The International Convention Centre (ICC) Birmingham brings live
theatre to the table with the launch of its new multi-sensory food
concepts - The Boulangerie, Canapé Taster, Indulgence Shots and The
ICC's Pudding Society.
The ICC, an Amadeus venue, is pushing the boundaries of
banqueting and changing the way food is served at an event. Gone
are the days of food just being a functional element, the new
innovative concepts mean food is becoming a conversation piece that
adds excitement and entertainment to the dining experience.
Simon Hellier, Executive Head Chef at The ICC said: "It's not
just about serving the dishes for customers to enjoy, they now get
to be part of the whole sensory experience, from the inviting
smells of the Boulangerie, though to the knowledge imparted in the
Pudding Society.
"Choice is a big factor too, we know everyone loves to
indulge in a dessert and it's not always easy to choose, so the
Indulgence Shots offer our customers the opportunity to have
exactly what they want, and served three at a time means they can
have it all."
Boulangerie & Fromagerie - building on its philosophy of
'fresh is best' the ICC is the first banqueting venue to freshly
bake bread in the room and serve with accompanying cheeses.
Canape Taster - guests will be treated to delicious delights
right in front of their eyes as the ICC chefs create canapés to
order. The guests know exactly what they're getting and get exactly
what they want.
Indulgence Shots - mini morsels of dessert heaven! Whatever the
customer wants is recreated in miniature and served in a shot
glass. Be it banoffee pie or lemon meringue, ICC chefs concentrate
the flavours into small mouth-watering morsels where they're served
three at a time.
The ICC's Pudding Society - to create nostalgia and real
interaction with the chef The Pudding Society brings back some old
favourites, where a selection of three large desserts are brought
to the table, their history is explained and the guests then serve
themselves.
Martin Davies, General Manager, Catering at the ICC said: "The
new catering concepts really add value to our existing offer,
helping clients differentiate their business at a time when
standing out from the crowd is essential.
"We're delighted with the feedback from guests that attended
our launch event, everyone was very impressed with the showcase and
we've already secured two bookings with major clients."
More than 500 members of the West Midlands business community
gathered at the ICC Birmingham, on Tuesday 12 July, where they were
entertained by interactive cooking demonstrations and had their
taste buds tantalised with samples of the new dishes. At the same
time they had the opportunity to try the new Christmas menus and
enjoy a sneak preview of the JD Parties Christmas entertainment
offer at the venue.