The NEC Group’s award winning caterer Amadeus has teamed up with Lee Kum Kee, the Leader of Authentic Chinese Sauces...
To launch the new Lee Kum Kee Hot Wok Kitchen Asian street food concept in Forum Live at the Genting Arena.
Amadeus looks for innovative new ways to improve the customer experience and now boasts an Asian food offering for visitors at the Arena – there are a number of rice or noodle meals deals to choose from including a range of tasty sauces.
The Amadeus team at the Genting Arena have been working on the concept, trialling different dishes for the last six months to ensure the offering is right for their diverse customer base. It was first trialled at the NEC and then at the redeveloped Barclaycard Arena when it opened in December and was well received by customers and staff alike.
The new Hot Wok offering at the Genting Arena, formerly the LG Arena, follows on from the successful refit of the fish & chip and burger kiosks and new Old El Paso units. By making these improvements Amadeus has driven a 5% increase in sales.
Amadeus’ focus at both Arenas is on delivering quality food fast – Amadeus uses its in-house marketing insight team to monitor food and beverage trends, and adapts its offering based on industry developments, consumer behaviour and demand. Customers still want fast food but expect a far greater variety of quality food and world cuisines to choose from. Street food in the UK has seen significant growth in recent years and Amadeus’ Forum Live catering area at the Genting Arena reflects this, the Hot Wok unit complements the existing offer perfectly.
Kevin Watson, Managing Director for Amadeus says: “At Amadeus we are committed to offering a range of high quality catering options for visitors at all of our venues. We are delighted to introduce the Lee Kum Kee Hot Wok Kitchen offer for our customers at the Genting Arena giving them an even greater range of options to choose from.
At Arenas our focus is on selling quality food fast and we use our experience of upselling and serving high volumes, alongside retail principles to help grow sales for new and existing clients at visitor destinations and events. We had an exceptional summer at outdoor events including the Scottish Open, Ricoh Women's British Open and Dunhill Links where we smashed our sales targets.”
Belinda Yip, Product Manager for Lee Kum Kee (Europe) Ltd said: “Chinese food is trendier and more in demand than ever before, especially as it offers a tasty and healthy, quick meal. We are very excited to be partnering with Amadeus and the Genting Arena to introduce the Lee Kum Kee Hot Wok Kitchen.”