Services

Executive Summary

Fressen Catering is a kosher catering company that serves the Philadelphia market. Fressen offers creative, colorful, and unusual food options for kosher, as well as the traditional kosher standbys. The service offerings are quite a change relative to the existing kosher catering market which is quite stagnant. Most people make the incorrect assumption that kosher means ordinary, boring food. This assumption prevails throughout the Jewish community so there is not much demand for new offerings.

Fressen catering will inject new life into the kosher catering market, leveraging Chef Susan Cheflly's culinary skills to develop creative new catering options. Susan's advanced skills, industry insight, and a great market opportunity will allow Fressen Catering to reach profitability by month 11.

Mission

Fressen Catering's mission is to provide the customer with the finest kosher catering. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.

Marketing Objectives

Maintain positive, steady growth each month.

Experience an increase in new customers who are turned into long-term customers.

Decrease the market expenses as a percentage of sales.

Financial Objectives

A double digit growth rate for each future year.

Reduce the variable operating costs.

Increase the profit margin per event.

Target Marketing

The target market segment strategy will not be significantly different to address the two groups. Both groups, regardless of income, typically belong to the same group of religious congregations. Therefore, to reach the different groups does not require a distinctly different strategy. What differentiation it will require is different menu offerings are needed to satisfy the different groups. The upper end menu items are simply cost prohibitive for the middle class target segment.

Fressen Catering has two distinct...