More than 500 members of the West Midlands business community
gathered at the ICC Birmingham, on Tuesday 12 July, to sample the
new multi-sensory food concepts that bring live theatre to the
table - The Boulangerie, Canapé Taster, Indulgence Shots and
The ICC's Pudding Society.
They were entertained by interactive cooking demonstrations, had
their taste buds tantalised with samples of the new dishes, and
took the opportunity to try the new Christmas menus while enjoying
a sneak preview of the JD Parties Christmas entertainment offer at
the venue.
The ICC is pushing the boundaries of banqueting and changing the
way food is served at an event. Gone are the days of food just
being a functional element, the new innovative concepts mean food
is becoming a conversation piece that adds excitement and
entertainment to the dining experience.
Simon Hellier, Executive Head Chef at The ICC said: "It's not
just about serving the dishes for customers to enjoy, they now get
to be part of the whole sensory experience, from the inviting
smells of the Boulangerie, though to the knowledge imparted in the
Pudding Society.
"Choice is a big factor too, we know everyone loves to indulge
in a dessert and it's not always easy to choose, so the Indulgence
Shots offer our customers the opportunity to have exactly what they
want, and served three at a time means they can have it all."
Boulangerie & Fromagerie - building on its philosophy of
'fresh is best' the ICC is the first banqueting venue to freshly
bake bread in the room and serve with accompanying cheeses.
Canapé Taster - guests will be treated to delicious
delights right in front of their eyes as the ICC chefs create
canapés to order. The guests know exactly what they're
getting and get exactly what they want.
Indulgence Shots - mini morsels of dessert heaven! Whatever the
customer wants is recreated in miniature and served in a shot
glass. Be it banoffee pie or lemon meringue, ICC chefs concentrate
the flavours into small mouth-watering morsels where they're served
three at a time.
The ICC's Pudding Society - to create nostalgia and real
interaction with the chef The Pudding Society brings back some old
favourites, where a selection of three large desserts are
brought to the table, their history is explained and the guests
then serve themselves.
Martin Davies, General Manager, Catering at the ICC said: "The
new catering concepts really add value to our existing offer,
helping clients differentiate their business at a time when
standing out from the crowd is essential.
"We're delighted with the feedback from guests that attended our
launch event, everyone was very impressed with the showcase and
we've already secured two bookings with major clients."