SCHOOL OF HOSPITALITY & CREATIVE ARTS (SCHA)

ASSIGNMENT 2

CATERING SYSTEM MANAGEMENT

HCU10703

TWENTY9 CATERING

NAME ID NUMBER PROGRAMME

AISYAH NAJIAH BINTI AZIRAN 012020072790 DPTS

DARLIENA SYAZLIN BINTI

012020072266 DPTS
MOHD SHAIPUL BAKHRI

DARLIENA SYAZREEN BINTI

012020072265 DPTS
MOHD SHAIPUL BAKHRI

DAYANGKU NURUL HANIZA

012020071473 DPTS
BINTI AWANGKU ABDUL RAZAK

SHAFIAH SHAZAN 012020072267 DPTS

SITI NURFATIHAH AZHARI

012020072636 DPTS
BINTI ABDULLAH

SUBMISSION DATE:
28 SEPTEMBER 2022

LECTURER:
NOORASYIKIN BINTI BAHARUD
GROUP MEMBERS

NAME ID NUMBER PROGRAM PICTURE

DPTS
AISYAH NAJIAH BINTI AZIRAN 012020072790

DARLIENA SYAZLIN BINTI

012020072266 DPTS
MOHD SHAIPUL BAKHRI

DARLIENA SYAZREEN BINTI DPTS

012020072265
MOHD SHAIPUL BAKHRI

DAYANGKU NURULHANIZA
012020071473 DPTS
BINTI AWANGKU ABDUL RAZAK

SHAFIAH SHAZAN BINTI

012020072267 DPTS
ZAKARIA
SITI NURFATIHAH AZHARI
012020072636 DPTS
BINTI ABDULLAH

3
TABLE OF CONTENT

Content Pages

Introduction 1–2

Content

3 – 21
 Planning Catering Marketing

 Develop A Catering Brand 22 – 24

 Catering Marketing Strategy 25 – 27

Conclusion 28

Appendixes 29 – 30
INTRODUCTION

Being in the hospitality business for a long time, has given us an unparalleled knowledge of
market, culture, and conditions. We have a proud history of delivering truly exquisite cuisine
accompanied by innovative and dedicated service at every event, every time. We make sure
that our food has the right appeal to enhance every event experience. During various events
throughout the year, we ensure our style, food and delivery is benchmarked against the best,
so the company representatives regularly attend industry events, and are members of many
associations related to the culinary business.

At Twenty9 Catering Company, we deliver a world class dining experience where impeccable
cuisine and faultless service are matched to perfection. With an initial focus on small scale
events, in and around Klang Valley, we quickly established a reputation of high-quality dining
and powered by a growing demand from an appreciative audience, it grew to become one of
the country’s premier hospitality brands. We are privileged to work with prime suppliers and
only offer the freshest produce and whether to choose our private dinners, caterings or ready
to eat options, the same attention to details will be given.

Klang Valley based and operated, we have acquired an unparalleled knowledge of the
hospitality business managing major events, weddings, special events, retail and commercial
outlets. It has been an exciting journey serving exclusive cuisine from around the globe of
celebrities, senior executive of renowned organizations and global corporate giants.

1
BACKGROUND OF COMPANY

Chef Antoine earliest memories are being in the kitchen with his mother when he was 5 or 6
years old and licking a spoon covered in all the goodness his mother was putting together.
Many years later, Chef Antoine still very much into cooking and the culinary arts and now a
home chef running a thriving business.

Chef Antoine was married to a Malaysian, he has lived in Malaysia for 18 years and he used
to run a restaurant in Sri Hartamas before starting his own kitchen which offers home delivery,
catering for private and corporate events, and private dinning sessions.

Chef Antoine’s cooking style can range from hearty meals, like Cassoulet Pot Au Feu, to more
refined dishes like Braised Tenderloin with Foie Gras and Dark Cherry Reduction or Flambeed
Crayfish with a citrus broth.

Combining new techniques, freshest ingredients and French produce, Chef Antoine now
taking his cooking skills to new levels after receiving his training Certifications at prestigious
French Cooking School (Ritz-Escoffier Cooking School and Alain Ducasse Culinary School).

Chef Antoine enjoy using his creative culinary talents to create new and innovative recipes
while utilizing Malaysia’s unique fruits and vegetables and incorporating them in Classic
French Recipes.

2
PLANNING CATERING MARKETING

 Market Research
We need to do market research for the catering we choose and other caterers. We decided
on 29 Catering or better known as Twenty9 Catering. When we did market research, we found
that Twenty9 Catering is a better catering than others in terms of how they promote their
catering, and how they show the menu they offer so that customers can easily see it. Twenty9
Catering has a variety of packages that you can choose from and are also suitable for other
events. For example, Twenty9 Catering offers packages like lunch or dinner buffet packages,
breakfast or break buffet packages, lunch or dinner packed meals, and breakfast or break
packed meals. Finger food and they also provide or offer Christmas packages in 2022. So, we
need to know our competitors so that Twenty9 Catering can be a better caterer and improve
the weaknesses of Twenty9 Catering. The competitors we chose were Rasa Catering
Putrajaya and Canape Catering. Why did we choose Rasa Catering Putrajaya and Canape
Catering as competitors of Twenty9 Catering because the competitors we chose have
shortcomings and advantages in the catering industry.

On the Rasa Catering Putrajaya website, we can identify that Rasa Catering Putrajaya has
less information in terms of the menu offered, according to the website, we must contact via
WhatsApp app to find out more about the menu offered. So, we as customers or people who
want to make Rasa Catering Putrajaya feel that their catering is not attractive. How Rasa
Catering Putrajaya promotes its catering is less than satisfactory because we cannot see the
menu through the website. For Twenty9 catering, they have put on their website all the menus,
prices, and packages for how many people eat, they also have a mandatory setup option if
the customer wants to add anything to their event. Meanwhile, Rasa Catering Putrajaya, they
do not put details about what they offer like Twenty9 Catering. We think that many customers
are more interested in Twenty9 Catering because the way they promote the offered menu is
very attractive to customers. The offered menu is very important in the catering industry
because the customer will look at the offered menu first.

For Canape Catering's competitors, what we see on Canape Catering's official website is that
in this website they lack in terms of the offered menu. It is true that they have listed the offered
menu but it is not as attractive as Twenty9 Catering. They do not do columns like Twenty9
Catering. So, if we are a customer, we will choose Twenty9 Catering as the catering we like
because Twenty9 Catering is more interesting than Rasa Catering Putrajaya and Canape
Catering. For us, the way how Canape Catering promotes the menu offered is very

3
unattractive, however, the cuisine offered is very interesting because there are various types
of cuisine such as European cuisine, Malay cuisine, Indian cuisine, Chinese cuisine, Thai
cuisine, Dim Sum cuisine, Fusion cuisine and vegetable delight cuisine for those who are
vegetarians. However, what is interesting about Canape Catering, they have a seasonal
catering menu which is that they also offer other events such as Chinese New Year and
Christmas Events for anyone who needs catering services from Canape Catering. Canape
Catering also highlights other events so that Canape Catering is known to more people.

For booking information, all caterers need to be there to facilitate business between customers
and caterers. According to our research, all caterers such as Twenty9 Catering, Rasa Catering
Putrajaya, and Canape Catering have all the necessary information so that it is easy for
customers to contact catering. Examples of information available at Twenty9 Catering, Rasa
Catering Putrajaya, and Canape Catering are telephone numbers, email, and location. All
caterers have also placed suitable hyperlinks or symbols to make it easier for you to deal with
them.

We also do research on corporate and government agencies that have done any event with
catering that they have trusted. Building trust in the catering business is not an easy thing
because it may be difficult to meet all customer requests in an event. For example, Twenty9
Catering. Twenty9 Catering has been trusted by several leading brands and they trust
Twenty9 Catering in this catering business. Among the leading brands that believe in Twenty9
Catering are Bursa Malaysia, BMW, YTL, HSBC, HEC Chinese Harbour, Shopee, Lazada,
Samsung, Taylor's University, Tomei Gold & jewellery, Prudential, Talent Corp, IJM Land,
Tafakul Malaysia, Ikea, China Pass, MRCB, Sunway University, UniKL, Toyota, Hyundai, and
Suezcap. These leading brands have trusted Twenty9 Catering in catering services. So,
customers will not hesitate to deal with Twenty9 Catering because the service they offer can
also satisfy leading brands.

We also did research on Rasa Catering Putrajaya, according to the Rasa Catering Putrajaya
website, they do not list trusted corporate and government agencies but from the feedback
they put on the website, so we can find out a little bit of information. Corporate events that
have used Rasa Catering Putrajaya are YB Minister KeTSA together with the State Director
of Lands and Mines throughout Malaysia, the Monthly Meeting and Ministerial Mandate with
YB Dato' Sri Dr Haji Wan Junaidi Bin Tuanku Jaafar and the Deputy Minister, YB Deputy
Minister of the Ministry of Agriculture and Industry Food (MAFI), Halal Session Pre-launch
2021 at JAKIM Putrajaya Islamic Complex officiated by YBM Agama, and many more.

4
For Canape Catering, their official website does not show any trusted brand that has ever
catered with Canape Catering. In Facebook social media, Canape Catering shows their clients
but in terms of feedback and pictures on social media. Among the corporate event brands that
have done with Canape Catering are BMW, Aquawalk KLCC, Porsche, Haworth Office, Public
Bank, McKay Clinic, and so on. Catering Rasa Catering Putrajaya and Canape Catering do
not list brands such as Twenty9 Catering.

Twenty9 Catering:

Rasa Catering Putrajaya:

Canape Catering:

5
i. Twenty9 Catering menu offered:
 Lunch / Dinner Buffet Package

6
 Breakfast / Break (Hi-Tea) Buffet Package

7
 Lunch / Dinner Packed Meal

 Breakfast / Break (Hi-Tea) Packed Meal

8
 Finger Food

 Christmas Package 2022

9
ii. Rasa Catering Putrajaya menu offered:

10
iii. Canape Catering:
 Royale Canape

11
 Buffet Catering

 Meal Box Bento Delivery

12
Booking Information of Twenty9 Catering:

Booking Information of Rasa Catering Putrajaya:

Booking Information of Canape Catering:

13
 - Set Marketing Budget

Table chart marketing budget of Twenty9 Catering

Projected subtotal: RM3,800

Social Media
Twitter 5 RM100 RM500
Facebook 5 RM100 RM500
Instagram 10 RM100 RM1,000
Google 2 RM100 RM200
Subtotal: RM2,200
Online
Blog 4 RM50 RM200
Website
Mobile App
Email
Newsletter
Subtotal: RM200
Advertising
Online 5 RM250 RM1,250
Print 3 RM50 RM150
Television
Outdoor
Subtotal: RM1,400

Pie chart marketing budget of Twenty9 Catering

MARKETING BUDGET

5%

ONLINE
37% ADVERSITING
58% SOCIAL MEDIA

14
 - Company Name
First and foremost, what is a company or a business name? Company name or business name
is a short word or sentence that is chosen in order to portray and represent your business.
The importance of planning the right name is that one of the first things potential clients may
notice about your business is its name. In this issue, it links your clients with your goods or
services that will naturally symbolize the types of goods or services that you offer. Not only
that, your company or catering is also one step closer to success if you choose the strong
name.

The name of this home-based catering that we have chosen is called Twenty9 Catering. The
name of this catering is kind of unique in terms of how we spell it and since it is a new business,
we believe that is a kind of an innovative name. We realize that the decision of choosing the
name for this catering can cause whether a lot of harm or a lot of good when we are talking
about the growth and viability of a new company. That is why we avoid planning a controversial
name or the hard-to-pronounce ones. However, we have planned the company name after
considering some of these tricks and tips that we have researched before we decided this
name. The examples are:

15
1. Pick a suitable name
 To go deeper, we followed a trick in picking a creative phrase that will help people
recognize this business as a catering company. We also thought about how well the
name will stick or how simple it will be to find online. Also, choose something
memorable. simply because you want people to remember your brand and not let it
become forgettable. In this part, we should also know the target market. Choose a
company name that will resonate with the intended demographic of the target market.

2. Create a logo that suits the name.

 One visual component of branding is logo design. It is important to choose an
outstanding and suitable logo because typically, a potential customer will see the logo
before hearing the name of the business or company; in certain cases, they may even
notice the logo first. The logo also will probably be used more frequently in more
contexts than the company's real complete name for any references. Ultimately, in fact,
the logo should become synonymous with the company name. Therefore, as what we
can see above, the 29 in the logo design represents the name of this catering business.

3. Get feedback on the name.

 To do this, make a list of company names and distribute it to your loved ones, friends,
and co-workers. Ask your intended audience for feedback, then select the name that
receives the most support and high voting. Never utilize a name with a bad meaning.
Your social network can help you come up with unique name suggestions. Make a list
of the names that fit your type of business, and then shortlist the best one. The best
strategy for gathering feedback is to conduct a formal poll or survey. One of the tips is
never openly inquire as to how the name of the company sounds. Instead, try to make
survey templates. The following inquiries can be inserted into the brand name testing
survey:

16
 - Amend Current Catering Menu / Packages
The list of food and drink options offered or provided by eating businesses is known as a
menu. It is based mostly on consumer demand and created to meet organizational goals.
Though diverse food service organizations may offer their menus in a variety of ways,
conventional food operations only offer two types of menus: table d'hôte and à la carte. These
two types of menus are typically adapted into other menus. On the menu, each dish's
preparation or cooking method, ingredients, and price are listed. Because a menu is the
foundation of every food service operation, menu planning is crucial. It determines:

1. Operational capabilities

 The menu will determine an establishment's operations and the number of employees
needed to carry them out. The menu determines how much to spend, how much to
charge, who to hire, and how to serve.
2. Who are your customers?

 Depending on the capacities of the customers, businesses offer a variety of meals and
menus. A menu's layout will be used as a marketing strategy to draw customers or
more precisely, the target market.

3. The kind of business you own

 The menu items that make up an establishment's menu decide whether it will operate
as a formal, casual, or fast-casual restaurant. The menu's design will also affect how
the meal will be served.

As we all know, the foundation of the catering's menu is its concept. The best menus have an
artistic spark that seems authentic to the brand. That being the case, for us to amend the
current catering menu to meet the right standards, we have gone three phases required for
meal planning such as we list each item along with a brief description, sort the offerings into
groups, such as seafood, entrees, and appetizers, dessert and lastly set individual item prices.

17
We may not be able to rectify all the menu since this home-based caterer offers many types
of menus following the seasons, type of celebrations and events. Due to these reasons, we
found out on how to amend it professionally. So, because of that, these 4 factors we
considered when planning to amend the menu. The examples of the factors include:

1.Length

 In our opinion, we believe menu should probably be smaller than what most people
think. Come up with a concise list of offerings that genuinely showcase the best that
the catering industry has to offer.

2. Quality

 The quality of the menu is very important because that is what attract the customers
and guarantee them to come back. In order to preserve quality, it's crucial to only select
knowledgeable employees, adhere to standardized recipes, and enhance the food.
Concentrate on the catering's area of expertise and not also forget to excel at it.

3. Costs

 We discussed options and considered how the menu would impact overall costs. The
profit margins have already shrunk due to the increase in pricing over the past year for
everything. Therefore, it is essential to perform the math for each menu item and
eliminate the riskier ones.

4. Names and descriptions.

 We devised a trademark for each item this caterer produces in order to modify the
current menu. Typical enticing adjectives like crispy, crunchy, fresh, meaty, smoky, or
juicy must be used in order to do this. Therefore, to ensure that buyers know exactly
what they are ordering, we must keep the descriptions concise and detailed.

18
Some of the menu examples:

19
 - Photos / Videos
One of the important steps in catering marketing planning is to prioritize the images of the
catering business in terms of photos and videos. According to marketers, photography is
essential to their current narrative and marketing tactics. Visual marketing is becoming more
and more important as time goes on. By 2018, it is predicted that 84% of communications will
be visual. Of course, businesses cannot afford to fall behind in the fast-evolving food industry
nowadays. Therefore, engaging prospects and clients with attention-grabbing media, from
pictures to videos, will be essential to your future success. Also, not to forget, an unforgettable
first impression is made through excellent pictures.

As we all are aware, humans are visual beings. The prospects and clients will start to view our
company the way we intended when it displays itself in a professional manner. That is why we
need to understand that beautiful photographs have a way of sharpening the emphasis and
exhibiting authenticity and professionalism, whether they are in the menu or on the website.
Other than that, a message may be told through photographs. There are various ways to
communicate your company's message, but it must always be complemented by strong
images that show your brand's core values. In conclusion, above all, it can be difficult to take
good pictures of your space or your meals. For the finest outcomes, getting professional
assistance is required. To do this step accordingly, the caterer must spend money on
photography. By this, it means the caterer need to engage a professional photographer to
capture images of the food, the caterer, and the person preparing specialties for an event.
This is crucial because in every brochure, websites, and handouts, they will require images of
a high quality to attract customers.

Steps in hiring a photographer:

1. Check their portfolio and see if the work meets your standards or expectation.

2. Ask for references before booking portrait photography.

3. Try to negotiate regarding your budget and cost.

4. Make sure to meet beforehand to avoid a scammer.

20
Examples of photos taken:

21
DEVELOPING A CATERING BRAND

 Tagline:
We cater to all occasions

 Mission:
i. To give our customer satisfy of senses with good food as the perfect atmosphere
and flawless services.
ii. We provided a friendly budget and price catering service to the customer.
iii. Create an atmosphere where we can attract, retain, and motivate the brightest and
most talented people in the industry and to create an inviting for our clients and
customers to be able to purchase their goods catering service.
iv. The CEO of a company must ensure profits are in line with the company's target,
meet market demand and produce to a skilled workforce. They must also ensure
their products are high quality and follow to the food act with manufacture and
supply high services and following to the act of good hygiene.
v. To purchase our goods catering to our customers at an affordable price and
opened more branches in Malaysia.

 Vision:
i. A great leading of quality safest food and provides an excellent customer service with
good presentation and delivery warranty at a great value.
ii. Create a catering which have a positive impact on our customer, our team, and the
community to build a good reputation in every service that we provided for customer
standard.
iii. We aim to become the best catering ever in Malaysia, by providing better service,
value, quality, customer satisfaction, teamwork and keeping a steady business grow
for our investors and employees.
iv. 29 catering strive to be a global business entity in manufacturer high quality of product
and distribute the product over the world.
v. Continually innovate in the catering industry while continuing to make everything from
scratch on site and expand the business catering name to the international level.

22
 Company website, blog, social media platforms:
i. Company website or blog: https://29catering.com/

ii. Email: sales@29catering.com

iii. WhatsApp: 010-832 6135

23
iv. Instagram:

v. TikTok:

vi. YouTube:

vii. Facebook:

24
CATERING MARKETING STRATEGIES

1. Content

- Content marketing aims to create and distribute online content such as blogs, social media
posts, and videos. Its strategy is to pique people's interest in specific products or brands while
not directly promoting any of them. It also raises brand awareness and provides customers
with useful information. When we using content as our marketing strategic, our catering will
be famous and quickly known by customers about our catering through uploaded content.

2. Direct

- Direct marketing involves communicating with customers directly via mail, flyers, emails, and
other promotional materials, rather than through a third party. Companies prioritise having a
call to action and personalising messages for their customers. This is also can be the one of
marketing strategic because sometimes the customer easy to interested in flyers, emails and
more. Maybe because it looks more classic to older customers.

3. Create your message

- Now that you have determined your objectives and who you'll be pitching to, it's time to
develop your messaging. This is your chance to demonstrate to prospective customers how
your product or service will benefit them and why you are the only company that can provide
it. From the massage that we created, the customer will be attracted to our catering and
became one of the customers.

4. Influencer marketing

- Influencer marketing promotes brands by leveraging the reputations and social followings of
"experts" in specific fields. Influencer endorsements and product placements consistently
provide the best returns to B2C businesses, with 61% of marketers including influencer
marketing in their planning strategies. The allure of influencer marketing is strong, but there is
one caveat. Followers are increasingly demanding that influencers disclose their advertising
and sponsorship deals. If an influencer is not upfront, 20% of their audience will "unfollow"
them, potentially lowering your marketing ROI.

25
5. Listing Business in Online Directories or Websites

- You can list your product and menu on any number of websites that focus on food and
beverages, including Food Panda, Malaysian food reviewers or critique. Nowadays, it had
become a very popular choice to use this way of marketing as most of the people uses internet
to search for new and good options. This will help widen your scope of customer. There are a
tonne of mobile applications and websites that let you utilise their marketplace to sell your
goods in exchange for a little commission paid to the platform.

6. Festive and seasonal offers

- You may always attract more clients even if you do not conduct events by making offers and
discounts based on holidays. If your menu includes coolers, for instance, you may spotlight
them and offer them at a discount with other food items throughout the season. For example,
in Malaysia there will be a time where weddings are everywhere. During this time, you can
boost your marketing by making discounts or change of menus. This will attract customers
with the discount and the change of menus from the regular ones.

7. Use Testimonial and Reviews

- Testimonials can help your catering business gain credibility and confidence. Utilize a
methodical approach to gathering consumer input, such as Twenty9's Customer Feedback
Tool. On your blog and social media posts, highlight positive testimonials, and have a separate
testimonials page on your website.

- Keep an eye on comments and ratings on external websites, such as review sites and
directories for catering. Respond to unfavourable reviews in a polite and upbeat way so that
readers may see both sides of the story. Giving referral rewards for recommendations and
promoting repeat business might help you take client testimonials a step further.

26
8. Brand the Delivery Vehicle

- Use your vans to promote your catering business to the community as well as a wider
audience. Ensure that your cars are spotless, well-kept, and in working order. Include your
website and phone number as well as your logo in a prominent location. Work with a brand
expert to refresh your logo, graphics, and other branding assets if your branding is outdated.

- To maximise impact, your branding expert should be able to assist you with designing the
appropriate visuals and applying car decals and wraps. Do not forget to keep your vehicles,
storefronts, pamphlets, and other marketing materials consistent with your branding.

27
CONCLUSION

A catering company's marketing strategy describes the steps it intends to take to market its
services and attract catering clients. A marketing strategy for a catering company should
include information on the target market, the company brand, the goals, the competitors, and
the budget available for marketing. A catering firm can better attract the proper potential
consumers and increase the likelihood that those prospects will become paying catering
clients by developing knowledge in these areas and putting in place a defined marketing plan.

The goal of market research is to better understand the demands of a market by methodically
collecting data on individuals, businesses, or both. The outcomes of market research, which
are typically condensed in a report, are then utilised to assist business owners in making
decisions on the company's strategies, operations, and potential clientele. Where a
corporation choose to concentrate its efforts and resources can be influenced by
understanding industry movements, shifting consumer requirements and preferences, and
legislative trends, among other factors. The benefit of market research is that.

The budget that is outlined in the written marketing plan is relevant to the financial part of the
plan. Set aside some of the catering company's profits to cover marketing and advertising
expenses. Since you have established your catering company as the company to go to for
catering needs, the first year of business often demands a higher marketing investment than
subsequent years. A caterer marketing expenditure in later years is normally between 5 and
10 percent of firm revenue. The money is used to fund print and internet ads, television ads,
catering association dues, vendor and client newsletters, direct mail pieces, brochures,
website development, and other marketing initiatives.

28
APPENDICES

29
30