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Amadeus sees demand for street food grow at the ICC

The NEC Group’s award winning caterer, Amadeus, has seen unprecedented demand for its street food offering at NEC Group venue, the International Convention Centre (ICC) Birmingham, and has identified a number of benefits for clients and delegates.

With many clients choosing to return to the ICC, they often ask for ideas of new ways to differentiate one event from the next in order to keep it fresh for their delegates.

Amadeus’ street food concept provides an interactive alternative to finger and fork buffets, and encourages delegates to network whilst sampling the array of dishes on offer. After sitting in a conference session it is beneficial for delegates to move around at lunchtime to help avoid the afternoon slump. Many clients have seen the positive impact of this approach and are choosing street food for their event at the ICC.

The Amadeus catering team at the ICC pride themselves on presenting clients with a choice of catering options. As well as promoting networking and increasing concentration levels, the street food concept is proving extremely popular with organisers who want a more relaxed, informal lunch scenario. It is not exclusive to large events and can be scaled up or down for conferences of all sizes, from stand-alone popcorn machines to a whole ‘street’ of world cuisine.

As part of the proposition Amadeus offers clients at the ICC a choice of 120 dishes from 18 countries, providing delegates with the opportunity to sample multiple dishes from around the world. Gazebos are erected to create a pop-up street market feel, with enticing aromas from the food adding to the overall experience.

Frog Education has held its annual conference at the ICC for a number of years and in June chose the street food concept for lunch for the first time; it was extremely well received by the 800 delegates and organisers.

Danielle England, Frog Education, Corporate Events says: “The street food at the ICC was amazing, there was plenty of choice and it was all very tasty. The delegates really enjoyed the chance to sample lots of different dishes and it made a nice change from a more typical buffet lunch, giving delegates the opportunity to interact with the catering team and each other.”

General Manager for Amadeus at the ICC, Martin Davies says: “Clients are delighted that we have brought the popular street food concept to the world of conferencing. We have seen increased demand during recent months as organisers realise the many and varied benefits of this approach. We pride ourselves on finding new and innovative ways to provide event catering, to meet the needs of our clients and maintain our position as industry leaders.”

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