Sports stadia caterer Lindley Group has launched Lindley Heritage, a new division aimed at tapping into a market previously untapped by the business.
The firm's Lindley Stadia and Lindley Dining operations have also been merged to form Lindley Venue Catering as part of the shake-up by new chief executive Adam Elliott.
Previously managing director of Elior's concessions business, Elliott plans to use his experience in the heritage and retail sectors to steer Lindley towards heritage sites, arts and leisure venues and other prestige hospitality sectors.
While Lindley is broadening its horizons by entering a new sector, the move to consolidate the public facing catering and the corporate hospitality divisions aims to ensure the company maintains its focus on continuing to grow its core sports stadia catering business.
Elliot, who took over as chief executive last August following the unexpected passing of previous CEO Alex McCrindle last November, said that one of his key objectives was to change the perception that Lindley is simply a fast and efficient high-volume caterer.
"The fact that it has a proven track record in delivering award-winning, high quality fine dining along with excellent hospitality and event management often gets overlooked.
"The business has the creative potential, skill set, commitment, business acumen and infrastructure to offer and deliver so much more, and the new structure and website are the first steps in communicating that message and encouraging people to think about Lindley in a broader perspective."
A new corporate website has also been launched to coincide with the company's rebranding.
Look out for The Caterer Interview with Adam Elliott in the 8 April issue of Caterer and Hotelkeeper*
By Janie Stamford
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