Available exclusively at the International Convention Centre (ICC, Birmingham), the new programme allows organisers to “quickly and easily” construct a bespoke menu suitable for their customers, theme and budget.
The menu – created by ICC’s executive chef Simon Hellier - features over 500 food and drink products, and focuses on seasonality, provenance and allergen alternatives to suit customer needs.
As part of the new tool, Amadeus also offers live street food theatre stations, pop-up cocktail bars, conference packages and wine pairings for banqueting dishes, which can all be booked online.
General manager for Amadeus at the ICC, Craig Hancox, said: “A common complaint among event organisers is the time that it takes them to select catering options, particularly when it comes to booking large scale events over several days.
“With the ICC menu selector, we have created a fantastic tool which is both quick and easy to use – but we were keen that the client didn’t lose the personal service element we’ve become known for.
“As such, once they’ve built their menu online, a dedicated catering account manager will then work with them to suggest refinements or enhancements to their booking.
“Other benefits include the fact that we can be extremely responsive to changing trends and customer demands.
“If our chefs design a new dish or have a new idea for a menu, we can offer that to our clients immediately via the online system. In the same way, we can be very reactive to seasonality - constantly updating our offering and keeping things fresh and relevant for the customer.”
Sales Director at the ICC, James Elston, added: ”We’re really excited about this unique product that Amadeus has designed specifically for the ICC.
“The online menu selector is a one-stop shop for event organisers, allowing them to build a bespoke menu suited to their specific needs – from canapés to a seven-course taster menu.
“The tool has been ultimately designed to save our customers’s time, allowing organisers to concentrate on other aspects of the planning process rest assured that booking catering can be achieved quickly and easily.”