Amadeus Glorious Magazine Issue 06

PIC N’ MIX AT THE ICC
Pic n’ Mix
AT THE ICC
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Amadeus have created a brand new online menu selector for the conference industry
and have launched this bespoke menu technology at the International Convention
Centre (ICC) in Birmingham.
The menu selector isn’t just for picking food but also theatre, suggested wine pairings
and many more valuable options for event bookers.
Events today play such an important role in all
sectors and industries. They are used to reward
employees, make new business acquaintances,
profile recent successes and even share recent poor
performance. Whether a business creates an event
for their own people or to invite others, the core is
that those who attend receive something – whether
an introduction to a company, knowledge share or
simply a celebration and good fun.
The ICC is a recognised institute in the country
and is known for conferences, banquets and
meetings of all sizes. The kitchen is overseen by
Executive Chef Simon Hellier who creates diverse
menus and sources the very best seasonal, quality
products. Any guest at the ICC knows they are
going to be in very suitable surroundings for their
event and are fully aware the food will be both
delicious and satisfying. So some may argue
that no more innovation is needed? But Amadeus
are not your typical caterer and are always listening.
“Speaking with our clients, and those within the
wider events industry, we found that a common
complaint of event organisers was the time it took
them to select catering options – particularly when it
came to booking large scale events over several
days.” Says Craig Hancox, General Manager for
Amadeus at the ICC.
“No one in the conference and events industry
was offering a real alternative to the traditional
manual booking systems. We therefore decided to
launch a tool which is quick and easy to use
and could literally turn what could have been a
day’s work for an organiser, into a few minutes.”
He adds.
This is where Amadeus strive, they listen to
their customers and react to the feedback
provided. They created the ICC menu selector
which helps organisers plan a networking
event, conference, exhibition or banquet
and build the perfect menu to enhance
their event.
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42 GLORIOUS