TWELVE BASKET TRAITEUR

BUSINESS PLAN

This serves as a Final Requirement for the program of

Business Management Professional Diploma

Filipino Institute - Dubai Campus

Prepared by:

Raycel G. Ong

Student, Business Management (Batch 16 - 2023)

Submitted to:

Mr. Marvin Keith Matanguihan

Instructor, Business Management

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 TABLE OF CONTENTS

Executive Summary 3

CHAPTER 1

I. Introduction 4

II. Market Trend 5

III. Target Market 5

III.i. Competitive Advantage 6

IV. Sales and Marketing Strategy 6

IV.i. Publicity and Advertising Strategy 7

IV.ii. Advertising Materials 8

IV.iii. Website and Social Media Profile 10

IV.iv. Advertising Expenses 11

IV.v. Sources of Income 11

V. Pricing Strategy 11

V.i. Payment Options 12

VI. Sales Forecast 12

VII. Expenditure 13

VII.i. Workplace Layout and Design 15

VII.ii. Floor Plan 19

VII.iii. Funding / Startup Capital Source 19

VIII. SWOT Analysis 19

IX. Expansion Strategy and Sustainability 21

CHAPTER 2

I. The Name, The Logo and The Tagline 22

II. Mission and Vision 23

III. Products and Services 23

IV. Business Structure 24

V. Personnel Salary Breakdown 25

VI. Job Roles and Responsibilities 26

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 VII. Gantt chart 29

EXECUTIVE SUMMARY

If there’s one thing that unites us all, it’s FOOD. It’s a common thread that brings people

together, and it’s often the centerpiece of any celebration. Catering isn’t just for birthdays

and weddings, it’s also a great way to make any small gathering or party extra special.

From intimate dinner parties to large corporate events, catering can add a touch of class

and sophistication to any occasion.

Twelve Basket Traiteur is a catering business based in Dubai, UAE, with the mission of

delivering the highest quality catering services at an affordable price to a wide range of

clients. We have carefully crafted and perfected a plan that will align with each client's

individual requirements to provide tailored services and guarantee that we fulfill their

needs while staying within their budget.

Our services encompass catering for all types of special occasions, from weddings and

anniversaries to corporate events, holiday parties, birthday celebrations, outdoor events,

picnics, and special events et al. We also offer delivery services, rentals, event

management, and consultancy services.

We go all out to make each event a memorable one by providing delicious, healthy food

and impeccable service to ensure your guests have an enjoyable and memorable

experience. We are committed to providing our clients with the utmost value for their

money, regardless of the magnitude of their budget. As such, we will never reject anyone

due to a lack of funds.

Our highly-skilled management teams boast a wealth of experience in the industry,

enabling them to provide tailored advice and solutions for your catering and function

needs. We take pride in our friendly, flexible, and professional service.

At Twelve Basket Traiteur, we are proud to be owned and managed by Ms. Raycel Ong,

a Nutritionist - Entrepreneur. With her experience and expertise, we are confident that

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Twelve Basket Traiteur will become the number one choice for catering services in the

UAE and beyond.

CHAPTER 1

I. INTRODUCTION

The UAE Catering Services Market is expected to experience robust growth in the forecast

period by 2027. The catering service industry, also known as the food service industry, is

the business of providing food and beverages to a large population in a satisfactory and

cost-effective manner. The increasing popularity of themed parties and weddings among

foreign embassies in the UAE is fueling the demand for catering services across the

nation. From large-scale meetings, conferences, parties, and other events to institutions

such as schools, colleges, and businesses, catering services can be beneficial for all.

Emirates Flight Catering, National Catering Services & Foodstuff, Royal Catering, and

more, are some of the top catering services providers in the UAE.

Additionally, catering services are thriving due to the increasing customer health

consciousness, offering nutritious meal options such as organic foods, nutritious snacks,

and a well-balanced vegan diet. Offshore catering services is one of the leading segments

in the UAE, which is driving the catering services market in the region. Another significant

factor expected to propel the UAE Catering Services Market in the coming years is the

growing emphasis on catering services, improving the entire customer experience by

delivering high-quality meals and ensuring minimal waiting time.

The COVID-19 pandemic had a devastating impact on the UAE Catering Services Market

in 2020. Periodic lockdowns and stringent movement restrictions prevented people from

utilizing public eating services, resulting in the postponement of events such as weddings

and business meetings, leading to immense financial losses for the catering industry.

While 2021 is exhibiting signs of a gradual market recovery, the upcoming years hold

immense potential for the leading companies in the UAE Catering Services Market. With

the easing of restrictions and the return of large-scale events, the industry is expected to

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experience a surge in demand, providing a lucrative opportunity for the top players in the

market.

II. MARKET TREND

No organization or individual planning an event or party would overlook the importance of

catering services. Refreshments and food are often the highlight of any gathering, and

guests look forward to the delicious offerings.

Corporate entities often outsource the management of their canteens to vendors, as it

would be a distraction to handle it themselves. This is a major opportunity for catering

companies to generate steady income.

Outdoor catering is the primary offering of catering businesses, but in the UAE, outdoor

events are not as frequent during the summer months. As a result, caterers must compete

for the available weddings and parties that occur on weekends and holidays, which are

the busiest periods for catering businesses.

In order to stand out from the competition in the UAE catering industry, Twelve Basket

Traiteur has decided to create a niche by offering custom menus, rental services,

consultancy services, and a government-approved catering school.

III. TARGET MARKET

Without a doubt, our catering services are available to everyone, but in order to effectively

reach our sales and marketing goals, we have identified a specific target market. This

includes people and organizations from all walks of life who may need to celebrate or host

a party. From corporate events to family gatherings, our services are designed to meet

the needs of our clients. Below is a list of the people and organizations that we have

tailored our products and services for:

• Families (Home parties and events)

• Schools (Dormitory kitchen, Campus Cafeteria et al) and Sport Centers
• Wedding Ceremonies
• Event Planners
• Corporate Organizations

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• Hotel Managers / Hotel Event Managers
• Hospital Dietary Department
• Caterers (for our consultancy and rental services)
• Aspiring Entrepreneurs (for our Catering School)
III.i. COMPETITIVE ADVANTAGE

Twelve Basket Traiteur is entering the catering industry with full knowledge of the

wellestablished competitors in the UAE. To gain a competitive edge, we have conducted

a thorough analysis of the industry and determined that offering a wide range of services

to meet the needs of a diverse clientele is the best way to stand out. We want to be the

go-to source for all catering needs in the UAE, providing our clients with a single contract

that covers nearly all of their event needs. This is the unique advantage we are bringing

to the market.

IV. SALES AND MARKETING STRATEGY

Twelve Basket Traiteur aspires to become the premier catering services company in the

United Arab Emirates. To reach this goal, we plan to employ guerilla marketing tactics to

secure our share of the Dubai market.

Our sales and marketing team will be recruited based on their extensive experience in the

industry and will be provided with regular training to ensure they are well-equipped to meet

their targets and the overall objectives of the organization.

Our ambition is to become the one-size-fits-all catering service provider in Dubai and its

surrounding Emirates. To achieve this, we must explore all the marketing tactics available

to us. In a nutshell, we will utilize the following marketing and sales strategies to promote

our catering business:

• Direct Marketing.
• Branding the company vehicles.
• Marketing via community-based events such as cooking competitions and trade shows;
and sponsored TV programs.

• Participate in trade shows, road shows, and expos to make our presence known.

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• Introduce our business to the corporate organizations in Dubai by sending out
introductory letters and brochures.

• Provide tailored menus and dining experiences to corporate company staff at

discounted rates.

• Strategically place billboards around the city to further increase our visibility.
• Sales representatives (available to answer any questions and provide further
information).

• Online marketing (via official website, social media platforms, and blog et all).
• Reach out to social media influencers for collaborations and special invitations to VIP
events.

• Referral marketing. Encourage and reward referrals to maximize our reach.

• Provide hospital food the menu that are designed to ensure that patients receive the
nutrition they need to get back to full health.

• Promotion of our products during our training sessions at our catering school.

IV.i. PUBLICITY AND ADVERTISING STRATEGY

We have collaborated with our consultants to develop effective publicity and advertising

strategies that will help us reach our target market. Our primary goal is to make our brand

visible and well-communicated, which is why we have created a unique logo with attractive

color combination.

We have enlisted the services of some of the most experienced professionals in the

industry to create our publicity materials and advertising needs. We have allocated a

budget to cover our this, and we plan to utilize the following platforms to promote and

advertise our business:

• Advertise on both print and digital media platforms with QR codes.

• Distribute flyers and leaflets in targeted areas (allowed areas).
• Support relevant community initiatives (Ramadan food-giving initiatives).
• Utilize the internet and popular social media sites such as Instagram, Facebook, Twitter,
LinkedIn, YouTube, and Google+ to reach a wider audience.

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• Install billboards in strategic locations.
• Participate in events, trade shows, and road shows on a regular basis by creating pop-
up stands or kiosk.

IV.ii. ADVERTISING MATERIALS

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IV.iii. WEBSITE AND SOCIAL MEDIA

Website: www.twelvebaskettraiteur.com

Facebook Account: Twelve Basket Traiteur

Instagram & Twitter Account: @12baskettraiteur

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IV.iv. ADVERTISING EXPENSES

Particulars Amount

Online Advertisement AED 1,500.00

Flyers and Posters AED 3,000.00

TOTAL AED 4,500

IV.v. SOURCES OF INCOME

Twelve Basket Traiteur was founded with the goal of maximizing the catering business,

and our services reflect this ambition. We are confident that our commitment to excellence

will ensure a steady stream of income.

We have identified several sources of revenue for our business and we are determined to

make the most of them. Here are the primary sources of income for Twelve Basket

Traiteur:

• We offer comprehensive outdoor catering services to a wide range of clients.

• Engage in party rental services (renting of catering wares, chairs, tables, and tents et
al.

• Manage canteens for corporate organizations.

• Run a top notch government-approved catering school in Dubai
• Offer consultancy services related to our business offerings.
• Event management.
• Sales of cakes.
• Collaborate with other companies to provide the best possible services.

V. PRICING STRATEGY

Launching a new business is no easy feat, especially if the idea is not entirely novel to the

area. To gain a foothold in the market, we have devised a strategy to leverage pricing. We

will attract customers by offering quality catering services at rock-bottom prices, likely the

lowest in the industry. However, these prices will not remain low for long; in fact, we plan

to gradually increase them until they are in line with the industry standard within a year of

launching the business.

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V.i. PAYMENT OPTIONS

Our payment policy is comprehensive, as we understand that different people have

different payment preferences. To ensure our clients have the best experience, we offer

the following payment options:

• Payment by cash.
• Payment via Point of Sale (POS) Machine.
• Payment via online bank transfer
• Payment via mobile money / Apple Pay
In view of the above, we have chosen banking platforms that will enable us to realize our

plans without any hiccups.

VI. SALES FORECAST

It is essential to note that our sales forecast is based on the data collected during our

feasibility studies and some of the assumptions readily available in the industry. This sales

projection is based on our comprehensive business offerings, which include outdoor

catering services, rental services, event management, canteen management, our catering

school, and consultancy services, among others. On average, we

anticipate:

• Handle about 4 outdoor catering events in a month.

• Secure contracts to manage 5 canteens for corporate organizations within the first 3
months of launching the business.

• Sell a minimum of 20 standard cakes in a month.

• Manage a minimum of 2 events per month.
• Consult for a minimum of 4 clients in a month.
• Train a minimum of 50 caterers within the first 6 months of launching the catering
school.

• Rent our catering wares and party supplies to a minimum of 4 clients per month.
With these goals in mind, we are confident that our business will be a success.

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Please note that we cannot provide an exact projection due to the varying prices of

services and clients. As part of our business strategy, we strive to work within our clients'

budgets.

Additionally, in order to provide quality catering services, it is difficult to predict the profits

we will make from any given deal. However, we are confident that we will generate

reasonable profits from any business venture we undertake.

VII.EXPENDITURE

1. Registration fees

2. Trade license

3. Insurance

4. Suitable facility initial rental expense and renovation

5. Furnitures and fixtures (fridge, TV, sound system, tables and chairs et al).

6. Catering equipments (standard oven, industrial gas cooker, baking tools and

accessories, work tables, sinks, scales, decorating tools, kitchen utensils et al).

7. Launching website and marketing expense.

8. Additional expenditure (business cards, signages, adverts, promotions et al).

9. Launching party expense.

Particulars Estimated Cost Remarks

Registration & License Fee 25,500 Commercial LLC company

Car Registration & 1,500 2 vehicles per annum

Insurance

Rental Expense 150,000 Per annum

Building Insurance 2,000 Per annum

Renovation Cost 100,000

Furnitures & Fixtures

Television Set 2,000 2 sets

Office Tables 2,500 6-7 sets

Office Chairs 2,500 6-7 sets

Sofa Set 6,000 2-3 sets

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 Computers 10,000 6 sets

Printers 2,000 2 sets

Reception Desk 1,500

Accessories 2,000

Others 3,000

Catering Equipments

Freezer 1,500 1 set

Refrigerator 2,500 1 set

Standard Oven 6,000 1 set

Industrial Gas Cooker 4,000 2 sets

Baking Tools & 2,000

Accessories

Work Tables 2,000

Sinks 1,000

Scales 1,000

Kitchen Utensils 1,000

Decorating Tools 1,500

Others 2,500

Marketing & Advertising 4,500

Expense

Additional Expenses 5,000 Business cards, office

supplies et al

Launching Party Expense 10,000

TOTAL 355,000
VII.i. WORKPLACE LAYOUT AND DESIGN

(Captions in photo)

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VII.ii. FLOOR PLAN

VII.III. FUNDING / STARTUP CAPITAL SOURCE

1. Personal Savings

2. Investors / Partner

3. Bank Loan Facility

VIII. SWOT ANALYSIS

We are acutely aware of the intense competition in the catering industry in Dubai, which

is why we took our time to refine our strategies before launching. Our ambition is to

become the premier all-round catering services company in the UAE, and the only way to

accomplish this is to outshine our rivals. To gain the upper hand over our competitors in

Dubai, we enlisted the services of a business consultant to help us conduct a SWOT

analysis.

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This analysis allowed us to take stock of our strengths, weaknesses, opportunities, and

potential threats in establishing our catering business in Dubai. Here is a summary of the

results of the SWOT analysis conducted on behalf of Twelve Basket Traiteur.

STRENGTH

We are a full-service catering business that not only offers outdoor catering services, but

also provides consultancy, rental, and training services. This means that clients no longer

have to sign multiple contracts with different vendors when they engage our services; all

that they require is under one roof, in one contract.

Furthermore, our modernly designed office is open to welcome clients who can come in

anytime for inquiries and consultations. Our team is delighted to accommodate and assist

their needs and create the ideal plan to meet their requirements.

Our highly-skilled management teams boast a wealth of experience in the industry,

enabling them to provide tailored advice and solutions for your catering and function

needs. We take pride in our friendly, flexible, and professional service. Our CEO is a

nutritionist and entrepreneur from the Philippines, who is highly sought after for her

expertise.

With our comprehensive services, we are confident that we can help make any event a

memorable and hassle-free one.

WEAKNESS

Our greatest challenge is hiring and retaining the most talented chefs in our payroll, as

many of them may prefer to work independently, while others prefer a high salary range.

This is a common issue for all catering business owners. Additionally, our relative

inexperience in the Dubai market is another potential weakness.

OPPORTUNITIES

When it comes to catering services, the potential for success is limitless. As an

entrepreneur, you can start your own catering business anywhere in the world and reap

the rewards of your investment.

At Twelve Basket Traiteur, we are proud to be one of the few catering services companies

in Dubai that offer a comprehensive range of catering services. By spreading our

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tentacles, we can cover all aspect of the industry. We are confident that we can maximize

the opportunities available for catering businesses in Dubai and the UAE.

THREAT

There are several first-class catering services companies in the UAE that pose a

significant threat to us. They are well-established and their brand is widely accepted,

allowing them to boast a large clientele base. Our competitors are able to launch

expensive new marketing and sales campaigns, making it difficult for us to keep up.

IX. EXPANSION STRATEGY AND SUSTAINABILITY

Our CEO, Raycel Ong, has proposals to implement succession plans, which includes

introducing her business partner/s to join her in building the business from the ground up.

Continuous innovation and growth are essential to remain competitive in today's market.

By staying ahead of the curve, we can ensure that our business remains successful and

profitable.

To ensure the longevity of the business and to further its growth, we will continue to invest

in the training of our management and employees; explore new opportunities to generate

income. With the right strategies and hard work, we are confident that we can triple our

income in the second year of our operations.

CHAPTER 2

At Twelve Basket Traiteur, we will be providing our clients with both local and international

cuisine. Our goal is not to restrict our services to only providing delicious meals, but we

are involved in spreading our tentacles and offer a comprehensive catering service that

covers all aspects of the industry. We strive to create an unforgettable experience for our

customers, from the first bite to the last.

I. THE NAME, THE LOGO, AND THE TAGLINE

The Name: Twelve Basket Traiteur

The Backstory: The name is inspired by the story in the Bible where Jesus fed thousands

of people with just twelve baskets of loaves and fish. Everyone was filled and satisfied,

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and they were sent home with joy. Similarly, our mission is to cater to and embrace

everyone, regardless of their budget. We strive to provide excellent service that will leave

our customers feeling satisfied and talk about their experience with us to others.

Traiteur is a French word for “Caterer”. We added this word to offer a unique texture.

The Logo:

The logo is designed as a top-view of a human embracing the name, symbolizing our

mission of embracing everyone and catering to all their needs under one roof. The color

combination was carefully chosen to create a warm, inviting, soft, and neutral yet

captivating palette, perfectly aligning with our mission and vision.

The Tagline: Custom Menu, Unique for You

Our tagline is perfectly in line with our mission statement: to provide hand-crafted menus

tailored to each individual client. Our menus are unique and one-of-a-kind, ensuring that

each customer receives a truly personalized experience.

II. MISSION AND VISION

Our goal is to become the premier catering service provider in the United Arab Emirates.

We strive to provide a comprehensive range of catering services, including cooking, event

planning, rentals, trainings, and consultancy services, to meet the needs of our clients in

Dubai and the surrounding Emirates. Our commitment to excellence and customer

satisfaction will ensure that we become the go-to catering service provider in the region.

III. PRODUCTS AND SERVICES

As cooking meals is our primary focus as a catering business, we will also provide event

management, rental services, consultancy, and training services. Our clients can expect

the following products and services:

• Corporate Catering
• Wedding Catering
• Holiday Catering
• Breakfast Catering
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• Picnic Catering
• Box Lunch Catering
• Cocktail Party Catering
• BBQ Catering
• Canteen Management
• Mobile Catering
• Hotel Catering
• Event Management
• Rental Services
• Consultancy Services
• Trainings and Seminars
• Collaborations
IV. BUSINESS STRUCTURE

Our catering business is designed to provide comprehensive services to our clients. We

will not only cook and serve food, but also offer rental services for cooking wares, table

cloths, tables, chairs, and marquee tents. Additionally, we will provide consultancy

services and run a catering school to provide trainings. With our comprehensive services,

we are confident that we can meet the needs of any catering event.

At Twelve Basket Traiteur, we are setting up a unique business structure that differs from

the traditional catering business model. We will be running a full-fledged office in Dubai,

a place where clients can come to make inquiries and learn more about our services. To

ensure that we are able to provide the best possible service to our customers, we have

created the following positions within our organization:

• Chief Executive Officer

• General Manager
• Admin and HR Manager
• Finance Manager
• Sales and Marketing Manager

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• Front Office Personnel / Receptionist
• Head Chef
• Sous Chefs
• Driver
• Servers (Contract Staff)
• Cleaners / Dishwashers
V. PERSONNEL SALARY BREAKDOWN

DESIGNATION MONTHLY BENEFITS

SALARY
(AED) Medical Annual Air Ticket
Insurance Leave

CEO 15,000 As per the UAE Labor Law

GENERAL MANAGER To be decided later on

ADMIN / HR MANAGER 7,000 As per the UAE Labor Law

FINANCE MANAGER 7,000 As per the UAE Labor Law

SALES & MARKETING 5,000 As per the UAE Labor Law

MANAGER
RECEPTIONIST 4,000 As per the UAE Labor Law

HEAD CHEF 8,000 As per the UAE Labor Law

SOUS CHEF 1 4,000 As per the UAE Labor Law

SOUS CHEF 2 To be decided later on

DRIVER 3,500 As per the UAE Labor Law

CLEANER / DISHWASHER 3,000 As per the UAE Labor Law

SERVERS (CONTRACTUAL) As per contract agreement

TOTAL 56,500

VI. JOB ROLES AND RESPONSIBILITIES

1. Chief Executive Officer / CEO

• Responsible for providing direction and creating, communicating, and

implementing the organization's vision, mission, and overall direction.

• Leading the development and implementation of the overall organization's

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 strategy.

• Responsible for handling high-profile clients and deals.

• Responsible for signing checks and documents on behalf of the company.
• Evaluates the success of the organization to ensure that it is meeting its goals.

2. General Manager / GM

• Responsible for the day to day operations of the business.

• Responsible for setting prices and negotiating business agreements.
• Ensures that all deals are mutually beneficial and that both parties are satisfied
with the outcome.

• Responsible in crafting menus alongside the head chef.

3. Admin / HR / Finance Manager

• Responsible in recruitment.
• Responsible in the preparation and payment of salaries.
• Handles all HR concerns for the organization.
• Receives payments on behalf of the company.
• Issues receipts to suppliers and clients.
• Prepares financial reports at the end of every working week, and/or every
project.

• Handles all financial transactions of the company.

• Responsible for tax payments, utility bills and other expenditures.
• Any other duty as assigned by CEO/GM.

4. Sales / Marketing Manager

• Responsible for promoting company's image.

• Sources for clients for the company.
• Responsible for creating marketing and sales strategies.
• Represents the organization in strategic business meetings.
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 • Any other duty as assigned by CEO/GM.

5. Front Office Personnel / Receptionist

• Receiving guests and directing them appropriately.

• Responsible in overall customer support.
• Receiving and sorting daily emails.
• Answering, screening and forwarding incoming calls.
• Update calendars and schedules for the management and clients.
• Perform other clerical duties.
• Any other duty as assigned by CEO/GM.

6. Head Chef

• Responsible for crafting menus alongside the GM.

• Responsible in the planning and preparation of the whole meal course for the
event.

• Makes lists and budget for cooking ingredients and supplies.

• Oversees the entire cooking process.
• Responsible for training new cooks.
• Makes sure that quality and hygiene is maintained at all times.

7. Sous Chef

• Responsible in assisting the Head Chef in the kitchen.

• Runs errands for the Head Chef.
• Responsible in purchasing food ingredients for the organization.
• Ensures that kitchen is maintained according to the standard health and
sanitation.

• Ensures that all kitchen wares are stored and maintained properly
• Any other duty as assigned by the Head Chef.
8. Drivers

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 • Delivers customer’s orders promptly.
• Runs errand for the organization.
• Transports employees and goods to and fro event venues.
• Assists in setting up cooking and serving stands during events.
• Any other duty as assigned by the management.

9. Servers (contractual)

• Responsible in serving guests during events.

• Responsible in overall customer support.
• Assists in restoration after events.
• Assists in the movement of cooking utensils, plates, tablewares and other relevant
wares.

• Assists in setting up cooking and serving stands during events.

• Any other duty as assigned

10. Cleaners / Dishwashers

• Responsible for clearing up the venue after events.

• Responsible for washing dishes before and after events.
• Responsible for cleaning the office facility and kitchen at all times.
• Ensures that toiletries and supplies never run out of stock.
• Cleans both the interior and exterior of the building.
• Any other duty as assigned
VII.GANTT CHART

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