Catering variety at exhibitions can boost sales

Exhibition venue organisers cannot rely on one caterer to provide all the food services at trade shows. That was one of the messages Chris Brown, director of Turpin Smale food service consultancy, gave the Exhibition Venues Association (EVA) conference in Brighton last week.

"Caterers who can be all things to all people don't exist. Banqueting, fine dining and retail catering are all very different. The only way to achieve quality is by having specialists and getting multiple caterers in," Brown said.

Some delegates were put off by the increased volume of tender documents, paperwork, and lines of communication necessary, but Brown insisted that using a variety of high-street brands at exhibitions was the key to increasing sales and quality.

He told delegates that even the smallest exhibition halls could invest in mobile units that could be rebranded, and said catering should be themed to match exhibitions. Using mobile units across halls encouraged snacking and grazing throughout the day, and took the pressure off catering staff at lunchtime, Brown added.

Exhibition venue owners should avoid seeking funds from caterers because of the long contracts attached to them. "Why sign up for longer than two or three years? They've only got a limited number of good managers. Where are they going to put them? In a site secured for 15 years or one coming up for re-tender next year?" Brown commented.

Better communication and trust was needed between venue managers and caterers, said Alistair Scott, sales and marketing director of Sodexho Prestige. Tender documents often failed to describe what the organisers wanted, and some venues barred caterers from their sales office for fear they would steal clients from the database, he said.

Small is beautiful at ExCel site

Retail food and beverage sales at London's ExCel exhibition site have more than doubled since the centre opened in 2000. Like-for-like sales during the hairdressing exhibition Salon rose from £80,000 in 2000 to £200,000 last year.

ExCel uses 10 retail caterers at fixed sites along its central boulevard. Operators pay an annual rent linked to turnover.

Independent companies include Oi! Bagel, Birley Sandwiches, donut chain DP, and Pizza This Pasta That. Some have mobile units for additional use in the exhibition halls.

Mike Dawson, head of retail and hospitality, said: "I wanted high-street prices, high-quality branding, speed, volume, and competition. Smaller businesses are reactive to change and also brilliant at merchandising."

Compass is the main contractor, with two restaurants and two bars. Its Payne & Gunter division provides banqueting.

Dawson said that, at £4.81, average retail food and beverage spend was higher than at Moto motorway service areas, museums, zoos and galleries.