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Dubai World Trade Centre's hospitality soars to new heights

Mega multi-million Dirham Dubai Airshow contract biggest yet for company

Dubai World Trade Centre (DWTC) has delivered its largest off-site event contract to date for the biennial Dubai Airshow 2013, as the company takes off on a targeted expansion strategy for a bigger slice of the major event catering business.

The multi-million Dirham contract, which runs for five years and covers three Dubai Airshows and one Middle East Business Aviation (MEBA) event up to 2017, is a major coup for DWTC’s multi-award-winning Hospitality division, the UAE’s largest single-unit event catering provider.

The agreement, signed with the shows’ organiser, F&E Aerospace, got off to a flying start for the record breaking Dubai Airshow 2013, which saw $206.1 billion worth of aviation deals signed and its largest visitor and exhibitor attendance.

“Dubai is famed for its hospitality and with the Dubai Airshow truly welcoming the world, we needed to deliver a solution befitting the occasion. This was truly an end-to-end catering contract, fully utilising both our vast facilities and resources onsite at Dubai World Trade Centre and at the show venue, to clearly demonstrate the depth and breadth of our service offering,” said Mohammed Al Jumairi, Vice President – Hospitality, DWTC.

With more than 60,692 visitors and 1,046 exhibitors from 50 countries at the show, DWTC’s Hospitality division was tasked with delivering up to 105,618 meal covers for service providers up to royal dignitaries, spanning the full 645,000m² show site. During the event build up and show days, 63 tonnes of foodstuff, the equivalent to eight Apache helicopters, was prepared and served. A total of 325 chefs, working 54,000 man hours, led a 1,000 strong team, delivering an additional 30,000 canapés and sandwiches a day.

The company also procured and managed on-site franchise operations, which included Tim Hortons, The Els Club 261, JW Marriott, TGI Fridays and Barasti.

DWTC, which had planned the catering for more than 18 months, also played a key role in advising on the catering set-up at the show’s new home, Dubai World Central, which it believes will set the hospitality delivery benchmark for the coming years.

“This has very much been a partnership with F&E Aerospace from the beginning. With the show taking off from a new venue, it has given us a much wider scope to be involved in the planning and execution from an early stage, allowing us to tap into our more than a decade of event experience to deliver a world-class solution that was efficient, cost effective and of the highest quality,” added Al Jumairi.

“We had significant runway to plan this and in the process have further built up a rich knowledge pool that will allow us to continually enhance our offering for the shows, as well as assist us in expanding our business reach to other sectors.”

Hospitality by Dubai World Trade Centre has served up an enviable reputation for delivering best-in-class solutions, whatever the size and location, from grand scale banquets and state weddings to intimate business lunches, on and offsite. DWTC’s other major offsite projects include catering the New Year’s Eve party on-board the iconic QE2 ship in 2011, the Dubai Rugby 7s and the Yas Trackside Terrace at the Abu Dhabi Grand Prix.

At the heart of the team are 148 chefs from 19 countries. They have been behind the company’s continuous success at the Salon Culinaire, the world class culinary competition firmly established as the definitive event for chefs, which saw the team take 50 medals in 2013, following 60 the year before. The team was also named ‘Event Caterer of the Year’ at the Caterer Middle East Awards 2011.

DWTC’s ultramodern kitchen, with 3,650m² of working area, allows for full in-house production and has been awarded the highest Dubai Municipality rating every year since opening in 2003 – only a handful of establishments to achieve the distinction.

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