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Starbucks at ICC, Birmingham, undergoes expansion
17/02/2017 - 08:16
The Starbucks coffee shop at Birmingham’s International Convention Centre (ICC), the conference and meeting venue, has undergone refurbishment and expansion led by Birmingham-based catering company Amadeus.
Written by Isabel Finch
Customer seating has increased from 79 to 137 covers and the installation of another coffee bar means serving capacity has increased by 50%. Due to the growing number of visitors, additional refrigeration will ensure food is available at peak times and areas have improved to accommodate larger group meetings.
Kathryn James, managing director of the NEC Group Conventions and Exhibitions, said: “We are delighted with the result of the new look Starbucks store. This is just one of many fantastic developments taking place here as part of the ICC’s £14m investment programme.
“Over the last 25 years the ICC has established itself as one of Europe’s top conference centres welcoming 80,000 visitors through the Mall and over 350,000 delegates annually so it is important we do everything we can to keep improving the customer experience - including where they get their refreshments.”
For customers paying by mobile (EPOS), table service has been made available so they don’t have to leave their seat and some baristas have undergone Starbucks Coffee Master Training, recognised by a black apron.
Amadeus manages over 60 outlets for retail partners including JD Wetherspoon, Pasty Presto and DP Coffee and operates at venues such as Cadbury World and Dudley Zoo.