C A TERING ,
C ONCESSIONS & HOSPIT ALIT Y
ON THE FAST
TRACK
ultimately, spend per head in the stadia mar- ket, and the results achieved have been extremely positive and have prompted us to roll
Lindley Venue
Catering also managed the public concourse and hospitality catering for twelve dates of Take That’s 2011 sell-out reunification tour; with eight performances at Manchester City FC’s Etihad Stadium (pictured) and four at Sunderland AFC’s Stadium of Light, which also hosted a Kings of Leon concert.
hawking operations, and additional beer buggy opera- tions to supplement the bar facilities, which do come under immense pressure at events such as these.” Last year’s stadia concert season saw Lindley Venue
Catering serve 270,000 pints and 113,500 bottles of beer; 108,500 75cl and single serve bottles of wine; 160,000 bottles of soft drinks; 47,000 portions of chips; 33,000 hot dogs; as well as thousands of hospitality packages. It is undoubtedly by delivering results such as these, and the launch of Lindley’s award-winning branded retail concepts, that such a high volume of contract wins have been achieved in the past twelve months.
Branded Retail Concepts Following the successful installation of some of the new branded outlets at Tottenham Hotspur FC’s White Hart Lane stadium in Autumn 2011, Lindley Venue Catering is making the new branded premium food retail concepts — in the form of Frank’s Original New York Streetdogs®, The Pie Factory®, Pie & Mash Co, FGB/Flaming Good Burger®, Henry’s Chicken®, as well as bespoke deli con- cepts (please see accompanying sidebar) — available to its thirty-plus professional football and rugby stadia cli- ents.
Jonathan Davies, The Lindley Group’s Head of Sales &
Marketing, commented: “With our substantial experience in stadia catering, we believe that we are in the best posi- tion to lead the field when it comes to enhancing the food experience of sports fans around the UK. The quali- ty and innovation that we have seen in branded retail food outlets on the high street, in mainstream visitor attractions and within other leisure venues hasn’t, until now, been evident in sports stadia. “The aim of our new foodservice retail brands is to raise the bar in terms of quality, customer service and,
20 th AN N I V ER S AR Y P AR T II/ S U M M ER 1 2
out these brands to other sites.” As well as receiving very positive feedback from fans
at the White Hart Lane stadium, the installations have also been financially rewarding, producing an immedi- ate 18% increase in total cash takings; a 28% increase in hot dog sales; and 19% increase in pie sales. Gary Bates, The Lindley Group’s Creative Director,
advised: “We have taken a holistic approach to improving the foodservice offer within our public kiosks. As well as introducing innovative and premium quality food prod- ucts, we’ve also improved the packaging of hand held food, and our new branded kiosks have also been ergo- nomically designed to optimise the speed of customer transactions with the aim of enabling serving staff to com- plete an average transaction in 30 seconds or less.”
Award Wins: The MIDAS Touch Indeed, the outstanding menu development work undertaken by Lindley Venue Catering to improve the quality of food available on sports stadia concourses has been acknowledged with a trio of awards being present- ed to the specialist stadia caterer. Gary Bates and Lindley’s Development Chef team
have recently been presented with The MIDAS (Menu Innovation Network’s Menu Innovation and Develop- ment) 2012 Sports and Leisure Category Award; and two of Lindley’s new premium pie recipes developed in part- nership with an artisan baker have in a separate compe- tition — the British Pie Awards organised by the Melton Mowbray Pork Pie Association — achieved gold and sil- ver award standard in the Football Pie Category. The MIDAS Awards, which recognises and rewards the
creative talents of menu development managers and group executive chefs, acknowledged the Lindley team’s work and holistic approach in continually evolving and improving the foodservice offer across the business, from fine dining menus right through to the packaging for ‘grab and go’ food. In particular, MIDAS’s team of mystery diners
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