Amadeus, the NEC Group's catering business, launched its first new Oak Kitchen branded restaurant concept at the annual Crufts show last week.
The NEC's Hall 5 restaurant was the first of the venue's 19 in-house outlets to be renovated, with the rest to be completed over the next three years as part of a £1.5m project.
The rebranding exercise is part of the caterer's wider plans to grow its retail arm by introducing a recognisable and consistent customer-facing brand, with the aim to use the new identity as a model for future business.
"We have recognised that the retail catering side of our business presents us with great opportunities for growth," commented Amadeus managing director Kevin Watson.
"Winning and delivering the catering contract for Olympic Park North at London 2012, as well as providing the catering at a number of other high profile events such as the Royal Horticultural Society's (RHS) Hampton Court, has really helped establish the Amadeus brand and our position within the industry.
"Building on this, we now want to establish ‘The Oak Kitchen' as our customer-facing brand and develop a commercially viable retail model we can take to market."
The four-day Crufts competition was held at the NEC in Birmingham last week. A Petit Basset Griffon Vendeen nicknamed Jilly was crowned Best in Show.