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Read our case study to find out how Amadeus bought street food to the NEC

The Challenge

Street food is one of the fasting growing market segments with a £1.2bn turnover and an annual growth rate of 9.1% YOY (Source: MCA Insight). With growth in the sector showing no sign of slowing down it is now common for street food operators to move to bricks and mortar premises in order to satisfy demand.

Recognising this trend within the food industry at large, Amadeus looked at ways in which street food could be incorporated into the catering offering at the NEC, whilst always keeping in mind the specific needs of different audiences attending events.

The Solution

Concept: Str(EAT) Kitchen
Located: The NEC

Menu development

  • The Amadeus team set up Str(EAT) Kitchen to be agile so that menu concept development could take place in just two weeks, from initial scoping through to tasting and launch
  • The menu will change every month, changing with trends, seasons and customer feedback – meaning the most popular dishes stay on the menu

Product offering

  • Quality, seasonal and locally sourced food is used in every dish
  • Food prepared fresh on site every day with dishes designed in-house by Amadeus’ chefs
  • Str(EAT) Kitchen offers a permanent non-meat offering, using plant-based proteins, in keeping with current vegan and vegetarian trends
  • Introduced a premium drink offering with artisan coffee and craft beer on tap


  • Created an authentic environment with food served from kiosks, decor constructed from reclaimed materials and graffiti art from a local artist
  • Created a relaxing environment where customers want to dwell complete with music
  • Eye-catching presentation of food with a touch of theatre – stylish yet practical recyclable plates and boxes mean food can either be enjoyed handheld on the go or sitting down

Tailoring to an exhibition setting

  • In order to cope with demand at high footfall events, individual elements of dishes are prepared in a kitchen back of house, with dishes being constructed by serving staff in front of the customer
  • Cashless payment keeps queues and food service times down
  • Introduced lots of seating options for visitors who are looking for a place to dwell during a long day on their feet


Str(EAT) Kitchen opened on the 14th May – in its first week of trading results are up 15% up on forecast