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Amadeus enjoys 38% increase in sales over last three years

26th Nov 2015 - 09:31
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Contract caterer Amadeus Food, part of the NEC Group, has hailed an increase in profits, as sales increased 38% at Florence and the Machine’s concert in September 2015 compared to their previous visit in 2012.

The team made almost 10,000 transactions during the evening, with 6,000 of these made during the two busiest hours of the evening - 7pm until 9pm.

The caterer sold over 14,500 drinks across the evening, including 4,510 bottles of water, 3,148 glasses of beer and 2,552 bottles of cider.

Tony Baldock, operations director for Amadeus, said: “We are always focused on how the event is for the customer, but equally the impact it has on the staff. Being faced with thousands of people all wanted to be served can be intimidating so we train our staff to focus on the customer rather than the queue. This not only makes it less overwhelming for the staff member but also gives a better experience to the customer.

“We have introduced stronger briefings for staff making sure they understand what the targets are for that event, what revenue we need to achieve – this makes them feel part of the bigger picture and involved with the company which is hugely important for motivation – but also, and arguably the most important element, to have fun.”

As well as improving staff training, Amadeus has introduced a better queuing system with faster transaction times at the the tills by simplifying the system, removing products that are no longer used and pre-pouring and preparing drinks ready for the interval.

The caterer also recently debuted a number of beverage ‘bugs’ which are free standing and gives the ability to be moved to high traffic areas.

Annie Monnox, general manager of the Genting Arena, said: “When you have most your customers arriving at once, queues can quickly start to form on our refreshment outlets and this can be misconstrued as being short-staffed when in reality we have actually increased our team to compensate for the profile of the event.

“When you have all your customers arriving at the same time, or 15,000 people heading out to our services in the interval it can be chaotic but all small changes help us to balance this out. During the busiest times at Florence and the Machine, the Genting Arena time took over 100 transactions per minute, which is just fantastic and a testament to how hard they all work for our customers.”

Written by
PSC Team