EP Business in Hospitality Issue 49 - April 2014

BUSINESS
“McLaren teach you to
strive to be the
BEST”
The story of Absolute Taste has many enticing parts – a JV between
Team McLaren and Lyndy Redding, caterers for VIP hospitality
in Formula 1 as well as at some of the leading events over the
past decade, including the late Nelson Mandela’s 90th birthday,
the Beckhams’ 2006 World Cup send-off party and catering for
many senior members of the royal family, together with a working
partnership with Gordon Ramsay Holdings. Absolute Taste has
become a significant player in the market with a turnover of £17m,
employing more than 300 people and operating in four different
markets consisting of events, in-flight, cafés and restaurants. So what
is next for the business as they continue their ascent? EP met with
their founder and Managing Director, Lyndy Redding, to find out
ALL PHOTOGRAPHS NICK DAWE
Lyndy is one of those
characters that brings a
smile to the face almost
immediately – she is humble,
personable, open with no
hint of arrogance and possesses almost
a genuine surprise at the growth and
success of Absolute Taste. Catering is one
of those industries whereby the talented
can suddenly find they have created
something quite special that exceeds their
expectations, and one suspects that Lyndy
feels that way. She has also enjoyed how
she has had to change and grow with the
business. Of course, it has helped to have a
partner like the McLaren Group, but Lyndy
has still built a business that has caught the
eye and attention of many.
If one goes back the mid ’90s, Lyndy was
a talented chef working for the McLaren
Team via Wings. In late 1996, Wings and
McLaren had to part ways as sponsors
changed and Ron Dennis, McLaren’s
renowned CEO, turned to Lyndy and asked
her to produce a business plan to set up a
new business to cater for the McLaren team.
“I guess I was not sure exactly what
to do. It was all new to me, but I found a
computer and wrote a three-page business
plan that I presented to Ron. He just
wanted to know what I needed and how
I was going to get going,” commented
Lyndy. “We met, talked it through and we
just got on with it. Ron is very inspiring
and has always encouraged me, so I have
been able to learn as we have gone along.”
Lyndy smiles self-depreciatingly as she
reflects on those days.
“I probably got so much wrong, but
gradually we started to take on people and
grow. It is never easy and one has to be able
to adapt to different situations, which I
think is natural to caterers as every party or
event is different and there is always some
challenge that needs to be overcome.”
McLaren invested and took a 55%
equity stake in Absolute Taste, which was
launched in 1997. At the start, the new
company focused on hospitality for the VIP
guests of the McLaren team at the circuits
around the world and for the employees at
the McLaren headquarters in Woking.
Over the last 16 years, the company has
diversified into other fields and has carved
out its own place in the market. They have
catered for the late Nelson Mandela’s 90th
birthday party, John Terry’s wedding and
for Prince William’s Centrepoint party in
December. If one looks at Absolute Taste’s
history, one can easily see the landmarks
along its road to where it stands today.
In 2003, Absolute Taste In-flight was
formed, offering a 24-hour, 365-day
operation catering for private and
executive jets all across the south of
England and Geneva. They have also
expanded into cafés with a portfolio
that includes Mercedes-Benz World,
Burghley House, Farnborough Airport,
the Design Cafe in the Design Centre
Chelsea Harbour and The Terrace in
Fenwick, Tunbridge Wells.
In 2012, Absolute Taste worked
in partnership with ISS to provide
hospitality at the Westfield Site in
Stratford during the Olympics.
Could Lyndy have built the business
without McLaren’s involvement?
“McLaren does sit at the heart of what
we do. We travel the world with the
Formula 1 team, my husband is Team
12 | April 14 | EP