The Gauteng-based business was launched a year ago at the onset of recession and has achieved constant growth as time-pressed salary-earners, executives and pressured mums prove hungry for online meal convenience.
Chef Direct owner Jonathan Akal announced, “Brand extension into catering is a logical expansion of our offering while launch timing reflects our proactive business philosophy.
“A year ago, we anticipated an upturn in the downturn. We felt achievers and top performers would face growing pressure as they work even longer in tough times - ensuring strong demand for online meal convenience. This proved to be the case.
“The catering launch also shows our positive perspective. After a year of corporate cutbacks, there is growing need for events, promotions and feel-good get-togethers to improve staff morale, support sales and reach industry peers. Catering is a key component of such events. The pre-Christmas season is optimistic but we foresee continuing demand after that.”
The company cooks and supplies fresh, preservative-free, ready-made meals, DIY cooking kits, kids' meals, USN (Ultimate Sports Nutrition) fitness meals and deli products. It initially focused exclusively on Greater Johannesburg but recently announced strategic expansion to Pretoria and increasingly offers a Gauteng-wide service.
The new catering operation will serve events of any nature, including large corporate functions, mobile catering (both sport-linked and company-based), cocktail functions (fork and finger) catered functions, banqueting and buffets.
Chris van Dalen, CEO of SA Event Décor commented, “We're delighted to welcome such a quality-minded newcomer to our industry, especially an entrant with such a positive mindset and such single-minded commitment to personal and professional service.”
For more information, see: www.chefdirect.co.za
