Contract and retail caterer Amadeus has been awarded a three-year contract by Birmingham City Council to service the city’s £188.8m new Library of Birmingham, which is due to open in September.
The £2m contract will see Amadeus operate the Library’s two cafés as well as providing refreshments for the meetings rooms within the building.
Amadeus won the contract following a four-way tender process, which saw some of the country’s largest caterers compete for the business. Key aspects of the tender included the marketing of the café to the local Birmingham community and visitors to the city.
“This is a significant win for the retail arm of our business, which is a massive growth area for Amadeus,” said MD, Kevin Watson (pictured). “Through our existing experience operating multiple restaurants across the NEC Group’s venues, which includes the ICC Birmingham and the NEC, we were able to prove we are the ideal catering partner for this project.”
Brian Gambles, Project Director of the Library of Birmingham, said: “We are delighted to have Amadeus on board to operate the cafes for the Library of Birmingham. The local experience of the company, combined with its strategic insight into the industry will allow them to cater for the Library’s diverse customer base, in the centre of one of the UK’s leading cosmopolitan cities.”
Amadeus, which ran the food service contract at Olympic Park North during the 2012 Games, also recently launched a new retail concept, The Oak Kitchen, which will see its existing 21 eateries across the ICC Birmingham and the NEC rebranded to the new identity over the next three years. Since its launch Amadeus has seen an 18 per cent growth in sales across the first two outlets to undergo the extensive makeover.
As part of the Library contract the Amadeus senior team will work with the Library of Birmingham to help determine the design of the two cafes and agree the food concepts, which will include a range of hot and cold options.
A business within the NEC Group, Amadeus can boast more than 35 years experience catering for the Group’s 4.1m visitors, to more than 800 events a year, across its venues (NEC, ICC, LG Arena and NIA).
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