Aramark to go into fine dining
08 August 2005
Aramark is to launch an executive fine-dining brand this month.
Parallel City, which is designed to rival Compass Group's Restaurant Associates, will target top-end London companies and include concepts such as a chef's table.
The new division will be headed by Christian Roberts and is being marketed by former Restaurant Associates employee Simon Carey.
Food service consultant Norman Deas said the project is a logical extension of the Parallel brand. "Everyone else is targeting the executive dining market with careful branding," he said, "and Aramark is big enough to challenge for it."
