Vassallo Group has just launched Cater Group, its fully-fledged, tri-faceted catering division with an initial investment of €15 million.

The group, led by director Chris Vassallo and chief executive officer Edward D’Alessandro, has set itself a mission to become the industry leader in just three years, and is shortly to make an important announcement over a joint venture with one of Malta’s leading hospitality groups.

It also intends to double its staff complement to 200 within the next two months.

Cateressence, the outside catering subsidiary within Cater Group, has been entrusted with several functions by recommendation over the past few months, the most high profile of which was the opening of The Point, Midi plc’s shopping mall in Sliema, for 1,500 guests.

Under the direction of Mr D’Alessandro, who joined in May following an 18-year career with Island Group, Cateressence has also made its first forays into food and beverage outsourcing, retail catering, and medium-scale contract catering.

Cater Meals, the contract catering division, is currently producing 3,000 meals a day for various corporate clients and has now been tasked with winning business in the larger-scale contract catering sector.

The planned new joint venture will form the third subsidiary to be positioned for outside catering, weddings and large scale events.

“The group has been in the catering industry for the past 22 years,” Mr Vassallo told The Sunday Times, alluding to the Vassallos’ shareholding in the Island Hotels Group which it divested itself of last year.

“We believe there is scope for a high quality-based caterer in Malta. As a family, and as a company, we have been fortunate to welcome some of the best people in the industry on board.”

Cater Group’s nerve centre is the 22,000-square-metre former Löwenbräu brewery in Marsa, which will boast state-of-the-art technology. At 4,000 square metres, its central production unit will be one of the largest kitchens in the country. Cater Group is currently operating a production unit on an alternative site.

Constructed by Vassallo Builders 16 years ago, the property will be extensively refurbished. A design master plan drawn up by AP, the architecture firm, features two multi-purpose halls and front and back office suites for the three subsidiaries. In its entirety, the brewery will be converted into a considerable retail park allowing for partnerships with third parties.

The project aims to tie in with the authorities’ wider plans for the regeneration of this area in Marsa where prospects for commercial activity are promising.

Cater Group has moved some functions to the brewery and the project will be completed next year.

Over the past months, Cater Group has built a portfolio of 10 key venues, through acquisition or partnership, for which it will be exclusive caterer. Mr D’Alessandro said the company had begun to make a name for itself and will continue to win approval for its offering and its approach.

“Our aim is to present a complete re-evaluation of local catering practices,” Mr D’Alessandro insisted. “Our food will look different and taste different. Our presentation, both in terms of product and staff, is high standard, colourful and creative.

“The difference we have brought to events has caught clients’ attention: our approach is personalised, not industrial. We aim to go beyond expectations. Our mission is to be the leaders in the industry, not just another player. We aim to achieve that by being diverse and let our quality speak for itself.”

Cater Group’s business-to-business arm has 50 restaurants and coffee shops on its client list, won purely, Mr D’Alessandro pointed out, through reputation for quality and recommendation.

Meanwhile, Cateressence is also trialling a new business concept at Vassallo Group’s own properties, the recently opened four-star The George in Paceville and the three-star Buġibba Hotel.

Mindful of hotel food and beverage operations’ limited profitability, Cateressence has designed an outsourcing offering under which it will take over all or part of hotels’ catering requirements. It will also provide waiting staff.

In the longer term, Cateressence will also seek to export packaged meals and Maltese specialities.

Mr Vassallo said the wider group’s philosophy had always been to establish separate companies with distinct business models and an objective to be leaders in their field.

He stressed Cater Group will be no different but had particular advantages: it was in a position to capitalise on economies of scale and on synergies while diversifying its product in different market segments.

Cater Group plans to invest in expanding the fleets for the three companies, each with its own livery, and in an online presence.

“Although we are a newly established group, we are highly experienced,” Mr Vassallo added. “We have a solid team of professionals at the peak of their careers. There is lot of faith and vision at Cater Group – there are few companies who are expanding as we are.”

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