ICC Birmingham’s in-house caterer, Amadeus, has launched a new lunch concept at the venue: MADE Collective.
The concept, named MADE Collective aims to break down the barriers of event catering, replacing the traditional buffet offering in favour of a more high-street approach in a conference setting.
Headed up by Simon Hellier, executive chef, ICC Birmingham, the concept aims to create more interaction between delegates and venue chefs.
How it works
With a focus on a reduction in food miles as part of the venue’s sustainability drive, 80% of ingredients will be sourced within a 30-mile radius of the venue.
MADE Collective will engage and educate delegates on the catering’s provenance, including increased interaction from the venue’s event-facing chefs. This process starts from the moment the event organiser chooses the menu, with the Amadeus team providing a menu preview for clients to share with delegates.
Commenting on the news, Hellier, said: “It’s always my aim to offer guests at the ICC a food experience comparable to any restaurant. Even though there may be 800 people, I want them to feel like it is intimate.
“These menus are reflection of this – all the action happens behind the scenes, in the kitchen and I want to bring this out into the floor. I want our guests to meet our talented chefs and learn about the great food they are about to eat.”
Craig Hancox, general manager for Amadeus at the ICC, commented: “Understanding food is such an important part of the conferencing day and we really wanted to think differently for our latest offering. The new processes have been meticulously planned and we are confident that MADE Collective will deliver excellent results as soon as events return to the venue.”
