Hi CafeCulture,
There are a number of ways you can generate this type of business. Probably the best place to start is by compiling a list of all the neighbouring businesses that fall into your target market, i.e are likely to be having meetings.
Once you have compiled the list then the next step is to target them the most effective and low cost way will be by calling in and leaving a brochure/menu with the owner/main admin person most likely to be responsible for booking catering for meetings.
You should make some kind of good offer to try and get their business, such as a free sandwich platter so they can try you out. This might sound expensive but you need to consider that giving away a little bit of free food in this manner is likely to be much more cost effective than spending a fortune on advertising.
Be sure to build up a database of prospects and customers and just keep following up with them to remind them you are there. Then over time when they need a outside caterer you will be top of their mind.
Good luck,
Matt
www.betterbusinessresults.com