BUSINESS “McLaren teach you to strive to be the BEST” The story of Absolute Taste has many entic<strong>in</strong>g parts – a JV between Team McLaren and Lyndy Redd<strong>in</strong>g, caterers for VIP hospitality <strong>in</strong> Formula 1 as well as at some of the lead<strong>in</strong>g events over the past decade, <strong>in</strong>clud<strong>in</strong>g the late Nelson Mandela’s 90th birthday, the Beckhams’ 2006 World Cup send-off party and cater<strong>in</strong>g for many senior members of the royal family, together with a work<strong>in</strong>g partnership with Gordon Ramsay Hold<strong>in</strong>gs. Absolute Taste has become a significant player <strong>in</strong> the market with a turnover of £17m, employ<strong>in</strong>g more than 300 people and operat<strong>in</strong>g <strong>in</strong> four different markets consist<strong>in</strong>g of events, <strong>in</strong>-flight, cafés and restaurants. So what is next for the bus<strong>in</strong>ess as they cont<strong>in</strong>ue their ascent? <strong>EP</strong> met with their founder and Manag<strong>in</strong>g Director, Lyndy Redd<strong>in</strong>g, to f<strong>in</strong>d out ALL PHOTOGRAPHS NICK DAWE Lyndy is one of those characters that br<strong>in</strong>gs a smile to the face almost immediately – she is humble, personable, open with no h<strong>in</strong>t of arrogance and possesses almost a genu<strong>in</strong>e surprise at the growth and success of Absolute Taste. Cater<strong>in</strong>g is one of those <strong>in</strong>dustries whereby the talented can suddenly f<strong>in</strong>d they have created someth<strong>in</strong>g 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 bus<strong>in</strong>ess. Of course, it has helped to have a partner like the McLaren Group, but Lyndy has still built a bus<strong>in</strong>ess that has caught the eye and attention of many. If one goes back the mid ’90s, Lyndy was a talented chef work<strong>in</strong>g for the McLaren Team via W<strong>in</strong>gs. In late 1996, W<strong>in</strong>gs 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 bus<strong>in</strong>ess plan to set up a new bus<strong>in</strong>ess 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 bus<strong>in</strong>ess plan that I presented to Ron. He just wanted to know what I needed and how I was go<strong>in</strong>g to get go<strong>in</strong>g,” commented Lyndy. “We met, talked it through and we just got on with it. Ron is very <strong>in</strong>spir<strong>in</strong>g and has always encouraged me, so I have been able to learn as we have gone along.” Lyndy smiles self-depreciat<strong>in</strong>gly 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 th<strong>in</strong>k is natural to caterers as every party or event is different and there is always some challenge that needs to be overcome.” McLaren <strong>in</strong>vested and took a 55% equity stake <strong>in</strong> Absolute Taste, which was launched <strong>in</strong> 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 <strong>in</strong> Wok<strong>in</strong>g. Over the last 16 years, the company has diversified <strong>in</strong>to other fields and has carved out its own place <strong>in</strong> the market. They have catered for the late Nelson Mandela’s 90th birthday party, John Terry’s wedd<strong>in</strong>g and for Pr<strong>in</strong>ce William’s Centrepo<strong>in</strong>t party <strong>in</strong> 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, offer<strong>in</strong>g a 24-hour, 365-day operation cater<strong>in</strong>g for private and executive jets all across the south of England and Geneva. They have also expanded <strong>in</strong>to cafés with a portfolio that <strong>in</strong>cludes Mercedes-Benz World, Burghley House, Farnborough Airport, the Design Cafe <strong>in</strong> the Design Centre Chelsea Harbour and The Terrace <strong>in</strong> Fenwick, Tunbridge Wells. In 2012, Absolute Taste worked <strong>in</strong> partnership with ISS to provide hospitality at the Westfield Site <strong>in</strong> Stratford dur<strong>in</strong>g the Olympics. Could Lyndy have built the bus<strong>in</strong>ess without McLaren’s <strong>in</strong>volvement? “McLaren does sit at the heart of what we do. We travel the world with the Formula 1 team, my husband is Team 12 | <strong>April</strong> 14 | <strong>EP</strong>
“One has to be able to adapt to different situations, which I th<strong>in</strong>k is natural to caterers as every party or event is different” <strong>EP</strong> | <strong>April</strong> 14 | 13