Your guide to profiting from the London 2012 Olympics

27 January 2011 by
Your guide to profiting from the London 2012 Olympics

With 2012 promising to be an unparalleled opportunity for UK hospitality, Caterer is launching a wide-ranging editorial campaign to ensure your business crosses the finishing line having gained all it can

The Olympic and Paralympic Games are coming - and with them an expected 900,000 visitors, helping to generate £2.1b-worth of gains to the tourism and hospitality industries.

The games will provide an unparalleled opportunity to put the UK hospitality industry in the shop window. The incredible worldwide focus on the country brought about by the games will not just bring in almost a million visitors during the event but will leave a lasting impression on potential visitors that can boost business for years to come.

With fewer than 550 days to go until the start of the Olympic Games on 27 July 2012, now is time to explode out of the blocks if you are to make the most of this great opportunity.

To accompany and encourage you through your Olympic training, Caterer and are launching a "Profiting from 2012" campaign, in association with managed cleaning and support services firm ACT, to keep you up to date with all the news, inspiration and advice you need to be a winner.

For the next 18 months we will bring you crucial business insights to help you prepare your company for what London Mayor Boris Johnson has dubbed the "greatest show on earth". That includes helpful articles and advice on marketing, training and getting your staffing levels right, as well as case studies and practical advice to make sure you're on track.

In addition, we will be conducting a regular "Business Barometer" to gauge the progress businesses like yours are making in preparing for 2012, and there will be special features on our website in a new section dedicated to the games.

From July we will be spending a year with three businesses as they prepare for the opportunity of a lifetime in a special Olympic "Best for Business" feature. So if you think your business would profit from the resources and expertise Caterer can call on, then get in touch and we could be going for gold together.

900,000 number of visitors to Olympic and Paralympic Games

£1.5b tourism benefit to London
380,000 foreign visitors expected in London during Olympics
32,700 new hospitality jobs in London five years after games
10% the amount by which the hospitality workforce is expected to have grown five years after the games
20,000 members of the world's media set to visit for games
31 competition venues in London and across the country
14,000,000 number of meals served to visitors, media and VIPs across all sites

How we will help you in the next 18 months

â- Monthly content, including practical advice to make sure you're on track
â- A business barometer charting the progress of the industry
â- Case studies, including a new Best for Business series*
â- Dedicated online channel on
â- Monthly e-mail updates
â- 2012 blog featuring all the gossip and guidance for the games
\* If you would like to be a featured business, e-mail

What they say…

"A Royal Wedding, Her Majesty's Diamond Jubilee and, of course, the London Olympic and Paralympic Games offer us a once-in-a-lifetime opportunity, not just for national pride and celebration, but also to promote this country as the perfect tourist destination, helping to create 50,000 new jobs and bring £2b more visitor spending to the UK."
Prime Minister David Cameron

"It's not just the people here watching the sport for that fortnight, it's the billions of people watching on TV in what could be the biggest TV audience the planet has ever seen. That's a great way to showcase the UK."
John Penrose, minister for tourism

"To make sure Britain is at its best the standard of our customer service needs attention. It is imperative for businesses to invest in the people who will be on the front line, hosting our visitors and acting as ambassadors for the rest of the country."
Miles Templeman, director general, the Institute of Directors

"I went to Vancouver shortly after I was appointed at the London Organising Committee of the Olympic Games LOCOG] to get an idea of what they'd done and what to expect. The biggest piece of advice they gave was to give ourselves plenty of time, so we've made sure we're ahead of the curve."
Jan Matthews, head of catering, LOCOG

"Tourism is a vital industry in the capital, supporting more than 250,000 jobs. The 2012 games will provide brilliant opportunities for London businesses, bringing additional tourists, officials and athletes to our city."
Mayor of London Boris Johnson

Our sponsor's message

ACT clean logo
ACT clean logo
"Determination. Passion. Dedication. Teamwork. And a belief that nothing but the best is enough. That's what it takes to be an Olympic athlete. And these are all values that we stand by at ACT Clean. So an opportunity to support the hospitality industry as it prepares for 2012 seemed the perfect fit.

"At ACT Clean we strive day and night to help hotels and restaurants create the right impression for their guests. Never will this be more important than when the spotlight of the world is on our country and our industry.

"We're honoured to be working in partnership with Caterer and Hotelkeeper and Caterersearch to help the industry present its best face to the world."

Russell Stinson, managing director, ACT Clean

Olympic Village food supplies

â- 25,000 loaves of bread
â- 232 tonnes of potatoes
â- More than 82 tonnes of seafood
â- 31 tonnes of poultry
â- More than 100 tonnes of meat
â- 75,000 litres of milk
â- 19 tonnes of eggs
â- 21 tonnes of cheese
â- 330 tonnes of fruit and vegetables

By Neil Gerrard

E-mail your comments to Neil Gerrard here.

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