ICC caterer Amadeus adds Subway outlet to venue

ICC Amadeus Subway sandwich
05/02/2019 - 10:02
The International Convention Centre (ICC) in Birmingham has boosted its selection of on-site food and drink by adding a Subway sandwich chain outlet to its list of retail F&B outlets on the site. The new store – located in The Mall of the ICC – will be operated by in-house caterer Amadeus as a franchise operation.

The new store – located in The Mall of the ICC – will be operated by in-house caterers Amadeus as a franchise operation.

Craig Hancox, Amadeus general manager at the ICC, said a £140,000 investment from the catering company had remodeled an ‘outdated catering unit’ into the new Subway ‘Fresh Forward’ designed store.

“We want to attract passing visitor trade through The Mall with an internationally renowned brand,” he said.

“One of the ICC’s most popular features is The Mall, which not only connects the halls and meeting rooms, but also links Birmingham's Brindleyplace and Convention Quarter to the rest of the city centre.

“Alongside the delegates that are attending events at the ICC, The Mall sees over 350,000 visitors and delegates pass through every year – we saw the opportunity to launch an established ‘grab and go’ offer which would appeal to this captive audience.

“With ample seating adjacent to the retail outlet we also hope people will linger to enjoy the wider facilities the ICC offers, whether a guest or delegate.

“Subway as a brand really appealed to Amadeus due to its commitment to responsible, sustainable sourcing and the fact that absolutely everything is cooked and prepared fresh on site.

“Our staff have really enjoyed being trained up and becoming part of the Subway family, understanding the Subway ethos, standards and ways of working.”

In addition, Amadeus is now using its own in-house retail brand The Oak Kitchen as a mobile concept at particularly busy events at the ICC or the Symphony Hall, also located in The Mall.

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