ICC launches four multi-sensory food concepts

ICC launches four multi-sensory food concepts

The International Convention Centre (ICC) in Birmingham has launched four new ‘multi-sensory' food concepts in a bid to stand out from the crowd.

The new concepts - the Boulangerie, Canapé Taster, Indulgence Shots, and the ICC's Pudding Society - were launched this week to more than 500 members of the West Midlands business community, who gathered at the ICC to sample the new dishes.

The ICC, a venue of caterer Amadeus, is striving to make food a conversation piece rather than just a functional element of events.

Simon Hellier, executive head chef at the venue, explained: "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: the ICC will freshly bake bread in the room and serve with accompanying cheeses. It is the first banqueting venue to do so.

Canapé Taster: canapés created by ICC chefs to order in front of the guests.

Indulgence Shots: desserts recreated in miniature and served in a shot glass, three at a time.

The ICC's Pudding Society: to create nostalgia and interaction with the chef, a selection of three large desserts is brought to the table, their history is explained and the guests then serve themselves.

Martin Davies, general manager of 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."

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By Janie Stamford

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