business licence. If your road is busy and you're trading from the frontage, the council may require a street trading licence even though it's your land. Check with your local council first.