Chris Reynolds, sales director for Amadeus, said: “Our vast experience of setting best practice operational standards, at sites such as our retail area at the Library of Birmingham and our leading visitor destinations at the NEC, LG Arena and the NIA, stood us in good stead to successfully secure the catering contract for Cadbury World.
“We are pleased to add this contract to our growing national portfolio.”
The terms of the contract mean the operator will also provide staff catering for Cadbury World employees and, in addition, continue the Cadbury commitment to the nearby community in Bournville by inviting locals to take part in events and positioning the café as a free-to-enter destination for Cadbury World shop visitors.
Competing against two other contractors in the final stages of the tender process, the Amadeus team showcased their ‘Marvellous Creations’ concept.
The proposed café concept is built around the insight that “there is a child in all of us” and will follow the famous Cadbury proposition of “creating moments of pleasure”.
Reynolds said the café would dovetail into the overall Cadbury World experience and through significant capital investment will become a destination in its own right.
Spending on the service and seating area would also bring Cadbury elements into the café, including the “factory in the garden” vision that the Cadbury family had when building Bournville by creating a village green, and the iconic Cadbury Gold tree in the café’s seating area.
“There are also several ‘fame maker’ products on the menu that include chocolate in the ingredients, such as chocolate chilli and fruit milk – served from a pop up milk bar in traditional milk bottles.
The Amadeus vision for the Cadbury Café will be fully launched in January and will be supported by a 12-month marketing campaign targeting pre-booked visitors, web customers and the local community.
Managing director of Amadeus Kevin Watson added: “We are extremely excited about this contract with Cadbury World and look forward to working in partnership with them to provide quality food for both visitors and employees at this top local attraction.
“We share a number of values with Cadbury World in terms of food provenance, innovation and a family ethos for our staff, making us an ideal pairing to work together to further enhance the overall Cadbury World visitor and community experience.”