Catering company Amadeus is convinced that ramping up its vegan offer and adapting its service style with concepts such as live cooking stations will see the pounds roll in for its venues throughout 2020.
The business, which serves 10 million visitors a year, has seen vegan options double over the past two years, prompting it to expand its vegan offer to cope with demand at sites such as the National Exhibition Centre and Resorts World Arena in Birmingham.
The caterer is now looking to collaborate with leaders in vegan food to make sure it is providing the best and most innovative menus at its venues.
Marc Frankl, food and beverage director at Amadeus, said: “Veganism is here to stay, and we are really excited to be putting it really high up on our agenda for this coming year.
“In the past 12 months we have developed a range of new vegan offers and concepts into our venues, including the all-vegan ‘Str-EAT No Meat’ concept at our arenas, which includes vegan kebabs and cauliflower wings, as well as vegan options at every outlet. We’ve also introduced a new range of vegan and beyond meat burgers at the NEC.
The idea for ‘Str-EAT No Meat’ came from a food tour in London – and just a few months later the company introduced it at its arenas, completely selling out on the first night.
“We’re also serving vegetarian menus as vegan in the hospitality section of our arenas due to the demand we’re seeing. We’re always looking at ways to innovate as the demand for vegan options increases,” added Frankl.
“It’s important for us to keep options varied but not lose sight of what visitors to our venues want when it comes to food and drink: quality, speed and value for money.”
Vegan options are also being developed in the conferencing strand of the caterer’s business, with the ICC and VOX in Birmingham.
“It’s been an ongoing process, working closely with clients to develop all vegan menus and we’re seeing that this is a growing trend in the industry. Our vegan revolution is also well underway at The ICC. We’ve introduced concepts such as hummus pit which has proved extremely popular, as well as adapting our service style with live cooking stations.
Mr Frankl said the group intends to work even closer with suppliers.
“They are an important part of the Amadeus family and we’re always speaking to them about new products and ideas. There is no sign of the vegan movement slowing up and we’re really excited to see how we can innovate in this space.”